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MOBILE CUSTOMER DISCOVERY Khamir Bhatia
AUGUST 2010
1. WHY MOBILE
2. WHY INMOBI
3. ADVICE AND AVOIDANCE
4. ???
TODAY’S4DISCUSSION
WHY MOBILE1THE CONSUMER REVOLUTION
PERFORMANCE
SEARCH800M
MEDIA’S HISTORICAL TRADE-OFF
CREATIVEIMPACT
WEB1.4B
PRINT500M
MOBILE2005
MOBILE900M2010
TV1.5B
Sources:1. eMarketer Q1 20102. comScore Media Metrix Q1 2010
10x NEWSPAPERSOVER 2x TVNEARLY 3x THE WEB
GLOBAL MOBILE DEVICE SALES
800 MILLION PHONES ARE INTERNET ENABLED
Sources:1.eMarketer Q1 2010
1.5 bnTV Worldwide
1.4 bnInternet Users Worldwide
Daily newspapers Worldwide
480 mn
4 bnMobile phones worldwideHalf the population of the planet
PERFORMANCE
SEARCH800M
CREATIVEIMPACT
WEB1.4B PRINT
500M
MOBILE2005
MOBILE800M2010
TV1.5B
MOBILE2015
~5 BILLION
THE MOBILE ADVERTISING REVOLUTION
Sources:1. eMarketer Q1 20102. comScore Media Metrix Q1 2010
MOBILE
INTERNET
SEARCH
TV
RADIO
REACH IMPACTCREATIVE
VIRAL PERFORMANCE
GOOD OK NOT SO GOOD
MEDIA PERFORMANCE COMPARISON
STARTS ADOPTIONSTARTS ADOPTION
3G3GCREATES ADDICTION
INFLECTION POINTS
ARE BEING REACHED
IN ALL REGIONS
CREATES NEED
THE MOBILE REVOLUTION
BY 2014, TOTAL MOBILE PHONE USERS WILL BE 6.5 BILLION WITH 2.75 BILLION (~43%) USING 3G
3G PENETRATION IS A KEY INFLECTION POINT, 2010 IS THE YEAR GLOBALLY
3G
+ U
SE
RS
(M
M) 3
G+
PE
NE
TR
AT
ION
Source: Morgan Stanley State of Mobile Nov 2009
MOBILE WILL BE THE MAJORITY OF CONSUMER CONSUMPTIONM
ON
TH
LY
PA
GE
VIE
WS
(M
M)
DEVELOPED MARKET CASE STUDY: JAPAN
Source: Morgan Stanley State of Mobile Nov 2009
WHY INMOBI 2WE’VE SEEN THE PRESENT
THE LARGEST INDEPENDENT MOBILE AD NETWORK
Funded by Kleiner Perkins Caufield & Byers and Sherpalo Ventures.
ESTABLISHED GLOBAL MOBILE PLAYER
150+ EMPLOYEES PROVIDES LOCAL SUPPORT
WE’VE SEEN THE PRESENT
San Francisco, Singapore, London,Japan, India,South Africa
Over 21.2 Billion impressions monthly
in 115 countries.
MOBILE EXPERTISE MATTERS
Mobile is the ONLY screen in emerging
markets. We started there and are here
now.
THE INMOBI STORY
RAPID GLOBAL EXPANSION
420 MILLION
20.3 BILLION
MONTHLY IMPRESSIONSJANUARY 09- TODAY-
ADVERTISERSJANUARY 09-TODAY-
100
2000PUBLISHER PARTNERSJANUARY 09-TODAY-
500
5,000 OFFICES
JANUARY 09-TODAY-
3
7COUNTRIESJANUARY 09-TODAY-
8
115
WHO WE ARE
THE MOBILE ADVERTISING
PAST…NOT USTHE MOBILE ADVERTISING
PRESENT AND FUTURE
A SELECTION OF PARTNERS
PLUS DOZENS OF TIER ONE APPS
Yamaha FZ-16
04/18/23 16
Objectives•Build brand recall of the brand•Drive purchase intent of FZ-16 model Yamaha bikes•Target young males with high probability of purchase intent
Solution•Provide multiple methods to learn more about FZ-16 improving interest and increasing brand recall •Free wallpaper downloads of FZ-16 images •Video landing page featuring TV commercial•Viral video sharing of review videos by owners of the bike
Yamaha FZ-16
04/18/23 17
Key Results•Average CTR of 1.3% with peak of 6.6.% CTR for banner ads•Of the users that clicked through
• TV commercial downloads 9.5%• Review videos downloaded 6%• Stores located 6.8%
Reebok - Premier League
04/18/23 18
Objectives•Increase publicity of brand and associate it with creativity and innovation•Drive up purchase intent of merchandise
Solution•Wallpaper downloads of jerseys which could be sent to friends to show team support •Gift A Jersey option and Refer A Friend to drive more engagement with other users
Reebok - Premier League
04/18/23 19
Key Results•Of the users that clicked through
• Jersey wallpapers downloaded 53%• Other wallpapers downloaded 41%• Stores located 14.6%• SMS sent 1.8%
SOME OF THE BEST COMPANIES OF INTERNET ERA REACHED ABOUT 40-50 MILLION USERS IN ABOUT 20Q; FB REDEFINED THAT!
