eskimi and eskimi dsp for nigeria detailed
TRANSCRIPT
ESKIMI SOCIAL & MOBILE DSP MEDIA PLATFORMS LITHUANIA | NIGERIA | INDIA | BANGLADESH | CAMEROON | SRI LANKA
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ABOUT ESKIMI MEDIA COMPANY
• Mobile social network platform to meet new people with 21M members
• Mobile DSP with 37M+ reach in Nigeria, 280M+ worldwide
• Ad Monetisation Solution for Publishers
• Direct Carrier Billing solution in 12 markets
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MOBILE SOCIAL NETWORK
ESKIMI MOBILE DSP PLATFORM
- 21M members & more than a billion impressions
- 37M+ mobile user reach in Nigeria & more than 5B+ impressions
- 280M total reach worldwide
2 MEDIA PROPERTIES WITH GLOBAL REACH
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AD MONETISE PLATFORM
CARRIER BILLING SOLUTIONS
- 20 ad networks integrated & more than 1 billion impressions monetised monthly
- 320M billable customers in Africa and Asia
2 MEDIA MONETISATION PLATFORMS
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ENGAGEMENT & PERFORMANCE CAMPAIGNS
ON ESKIMI SOCIAL SEE CASE STUDIES
DIRECT PRODUCT ACTIVATION FOR TELCOS
FOR BETTER ROI & SMART MARKETING
SPECIAL SOLUTIONS TO KEY CLIENTS
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1: SOCIAL NETWORK TO MEET NEW PEOPLE
• Instant chat on apps
• Friend matching and discovery
• Search
• Interest based communication - fanclubs
• Games
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ALL RELEVANT PLATFORMS COVERED
ENGAGING AND ORGANIC AD INTEGRATION
DISPLAY TREASURE GAME PHOTO COMPETITIONS
CUSTOM PROJECTS
See http://business.eskimi.com/case-studies for details
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ESKIMI MOBILE DSP
• All key exchanges for Africa
• Display, native & video ads
• Performance tools
• Automatic & manual optimisation
• Customisation of functions
• White labelling
• First local DMP
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KEY DSP METRICS IN NIGERIA
users from Nigeria monthly
37M+ 5B+monthly impressions
19k+sites & apps reached
14creative formats supported
40%price reduction due to
optimisation
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BENEFITS OF PROGRAMMATIC IN THE AFRICAN CONTEXT
• High reach - one dashboard
• Buy audiences instead of sites
• Deep targeting
• Get premium quality for less
• Save budgets with optimisation
• Enrich impressions with data
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KEY BENEFITS OF ESKIMI DSP IN AFRICAN CONTEXT
• African specific traffic support
• Click to call, Click to USSD campaigns available
• Direct telco click to buy platform support
• Local DMP with unique local data for Nigeria, Kenya, Tanzania & South Africa
• Programmatic ad monetisation platform for publishers
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• More than 37 million unique users and 5B million impressions in Nigeria per month
• Reach over 19’000+ sites and apps within all categories in Nigeria
REACH
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HIGHER REACH
• The graph shows comparison of reach in Nigeria, where GDN has 33% reach only due to proxy browser and feature phones popularity
• Google would not show ads on part of proxy browsers (Opera mini, UC) and feature phones
67%
33%
Others
GDN
Impressions pm in Nigeria
Others 2 712 690 468
GDN 1 356 345 234
A FRACTION OF PUBLISHERS IN NIGERIA
ALL AD FORMATS
interstitials native ads videompuleaderboard
RICH MEDIA FORMATS
rich media interstitial leaderboard expand larger expand
+sticky remaining ad
full screen expand dynamic content
refresh
CLICK TO ACTION
click to dial click to SMS click to USSD
• Target by country, operator, OS, browser, exchanges, sites/apps, device types, time
• Create site packages or use predefined lists
TARGETING
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LESS COMPETITION MEANS LOWER COSTS
• Test campaign launched to compare traffic cost with 3 creatives
• Other channels can be up to 40% cheaper in CPM
• New suggested traffic mix will create 17-20% margin gain
Channel Creative CPM Gain
GDN 320x50 $0,57
GDN 320x480 $2,80
GDN 300x250 $2,05
Others 320x50 $0,38 33 %
Others 320x480 $1,68 40 %
Others 300x250 $1,33 35 %
New avg 320x50 $0,48 17 %
New avg 320x480 $2,24 20 %
New avg 300x250 $1,69 18 %
• Track performance per each site, platform, OS
• Auto-optimise on CTR, CPC, CPA goals across 1000s of sites
• Manage performance manually
• Auto-stop bad performance
PERFORMANCE AND OPTIMISATION
