MaxAxion Africa Sales Deck

“Nothing gets you closer to your consumers
than mobile. Nothing”
You should care because:
1.  Africa is a mobile first
society
2.  Mobile Media is the
fastest growing mass
medium around
3.  Its’ not the phone
that’s mobile – it’s the
audience
4.  Mobile makes your
media budgets work
harder
5.  Its interactive and
allows response at
point of impulse
6.  Mobile adds value at
every stage of the
path to purchase
Traditional ATL BTL
Direct / CRM
Digital
Social
• Service
• Loyalty
• Rewards
• Social
• mCommerce
• mCRM
• Up-sell
• Cross Sell
• Mobile Advertising
• Direct Response
• Permission
Marketing
• Mobile Internet
• Games
• Branded Utilities
• Community
Awareness Acquisition
RetentionGrowth
Mobile’s role in the path to purchase…
Mobile’s role in the marketing mix…
DeliversMobile Mobile

Its effective
Offers reach at scale…
Brands can Innovate
with targeting
Performance and
engagement driven
Premium and Mobile
media
Research shows, mobile
delivers more value for
money than traditional
and online forms of
advertising

66%
58%
49%
38%
15%
15%
13%
18%
Strongly Agree Somewhat Agree
Most users will
tolerate mobile ads;
In Africa we’re much
more positive
towards them!
66%
46%
51%
30%
22%
17%
16%
21%
I'm happy to see ads on
mobile websites as long
as the websites are free
to access
I'm happy to share my
location to get more
relevant services and
offers
I'm happy to see ads in
my appa as long as the
apps are free
I enjoy playing
Advergames ( games that
incorporate ads/brands)
66%
58%
49%
38%
15%
15%
13%
18%
Global
Avg.
27%
41%
38%
42%

Social
Networking,
19%
Web or Email,
14%
Calls, 11%
Texts, 15%
Apps, 15%
Music, 16%
Banking, 3%
Games, 4% Video, 3%
Nigeria 16%
Kenya 18%
Nigeria 38%
Kenya 16%

A demand-side platform (DSP) is a system that allows buyers of digital
advertising inventory to manage multiple ad exchange and data exchange
accounts through one interface. Real-time bidding for displaying digital ads
takes place within the ad exchanges, and by utilising a DSP, marketers can
manage their bids for the banners and the pricing for the data that they are
layering on to target their audiences. Much like Paid Search, using DSPs
allows users to optimise based on set Key Performance Indicators such as
Effective Cost per Click(eCPC), and Effective Cost per Action(eCPA).
DSP’s are unique because they incorporate many of the facets previously
offered by advertising networks, such as wide access to inventory and
vertical and lateral targeting, with the ability to serve ads, real-time bid on
ads, track the ads, and optimise. This is all kept within one interface which
creates a unique opportunity for advertisers to truly control and maximise the
impact of their ads. The sophistication of the level of detail that can be tracked
by DSP’s is increasing, including frequency information, multiple forms of
rich media ads, and some video metrics.
MaxAxion Powered
by StrikeAd offers
marketers access to
one of the only
mobile engineered
mobile DSP’s
globally!

•  Huge mobile user reach
working across
exchanges and
targeting relevant
audiences
•  Rich media and tablet
options, campaign
design UI, with control
•  Deliver ads in different
formats and smart
campaign reporting
•  Reduce ad spend and
deliver greater ROI with
brand safety
Click to
Video
•  Video Asset
Capabilities
•  CPI Pricing
Available
Click to
App Store
•  Drive Physical
Location Visits
Click to
Map
•  Track Call
Duration
Click to
Call
•  Drive Website
Traffic
Click to
Site

Africa
Daily
Impressions

Android

151
M

iOS

66
M

Windows
Phone
3.1
M

Other

372.3
M

*Site
lists
on
request

Total
Monthly
Impressions:

17.7
B

Average
CPC:
$
0.12


ü Generic Targeting
•  Price
•  Creative Size
•  Product Category
•  Region / Micro Location /
Postcode
•  Day / Time of Day
•  Day of Week
•  Site Domain
•  Publisher ID
•  Site / Application
•  Content Vertical
•  Audience
ü Mobile Specific Targeting
•  Device Operating System
•  Series
•  iOS
•  iOS Application
•  Device Make
•  Device Model
•  Manufacturer
•  Telco Carrier
•  ISP
•  Cell / WIFI
Through our unique platform and partners, MaxAxion provides the ability to reach and
engage niche audiences with enriched data and targeting capabilities
Rich Media & Creative
Audience Targeting
Brand Safety and Privacy

Nothing will get your
brand closer to its
audience than
MOBILE …
With more than 265m
subscribers and >300Bn
impressions possible this year in
South Africa…
can deliver on this promise!

