Digital Marketing Solution from ValueFirst Group Company- SpotOn Media- India's First Mobile Ad Network.

2. Group Credentials – ValueFirst Messaging
Largest Enterprise VAS player in the Country –Serving over 2 Billion Messages every Month
Over 4000 Marquee Enterprise Customers
Funded by a venture capital firm New Enterprise Associates (15m USD in Feb 2011)
Highest transactions in the country (over 2billion/month)
More than 120 people in sales, 130 people in non-sales (to service customers)
Connectivity with multiple carriers with redundancy & failover
Hosted architecture in state of the art data centers
24-7 Network Operations Centre
Exceptional technology integration skills – SAP, Talisma, Finacle, Oracle, Navision etc.

3. Credentials – SpotOn Media
India’s First SMS Ad network with Capacity to reach over 300 Mn Users
Network of Over 100 publishers. Key relationships include Google SMS channels, Airtel, BSNL,
mGinger, Way2sms, Web18, Indyarocks etc.
Massive Opt-in in-house inventory with multiple social destinations of its own (Fullonsms,
smsmeon,, alertrix, tagg.in). Over 6 Mn opt-in subscribers receiving alerts and consuming
services every month.
Working with 150 brands and executed over 500 campaigns across categories in last 18 months
Tremendous expertise in Execution, Optimization of Media Budgets across business segments
to deliver maximum visibility and ROI to clients.
Very well rounded team with great experience in product & Media, supported by experienced
ValueFirst team.

4. Ad-Network vs. Individual Publishers
PARAMETERS SPOTON MEDIA INDIVIDUAL PUBLISHERS
REACH Huge Reach Limited Reach
SpotOn has a reach of 300 Mn Each publisher has a limited reach
AD FORMATS Multiple Limited
Dedicated, Footer, Leads etc. Not all publishers have all the formats.
BUSINESS FORMATS Multiple Only Single
CPM, Number only Leads, Call Not all publishers are open to CPL
Latching, Profiled Leads, etc.
OPTIMIZATION ON MULTIPLE Possible Not possible
INVENTORIES We can chose to run campaign on Client will have to stick to only one set of
multiple inventories inventory
ONE POINT ACCESS One point access for everything Multiple Touch Points
No need to deal with individual Clients will have to coordinate with each
publishers or raise multiple invoices, publisher individually
etc.

5. SpotOn USP – The Science Behind…

6. The SpotOn Advantage
Multiple Ad Formats
India’s First Choose from multiple ad-formats like Footer, Dedicated Ads, etc.
SpotOn Media is India’s First SMS based Ad-Network.
We understand the business like no one else does
Platform Agnostic
SMS, Voice, WAP, Mobile Applications, Online Display,
Lead Generation, Customized Solutions and Digital
Exceptional Campaign Planning Engagements, all at one place
We know the strengths of each publisher and can get
you the exact targeting and offer better campaign
efficiency. Learning from past campaigns
Highly targeted Campaigns
With network of over 100 publishers, target your audience basis multiple
parameters .
One Point Access to
Multiple Inventories Multiple Business Models
Client doesn’t have to interact with multiple publishers Offer flexibility of multiple models of engagements i.e.., branding /
for Campaigns, Execution, Payments, etc. performance/ redemption / coupons etc.

7. Largest Publisher Network – Over 100 Publishers
Major Publisher Categories Include:
– Mobile Communities
– VAS Companies
– Operators
– Social/Networking Sites
– Media Companies
– Free Messaging Platform
– Web portals
– Media Channels
• SpotOn operates as a BLIND ad-network

8. SpotOn Offerings

9. Key Guide. Media Kit
UNDERSTANDING INVENTORY

10. Targeting Parameters Available
Location Gender Income
Age Assumptive Targeting

11. LOCATION

12. LOCATION TARGETING
What all can be targeted?
Region Wise Targeting – Northern States, Southern States, etc.
Operator Circle – Andhra Pradesh, Mumbai, Maharashtra,
Karnataka, etc.
State Targeting – Tamil Nadu, Kolkata, Delhi, etc.
City Wise Targeting - Bangalore, Hyderabad, Pune, Mumbai, etc.

