Mobile Advertising presentation delivered during VAS India 2012, April 2012

1. Mobile Advertising and Marketing
– The future of Mobile Telephony?
Akhil Minocha

2. “Everything that can be invented has been
invented”
CHARLES H DUELL, COMMISSIONER OF PATENTS, 1899

3. “There is a world market for maybe 5 computers”
THOMAS WATSON CHAIRMAN OF IBM, 1943

4. “No One” , he declared , “would want more than
640 K of RAM”
BILL GATES, 1982

5. BELIEVE IN THE FUTURE…….
THE FUTURE
IS
HERE……….
THE FUTURE IS
NOW !

6. Why Mobile - The Mobile Invasion
Most people engage more with their phones
than with their spouse
At least 50% people have their phone
within in 5ft distance while sleeping
Its Personal Its Direct Its Engaging
It is in home It is out of home
It is probably as interactive as you can get

7. Mobile – The ultimate Swiss Knife
The Customer has found the ultimate Swiss
Knife
– Watch + Alarm clock
– Portable Media Player
– Internet Browser
– Ticket substitute
– Gaming device
– Search device
– Camera + Photo album
– Pen drive
– GPS + Map
– Cricket / Stock Updates

8. New Media
Enabling ad inventory across multiple platforms
Print
Web TV
SMS/
MMS Idle time
Mobile TV
Radio Mobile and Video
Ringbac
Adv.
outdoor
Applications/
downloads
WAP/
mobile web
Mobile
Search

9. What Advertisers Want
• Increasing number of advertisers are looking to Mobile as a
Media to reach their consumers
• Most Big brands have tried Push SMS
• Most of them are looking for better ways to reach targeted
consumers

10. The change has come …the change is now
Mobile Advertising and marketing will eventually overtake online
advertising

11. Mobile Advertising Industry to reach 24 Bn USD
by 2015 INFORMA
Asia Pacific will be the largest market contributing
to the growth

12. Publication houses - Challenges
• Growth & Penetration
• Distribution
• Lack of Interactivity
Mobile Media – Opportunities
• More Indians logon to the Internet using their Mobile Phones
• Mobile as a media is the backbone of all interactive media
• Widest reach across any media
• Reach equivalent to any comparable media (Print or TV with less
fragmentation)

13. Publication houses - Challenges
• Growth & Penetration
• Distribution
• Lack of Interactivity
Mobile Media – Opportunities
• More Indians logon to the Internet using their Mobile Phones
• Mobile as a media is the backbone of all interactive media
• Widest reach across any media
• Reach equivalent to any comparable media (Print or TV with less
fragmentation)

14. Why Mobile Advertising?
• Mobile is highly personalized device, not a shared
one
• A lot more subscriber information is available
• Ability to mine data and learn more based on user
behavior and predictive correlation
• High growth potential

15. The 3 P’s – Pillars of Mobile Marketing
• Permission - People will decide what they see/receive/engage
with, so we need to ask their permission
• Privacy - People will decide where their data is and how it is
used, so we need to respect their privacy
• Preference - People will decide what content they find relevant,
so inference and assumption have a limited lifespan

16. Mobile Advertising and Marketing
Mobile Advertising : Mobile Marketing :
Any form of advertising using mobile as Includes everything from Mobile
the media channel Advertising plus few other things
Mobile Search Engine
Text Messaging
websites Marketing
Banner Video Mobile
Advertising Advertising Commerce
Ringtone Idle Screen Bluetooth
/ Answertones Advertising Marketing
Primary Differentiator
MOBILE ADVERTISING INVOLVES AD SALES / AD PLACEMENT
MOBILE MARKETING INVOLVES CUSTOM CAMPAIGNS BY BRANDS, AGENCIES AND SERVICE
PROVIDERS
16
USED INTERCHANGEABLY

17. The Mobile Advertising Value Chain
Marketing
Advertisers Agencies & Content Aggregators Device Wireless
Enablers Subscribers
/ Brands Media Providers Makers Operators
Buyers
Advertisers need…
Targeting • Aggregated and specific customer information (e.g. age, gender, segment, lifestyle)
Measurability • Ability to track consumer engagement by counting clicks vs. displays
Relevance • Ads must be conveyed to the precise target in the right context …
Location • Information on the consumer location to increase relevance of ads

18. Examples of advertising functionality
Banner or Display Interstitials ’pop ups’
Advertising
 Clickable, interactive and targeted  Show targeted advertisment
ads while downloading games etc.
 Contextual, user group specific
and / or location based

19. Advertising functionality
Examples of advertising functionality
Contextual targeting
via SMS
User is targeted Ads relevant to content and is displayed in non intrusive
manner

20. SMS Marketing
• User customized SMS Chasers based on details in the
SMS alert
SMS Alert SMS Chaser
Account Bal in A/c Best interest rates
xxxxx137 is Rs on FD 10.5 % for 400
100,000 on 8th Oct days. For more
2008 details visit nearest
branch

21. Mobile Advergaming
• Mobile game created
for Colgate MaxFresh
• Promoted through
website and WAP
campaign.
• Promoted both online
and through SMS push

22. Interactive Mobile Ads
SMS2.0 window showing Ad banner stays when While message is being Full Screen Message with
contextual ad. This is message is being sent, teaser blows up interactivity Options. These
targeted to the user’s composed into full screen giving could include:
demographic profile the entire screen area • Click to Call
(gender, age, location) to the advertiser to
and content interest communicate with the • Click to SMS
areas. user • Go to WAP page

23. Case Study -McDonalds – Mass Market Sweepstake
An Innovative campaign that inspired Loyalty amongst
customers

24. The future of Mobile Advertising
• Increase usage of Internet over Mobile – Almost all
phones will browse
• M-Commerce
• Personalized offers through GPRS
• Geographic targeting through Location based
services
• Ad funded video portals / Mobile TV will gain
traction

25. THANK YOU