Main-part rep (1)

Digital Advertising Operation Of Madmart Ltd

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Part-1: Introduction

This part describes about the report title and the organization on

which has been prepared in very brief with identifying the

following issues regarding report:

Introduction

Background of the Study

Objective of the Study

Scopeof the Study

Methodology of the Study

Limitations of the report


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1.1: Introduction

Mobile devices have already changed the Internet landscape. There is no turning back. The

upshot is a net positive for savvy business owners and marketers. Mobile devices offer numerous

advantages for advertisers. And if you make sure your business is well-positioned to take

advantage, you can reap the benefits sooner than later. No matter what your brand or industry

and howsoever scattered your audience, mobile advertising can prove to be effective and

efficient if it is based on authentic data and deeper consumer insights.

The report entitled as “An Internship report on Digital advertising operation of Madmart

Ltd (flytxt) through mobile phone” depicted on the conceptual framework of integrated, multi-

dimensional analytics framework driven platforms, applications and solutions Madmart (flytxt).

1.2: Background of the Study

Every academic course has a great value when it has practical application in the real life. Only

theoretical knowledge will be useless, unless we apply it in the practical life. So we need proper

application of our knowledge to get some benefit from our theoretical knowledge. When we are

able to apply our theoretical knowledge to our working we come to know the true benefits of our

knowledge. Internship program gives us such an opportunity of applying our theoretical

knowledge to our working life. When theoretical knowledge is obtained from a course of study it

is only the half way of the subject matter. Internship implies the full application of the methods

and procedures.

The Report is titled as “Digital Advertising Operation Of Madmart Ltd (Flytxt) Through

Mobile Phone”.

As a student of BBA this study will be more significant in my practical life. I have worked for

three months at Madmart Ltd. (Mohakhali Branch; Bangladesh) to complete the internship

program as an academic requirement.


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1.3: Scope of the study

The main scope of the study is it obtain a clear idea about Digital advertising operations through

mobile phone and their multi-dimensional analytics framework. How the total operation is done.

The other scopes are as follows:

To fulfill the requirement of BBA program.

To evaluate the performance of Madmart Bangladesh Ltd. and its digital advertising

operation.

To recommend about digital advertising operation of Madmart Bangladesh Ltd.

1.4: Objective of the report

In this report, It tried to furnish all sorts of practical dealings that are conducted in case of

handling various types of activities in digital advertising operations, the theoretical aspects, that

is what should be the procedures and requirements maintained from first to last and actual

practices as well as the ultimate gain for the organization in conducting marketing activities are

mainly discussed here. So the purpose and objective of this report can be summarized as

follows:

Broad Statement:

To portray of the digital advertising operations through mobile phone and their integrated,

multi-dimensional analytics framework platforms, applications and solutions in respect of

mobile ad market place powered by Flytxt (Madmart Ltd)


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Specific Objectives:

To focus on the Brief description of digital advertising operations through mobile phone

To know deeply about Integrated, Multi-dimensional Analytics framework

To examine measurable economic value for CSPs through Big Data Analytics

To focus on some other activities of digital advertising operation

To examine the profitability of the digital advertising through mobile & other devices.

1.5: Methodology of the study

The study requires a systematic procedure from selection of the topic to final report preparation.

To perform the study the data sources are to be identified and collected, they are to be classified,

analyzed, interpreted and presented in a systematic manner and key points are to be found out.

The over all process of methodology is given in the following page in a form of flow chart that

has been the study requires a systematic procedure from selection of the topic to final report

preparation.

Identifying data sources: Essential data sources both primary and secondary are

identified which will be needed to complete and work out the study. To meet up the need

of data primary data are used and study also requires interviewing the official and staffs

were necessary. The report also required secondary data. Information collected to furnish

this report is both from primary and secondary sources

The primary sources of data are as flows:

1. Official records of Madmart Ltd (Flytxt).

2. Personal Interview:

Face-to-face conversation and in depth interview with the respective officers of

the branch.

Face to face conversation with the clients visited the branch.

3. Personal observation:


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Observing the procedure of digital advertising operations activities followed by each

department.

4. Practical work exposures on different areas with clients & sales team.

5. Practical work experience in the different desk of the department of the branch

covered.

6. Relevant field study as provided by the officer concern.

The secondary sources of data are flows:

1. Website of Madmart Ltd (Flytxt).

2. Various book articles regarding digital advertising operations through mobile phone.

Collection of data: Primary data are collected by using interviewing technique. The reports

are an exploratory research and for qualitative survey open ended question were ask to the

client & officials.

Sampling:

Population: All the workings of Madmart Branch located in Bangladesh as well as their

overseas branches have been taken into consideration as population.

Sample: Madmart Bangladesh (Flytxt) & global delivery centers at Thiruvananthapuram

and Mumbai in India are the vital sample.

Classification, analysis, interpretations and presentation of data: Official data and

graphical data are used in this report for analyzing the collected data and to classifying those

to interpret them clearly.


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1.6: Limitation of the Study

To provide current information and to make the report read-worthy, support from various sources

is essential. In spite of having my wholehearted effort, I could not collect some information

required at the time of the study. So this study is not free from the following limitation:

Lack of Experience: Experience makes a man efficient. I am doing such kind of

research activity for the first time. That’s why inexperience creates obstacle to follow the

systematic and logical research methodology.

Short Time Period: The first obstruct is time itself. Due to the time limitation, the

scope and dimension of the study has been reduced. For an analytical purpose adequate

time is required. But I got a short time period to prepare the report.

Lack of Personnel: Sometimes the officers of my organization were very busy. For this

reason they personally did not co-operate me.

Fears to Disclosure: Another limitation of this report is the government policy

regarding telecommunication sector of not disclosing some data and information for

obvious reason, which could have been very much helpful.


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Part-2: Organizational part

This part describes about the organization on which has been

prepared in very brief with identifying the following:

Madmart Profile

Vision& Mission

Products & party related to advertising

Multi-Channel inventory

Digital ad sales Models


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2.1: Madmart Profile

Powered by Flytxt big data technology platform, the mobile ad market place commences

operations in Bangladesh in partnership with Robi Axiata & Bangla link.

