maxaxion africa sales deck

“Nothing gets you closer to your consumers than mobile. Nothing”

You should care because: 1.  Africa is a mobile first

society 2.  Mobile Media is the

fastest growing mass medium around

3.  Its’ not the phone that’s mobile – it’s the audience

4.  Mobile makes your media budgets work harder

5.  Its interactive and allows response at point of impulse

6.  Mobile adds value at every stage of the path to purchase

Traditional ATL BTL

Direct / CRM

Digital

Social

• Service • Loyalty • Rewards • Social

• mCommerce • mCRM • Up-sell • Cross Sell

• Mobile Advertising • Direct Response • Permission Marketing

• Mobile Internet • Games • Branded Utilities • Community

Awareness Acquisition

Retention Growth

Mobile’s role in the path to purchase…

Mobile’s role in the marketing mix…

Delivers Mobile Mobile


Its effective Offers reach at scale… Brands can Innovate with targeting Performance and engagement driven Premium and Mobile media Research shows, mobile delivers more value for money than traditional and online forms of advertising


66%

58%

49%

38%

15%

15%

13%

18%

Strongly Agree Somewhat Agree

Most users will tolerate mobile ads;

In Africa we’re much more positive towards them!

66%

46%

51%

30%

22%

17%

16%

21%

I'm happy to see ads on mobile websites as long as the websites are free

to access

I'm happy to share my location to get more

relevant services and offers

I'm happy to see ads in my appa as long as the

apps are free

I enjoy playing Advergames ( games that incorporate ads/brands)

66%

58%

49%

38%

15%

15%

13%

18%

Global Avg.

27%

41%

38%

42%


Social Networking, 19%

Web or Email, 14%

Calls, 11% Texts, 15%

Apps, 15%

Music, 16%

Banking, 3%

Games, 4% Video, 3%

Nigeria 16% Kenya 18%

Nigeria 38% Kenya 16%


A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying digital ads takes place within the ad exchanges, and by utilising a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences. Much like Paid Search, using DSPs allows users to optimise based on set Key Performance Indicators such as Effective Cost per Click(eCPC), and Effective Cost per Action(eCPA).

DSP’s are unique because they incorporate many of the facets previously offered by advertising networks, such as wide access to inventory and vertical and lateral targeting, with the ability to serve ads, real-time bid on ads, track the ads, and optimise. This is all kept within one interface which creates a unique opportunity for advertisers to truly control and maximise the impact of their ads. The sophistication of the level of detail that can be tracked by DSP’s is increasing, including frequency information, multiple forms of rich media ads, and some video metrics.

MaxAxion Powered by StrikeAd offers marketers access to one of the only mobile engineered mobile DSP’s globally!


•  Huge mobile user reach working across exchanges and targeting relevant audiences

•  Rich media and tablet options, campaign design UI, with control

•  Deliver ads in different formats and smart campaign reporting

•  Reduce ad spend and deliver greater ROI with brand safety

Click to Video

•  Video Asset Capabilities

•  CPI Pricing Available

Click to App Store

•  Drive Physical Location Visits

Click to Map

•  Track Call Duration

Click to Call

•  Drive Website Traffic

Click to Site


Africa Daily Impressions Android 151 M iOS 66 M Windows Phone 3.1 M Other 372.3 M *Site lists on request

Total Monthly Impressions: 17.7 B Average CPC: $ 0.12


ü Generic Targeting •  Price •  Creative Size •  Product Category •  Region / Micro Location /

Postcode •  Day / Time of Day •  Day of Week •  Site Domain •  Publisher ID •  Site / Application •  Content Vertical •  Audience

ü  Mobile Specific Targeting •  Device Operating System •  Series •  iOS •  iOS Application •  Device Make •  Device Model •  Manufacturer •  Telco Carrier •  ISP •  Cell / WIFI

Through our unique platform and partners, MaxAxion provides the ability to reach and engage niche audiences with enriched data and targeting capabilities

Rich Media & Creative

Audience Targeting

Brand Safety and Privacy


Nothing will get your brand closer to its audience than MOBILE …

With more than 265m subscribers and >300Bn impressions possible this year in South Africa…

can deliver on this promise!


Mobile Media Options…

Text Tags Voice Mobile Internet Permission Marketing

From Text, to Voice and Data - RAMP allows you to reach and engage your audience regardless of the type of phone they have, with billions of ad impressions each month.

