mma 2013_ inmobi mobile ad network
DESCRIPTION
Bài giới thiệu về Inmobi Mobile Ad network tại diễn đàn Vietnam MMA 2013TRANSCRIPT
REACH ~700M USERS GLOBAL MOBILE INTERNET USERS9 MILLION IN VIETNAM
INMOBI: MOBILE INNOVATION PARTNER TO AGENCIES & BRANDS
InMobi: Partnering with Agencies across the entireecosystem
ADVERTISERS
ADVERTISERS
DEVELOPERS
DEVELOPERS
Agencies Media BuyingDesks
DSPs AdExchanges
Ad Networks SharingData/ Social
Tools
SSP
PublisherTools
DMPs & DataAggregators
OptimizationCreativeOptimization App Dev Platform
Rich Media
InMobi Studio
InMobi Studio
InMobi LTV PlatformInMobi App Publish
InMobi M3
InMobi CBP(Conversion-
basedpricing), BOLT
ADVERTISERS
ADVERTISERS
DEVELOPERS
DEVELOPERSAd Ops / Infrastructure
DataSuppliers
Measurement& Analytics
VerificationAgency AdServers
Retargeting/Location basedtargeting
App DiscoveryInMobi Retargeting, Geo, Audience
& Contextual targeting
InMobi StudioServer
InMobi Studio
InMobi AdTracker
InMobi LTVPlatform
InMobi UserData Platform
InMobi LTV PlatformInMobi App Publish
InMobi App Galleries InMobi M3
Pub Ad Servers
Creative Platform(InMobi Studio, Ad Console)
Targeting & Data Platform(User platform, Retargeting, Geo,
Contextual, Audience)
Tracking & Optimization Platform(InMobi Ad Tracker, LTV Platform, CBP, BOLT)
Developer Platform(App Publish, App Galleries, M3)
InMobi CBP(Conversion-
basedpricing), BOLT
In-House & Award winningMobile Creatives FREE*
Mobile Analytics, IQReport & Research
Universal Analytics& ResearchSolutions
245 M Consumers inAPAC/80 M SEA
World’s LargestIndependent
Mobile Ad Platform
INMOBI: LOCAL JAPAC TEAMS, DEEPEST USER REACH, ADVANCED TECHNOLOGY
* Above a threshold media spend
The Leading MobileCreative Platform
Universal Analytics& ResearchSolutions
World’s LargestIndependent
Mobile Ad Platform
Publisher Monetization
26,000 apps & sites & Mediation Platform
95 35%
68 25%13%
9%Using Mobile (excludingSMS/Calls)Watching TV
Yesterday, how much time did you spend on the following activities?Minutes
Spent%
of Time
For mobile web users in Vietnam, mobile usage has surpassedTV, traditional online and news/magazines in terms of time spent
INMOBI RESEARCH: VIETNAM USERS SPEND 95 MIN/DAY ON MOBILE
68 25%
47 18%
34 13%
25 9%
35%
25%
18%
13% Watching TV
Online via desktop/laptop
Reading Newspapers/Magazines
Listening to Radio
Source: Decision Fuel and InMobi research; sample n = 1,183
4.5 Hrs
73% of mobile users are as or more comfortable with mobileadvertising vs. TV or online advertising
45%
25%
Mostly via mobile phone
Only via mobile phone
How do you typically go online/surf the web?
70%Mobile 1st
70% OF VIETNAMESE SEE MOBILE AS MAIN OR EXCLUSIVE WAY TO GET ONLINE
5%
25%
Mostly via a desktop/laptop
Evenly split between mobileand desktop/laptop
0% 10% 20% 30% 40% 50%
Mobile 1st
Source: Decision Fuel and InMobi research; sample n = 1,183
Mobile is becoming an important companion, particularly for the inbetween times
17%
55%
70%
While watching TV
Waiting for something
Lying in bed
Where do you use mobile for activities like surfing the web?
WHERE DO USERS IN VIETNAM CONSUME MOBILE CONTENT?
4%
6%
9%
10%
11%
16%
17%
0% 10% 20% 30% 40% 50% 60% 70% 80%
At a social event
In the bathroom
Shopping
In a meeting or the classroom
Spending time with family
Commuting
While watching TV
Source: Decision Fuel and InMobi research; sample n = 1,183
Yesterday, how much time did you spend on your mobile doing the following:
23% 19%
Entertainment and Social Media are dominant activity, followed bygames and e-mail
WHAT CONTENT ARE THEY CONSUMING?