Provides Brands with higher reach and superior micro-segmentation capabilities

February 19th, 2013, India – Flytxt, the technology leader in Big Data powered Customer

Experience and Revenue Management Solutions, announced today the launch of Madmart, a

first of its kind mobile ad market place in Bangladesh. Madmart in partnership with Robi Axiata,

one of the fastest growing telecom operators in Bangladesh, will offer brands and ad agencies an

opportunity to engage their potential consumers through Mobile, the most pervasive channel.

During the launch of this initiative, Dr. Vinod Vasudeva, CEO, Flytxt, said, “We are delighted to

bring this unique mobile ad marketplace to market. Operators can now unlock a new revenue

stream by offering consumer insights and multi-channel engagement opportunities for brands

and agencies.”

Touching upon their experience in running big data powered targeted marketing campaigns for

operators, he added, “Our customers get around 2 to 50 times higher conversions with precisely

targeted marketing compared to carpet bombing campaigns and we expect the brands to now

Madmart, Flytxt’s newly launched mobile ad marketplace, is powered by a patent pending

mobile advertising technology platform QREDA. Mr. Abhay Doshi, V.P Product Management

and Marketing at Flytxt speaking on the platform capabilities said, “We leverage data available

with operators to create personas reflecting Demographic, Psychographic, Sociographic and

behavioral profiles that can be utilized by advertisers to run precisely micro-segmented

campaigns honoring subscriber’s preference, privacy and permission.”

In addition to offering a wide range of ad inventory and precise consumer insights, the flexibility

of the platform gives a compelling proposition for both long tail and global brands to advertise

through Madmart compared to conventional and other digital media channels. The market place


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will enable ad campaigns in push and interactive mode, in addition to supporting settlement

models like CPC, CPM and CPA.

Madmart is a multi-operator anchored mobile ad-marketplace/agency for Brands, Advertising

agencies and Media Buying Agencies. Madmart is an Ad Marketplace powered by Flytxt, the

pioneer in mobile marketing and advertising industry with a decade long experience in the

domain. Madmart has built its platform using the market proven technology of Flytxt deployed

across the globe. Madmart allows brands to effectively leverage the unprecedented reach and

subscriber insights possessed by operators while ensuring highest subscriber privacy, preference

and permission. Madmart enables its partners to optimize their revenue, efficiently manage

inventory, run sophisticated mobile Advertising campaigns, and access detailed tracking and

reporting. Madmart’s proprietary technology is designed to ensure highest privacy protection for

subscribers. The self-service interface of the platform allows complete control of the mobile

campaigns across multiple channels for unprecedented reach and impact.

Corporate Website

http://www.mad-mart.com/

2.2: Products & party related to advertising

I. OPERATORS

Rapidly changing technology, innovative services by over the top (OTT) players and increasing

competition is severely affecting the top line of the Operators. In this scenario, the need to


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innovate and explore new sources of revenue is paramount to maintain a steady growth.

Madmart’s provides a platform that harnesses the inherent value of the Operator’s capabilities to

reclaim their rightful place in the mobile advertising ecosystem. Madmart leverages unique

assets possessed by Operators in the form of valuable subscriber insights, customer touch-point

and inventory and monetizes it to the benefit of the Operator as well as enhances the subscriber’s

experience.

Unmatched Revenue – New Revenue Stream through Mobile Advertising

Generate unmatched revenue by harnessing your inherent assets without incurring any

significant cost. Madmart’s unique business model transforms Operators from a mere pipe

provider into a virtual media house to become an integral part of the mobile ecosystem.

Madmart’s comprehensive ad marketplace enables Advertisers to get more out of their ad spend,

thereby, ensuring higher revenue for Operators. The advanced ad serving capabilities of

Madmart ensure optimum monetization of your entire inventory.

Protection of Subscriber Privacy – Ensure Total Data Security

Madmart ensures complete security of Operator’s data and protects subscriber privacy, yet,

enables precise micro-segmentation capabilities. Madmart’s data abstraction technology profiles

consumers in such a way that there is no external exposure of consumer’s personally identifiable

information (PII). Madmart is well set within the boundaries of policies and security rights

through.

Non reversible abstraction of consumer information

Absolutely no access to subscriber identity


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All information is being held within operator’s firewalls.

Complete Control – Preference and Permission takes Highest Priority

Ensure compliance with all regional regulatory mobile communication guidelines and consumer

preferences with Madmart’s communication policy. DND(do Not Disturb), Partial DND, Opt-

ins, partial Opt-ins, frequency caps, Blackouts and so on can be defined at various levels and

implemented in real-time. Get full control over the content and nature of ads that are served over

the network. Choose to omit competitors’ ads, objectionable content and fraudulent messaging or

set any other specific filtering criteria to ensure rich, relevant and meaningful communication

reaches your subscribers.

Multi-Channel Ad Broadcast – Monetize your Inherent Assets

See your revenue grow many folds by effectively monetizing the opportunities present within

your infrastructure. MADmart provides opportunity for you to monetize every customer touch

point through mobile advertising. mADmart offers Advertisers simple medium like SMS, USSD,


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MMS, WAP, Sponsored calls, RBT, OBD, Apps to more complex channels like in-bill and in-

video touch points. Enhance subscriber experience by connecting advertisers and subscribers

through their most preferred channel of communication in a non-intrusive manner.

Personalized Consumer Experience – Personalized Offers, No SPAM

Madmart helps you develop a superior customer experience based on in-depth consumer

insights. Engage customers with highly personalized offers and enable them to interact with their

favorite brands. Madmart helps you in understanding the consumer’s attitude, behavior and

preferences in order to accurately predict and offer products and services that truly matter to

them. When all this is executed with strict focus on adherence to consumer privacy and No

SPAM, it goes a long way in developing a strong relationship with your subscribers.