Mobile is no longer monolithic – we can reach the entire pyramid – smartphones and data / or not


Text Tag Advertising Options… •  Please Call Me’s •  Missed Call Alerts •  Service Notifications •  End of Call Notifications

•  Recharge Notifications •  Balance Checks

•  Depending on the ad unit, a 40, 60 or 100 character text advert is placed at the end of the message or notification.

•  Advertisers can include different forms of messages and calls to action, including: 1.  Brand Message 2.  Promotional Message 3.  Click to Call 4.  Click to Call Back 5.  Click to Mobi 6.  Click to USSD 7.  Or simply drive consumers to

purchase or to store

•  Media is booked in time slots and minimum blocks of 1 million impressions or more

•  RAMP can assist with mobile advertising enablers to make your media budget work harder

Traditional Advert

Text Tag

Example

Please Call Me: 0123589875

AD: Nakumatt Smart

Offer: 46” LCD for only KSHS 89,995 – Galleria grand opening special.

Click http://lnq.in/nakumatt

OK Reply

Please Call Me Notification


Landing Page

Mobile Display Advertising Options…

•  Mobile Internet is the channel most consumers in Africa experience the internet

•  Mobile Display Advertising on premium properties like Airtel Live provides high volume, high conversion options for advertisers to reach a mobile audience

•  RAMP offers a number of options to drive traffic to your mobile internet sites, including: •  Text Ads •  Static Display Ads •  Animated Ads •  Rich Media Ads •  Tenancies

•  Media can be booked on a CPM (Cost per thousand impressions) or CPC (cost per click) basis.

•  RAMP can assist with mobilising your creative, content and campaigns

•  Text Ads •  Static •  Animated •  Rich Media

•  Tenancies Mobile Web


Response Database Voice

Advertising Options… •  Hello Tunes

•  Voice Messages

•  Outbound Dialler + IVR

•  Depending on the ad unit, a 10” 30” or 1 minute audio clip can be delivered to the audience. Ad units include: •  Sponsored Hello Tunes which are played to

the caller while the call is waiting •  Voice messages delivered to the

subscriber’s voice mail box •  Voice calls to the subscriber which can be

extended with IVR applications and call switching to your call centre

•  Advertisers can include different forms of messages and calls to action, including: 1.  Brand Message & Jingle 2.  Promotional Message 3.  Options to:

•  Connect to operator •  Request a Call Back •  Request link to Mobi •  Request short cut to USSD

•  Media is booked in time slots and minimum blocks of 1,000 to 100,000 calls per day

•  RAMP can assist with adapting existing creative and mobile advertising enablers to make your media budget work harder

Audience Database

Outbound Dialler IVR Number

Inbound Call

Answer

Ignore

Audio Message

Inbound Call

Dial 1

#

Interactive Voice


Think Mobile! RAMP and airtel allows the most cost effective, pervasive and engaging opportunity to reach your African audience!

Awareness

Reach millions of consumers through voice, data or text and promote your brand, message or product

Response Add a call to action,

track response and drive sales

Engagement Build a community around your brand and get deep insight into your audience

Voice • Triggered or Outbound Calls

• Interactive IVR • Click to Call • Call Backs

Internet • Banner Ads • Text Ads • Lead Generation

• Community

• Permission Based Outbound SMS • Bulk • Segmented • Personalised • Triggered

• Tagged Text • Awareness • With Call to Action

Data

Text


Case Studies RAMP has run successful trials with our Operator Partners in Africa and the results are AWESOME!!!


Case Studies Nigeria

Your recharge was successful. Ad: Apply for OIL&GAS JOBS, BANKING JOBS and ENGINEERING JOBS. Upload your CV on www.jobberman.com

OK

Airtel Service Notification

Your recharge was

successful.

Ad: Get the latest

local and international

news here –

www.wazoow.com

OK

Airtel Recharge Notification

Call to Action: Go to mobi

Your recharge was

successful.

Ad: Make your content

generate extra money for

you. Register as a tutor

today on www.tutor.ng

for your free trial.

OK


Objective: Awareness and driving traffic to mobile property

Target Audience: All users on Airtel Network


Case Studies Nigeria

Your recharge of 500.00 was successful. To transfer funds and pay bills, dial *894# to register for Firstmonie from First Bank

OK


Join Peak Milk

Women's Forum on

Blackberry. Add our

BB pin: 2A4AC53C.

Win Gifts, Learn, Share

& Bond with others.

