Navigating through the fragmented media landscape

1. NAVIGATING THROUGH THE
FRAGMENTED
MEDIA LANDSCAPE
ROLE OF MOBILE IN YOUR MEDIA MIX
Binay Tiwari, Head - Global Marketing, Vserv.mobi

2. Reach of Mass Media in India
Cinema Radio Press Cable & DTH Television
76 158 349 448 539
MILLION MILLION MILLION MILLION MILLION

3. Mobile Vs. Television
Television Mobile
539
MILLION
873
MILLION

5. Most powerful Mass Media ever!
Print
TEXT/IMAGE
Radio
MUSIC BROADCAST
TV
VIDEO
Internet
INTERACTIVE
Mobile
+

6. Many “Firsts” as a Mass Media
100%
Audience measurement
Truly personal
1 device per person
Always ON
& Always Carried

7. Mobile Internet – over 112 Mn Users
873subscriber base
Mobile
MILLION
374 enabled handsets
Internet
MILLION
112Internet users
Mobile
MILLION
Source: TRAI | Vodafone | Industry Estimates

8. Mobile Internet will continue to grow!
TECHNOLOGY
AFFORDABLE GPRS
3G ROLL OUT
WIMAX
CONTENT
APPS | GAMES
MOBILE SITES MOBILE INTERNET MEDIUM WILL
MUSIC/ RADIO USERS IN INDIA CONTINUE TO
MOBILE TV GROW
DEVICES
ADVANCED FEATURE PHONES
MASS MARKET SMARTPHONES
LOW COST TABLETS

9. MYTHS

10. MYTH #1
My audience
uses only
iPhone / iPad

11. MOBILE INTERNET READY DEVICE BASE
~ 1%iPad > 80%
iPhone + FEATURE PHONES
FEATURE PHONES ARE CRITICAL FOR REACH!

12. MYTH #2
Only Smartphone
users enjoy Apps

13. SURFS THE MUSIC ON PLAY GAMES SOCIAL MEDIA
INTERNET LOUDSPEAKERS ACCESS
All Phones
PLAYS RUN
are SMART!
VIDEOS APPS All this in
a phone
costing less
than $50!

14. App Advantage
Easy to Use
Visual v/s Text
Offline / low connectivity use
Richer user experience
Higher Stickiness and Repeat Use

15. APPsolutely HUGE!
100K APPS
13 MILLION
DOWNLOADS/DAY
OTHER
APP STORES
75 MILLION LIKES!
Facebook feature phone app page
is the single most ‘liked’ page!

16. MYTH #2
Mobile offers only tiny
banner formats, which
users don’t notice

17. Premium Ad Placement
LAUNCH AD: EXIT AD:
Featured before Featured on
App starts exiting the App

18. IMPACT GUARANTEED
Minimum 5% CTR
Uncluttered
Full Screen!

19. MYTH #4
Mobile Internet users are
the same folks already
using PC Internet

20. Mobile only Internet usage
Introducing India’s
mobile-only Internet generation
Mobile is the only way to access Internet 41%
Convenient when away from computer 40%
Cheaper than using a computer 39%
Easier than using a computer 32%

21. HALF the mobile
internet users
NEVER / RARELY
use the internet
on a computer

22. First Internet Experience on Mobile
NEVER used the
Internet on a PC
Actually find ads useful
and a form of discovery

23. Mobile ALREADY ahead in India
India Internet Traffic: Desktop v/s Mobile

24. MYTH #5
=
Usage patterns on Mobile
Internet are similar
To PC Internet

25. Desktop Internet
Web Pages / Search Email / IM Streaming
I C
nformation ommunication E ntertainment
Search / Reviews Email / Social Ringtone / Wallpaper
Mobile Internet

