Mobile Internet in APAC – Unique Campaign

Strategies

Abhay Singhal

Co-founder and Head, Global Ad Sales

mKhoj

•Over 600 Publishers | 150+ Advertisers | 1.5 Billion+ Ads /month

•Focused on APAC and Africa

•In-house creative teams to work with agencies and advertisers.

mKhoj – a Mobile Advertising Marketplace

Objectives• Create BUZZ about the launch in first week of campaign activation

• Drive pre-bookings for the phone before it hits the market

Campaign CTR of 2.3% across

TEXT & BANNERSWAP site was designed to drive

engagement and interaction

with XPERIA through:

• Mobile Video Viral (feels

incomplete)

• Demo Videos

• Application & Wallpapers

To increase the viral marketing

impact, the booking form had

an "Inform Friends" tool

• Users Downloading XPERIA

Booking

• Users Downloading XPERIA

Application – 14.41%

• Download/Click Ratio for

XPERIA Wallpapers –

33.17%

• Video View Ratio – 7.34%

• Booking to Click Ratio –

0.4%

• Percentage of Users

INFORMING Friends about

Booking – 84.5%

Case Study – Sony Ericsson

Objective• To reach out to YOUNG Male audiences & build RECALL

• Create WOW amongst prospect group through Images, Videos Reviews of OWNERS of FZ16

Campaign CTR of over 1.3%

across TEXT & Banners with a

peak of 6.6% for BannersmKhoj Designed a WAP

site which allowed

prospects to learn more

about the BIKE thru –

•Review Videos of FZ16

Owners

•FZ16 Wallpapers

•Bike Tips

mKhoj also provided

REFERRAL to get FREE

Word of Mouth

• Users Downloading • Users Downloading

Yamaha TVC – 9.54%

• Views of REVIEW Videos–

6.15%

• Wallpaper Downloads –

6,206

• Users REFERRING Friends

– 1%

• %age of Referees Visiting

the Campaign Site – 18%

• Users accessing

Showroom Locator –

6.82%

Case Study - Yamaha

Objective• Supplement launch of Reebok’s New Campaign called “YOUR MOVE” on Mobile and

engage with the TG through Contests & Reebok’s Mobile Merchandise

Case Study - Reebok

Campaign CTR of over 2.3%

mKhoj Designed a WAP

site which allowed–

• Celebrity Engagement

• Contest and gratification

• Peer to peer engagement

•Customer Relationship

Management

450,000 users visited WAP

site

14% users located stores

Average Page-view per visit

of 3.6

10% users participated in

contest

9.8% subscribed for future

promo

• Big spenders on advertising across geographies.

• First time digital advertisers. Took a lot of time to convince.

• Mobile has now become standard part of media plan.

• Client Media agencies far more receptive to integrating mobile

advertising as part of the campaigns.

Common things across all campaigns

• Conceptualize local campaigns

• Execute with local lay of land in mind.

• Associate with cultural context.

• Measure to demonstration of Success.

Why do we think these campaign worked?

• Mobile penetration is far ahead of PC and Internet penetration.

• Smart phones are still a distant dream.

• Young Users (15-25 Yrs) are the most dominant consumers of mobile

internet.

• High consumption – low (or no !!) local content generation.

• PC internet isn’t a well adopted advertising medium.

How APAC is different?

• Educate brands and advertisers

• Empower ad agencies with education, technology and experience.

• Create local case studies

• Encourage local inventory generation through effective monetization.

Approach to grow the mobile advertising ecosystem?

Thank you

Abhay Singhal

abhay.singhal@mkhoj.com