Use
r R
each
(M
M)
PERSPECTIVE ON OUR GLOBAL REACH
IN JUST 9QS, INMOBI’S OBTAINED THE SAME REACH FACEBOOK ACHIEVED IN 20Qs
Use
r R
each
(M
M)
MUST BUY GLOBAL REACH
185 MILLION CONSUMERS;
2.3 BILLION IMPRESSIONS MONTHLY
2.5 BILLION IMPRESSIONS
2.8 BILLION IMPRESSIONS
1.8 BILLION IMPRESSIONS
11.5 BILLION IMPRESSIONS
514 MILLION IMPRESSIONS
700 MILLION IMPRESSIONS
IN-BANNER SEARCH
REACH WITH IMPACT
LOCAL SEARCH
EXPANDABLE
VIDEO
FULL SCREEN
24
Contextual
Country
City
Carrier
Handset
Demographic
OS
Time of Day
That’s 1.17e+19
targeting options
Millions of targeting options exist.
WE PROVIDE YOU CONTROL OVER YOUR PERFORMANCE
REAL TIME, AUTOMATED, 24/7 REPORTING
How It Works
ADROIT™ TRACKS ROI BY CREATIVE
INMOBI ADVANTAGES
ALL WITH AN ETHOS OF SUPPORT & PARTNERSHIP
WHAT MAKES US DIFFERENT – In a nutshell
Advice & Avoidance 3MAKE THE MOST YOU CAN
9,000 DEVICES GLOBALLY
FOCUS ON YOUR ADS; LET AD NETWORKS WORRY ABOUT TARGETING IT
TARGETING
THINK CONSUMER NOT PLATFORM
OUR MOBILE TECHNOLOGY EXPLAINED:
USER KNOWLEDGE
CONSUMER TARGETS
CONSUMER TARGETS
1. TARGET WITH YOUR KNOWLEDGE OF THE CUSTOMER
TARGET WHO WE KNOW FOR SURE.
TARGET WHO WE KNOW FOR SURE.
TRACK FEEDBACK AND OBTAIN MORE DATA.
CONSUMER TARGETS
2. SERVE ADS TO OBTAIN ANONYMOUS USER DATA
CONSUMER TARGETS
3. SMART MATH MODELS OTHERS LIKELY TO FIT YOUR TARGET
MODEL CONSUMERS WHO FIT THE TARGET.
TARGET WHO WE KNOW FOR SURE.
TRACK FEEDBACK AND OBTAIN MORE DATA.
CONSUMER TARGETS
4. COMBINE THESE LOOK-ALIKE MODELS WITH OUR SCALE
MORE FEEDBACK AND MORE DATA…
MODEL CONSUMERS WHO FIT THE TARGET.
TARGET WHO WE KNOW FOR SURE.
TRACK FEEDBACK AND OBTAIN MORE DATA.
5. MOBILE CUSTOMER DISCOVERY
CONSUMER TARGETS
MORE FEEDBACK AND MORE DATA…
MODEL CONSUMERS WHO FIT THE TARGET.
TARGET WHO WE KNOW FOR SURE.
TRACK FEEDBACK AND OBTAIN MORE DATA.
SALES &
TARGETED
REACH
CUSTOMER DISCOVERY
YOUR TARGET
1. MAINTAIN TARGETED REACH
2. DISCOVER NEW SEGMENTS
BENEFITS: TWO OPTIONS
OTHER NETWORKS
YOUR TARGET
Targeting Is A Guideline, Not A
Rule. Retain the Value of Mobile.
Media planning is an indirect science.
Most media are a one-to-many approach.
Mobile is a one-to-one advertising technology.
We Learn On Our Dime, Not
Yours. Brand Impact is Free of Charge.
Avera
ge D
elt
as
*SOURCE: Dynamic Logic Mobile Campaign AveragesCourtesy: Milward Brown
Mobile Averages
Internet Market Norms
Ave
rag
e D
elta
sMOBILE IMPACT ON BRANDS
PROTECTING THE CONSUMER EXPERIENCE IS KEY
ServerServer
Server
SUCCESSFULLY SERVING ~ 5,000 ADS PER SECOND GLOBALLY INMOBI: DECISIONS IN < 20 MILLISECONDS THEM: SLOW, RULE-BASED, UNSCALABLE
MALE
AGE 28
SPORTS
DATA
IPHONE
DATA
DATA
DATA
DATA
MALE ?
AGE 25 TO 34 ?
IPHONE USER?
SPORTS?
SINGAPORE?
??