26. THE MOBILE TRIFECTA
65% 55% 30%
DOWNLOADS SOCIAL/EMAIL BROWSING
Source: On Device Research, Opera Software

27. What % should mobile be in
your
Media Mix?

28. Does MOBILE
make sense for
YOUR BRAND?

29. 1
REACH
URBAN+RURAL
AT SCALE

30. Scale to Address Urban & Rural Markets
Wireless Tele-
Density in India
at 72.7%
URBAN: 159%
Rural: 35.4%
Source: TRAI, Sep 2011

31. Example: DTH Providers
Need Deep Reach in
Rural and Urban Markets
to influence purchase decisions in a highly
competitive market

32. 2
ENGAGING THE YOUTH

33. 84% ARE
BETWEEN
18-35

34. Example: Youth Brands
Reach the youth on a media which they love
and use through the day… and night!

35. 3
REACH TECH-SAVVY
INFLUENCERS

36. Evolved Users are doing more
than just talking on mobile
Aware & ambitious
Gadget freaks
Use funky accessories
Influencers

37. Example: Tech / Gadget Brands
Reach users excited
about consumer
technology
and influence purchase
decisions of their friends
and family

38. 4
Maximize App
Distribution

39. Targeted Reach, High ROI
Audience
Other Mobile
Media Advertising
Non Supported
Print
GET APP
$ $
Supported
Web
Target better
for
TV
Non Mobile Less spillage

40. Track performance End-to-End
AD Served APP Install
LOSS in
Media Change
OFFLINE ADVERTISING
GET APP
SEAMLESS
MOBILE ADVERTISING
From Click to Install

41. MAXIMIZE App Distribution
No Media Jump: Best way to drive
distribution
Reach new users who don’t come to
your brand property
Accurate Targeting: No Wasted Traffic
Optimize traffic sources to achieve
eCPI goals

42. Example: ‘App Savvy’ Brands

43. 5
CONSUMER
SEGMENTATION
BASED ON MOBILE DEVICE

44. Powerful Targeting Based on Device

45. Example: Mobile / OEM Brands
COMPETITOR DEVICE:
Switch over to Brand
EXISTING USER WITH OLDER DEVICES:
Upgrade within Brand
EXISTING USERS WITH TOP OF LINE DEVICES:
Advocate Brand

46. 6
RIDE THE 3G WAVE

47. Identify Users Mobile Operator
Gateway IP address
SIM card based even if
user is on Wi-Fi

48. Example: Mobile Telco Brands
Leverage Mobile Number
Portability and 3G to attract
customers from Competition
Upsell 3G Value Added
Services to existing users

49. 7
Drive Micro-Transactions

50. Mobile has a built-in
payment mechanism
Telco billing – frictionless;
one click experience for the user
Operator revenue shares have
improved – now upto 70%

51. Example: Deals / Coupon Services
Promote & Sell deals – all
on the mobile!

52. 8
Drive Traffic to
New Mobile Property

53. Performance-based Traffic Generation
No “Media Jump”
Seamless User Experience
Pay only for Clicks,
not Ad impressions
No wasted traffic
No “pop ups”

54. Example: “Online First” Brands moving to Mobile

55. 9
Regional / Local
Retail Presence

56. Effective Location Based Targeting
Circle Targeting
– Large Metro Markets – Mumbai / Delhi
– States with a high “Regional flavour”
GPS / Cell Tower
based location

57. Example: Retail Brands
FESTIVAL OFFERS
Durga Puja: W Bengal | Onam: Kerala
YOUTH HUBS
College / Hangout areas

58. 10
Time-Sensitive
Communication

59. Reach / Remind users of
your service during a certain
time of day

60. Example: TV Channels
Boost campaign only an hour before a
TV Show!
Remind + Show a video teaser!

61. 3 Key Take Aways
1 2 3
REACH ENGAGE IMPACT
+ APPS
Combo is critical Leverage Both - Reach &
in Emerging ‘Natural’ Impact are
Markets consumption possible with
behavior the right media

62. VIDEO

63. Cheers!
binay@vserv.mobi