Social Media(e.g.
Facebook, Twitter,etc.)
23%
Entertainment(Music, Videos, et
c.)
19%
Shopping
6%
Play Games
15% General Info(Search, Sports,
News, etc.)
16%
14%
LocalSearch
7%
Source: Decision Fuel and InMobi research; sample n = 1,183
5%
0% 10% 20% 30% 40% 50% 60%
Which two forms of media most impact your purchasing decisions?
Mobile is most impactful at influencing purchasedecisions, followed by TV
MOBILE HAS HIGHEST INFLUENCE ON PURCHASE DECISIONS
6%
11%
33%
39%
49%
58%
Source: Decision Fuel and InMobi research; sample n = 1,062
2% 17%
33%
42%31%22% 53%
Awareness
Favorable opinion
Consideration
Introduced you to something new (35%)
Helped you find something nearby (22%)
Provided you with better options (39%)
Has mobile advertising ever:
74% VIETNAM CONSUMERS SAID MOBILE ADVERTISING INFLUENCED PURCHASE
Source: Decision Fuel and InMobi research, sample n = 1,183
Consideration
Shopping
Sale
Helped you find something nearby (22%)
Influenced your in-store purchase (6%)
Caused you to reconsider a product(14%)
Influenced you to buy via your mobile (7%)
How are wellAgencies reacting toaudiences moving tomobile?
16%
17%
8%
25%
26%
15%19%
14% 12%12%
21%19%
2%5%
5%9% 6%
1%3% 3% 3%2% 2% 3%
10 Expert
9
8
7
6
How well do you feel you understand mobileadvertising on a scale from 1 to 10?
24% Top 5box%
42% 48% 50% 50%
4% 4% 0 2% 3%
12%7%
8% 8% 5%
22%
13%14% 12% 11%
22%
18%14% 12%
12%
17%
18%16% 20%
2008results
2009results
2010results
2011results
2012results
6
5
4
3
2
1 Nounderstanding
Source: IAB Snapshot ResearchBase: 2008 (115) ; 2009 (106) ; 2010 (160); 2011 (406); 2012 (353)
What single thing would the mobile advertising industry needto do in order for you to increase your spend on mobile?
Out ofHome
How it is todayHow it is today
Planning shouldn’t be in silos – Mobile is theconnecting glue across all media
TV
PrintMobile
PC/laptop
Out ofHome
Radio
50
50
100
TV
Internet
Mobile
Reach
30
50
90
Targeting
90
80
70
Engagement
10
40
80
Viral
20
60
80
Transaction
MOBILE PERFORMANCE VS OTHER MEDIA
20
60
40
50
Outdoor
Radio
TV
Efficacy of Mobile Ads vs. Other Media
Source: Mary Meeker, Chetan Sharma, January 2011
10
10
10
30
10
40
20
90
10
10
10
10
20
MOBILE ADVERTISING TIMELINE
First MobileBanner Ad
Simple RichMedia Ads
ImmersiveRich MediaExperiences
2004 201120102000
Tablet AdsIntroduced
2007 2012
1ST TEXTAD SMS
Touch & GesturesIntroduced
Mobile InlineVideo
Proprietary
Gender Education Language Ethnicity
Geo FencingCountry City Zip
Telco Model Manuf. OSTelco/Device
Geo Targeting
Demographic*
Design Your Audience: Combine attributes within each targetingcapability
IncomeINCOMEGender Education Language Ethnicity
Weather NewsAuto Finance Music
Shoppers Movie Buffs Travelers Moms Games
Home Office Holiday Weekend
Clickers App Owners Site Visitors
Content*
Behavioral*
Context*
Retargeting *Not an exhaustive list of attributes undereach targeting capability
IncomeINCOME
VIETNAM AUDIENCE IS ON GLOBAL, REGIONAL AND LOCAL CONTENT
Advertiser challenge: going beyond CTR - Benefit frombest-in-class technologies that measure the success of
interactions and conversions
Advertiser challenge: going beyond CTR - Benefit frombest-in-class technologies that measure the success of
interactions and conversions
APP DOWNLOAD & LEAD GEN WITH INMOBI AD TRACKER
Lead Gen Click to CallDownload
INMOBI AD TRACKER CASE – VODAFONE MOBILE WEB LEADS
Objective: Leads for Vodafone Free Sims
CPL dropped 3X after InMobi IAT& Optimization was Implemented
Optimal mobile form fills =5, Weight = 40Kb
CPL dropped 3X after InMobi IAT& Optimization was Implemented
Optimal mobile form fills =5, Weight = 40Kb