Mobile Media Options…
Text Tags Voice Mobile Internet Permission Marketing
From Text, to Voice and Data - RAMP allows you to reach and engage your audience
regardless of the type of phone they have, with billions of ad impressions each month.
Mobile is no longer monolithic – we can reach the entire pyramid – smartphones and data / or not

Text Tag
Advertising
Options…
•  Please Call Me’s
•  Missed Call Alerts
•  Service Notifications
•  End of Call Notifications
•  Recharge Notifications
•  Balance Checks
•  Depending on the ad unit, a 40, 60 or
100 character text advert is placed at
the end of the message or notification.
•  Advertisers can include different forms
of messages and calls to action,
including:
1.  Brand Message
2.  Promotional Message
3.  Click to Call
4.  Click to Call Back
5.  Click to Mobi
6.  Click to USSD
7.  Or simply drive consumers to
purchase or to store
•  Media is booked in time slots and
minimum blocks of 1 million
impressions or more
•  RAMP can assist with mobile
advertising enablers to make your
media budget work harder
Traditional
Advert
Text Tag
Example
Please Call Me:
0123589875
AD: Nakumatt Smart
Offer: 46” LCD for only
KSHS 89,995 – Galleria
grand opening special.
Click http://lnq.in/
nakumatt
OK Reply
Please Call Me Notification

Landing Page
Mobile
Display
Advertising
Options…
•  Mobile Internet is the channel most
consumers in Africa experience the
internet
•  Mobile Display Advertising on
premium properties like Airtel Live
provides high volume, high
conversion options for advertisers to
reach a mobile audience
•  RAMP offers a number of options to
drive traffic to your mobile internet
sites, including:
•  Text Ads
•  Static Display Ads
•  Animated Ads
•  Rich Media Ads
•  Tenancies
•  Media can be booked on a CPM
(Cost per thousand impressions) or
CPC (cost per click) basis.
•  RAMP can assist with mobilising
your creative, content and
campaigns
•  Text Ads
•  Static
•  Animated
•  Rich Media
•  Tenancies
Mobile Web

Response
DatabaseVoice
Advertising
Options…
•  Hello Tunes
•  Voice Messages
•  Outbound Dialler
+ IVR
•  Depending on the ad unit, a 10” 30” or 1
minute audio clip can be delivered to the
audience. Ad units include:
•  Sponsored Hello Tunes which are played to
the caller while the call is waiting
•  Voice messages delivered to the
subscriber’s voice mail box
•  Voice calls to the subscriber which can be
extended with IVR applications and call
switching to your call centre
•  Advertisers can include different forms of
messages and calls to action, including:
1.  Brand Message & Jingle
2.  Promotional Message
3.  Options to:
•  Connect to operator
•  Request a Call Back
•  Request link to Mobi
•  Request short cut to USSD
•  Media is booked in time slots and minimum
blocks of 1,000 to 100,000 calls per day
•  RAMP can assist with adapting existing
creative and mobile advertising enablers to
make your media budget work harder
Audience
Database
Outbound Dialler IVR Number
Inbound Call
Answer
Ignore
Audio Message
Inbound Call
Dial 1
#
Interactive Voice

Think
Mobile!
RAMP and airtel
allows the most cost
effective, pervasive
and engaging
opportunity to reach
your African
audience!
Awareness
Reach millions of
consumers through voice,
data or text and promote
your brand, message or
product
Response
Add a call to action,
track response and drive
sales
Engagement
Build a community
around your brand and
get deep insight into your
audience
Voice
• Triggered or
Outbound Calls
• Interactive IVR
• Click to Call
• Call Backs
Internet
• Banner Ads
• Text Ads
• Lead
Generation
• Community
• Permission
Based
Outbound SMS
• Bulk
• Segmented
• Personalised
• Triggered
• Tagged Text
• Awareness
• With Call to
Action
Data
Text

Case Studies
RAMP has run successful trials with our Operator Partners in Africa and
the results are AWESOME!!!

Case
Studies
Nigeria
Your recharge wassuccessful.
Ad: Apply for OIL&GASJOBS, BANKING JOBSand ENGINEERINGJOBS. Upload your CVon www.jobberman.com
OK
Airtel Service Notification
Your recharge was
successful.
Ad: Get the latest
local and international
news here –
www.wazoow.com
OK
Airtel Recharge Notification
Call to Action:
Go to mobi
Your recharge was
successful.
Ad: Make your content
generate extra money for
you. Register as a tutor
today on www.tutor.ng
for your free trial.
OK
Objective:
Awareness and driving
traffic to mobile property
Target Audience:
All users on Airtel Network