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MANUAL & AUTO OPTIMISATION
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Budget
Clicks
CPC
Days 1 2 3 4 5 6 7
Budget 224 198 156 165 143 132 142
Clicks 1600 1650 1418 1650 1490 1257 1560
CPC 0,14 0,12 0,11 0,10 0,10 0,11 0,09
35 % of the budget optimised
• Provided example shows a campaign gaining 35% budget savings towards CPC goal with automatic optimisation
• A single campaign is optimised programmatically within 30’000+ segments combining all targeting elements
• Part of the inventory enriched with location, gender, age
• SEC is achieved by proprietary algorithm combining own data, surveys, browsing data and device information
DATA MANAGEMENT PLATFORM
• Target only relevant audiences, e.g. only female or specific mobile operator
DATA MANAGEMENT PLATFORM
• Target people based on their browsing patterns, e.g. 10% most active data users or football lovers based on their sites visited
• Collect first party data from your site and retarget users by segmentation you define
• Create specific segments from research, e.g. frequent travellers for travel or roaming offers, alcohol consumers for beer brand
LOCATION IN NIGERIA
• TOP 26 states are active enough in terms of reach to be able to target users and would represent at least 100’000 unique user reach
• Other states can be reached, but with lower reach and lower frequency due to less activity on the net
1 Lagos 29,5 %2 FCT Abuja 9,0 %3 Rivers 7,1 %4 Oyo 6,5 %5 Kaduna 6,0 %6 Kano 5,3 %7 Bauchi 5,3 %8 Delta 4,5 %9 Ogun 3,6 %
10 Ondo 2,6 %11 Imo 1,6 %12 Enugu 1,5 %13 Sokoto 1,1 %
14 Edo 1,0 %15 Kwara 1,0 %16 Osun 1,0 %17 Cross River 0,9 %18 Benue 0,8 %19 Plateau 0,6 %20 Niger 0,5 %21 Abia 0,4 %22 Katsina 0,4 %23 Adamawa 0,3 %24 Bayelsa 0,3 %25 Borno 0,3 %26 Akwa Ibom 0,3 %
IMPRESSIONS & REACH
State % Impressions Users
1 Lagos 29,5 % 265 677 089 3 009 915
2 FCT Abuja 9,0 % 81 054 027 918 279
3 Rivers 7,1 % 63 942 621 724 420
4 Oyo 6,5 % 58 539 020 663 202
5 Kaduna 6,0 % 54 036 018 612 186
6 Kano 5,3 % 47 731 816 540 764
7 Bauchi 5,3 % 47 731 816 540 764
8 Delta 4,5 % 40 527 014 459 140
9 Ogun 3,6 % 32 421 611 367 312
10 Ondo 2,6 % 23 415 608 265 281
11 Imo 1,6 % 14 409 605 163 250
12 Enugu 1,5 % 13 509 005 153 047
13 Sokoto 1,1 % 9 906 603 112 234
14 Edo 1,0 % 9 006 003 102 031
15 Kwara 1,0 % 9 006 003 102 031
16 Osun 1,0 % 9 006 003 102 031
17 Cross River 0,9 % 8 105 403 91 828
18 Benue 0,8 % 7 204 802 81 625
19 Plateau 0,6 % 5 403 602 61 219
20 Niger 0,5 % 4 503 002 51 016
21 Abia 0,4 % 3 602 401 40 812
22 Katsina 0,4 % 3 602 401 40 812
23 Adamawa 0,3 % 2 701 801 30 609
24 Bayelsa 0,3 % 2 701 801 30 609
25 Borno 0,3 % 2 701 801 30 609
26 Akwa Ibom 0,3 % 2 701 801 30 609
AGE AND GENDER
Gender Reach
Male 6,664,694
Female 3,136,327
ADDITIONAL SEGMENTS
• Additional segments can be created by long term request to enable certain businesses advertise (e.g. real estate, insurance, car services)
• Districts in Lagos, type of real estate property, car ownership, banking service use, women as mothers, number of kids, etc.
• Multi-client agency reporting
• Branded reporting
REPORTING
• Each agency can have margin control per client
• E.g. if the campaign has a total spend of $1000, agency can set 25% margin on top
• Client report will show the spend of $1250
• Agency will benefit $250 from the campaign
• Margins are available on Google Display Network traffic as well
MARGIN CONTROL EXAMPLE
• Own your branded platform
• Full look and feel within your brand guidelines
• Reporting exports are branded too!
WHITE LABEL
• Higher reach (Google just 25% of the reach, proxy browsers, feature phones)
• Transparent bidding on GDN sites, possibility to save
• Automated optimisation by sites, platform, OS, operator
• All creative formats
• Click to call, Click to USSD, Click to buy campaigns
• DMP for 1B impressions: age, location (city), SEC*
• Local currency support: Naira payments
SUMMARY OF THE BENEFITS, ESKIMI DSP
Special solution for mobile operators for smart marketing and ROI
Eskimi launched Eskimi bundle in Nigeria
100’000+ bundles activated through Eskimi direct activation platform alone
Single campaign case study: https://www.youtube.com/watch?v=pMSlX0kjqo4
DIRECT ACTIVATION CAMPAIGNS FOR TELCOS
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• Full screen ads example
• Direct activation using one click scenario
• Works with data bundles, rate plans, VAS services, any other products
DIRECT ACTIVATION CAMPAIGNS
Any questions?