2013 AdReach annual M-Advertising performance summary and case studies for Indonesia Mobile Advertising. AdReach is XL Axiata's independent network and digital media aggregator business unit providing Mobile and Digital Media Advertising solutions for Brands and Advertisers.

1. M-MARKETING
Short Story - XL Axiata Version
adreach.co
Twitter: @xladreach | e-mail: advertising@xl.co.id

2. EXECUTIVE SUMMARY
XL Axiata M-Marketing 2013 Stories
The following data and information are for public consumption released by
AdReach, XL Axiata M-Advertising Business Unit and therefore may not reflect
directly or indirectly to XL Axiata operational as Mobile Network Operator.
AdReach is an independent network and digital media aggregator operating
under XL Axiata an MNO based in Indonesia. AdReach serves advertisers,
publishers and agencies in delivering Mobile and Digital Advertising to telecom
operators’ subscribers (XL, Telkomsel, Indosat) and internet media channels.
adreach.co
Twitter: @xladreach | e-mail: advertising@xl.co.id

3. Herwinto Ch. Sutantyo
Brands building since 1993
Telecom & IT sectors since 1998
Digital Creative Advertising since 2002
Educated & trained as Graphic Designer
adreach.co
Twitter: @xladreach | e-mail: advertising@xl.co.id

4. INDONESIA MOBILE ADVERTISING
Critical Milestones (XL Axiata version)
2012
X
04.2013
11.2013
01.2014
XL Axiata dropped
SMS Bulk/
Broadcast from MAds inventory
Multi-Telco
Collaboration.
Multi-Network
DSP & Mobile
RTB implemented
at XL Axiata
Xtra - Opt-in
Mobile Advertising
subscribers reached
11.5 million (XL)
Z
XL Axiata
implemented
KYC (Big Data)
for Advertising
01.2013
Q
Indofood Pop-Mie
Campaign
O
w
6
Mobile Advertising
for SME/UKM
launched.
08.2013
adreach.co
7
XL Axiata as COE
for APAC
Regional MAdvertising.
b
Ads for SME
grew 1568%
Brand Endorsed
Telecommunicat
ion Package
12.2013
03.2014
Twitter: @xladreach | e-mail: advertising@xl.co.id

5. INDONESIA MOBILE ADVERTISING
2013 Overview (XL Axiata)
INDUSTRY SERVED
CAMPAIGN TYPE
MARKET SIZE
Top 4 sectors served by Mobile Advertising
Type of Mobile Campaigns engaged
23%
57%
13%
g
20%
TI
V
E
E
Es
SM
AU
TO
M
O
C
O
N
SU
M
ER
S
BA
N
KI
N
G
54%
10%
REACH (57%) vs
ENGAGEMENTS (43%)
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ANALYTICS
DRIVEN (20%) vs
PROFILED
PLACEMENTS
(80%)
Twitter: @xladreach | e-mail: advertising@xl.co.id
306
advertisers
served
817
mobile advertising
campaigns executed

6. DIGITAL MARKETING TRENDS
ADAPTATION
Marketers and their
options of media use
must quickly adapt to
consumer digital habits
BIG DATA
Consumer Data
Profiling and Habits are
becoming importance to
marketers worldwide
INTEGRATION
Integration & Ubiquity
between Digital Media
Channels are crucial.
TIME TO MARKET
Ü
TRENDS
AMONG
BRANDS
STRATEGIC
Marketing Strategy has risen
as Digital Media Channels
provide spectrum of varieties
in executions.
adreach.co
Twitter: @xladreach | e-mail: advertising@xl.co.id
Time to market
becoming quicker and
therefore requiring
marketing tools that can
adapt
ROI
Marketing ROI has
becoming more and
more crucial as global
ads spend drop

7. INDONESIAN ON SMARTPHONE
Use mainly for communication - Chatting*
*) Nielsen - Informate ODM Panel, May 2013
62
Min
7Min
0.3279
0.0377
189MINS
0.1959
0.2391
37
Min
0.199
16
MINS
38
Min
34
MINS
SOCIAL
NETWORKING CHATTING
45
Min
Applica�ons
adreach.co
Browsing
Communica�on
Twitter: @xladreach | e-mail: advertising@xl.co.id
Device
management
Entertainment

8. Copyright
©2012
The
Nielsen
Company.
Confidential
and
proprietary.
HIGH
ENGAGEMENT
IN
CHATTING
ACTIVITY
ACROSS
AGE
GROUPS
Explore
Chat
App
bundling
targeting
36-­‐40
yrs
age
group
as
they
spend
considerable
amount
of
time
in
chatting
Overall
SmartPhone
Usage
Time
spent
[Minutes/
day]
Time
spent
per
day
(Minutes);
May
2013
76
62
31%
2%
56%
12%
19
36% 27
2%
1
2
34% 25
34
27% 20
7
Weighted
Base 1030
34
OVERALL
15-­‐17
CALL
59
65
34%
1%
21
11%
7
14
30%
1
3%
2
60%
35
54%
33
68%
43
53% 26
12%
7
12%
8
7%
4
12%
1
35
22%
16
27%
2%
54%
49
64
61
18
3%
31% 15
2
3%
449
254
149
63
25-­‐30
31-­‐35
36-­‐40
6
81
18-­‐24
2
40+
CHAT
Source:
Indonesia
ODM
Panel,
May
2013
(Wtd)
EMAILS
MESSAGING
All
figures
represent
DPD
in
Minutes/Day
�8