INMOBI RESEARCH: Retail Call to Actions
36%
40%
45%
Product Info
Store Locator
Most popular call-to-actions on retail mobile ad campaigns
20%
25%
25%
36%
App Download
Social
Sales/Promo
mCommerce
InMobi Internal Data
EXTEND TVC TO MOBILE VIDEO
vvPRE-ROLL vvINTERACTIVE PRE-ROLL
vvSTANDARD/ENHANCED BANNER
1 vvCLICK TO RICHMEDIA OR PLAYER
2 vvVIDEO INTERSTITIAL3
Promote Coupons / Promotions Example
Drive consumers in-store byfeaturing a coupon or promotion
31% of consumers would like tosee coupons to make more use ofmobile ads
Creative Options:Manufacturer couponsRetailer specific couponsQR code integration
Drive consumers in-store byfeaturing a coupon or promotion
31% of consumers would like tosee coupons to make more use ofmobile ads
Creative Options:Manufacturer couponsRetailer specific couponsQR code integration
INMOBI SHOWCASE VIETNAM: CLOSE UP VALENTINE PROMOTION
4
CloseUp Valentine on iPad
Landing Page – swipe left / right to see more picture4
CloseUp Valentine on iPad
Landing Page – swipe left / right to see more picture
INMOBI SHOWCASE VIETNAM: CLOSE UP VALENTINE WAP SITE
13
CloseUp Valentine
DANG KY CloseUp Store13
CloseUp Valentine
DANG KY CloseUp Store
INMOBI SHOWCASE VIETNAM: SUNSILK ARLEQUIN
3
Sunsilk Arlequin on iPad
Click to Landing Page 3
Sunsilk Arlequin on iPad
Click to Landing Page
EXTENDING TV: INMOBI SHOWCASE: EXPERIENCE THE PRODUCT
DOVEHAIR SOLUTION
WATCH VIDEO
Brand AwarenessAPAC REGIONAL WINNERBRONZE GLOBAL WINNER2012
Coupon Link to Site Game
Video Play Lead Gen Click to Share
Brand AwarenessAPAC REGIONAL WINNERBRONZE GLOBAL WINNER2012
IN-APP ADVERTISINGAPAC REGIONAL WINNER2012
SAMSUNG Galaxy S3
INMOBI SHOWCASE: HANDSET – ADVERGAMING/PRODUCTEDUCATION
Link to Site Game
Proprietary & Confidential
INMOBI & LEVI’S: ADVISE THE CONSUMER
Users are driven tofind the right Levi’s Fit
Users are driven tofind the right Levi’s Fit
Customize fit throughbody type questions
Customize fit throughbody type questions
The ideal Levi’s Fit isidentified!
The ideal Levi’s Fit isidentified!
Personalization: InMobi MAC “Share or Buy this Look”
www.inmobi.comwww.inmobi.com
Case Study: Titan
Titan launches its new watch collection in India on InMobi’smobile ad network
The ChallengeTitan launched a new campaignduring the festive season titled “StayNew”. This campaign also featuredthe new face of Titan - Katrina Kaifand the new product line that Titanhas introduced. As par t of thecampaign, it wanted to reach out toyoung audience and trigger them toexplore products most relevant tothem.Titan selected InMobi’s mobile adnetwork to create that experience andbuild awareness and considerationfor Titan’s newly introduced range.
The SolutionInMobi used a click-to-rich media adunit to drive consumer engagement.Consumers that clicked throughdisplay ad banners landed into amobile catalogue with a galler y ofwatches. The rich media ad enabledconsumers to swipe through thegallery. Consumers also had theoption of sharing their experiences onFacebook and Twitter. The campaign,targeting premium consumers, ran oniPhone, Android and Nokia N Seriesand E Series phones.
The ResultsThe vivid and interactive capabilitiesof the rich media galler y allowed thebrand to showcase multipleproducts. The campaign registeredmore than 29 million impressionsand a staggering averageengagement of 1 minute and 23seconds. The click-through-rate(CTR) of the campaign was nearly1.5x the industry average. InMobi’scampaign management team usedInMobi’s clickstream and analyticsdata to track post-click behavior ofcustomers and provide insights intoconsumer behavior.
