The Mobizen World - 5 Elements you need to know was presented by Vikas Gulati, VP, Vserv at #imbsummits

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The Mobizen World
5 Elements you need to know
Vikas Gulati, VP SEA

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Smartphones are largest in the
“connected device ecosystem”

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1 BILLION
smartphones shipped in 2013

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Tablets
cannibalizing PCs…

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Wearables
beginning to take off…

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Welcome to the
“Mobified World”
or
what we call
“Mobizen World”

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Mobile creates equal
challenges and
opportunities

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Forces of “Mobizen World”
Voice
Video
Touch
Targeting
Transaction

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Deeper understanding
of these forces and their impact

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Voice

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Voice plays a large
role in
Emerging Markets

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CLICK-TO-CALL / IVR / HOT TRANSFER

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Impact of Voice on Mobile Ads
* Average Based on campaigns executed Vserv Exchage in 2013
1.9%0.6%
Avg CTR on
Standard Banner Ads
Avg. CTR on
Call Now Action Button
Click Here
Call Now
With Actual Click to
Call Conversion
Ratios @ 8.9%

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Video

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The next Reach Platform
TV vs Mobile Cross Platform Overlap
81%Use Mobile
While Watching TV
60%
Emailing
44%
Browsing
23%
Searching
42%
Social
Networking
`
25%
Searching

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Projected Mobile Data Usage
Worldwide demand, especially for video, will skyrocket
2011 2012 2013 2014 2015 2016
ALL MOBILE DATA
VIDEO
IN EXABYTES PER MONTH
5
10
Source: CISCO VISUAL NETWORKING INDEX 2011-2016

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Impact of Video Ads

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Impact of Video Ads
Video Analytics
48%
Watched 1/4th 37%
Watched Half
26%
Watched 3/4th
14%
Completed
9%
Went to Landing
Page
* Average Based on Campaigns executed on Vserv Exchange in 2013

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T
o
U C
H

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AN INTUITIVE ACTION

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Immersive Experience Driven by Touch

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Impact of Touch Based Mobile Ads
01:36 MINS
Approx. Time Spent
32% Avg. Engagement Rate
4.29% Avg. Conv. Rate
* Average Based on Campaigns executed in 2013

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Targeting

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Targeting Data is everywhere
From limited Internal Sources
of Data
To Relevant 1st & 3rd Party
External Sources

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Based on User’s Intent
Data Layer for Richer Targeting
APP Based on Mobile Content
 
Inclusion Exclusion Lists
{ Specific IP Pool }
Demographic
Targeting
Location Based
Targeting
And Much More
ARPU
WIFI / Carrier
OS, Device, Category

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Brand: Ford EcoSport
Partner Agency: Mindshare
• Campaign Type: CPC
• Duration: 7 Days
• Market: Pan India
• Campaign Idea: Ford geared up to launch its new compact
sports utility vehicle 'EcoSport‘ in India.
• Challenge: Demonstrate the features of the SUV in an engaging
and interactive manner to the prime prospects and drive
registrations.
• Targeting: Males who were in the 25 – 45 yrs age bracket using
Postpaid subscribers with Android and iOS devices.
• Solution: The eye catchy features were highlighted in the rich
media creative that was specifically targeted to the vehicles
target audience. All this leading them to register for a test drive.
• Results: Delivered a total of 1,381,463 impressions and 33,489
clicks with 2.42% CTR with around 600 users (1.8%) who
engaged and registered for a test drive.

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Transaction

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Source: Nielsen Smartphone Insights
Mobile = Purchasing Partner
44%
People browse product
via Apps & Mobile Sites
38%
People read online product
reviews via mobile
20%
People Purchase Via
Mobile
14%
People Scan a barcode
for further info

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Driving Change in Behavior
Consumer
Engagement /
Mobile Shopping
Consumer gets
Mobile Top Ups
(Mobile Currency)
Rewarding
Consumers for
Engaging with
Brand
SmartRewards

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MyEG - Leveraging SmartRewards to
drive change in Consumer Action

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Summary
Forces of “Mobizen World”
Voice
Video
Touch
Targeting
Transaction

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Maximize
Mobile
Mobile Ad Exchange across Emerging Markets