Vodafone provides mobile advertising services to help businesses reach targeted audiences using customer data. It can identify potential customers based on demographics like age, gender, location, spending habits, and device usage. The document describes how Vodafone helped clients increase click-through rates by targeting relevant groups, such as health-conscious parents or fashion enthusiasts, using mobile display ads, videos, SMS, and other formats. It also outlines the campaign setup process and success stories from previous clients.

1. Reach Real Audience :
Vodafone Mobile Digital Advertising

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SMEs – Existing Promotional Channels and Challenges
Flyers – Limited Reach | Missed out messages
E-Mail – 99% emails goes into SPAM | Ineffective
Website – Difficult to catch eyeballs | SEO is an expensive proposition
Social Media – Chaotic | Not so credible
Newspaper – Expensive | Changing trend of E-News

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A Peek into Vodafone User Data
AgeGender
ARPU
Cities/ States Age of Device
Pincodes
Subscriber type
Roaming Status
Demographics + Location + Affluence + Behavioral Data
Your Consumer
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Tap into the Domestic Travelers
KARAN
Domestic Traveler
Age:
27yrs
ARPU:
Rs125
National Roaming:
Activated
2.58mn
National roamers within age group 25-34yrs with ARPU Rs100+
Reach 76mn+ Mobile Data Users
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Target In-market Smartphone Buyers
MOHIT
In-market Smartphone Buyer
Age:
29yrs
Device Model:
Samsung Galaxy
Age of Device:
> 12 months
7.9mn
Unique users having 1+ year old mobile device within age group
18-34yrs with ARPU Rs 100+
Reach 76mn+ Mobile Data Users
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Target Affluent Fashionistas from Top 10 Cities
PRIYANKA
Affluent Fashionista from Tier 1 City
Age:
28yrs
ARPU:
Rs 440
Location:
Mumbai
650k
Unique female users from top 10 cities in India within age group
25–34yrs with ARPU Rs300+
Gender:
Female
Reach 76mn+ Mobile Data Users
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Reach Groceries Buyers from Tier 2 & 3 cities
SHANTI
Groceries Buyer from Tier 3 city
Age:
33yrs
Gender:
Female
Location:
Indore
1mn+
Unique female users from Tier 2 & 3 cities of India within age
group 25-34yrs
Reach 76mn+ Mobile Data Users
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Target the Modern Family Heads in Metro Cities
PRASHANT
Nuclear Family Head from Metro city
Age:
37yrs
1.8mn
Unique males living at pin-codes near shopping malls in metro
cities within age group 35-44yrs are looking to buy products for
their family.
Reach 76mn+ Mobile Data Users
ARPU:
Rs 650
Location:
Pincode near
Shopping Mall, Mumbai
Gender:
Male
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Tap In-market App Downloaders
SANKET
In-market App Downloader
Age:
27yrs
7.9mn
Unique users having less than a month old mobile device within
age group 18-34yrs are looking to download new apps on their
mobile devices
Age of Device:
< 1 month
Reach 76mn+ Mobile Data Users
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Find Your Target Audience Using Authentic Data Sets
Reach 76mn+ Mobile Data Users
Premium Travelers
Travel
Online Shoppers
Ecommerce
Affluent Females
Personal Care
B2B Products Buyers
Enterprise Sales
+ many more
Gender
 Male
 Female
Location
 State
 City
 Pin-code
ARPU
 Less than Rs100
 Rs100 – Rs300
 Rs300-Rs 1000
 Rs1000+
Subscriber type
 Prepaid
 Postpaid
Roaming Status
 Domestic
 International
Age
 18-24yrs
 25-34yrs
 35-44yrs
 45-54yrs
 55+ yrs
Age of Device
 Less than 1month
 12month+
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Reach your Audience with High Impact Ads Formats
Reach 76mn+ Mobile Data Users 10
Across the Mobile Internet ( mWeb+In-app)
Display/Banner ads
Videos
Rich Media
Interstitials

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Call to Actions
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Click to Wap1
Click to App Store ( Download )2
Click to Call3
Click to SMS4
Click to Lead Page5
Click to Video6

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Campaign On-boarding process:
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Step#1
From Client’s End:
1. Determines Budget
and raises IO
2. Gives Campaign
Brief
3. Selects Data filters in
consultation with
Vodafone
4. Selects CTA , Ad
format, campaign
duration
5. Sends campaign
assets to Vodafone
Step#2
From Vodafone’s
End:
1. Vodafone reverts
with the media plan
covering number of
impressions and avg
costing for selected
ad format
2. Vodafone executes
the campaign on the
platform provider
Step#3
Reporting:
1. Reports will be sent
to the client after
24hrs of start of
campaign
2. Post campaign
analysis &
comprehensive
report given to client

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Success Stories
Client’s brief:
Target Parents, Health Conscious, 25-44 Male and Female Parents,
Historical CTR without Vodafone’s data approach: :0.42 %
Vodafone’s data approach :
CTA: Click to WAP
Vodafone ran an In-App Campaign on its App Network. We successfully reached Godrej’s target
audience by implementing the below parameter:
Target behavior: Health conscious
• Age group: >35 years
• Marital status: Married
Results:
CTRs dramatically increased to 256%. Delivered a total of 1.7mn Impressions with 25,000
clicks with a CTR of 1.2%
• Campaign Type: CPM with click-to-wap
• Duration: 4 weeks
• Market: Geo - Punjab, Karnataka, Haryana, WB, Maharashtra, Gujtrat, TN, AP, Kerela

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Success Stories
• Installs delivered till date: 710,000
• Non-incent: 75,000
• Incent: 635,000
• Daily installs range: 4,000 – 22,000
• Optimization: Maintained the right
balance between install to
registration % at 50%+
Client’s brief:
Creating a buzz and getting users to get a pre-look into their upcoming “BIG
FASHION GIG” Event
Historical CTR without Vodafone’s data approach: 0.25%
Vodafone’s data approach :
CTA: Click to WAP
Vodafone ran an In-App Campaign on its App Network. We successfully reached
Godrej’s target audience by implementing the below parameter:
• Target fashion enthusiasts
• Age group: 22-40 years
Results:
CTRs dramatically increased to 170%. Delivered a total of 520k Impressions with
3606 clicks with a CTR of 0.69%
• Campaign Type: CPM with click-to-wap
• Duration: 4 weeks
• Market: Pan India

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• Customized sender IDs
• Text messages/Flash messages/WAP Pushes/ USSDSMS
• Rich Media
• Videos
• Images
• Contact Cards
MMS
• Missed Calls
• OBD leading to IVR
• OBD leading to SMS
Out Bound
Dialing (OBD)
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Mobile Advertising Channels

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Outbound Dialer(OBD)-Automated Voice Calls
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SMS Messages & WAP Pushes
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MMS- User Experience
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MMS Contents:
1. Subject
2. Rich Media Body
3. Call To Action

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MMS Rich Media Content

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• Instant delivery of promotions
• Does not require mobile data
• Low probability of accidental clicks
SMS
• Images and media can be delivered to feature phones
• Stays in the inbox: Can be revisited and forwarded
• Video Content can be explained via 500 word textMMS
• Users prefer voice as a medium for activations
• Easy to communicate in vernacular languages
• Circumvents literacy barriers
Out Bound
Dialing (OBD)
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Advantages of Mobile Advertising

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Brands Currently Live

23. Thank You