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Ad Marketplace – One Stop Shop for Mobile Ads

Madmart is one of a kind operator focused Ad marketplace that allows superior monetization of

in-net, on-net and off-net inventories. Madmart’s self-service mobile advertising platform brings

all entities of the mobile advertising ecosystem under one roof – the Ad Marketplace.

Advertisers and Agencies can buy/bid for mobile inventory from an entire array of mobile

channels, create precisely targeted campaigns, execute and track campaigns, all in real-time.

II. ADVERTISERS

With over three fourth of the world’s population now on mobile phones, it has become

imperative for advertisers to focus on their mobile marketing strategy. Madmart, with its long

legacy in mobile advertising industry, helps you to seamlessly align your mobile advertising

objectives with your brand’s overall marketing strategy. Madmart’s key differentiators lie in its

unprecedented reach, unparalleled targeting options and unmatched consumer privacy standards.

Measurable RoI – Get clear visibility of the impact

Madmart ensures that the advertisers ad spend on mobile is optimized for higher returns. A

combination of accurate targeting, appropriate mobile channel and measurable response

mechanism assures optimum ROI. Madmart’s intelligent platform ensures that you get clear

visibility of the factors that are driving maximum impact via clicks/conversion tracking,

measuring action based responses, driving sales via mobile coupons. Further, Madmart’s flexi

pricing based on CPM, CPC and CPA enables you to choose the best cost options depending

upon your campaigns goal.


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Location Targeting – Communicate with you customer at right time and

right place

Campaigns that target consumers based on current location are significantly more successful.

Madmart provides unmatched reach to drive more sales through location based advertising.

Reaching consumers at the right time, right place, through right channel and with the right offers

makes all the difference. Madmart enables you to reach out to your potential consumers when the

intent is at the highest, thereby, ensuring maximum impact of the campaigns.

Nano-Segmentations – Talk to the right audience

The ‘never seen before’ precision in targeting capabilities of Madmart’s proprietary technology

enables brands to be able to reach out to their most relevant audience. This is essential for brands

marketing efforts from raising brand awareness, generating interest to closing a sale and

converting your consumers into brand advocates. Madmart’s advanced consumer profiling is

achieved through insights derived from authentic consumer information available with

Operators. Consumer profiling based on demographical, geographical, psychographic,

behavioral, Sociographical and predictive behavior is powered by highly intelligent data

analytics, which make such profiling extremely reliable and accurate.


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Reports and Insights – Find out what is working and what is not

The major concern that lies in every Advertiser’s mind is whether they are investing in the right

campaigns and whether the campaigns are driving the right impact. Madmart’s sophisticated

metric tool provide real-time performance indications and decision dashboards that can be

interpreted, compared and customized according to the campaign objectives. Madmart’s platform

allows Advertisers to make decisions in real time. MADmart makes it possible to view campaign

performance by parameters such as hour, day, week, month, impressions, clicks, actions and so

on.

Multi-Channel – Reach consumers through their preferred mode of

communication

Madmart’s campaign managers meticulously choose the mobile channels to drive the maximum

impact of a campaign based on its objective and consumer’s preference. Madmart helps

advertisers to reach out to their target audience through most appropriate channel of

communication. As a result, advertisers achieve maximum impact from the mobile campaigns.

mADmart supports full range of channels for mobile advertising be it video, MMS, WAP Push,

SMS, OBD, IVR, USSD, along with WAP Banner, WAP text, Pre-call announcement and in-

APP.


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Providing Subscriber Insights for Precise Targeting

Confidential 8

Data Usage High, Med, Low

Heuristic Pattern international, night callers

Datausers

Device Profile

Smart Phone

Feature Phone

GPRS enabled

MMS capable

Brand Model

Demographic

Gender, Age Group

Geographic

Division

District Thana

Psychographic

News Junkie

Cricket Fan

Feminine

Religious

Subscriber Tags generated out of Accurate Subscriber Insights assure Precise Targeting


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Ad Marketplace – Get everything at one place

Madmart’s self-serve platform is a one stop shop for all advertising needs of advertisers.

mADmart allows Advertisers to choose from a vast array of mobile advertising inventory on a

single platform, be it, video, MMS, WAP Push, SMS, OBD, IVR, USSD, along with WAP

Banner, WAP text, Pre-call announcement and in-APP. mADmart has equal targeting

capabilities across each of these channels. Madmart enables Advertisers to take full control of

budgeting, pricing model, payment method, scheduling and managing campaigns all in real time.

Madmart’s Ad marketplace completely eliminates the need for Advertisers to approach different

solution providers for different advertising requirements. The one stop solution from mADmart

not only saves valuable time and efforts, it also ensures incremental ROI for Advertisers.

2.4: Madmart Mission

To provide Integrated, Multi-dimensional Analytics framework driven platforms,

applications and solutions.

To ensure solutions that increase revenues, margins and customer experience for CSPs

.

2.5: Madmart Vision:

Generating >10% Measurable Economic Value from Data through Mobile Consumer

Analytics.


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Generating measurable economic value for Communication Service Providers and

Mobile Enterprises leveraging mobile consumer interactions at different touch points

across the lifecycle journey.

2.6 Multi-Channel inventory:

SMS:

Most popular channel to reach out to the target audience.

IVR & Missed Call:

Interactive Voice Response and Missed Call service to response capture

USSD:

Instant delivery of Text Message (Flash) on Phone Screen

Missed call Alert:

Footer added in the Missed call alert message. High read rate.

Video Push:

Video link hosted on a page sent to user

WAP Push:

Text + Link; taking subscribers directly to the Mobile Site.

2.7 Digital ad sales Models


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Cost per Thousand (CPM)

The price of 1,000 advertisement impressions on one webpage. If a website publisher charges $2

CPM, that means an advertiser must pay $2 for every 1,000 impressions of its ad. The "M" in

CPM represents the Roman numeral for 1,000. CPM is the most common method for pricing

web ads.

Cost per Click (CPC)

Cost per Click (CPC) refers to the actual price you pay for each click in your pay-per-click

(PPC) marketing campaigns. A method websites use to bill by the number of times a visitor

clicks on a banner instead of by the number of impressions. Cost per click is often used when

advertisers have a set daily budget.

