MMA Forum Vietnam, Mobile penetration ppt by inMobi

1. The World’s Largest Independent Mobile Ad Network
MOBILE STRATEGY & PLANNING FOR BRANDS
phalgun.raju@inmobi.com

2. INMOBI: MOBILE INNOVATION PARTNER TO AGENCIES & BRANDS
REACH ~700M USERS GLOBAL MOBILE INTERNET USERS
9 MILLION IN VIETNAM

3. InMobi: Partnering with Agencies across the entire
ecosystem
Media Buying
Desks
Agencies
A
D
V
E
R
T
I
S
E
R
S
DSPs
Ad
Exchanges
Ad Networks
Sharing
Data/ Social
Tools
SSP
Studio
Rich Media
M3
Studio
Creative
Optimization
Studio
Optimization
InMobiCBP
(Conversionbased
pricing), BOLT
Retargeting/Location based
DMPs & Data
Aggregators
Agency Ad
Servers
Studio
Server
Creative Platform
(InMobi Studio, Ad Console)
Ad
Tracker
InMobi LTV
Platform
Targeting & Data Platform
(User platform, Retargeting, Geo,
Contextual, Audience)
Publisher
Tools
InMobiLTV Platform
InMobi App Publish
User
Data Platform
Retargeting, Geo, Audience
& Contextual targeting
Measurement
& Analytics
Verification
App Dev Platform
Data
Suppliers
App Discovery
Pub Ad Servers
App Galleries
M3
Ad Ops / Infrastructure
Tracking & Optimization Platform
D
E
V
E
L
O
P
E
R
S
Developer Platform
(InMobi Ad Tracker, LTV Platform, CBP, BOLT) (App Publish, App Galleries, M3)

4. INMOBI: LOCAL JAPAC TEAMS, DEEPEST USER REACH, ADVANCED TECHNOLOG
In-House & Award winning
Mobile Creatives FREE*
45 M Consumers in
APAC/80 M SEA
obile Analytics,
IQ
Report & Research
The Leading Mobile
Creative Platform
World’s Largest
Independent
Mobile Ad Platform
Universal Analytics
& Research
Solutions
6,000 apps & sites & Mediation Platform

5. INMOBI RESEARCH: VIETNAM USERS SPEND 95 MIN/DAY ON MOBILE
For mobile web users in Vietnam, mobile usage has surpassed
TV, traditional online and news/magazines in terms of time spent
Yesterday, how much time did you spend on the following activities?
Minutes
Spent
9%
13%
35%
4.5 Hrs
18%
Using Mobile (excluding
SMS/Calls)
Watching TV
Online via desktop/laptop
Reading Newspapers/Magazines
25%
Listening to Radio
%
of Time
95
35%
68
25%
47
18%
34
13%
25
9%
73% of mobile users are as or more comfortable with mobile
advertising vs. TV or online advertising
Source: Decision Fuel and InMobi research; sample n = 1,183

6. 70% OF VIETNAMESE SEE MOBILE AS MAIN OR EXCLUSIVE WAY TO GET ONLINE
How do you typically go online/surf the web?
Only via mobile phone
25%
Mostly via mobile phone
45%
Evenly split between mobile
and desktop/laptop
Mostly via a desktop/laptop
0%
25%
5%
10% 20%
Source: Decision Fuel and InMobi research; sample n = 1,183
30% 40% 50%
70%
Mobile 1st

7. WHERE DO USERS IN VIETNAM CONSUME MOBILE CONTENT?
Mobile is becoming an important companion, particularly for the in
between times
Where do you use mobile for activities like surfing the web?
Lying in bed
70%
Waiting for something
55%
While watching TV
17%
Commuting
16%
Spending time with family
11%
In a meeting or the classroom
10%
Shopping
9%
In the bathroom
6%
At a social event
4%
0%
10% 20%
30% 40%
50% 60%
Source: Decision Fuel and InMobi research; sample n = 1,183
70% 80%