13. Gender Wise Targeting

14. GENDER WISE BREAK-UP
Key Points to Remember
80% of overall Mobile
Universe comprise of Males
and 20% is Females
 There would be 8-10% spill
over as per Industry Standards.

15. Income Wise Targeting

16. INCOME WISE BREAK-UP
What can be Targeted?
 Students (i.e. age 18 – 22)
 Working Professionals
 Income Groups
5L and above
8L and above
 There would be 8-10% Spill over as per Industry Standards.
 Definition of HNI depends upon the product in question. For e.g. Campaign for
a Smart Phone HNI could be 5L Income and above, however for a Mercedes
Campaign it would be 20L and above.

17. Age Wise Targeting

18. AGE WISE BREAK-UP
30% of the consumers are in
Youth Category
 62% of consumers are
Salaried / Self-employed with
disposable income.
 8% Consumers are above 45
years of age
In Cr
 There would be 8-10% Spill
over as per Industry Standards.

19. ASSUMPTIVE TARGETING

20. ASSUMPTIVE TARGETING
What You Ask!
 Car owners with car value above 5L
 Platinum card holders
 MBA Aspirants
 Credit Card Holders
 Smart Phone Users
 What we can target, and still deliver superior responses
Most users with income above 5L can afford cars today
Users with 8L Income + can be assumed to have credit cards/ platinum cards
Age Targeting from 18 – 24 can get good responses for MBA Aspirants
Most Working professionals are moving towards owning a smart phone . With a targeting of 5L
Income and above we can get desired results

21. SPOTON MEDIA PRODUCTS
SPOTON MEDIA PRODUCTS
MOBILE MARKETING
PERFORMANCE MARKETING
Number Only Leads
Call Latching
Profiled Leads
CO-REGISTRATIONS
SAMPLING

22. Mobile Marketing – Why Mobile Marketing?
A huge market waiting to be captured Almost all SMS are read Instantaneously
Targeting available on almost all parameters
Reach out to audience on a Personal Device SMS Targeted campaigns result in instant call to action
Generate MIS and calculate ROI for each campaign
Showcase your brand to millions of highly targeted consumers Include SMS in your media mix for Higher Media Efficiencies

23. Various Models Available for CPM Campaigns
• Footer Ad Model:
– Advertiser Ad Creative can be “Appended” as a “Footer Ad
(60-70 Characters) to the SMS Content being sent by
publishers to their respective user-base
– Footers Available Across:
– FullonSMS.com – 1.4 Mn Daily
– Tagg.in and - 10 Mn Daily
– Google SMS Channels – 15 Mn Daily
– Targeting Available
– Targeting available based on Categories of Content:
Business, News, Entertainment, Sports, etc.

24. Various Models Available for CPM Campaigns
• Dedicated SMS / 160 Character SMS
– Ad Creative can be pushed as a 160 Characters SMS to the
Targeted Audience
– Targeting Available
– Targeting available across various categories like:
– Age, Income, Gender, Location, etc.

25. Mobile Marketing – CPM Campaigns
Awareness campaign Engagement/ Excitement Engagement/ Excitement Branding/ Awareness Campaign
Campaign Campaign

26. Voice Integrated CPM Campaign
SMS Reply
TM-EDUK
TM-EDUK To: 56070
Visit EdUk Exhibition and
meet delegares from UK
EDUK
Wish to study in UK! Visiti Institutions,. Get
Education UK Exhibition at information on various
TIFAC, Sarvajanik Education UG/PG courses, visa
requirements,
Society, Surat, 15 June, 1pm scholarships, etc.
– 6pm. For more information,
sms EDUK to 56070
“I plan to go to UK for studies this Year and that’s why I am
going to attend the British Council UK Exhibition. To know
Followed with a Voice Call about admission procedure, course fees, scholarships and
visas. Meet representatives from UK Institutions and find out
more about MBA, Engineering, Science, Arts, Creative
Courses and More. The British Council UK Exhibition at
RESULTS Sarvajanik Education Society, Surat, 15 th June, 1pm to 6pm.
DON’T MISS IT!
Client registered higher number of Footfalls for the Exhibitions

