getting the right media mix for emerging markets
DESCRIPTION
Binay Tiwari, Head – Marketing, Vserv.Mobi’s presentation on “Getting the right Media Mix for Emerging Markets’ during the Mobile Web West Africa in April 2012. This outlines advertisers getting the right media mix for emerging markets.TRANSCRIPT
GETTING THE RIGHT
MEDIA MIX FOR
EMERGING MARKETS
Most powerful Mass Media ever!
RADIO
TV
INTERNET
Mobile
Video
Music
Text/Image
Broadcast
+Interactive
UNIVERSAL TRUTHBUT APPLIES
DIFFERENTLYTO
EMERGINGMARKETS!
Device Eco System Is Very Different IN EMERGING MARKETS
Much lower Per Capita GDP
Egypt92%
Vietnam90%
Nigeria 90%
Indonesia 90%
South Africa86%
Brazil
India
U.K.
U.S.A
Colombia85%
82%
82%
55%
20%
EMERGING MARKETS ARE
“PREPAID”
NO “CONTRACT”
NO HANDSET SUBSIDY
Users pay the Full Amount for their handsets.
Users want the BEST for the LEAST!
Competitive Handset market = Many models across price
points.
meansX
FEATURE PHONES DOMINATE EMERGING MARKETS
NORTH AMERICA
37% 63%
WESTERN EUROPE
32% 68%
SOUTH AMERICA
2%98%
E.EUROPE & ASIA PACIFIC
10%90%
AFRICA
4%96%
Emerging Markets Developed Markets
THINK BEYOND
SMARTPHONES IN YOUR MEDIA PLAN
All this in
a phone
costing
less than
$50!
SURFS THE
INTERNET
MUSIC ON
LOUDSPEAKERS
PLAYS
VIDEOS
PLAY GAMES
RUN
APPS
SOCIAL MEDIA
ACCESS
All Phones are SMART!
Different Usage patterns
Another Screen Primary Screen
v/s
Never experienced the Internet
Internet = Mobile Internet
DEVELOPED MARKETS EMERGING MARKETS
USA: 25%
UK: 22%
RUSSIA: 19%
EGYPT: 70%
INDIA: 59%
NIGERIA: 50%
% Mobile ONLY Usage
9%
91%
Nigeria
23%
77%
Kenya
6%
94%
Indonesia
24%
76%
Indonesia
25%
75%
China Mobile Only Internet
Generation
Device Ownership
FEATURE PHONE USERS LEAD Mobile Only Internet Usage
Feature Phones
Smart Phones
Leverage
„Natural‟
Consumption
Behavior to
Engage the
Audience
Desktop Internet
InformationCommunicationEntertainment
Mobile Internet
Web Pages / Search Email / IM Streaming
Search / Reviews Email / Social Ringtone / Wallpaper
DOWNLOADS BROWSINGSOCIAL/EMAIL
65% 55% 30%
Source: On Device Research, Opera Software
The Mobile Trifecta
What do they do?
66%
60%
58%
55%
55%
54%
50%
30%
25%
21%
21%
DOWNLOAD MUSIC
DOWNLOAD VIDEOS
SEARCH
DOWNLOAD GAMES
SOCIAL MEDIA / EMAIL
OTHER APPS
WALLPAPERS
SPORTS NEWS
ENTERTAINMENT NEWS
NEWS
MAPS
Source: On Device Research, Opera Software
Feature Phone Apps Ecosystem
THRIVING!!!
MILLION
Downloads/day13
Total
Apps100K
And many more App Stores!
Operator Billing &
Advertising are the dominant
monetization models
LAUNCH AD:Shown before
App starts
EXIT AD:Shown on exiting
the App
Feature Phone
APP
New IMPACTFUL possibilities!
Its happening in Africa!
INDIA:
SE ASIA:MIDDLE EAST
& AFRICA:
EUROPE:
LATIN AMERICA:
Africa already contributing 16% Ad Traffic
on Vserv.mobi Network
REST OF
ASIA:12%
18%
16%
34%
8%
10%
Source: Vserv.mobi AppWrapperTM powered Ad Requests
GROWTH
over past 12 months19x
Source: Vserv.mobi AppWrapperTM powered Ad Requests
1 2 3 4 5 6 7 8 9 10 11 12
1 2 3 4 5 6 7 8 9 10 11 12
1 2 3 4 5 6 7 8 9 10 11 12
1 2 3 4 5 6 7 8 9 10 11 12
Nigeria
Egypt
South Africa
Kenya
3 Key Take Aways
1 2 3REACH IMPACTENGAGE
Feature phones are
critical
Leverage ‘Natural’
consumption behavior
Both - Reach & Impact are
possible with the right media
APPS