8. WHAT CONTENT ARE THEY CONSUMING?
Entertainment and Social Media are dominant activity, followed b
games and e-mail
Yesterday, how much time did you spend on your mobile doing the following:
19%
23%
Entertainment
(Music, Videos, et
c.)
Social Media
(e.g.
E-mail
Play
Games
Facebook, Twitter,
etc.)
14%
15%
16%
General Info
(Search, Sports,
News, etc.)
6%
Local
Search
Shopping
Source: Decision Fuel and InMobi research; sample n = 1,183
7%

9. MOBILE HAS HIGHEST INFLUENCE ON PURCHASE DECISIONS
Mobile is most impactful at influencing purchase
decisions, followed by TV
Which two forms of media most impact your purchasing decisions?
0%
10%
20%
30%
40%
50%
60%
5%
6%
2%
17%
11%
31%
22%
3
42%
53%
39%
49%
58%
Source: Decision Fuel and InMobi research; sample n = 1,062

10. 74% VIETNAM CONSUMERS SAID MOBILE ADVERTISING INFLUENCED PURCHASE
Has mobile advertising ever:
Awareness
Favorable opinion
Consideration
Shopping
Sale
Source: Decision Fuel and InMobi research, sample n = 1,183
Introduced you to something new (35%)
Provided you with better options (39%)
Helped you find something nearby (22%)
Caused you to reconsider a product
(14%)
Influenced your in-store purchase (6%)
Influenced you to buy via your mobile (7%)

11. How well do you feel you understand mobile
advertising on a scale from 1 to 10?
How are well
Agencies reacting to
audiences moving to
mobile?
24%
42%
48%
50%
50%
Top 5
box
%
2%
10 Expert
9
8%
16%
8
25%
26%
7
What single thing would the mobile advertising industry need
to do in order for you to increase your spend on mobile?
22%
6
17%
18%
16%
20%
5
18%
14%
22%
13%
12%
4%
7%
4%
12%
4
12%
3
14%
12%
11%
2
8%
0
8%
2%
2012
2008
2009
2010
2011
results results results results results
5%
3%
1 No
understandin
g
Source: IAB Snapshot Research
Base: 2008 (115) ; 2009 (106) ; 2010 (160); 2011 (406); 2012 (353)

12. How it is today
Planning shouldn’t be in silos - Mobile is the
connecting glue across all media
Out of
Home
Print
Mobile
TV
Radio
PC/laptop

13. MOBILE PERFORMANCE VS OTHER MEDIA
Reach
Targeting
100
90
Mobile
Internet
50
TV
50
Print
Outdoor
20
20
10
10
10
40
10
80
40
90
10
Transaction
80
80
30
60
Viral
70
50
40
Radio
Engagement
60
20
10
10
0
Source: Mary Meeker, Chetan Sharma, January 2011
Efficacy of Mobile Ads vs. Other Media

14. MOBILE ADVERTISING TIMELINE
Simple Rich
Media Ads
Immersive
First Mobile
Banner Ad
Tablet
Ads
Introduced
Rich Media
Experiences
Touch & Gestures
1ST TEXT
AD SMS
Mobile Inline
Introduced
Video
Proprietary

15. Design Your Audience: Combine attributes within each targeting
capability
Telco/Device
Telco
Model
Manuf.
OS
Geo Targeting
Country
City
Zip
Geo Fencing
Demographic*
Gender
Education
Language
Ethnicity
INCOME
Content*
Auto
Finance
Music
Weather
News
Moms
Games
Behavioral*
Shoppers
Movie Buffs
Travelers
Context*
Home
Office
Holiday Weekend
Retargeting
Clickers
App Owners
Site Visitors
*Not an exhaustive list of attributes under
each targeting capability

16. VIETNAM AUDIENCE IS ON GLOBAL, REGIONAL AND LOCAL CONTENT

17. Advertiser challenge: going beyond CTR - Benefit from
best-in-class technologies that measure the success of
interactions and conversions

18. APP DOWNLOAD & LEAD GEN WITH INMOBI AD TRACKER
Download
Lead Gen
Click to Call

19. INMOBI AD TRACKER CASE - VODAFONE MOBILE WEB LEADS
Objective: Leads for Vodafone Free Sims
CPL dropped 3X after InMobi IAT
& Optimization was Implemented
Optimal mobile form fills =
5, Weight = 40Kb