Cost per Lead (CPL)

Cost per lead, often abbreviated as CPL, is an online advertising pricing model, where the

advertiser pays for an explicit sign-up from a consumer interested in the advertiser's offer. It is

also commonly called online lead generation.

Cost per Acquisition (CPA)

Cost per action (CPA), also known as pay per action (PPA) and cost per conversion, is an online

advertising pricing model where the advertiser pays for each specified action - for example, an

impression, click, form submit (e.g., contact request, newsletter sign up, registration etc.), double

opt-in or sale.


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Part-3: Learning Part

This part describes some conceptual issues regarding digital mobile

marketing and few studies:

The Essence And Potential Of Mobile

Marketing And Advertising

Types of mobile ads

Case Study: Mobile Advertising

3.1: The Essence and Potential of Mobile Marketing

and Advertising

Definition - What does Mobile Advertising mean

Mobile advertising is the communication of products or services to mobile device and

smartphone consumers. The mobile advertising spectrum ranges from short message service


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(SMS) text to interactive advertisements.

Mobile advertising is a subset of mobile marketing.

“Mobile marketing is a set of practices that enables organizations to communicate and engage

with their audience in an interactive and relevant manner through any mobile device or network.

Mobile is no longer a niche medium. Mobile phones are expanding their zone of influence in a

consumer’s life beyond communication to life management – social networking and

entertainment including gaming. The mobile device will become the primary means by which

humans interact to fulfill their need for information. Mobile phone provides a virtual one to one

marketing channel where smart business has moved beyond advertising and into tailored

engagement. In other words mobile is beginning to look like just a regular marketing medium.

Now retailers and marketers will discover fresh uses of SMS, mobile sites, applications and

mobile coupons to drive traffic in the stores.

We can expect 100 to 150 percent growth in mobile budget. By integrating channels, brands will

get bigger bang for their money through the new use of media assets. Mobile will make the

communication circle complete. Now the focus of mobile marketing industry will shift from

carrier and technology to focus more on creative and marketing strategy. This is because of

better handsets, more affordable data plan, wireless carrier efforts and growing marketer

acceptance of evolving consumer behavior on the go.

How marketer are using mobile as a medium:

With over 419 million handsets in circulation today, mobile device has become omnipresent. Just

over one- third (36.7%) of all devices sold were smartphones, which continue to grow. Samsung

and Apple together accounting for 83% of smartphone sale. From news alerts, daily sports score,

to contest and games consumer rely on their mobile devices to deliver information as it happens

and exactly when they want it. Marketers are doing following activities on devices:

Mobile Marketing: Sending text message as another engagement with their users

(ex: sending the details of weekend sales, information about new product launch etc.)


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Mobile Alerts: Sending weather updates, cricket score, Hollywood gossip,

Devotional and astrology reading.

Mobile Advertising: Monetizing the advertising inventory by sending text and

putting banner ad on mobile applications & web sites etc.

Mobile feedback: Engage and take the information from users through quizzes,

contest, or voting campaigns.

Mobile Contest: Add mobile to your contest if you are running a giveaway, contest

with call to action which allows immediate entry

Mobile Content: Make games, ringtones, wallpapers, applications to download either

for profit or promotion

Mobile Customer Service: Provide valuable information via text or voice about

location of nearest store, bank account balance, money withdrawal alert etc.

Mobile IVR: Sharing the information through voice and also putting radio on

demand.


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Mobile QR Code: Allowing advertiser to embed much more information in the QR

which makes users life easy to interact with brand.

Trend of Advertising:

Gartner forecasts worldwide mobile advertising revenue will reach $20 billion by 2015. The

growth will be more pronounced in North America and Western Europe. Gartner expects North

America will represent 28% of global market by 2015 while Western Europe will account for 25

percent. Asia Pacific/Japan will remain leading market during this period. The region is expected

to account for 33.6 percent.

Mobile advertising is now recognized as an opportunity for brands, advertisers and publishers to

engage consumers in a targeted and contextual manner for improve results.

Mobile Searches:

Mobile search is already a big driver of ad spending; Google makes its money from search

advertising. Today Google gets one-third of search traffic from mobile. Many companies have

already started optimizing their mobile WAP sites to give less cluttered pages to their users. The


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exchange of discussion of information, content and media on shared communities such as

Facebook, is providing a significant driver of internet usage of on mobile devices. The break

through success of the iPhone and the resulting competition of mobile application platform are

spurring unprecedented growth in the consumer usage of mobile data services and are creating

new opportunities for media companies and advertisers to engage with consumer in highly

relevant context with new found usability. From an access stand point, the mobile channel is

evolving to look more like an internet in its openness and increasing lack of metering, although

some control (such as manufacturer’s controlled approval process for mobile applications)

remain in place, creating hope that some of the pitfalls of unconstrained internet development

might be avoided.

Enriching Customer Experience through Big Data Analytics

Video/Rich Media Banners: According to Gartner the size of the world wide mobile

video market was comprised of 429 million mobile video users in 2011, projected to

grow exponentially to 2.4 billion users by 2016. Brands have identified the opportunity

of running TVCs on mobile phone because it helps them to do better targeting and get

very robust insight as compared to the same on cable and satellite channel. Google is

getting very aggressive in promoting video advertising on YouTube. Brands are more


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comfortable in using mobile video as compared to other forms of mobile advertising.

Rich media ad units like HTML5, pre roll, rollover etc. creative are catching the fancy of

marketers and brand managers. It allows them to build interactivity and engage their

users as well.

Behavioral Targeting: Today mobile advertisers are using traditional ways of targeting

the audience on mobile phone device, demographic, gender. In coming years brands

would be able to do behavioral targeting as well, which includes location of the person,

retargeting, anti-retargeting, ad personalization etc. Flytxt has already developed a mobile

advertising platform Qreda which allows brands to do such kind of targeting, they are

already doing a pilot of the platform in various markets.