ClientTitan Industries
TargetSEC A males and females in the24-40 age group
SolutionClick-to-rich media ad unit
ObjectivePromote Titan’s latest watchcollection
PlatformiPhone, Android and Nokia Nand E Series
Results1 minute and 23 seconds averageengagement
www.inmobi.comwww.inmobi.com
Case Study: Titan
Titan launches its new watch collection in India on InMobi’smobile ad network
The ChallengeTitan launched a new campaignduring the festive season titled “StayNew”. This campaign also featuredthe new face of Titan - Katrina Kaifand the new product line that Titanhas introduced. As par t of thecampaign, it wanted to reach out toyoung audience and trigger them toexplore products most relevant tothem.Titan selected InMobi’s mobile adnetwork to create that experience andbuild awareness and considerationfor Titan’s newly introduced range.
The SolutionInMobi used a click-to-rich media adunit to drive consumer engagement.Consumers that clicked throughdisplay ad banners landed into amobile catalogue with a galler y ofwatches. The rich media ad enabledconsumers to swipe through thegallery. Consumers also had theoption of sharing their experiences onFacebook and Twitter. The campaign,targeting premium consumers, ran oniPhone, Android and Nokia N Seriesand E Series phones.
The ResultsThe vivid and interactive capabilitiesof the rich media galler y allowed thebrand to showcase multipleproducts. The campaign registeredmore than 29 million impressionsand a staggering averageengagement of 1 minute and 23seconds. The click-through-rate(CTR) of the campaign was nearly1.5x the industry average. InMobi’scampaign management team usedInMobi’s clickstream and analyticsdata to track post-click behavior ofcustomers and provide insights intoconsumer behavior.
ClientTitan Industries
TargetSEC A males and females in the24-40 age group
SolutionClick-to-rich media ad unit
ObjectivePromote Titan’s latest watchcollection
PlatformiPhone, Android and Nokia Nand E Series
Results1 minute and 23 seconds averageengagement
INMOBI SHOWCASE: LUXURY – VIP EVENT INVITATION
LANCOMEMIDNIGHT ROSE.
Link to Site
Save Invite Video Play Click to Share
INMOBI SHOWCASE: AUTOMOBILE – LEAD GEN & BRANDING
NISSAN X-TRAIL
Coupon Link to Site
Store Locator Lead Gen Click to Share
TABLETS AS PRINT: COACH SHOPPABLE CAMPAIGN
Raise awareness of the productoffering and allow users to visitthe store locator and gift guidemobile site.
Double Digit %mobile users took action byshopping the new gift guide orfinding the store
Raise awareness of the productoffering and allow users to visitthe store locator and gift guidemobile site.
Double Digit %mobile users took action byshopping the new gift guide orfinding the store
Higher Conversions: Shopping, Banking, Lead Gen. 1.7X more likely to spend
SOCIAL PERFORMANCE & EARNED THROUGH MOBILE
DRIVE FANS/LIKESAPP INSTALLS ON FB
DRIVE FANS/LIKESAPP INSTALLS ON FB
SHARE AD MESSAGE/TVC/ INVITE/PROMOSHARE AD MESSAGE/TVC/ INVITE/PROMO
SOCIAL ACTION TOACCESS PROMO/INFO
SOCIAL ACTION TOACCESS PROMO/INFO
SHARE/TWEET/LIKEFIRST TO:
Download CouponDownload whitepaperAccess special promo
SHARE/TWEET/LIKEFIRST TO:
Download CouponDownload whitepaperAccess special promo
IN-AD LIVE DATA: InMobi SmartAds & IAB Rising StarFormats
WEATHERLOCATIONLIVE-DATA FEED
Reebok IPL: Track Engagement From Awareness to Purchase
Awareness
Favorable Opinion
Consideration
Shopping
Sale
Engagement Metric: Click-through of 1.75%
Engagement Metric: 50% tested both t-shirt styles,50% tried only one T-shirt style
Engagement Metric: 84.5% users downloaded coupon
Engagement Metric: 12% users used FB share feature>20% used shop locator
Engagement Metric: 3.5% of users entered store with coupon
Note: Engagement figures for “Sale” and “Shopping” purely indicative
