maxaxion sales deck august 2014

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moving mobile media in Africa

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MaxAxion Sales Deck August 2014

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Page 1: MaxAxion Sales Deck August 2014

moving mobile media in Africa

Page 2: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Africa Reach

Established in February 2014 Footprint:

Cape Town Johannesburg Lusaka- Zambia Lagos- Nigeria

Management team:

Daniel Courtenay Nicolle Harding

We are a proud to be a B-BBEE Level 4 supplier

Page 3: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Supply Partners

Mobile Display

Mobile Messaging

Micro Jobber Platform

Page 4: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Our Approach

customer insight

campaign objective

multi medium

performance management

Scie

nce

Art

campaign strategy

Page 5: MaxAxion Sales Deck August 2014
Page 6: MaxAxion Sales Deck August 2014

mobile Internet ad spending worldwide, by region, 2011-2017 (millions) 2011 2012 2013 2014 2015 2016 2017

North America $1,378 $4,279 $7,724 $12,031 $17,192 $22,999 $29,067

Asia-Pacific $1,770 $2,690 $4,143 $5,842 $8,120 $10,516 $13,061

Western Europe $780 $1,669 $3,589 $6,388 $9,199 $12,050 $15,184

Central & Eastern Europe $37 $71 $162 $273 $423 $609 $822

Latin America $41 $78 $150 $289 $482 $766 $1,196

Middle East & Africa $10 $21 $50 $86 $137 $219 $340

Worldwide $4,016 $8,801 $15,819 $24,908 $35,553 $47,160 $59,669

Note: includes display (banners, video & rich media) and search; excludes SMS, MMS and P2P messaging-based advertising; includes ad spending on tablets; numbers may not add up to total due to rounding Source: eMarketer, June 2013

The growth in moble advertising

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Page 7: MaxAxion Sales Deck August 2014

2012 – 2018; in billions and % change

8,76 17,96

31,45

45,85

61,40

77,67

94,91 119,5%

105%

75,1%

45,8%

33,9% 26,5% 22,2%

0,0%

20,0%

40,0%

60,0%

80,0%

100,0%

120,0%

140,0%

0 10 20 30 40 50 60 70 80 90

100

2012 2013 2014 2015 2016 2017 2018

mobile internet ad spend % change

Note: includes display (banners, video & rich media) and search; excludes SMS, MMS and P2P messaging-based advertising; includes ad spending on tablets Source: eMarketer, March 2014

Mobile internet worldwide ad spending

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Page 8: MaxAxion Sales Deck August 2014

15,37 76,07 183,57

327,28 493,91

654,07 795,89

905,26

2010 2011 2012 (E) 2013 (F) 2014 (F) 2015 (F) 2016 (F) 2017 (F)

Source: Forrester Research World Tablet Adoption Forecast, 2012 to 2017 (global) Note: 2010 & 2011 use finalised data; 212 to 2017 use estimated E = estimated; F= forecast

total worldwide installed base (figures in millions unless otherwise stated)

Tablets will pass 900 million installed users by 2017

The global gowth of tablets

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Page 9: MaxAxion Sales Deck August 2014

Why mobile in Africa?

13% 18% 19%

1,3%

44% 45%

82%

111% 108%

60%

132%

106%

0%

20%

40%

60%

80%

100%

120%

140%

Asia Pacific Latin America Middle East Sub-Saharan Africa

Europe (EU27) North America

Fixed-Line

Mobile

47.8x

Globally mobile penetration has reached 100%

Sub-Suharan Africa has a staggering 47.8% higher mobile internet penetration to fixed line broadband

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Source: GSMA Intelligence

Page 10: MaxAxion Sales Deck August 2014

Data Speeds By Region

63k 32k

97k 146k

588k

273k

723k

855k

-

100 000

200 000

300 000

400 000

500 000

600 000

700 000

800 000

900 000

Africa Middle East Latam CIS

2013

2017

Africa 89%

Middle East 88%

LATAM 87%

CIS 83%

Percentage Increase 2013 to 2017

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Source: GSMA Intelligence

Why mobile in Africa?

Page 11: MaxAxion Sales Deck August 2014

Source: GSMA Intelligence

2G 3G 4G 2017

4,6%

5,9%

9,6%

12%

14,2%

39,3%

7,6%

17,3%

25,8%

Senegal

Nigeria

Tanzania

Ghana

Kenya

South Africa

SSA

Developing Markets

Global Ave.

3G Penetration Breakdown in 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Why mobile in Africa?

