is india ready for a mobile ad-network?

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presents at

New Delhi, 26th May ‘07

Is India ready for a mobile ad-network?

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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

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Mobile Advertising Value Chain

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Digital Media

8Digital Media as seen by ad networks

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Measurement

Insight

Targeting

Data

Digital ad network mandate

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US Online Spending

94% Online Spending40% of Impressions50 Websites$ 2.7 CPM

6% Online Spending60% of ImpressionsEverything Else$ 0.11 CPM

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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

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Various options for Mobile Advertising

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Major Mobile Ad-Networks worldwide

(AOL)

(Microsoft)

http://images.google.co.in/imgres?imgurl=http://www.iyiz.com/photocome/Nokia_logo2.jpg&imgrefurl=http://www.iyiz.com/internet/nokia-to-launch-music-download-service-with-key-independent-record-shops/&h=250&w=250&sz=34&hl=en&start=2&tbnid=x25ehhQ2EP-eIM:&tbnh=111&tbnw=111&prev=/images%3Fq%3Dnokia%2Blogo%26gbv%3D2%26svnum%3D10%26hl%3Den

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http://images.google.co.in/imgres?imgurl=http://techgigger.com/mt/archives/admob_logo.jpg&imgrefurl=http://techgigger.com/mt/archives/wireless/&h=40&w=119&sz=3&hl=en&start=7&tbnid=OqMrRwohiYmRTM:&tbnh=30&tbnw=88&prev=/images%3Fq%3Dadmob%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DG

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http://images.google.co.in/imgres?imgurl=http://www1.orange.co.uk/images/thirdparty/logo_enpocket.gif&imgrefurl=http://www1.orange.co.uk/thirdparty/aggregators.html&h=76&w=145&sz=3&hl=en&start=4&sig2=mrv3wVUc-gHikQCgmxuq6Q&um=1&tbnid=JBJca5UeuBpWfM:&tbnh=50&tbnw=95&ei=1cZWRvONN4fIgAPbr53UBQ&prev=/images%3Fq%3Denpocket%26svnum%3D10%26um%3D1%26hl%3Den%26sa%3DN

http://images.google.co.in/imgres?imgurl=http://www.marketingvox.com/uploads/15628.gif&imgrefurl=http://www.marketingvox.com/archives/categories/broadband/page/11/&h=57&w=145&sz=4&hl=en&start=3&sig2=Mi2AwQIZrI5uctZr-5BNTw&um=1&tbnid=GpYf8gcAYWxgCM:&tbnh=37&tbnw=95&ei=8MZWRqj_EZ_WggOYoq2vBQ&prev=/images%3Fq%3Dlightningcast%2Bmobile%26svnum%3D10%26um%3D1%26hl%3Den

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Target: 500,000 visits (all media)

Result: 180,000 visits (4 million impressions, CTR>3%) – Only Mobile

Case Study : Adidas

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The Indian Story

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>11,500 Tech Forums / Sites

and Blogs

>40,000 Adv India sites

Taking a cue from the way the Internet media has evolved?

http://www.sify.com/

http://www.sify.com/

http://www.naukri.com/

http://www.webdunia.com/

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• 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/

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•Reach

•Purity

•Frequency

•Performance

•Advertising inventory

•Advertising units

How will Mobile Advertising be evaluated?

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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

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• 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

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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

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Thank you !

[email protected]+91 9910108483

mailto:[email protected]

is india ready for a mobile ad-network?

Technology