the role of mobile in your media mix
DESCRIPTION
Binay Tiwari, Head – Marketing, Vserv.Mobi’s presentation during the iMedia Brand Summit in Goa on ‘Navigating through the fragmented media landscape’. It outlines the role of mobile in the media mix.TRANSCRIPT
![Page 1: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/1.jpg)
NAVIGATING THROUGH THE
FRAGMENTED MEDIA LANDSCAPEROLE OF MOBILE IN YOUR MEDIA MIX
Binay Tiwari, Head - Global Marketing, Vserv.mobi
![Page 2: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/2.jpg)
Reach of Mass Media in India
TelevisionCable & DTHPressRadioCinema
539MILLION
448MILLION
349MILLION
158MILLION
76MILLION
![Page 3: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/3.jpg)
Television
539MILLION
Mobile
873MILLION
Mobile Vs. Television
![Page 4: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/4.jpg)
![Page 5: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/5.jpg)
Most powerful Mass Media ever!
Radio
TV
Internet
Mobile
VIDEO
MUSIC
TEXT/IMAGE
BROADCAST
+INTERACTIVE
![Page 6: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/6.jpg)
Audience measurement100%
Truly personal 1 device per person
Always ON& Always Carried
Many “Firsts” as a Mass Media
![Page 7: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/7.jpg)
873 MILLIONMobile subscriber base
374 MILLIONInternet enabled handsets
112 MILLIONMobile Internet users
Source: TRAI | Vodafone | Industry Estimates
Mobile Internet – over 112 Mn Users
![Page 8: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/8.jpg)
CONTENTAPPS | GAMESMOBILE SITESMUSIC/ RADIOMOBILE TV
DEVICESADVANCED FEATURE PHONESMASS MARKET SMARTPHONESLOW COST TABLETS
MOBILE INTERNET USERS IN INDIA
TECHNOLOGYAFFORDABLE GPRS3G ROLL OUTWIMAX
Mobile Internet will continue to grow!
MEDIUM WILLCONTINUE TO
GROW
![Page 9: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/9.jpg)
MYTHS
![Page 10: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/10.jpg)
My audience uses only iPhone / iPad
MYTH #1
![Page 11: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/11.jpg)
FEATURE PHONES ARE CRITICAL FOR REACH!
> 80%~ 1%FEATURE PHONESiPhone + iPad
MOBILE INTERNET READY DEVICE BASE
![Page 12: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/12.jpg)
Only Smartphoneusers enjoy Apps
MYTH #2
![Page 13: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/13.jpg)
All this in a phone costing less than $50!
SURFS THE INTERNET
MUSIC ON LOUDSPEAKERS
PLAYS VIDEOS
PLAY GAMES
RUNAPPS
SOCIAL MEDIA ACCESS
All Phones are SMART!
![Page 14: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/14.jpg)
Easy to Use
Visual v/s Text
Offline / low connectivity use
Richer user experience
Higher Stickiness and Repeat Use
App Advantage
![Page 15: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/15.jpg)
13APPS100K
DOWNLOADS/DAYMILLION
75 MILLION LIKES!Facebook feature phone app page is the single most ‘liked’ page!
APPsolutely HUGE!
OTHER APP STORES
![Page 16: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/16.jpg)
MYTH #2
Mobile offers only tiny banner formats, which
users don’t notice
![Page 17: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/17.jpg)
Premium Ad Placement
EXIT AD:Featured on
exiting the App
LAUNCH AD:Featured before
App starts
![Page 18: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/18.jpg)
IMPACT GUARANTEEDMinimum 5% CTR
Full Screen!Uncluttered
![Page 19: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/19.jpg)
Mobile Internet users are the same folks already
using PC Internet
MYTH #4
![Page 20: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/20.jpg)
Mobile only Internet usage
Introducing India’smobile-only Internet generation
Mobile is the only way to access Internet 41%
Convenient when away from computer 40%
Cheaper than using a computer 39%
Easier than using a computer 32%
![Page 21: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/21.jpg)
HALF the mobile internet users NEVER / RARELYuse the internet on a computer
![Page 22: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/22.jpg)
First Internet Experience on Mobile
NEVER used the Internet on a PCActually find ads useful and a form of discovery
![Page 23: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/23.jpg)
Mobile ALREADY ahead in India
India Internet Traffic: Desktop v/s Mobile
![Page 24: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/24.jpg)
Usage patterns on MobileInternet are similar
To PC Internet
=MYTH #5
![Page 25: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/25.jpg)
Desktop Internet
InformationCommunicationEntertainment
Mobile Internet
Web Pages / Search Email / IM Streaming
Search / Reviews Email / Social Ringtone / Wallpaper
![Page 26: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/26.jpg)
DOWNLOADS BROWSINGSOCIAL/EMAIL
65% 55% 30%
Source: On Device Research, Opera Software
THE MOBILE TRIFECTA
![Page 27: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/27.jpg)
What % should mobile be in your
Media Mix?
