appsnack @ adtech new delhi - the 3rs of mobile marketing in india
TRANSCRIPT
“Mobile monetization levels … could surpass desktop within 1-3 Years”We are living in a post-PC world…
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Data Source: eMarketer Metrics (Mobile, worldwide 2012) & IAMAI January 2013
59%
Year on year increase in India ad spend
across mobile for 2012 87mpeople in India access the internet via their
mobile device*
900mPeople in the India
own a mobile device*
$30mannual ad spend on mobile in the India,
2012*
India is moving with global mobile trends…
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1. App-based behaviour will drive mobile ads
3. App experiences anywhere
2. Location-based services and “on-the-go” advertising
4. M-commerce will take over e-commerce
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Why we are here today?• Today’s generation of media consumers are media multi-taskers
• We are getting better combining web, TV-watching with additional activities without our attention drifting
• In India, almost half of the mobile users are younger than 25years of age, which indicates the need to stay connected. (Nielsen’s Indian Smartphone Users Study, Sept-Oct, 2012)
• The number of mobile Internet users in India is expected to nearly double and hit 165 million by March 2014, up from the present 87 million mobile surfers, according to a recent survey. (IAMAI, January 2013)
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Why we are here today?
• Over the next 4 years, mobile’s share of media (approximately 4%) is calculated to increase over 250% on average based on increased adoption of smartphones alone (MMA, 2012)
• User behaviour is changing...advertisers need to follow
Appsnack helps brands and their agencies build rich, engaging, app-like creative experiences that reach audiences at scale, across mobile and tablet.
So who are we?
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Appsnack is a division of Exponential Interactive – a global provider of advertising intelligence and digital media solutions. Exponential provides Appsnack the ability to leverage:
•A presence in more than 26 countries
•700+ employees worldwide
•The e-X Advertising Intelligence Platform
•Exponential’s massive proprietary database
•More than 506m unique users every month
Data Source: comScore, Media Metrix, January 2013
Engage mobile audiences...
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The worlds largest brands choose Exponential’s solutions for display, video and now mobile
Automotive ConsumerGoods
Technology Retail Travel Telecom
Effective targeting requires scale
I am into fine wine and in the
market for a luxury cars
I live in Chicago, Il
I’m a 35 years old and married with 2 children
I own an iPhone and iPad
The right person, in the right
place, at the right time along the
right content
DemographicsLocation DeviceContent All of the above
Reach more than 506 million unique monthly users worldwide…
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...with access to thousands of publishers across mobile and tablet
...but it’s not just about devices...
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It’s about how your audience uses them
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and engaging with your audience where they engage the most...
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We’re living in a multiscreen world
Source: Google/IPSOS, 2012
Different times, different devices
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• Tablet peaks pre- and post- work day
• Computer, predictably, peaks during work day
• Mobile appears somewhat pervasive
The 3Rs:
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New skool
• Rich media• Relevancy• ROI
Old school
R1 Rich Media
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Why are apps so popular on mobile?
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1. Usability
2. Function - save time/fill time
What does that mean for advertising?
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1. Provide app-like experiences
2. Provide save time/fill time functionality
Mobile web Mobile optimized In-app
Snack Bar MMA Ad Units
…in content they love regardless of operating system, carrier, and consumption environment.
Audience engagement starts with the right creative
• Appsnack provides the most dynamic, relevant and engaging mobile ad formats available
• We create and deliver engaging app-like creative units
• Our ads have the ability to deliver full-screen, custom rich-media brand experiences using any assets and functionality, including location- based features
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Creative gallery – (view in Chrome or Safari)
http://creative.appsnack.com/showcase/
R2 Relevancy
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Aggregate over 2 billion daily data eventsContextualize based on 50,000 topics
Relevancy: transform data into intelligence
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Segment users with associated attributes
I am into fine wine and in the
market for a luxury car
I live in Chicago, Il
I’m a 35 years old and married with 2 children
I own an iPhone and iPad
The right person, in the right place, at the right time alongside the right content
DemographicsLocation DeviceContent All of the above
R3 ROI
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• Reach & Frequency reports
• Brand lift studies (e.g: Vizu)
• Interaction Rates (e.g. Click to site, time spent, social activity)
• Conversions(e.g: Purchase, sign up, voucher request)
ROI – so what should we measure?
To ensure campaign success and that all objectives are met, it is essential to employ back-end analytics detailing all user engagement.
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AwarenessAwareness
InterestInterest
Desire Desire
ActionAction
The 3R’s in action…
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Creative gallery – (view in Chrome or Safari)
http://creative.appsnack.com/showcase/
Full-page expandable: user initiated engagement
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We help brands and their agencies build rich, engaging, app-like creative experiences that reach audiences at scale, across mobile and tablet.
The Appsnack advantage…
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Engaging app-like ad units
Intelligent targeting
Reach your audience at scale Mobile audiences engaged
