Why Mobile?

Mobile In India
Current Reality

Whats Changing

Whats Expected
To Change

>800Mn phones
phones
>800Mn
(~600Mn unique
unique users)
users)
(~600Mn

Better cheaper
cheaper mobile
mobile
Better
handsets &
& tablets
tablets
handsets

Mobile Internet
Internet
Mobile
expected to
to beat
beat PC
PC
expected
Internet usage
usage in
in 2012
2012
Internet

>60Mn Mobile
Mobile Internet
Internet
>60Mn
Users
Users

Decreasing data
data costs
costs &
&
Decreasing
better speeds
speeds
better

Mobile Searches
Searches
Mobile
expected to
to beat
beat PC
PC
expected
searches in
in 2012
2012
searches

Increased shipments
shipments of
of
Increased
smartphones
smartphones

iOS ++ Android
Android data
data
iOS
usage will
will exceed
exceed all
all
usage
other mobile
mobile devices
devices by
by
other
2012
2012

>25Mn smartphones
smartphones
>25Mn

Mobile Vs. Other Media

812
Million active
Mobile Users

151
Million active
TV Houselhold

100
Million active
Internet Users

Penetration of mobiles much more than other media

Mobile Consumption Patterns

Source: InMobi, Decision Fuel - Mobile Media Consumption Research

30-40% of Media Consumed by TG is on the Mobile!

How Mobile Media Gets Consumed Today

Ap
ps
Mobile
Internet
Messaging
Voice
6

35mn
60mn
250mn
350mn

Content Choices

Sports
Gaming

Beauty/
Fitness

Messaging/SNS,
Music,

Astrology
Devotional

Cricket
Bollywood
Jokes & Shers
Contesting
Source: Affle 2010 consumer research

News &
Information

Mobile Videos
Classifieds
7

Why is mobile relevant?

Device is very personal

Lifestyle Oriented

Immediate needs can

be catered

Ease of Targeting

79% of smartphone
consumers use phones
to help with shopping

Targeting Possibilities
Handset/Age/
Gender/Location/
Interest areas/etc

Active Communication
medium

Under Initiated Medium

Users within reach 24*7

Enables effective &

interactive engagements
with users

Engagements - Click to
Call, Click to WAP, Click
to SMS, Add to
Calendar, Download
Video ringtone etc.

Ad features Helps
brands connect with a
vast user base

Add a mobile leg to your campaign with

About Affle

Smart Media For Smarter screens

Our Biggest Expertise
10

Affle| Mobile Advertising Touchpoints

MOBILE
MOBILE
INTERNET
INTERNET

MOBILE
MOBILE
APPLICATIONS
APPLICATIONS

VOICE
VOICE

MESSAGING
MESSAGING

Ripple
Ripple

Affle
Affle Digital
Digital Ad
Ad
Solutions
Solutions
Branded
Branded Mobile
Mobile
Applications
Applications

Affle
Affle Digital
Digital Ad
Ad
Solutions
Solutions
Branded
Branded Voice
Voice
Portals
Portals

SMS2.0
SMS2.0 Live
Live

Affle
Affle Digital
Digital Ad
Ad
Solutions
Solutions
Branded
Branded Mobile
Mobile
Internet
Internet
Destinations
Destinations

Next Generation Rich Media And

Video Ad Network

What is Ripple?

Ripple Value Proposition

Differentiated
Rich Media
Formats
Contextual and
Immersive. Enhanced
appeal. Higher
Engagement.

Unique Authoring
Suites &
Frameworks
Create-it-yourself rich
media ads including
HTML 5 formats

Intrusion
Minimized
Mute ads on default.
Bold options to exit
ad.

Detailed
Reporting
Capture engagements.
Get an accurate ROI
estimate.

Online Video & Rich media Ads

vs. Television Ads
More likely to search for a product for an ad I saw on online video than on a TV

63%

* The remaining respondents were Undecided

21%

Online video ads are more relevant

60%

25%

More likely to consider buying a product for an ad I saw on online video than on TV

57%

0%

10%

20%

30%

22%

40%

50%

60%

70%

80%

90%

Less Distracting, More contextual and a higher likelihood of

purchase Video advertising delivers the goods
Source : Affle IMRB Online Video Advertising Attitudes and Trends, Base: 315 Respondents, Market All India

100%

Online Video & Rich Media Ads

vs. Other Digital Ads
Seen
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Clicked

56%

55%
34%

32%

26%
16%

Streaming Videos

Sponsored link on Search

Video Ads over 2 Times

more remembered vs.
Banner Ads

Banner Ads

On user engagements,
video ads even beat
Search

Source : IMRB I-Cube Study 2011. Base : 3,900 respondents in 30 cities, Market India