20. INMOBI RESEARCH: Retail Call to Actions
Most popular call-to-actions on retail mobile ad campaigns
Store Locator
45%
Product Info
40%
mCommerce
36%
Sales/Promo
25%
Social
25%
App Download
20%
InMobi Internal Data

21. EXTEND TVC TO MOBILE VIDEO
PRE-ROLL
INTERACTIVE PREv
ROLL
v
1
STANDARD/ENHANC
ED BANNER
2
CLICK TO RICH
MEDIA OR PLAYER
3
NTERSTITIAL
VIDEO Iv

22. Promote Coupons / Promotions Example
Drive consumers in-store by
featuring a coupon or promotion
31% of consumers would like to
see coupons to make more use of
mobile ads
Creative Options:
Manufacturer coupons
Retailer specific coupons
QR code integration

23. INMOBI SHOWCASE VIETNAM: CLOSE UP VALENTINE PROMOTION

24. INMOBI SHOWCASE VIETNAM: CLOSE UP VALENTINE WAP SITE

25. INMOBI SHOWCASE VIETNAM: SUNSILK ARLEQUIN

26. EXTENDING TV: INMOBI SHOWCASE: EXPERIENCE THE PRODUCT
DOVE
HAIR SOLUTION
WATCH VIDEO
Brand Awareness
APAC REGIONAL WINNER
BRONZE GLOBAL WINNER
2012
Video Play
Coupon
Lead Gen Click to Share
Link to Site
Game

27. INMOBI SHOWCASE: HANDSET - ADVERGAMING/PRODUCT
EDUCATION
SAMSUNG Galaxy S3
IN-APP ADVERTISING
APAC REGIONAL WINNER
2012
Link to Site
Game
Proprietary & Confidential

28. INMOBI & LEVI’S: ADVISE THE CONSUMER
Users are driven to
find the right Levi’s Fit
Customize fit through
body type questions
The ideal Levi’s Fit is
identified!

29. Personalization: InMobi MAC “Share or Buy this Look”

30. Titan launches its new watch collection in India on InMobi’s
mobile ad network
Client
Titan Industries
Objective
Promote Titan’s latest watch
collection
Ta r get
SEC A males and females in the
24-40 age group
Solution
Click-to-rich media ad unit
Pla tform
iPhone, Android and Nokia N
and E Series
Results
1 minute and 23 seconds average
engagement

31. INMOBI SHOWCASE: LUXURY - VIP EVENT INVITATION
LANCOME
MIDNIGHT ROSE
Save Invite
Link to Site
Video Play Click to Share

32. INMOBI SHOWCASE: AUTOMOBILE - LEAD GEN & BRANDING
NISSAN X-TRAIL
Store Locator Lead Gen Click to Share
Coupon
Link to Site

33. TABLETS AS PRINT: COACH SHOPPABLE CAMPAIGN
Raise awareness of the product
offering and allow users to visit
the store locator and gift guide
mobile site.
Double Digit %
mobile users took action by
shopping the new gift guide or
finding the store
Higher Conversions: Shopping, Banking, Lead Gen. 1.7X more likely to spe

34. SOCIAL PERFORMANCE & EARNED THROUGH MOBILE
DRIVE FANS/LIKES
APP INSTALLS ON FB
SHARE AD MESSAGE/
TVC/ INVITE/PROMO
SOCIAL ACTION TO
ACCESS PROMO/INFO
SHARE/TWEET/LIKE
FIRST TO:
Download Coupon
Download whitepaper
Access special promo

35. IN-AD LIVE DATA: InMobi SmartAds & IAB Rising Star
Formats
WEATHER
LOCATION
LIVE-DATA FEED

36. Reebok IPL: Track Engagement From Awareness to Purchase
Engagement Metric: Click-through of 1.75%
Engagement Metric: 50% tested both t-shirt styles,
50% tried only one T-shirt style
Engagement Metric: 84.5% users downloaded coupon
Engagement Metric: 12% users used FB share feature
>20% used shop locator
e
Engagement Metric: 3.5% of users entered store with coupon
Note: Engagement figures for “Sale” and “Shopping” purely indicative

37. Simplifying Mobile
Phalgun.Raju@inmobi.com