engage your audience in context...–sobha/ salarpuria sattva/ godrej ola play screen-banner...
TRANSCRIPT
engage your audience
in context
Why Ola?
★ Large transactional user base
★ High level of targeting
★ Max impact per impression
★ Deeply engaged users
Engage millions of paying users
• India’s biggest cab aggregator; now expanding internationally
• Ola Play: in-car entertainment with undivided attention
• Ola Money: eWallet, Financial services, Driver Partner products, credit
• Reach millions of Ola users & co-passengers with digital Ads
120+ 50 M 18+ M 1 M
driverscustomerscities rides/month
150 M
road users
With superior customer targeting
in context
time of day location cab-type income level gender
devices &
platformsuser mobile tablet in Ola cabiOS android
custom
cohorts frequent fliers
premium apartments
outstation travelers
college students
working professionals
Ola = MAX impact/impression
undivided user attention
5X bigger impressions
10X ROI than other channels
Ad formats ensure that ads
are shown to users when they
are completely engaged with
platform
Ad sizes in user mobile &
Play device are 3X - 5X
bigger than comparable ads
on other platforms
Ad performance on Ola
platform is 4X - 10X that of
the avg. performance seen
on other platforms
premium / paying users
Ads on Ola platform are seen
by paying users who are
usually working or can afford
to spend more
only genuine impressions
Ola Ad platform reports only
genuine impressions which is
50% more than other ad
platforms
Better brand & ad recall
Ola shows 10X fewer ads /
hour than other platform
which makes ad/brand recall
better in audience
Rich in-cab entertainment = deeply engaged users
Live channels
35
50+
music videos
700+
mins. video
90,000+movies
mins. audio
15,000+
TV shows
3,000+
Ola AD properties
Ola App:
1. Banner Ads
2. Cube Cards
Play Screen:
1. Banner Ads
2. Carousel Ads
3. Video Ads
4. Muted Video Ads
5. Welcome Screen
Banner Ads in Cab
● Show-stopper rendering
● Non-intrusive
● Max 3 ads in a ride
● 10X bigger Ad Sizes
Inventory: 12 Million
Reach: 15-25 Million
Formats supported: JPG, PNG, Image dimensions: 1220x640, Max. File size: 200KB
1. Full screen banner to drive people to destination websites/SMS through high-quality visuals.
2. The Play screen which is fitted in Prime Play cabs, becomes a platform for an advertiser to connect with the
customer.
3. The screen is a gateway to entertainment content for the customer in the form of video, music, radio etc.
4. Ola customer’s average ride time is 55 minutes across metros.
5. The banner ads are shown on idle screen >4 mins (4 mins is configurable).
6. The Banner is displayed for max 10 seconds
4. The Click to Action (CTA) has to be part of the creative for Play screen design.
5. CTA can either be an SMS to customer mobile number or advertiser’s URL.
6. SMS copy may contain URL that will lead to opening the app or website
Banner Ads in Cab
Carousal ads in Cab
● Non-intrusive
● 5s - 10s view time
● Max 3 ads in a ride
● File Size: 500 KB (max)
● Dimension: 1000 x 600
● Aspect Ratio: 16:9
● Image file type: JPG, PNG
Inventory: 12 Million
Reach: 15-25 Million
The carousel format allows you to showcase up to 6 images (minimum of 2 images) within a single ad. With more
creative space within an ad, you can highlight different products, showcase specific details about one product,
service or promotion, or tell a story about your brand that develops across each carousel card. The Click to Action
(CTA) has to be part of the creative for Play screen design. Each image can have a different CTA.
Carousal ads in Cab
Pre-Roll Video on Play Screen
A pre-roll video is a great
inventory to ensure that the brand
videos are viewed by the user.
Inventory: 1 Million
Reach: 1.5 Million
Pre-Roll Video on Play Screen
Show off product features, and draw people in with full screen video ads. A pre-roll ad is a promotional video message that plays before the content the user has selected. Each video impression is calculated after 2 seconds of video playing. Video can have CTA-SMS or URL.
Skippable
• Formats supported: .mp4
• Runtime: max. 30 seconds (Skippable after 5 seconds)
• Max. File size: 2MB
Non skippable
• Formats supported: .mp4
• Runtime: max. 10 seconds
• Max. File size: 2MB
Muted Video in Cab
● Guaranteed attention
● Non-intrusive
● 10s - 30s view time
Inventory: 12 Million
Reach: 15-25 Million
Formats supported: .mp4, Max. File size: 2MB
Welcome Screen in Cab
Inventory: 6 Million
Reach: 5-10 Million
• Guaranteed
attention
• Persistent content
• Min. 5-10s view time
*Available as part of large campaign package only
Banner Ads on Ola App
● Non-intrusive
● Contextual targeting
● Custom Cohorts
● 3X bigger than typical Ads on
other digital platforms
Inventory: 250 Million
Reach: 50+ Million
Banner Ads on Ola App
Drive people to destination websites or apps or re-market your customers with offers & discounts through high-quality visuals. Card will have an image, an ad copy below the image containing primary text, secondary text, CTA and offers if any
Image Specifications:
• Image format: JPG, PNG
• Image dimensions: 336x180 (Android), 351x180 (iOS @1x)
• Image size: 500KB
Ad copy specifications:
• Primary text: max 35 to 38 characters (incl. spaces)
• Secondary text: max. 100 characters (incl. spaces)
• CTA: max. 25 characters (incl. spaces) along with RGB values of CTA text based on brand guidelines of partners
Cube Cards on Ola App
● Non-intrusive
● Contextual targeting
● Custom Cohorts
● 3X bigger than typical Ads on
other digital platforms
Inventory: 250 Million
Reach: 50+ Million
Cube Cards on Ola App
Increase conversion by displaying up to 4 images (min 2) each on different card from your product catalogue -each card can have a different text. Each card will have an image and an ad copy below the image containing primary text, secondary text, CTA.