27. Dr. BATRA – CASE STUDY

28. ABOUT THE CLIENT
 Dr. Batra’s Positive Health Clinic is India’s largest chain of Homeopathic Clinics with a dedicated
team of 300 Full Time Homeopaths providing Individualized Treatments
 300 Doctors attend to almost 6.5 L Patients Annually
 Specialized Treatments Available For:
 Hair Children’s Ailments
 Skin  Weight Management
 Respiratory  Anxiety / Depression
 Urinary Complaints  Joint Pains
 Women’s Problems  Chronic Headaches
 Men’s Problems  Many more…
 Dr. Batra’s Clinic saw the enormous potential in Mobile Marketing for promoting the Specialized
Treatments and partnered with SpotOn Media for promoting the brand and products on Mobile.

29. THE CAMPAIGN
OBJECTIVE:
 Promote Specialized and Individualized Treatments from Dr. Batra’s Positive Homeopathic Clinics and Generate quality
leads resulting in Higher Appointments with the doctors.

30. CAMPAGIN PLANING AND EXECUTION

31. SAMPLE CREATIVES
TD-HOMEO TM-HOMEO TD-HOMEO
Being overweight and Obese Hair Loss is most common Get Rs.3000 off on
can add 7–8 years to your problem among Indian men. Homeopathic treatments of
age. Stay Young & Healthy. If not treated in time can lead Hair Fall, Skin Diseases,
Homeopathic Treatments for to Baldness. Treat it now with Asthma & Poor Immunity
Weight Problems at Dr. Homeopathy. SMS DBA to from Dr. Batra’s. sms DRB to
Batra’s. sms DBH to 56070 56070 to Know More 50670 to know more.

32. RESULTS
12,000 Leads in 2 Month and Counting
Conversions Percentage on Leads Generated: 30%
4000 Appointments Fixed in 2 Months
SUCCESS FACTORS FOR THE CAMPAIGN:
• Select Treatments Only
• Intelligently Designed SMS Creative
• Continuous Feedback and Optimization of Campaign
• Extensive Analysis from Each of the Campaign and Implementation of Learning in New Campagings.

33. Performance Redefined
(Lead Generation through Hybrid Model)

34. benefits to brands All campaigns
With 5 Level filtration
process brands do not
done as per
have to worry about
TRAI guidelines
receiving Junk Leads
With the Hybrid
You get high number
Model high
of Contactable and SCALABILITY volume of leads
Valid Leads
can be generated
Instant call connect with
Clients get only
your call center leads to
genuinely
higher conversions and
interested leads
good ROI

35. the 5 step process
1
5
4
2
3

36. the lead generation process
Now Open a FREE Trading Thank You! For your interest in
account and enjoy Lower Users PRESS 1 BRAND. Please PRESS 1 Again if
brokerage on BRAND's Trading & you wish to receive a call from
Demat a/c.. To get a call from BRAND
BRAND representative please
PRESS 1 1st Opt-in Users PRESS 1 again
Voice Messages in Vernacular Double Opt-in
VOICE CAMPAIGN are sent to the Target
Audience
Opt-Out Message
FREE opening and Users Send DH to
Lower brokerage on 56070 Thank You for your response. BRAND experts will
BRANDS's Trading & call you shortly. If you do not wish to be contacted
Demat a/c. SMS XYZ please SMS ABC
to 56070 for more
details.
LEADS ARE PUSHED TO CLIENT CALL CENTER
SMS CAMPAIGN DIALER OR LATCHED WITH THE CALL CENTER