Courtesy Peak Milk

OK

MTN SMS Push

Reply

Target Audience: Blackberry users in Lagos and Oyo State

The habit of Hand

Washing is a habit

worth catching! Dettol

wants you to learn this

habit! Find out how

you can learn and

win BIG Visit

www.dettolghd.com

OK

MTN SMS Push

Reply

Target Audience: Smartphone Users capable of clicking to mobile web



Case Studies

Commercial in Confidence. All Rights Reserved. MaxAxion 2014

Nigeria

Your recharge was successful. AD: Dress to impress – abovebeyond.com.ng

OK


Your recharge was

successful.

AD: From the Kitchen

to the Bedroom; give

your home the ultimate

treat www.KONGA.com

OK

Airtel Recharge Notification

Call to Action: Go to mobi

Your recharge was

successful.

AD: Looking for Jobs in

Nigeria, search here

http://jobs.wazoow.com

OK


Objective: Awareness and driving traffic to mobile property


Click on the link below and follow instructions to participate in the Dettol Hand Washing competition. www.dettolghd.com

OK Reply Case Studies Nigeria

The habit of Hand

Washing is a habit

worth catching! Dettol

wants you to

learn and WIN BIG.

Text ‘Y’ to participate

in the competition.

Text response is FREE

OK

MTN SMS Push with iSMS Reply

Reply

Target Audience: 18 to 35 male and Female

Response: 38.7% Engagement Rate

Reply

Text Rocks!

Washing

your hands too!


Airt

el E

OC

N

Airt

el L

ive

Mob

i A

irtel

Liv

e W

eb

Campaign: Nokia Asha 500/503 Get Iced Launch of Nokia Asha 500 and 503 with in Kenya with “Get Iced” Swipe Snap Share SMS and mobile web game mechanic.

Operator Media Partner: Airtel

Media Sales House: MaxAxion Mobile Agency: SilverstoneCIS

960x341

400x260

399x202

252x214

240x84

267x202 277x202

SMS Ice to 20096 : Get Iced with Nokia -‐ Check out the new Nokia Asha 500/503 Dual SIM, play the game and win cool Nokia prizes! SMS Costs 1KSH. T&Cs Apply

160 Characters (No click)

http://lnq.in/ashaicemw

http://lnq.in/ashaicemw

Obj

ectiv

es

1.  Drive mass awareness of product launch

2.  Drive engagement with users on SMS and mobile web

3.  Build a prospect and customer database

Med

ia

1.  160 Character Text Ads on End of Call Notifications (USSD)

2.  Display Banners on Airtel Live Web and Mobile Channels


CASE STUDY Kenya

Exposure 13m Impressions delivered in 2 days.

31m impressions in total over 5 campaign days.

1 672 903

4 743 682

3 195 279 3 270 223

1 708 901

2 227 294

2 202 049

2 219 729 2 245 997

2 328 620

588 473

1 717 695

1 158 750 1 179 554

607 615

0

1 000 000

2 000 000

3 000 000

4 000 000

5 000 000

6 000 000

7 000 000

8 000 000

9 000 000

10 000 000

2014-04-01 2014-04-03 2014-04-08 2014-04-09 2014-04-10

Balance Enquiry EOCN Voucher Refill

Date Balance Enquiry EOCN Voucher Refill Grand Total

2014-04-01 1,672,903 2,227,294 588,473 4,488,670

2014-04-03 4,743,682 2,202,049 1,717,695 8,663,426

2014-04-08 3,195,279 2,219,729 1,158,750 6,573,758

2014-04-09 3,270,223 2,245,997 1,179,554 6,695,774

2014-04-10 1,708,901 2,328,620 607,615 4,645,136

Grand Total 14,590,988 11,223,689 5,252,087 31,066,764


CASE STUDY Kenya

Response & Engagement Value Exchange creates a conversation

SMS MO Responses

EO

CN

/BC

/VR

160 Characters (No click)

Use

r Act

ion

SMS ICE to 20096 R

eply

SM

S

Play the game, get iced and stand a chance to win cool prizes. Click http://lnq.in/ashaea to enter & check out the new Nokia Asha range of smartphones!

Eng

age

on M

obi

Smart and Feature phone ready mobi site where users can engage with the campaign.

1. Exposure/Activation 2. Reply 3. Response


CASE STUDY Kenya

Email: [email protected]

Visit: maxaxion.com

Call: +27 72 755 0425

Let’s Chat…
