These days mobile advertising is synonymous with emerging markets like the Asia-Pacific regions. But these regions require a different mindset and skill set to pull off successful campaigns. mKhoj showcases its success stories and gives regional insights on how to create unique campaigns in these markets

1. Mobile Internet in APAC – Unique Campaign
Strategies
Abhay Singhal
Co-founder and Head, Global Ad Sales
mKhoj

2. mKhoj – a Mobile Advertising Marketplace
•Over 600 Publishers | 150+ Advertisers | 1.5 Billion+ Ads /month
•Focused on APAC and Africa
•In-house creative teams to work with agencies and advertisers.

3. Case Study – Sony Ericsson
Objectives
• Create BUZZ about the launch in first week of campaign activation
• Drive pre-bookings for the phone before it hits the market
Campaign CTR of 2.3% across
WAP site was designed to drive
TEXT & BANNERS
engagement and interaction
with XPERIA through:
• Users Downloading XPERIA
Application – 14.41%
• Mobile Video Viral (feels
• Download/Click Ratio for
incomplete)
XPERIA Wallpapers –
• Demo Videos 33.17%
• Application & Wallpapers • Video View Ratio – 7.34%
• Booking to Click Ratio –
To increase the viral marketing 0.4%
impact, the booking form had
• Percentage of Users
an quot;Inform Friendsquot; tool
INFORMING Friends about
Booking – 84.5%

4. Case Study - Yamaha
Objective
• To reach out to YOUNG Male audiences & build RECALL
• Create WOW amongst prospect group through Images, Videos Reviews of OWNERS of
FZ16
Campaign CTR of over 1.3%
across TEXT & Banners with a
mKhoj Designed a WAP
peak of 6.6% for Banners
site which allowed
prospects to learn more
• Users Downloading
about the BIKE thru – Yamaha TVC – 9.54%
•Review Videos of FZ16 • Views of REVIEW Videos–
Owners 6.15%
•FZ16 Wallpapers • Wallpaper Downloads –
6,206
•Bike Tips
• Users REFERRING Friends
mKhoj also provided – 1%
REFERRAL to get FREE • %age of Referees Visiting
Word of Mouth the Campaign Site – 18%
• Users accessing
Showroom Locator –
6.82%

5. Case Study - Reebok
Objective
• Supplement launch of Reebok’s New Campaign called “YOUR MOVE” on Mobile and
engage with the TG through Contests & Reebok’s Mobile Merchandise
Campaign CTR of over 2.3%
mKhoj Designed a WAP
450,000 users visited WAP
site which allowed–
site
• Celebrity Engagement
14% users located stores
• Contest and gratification
• Peer to peer engagement Average Page-view per visit
of 3.6
•Customer Relationship
Management 10% users participated in
contest
9.8% subscribed for future
promo

6. Common things across all campaigns
• Big spenders on advertising across geographies.
• First time digital advertisers. Took a lot of time to convince.
• Mobile has now become standard part of media plan.
• Client Media agencies far more receptive to integrating mobile
advertising as part of the campaigns.

7. Why do we think these campaign worked?
• Conceptualize local campaigns
• Execute with local lay of land in mind.
• Associate with cultural context.
• Measure to demonstration of Success.

8. How APAC is different?
• Mobile penetration is far ahead of PC and Internet penetration.
• Smart phones are still a distant dream.
• Young Users (15-25 Yrs) are the most dominant consumers of mobile
internet.
• High consumption – low (or no !!) local content generation.
• PC internet isn’t a well adopted advertising medium.

9. Approach to grow the mobile advertising ecosystem?
• Educate brands and advertisers
• Empower ad agencies with education, technology and experience.
• Create local case studies
• Encourage local inventory generation through effective monetization.

10. Thank you
Abhay Singhal
abhay.singhal@mkhoj.com