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ROZEE.PK - Marketing Association of Pakistan

Presentation delivered by Monis Rahman on Digital Marketing at the Marketing Association of Pakistan at Avari in Lahore on Oct. 21, 2009

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ROZEE.PK - Marketing Association of Pakistan

  1. 1. M A R K E T I N G A S S O C I A T I O N O F P A K I S T A N<br />Online Advertising: <br />The Pakistan Opportunity<br />October 21, 2009<br />
  2. 2. About Us<br /><ul><li> ROZEE.PK is a division of Naseeb Online Services (Pvt) Limited
  3. 3. Wholly owned subsidiary of Naseeb Networks, Inc. USA
  4. 4. Management has over 100 years of combined Internet experience
  5. 5. AOL, eBay, Paypal, Excite, Google, Intel, Cisco
  6. 6. Backed by two top Silicon Valley Venture Capital Funds
  7. 7. Draper Fisher Jurvetson (DFJ) & ePlanet Ventures
  8. 8. Created Internet successes including Hotmail, Skype, Baidu
  9. 9. $20 Billion USD under management</li></ul>N A S E E B N E T W O R K S I N C<br />
  10. 10. Pakistan’s Advertising Market<br />25B<br />PKR<br />22B<br />(2%)<br />(7%)<br />15B<br />(11%)<br />12B<br />9B<br />8.1B<br />(32%)<br />7.3B<br />N A S E E B N E T W O R K S I N C<br />6.5B<br />(48%)<br />DAWN<br />33%<br />ROZEE.PK<br />67%<br />
  11. 11. Internet: Pakistan’s Best Kept Secret?<br />#3<br />N A S E E B N E T W O R K S I N C<br />
  12. 12. Where is online advertising?<br /><ul><li>Pakistan is world’s #3 fastest growing online population
  13. 13. Online ad spend is doubling every year
  14. 14. Still only 1% of total market spend vs. 8% globally
  15. 15. Huge growth potential</li></ul>N A S E E B N E T W O R K S I N C<br />DAWN<br />33%<br />DAWN<br />33%<br />ROZEE.PK<br />67%<br />ROZEE.PK<br />67%<br />2007<br />2008<br />2004<br />2006<br />2005<br />
  16. 16. ROZEE.PK For Advertisers<br /><ul><li>4.2 Million</li></ul> Distinct Visitors<br /><ul><li>95%</li></ul> From within Pakistan<br /><ul><li>80 Million</li></ul> Page Views<br /><ul><li>1,000,000</li></ul>Registered Professionals<br /><ul><li>20,000</li></ul> Employers/Companies<br /><ul><li>5,200,000</li></ul>Job Applications Processed<br />N A S E E B N E T W O R K S I N C<br />
  17. 17. Case Study: Engro Foods<br />N A S E E B N E T W O R K S I N C<br />
  18. 18. Cost Per CV<br />ROZEE.PK<br />Rs. 4<br />DAWN<br />Rs. 411<br />100X Cost Savings Online<br />Case Study: Engro Foods<br /><ul><li> Job ad in Dawn Career Classifieds (Sunday, Oct. 26 2008)
  19. 19. Half Page, Full Color, Back Page (Rs. 850,000 – one day)
  20. 20. Listed same jobs on ROZEE.PK (Rs. 15,000 – 15 days)
  21. 21. ROZEE.PK 4,200 CVs vs. Dawn 2,000 CVs
  22. 22. 145 hires through ROZEE.PK in 2008</li></ul>N A S E E B N E T W O R K S I N C<br />DAWN<br />33%<br />ROZEE.PK<br />67%<br />
  23. 23. Case Study: Engro Foods<br />&quot;We were delighted with the quality of candidates we were <br />able to hire through our partnership with ROZEE.PK.  <br />EFL is a rapidly growing company and our people <br />are our most important asset. Our online hiring experience <br />has yielded an excellent return on investment compared to <br />conventional methods.&quot;<br />N A S E E B N E T W O R K S I N C<br />Shafaq OmarGeneral Manager Human ResourcesEngro Foods Limited<br />DAWN<br />33%<br />ROZEE.PK<br />67%<br />
  24. 24. Online Ads – Nuts & Bolts<br />CPM<br />CPC<br />N A S E E B N E T W O R K S I N C<br />CPA<br />
  25. 25. CPM<br />CPC<br />CPA<br />Online Ads – Nuts & Bolts<br />Impressions<br />Clicks<br />N A S E E B N E T W O R K S I N C<br />Actions<br />
  26. 26. CPM<br />CPC<br />CPA<br />Online Ads – Nuts & Bolts<br />Impressions<br />Branding<br />Clicks<br />Awareness<br />N A S E E B N E T W O R K S I N C<br />Actions<br />Results<br />
  27. 27. CPM<br />CPC<br />CPA<br />Online Ads – Nuts & Bolts<br />Impressions<br />Rs. 1,000 (Rs. 1 / Imp.)<br />1,000<br />Clicks<br />Rs. 200<br />5 (CTR 0.5%)<br />N A S E E B N E T W O R K S I N C<br />Actions<br />Rs. 1,300<br />0.75 (ACR 15%)<br />
  28. 28. CPM<br />CPC<br />CPA<br />Example – Pay Me Rs. 500 For Each New Customer<br />Impressions<br />1,000<br />Clicks<br />20 (CTR 0.5%)<br />N A S E E B N E T W O R K S I N C<br />Actions<br />Rs. 500<br />3 (ACR 15%)<br />
  29. 29. CPM<br />CPC<br />CPA<br />Example – Pay Me Rs. 500 For Each New Customer<br />Impressions<br />Rs. 385 &lt; Rs. 1,000<br />1,300<br />Clicks<br />Rs. 60<br />6.5 (CTR 0.5%)<br />N A S E E B N E T W O R K S I N C<br />Actions<br />Rs. 500<br />1 (ACR 15%)<br />
  30. 30. Concluding Thought<br />“I know that 50% <br />of my advertising budget is wasted. <br />But I don’t know which half!&quot;<br />N A S E E B N E T W O R K S I N C<br />Welcome to the Internet<br />DAWN<br />33%<br />ROZEE.PK<br />67%<br />

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