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MaxAxion is a mobile supply company that specializes in finding mobile solutions for brands in Africa!
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moving mobile media in Africa
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
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Supply Partners
Mobile Display
Mobile Messaging
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Our Approach
customer insight
campaign objective
multi medium
performance management
Scie
nce
Art
campaign strategy
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
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
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
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 moible 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
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?
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?
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
MaxAxion Mobile RTB Supply Partners Product Guide
RTB is about reaching the right person in the right place at the right time
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
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
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
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
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
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
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
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
Real-time audience targeting
Age Gender
Device
Location
Operating System
Network
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
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Top countries
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Activity on Mxit
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 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
Multi-platform
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Top devices
• 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
• 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
Nothing will get your brand closer to its audience than MOBILE …
With more than 265m subscribers across Africa
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 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
Mobile Display Advertising Options… • Text Ads • Static • Animated • Rich Media
• Tenancies
Landing Page
Mobile Web
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 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