Mobile is the primary screen for users in emerging markets. A campaign in India used mobile ads to provide coupons to users who entered their number, successfully delivering 2000 coupons per day. Another campaign used in-app ads on a mobile network to install a cricket app, achieving over 285,000 downloads in 3 weeks across several countries. To succeed in emerging markets, brands must focus on mobile-first users, communicate across fragmented ecosystems, leverage mobile data, utilize mobile payment options through telcos, and measure performance on mobile platforms.

6. In Emerging Markets, Mobile is not just
another screen
it’s THE Primary Screen

18. It’s a cash-led ecosystem

21. MyEG

22. Performance on Mobile

23. ROI Driven Mobile Marketing
Outcome Focused, beyond clicks
Cost per Visit
Cost Per Lead
Cost per View
Cost Per Download
Cost Per Acquisition
M-Coupons
Cost per Engagement*
*Available on Rich Media only

24. Deals & You
• Aim: To increase the user base by providing coupons
through mobile ads
• Solution: Users would enter their mobile number
on a landing page after clicking on Ads that
showcased the deal. Users received a COUPON via
sms on their mobile number.
• Results: Campaign objective completed with a
8.48% CTR and total of 2000 coupons delivered/day

25. Yahoo APP Install
 Aim: Yahoo! wanted to launch new cricket app,
maximize installs
 Solution: Vserv ran App Install campaign on its InApp and Wap network. Vserv’s unique advertising
model ensured client is charged only on successful
installation of the App
 Results: Full Screen In-App Ads on Vserv Network
delivered 2,85,000 downloads in 3 weeks
 Market: US, ME and India

27. How To Win Emerging Markets
1
Strategize for the Mobile First User
2
Singularity of Communication Across Fragmented Ecosystem
3
Leverage Mobile Audience Data
4
Utilize Mobile Currency via Telco partnerships
5
Performance on Mobile

28. Thank you
THANK YOU
Partners