How mobile media planning is moving from mere inventory buying to audience buying

1. INVENTORY TO AUDIENCE
The Next Wave of Mobile Advertising

2. Mobile is BIG, do you think
it still needs evangelizing?

3. Youth in India
suffer from
Nomophobia45%
How did
you feel
when you
lost your
mobile?
73%
PANICKED
14%
DESPERATE
7%
SICK
Sources: Androidguys, TRAI, MGM Medical College study findings

4. 450 MN
Internet Ready
Devices
650 MN
Mobile Phone
Users in India
80%
Teledensity in
the Country
No Need to Evangelize an
Indispensible Medium!

5. Is the User Getting Smarter
Or the Device?

6. What is a smartphone ?
Anything that does more than calls?
Smart is relative.. Smarter than the last
version

7. The big question?
Is user getting smarter and devices are
catching up?
Or
Devices getting smarter and users
adapting?

8. Introducing India’s
mobile-native generation
41%
40%
39%Cheaper than using a computer
Mobile is the only way to access Internet
Convenient when away from computer
Easier than using a computer 32%
Mobile is becoming the Primary Screen

9. 52% Mobile internet usage in India happens in
Nokia devices
26% Mobile internet usage in India happens in
Samsung Devices
13% Mobile internet usage in India happens in
unknown device - micromax, carbon, etc.,
ces: Economic Times Article January 2013

10. • How do we plan our media?
• How will our plan encompass
this variety of users?
• Questions:

11. Audience Vs. Inventory
What are you looking for?

12. More
Interested
in the
PERSON than
the
DEVICE

13. Multiplicity of Users
Not necessarily represented by
the device they carry
India is a peculiar market –
used or second-hand

14. A New Handset is Used
for around 1 Year
A Used Handset Sells for
about 50% of its Purchase Price
In Rural India, a Used Handset
costs around Rs.1,000
Source: Economic Times

15. Heera Panna in Mumbai
CP in Delhi
Many more like these…
One of the most sold devices in used market
today are dual sim, touch & type devices.
Music enabled. 75% of them are sold in Tier
2-3 cities.
Would they be the right TG for your
brand?

16. App Usage is Booming,
Are you Leveraging this Trend?

17. Apps are the drivers of Internet usage on
mobile
There are apps for everything
They are the stepping stones of content
consumption

18. Source: venturebeat.com, techcrunch.com, intomobile.com
100mn
App downloads per month
from the OVI store in India
3rd India ranks in no. of App
downloads in the world

19. Mobile Offers the Most Engaging
Formats, are you using all?

20. Multiplicity in form factors
How do we unify communication?

21. Get Singularity in communication
Delivered differently

22. Intuitive
Advertising
Touch Click Scratch Drag Pinch
Taking brand experience on mobile to a
different height

23. HIGH CONVERSION
Source: venturebeat.com, techcrunch.com, intomobile.com
66% of users that click through a Rich Media ad
to a video will complete that interaction
HIGH eCPM for Developers
Full-screen ads earn developers and publishers 500%
more eCPM than banner ads
HIGH ENGAGEMENT
100% share of voice on full-screen ads

24. Way
forward…

25. Quadrangle of Mobile Advertising
Tech Enabled
Tracking
Audience
Targeting
Ad Format
Content &
Context

26. Understanding your Audience can help
optimize your offering for the Market

27. Current Targeting
Model
Audience Targeting
AudiencePro™

28. Audience Sample
GENDER:
Male
AGE:
18-30 Years
SUBSCRIBER:
Prepaid
Subscriber
Information
Usage
Information
Right Target
Audience!
OS :
Android
INTEREST:
Mobile Games
LOCATION:
Metro
zADVERTISER

29. Rich Media Ad Formats
to Keep Users Engaged
More than just Movement or Multiple Clicks

30. Engagement
Redefined
360 swipe Form Fill Video

31. Tech-enabled Tracking
Cross Platform Solution

32. Tech Enabled Tracking - Cross-Platform Solution
Much beyond clicks
Engagements Swipe
Touch
Drag
Video View
Facebook Like
Tweet
Expand
Many more

33. Audience that does
more than just calling

34. A BETTER BRAND SOLUTION
AND USER EXPERIENCE
Tech Enabled
Tracking
Audience
Targeting
Ad Format
Content &
Context

35. Where does that leave us
Mobile is big
It is marred with multiplicity
Mobile Media planning is complex
Too many permutations and combinations

36. 3 Tips
Focus on the User – not device
Data Data Data – telecom and media data
Balance Reach vs Engagement

37. Narayan Murty
GM - Global Sales
narayan.i@vserv.mobi
+91 9930427049

38. QUESTIONS?