Post viewing engagements with

Rich Media & Video
100%
90%
80%
70%
60%
50%

65%
50%
41%

38%

40%

31%

30%
20%
10%
0%

Video advertising suits all categories, as engagement actions

suited to varied sectors find acceptance with audiences
Source : Affle IMRB Online Video Advertising Attitudes and Trends, Base: 315 Respondents, Market All India

Global Stats

%: Interaction Rate - People completing interaction

post click
Time: Avg. Dwell Time on the interaction

Source: Medialets Mobile Rich Media Benchmarks Q1 2012

Source: Opera Software, State of Mobile advertising, Q2 2012

Source: Medialets Mobile Rich Media Benchmarks Q1 2012

Some Exciting Ad Formats

Cascade With
Animation

Cascade

Mist

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varies with
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Digital Ad Solutions

What Are Affle Digital Solutions?

What are Affle Digital Solutions?

Why Affle Digital Solutions?

Providing Customized Solutions
for brands
Generating greater ROI for
advertisers and partners
Seamlessly blending technology,
content and advertising
Building unique brand assets across
Mobile
Internet
Destination
s

Mobile
Applications

Voice
Solutions

Some Campaigns We Activated

For Case Studies, please visit our channel

SMS2.0 Live | Unique User Offering

Exciting social networking
services on your SMS
screen & more

Exciting services discovery

from your SMS screen
& more

Interactive rich content of your

choice on your SMS screen
& more

Enhanced Messaging functionalities

Emoticons, Colors, Secret SMS, Timed SMS &
more

MS 2.0 Live |User Experience- Content

Content on SMS2.0
Live

At the time of download, users asked for

their areas of interest
Users served INTERACTIVE & RICH content
on SMS2.0Live basis these areas of interest
Popular Content Categories include

The
SMS2.0
banner
Livestays
resides
while
as
The
While
interactivity
the message
Options
is
themessage
default ismessaging
being
being
on each
sent,
content
the Message
item
composed
applicationwithout
on the
would
Sending/Mess
be relevant
ageto
Sent
the
interfering
handset.with
A content
the SMS.
content
screens and
get could
replaced
lead
banner
The SMSbasis
is a regular
user choice
160
with
to Click
a Full
toScreen
call/ Know
visual
character
is servedmessage
to the user
that
more/
of theWAP/
content
Book
which
a test
eachhas
time
a lot
hemore
open his
drive/
could have
Add to
contextual
Contact/
SMS
interactivity/
app to read/
advertising
Calendar/ Bookmark
integrated
compose
personalization
a meassage

Cricket

Technology

Sports

Jokes

Business

Politics

Bollywood

& Many More

User Value Proposition: Free Content Of Choice

SMS 2.0 Live |User Experience Advertising

Ads on SMS2.0 Live

Available across all operators

Interactivity Options

SMS2.0 Live is created

like a mobile magazine
The
that
interactive
can
be browsed
menu
On
sending
the
These
menu
options
offline.
options
While
onto
the
most
ad will
message,
the
banner
could
lead
Click
toof
the
allow
times
theWAP/
the
users
user
tois
blows
up
into
aText
full
call/
SMS/
engage
served
a content
the brand
screen
ad
with
the
Box/
Addwith
to
Contact/
banner,
in multiple
ways
is
advertiser
message
Calendar
/ he/she
Bookmark
served an ad banner
sometimes

Click to Call

Click to WAP

Click to SMS

Add to Calendar

Add to
Phonebook

Add to
Bookmarks

Targeting Parameters
Geography

Handset Type

Age

Gender

Areas of Interest

Operator

Reaching Over 5mn users across feature phones

The Affle Edge

What Affle brings to the table

The experience of delivering exciting &
differentiated campaigns for over 250 brands
A bouquet of rich media formats and ad
solutions that help brands reach their TG
A team that understands brands & delivers
solutions for maximum impact
Strategically aligned businesses to deliver
maximum value for advertisers

The Affle Edge: Targeting the Right User

Target By Handset
Type

Target By
Operator

Target By
Geography

Target By
Demographics
Age/ Gender

Target By Interest
Area

Target By Time

Non intrusive yet relevant advertising for consumers

Insightful Reporting

Impressions

Clicks

CTRs

Social & Other

Engagements

Time spent

Interactions

Granular reporting in a single screen interface

Some brands mobilising their

campaigns with us

To make your advertising smarter

Contact
indiabiz@affle.com