Better Interactivity: Currently most of the ad units are either banners or simple text ads

in mobile advertising, they are clickable but interactivity is very less. Rich media ads are

not used very widely because of some technological reasons like lower number of

supportive devices, cost etc. There are very few brands which use options like


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Augmented Realty to engage their users. McDonald has launched Mc-Flurry in India on

Augmented platform which was well appreciated by the users and marketers as well.

Tech companies are working on the platform and soon world would get better options to

interact with consumers.

Mobile Applications: Over the last couple of years developers has started to make

money from the mobile applications market. Introduction of iPhone and iPad has given

boost to mobile application industry. We are seeing new applications popping up every

day from various apps stores. A mobile application market is estimated to be worth

$29.5B by 2013 (according to Gartner Report). The demand for Mobile applications

drove the handset market to support open OS in handsets so that developers can develop

the applications easily.

App stores: are a sales channel for a broad range of digital deliverables. Some app stores

distribute digital content and applications. The Apple store includes a mobile-commerce

infrastructure to sell deliverables inside applications, and Nokia’s Ovi store sells a range

of digital deliverables. App stores can, therefore, be used as a sales channel for digital

products such as e-books.

Social Networking: Social networking is one the fastest growing activities among

mobile users domestically and worldwide. Around 26% of social networking users are

accessing social network through their mobile. Smart phones and flat tariff are

contributing significantly in growth of social networking usage through mobile. In couple

of years’ time functionality like personal cloud will evolve which will be personal data

that surrounds us wherever we go.


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3.2 Types of mobile ads

In some markets, this type of advertising is most commonly seen as a Mobile Web Banner (top

of page) or Mobile Web Poster (bottom of page banner), while in others, it is dominated by SMS

advertising (which has been estimated at over 90% of mobile marketing revenue worldwide).

Other forms include MMS advertising, advertising within mobile games and mobile videos,

during mobile TV receipt, full-screen interstitials, which appear while a requested item of mobile

content or mobile web page is loading up, and audio advertisements that can take the form of a

jingle before a voicemail recording, or an audio recording played while interacting with a

telephone-based service such as movie ticketing or directory assistance.


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The MMA (Mobile Marketing Association) and the IAB (Interactive Advertising Bureau) has

published mobile advertising guidelines but it is difficult to keep such guidelines current in such

a fast-developing area. The fifth version of mobile advertising guidelines composed by the MMA

includes the following types of mobile ad units:

Mobile Web Advertising Units:

Mobile Web banner Ad;

Rich Media Mobile Ad (RMMA);

WAP 1.0 Banner Ad;

Text Tagline Ad.


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SMS Advertising Units:

Initial SMS Ad (Appended) – contains the primary, non-advertising portion of the

message, and is typically 20-60 characters long;

Complete SMS Ad (Full Message) – has a length of up to 160 characters and is typically

delivered as a reply to an Initial SMS Ad or “Text (keyword) to (short code)” call-to-

action.

MMS Advertising Units:

MMS Short Text Ad – is typically appended to the content (or body) portion and contains

the primary, non-advertising content of the MMS slide;

MMS Long Text Ad – fills all of an MMS slide and can contain a clickable link;

MMS Banner Ad – a color graphics ad unit displayed at the top or bottom of an MMS;

MMS Rectangle Ad – a color graphics ad unit that fills all of an MMS slide;

MMS Audio Ad – an audio clip that is played while an MMS Rectangle Ad or an MMS

Full Ad is displayed.

In-App Display Advertising Units:

Mobile Application Banner Ad;

Mobile Application Interstitial Ad;

Rich Media Mobile Ad (RMMA);


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3.3: Case Study: Mobile Advertising (India)

Lead Generation for a Heavy Machinery Brand Using Targeted

Mobile Advertising

Achieves 75% reach to target audience and 25X ROI per lead

Client and Business Challenge

One of the leading global brands in heavy machineries and equipment wanted to create a distinct

imagery in India, and encourage its potential customers to engage with the brand. The brand also

wanted to specifically identify hand risers and engage with them directly to enhance sales. It was

difficult for the brand to do this in highly scattered Indian rural and urban markets through

traditional communication channels. Hence, the brand was looking for ways and means to reach

the exact target audience and generate interest and leads quickly.

Solution

To establish this objective, the brand approached one of the leading media communication

groups in India. This group conceptualized the campaign and partnered with Flytxt to execute the

campaign on mADmart, their operator anchored Mobile Advertising marketplace. Madmart had

access to the urban and rural subscriber base of one of the leading Communication Service

Providers in India, which ensured desired reach in the targeted regions for the brand. The brand

wanted to reach out to those subscribers who would possibly have requirement for heavy

machineries, specifically small business owners and affluent farmers. MADmart mapped a

specific combination of factors for segmenting the entire subscriber base of their operator

partner, so as to arrive at the right target base. Subscribers in the target group were initially sent

an attractive message to gauge their interest along with a call to action. In order to ensure high


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subscriber privacy and choice, only those subscribers who expressed their interest through

miscalling to a number were followed up in further steps for sales.

Analysis and Insights

QREDA, which is the technology backbone of mADmart, segmented their Operator partner’s

subscriber base in the desired location based on a combination factors using exploratory and

heuristic analytics. Affluence, occupation and business interest of subscribers were analyzed by

using data like demographic profiles, ARPU, handset models and spending on data services to

filter out the right target base for running the campaign.

Marketing Program Construct

The campaign was executed through SMS channel as it was the most popular channel of

communication among the target subscriber base. As a first step, promotional SMS was sent to

all subscribers in the target segment, asking them to miscall to a number, if they are interested in

a heavy machinery offer. Messages were sent in both English and local language (Hindi) to

ensure seamless and effective communication of the message. Customer care call center of the

brand followed up with the subscribers who expressed interest through miscalling to the number

Business Impact

The campaign enabled precise targeting, subscriber privacy and high ROI.

