is india ready for a mobile ad-network?
Post on 09-May-2015
3.787 Views
Preview:
TRANSCRIPT
1
presents at
New Delhi, 26th May ‘07
Is India ready for a mobile ad-network?
2
1. How the Mobile Media Environment is evolving & what that means for ad networks
2. The Business of mobile ad networks & the value they add
3. Key players in mobile ad networks worldwide
4. Global Case Study – Large Advertiser
5. Indian scenario – How favourable is it for Tyroo & others
Key Points
3
4
5
6
Mobile Advertising Value Chain
7
Digital Media
8Digital Media as seen by ad networks
9
Measurement
Insight
Targeting
Data
Digital ad network mandate
10
US Online Spending
94% Online Spending40% of Impressions50 Websites$ 2.7 CPM
6% Online Spending60% of ImpressionsEverything Else$ 0.11 CPM
11
Business of mobile ad networks
• Business Models – CPM/CPC/CPL
• Self-Serve
• Bidding System is prevalent
• Multiple Ad-Formats available
• Click Through Rates
• Multiple targeting options
• Intelligent optimization system
• Longtail Publishers & SME advertisers
12
Various options for Mobile Advertising
13
Major Mobile Ad-Networks worldwide
(AOL)
(Microsoft)
14
Target: 500,000 visits (all media)
Result: 180,000 visits (4 million impressions, CTR>3%) – Only Mobile
Case Study : Adidas
15
The Indian Story
16
>11,500 Tech Forums / Sites
and Blogs
>40,000 Adv India sites
Taking a cue from the way the Internet media has evolved?
17
• Operators are waking up to the significant opportunities offered by communities and user generated content.
• Online applications are emerging from start-ups and major internet players.
• Indian users are accessing substantial foreign inventory on their mobiles
Recent Trends
USA
South Africa
India
UK
Romania13%
Top 5 international WAP sites with Indian traffic
• http://peperonity.com
• http://www.wap.in
• http://upload.2wap.net
• http://prodigits.co.uk/
• http://twilightwap.com/
18
•Reach
•Purity
•Frequency
•Performance
•Advertising inventory
•Advertising units
How will Mobile Advertising be evaluated?
19
The Canvas has yet to be painted
• Online Marketing– Has grown to approx Rs. 500
crore in first 5 years (’02 – ’07)
• Mobile (more mature market)
– 160 million unique user-base (15-20 million WAP)
– High demand from advertisers for new marketing channels
– Hundreds of millions of impressions available in 2007
20
• Largest Indian Internet Ad-Network
• Pay for performance contextual ad network
• More than 1,200 leading publishers
• more than 100 top online advertisers
• Entire technology built in-house
- Initiater, Quick Learner
21
Tyroo – Digital Convergence
Our Vision: Consolidate digital media inventories, develop targeting technologies & local capabilities to deliver advertising through all media platforms to make it accessible to everyone
Mobile Media
Internet Media
Tyroo – Internet & Mobile Platforms
top related