Download - MaxAxion Africa Sales Deck
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
“Nothing gets you closer to your consumers than mobile. Nothing”
You should care because: 1. Africa is a mobile first
society 2. Mobile Media is the
fastest growing mass medium around
3. Its’ not the phone that’s mobile – it’s the audience
4. Mobile makes your media budgets work harder
5. Its interactive and allows response at point of impulse
6. Mobile adds value at every stage of the path to purchase
Traditional ATL BTL
Direct / CRM
Digital
Social
• Service • Loyalty • Rewards • Social
• mCommerce • mCRM • Up-sell • Cross Sell
• Mobile Advertising • Direct Response • Permission Marketing
• Mobile Internet • Games • Branded Utilities • Community
Awareness Acquisition
Retention Growth
Mobile’s role in the path to purchase…
Mobile’s role in the marketing mix…
Delivers Mobile Mobile
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Its effective Offers reach at scale… Brands can Innovate with targeting Performance and engagement driven Premium and Mobile media Research shows, mobile delivers more value for money than traditional and online forms of advertising
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
66%
58%
49%
38%
15%
15%
13%
18%
Strongly Agree Somewhat Agree
Most users will tolerate mobile ads;
In Africa we’re much more positive towards them!
66%
46%
51%
30%
22%
17%
16%
21%
I'm happy to see ads on mobile websites as long as the websites are free
to access
I'm happy to share my location to get more
relevant services and offers
I'm happy to see ads in my appa as long as the
apps are free
I enjoy playing Advergames ( games that incorporate ads/brands)
66%
58%
49%
38%
15%
15%
13%
18%
Global Avg.
27%
41%
38%
42%
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Social Networking, 19%
Web or Email, 14%
Calls, 11% Texts, 15%
Apps, 15%
Music, 16%
Banking, 3%
Games, 4% Video, 3%
Nigeria 16% Kenya 18%
Nigeria 38% Kenya 16%
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying digital ads takes place within the ad exchanges, and by utilising a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences. Much like Paid Search, using DSPs allows users to optimise based on set Key Performance Indicators such as Effective Cost per Click(eCPC), and Effective Cost per Action(eCPA).
DSP’s are unique because they incorporate many of the facets previously offered by advertising networks, such as wide access to inventory and vertical and lateral targeting, with the ability to serve ads, real-time bid on ads, track the ads, and optimise. This is all kept within one interface which creates a unique opportunity for advertisers to truly control and maximise the impact of their ads. The sophistication of the level of detail that can be tracked by DSP’s is increasing, including frequency information, multiple forms of rich media ads, and some video metrics.
MaxAxion Powered by StrikeAd offers marketers access to one of the only mobile engineered mobile DSP’s globally!
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
• Huge mobile user reach working across exchanges and targeting relevant audiences
• Rich media and tablet options, campaign design UI, with control
• Deliver ads in different formats and smart campaign reporting
• Reduce ad spend and deliver greater ROI with brand safety
Click to Video
• Video Asset Capabilities
• CPI Pricing Available
Click to App Store
• Drive Physical Location Visits
Click to Map
• Track Call Duration
Click to Call
• Drive Website Traffic
Click to Site
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Africa Daily Impressions Android 151 M iOS 66 M Windows Phone 3.1 M Other 372.3 M *Site lists on request
Total Monthly Impressions: 17.7 B Average CPC: $ 0.12
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
ü Generic Targeting • Price • Creative Size • Product Category • Region / Micro Location /
Postcode • Day / Time of Day • Day of Week • Site Domain • Publisher ID • Site / Application • Content Vertical • Audience
ü Mobile Specific Targeting • Device Operating System • Series • iOS • iOS Application • Device Make • Device Model • Manufacturer • Telco Carrier • ISP • Cell / WIFI
Through our unique platform and partners, MaxAxion provides the ability to reach and engage niche audiences with enriched data and targeting capabilities
Rich Media & Creative
Audience Targeting
Brand Safety and Privacy
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 and >300Bn impressions possible this year in South Africa…
can deliver on this promise!
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Mobile Media Options…
Text Tags Voice Mobile Internet Permission Marketing
From Text, to Voice and Data - RAMP allows you to reach and engage your audience regardless of the type of phone they have, with billions of ad impressions each month.