Summary of the case study

Objective: Improve brand awareness and generate sales leads for a heavy

machinery brand


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Solution: Precisely segmented mobile advertising campaign with direct sales follow

up

Data Analyzed: Usage patterns, handset data, demographic profiles, and location

data

Analytics: Exploratory and heuristic analytics based micro segmentation

Impact: 75% reach to the target segment for each communication 25X ROI for each

lead generated

3.3: Case Study: Mobile Advertising (Bangladesh)

Global handset manufacturer leveraged mADmart Mobile Ad Marketplace to

promote new models

Targeted mobile ad campaign leveraging profile, usage and

Location data generated 500K unique reach in 2 weeks

Challenge


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The client, a global mobile handset manufacturer, wanted to counter local competition and

consolidate their position in Bangladesh market by launching new series of Android and

Windows smartphones. A quick buzz around this launch, leading to more footfall and sales

before the competition could react to it, was essential for them to move towards this goal.

Preliminary research revealed that students and young professionals in urban and semi-urban

locations, who are smartphone users and social media savvy were the obvious segment to target.

Hence a Pre-launch campaign was planned targeting this niche segment, however, they had little

time to plan and execute the campaign.

Media Strategy

Mobile media was chosen to drive this campaign as it ensured more reach in less time and direct

engagement with targeted consumer. The client chose mADmart, Flytxt’s mobile ad

marketplace, with the following advantages Unique ad network connecting brands to mobile

subscribers directly Reach to more than 40% of the Bangladesh smart phone population through

two leading local Communication Service Providers (CSPs) Powered by cutting-edge analytics

driven technology platform QREDA, allowing precise targeting, reducing media wastage and

ensuring superior ROI Multi-channel capability to increase the opportunity to gain subscriber

attention With mADmart, the client was able to reach precisely targeted 500,000 consumers in

under 2 weeks’ time.

Campaign Planning and Execution

The client launched a targeted multi-channel mobile advertising campaign leveraging Madmart’s

analytics driven segmentation capabilities.


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Campaign Construct

The marketing offer was communicated through multiple channels including SMS, OBD (an

automotive term referring to a vehicle's self-diagnostic and reporting capability) and USSD. This

was important as OBD was still a preferred channel in semi urban areas and USSD was popular

in certain young urban clusters. Campaign also made sure that responses were tracked and repeat

messages were sent through a different channel to those subscribers who didn’t respond to the

first message. As part of the marketing program, targeted subscribers were eligible for availing

discounts on purchase of promoted new models from company’s retail outlets.

Analytics-driven Segmentation

Madmart enabled the client to do precise targeting by leveraging operator data:

Demographic and behavioral data available with mADmart of consumers like age group, data

use, social media usage, handset preference, handset life span, etc. was analyzed to identify the

right segment Location analytics from mADmart to further pinpoint the reach to subscribers

staying or travelling frequently in the vicinity of retail stores Heuristic analysis on past

behavioral data helped to identify the best time to send the campaign; based on when the targeted

subscriber is most likely to be in proximity of client’s retail store and when he has positively

responded to similar offers in the past Preferred channels were identified for each subscriber in

the order of priority to send repeat messages


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Multi-channel Campaign using SMS, OBD and USSD

Business Impact

Win a discount on

purchase!! Get scratch

card to win phone or up

to tk. 2500 discount.

Visit nearest store.

To stop AD: Call 989

OK

The campaign reached 500,000 targeted consumer with 0% wastage

over a period of 2 weeks, ensuring word of mouth effect for 3-4 weeks

Footfall to the client retail outlets increased by 10% over the

campaign duration


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MADmart is a full service mobile ad marketplace powered by Flytxt’s patent pending

technology with a vision to enable mobile operators monetize consumer insights and direct touch

points. MADmart enables Advertisers to reach out to targeted consumers, run sophisticated ad

campaigns and engage them with exclusive offers and highly relevant content. The capability to

advertise across multiple channels, provide unprecedented consumer reach and ability to run

impactful campaigns uniquely distinguishes mADmart in the mobile advertising industry.

Flytxt’s proprietary technology is also designed with a high focus on protecting Operator’s data

and ensuring highest subscriber privacy.


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Part-4: Findings and

Analysis

Gone are the days when mobile advertising meant sending blanket messages

to a wide subscriber base. With advanced mobile consumer analytics, mobile

advertising is fast emerging as an important component of digital

advertising, with a high return on investment. What makes mobile channel

very attractive is its reach as well as precise targeting and impact

measurement capabilities. This section describes


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Performance & Achievements of Madmart

(flytxt) at a Glance

Customers And Partners

Operations of Madmart

Factors To Drive Mobile Advertising In

2015-16


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4.1 Performance & Achievements of Madmart

(flytxt) at a Glance

500+ Million Subscribers

50+ CSPs across 32 countries

100+ Million Products sold

750K+ Segments served

$100+ Million Incremental Revenue Generated

1 Billion+ recommendations Served

$5.7 Million incremental revenue/ month

Data subscription up by 10% / month

>300% ROI on mobile Ad campaign

Mobile money subscribers doubled/ Quarter

Churn reduced by 25%


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Madmart Operator Partnership

4

MARKETERS

Operator

Business Operations & Services

Business Operations

Sales Back Office System Operations

C onsume

r


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Mobile Share in Bangladesh:

Mobile penetration of 69.4%

82% growth in Smartphone penetration from last year taking the percentage to approx.

