Mkhoj Mobile Advertising PPT on Afaqs Mobile Conversations Seminar.
Aug 17, 2014
This is the presentation mkhoj made at the afaqs conference “Mobile conversations”, this presentation talks about the future of the mobile advertising, and how the mobile market is shaping up in the Asia pacific geography, and also talks about user profile of the mobile internet or the WAP market.
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Transcript
Agenda
• mKhoj Overview
• Creativity in Mobile Advertising• In Thinking - Use power of medium• In Design - Create engaging landing pages• In Analysis - Measure beyond impressions and clicks
• Some Examples
mKhoj - Current Snapshot
• Inching towards 2 Bn impression mark with runrate of 350 mn MoM.
• Besides India, active in APAC & Africa.
• Have executed 100+ mobile campaign.
• Most experienced mobile WAP advertising team.
Creativity in Thinking
Think for the medium
Know the Customer
No. of Users using WAP
67%
33%Top 20 citiesRest of all
Source: mKhoj Internal Survey
What are they browsing?
Source: mKhoj Internal Survey
Generate first level responses
Generate interest and create engagement
Create a mechanism for referral
Keep in touch
Creative Thinking - Define the campaign objective?
Broadcast the message
Did you know that Mobile allows you to use various tools
Click-to-Call Call the call center
Click-to-Video Watch the video on your phone
Click-to-Participate Contest to win goodies or generate leads
Click-to-Download Download branded/paid/unpaid mobile content
Click-to-SMS SMS yourself or your friend address or m-coupon
Creativity in Design
Design for the medium
Which handsets they are using?
Source: mKhoj Internal Survey
Mobile has unique form factor
• Screen is small - less is better then more
• Not all phone are same - use 80:20 rule
• Phone and computer are different -
• @ symbol• Long drop-downs• Field Validations
• Adapt the creative to the environment where person is viewing the ad.
Reebok Landing page example
HOMEBACK
HOME
Get a callback from Dhoni or Bipasha
Locate Nearest Reebok Store
Download Free WallpaperYour Move Story
+91-
DOWNLOAD
HOMEBACKClick on Any image to view
Creativity in Analysis
Analyse for the medium
What you cannot measure, you cannot improve• Move beyond Impressions, Clicks and CTRs -
advertiser needs more than this.
• Set expectation with clients - Yardstick of measurement
• Measure response and level of engagement - Bring objectivity into your campaigns
Track each and every interaction
10.2% 12.4% 6.2% 37.8% 15% 7%
Some Case Studies
Objective• Reach out to HNIs and Senior Management in India Inc, while
on the move• Drive registrations for the TEST Drive
Campaign CTR of 1.5% with a peak of 2.25%
4% of the visitors
registered for TEST DRIVE
Targeted only
Blackberry, HTC, Palm &
other Business Phones
Honda Accord Case Study – Automobile
Objective• Reach out to the YOUTH segment • Drive registrations for the TEST ride
Campaign CTR of 1.5%
9% of the visitors
registered for TEST ride
Targeted only High-
End Multimedia
Phones
Yamaha Case Study – Automobile
Lenovo Case Study – PC/Consumer Durable
Objective• Reach out to the YOUTH & working professional segment • Communicate the Idea-Pad 2+ offer (3-year warranty)
Lead-2-click ratio of 6%
Highest Conversation
rates as defined by Lenovo Lead
Management team
Targeted on Performance as well as
Premium Network
Reebok Case Study – Consumer Apparel Objective• Supplement launch of Reebok’s New Campaign called “YOUR MOVE”
on Mobile and engage with the TG through Contests & Reebok’s Mobile Merchandise
10% users participated in
contest
9.8% subscribed for future promo
Results450,000 users
visited WAP site14% users
located storesAverage Page-
view per visit of 3.6
Impact
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