Mobile is no longer monolithic – we can reach the entire pyramid – smartphones and data / or not
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
• Depending on the ad unit, a 40, 60 or 100 character text advert is placed at the end of the message or notification.
• Advertisers can include different forms of messages and calls to action, including: 1. Brand Message 2. Promotional Message 3. Click to Call 4. Click to Call Back 5. Click to Mobi 6. Click to USSD 7. Or simply drive consumers to
purchase or to store
• Media is booked in time slots and minimum blocks of 1 million impressions or more
• RAMP can assist with mobile advertising enablers to make your media budget work harder
Traditional Advert
Text Tag
Example
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
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Landing Page
Mobile Display Advertising Options…
• Mobile Internet is the channel most consumers in Africa experience the internet
• Mobile Display Advertising on premium properties like Airtel Live provides high volume, high conversion options for advertisers to reach a mobile audience
• RAMP offers a number of options to drive traffic to your mobile internet sites, including: • Text Ads • Static Display Ads • Animated Ads • Rich Media Ads • Tenancies
• Media can be booked on a CPM (Cost per thousand impressions) or CPC (cost per click) basis.
• RAMP can assist with mobilising your creative, content and campaigns
• Text Ads • Static • Animated • Rich Media
• Tenancies Mobile Web
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Response Database Voice
Advertising Options… • Hello Tunes
• Voice Messages
• Outbound Dialler + IVR
• Depending on the ad unit, a 10” 30” or 1 minute audio clip can be delivered to the audience. Ad units include: • Sponsored Hello Tunes which are played to
the caller while the call is waiting • Voice messages delivered to the
subscriber’s voice mail box • Voice calls to the subscriber which can be
extended with IVR applications and call switching to your call centre
• Advertisers can include different forms of messages and calls to action, including: 1. Brand Message & Jingle 2. Promotional Message 3. Options to:
• Connect to operator • Request a Call Back • Request link to Mobi • Request short cut to USSD
• Media is booked in time slots and minimum blocks of 1,000 to 100,000 calls per day
• RAMP can assist with adapting existing creative and mobile advertising enablers to make your media budget work harder
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
Think Mobile! RAMP and airtel allows the most cost effective, pervasive and engaging opportunity to reach your African audience!
Awareness
Reach millions of consumers through voice, data or text and promote your brand, message or product
Response Add a call to action,
track response and drive sales
Engagement Build a community around your brand and get deep insight into your audience
Voice • Triggered or Outbound Calls
• Interactive IVR • Click to Call • Call Backs
Internet • Banner Ads • Text Ads • Lead Generation
• Community
• Permission Based Outbound SMS • Bulk • Segmented • Personalised • Triggered
• Tagged Text • Awareness • With Call to Action
Data
Text
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Case Studies RAMP has run successful trials with our Operator Partners in Africa and the results are AWESOME!!!
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Case Studies Nigeria
Your recharge was successful. Ad: Apply for OIL&GAS JOBS, BANKING JOBS and ENGINEERING JOBS. Upload your CV on www.jobberman.com
OK
Airtel Service Notification
Your recharge was
successful.
Ad: Get the latest
local and international
news here –
www.wazoow.com
OK
Airtel Recharge Notification
Call to Action: Go to mobi
Your recharge was
successful.
Ad: Make your content
generate extra money for
you. Register as a tutor
today on www.tutor.ng
for your free trial.
OK
Airtel Service Notification
Objective: Awareness and driving traffic to mobile property
Target Audience: All users on Airtel Network
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Case Studies Nigeria
Your recharge of 500.00 was successful. To transfer funds and pay bills, dial *894# to register for Firstmonie from First Bank
OK
Airtel Service Notification
Join Peak Milk
Women's Forum on
Blackberry. Add our
BB pin: 2A4AC53C.
Win Gifts, Learn, Share
& Bond with others.
Courtesy Peak Milk
OK
MTN SMS Push
Reply
Target Audience: Blackberry users in Lagos and Oyo State
The habit of Hand
Washing is a habit
worth catching! Dettol
wants you to learn this
habit! Find out how
you can learn and
win BIG Visit
www.dettolghd.com
OK
MTN SMS Push
Reply
Target Audience: Smartphone Users capable of clicking to mobile web
Target Audience: All users on Airtel Network
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Case Studies
Commercial in Confidence. All Rights Reserved. MaxAxion 2014
Nigeria
Your recharge was successful. AD: Dress to impress – abovebeyond.com.ng
OK
Airtel Service Notification
Your recharge was
successful.