37. First Opt-In (Voice Clip 1): This could be the opt-in for the Product OR
First Opt-In (Voice Clip 1): This could be the opt-in for the Product OR
the Product Category
the Product Category
VOICE CONTENT Second Opt-In (Voice Clip 2):
Second Opt-In (Voice Clip 2):
This is the Confirmatory Clip OR the final creative from the brand
This is the Confirmatory Clip OR the final creative from the brand
In some categories like Teleshopping, Shopping, etc. Vernacular works
In some categories like Teleshopping, Shopping, etc. Vernacular works
well, however in BFSI, English Voice gives the best response
well, however in BFSI, English Voice gives the best response
LANGUAGE
Professional Voice Artists v/s In-house recordings, also makes the
Professional Voice Artists v/s In-house recordings, also makes the
elements of voice
difference in response rates.
difference in response rates.
VOICE QUALITY Most clips will be recorded by the Professional Voice Artists now
Most clips will be recorded by the Professional Voice Artists now
Male Voice works best for the BFSI Category, Technology Products (Spy
Male Voice works best for the BFSI Category, Technology Products (Spy
MALE/ FEMALE Cam, etc.) and Female Voice has given better responses in Tele-
Cam, etc.) and Female Voice has given better responses in Tele-
shopping categories
VOICE shopping categories
Confirmatory SMS goes to users with option to Opt-Out.
Confirmatory SMS goes to users with option to Opt-Out.
CONFORMATORY We can innovate here as well!!
We can innovate here as well!!
E.g. SMS Could say, for additional discount SMS ABC to 56070, etc.
E.g. SMS Could say, for additional discount SMS ABC to 56070, etc.
SMS

38. CHALLENGES START OF THE CAMPAIGN AND CHALLENGES
•Client was doing campaigns on their own inventories and was •We started with SMS Campaigns on our networks and
Case – ICICI Lombard
facing challenges in scaling to achieve desired number of lead started giving additional 2000 leads to the client. NUMBER
counts ONLY LEADS.
•Post-TRAI guidelines, the situation was worst, as they were •The initial challenge was to match the conversion
not able to target the entire available inventory percentages, that the client was getting on their own
inventory.
•There was a major gap in Demand and Supply of leads
through various mediums. •For the same purpose we suggested the client to take up the
leads directly to the call center dialer.
OPPORTUNITY WE HAD
•This increased the number of valid leads drastically and also
•Client had already tried various SMS Creative and we knew the conversions to the client.
what works on SMS. Also they were open for Number Only
campaign. •The challenge was now to take leads from 2000 – 5000.
With SMS alone and TRAI guidelines this was a challenge
•The brand team was very open to innovations and other
ideas from SpotOn / ValueFirst and willing to try out different SCALING THE CAMPAIGN AND CURRENT SCENARIO
models.
•We introduced Voice to the client, leads going directly to the
•The client had a large enough call center to consumer 400- call center dialers. This increased the monthly lead count to
500 daily leads. 4500!
•Proper dialer was being used to make these calls. •The campaign is running on voice successfully for several
months now

39. CHALLENGES START OF THE CAMPAIGN AND CHALLENGES
•We were doing SMS Campaign with Angel Broking in last FY, •We started the campaign on Voice with Single Opt-in and
however after TRAI guidelines there as a huge drop in leads faced challenges with the quality of leads
Case – Angel Broking
and quality of leads (hence conversions)
•The client shared the feedback immediately and we decided
•Client had the ability and the willingness to pay for leads and to change publishers to manage the issue
the capacity to accommodate 4k to 5k leads in a month
•Later with similar feedback from the client we decided to
move to double opt-in campaign on voice.
OPPORTUNITY WE HAD
•This scaled up the campaign to 4000 leads on a monthly
basis. However the client was still complaining off and on
•Brand has been open in sharing the feedback regularly with about the quality of leads.
us for better optimization of the campaign.
•We changed the publishers and today are delivering good
•AngelBroking, has been open to innovations and trying quality leads with same volumes.
various models for lead generation and has been patient to
make the process a success. •The client is now facing challenge with “Not Interested”
category for which we are now running new creative with
clear communication in all clips.
CURRENT SCENARIO
•The campaign is running on voice successfully with positive feedback on quality and now we will be changing the voice creative
to optimize the number of valid leads. We are generating about 4500 leads in a month

40. Thank You
Sandeep Masurkar,
Sr. Manager- Banking , Financial Services, Insurance.
ValueFirst.
M: 98200 52537
E: sandeep.masurkar@vfirst.com