This document discusses mobile trends in India and how Appsnack helps brands engage mobile audiences. It notes that within 1-3 years, mobile usage could surpass desktop in India. Appsnack provides rich, engaging ad formats and targets mobile users at scale across over 506 million unique users per month based on location, demographics, device and content. The document emphasizes the importance of relevancy, rich media experiences and ROI for mobile advertising.

2. “Mobile living in a post-PC world…
We are monetization levels …
could surpass desktop within 1-3 Years”
900m
59% People in the India
own a mobile device*
Year on year increase
in India ad spend
across mobile for 2012 87m $30m
people in India access annual ad spend on
the internet via their mobile in the India,
mobile device* 2012*
Data Source: eMarketer Metrics (Mobile, worldwide 2012) & IAMAI January 2013
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3. India is moving with global mobile trends…
1. App-based behaviour will drive 2. Location-based services and
mobile ads “on-the-go” advertising
4. M-commerce will take over e-
3. App experiences anywhere commerce
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4. 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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5. 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
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6. So who are we?
Appsnack helps brands and their agencies build rich, engaging, app-like creative
experiences that reach audiences at scale, across mobile and tablet.
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
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7. Engage mobile audiences...
The worlds largest brands choose Exponential’s solutions for display, video and now mobile
Automotive Consumer Technology Retail Travel Telecom
Goods
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8. Effective targeting requires scale
Reach more than 506 million unique monthly users
...with access to thousands of publishers across mobile and
worldwide…
tablet
Content Location Demographics Device All of the above
The right person,
I am into fine I own an in the right
I’m a 35 years
wine and in the I live in place, at the
old and married iPhone and iPad
market for a Chicago, Il right time
with 2 children
luxury cars along the
right content
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9. ...but it’s not just about devices...
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10. It’s about how your audience uses them
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11. and engaging with your audience where they engage the
most...
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12. We’re living in a multiscreen world
Source: Google/IPSOS, 2012
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13. Different times, different devices
• Tablet peaks pre- and post- work day
• Computer, predictably, peaks during work day
• Mobile appears somewhat pervasive
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14. The 3Rs:
Old school New skool
• Rich media
• Relevancy
• ROI
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15. R1 Rich Media
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16. Why are apps so popular on mobile?
1. Usability
2. Function - save time/fill time
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17. What does that mean for advertising?
1. Provide app-like experiences
2. Provide save time/fill time
functionality
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18. …in content they love regardless of operating system,
carrier, and consumption environment.
Mobile web Mobile optimized In-app
Snack Bar MMA Ad Units

19. 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
Creative gallery – (view in Chrome or Safari)
http://creative.appsnack.com/showcase /
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20. R2 Relevancy
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21. Relevancy: transform data into intelligence
Aggregate over with associated attributes
Segment users 2 billion daily datatopics
Contextualize based on 50,000 events
Content Location Demographics Device All of the above
The right
I am into fine I own an person, in the
I’m a 35 years
wine and in the I live in right place, at
old and married iPhone
market for a Chicago, Il the right time
with 2 children and iPad
luxury car alongside the
right content
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22. R3 ROI
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23. 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.
Awareness
Awareness • Reach & Frequency reports
Interest
Interest • Brand lift studies
(e.g: Vizu)
Desire
Desire • Interaction Rates
(e.g. Click to site, time spent, social activity)
Action
Action
• Conversions
(e.g: Purchase, sign up, voucher request)
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24. The 3R’s in action…
Creative gallery – (view in Chrome or Safari)
http://creative.appsnack.com/showcase/
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25. Full-page expandable: user initiated engagement
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26. The Appsnack advantage…
We help brands and their agencies build rich, engaging, app-like creative experiences that reach
audiences at scale, across mobile and tablet.
Engaging app-like Intelligent Reach your audience
ad units targeting at scale Mobile audiences engaged
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27. Thank You
Sandy Shanman | General Manager, Appsnack
T: @sshanman
E: sandy.shanman@appsnack.com
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