Case
Studies
Nigeria
Your recharge of500.00 was successful.
To transfer funds andpay bills, dial *894# toregister for Firstmoniefrom First Bank
OK
Join Peak Milk
Women's Forum on
Blackberry. Add our
BB pin: 2A4AC53C.
Win Gifts, Learn, Share
& Bond with others.
Courtesy Peak Milk
OK
MTN SMS Push
Reply
Target Audience:
Blackberry users in Lagos
and Oyo State
The habit of Hand
Washing is a habit
worth catching! Dettol
wants you to learn this
habit! Find out how
you can learn and
win BIG Visit
www.dettolghd.com
OK
MTN SMS Push
Reply
Target Audience:
Smartphone Users capable
of clicking to mobile web
Target Audience:

Case
Studies
Commercial in Confidence. All Rights Reserved. MaxAxion 2014
Nigeria
Your recharge wassuccessful.
AD: Dress to impress –abovebeyond.com.ng
OK
Your recharge was
successful.
AD: From the Kitchen
to the Bedroom; give
your home the ultimate
treat www.KONGA.com
OK
Airtel Recharge Notification
Call to Action:
Go to mobi
Your recharge was
successful.
AD: Looking for Jobs in
Nigeria, search here
http://jobs.wazoow.com
OK
Objective:
Awareness and driving
traffic to mobile property
Target Audience:

Click on the link belowand follow instructionsto participate in theDettol Hand Washing
competition.
www.dettolghd.com
OK Reply
Case
Studies
Nigeria
The habit of Hand
Washing is a habit
worth catching! Dettol
wants you to
learn and WIN BIG.
Text ‘Y’ to participate
in the competition.
Text response is FREE
OK
MTN SMS Push with iSMS Reply
Reply
Target Audience:
18 to 35 male and Female
Response:
38.7% Engagement Rate
Reply
Text
Rocks!
Washing
your hands
too!

AirtelEOCN
AirtelLiveMobiAirtelLiveWeb
Campaign:
Nokia Asha 500/503 Get Iced
Launch of Nokia Asha 500 and
503 with in Kenya with
“Get Iced” Swipe Snap Share
SMS and mobile web game
mechanic.
Operator Media Partner:
Airtel
Media Sales House:
MaxAxion
Mobile Agency:
SilverstoneCIS
960x341
400x260
399x202
252x214
240x84
267x202 277x202
SMS
Ice
to
20096
:

Get
Iced
with
Nokia
-‐

Check
out
the
new
Nokia

Asha
500/503
Dual
SIM,

play
the
game
and
win

cool
Nokia
prizes!
SMS

Costs
1KSH.
T&Cs
Apply

160 Characters (No click)
http://lnq.in/ashaicemw
http://lnq.in/ashaicemw
Objectives
1.  Drive mass awareness of
product launch
2.  Drive engagement with users
on SMS and mobile web
3.  Build a prospect and
customer database
Media
1.  160 Character Text Ads on
End of Call Notifications
(USSD)
2.  Display Banners on Airtel
Live Web and Mobile
Channels
CASE STUDY
Kenya

Exposure
13m Impressions
delivered in 2 days.
31m impressions in
total over 5
campaign days.
1 672 903
4 743 682
3 195 279 3 270 223
1 708 901
2 227 294
2 202 049
2 219 729 2 245 997
2 328 620
588 473
1 717 695
1 158 750 1 179 554
607 615
0
1 000 000
2 000 000
3 000 000
4 000 000
5 000 000
6 000 000
7 000 000
8 000 000
9 000 000
10 000 000
2014-04-01 2014-04-03 2014-04-08 2014-04-09 2014-04-10
Balance Enquiry EOCN Voucher Refill
Date
Balance Enquiry
EOCN
Voucher Refill
Grand Total

2014-04-01
1,672,903
2,227,294
588,473
4,488,670

2014-04-03
4,743,682
2,202,049
1,717,695
8,663,426

2014-04-08
3,195,279
2,219,729
1,158,750
6,573,758

2014-04-09
3,270,223
2,245,997
1,179,554
6,695,774

2014-04-10
1,708,901
2,328,620
607,615
4,645,136

Grand Total
14,590,988
11,223,689
5,252,087
31,066,764

CASE STUDY
Kenya

Response &
Engagement
Value Exchange
creates a
conversation
SMS MO Responses
EOCN/BC/VR
160 Characters (No click)
UserAction
SMS
ICE to
20096
ReplySMS
Play the game, get
iced and stand a
chance to win cool
prizes. Click http://
lnq.in/ashaea to
enter & check out
the new Nokia Asha
range of
smartphones!
EngageonMobi
Smart and Feature
phone ready mobi
site where users
can engage with the
campaign.
1. Exposure/Activation 2. Reply 3. Response
CASE STUDY
Kenya

Email:
nicolle@maxaxion.co.za
Visit:
maxaxion.com
Call:
+27 72 755 0425
Let’s Chat…

MaxAxion Africa Sales Deck

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