9. INDONESIAN ON SMARTPHONE
Share of Time Spent on Online Activities
Time spent per day (Minutes)
62
Min
0.1014
0.0382
0.329
i
Benefit from
increased
content
consumption?
100
Mins
Consumers in Indonesia
spend higher time on ‘online’
activities
0.5315
Offline
Online
Calls
Messaging
All
figures
represent
DPD
in
Minutes/Day
adreach.co
Twitter: @xladreach | e-mail: advertising@xl.co.id

10. INDONESIAN ON SMARTPHONE
Data
Consump�on
in
May’13
40
%
Data Consumption
30
38MB/Day
%
i
%
0.342
Entry:0-­‐5MB/mth
Casual:5MB-­‐150MB/mth
Advance:150MB
-­‐600MB/mth
Expert
(>
600MB
Per
Month)
20
increase data
revenue
0%
10
%
0.658
Cellular
Wi-­‐Fi
All
figures
represent
data
usage
in
MB
per
day.
adreach.co
Twitter: @xladreach | e-mail: advertising@xl.co.id
Data
Consump�on

11. BRANDS AS MOBILE CONTENT
adreach.co
Twitter: @xladreach | e-mail: advertising@xl.co.id

12. BRANDS AS MOBILE CONTENT
j
GROWING TRENDS
Brands seeing mobile for being portable
and always connected.
Smartphone provides PC interactivity and
richness to go direct to the consumers.
Social - Location - Mobile inherited in
today’s smartphone = native advertising
Curated
Original
Kraft Foods OREO - Oreo Twist Lick Dunk Mobile Game
adreach.co
Twitter: @xladreach | e-mail: advertising@xl.co.id

13. BRANDS AS MOBILE CONTENT
K
BENEFITS: Create stickiness, stays in
phone, Community Building, Native
Advertising
$
BUDGET: Mid to Expensive
å
SOLUTION: Native App, Mobile Web
j
CONTENT ARCHETYPES:
1. Curated
2. Co-Created
3. Original
4. Consumer Generated
5. Sponsored
Curated
Co-Created
Consumer Generated
Unilever Kecap Bango - Warisan Kuliner App
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Twitter: @xladreach | e-mail: advertising@xl.co.id

14. BRANDS AS MOBILE CONTENT
b
BRANDS DO NOT NEED TO BECOME
PUBLISHERS
It’s about marketers getting better at
creating content with a consistent narrative
in the context that creates a conversation
around brand stories. They don’t need to be
a publisher, they just need to
understand how content does that
strategic.
Curated
Consumer Generated
Original
Djarum LA Lights - La Lights Play Your Music Mobile Game
adreach.co
Twitter: @xladreach | e-mail: advertising@xl.co.id

15. MOBILE AS ACQUISITION CHANNEL
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Twitter: @xladreach | e-mail: advertising@xl.co.id

16. CONTREXYN
Profile
Acquisition
Target
User Group
Gender Female
Age 25 – 35
ARPU <100.000
Location Garut,
Tasikmalaya, Bandung
Handset Featured
& Basic Phone
Campaign
Period
24
September
–
18
October
2013
Requested
Impressions
75,000
Reach
3000
Free
Airtime
Results
1. 75,000
SMS
sent
in
1
day
2. 5,200
Profile
Captured
3. 3000
Free
Airtime
delivered
4. Engagement
=
6.9%
SMS Interactive
& Free Airtime of
IDR 5.000
Ikuti
Contrexyn
Bunda
PEDE.
Ketik
CBP
(spasi)
Nama(spasi)noHP(spasi)
Nama
toko
beli
Contrexyn.
Kirim
ke
2000.
Gratis
3000
pengirim
pertama
dapat
pulsa
5000.

17. GROUPON
Leverage Sales
TARGET MARKET
Food Lover at
Jabodetabek
Results
1. Delivery
Success
=
46,307
2. 7,325
Vouchers
bought
3. Sales
Response
:
15,96
%
Increasing sales at
groupon.com

18. BURGER KING
Ambush Campaign
TARGET
32 BK Store Outlet in
and around Jakarta
Campaign
Periode
3
days
Results
80,775
MMS
delivered
2,033
Repondents
In-­‐Store
Sales
increase
by
40%
traffic acquisition at
new BK Store

19. Pop Mie
Profile
Acquisition &
Sales
UMB
SMS
Campaign
Pop
Mie
Get
Lucky
February
2013
Results
1. 4.609.807
Total
Redemption
2. 1.600.000
unique
participants
3. Quarter
Sales
increase
by
50%
Target
Gender Female
Age 25 – 35
ARPU All
Location Nationwide
Handset All

20. Samsung TAB 3
Pre-Sales
Off Deck
Interstitial
Banner
Campaign
Period
17
September
–
30
Desember
2013
KPI
5,867
Clicks
Results
1. 353,699
Unique
Impression
2. 5,868
clicks
3. 2,35%
CTR
TARGET
All OS, High-end
Smartphone
ARPU
> IDR 200.000

21. THANK YOU
Twitter: @gfunkerwin
http://gfunkerwin.com
adreach.co
Twitter: @xladreach | e-mail: advertising@xl.co.id