9%

38 Million Mobile Internet users (2014)

I. Robi Share in Bangladesh:

3rd operator in Bangladesh with 20.72% Market share

With operators Bangla link and Robi Madmart can reach approx. 49% of the Mobile Subscribers


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25Mn+ Subscribers

II. BL Share in Bangladesh:

2nd largest operator in Bangladesh with 29% market share

30Mn+ subscribers

RoI (Return on Investment) for Advertiser

RoI

Consumer

Insights

Potential

for Interacting

Reach


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4.2 Customers and Partners

Customers and partners in Madmart ecosystem

http://www.banglalink.com.bd/en/

http://www.robi.com.bd/

http://www.ideacellular.com/

http://www.samsung.com/

http://www.pg.com/

http://www.maricobd.com/

http://www.persona.com.bd/

http://www.watchmaniss.com/

http://smcitycenter.com/

http://www.okapia-mobile.com/

http://www.flipkart.com/

http://www.caterpillar.com/


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4.3 Operations of Madmart

Operation (Part1)

with advertiser through sale

http://www.lodhagroup.com/home.php


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Sales Function

Product peach

Client visit

Follow up/Conversion

Work order collection

Payment (Invoice submission

payment receive)

Revisit

Business Operation

Work order/Release order

(Incitation order)

Receive/Check

Ad requirement check

Masking > SMS (11

character)

Channel to be used

Creative> Receive/

Preparation

Campaign execution

Reporting a delivery report

• Invoice

generation


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Operation (part2)

With operator through TSD & Account manager

Campaign preparation (Data &

channel readiness)

Campaign information & reporting

Payment processing through finance

Payment submission to operator

Payment receive from operator


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4.4 Few Factors to Drive Mobile Advertising in

2015-16

The smartphone penetration worldwide is set to reach close to 2.5 billion in 2015 according to

various industry estimates. Everything from work, social interactions, shopping, entertainment

and recreation, health monitoring, and fitness tracking to controlling other smart devices – all are

getting shrunk into this ubiquitous hand-held device called the mobile phone. It is no surprise

that advertising dollars are following customers where they spend most of their time. The mobile

advertising spend is witnessing 100% growth year on year. The year 2015 will see mobile

advertising having an increasingly prominent role in the marketing mix, with its industry

practices getting widely accepted, proven and matured. Let us have a look at the mobile

advertising trends that will define the year 2015.

Mobile Advertising gets increasingly data-driven

That data makes advertising more effective and output driven is old wisdom now. However, with

new devices and sources of content consumption emerging from every corner and with the ever

changing nature of the advertising landscape, identifying and combining different sources of data

– be it cross-device, cross-channel, cross platform – will become imperative for better

identification of the exact audience. It was seen in 2014 how brands felt the need to move to

more targeted promotions from mere likes and fans in social media, similarly, they will also start


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demanding the same targeted engagements for other forms of digital advertising. Data

Management Platforms (DMPs) will assume more importance as we move to a more data-driven

advertising and only those with larger reach and deeper insights will be able to thrive. Telecom

operators will emerge as the new Data Management Platform in 2015. As most advertising

ecosystem players are adopting big data technology to perform smarter analytics on ever

increasing volume of data in social and mobile space, this investment will start showing results

in 2015.

RoI becomes more attainable and sought-after

With the advent of programmatic buying, digital advertising is becoming much faster and

efficient. With programmatic buying, brands can reach the right audience across multiple

channels, in the right context at the right time and at the right price. As more and more brands

adopt programmatic buying, human intervention in buying and selling of ads will decline. As a

result, a lot of smaller ad networks will either get consolidated with bigger ones or will simply

face extinction. The data available to marketers through programmatic buying allows much

better RoI visibility and measurement capabilities. In programmatic buying, the automated

algorithm ensures that inventory is bought and sold at the best available price. This will

eventually make smaller and niche ad networks irrelevant due to their limited capabilities in

reach, targeting and optimized pricing. On the other hand, niche publishers with in-demand

audience will be the biggest beneficiary of programmatic buying.

Engagement becomes truly Multi-channel

Mobile users have the power of choice and they are becoming increasingly discerning in what

content they consume. As people spend more and more time on their mobiles, knowing where

people spend most of their time on mobile, what content they consume and how they consume,

what are the channels they prefer- all go a long way in ensuring what kind of advertisements will

be most effective way of reaching out to them. Mobile ads too will need to get smarter, provide

additional value and a richer experience rather than just inform. New tools like m-couponing will


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get more popular with brands trying to build loyalty among their customers and achieve greater

responsiveness. Multi-channel ads will significantly rise, as no one channel will hold all users.

Native ads will become default for reaching the premium segment. Rich media ads, videos,

augmented reality, touch based ads will all gain traction as brands try to outflank each other in

gaining the mobile users attention using the precise reach.

Contextual Advertising will rule

As insights get closer to population scale, hyper location ads will be able to target mobile users at

right context and geo-special ads will become a common currency. This will see increased

participation of local brands, who will now be able to reap the benefits of big data technology

too. With Mobile Operators making a foray as DMPs, contextual insights will be even more

precise, resulting in greater responsiveness of mobile ads. The growth in mobile video ads will

be the fastest ever this year as users spend more time with their mobiles. With the launch of

Amazon Echo and Siri enhancements, in-app voice ads could be biggest hype in 2015.


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Part-5: Conclusion


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This part highlights the summary of the result, which is found from

analysis of last two part and finding out problems regarding digital

advertising of Madmart and also identifies some measurement to

remove these problems.

Major Findings

Recommendation

Conclusion

5.1: Major Findings

Let me start stating three facts. It is interesting to see that the third fact is actually conflicting

with the first two facts.


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Fact 1: Consumers the world over have shifted to mobile. As seen in the chart below, the

global number of mobile subscriptions is set to exceed human population this year.

Fact 2: Advertisers are paid to ensure that their brands are visible in media with the

highest consumer reach and engagement potential.

Fact 3: There is a clear gap between the time spent by consumers on mobile media and

money spent by advertisers on mobile as an ad channel.

Now why this happens


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Mobile money spend has not kept pace with mobile time spent

According to Comscore, only 10% of digital commerce is happening through mobile. It is only

natural, Advertisers tend to spend their budgets where actual spends are happening.

While Mobile is being used for pre-shopping (comparing offers, researching products etc.),

actual purchases are still offline. Purchasing in mobile is still difficult aka smaller screens, typing

credit card numbers. We expect mobile to mature and fresh technologies like Apple Key Chain,

One Password, and Amazon Payments etc. will improve the consumer experience there by

increasing the volume of commercial transactions and money movement on mobile.

But as can be seen from the below chart, the long term trends are very clear.

http://www.comscore.com/Insights/Press_Releases/2013/8/comScore_Announces_Availability_of_US_Mobile_Commerce_Sales_Estimates


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Fragmentation in Mobile Advertising Ecosystem

The Mobile space is changing very fast. The rate of smartphone adoption changed dramatically

with the introduction of the iPhone in 2007. This has introduced phenomenal change in the entire

ecosystem.

