rozee.pk - marketing association of pakistan
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Presentation delivered by Monis Rahman on Digital Marketing at the Marketing Association of Pakistan at Avari in Lahore on Oct. 21, 2009TRANSCRIPT
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
October 21, 2009
Online Advertising: The Pakistan Opportunity
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ROZEE.PK is a division of Naseeb Online Services (Pvt) Limited
Wholly owned subsidiary of Naseeb Networks, Inc. USA
Management has over 100 years of combined Internet experience
AOL, eBay, Paypal, Excite, Google, Intel, Cisco
Backed by two top Silicon Valley Venture Capital Funds Draper Fisher Jurvetson (DFJ) & ePlanet Ventures Created Internet successes including Hotmail, Skype, Baidu
$20 Billion USD under management
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About Us
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Pakistan’s Advertising Market
ROZEE.PK67%
DAWN33%2000-01 2001-2 2002-3 2003-4 2004-5 2005-6 2006-7 2007-08
Radio
Outdoor
Dir/Mkt/POP
Television
6.5B7.3B 8.1B
9B
12B
15B
22B
25BPKR
(48%)
(32%)
(11%)
(7%)
(2%)
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Internet: Pakistan’s Best Kept Secret?
#3
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Pakistan is world’s #3 fastest growing online population
Online ad spend is doubling every year Still only 1% of total market spend vs. 8% globally Huge growth potential
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Where is online advertising?
ROZEE.PK67%
DAWN33%
ROZEE.PK67%
DAWN33%
0
50000000
100000000
150000000
200000000
250000000
300000000
350000000
2004 2005 2006 2007 2008
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4.2 Million Distinct Visitors 95% From within Pakistan
80 Million Page Views 1,000,000 Registered Professionals
20,000 Employers/Companies
5,200,000 Job Applications Processed
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ROZEE.PK For Advertisers
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Case Study: Engro Foods
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Job ad in Dawn Career Classifieds (Sunday, Oct. 26 2008)
Half Page, Full Color, Back Page (Rs. 850,000 – one day)
Listed same jobs on ROZEE.PK (Rs. 15,000 – 15 days)
ROZEE.PK 4,200 CVs vs. Dawn 2,000 CVs 145 hires through ROZEE.PK in 2008
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Case Study: Engro Foods
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
ROZEE.PK
DAWN
Cost Per CV
Rs. 411DAWNRs. 4ROZEE.PK
100X Cost Savings Online
ROZEE.PK67%
DAWN33%
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Case Study: Engro Foods
ROZEE.PK67%
DAWN33%
"We were delighted with the quality of candidates we were able to hire through our partnership with ROZEE.PK.
EFL is a rapidly growing company and our people are our most important asset. Our online hiring experience
has yielded an excellent return on investment compared to conventional methods."
Shafaq OmarGeneral Manager Human Resources
Engro Foods Limited
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Online Ads – Nuts & Bolts
CPM
CPC
CPA
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Online Ads – Nuts & Bolts
CPM
CPC
CPA
Impressions
Clicks
Actions
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Online Ads – Nuts & Bolts
CPM
CPC
CPA
Impressions
Clicks
Actions
Branding
Awareness
Results
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Online Ads – Nuts & Bolts
CPM
CPC
CPA
Impressions
Clicks
Actions
1,000
5 (CTR 0.5%)
0.75 (ACR 15%)
Rs. 1,000 (Rs. 1 / Imp.)
Rs. 200
Rs. 1,300
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CPM
CPC
CPA
Impressions
Clicks
Actions
1,000
20 (CTR 0.5%)
3 (ACR 15%)Rs. 500
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CExample – Pay Me Rs. 500 For Each New Customer
CPM
CPC
CPA
Impressions
Clicks
Actions
1,300
6.5 (CTR 0.5%)
1 (ACR 15%)Rs. 500
Rs. 60
Rs. 385 < Rs. 1,000
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Concluding Thought
ROZEE.PK67%
DAWN33%
“I know that 50% of my advertising budget is wasted.
But I don’t know which half!"
Welcome to the Internet