AD: From the Kitchen
to the Bedroom; give
your home the ultimate
treat www.KONGA.com
OK
Airtel Recharge Notification
Call to Action: Go to mobi
Your recharge was
successful.
AD: Looking for Jobs in
Nigeria, search here
http://jobs.wazoow.com
OK
Airtel Service Notification
Objective: Awareness and driving traffic to mobile property
Target Audience: All users on Airtel Network
Click on the link below and follow instructions to participate in the Dettol Hand Washing competition. www.dettolghd.com
OK Reply Case Studies Nigeria
The habit of Hand
Washing is a habit
worth catching! Dettol
wants you to
learn and WIN BIG.
Text ‘Y’ to participate
in the competition.
Text response is FREE
OK
MTN SMS Push with iSMS Reply
Reply
Target Audience: 18 to 35 male and Female
Response: 38.7% Engagement Rate
Reply
Text Rocks!
Washing
your hands too!
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Airt
el E
OC
N
Airt
el L
ive
Mob
i A
irtel
Liv
e W
eb
Campaign: Nokia Asha 500/503 Get Iced Launch of Nokia Asha 500 and 503 with in Kenya with “Get Iced” Swipe Snap Share SMS and mobile web game mechanic.
Operator Media Partner: Airtel
Media Sales House: MaxAxion Mobile Agency: SilverstoneCIS
960x341
400x260
399x202
252x214
240x84
267x202 277x202
SMS Ice to 20096 : Get Iced with Nokia -‐ Check out the new Nokia Asha 500/503 Dual SIM, play the game and win cool Nokia prizes! SMS Costs 1KSH. T&Cs Apply
160 Characters (No click)
http://lnq.in/ashaicemw
http://lnq.in/ashaicemw
Obj
ectiv
es
1. Drive mass awareness of product launch
2. Drive engagement with users on SMS and mobile web
3. Build a prospect and customer database
Med
ia
1. 160 Character Text Ads on End of Call Notifications (USSD)
2. Display Banners on Airtel Live Web and Mobile Channels
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
CASE STUDY Kenya
Exposure 13m Impressions delivered in 2 days.
31m impressions in total over 5 campaign days.
1 672 903
4 743 682
3 195 279 3 270 223
1 708 901
2 227 294
2 202 049
2 219 729 2 245 997
2 328 620
588 473
1 717 695
1 158 750 1 179 554
607 615
0
1 000 000
2 000 000
3 000 000
4 000 000
5 000 000
6 000 000
7 000 000
8 000 000
9 000 000
10 000 000
2014-04-01 2014-04-03 2014-04-08 2014-04-09 2014-04-10
Balance Enquiry EOCN Voucher Refill
Date Balance Enquiry EOCN Voucher Refill Grand Total
2014-04-01 1,672,903 2,227,294 588,473 4,488,670
2014-04-03 4,743,682 2,202,049 1,717,695 8,663,426
2014-04-08 3,195,279 2,219,729 1,158,750 6,573,758
2014-04-09 3,270,223 2,245,997 1,179,554 6,695,774
2014-04-10 1,708,901 2,328,620 607,615 4,645,136
Grand Total 14,590,988 11,223,689 5,252,087 31,066,764
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
CASE STUDY Kenya
Response & Engagement Value Exchange creates a conversation
SMS MO Responses
EO
CN
/BC
/VR
160 Characters (No click)
Use
r Act
ion
SMS ICE to 20096 R
eply
SM
S
Play the game, get iced and stand a chance to win cool prizes. Click http://lnq.in/ashaea to enter & check out the new Nokia Asha range of smartphones!
Eng
age
on M
obi
Smart and Feature phone ready mobi site where users can engage with the campaign.
1. Exposure/Activation 2. Reply 3. Response
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
CASE STUDY Kenya
Email: [email protected]
Visit: maxaxion.com
Call: +27 72 755 0425
Let’s Chat…
Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014