How Turkish Airlines partnered with InMobi to bridge brand awareness from the real-world to mobile devices.

1. Building Brand Awareness Through
Real-world Gamification
Rob Jonas Neset Dereli
VP EMEA Interactive Marketing
Communication Manager

2. JAPAN
NORTH AMERICA
North America EME
119 M 149 M APAC
16 M
246 M
AFRICA
Africa
LATIN AMERICA
Latin America
35 M
22 M
578M mobile consumers 93.4B impressions per month 165 countries
Touching 40% of mobile Internet users globally,
on average 200 times a month

3. Simplifying Mobile Advertising
Mobile Creative Mobile Reach Mobile Analytics &
Research
The Leading HTML5 Largest Independent Universal Analytics &
Ad Creation Platform Mobile Ad Network Research Solutions

5. Mobile is Part of
Daily Life Globally,
Mobile web
time is “me”
19% In the 15%
time: it is
bathroom Shopping usually a
personal
67% rather than a
Lying in bed 15%
22%
Spending time
social shared media
event
with family
experience
25% Commuting
47% 39%
Waiting for While watching
Source: InMobi Media Consumption Aug 2012
something TV Sample size: n = 11,040

6. Reach
Engaging
Targeting
Contextual
Personal
Social
Why Mobile?

7. Global Media Consumption
The average mobile web user in
Germany consumes 7.2 hours of
media daily. Mobile devices
represent 27% of this time.
Mobile share has
overtaken TV and is
catching up to
Online Media.
Source: InMobi Media Consumption May 2012 Sample size: n = 11,040

8. of Global smartphone and tablet
39% owners use their device while watching
TV
Source: InMobi May 2012; IAB 2012

9. The Power of Touch
It’s personal, emotional and intimate

10. Always
On
Device

11. OS/Handset Audience
Geographical InMobi Content/Time
Targeting

12. Mobile 22%
Social Media
(e.g. Facebook,
Twitter etc.)
Devices 19%
Entertainment
(music, videos
are etc.)
18%
Innately Play Games
14% General Info
(Search, Sports,
Social News etc.)
12% E-mail
7% Local Search
8% Shopping
Source: InMobi & On Device Research, Mobile
Media Consumption Research Feb 2012
Sample size: n =10,699

15. Connecting the
Physical World to
the Digital
Landscape
Gamification to Engage the
Consumer during the
Olympics
QR Flags by Turkish Airlines

17. QR
Flags
Mobile
Banners

20. Reach Consumers
Engagement
Personal
Targeting
Contextually Relevant

22. Context Bespoke,
personalized
ads are targeted
at the user
Phone based off the
assimilated context
Individual
Personal
Experiences
with Mobile
Device
Contextual
Awareness
Device learns user
patterns and is aware
of its surroundings
Information about
the user pinged back
to the ad server

25. Thank Rob Jonas
VP EMEA InMobi
you. Neset Dereli
Interactive Marketing
Communication Manager Turkish
Airlines
Facebook.com/inmobi
Twitter.com/inmobi