Page 12: MaxAxion Sales Deck August 2014

Media exposure: The South African consumer

93% RADIO

80% TV

73% BILLBOARD

23% INTERNET

83% Have access to a

mobile phone

65% NEWSPAPER

6% PC

Page 13: MaxAxion Sales Deck August 2014

MaxAxion Mobile RTB Supply Partners Product Guide

Page 14: MaxAxion Sales Deck August 2014

RTB is about reaching the right person in the right place at the right time

Page 15: MaxAxion Sales Deck August 2014

Why RTB? RTB is the most efficient and cost-effective mobile advertising solution

driven through data-rich bid requests from mobile exchanges efficient understand what sites and apps are working and at what price transparent access tens of billions of impressions through multiple real-time supply sources

scalable

•  increased eCPM due to better targeting and utilisation

•  real-time means efficiency unmatched by other forms of advertising

•  automation means lower cost and effort

for sellers •  access to better targeted and more

effective inventory •  generate a higher return on

advertising spend (ROI) – driving agency success

•  improve results even further with ‘dynamic ads’

for buyers

Page 16: MaxAxion Sales Deck August 2014

Bidding process How we maximise the opportunity by selecting the best ad

1. User accesses app or mobile web page

1. Bid request is generated by

Exchange partner or Oscar bidder

1. MaxAxion enriches the user profile, establishes all valid ads for request and generates optimal bid request for ad

3. 3rd party data used to add location and demographic information to the bid request. Local partners BlueKai, Grapeshot & Proximity are currently being integrated

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Page 17: MaxAxion Sales Deck August 2014

Targeting Combined targeting to drive improved results

Device: targeting based on manufacturer / model / device capabilities / device age

Connection: targeting based on the carrier / Wi-Fi information contained in the bid request

Content: targeting based on the type of app / site being used

Geo-tracking by country / state / DMA / postcode / latitude / longitude

Geo-tracking by POIs (such as airports / store locations)

Advanced targeting powered by geographically profiled audiences

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Page 18: MaxAxion Sales Deck August 2014

device

time and date

ISP

connection app name, category

& ID location

DMP segments

Mobile-specific bidding parameters Mobile DSPs offer a unique capability to generate bids based on multiple parameters

Unlike conventional desktop-based campaigns, mobile DSP bidding is far more complex, using many more detailed parameters to target the right user in the right place at the right time

Page 19: MaxAxion Sales Deck August 2014

Transparency and trust Transparency and trust is an essential part of every campaign we deliver

MaxAxion only works with partners that use and work with a selection of carefully chosen partners to ensure that all campaigns are transparent and that we can be trusted 100% to act in the best interests of consumers and clients

•  Global blacklists employed against all campaigns for sites/apps identified as being inappropriate

•  Bespoke whitelists for sensitive brands

•  TRUSTe integration providing consumers with notice and opportunity to opt-out

•  Active participation in industry initiatives

•  Access to premium sites and apps through PMP integrations with Google, MoPub, Nexage and Rubicon *

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Page 20: MaxAxion Sales Deck August 2014

Direct response campaigns Tracking integrations

Desktop adservers: Commonly used by agencies, our integrations with the big adservers allows centralised reporting of campaigns, plus the added benefit of post-impression tracking on campaigns running on mobile web

Mobile adservers: Commonly used to track app download campaigns, these solutions enable you to track and us to optimise towards not just downloads, but the actions that drive ROI such as in-app purchases

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Page 21: MaxAxion Sales Deck August 2014

Creative production: Maxaxion works with a number of outsourced creative production houses to help you build creatives that will delight and engage with your target audience

Integrations: We are integrated with the leading rich media adservers, including Celtra, Simplytics (now Integral) and JustAd

Response: Our Celtra integration specifically allows you to optimise not just the expand, but also around the engagement that matters - such as a video view or a social like

Brand campaigns Rich media tracking

formerly Simplytics

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Page 22: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

EASY WORK . EASY MONEY Launch July 2014 www.m4jam.com

Introduction

Micro jobbing can be the game changer for Developing Markets

Page 23: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

The Market

•  Official unemployment in RSA is 24.1%

•  Petrol price in RSA is at an all time high

•  South Africa currently has

•  69.2 million active sim cards

•  32.9 mill people in RSA with some form of telephony

•  14.1 mill smartphones (estimated)

•  Data cost declining, free WIFI penetration increasing

•  Current forms of advertising & market research on the decline

•  Tougher legislation is changing the landscape for marketers

•  Social engagement continues to grow for trusted peers and brands

•  Chat based platforms are seeing the highest levels of engagement

•  Exponential growth globally in crowdsourcing & crowd funding

•  Customer segmentation of 1 is the holy grail for brands

Page 24: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Digitally Enabled Micro Blogging

M4JAM breaks large projects into small

tasks, empowering many geographically

d ispersed people to quick ly and

independently complete the tasks using

their phones in exchange for payment.