![Page 28: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/28.jpg)
Does MOBILE make sense for YOUR BRAND?
![Page 29: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/29.jpg)
REACHURBAN+RURAL
AT SCALE
1
![Page 30: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/30.jpg)
Wireless Tele-Density in India at 72.7%
Scale to Address Urban & Rural Markets
URBAN: 159%
Rural: 35.4%
Source: TRAI, Sep 2011
![Page 31: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/31.jpg)
Need Deep Reach in Rural and Urban Markets
to influence purchase decisions in a highly competitive market
Example: DTH Providers
![Page 32: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/32.jpg)
ENGAGING THE YOUTH
2
![Page 33: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/33.jpg)
84% ARE BETWEEN 18-35
![Page 34: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/34.jpg)
Example: Youth Brands
Reach the youth on a media which they love and use through the day… and night!
![Page 35: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/35.jpg)
REACH TECH-SAVVYINFLUENCERS
3
![Page 36: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/36.jpg)
Evolved Users are doing more than just talking on mobile
Aware & ambitious
Gadget freaks
Use funky accessories
Influencers
![Page 37: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/37.jpg)
Reach users excited about consumer technology and influence purchase decisions of their friends and family
Example: Tech / Gadget Brands
![Page 38: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/38.jpg)
Maximize App Distribution
4
![Page 39: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/39.jpg)
Other Media
Mobile Advertising
Supported
Non Supported
Non Mobile
Audience
Target better for
Less spillage
GET APP
Targeted Reach, High ROI
Web
TV
$ $
![Page 40: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/40.jpg)
MOBILE ADVERTISING
OFFLINE ADVERTISING
LOSS in Media Change
Track performance End-to-End
AD Served APP Install
GET APP
SEAMLESS
From Click to Install
![Page 41: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/41.jpg)
No Media Jump: Best way to drive distribution
Reach new users who don’t come to your brand property
Accurate Targeting: No Wasted Traffic
Optimize traffic sources to achieve eCPI goals
MAXIMIZE App Distribution
![Page 42: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/42.jpg)
Example: ‘App Savvy’ Brands
![Page 43: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/43.jpg)
CONSUMER SEGMENTATION
BASED ON MOBILE DEVICE
5
![Page 44: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/44.jpg)
Powerful Targeting Based on Device
![Page 45: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/45.jpg)
COMPETITOR DEVICE: Switch over to Brand
EXISTING USER WITH OLDER DEVICES: Upgrade within Brand
EXISTING USERS WITH TOP OF LINE DEVICES: Advocate Brand
Example: Mobile / OEM Brands
![Page 46: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/46.jpg)
RIDE THE 3G WAVE
6
![Page 47: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/47.jpg)
Identify Users Mobile Operator
Gateway IP address
SIM card based even if user is on Wi-Fi
![Page 48: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/48.jpg)
Leverage Mobile Number Portability and 3G to attract customers from Competition
Upsell 3G Value Added Services to existing users
Example: Mobile Telco Brands
![Page 49: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/49.jpg)
Drive Micro-Transactions
7
![Page 50: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/50.jpg)
Mobile has a built-in payment mechanism
Telco billing – frictionless; one click experience for the user
Operator revenue shares have improved – now upto 70%
![Page 51: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/51.jpg)
Promote & Sell deals – all on the mobile!
Example: Deals / Coupon Services
![Page 52: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/52.jpg)
Drive Traffic to New Mobile Property
8
![Page 53: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/53.jpg)
No “Media Jump”Seamless User Experience
Pay only for Clicks, not Ad impressions
No wasted traffic No “pop ups”
Performance-based Traffic Generation
![Page 54: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/54.jpg)
Example: “Online First” Brands moving to Mobile
![Page 55: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/55.jpg)
Regional / LocalRetail Presence
9
![Page 56: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/56.jpg)
Circle Targeting – Large Metro Markets – Mumbai / Delhi
– States with a high “Regional flavour”
Effective Location Based Targeting
GPS / Cell Tower based location
![Page 57: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/57.jpg)
Example: Retail Brands
FESTIVAL OFFERS Durga Puja: W Bengal | Onam: Kerala
YOUTH HUBSCollege / Hangout areas
![Page 58: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/58.jpg)
Time-Sensitive Communication
10
![Page 59: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/59.jpg)
Reach / Remind users of your service during a certain
time of day
![Page 60: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/60.jpg)
Boost campaign only an hour before a TV Show!
Remind + Show a video teaser!
Example: TV Channels
![Page 61: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/61.jpg)
1 2 3REACH IMPACTENGAGE
Combo is critical in Emerging
Markets
Leverage ‘Natural’
consumption behavior
Both - Reach & Impact are
possible with the right media
APPS+
3 Key Take Aways
![Page 62: The Role of Mobile in Your Media Mix](https://reader030.vdocuments.mx/reader030/viewer/2022020207/554d19d3b4c905805d8b5619/html5/thumbnails/62.jpg)
VIDEO