Image specifications
• Image formats supported: JPG, PNG
• Image dimensions: 300x300
• File size: 200KB (each image)
Ad copy specifications
• Primary text: 3- 4 words (16 - 20 characters incl. spaces)
• Secondary text: 5-7 words (28 - 35characters incl. spaces)
• CTA text: 1 or 2 words (7-8 characters incl. spaces)
• CTA link: The link on each card to be specified (CTA text and link on these cards can be optional. If CTA text and link are not available, then CTA section to be kept blank)
● One Click Collect Leads
● Quality Leads for the
advertiser
● Non Intrusive
One Click Lead Gen- CTA on Ola App/Play Screen
When the user clicks on the CTA, he/she is taken
to this form.
The fields are pre-populated and can be edited by
the user.
Once the form is submitted, the values are stored
and shared offline with the advertisers.
Campaign Mandates:
• Prime Play is available only in 7 metros and has much less volumes than App.
• All campaigns have to run parallel on App and Play screen to generate maximum performance of the campaign.
• One campaign should ideally have one property through which the communication happens. This is to avoid bad customer experience. However, different properties on different device is ok.
• URL cannot be a third party link like facebook, Google Maps, Youtube, Amazon, etc.
• All creatives/videos are subject to internal approval and guidelines.
Important Metrics on Ola Platform( For JAS Quarter)
Metric Platform Figures( Monthly)
No. of Rides Ola App 50-70 Million
No. of Rides Ola Play 5 -10 Million
Top 7 Cities Ola AppDelhi, Kolkata, Mumbai, Bangalore, Chennai, Pune, Hyderabad
Top 7 Cities Ola PlayDelhi, Kolkata, Mumbai, Bangalore, Chennai, Pune, Hyderabad
Why Ola Platform?
CPGM v/s CPM
• Most Ad Platforms have more than 30% fraudulent clicks/views due to practices like
clickbaiting, bots, opening ads outside user view, etc.
• Ola Ad Platform captures only genuine user impressions
• Typically, 1 CPGM = 1.5 CPM [assuming 32% CPM fake impressions]
• So, genuine impressions on Ola is 50% more than other Ad platforms
Lower Ad Density
• Ola Platform serves 3 Ads per hour v/s 30 Ads per hour in TV / Radio
• Lower Ad Density = better ad recall + superior ad experience for users
Cohorts Brands Ad Properties
8 AM to 8 PM- metros
Office goers based on
project location
Real estate brands
– Sobha/ Salarpuria
Sattva/ Godrej
Ola Play Screen-Banner Ads/App-Banner or
carousel Ad
Metros, Male onlyESPN/ Park
Avenue/ GarnierOla Play Screen-Banner Ads/
Bangalore, Medium
income level
CCD/Airtel/Lifestyle
StoresApp-Banner or carousel Ad
High Frequency Airport
travellersHP/Apple/MMT
App-Banner or carousel Ad, Play Screen-Muted
Videos
8 AM to 7 PM- Delhi
Corporate Hubs
Van Heusen/ Loreal/
PhonePe
App-Banner or carousel Ad, Play Screen-Muted
Videos
Some Examples of Mapping Cohorts to Brand needs...
Creative standard required for pass-through
Ads that run on Ola Play are subject to a review process that looks at the amount of image text used in your ad. Some ad images may qualify for an exception. For example, book covers, album covers and product images usually qualify for an exception.
Images that consist of more than 20% text and no CTA may experience reduced delivery.
How we review different ad formats?
• Single image ads - We review the image used in the ad to see if it complies with our image text guidelines
• Carousel ads - We review each image within the ad to see if they all comply with our image text guidelines. Keep in mind that even if one image in the carousel has too much text, it'll affect your entire ad
• Video ads - We review the thumbnail to make sure it complies with our text guidelines
Tips for avoiding too much text in your ad images
• If you need to include text in your image, try using fewer words and/or reducing the font size of your text. Keep in mind that if your text is too small, it may be difficult to read
• Make sure most of the text you use is in the body text instead of directly on the ad's image (in case of ola customer app ads)
• Avoid spreading text all over the image.
THANK YOU.