Anyone entering the mobile space will have considerable investment and effort in covering the

entire gamut of devices and vendors. This is natural in early stages of industry maturity and

consolidation of vendors is inevitable in mobile space.

Even the desktop space went through similar adoption cycles. Early adopters like Amazon,

Google, Microsoft, Apple etc. have established cash cows that can feed future innovation cycles.

Mobile will have a similar cycle. The question is who will be the leaders in mobile and who will

be the followers.

But this fragmentation and the pace of change means, means the adopters of this change – the

advertisers – will have higher friction or more problems in adopting the technology. Moreover

advertising is a creative industry and technology focused people don’t hold significant sway.

Since mobile is moving fast technically the need for technology expertise at the top becomes

paramount.


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Inertia in Advertising Industry

Moreover, Advertising is a $500bn dollar global industry, employing hundreds of thousands of

people. Any change in this vast industry will be slower and will have to be proven to each and

every company over and over so that spends can shift significantly.

So the mind share and consequently the budget shift to mobile is significant for established

agencies, as they need new metrics to measure beyond CTR; advertisers and agencies should be

able to actually elucidate if the campaign was successful or failure. It requires common currency

of measurement and targeting across channels. These metrics will come into being once volumes

pickup but for volumes to pick up, we need more spend towards mobile from the industry!

Trail Blazers need to be Explorers

As seen earlier, mobile is inexorable. Everyone these days understands that it is only a matter of

time. So what can industry players do?

Brands should commit to go where customers are. They would need completely new workflows

and so the existing expertise like media buying for TV has to change. Today’s trail blazers are

tomorrow’s leaders. They should get out of their comfort zone.

They should commit for a fixed budget to mobile and invest aggressively in learning and

experimentation. If they don’t they are missing the learning that their competitors are getting.

Trail Blazers need to be Explorers and not mere desk jockeys.


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Moreover, the industry participants also have a few misconceptions like Mobile advertising is

only about Mobile Apps & Banners on Smartphones or Mobile does not offer the reach of a

Premium league game or a super bowl spot. Choosing the right mobile advertising partner with

reach, precision targeting and multi-channel capabilities, will help in busting these myths and the

advertisers can fully leverage the potential of the ubiquitous mobile medium.

5.2 Recommendations

As per earnest observation some suggestions for the improvement of the situation are given

below:

Regulatory pressure will continue and intensify even further. Such as precautionary and

restrictive measures in the name of security, anti-monopoly and consumer privacy.

Madmart should put real care in this sector to cope up with this situation.

Data-privacy and net-neutrality debates will intensify even further. So Madmart needs to

ensure Telco’s trust on them more strongly.

New entrants, especially the Chinese manufacturers, will gain ground, quickly as more

and more handset manufacturer’s look to cross-over the traditional borders, the game of

thrones will witness more challengers and new kings. So it’s going to bring some new

changes in Madmart’s system too.


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Wi-Fi and standardization adoption will lead the way by the Increasing demand from

customers on consistent experience anytime, anywhere is intensifying the burden on

licensed spectrum bandwidth. Madmart needs to use this opportunity on their own

benefit.

Big Data platform should allow agility, fast time to decisions and an increased

productivity for Decision Scientists, and to achieve that big Data Platforms have to

evolve into self-service tools.

Telco will take the leadership in driving transparency and managing customer

expectations on multiple fronts such as privacy, convenience, and personalization,

simultaneously. That’s why Madmart should build more firm and trustworthy relation

with them.

A vast majority of mobile users who are either on feature phones or those who do not

necessarily access mobile web and apps. Hence it is quite obvious that brands are missing

a larger section of their target segments when it comes to mobile video ads. So sales team

needs more experienced, knowledgeable and dedicated officers to cover up such factors.

Multimedia messaging has risen like a phoenix in its new incarnation – RCM. If this

channel is properly exploited, it has the caliber to reshape the landscape of mobile

advertising by making it more personal, creative, and interactive than ever before.

Madmart should try hard to make CSP see this opportunity and make a best use of it for

the sake of both.

5.3 Conclusion


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As mobile advertising continues to outpace its other counterparts in digital advertising landscape,

mobile video ad, in particular, is experiencing a phenomenal growth. There are many factors that

are working in its favor, like its powerful story telling capability and its potential to go viral

when the content is engaging. The difference between a desktop and a smartphone is that the

latter is typically attached to the consumer’s hand, essentially allowing for an endless flow of

information. Insert mobile advertising, which according to recent market trends, is quickly

becoming an integral factor of digital media and marketing. In a world that is growing more

dependent on smart phones every day, it is essential that we adjust our approach to digital

marketing accordingly. Recent studies show that around 51% of the US population use mobile

devices, while only about 42% still actively use desktops. There are now billions of users on

mobile, whereas desktop users are measured in hundreds of millions. However the telecom

industry will continue to face some real challenges of eroding revenues, increasing traffic, and

higher costs. 2016 promises to bring some new factors in the market dynamics to enable Telco’s

to deal with these challenges and equip them with advanced solutions, frameworks and

methodologies to embrace new opportunities in the fast-emerging connected digital world.

Unless we all suddenly give up our relentless and vast consumption information on our smart

devices which is not likely happening—then mobile certainly is the future of media and

marketing, or at least the central component. So, I can at least assume that Madmart is going to

flourish and latter present us some good deal of a success stories.


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Final Part- Reference

This is the final part of the report. It describes

References


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References:


http://www.mad-mart.com/blog/

http://flytxt.com/blog/

http://www.mad-mart.com/about-us/

http://flytxt.com/internal-monetization/neon/

http://flytxt.com/internal-monetization/applications/insight-api/


http://www.mad-mart.com/blog/

http://flytxt.com/blog/

http://www.mad-mart.com/about-us/

http://flytxt.com/internal-monetization/neon/

http://flytxt.com/internal-monetization/applications/insight-api/

Main-part rep (1)

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