Page 25: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

JOBS: Jobbers engage with M4JAM in conversation to register, find, complete and submit jobs using their phone. Text based implementation increases accessibility by attracting users from both feature and smartphone segments. •  Brand activation: customer engagement and

acquisition •  Market Research: client engagement surveys,

product and market research

•  Mapping: POI validation & creation, speed limits & road name confirmation and capture

•  Merchandising / stock control: brand positioning, displays, stock shortages etc.

•  Auditing: outdoor media, Large Asset Audits, Property, OHS etc.

Page 26: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

The JOBBER: Simply search for a job near you, follow the instructions, take a picture, complete no more than 3 fields and submit. Once the client approves, you get paid for your micro tasks. The more you do, the higher your M4Jam Jobber status and the more you earn.

Page 27: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

The CLIENT: Simply confirm a batch of micro tasks, fund your project and m4jam will post the micro jobs on your behalf. We send you the completed work package for your approval, including the following information about the jobber completing the task: •  Name •  ID Number •  Contact number •  Contact email

Accepting and completing the micro job is the primary goal and as part of the work acceptance the successful jobber authorizes the CLIENT to gain access to above personal information.

Page 28: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

ENGAGEMENT: Key to the success of the platform is continually engaging the end customer whilst adding value to CLIENTS. As a result we have built the solution using game dynamics and a proven customer loyalty model. •  Gamification elements: leaderboards,

social integration and check-in facilities

•  Tiered Status: maintenance of your status through active micro jobbing, referrals, and product engagement

•  Rewards & Discounts: increased payment for jobs performed, preferred jobs, discounts or rewards from the CLIENTS that you have previously worked for

Page 29: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

ENGAGEMENT MODEL We are building game dynamics into the product enabling jobbers to be rewarded as they progress and complete more jobs. The status levels are based on the Discovery Vitality model. The levels are defined in the table below.

Platinum Member

Gold Member

Silver Member

Bronze Member

Status Requirements

Number of completed jobs to qualify for the level.

500 300 150 0

Minimum number of jobs to be completed per month to maintain current status level.

100 75 50 0

Number of new member introduced in total to qualify for the status level.

50 35 20 0

Percentage of first submission success rate to maintain status level.

95% 85% 80% 75%

Associated Benefits per level

Rand value of the job (the value displayed per job will be linked to the individual’s status level therefore they will only see the value that they can earn.) Refer pricing model

100% 95% 90% 85%

Preferred jobs allocation and selection Yes No No No

Page 30: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

PAYMENT: Payment will be facilitated through a check out mechanism that allows the end user the ability to select the payment mechanism of their choice: •  Phase 1:

•  Cash out their earnings at a till point or an ATM via an SMS code without having to create a bank account.

•  Receive data or voice bundles in exchange for cash payment.

•  Phase 2: •  Receive vouchers or coupons in exchange for cash

payment.

We are using Mobile Money’s API to process our payments (http://www.mobilemoneysa.com )

Page 31: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

JOB EXAMPLES

Job Name Required Action Client Deliverable Point of Interest (POI) Validation

•  Go to the specified address •  Take a photo of the exterior or

interior of the business •  Confirm your location on the

mapping software using the locate me arrow.

•  Type in the name of the business in the field provided.

•  Submit the job.

Report detailing: •  Time and date of the job •  The business‘s GPS location •  The business’s name •  Photograph(s) of the business as

specified.

Point of Interest (POI) Creation

•  Go to the specified address •  Take a photo of the exterior or

interior of the business •  Confirm your location on the

mapping software using the locate me arrow.

•  Type in the name of the business in the field provided.

•  Submit the job.

Report detailing: •  Time and date of the job •  The business‘s GPS location •  The business’s name •  Photograph(s) of the business as

specified.

In phase two we plan to release the ability for the jobber to submit video footage of up to 15 seconds per POI, this will assist street view and video navigation solutions for companies where street addresses are not easily identified.

Page 32: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Job Name Required Action Client Deliverable Surveys •  Answer the following 5 questions

about product X •  Question 1 •  Question 2 •  Question 3 •  Question 4 •  Question 5 •  Submit the job.

Report detailing: •  Time and date of the job. •  The results of the 5 questions

asked, they will be: •  Aggregated according to client

specification (age, geo location, gender, LSM etc.)

•  Detailed answers per job

Outdoor Media Audits

•  Go to the specified address •  Take a photo of the signage on

display •  Confirm your location on the

mapping software using the locate me arrow.

