Mobile Monday 07/2013: Beyond the banner on mobile
Emerging markets or Available markets
2. Emerging Markets Or The
Available Markets
Narayan Murthy Ivaturi
GM –Global Sales &
Strategy
VServ.mobi
3. Emerging Markets are Driving the Mobile
Ecosystem
Emerging markets like Asia Pacific will add nearly half of all new
connections between now and 2017
(1.4 billion)
Mobile powerhouses - China and India will contribute over 1 billion
Mobile Internet Users by 2015
# Mobile Internet Users in Emerging Markets
> All of these markets together (US, UK, Japan, Germany, France,
Australia & Canada)
4. How To Win Emerging Markets
elements of a winning strategy
5
8. Mobile is the first choice for all media
consumption needs – voice, messaging,
video, music, content, news…
9. Reason, Relevance & Richness are key to
engage with them.
Need of a Wholesome Experience!
10. HALLS IVR
• Aim: To engage the Youth by leveraging the Power
of Mobile
• Solution: The users would come across a premium
full screen ad which asked them to
‘Light Up A Village With Their Breath’.
• Results: Delivered a total of 1.35 mn clicks with
10.1% of clicks leading to a 135,701 calls to the
IVR
20. • Brief: Dove wanted to acquire new users for
their Dove skin-care products range with trials.
• Solution: Leveraged Smartphone + Feature
Phone Users hence delivered a unified message
adapting to different devices
• Results: Delivered a CTR of 11.36% on App.
Dove got more than 10,000 registrations
Dove Indonesia
28. • Brief: By partnering with DiGi Telecom, MyEG
wanted to increase their renewals for road / motor
tax insurance on both smartphones & feature
phones.
• Solution: Leveraging the talk-time benefits via
Telco Partnership
• Results: Within 20 days, campaign led to an
increase of 50% in DAR (Daily Average
Registrations)
MyEG
29. Advertisers Should Recognize…
• USER is the King, understand them better
• Reason, Relevance and Richness are key to
engagement
• Emerging markets are high on potential but require constant
Innovation and Disruptive Thinking
• Collaboration with key stake holders to deliver a powerful
impact
30. How To Win Emerging Markets
Strategize for the Mobile First User
Cross the Language & Culture Barriers
Singularity of Communication Across Fragmented Ecosystem
Leverage Mobile Audience Data
Utilize Mobile Currency via Telco partnerships5
4
3
2
1
Hinweis der Redaktion
Emphasize on India & SEA Region.
Aim: To engage the Youth by leveraging the Power of Mobile which in turn would help the brand actively engage with their target audience (youth) surrounded by a social cause
Solution: user would come across a premium full screen ad which asked them to ‘Light Up A Village With Their Breath’. Vserv.mobi powered this In-App campaign to successfully deliver the message using a Click to Call mechanism. Every single call the users made to record the breath was counted towards planting a windmill in villages with poor electricity infrastructure.
Results: Delivered a total of 1.35 mn clicks with 10.1% of clicks leading to a 135,701 calls to the IVR
4 Unique Points in Emerging Markets:
Culturally & Linguistically Unique
English is rarely the Primary Language
Local Content is key to connect emotionally
Content is increasingly getting App-ified!
Advertise on Bollywood Apps to reach the right TG
4 Unique Points in Emerging Markets:
Culturally & Linguistically Unique
English is rarely the Primary Language
Local Content is key to connect emotionally
Content is increasingly getting App-ified!
Advertise on Bollywood Apps to reach the right TG
4 Unique Points in Emerging Markets:
Culturally & Linguistically Unique
English is rarely the Primary Language
Local Content is key to connect emotionally
Content is increasingly getting App-ified!
Advertise on Bollywood Apps to reach the right TG
Aim: To engage the Youth by leveraging the Power of Mobile which in turn would help the brand actively engage with their target audience (youth) surrounded by a social cause
Solution: user would come across a premium full screen ad which asked them to ‘Light Up A Village With Their Breath’. Vserv.mobi powered this In-App campaign to successfully deliver the message using a Click to Call mechanism. Every single call the users made to record the breath was counted towards planting a windmill in villages with poor electricity infrastructure.
Results: Delivered a total of 1.35 mn clicks with 10.1% of clicks leading to a 135,701 calls to the IVR
OS / Device
Ideally in all media vehicle, we had media data – TV – TAM, etc
Mobile has this data as well as profile data like telco data
Credible User Data from Telcos + Mobile App & Device Data from Network = better targeting