NEW YORK
MEASUREMENT
TAKE CONTROL OF PERFORMANCE
THE $6b BIRTH OF THE INDUSTRY: 2005 TO 2009
PUSH BASED SMS & TEXT MAINLY CONTENT PLAYERS MARGINAL CREATIVE IMPACT
THE $40bMOBILEAD LIFECYCLE:2010TO 2013MATURING TECHNOLOGY ENGAGING CREATIVE COMBINED WITH DATA
CREATING CREATING DATA INPUTS DATA INPUTS IS THE KEY. IS THE KEY.
CREATIVE CREATIVE WHICH ADS ARE WHICH ADS ARE
WORKING?WORKING?
WHAT IS THE RESPONSE?WHAT IS THE RESPONSE?
MEASUREMENTMEASUREMENT WHAT CAN I LEARN WHAT CAN I LEARN
(E.G.MORE DATA)? (E.G.MORE DATA)?
AD SERVINGAD SERVING
TARGETING TARGETING WHO IS TYPICALLY MY WHO IS TYPICALLY MY CUSTOMER?CUSTOMER?
AD NETWORKS LOOK LIKE FOUR DISCONNECTED FEATURE SETS TODAY
CONNECT CONNECT THEM TO ONE THEM TO ONE
ANOTHER ANOTHER
CREATIVE CREATIVE WHICH ADS ARE WHICH ADS ARE
WORKING?WORKING?
WHAT IS THE RESPONSE?WHAT IS THE RESPONSE?
MEASUREMENTMEASUREMENT WHAT CAN I LEARN WHAT CAN I LEARN
(E.G.MORE DATA)? (E.G.MORE DATA)?
AD SERVINGAD SERVING
TARGETING TARGETING WHO IS TYPICALLY MY WHO IS TYPICALLY MY CUSTOMER?CUSTOMER?
CREATE A CREATE A REAL-TIME REAL-TIME FEEDBACK FEEDBACK
LOOPLOOP
CREATIVE CREATIVE WHICH ADS ARE WHICH ADS ARE
WORKING?WORKING?
WHAT IS THE RESPONSE?WHAT IS THE RESPONSE?
MEASUREMENTMEASUREMENT WHAT CAN I LEARN WHAT CAN I LEARN
(E.G.MORE DATA)? (E.G.MORE DATA)?
AD SERVINGAD SERVING
TARGETING TARGETING WHO IS TYPICALLY MY WHO IS TYPICALLY MY CUSTOMER?CUSTOMER?
OPTIMIZE OPTIMIZE BASED ON BASED ON RESPONSERESPONSE
CREATIVE CREATIVE WHICH ADS ARE WHICH ADS ARE
WORKING?WORKING?
WHAT IS THE RESPONSE?WHAT IS THE RESPONSE?
MEASUREMENTMEASUREMENT WHAT CAN I LEARN WHAT CAN I LEARN
(E.G.MORE DATA)? (E.G.MORE DATA)?
AD SERVINGAD SERVING
TARGETING TARGETING WHO IS TYPICALLY MY WHO IS TYPICALLY MY CUSTOMER?CUSTOMER?
AN AN INTEGRATED, INTEGRATED,
SELF-LEARNING SELF-LEARNING NETWORKNETWORK
YOUR MEDIA EXPERTISE, OUR TECHNOLOGY
CREATIVE CREATIVE WHICH ADS ARE WHICH ADS ARE
WORKING?WORKING?
WHAT IS THE RESPONSE?WHAT IS THE RESPONSE?
MEASUREMENTMEASUREMENT WHAT CAN I LEARN WHAT CAN I LEARN
(E.G.MORE DATA)? (E.G.MORE DATA)?
AD SERVINGAD SERVING
TARGETING TARGETING WHO IS TYPICALLY MY WHO IS TYPICALLY MY CUSTOMER?CUSTOMER?
TARGETING CHANGE DATA FEEDBACK LOOP INTRODUCED
ROI Optimization: The CreativeADROIT™ ACHIEVED ~40% REDUCTION IN CPAC
ost
Pe
r S
ub
scrip
tion
Mobile generates millions of targeting, creative, and
measurement options. No Dumb Beacons.
WORKING TOGETHER
WE MAKE IT EASY TO TRY
TRIAL CAMPAIGNS
INMOBI SUPPORT
IN CLOSING 4CAREER COUNCELLING
THE FIRST MOBILE ENTHUSIAST - JOHN WANAMAKER
“HALF THE MONEY I SPEND ON ADVERTISING IS WASTED; THE TROUBLE IS I DON'T KNOW WHICH HALF.”
JOHN WANAMAKER
1838 -1922
JOHN DIDN’T HAVE IT SO BAD?
MOBILE TECHNOLOGY WILL HELP
MOBILE TECHNOLOGY WILL HELP
Mobile
MOBILE TECHNOLOGY WILL HELP
Mobile
Mobile
MOBILE TECHNOLOGY WILL HELP
Mobile
Mobile
Mobile
Understand Mobile and Leverage it’s Revolutionary Technology.
Job Security.
Make John proud. Be one of the people that knows which half.
THANK YOUMOBILE CUSTOMER DISCOVERY
Khamir Bhatia