•  Type in the condition of the signage in the field below.

•  Submit the job.

Report detailing: •  Time and date of the job •  The signage‘s GPS location •  Condition of the signage •  Photographs of the signage as

specified.

*** Refer to the annexure for campaign based examples

JOB EXAMPLES…

Page 33: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

JOB EXAMPLES

Job Name Required Action Client Deliverable Point of Interest (POI) Validation

•  Go to the specified address •  Take a photo of the exterior or

interior of the business •  Confirm your location on the

mapping software using the locate me arrow.

•  Type in the name of the business in the field provided.

•  Submit the job.

Report detailing: •  Time and date of the job •  The business‘s GPS location •  The business’s name •  Photograph(s) of the business as

specified.

Point of Interest (POI) Creation

•  Go to the specified address •  Take a photo of the exterior or

interior of the business •  Confirm your location on the

mapping software using the locate me arrow.

•  Type in the name of the business in the field provided.

•  Submit the job.

Report detailing: •  Time and date of the job •  The business‘s GPS location •  The business’s name •  Photograph(s) of the business as

specified.

In phase two we plan to release the ability for the jobber to submit video footage of up to 15 seconds per POI, this will assist street view and video navigation solutions for companies where street addresses are not easily identified.

Page 34: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Soccer Ladum

a

MTN

Mobile Money

Media 24

Mxit

SASSA

Project Isizwe

NSFAS

2Go

MWeb

Vodacom

Wifi Hotspot

s

Super Sport

COMMUNITY REACH

Phase 1: •  WeChat

Phase 2: •  Mxit, Mobile Money,

SuperSport, MTN Loyalty, Media 24, Soccer Laduma, NSFAS, SASSA and Mweb

Phase 3: •  WiFi Hotspots, 2Go,

Vodacom and Project Isizwe

Page 35: MaxAxion Sales Deck August 2014

Mxit Media Product Guide

This is a detailed document on Mxit Media Products with best practice and technical specifications to help you make the most of your advertising campaign

Page 36: MaxAxion Sales Deck August 2014

Real-time audience targeting

Age Gender

Device

Location

Operating System

Network

Page 37: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

7.4 million monthly active users

6.5 million users in South Africa

Works on over 8,000 mobile devices

Chat | Connect with friends | Buy | Learn | Mxit Reach

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Mxit at a glance

Page 38: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Top countries

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Page 39: MaxAxion Sales Deck August 2014

Activity on Mxit

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Page 40: MaxAxion Sales Deck August 2014

Who uses Mxit in South Africa? Core audience: 18 – 24 years old

LSM 6 – 8 with a geographic and ethnicity split reflecting the SA population

Ethnicity:

Black: 67%

Coloured: 21%

White: 8%

Malay/Indian: 4%

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Page 41: MaxAxion Sales Deck August 2014

Multi-platform

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Page 42: MaxAxion Sales Deck August 2014

Top devices

Page 43: MaxAxion Sales Deck August 2014

•  Full colour ad, like a glossy magazine cover •  Displays for 5-8 seconds at login •  Delivers strong call to action in clutter-free ad

space

•  Instant subscriber conversion with click functionality

•  CTR between 2 and 3%

Splash screen

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Page 44: MaxAxion Sales Deck August 2014

•  Static, full-colour banner within 3rd party apps

•  Take advantage of high traffic properties

•  Great for direct-response advertising

•  CTR of 0.5%

Banner ads

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Page 45: MaxAxion Sales Deck August 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

With more than 265m subscribers across Africa!

Page 46: MaxAxion Sales Deck August 2014

Text Tag Advertising Options… •  Please Call Me’s

•  Missed Call Alerts

•  Service Notifications

•  End of Call Notifications

•  Recharge Notifications

•  Balance Checks

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

•  Brand Message •  Promotional Message •  Click to Call •  Click to Call Back •  Click to Mobi •  Click to USSD •  Or simply drive

consumers to purchase or to store

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Page 47: MaxAxion Sales Deck August 2014

Mobile Display Advertising Options… •  Text Ads •  Static •  Animated •  Rich Media

•  Tenancies

Landing Page

Mobile Web

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Page 48: MaxAxion Sales Deck August 2014

Voice Advertising Options… •  Hello Tunes

•  Voice Messages

•  Outbound Dialler + IVR

Response Database

Audience Database

Outbound Dialler IVR Number

Inbound Call

Answer

Ignore

Audio Message

Inbound Call

Dial 1

#

Interactive Voice

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Page 49: MaxAxion Sales Deck August 2014

Email: [email protected]

Visit: maxaxion.com

Let’s Chat…