Mobile marketing in the Nigerian digital landscape: 2012 & 2013Webinar, Eskimi, 2012-12

Agenda1 Mobile vs. traditional web in Nigeria

2 Metrics to track mobile

3 Targeting on mobile social media

4 Opportunities for brands on social media

- mobile-only social network to meet new people- 10m members worldwide and 5m from Nigeria- 2nd largest mobile destination in Nigeria- 6th largest in Kenya

Eskimi has more than

5,000,000+ users in Nigeria alone,

300,000+ users in Kenya,

9M+ registered users across the world.

Eskimi members spend more than 50 minutes on site per day and generate 6 MB of traffic per user per month.

90% of customers from Nigeria use mobile and not web to access content and social networks.

Fast growth in Nigeria continues...

October 31, 201016,828 users

November 20st, 20125,401,127 users

During the past 18 months Eskimi has added more than 4,000,000 Nigerian users.

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Eskimi is No.2 mobile destination in Nigeria overtaking Google and Yahoo, according to Opera Report (most popular browser in Nigeria)

Source: http://www.opera.com/smw/2012/06

6 hours 6.5 hours

4 minutes

Source: http://bit.ly/OecdtU

17 minutes21 minutes

Eskimi users spend more than 6 hours per month using the product

Brand and product campaigns on Eskimi 2012

…and many others

Mobile vs. desktop web in NigeriaWebinar, Eskimi, 2012-12

MEDIA in Africa is MOBILE

90% of Eskimi users are mobile 81% Facebook users are mobile

THE MARKET

NIGERIAN DIGITAL METRICS

What we probably now:– 45 million internet users (!!! used ONCE)– Only 7 million have PC access– Only around 1 million own a PC– Probably only 3 million active monthly desktop web users– 100 million SIM cards in the market

What we really know! Facts:– 13 million monthly mobile internet users on Opera mini– Opera has 50% browser market share– 25 million monthly ACTIVE mobile internet users

MEDIA CHANNEL COMPARISON

– Inmobi has more than 1.5 billion impressions monthly on mobile

– Nairaland.com has 12 million impressions on web, 13 million on mobile

– Eskimi has 600 million impressions on mobile, and only 15 million on the desktop

MOBILE in Nigeria is 10 times bigger than

desktop

MOBILE in Nigeria is 10 times bigger than

desktop

Are you missing the opportunity?

Third party metrics for digital properties: whom to believe?Webinar, Eskimi, 2012-12

Tracks only ~5-10% of the whole digital market

Has 50% of the market on mobile

Can track mobile

No intelligence for Nigeria

Who is using mobile social media? Are they good audience?Webinar, Eskimi, 2012-12

MOBILE internet users in Nigeria represent

the TOP 10% of people by disposable income

(60%) 100 million have does not use mobile telephony

(20%) 35 million have very cheap, data non-enabled phones

(10%) 15 million have higher-end phones, don't use internet

(10%) 25 million use mobile data monthly and have income for that

MOBILE internet users in Nigeria represent the TOP 10% of people by disposable income

WHY?

Age City

Lagos 37.1%Ibadan 8.3%Abeokuta 5.5%Abuja 5.0%Benin-City 5.0%Port Harcourt 3.4%Ilorin 3.3%Warri 2.9%Akure 2.7%Other 26.6%

Youth (18-24) and Young Professionals (25-34) are the main audience. Lagos region has very high concentration of user but the rest are fairly evenly distributed across the country.

0-1712,3%

18-2447,4%

25-3433,5%

35-445,9%

45+0,8%

Eskimi users represent the TOP10% of Nigerian audience by disposable income

Eskimi represents one of the most active customer segments of Nigeria

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MaleGender

18-24Age

LagosCity

DiplomaEducation

Targeting layers available:

Female

25-34 ...

Abuja ...

HND ...

Additional layers can be created by performing surveys. Targeting canvery specific, e.g. "What bank card do you use?", "Do you drive a caror motorbike?", etc.

Ojo5,0%

Eti-Osa2,8%

LagosIsland13,5%

Ifako-Ijaiye5,7%

Agege8,2%

Alimosho12,0%

Ikeja14,6%

Kosofe4,5%

Oshodi-Isolo5,0%

Mushin4,1%

Somolu3,2%

LagosMainland7,4%

Surulere7,4%

Apapa3,3%

Ajeromi-Ifelodun1,7%

Amuwo-Odofin1,7%

Opportunities for brands on mobile social mediaWebinar, Eskimi, 2012-12

Eskimi business offering

AD NETWORK SOCIAL COMMUNITY

CREATIVE & RESEARCH

AGENCY

+ incentivized, using virtual currency

Digital media platform, targeting, branding

Main advertisement tools on Eskimi– Display advertisement– Incentivized display advertisement– Site take-over for branding– Incentivized external action (e.g. registration)– E-mails and phone numbers collection– App downloads– Branded gift campaigns– Splash / interrupt page– Co-branded messaging area– Research

– Targeting by age, location, gender, specific

Advertising in EskimiDisplay Advertising

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– Banner / rich text / text based advertising– Available in 90% of Eskimi pages, including Home Page– No more than 2 zones per page

Display Advertising

Advertising in EskimiIncentivized Display Advertising

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– Banner / rich text / text based advertising– Available in 90% of Eskimi pages, including Home Page+ Additional incentive in Eskimi Coins to the user in exchange for the click

Incentivized Display Advertising

Great for: increasing the CTR and delivering higher volumes of traffic in the same period of time.

Advertising in EskimiApp Downloads & Usage

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– Ads are used to promote app downloads– User is given an incentive (Eskimi Coins) to launch the app after download– Coins are given only if user launches the app

App Downloads & Usage

Note. This solution may require slight modification of the app.

Great for: increasing the launch rate of app downloads.Users usually download apps and forget about them. We ensure that they at least try the app after the download.Based on our experience, this solution ensures 6x better launch rate.

6X more launches

Advertising in EskimiEmails collection

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– Ads are used to promote the activity– Users are asked to provide their email addresses to the advertiser in exchange to a specific incentive in Eskimi coins– Providing of email address in most cases is performed in a single click, as Eskimi already has it and needs only the user's permission– Can be used for other user data, such as mobile phone number

Emails or Phone numbers Collection

Great for: building email address database quickly.

Advertising in EskimiSite Co-branding

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– Owning the tagline and your logo next to Eskimi logo in the Home Page– Association with free Eskimi Coins giveaway for every visit in that day

Site Co-branding

Great for: very high visibility campaigns, massive exposure.

Advertising in EskimiSpash Page

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Splash Page is shown while user is browsing Eskimi as an interrupt page. User can choose whether to click and visit advertisers site or continue browsing Eskimi.

Splash Page

Great for: high visibility campaigns, big exposure.

Advertisement

Have you already tried

Eskimi Cola?Find out more!

Skip

Advertising in EskimiCo-branded messaging area

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Messaging area is used by all users every day and is one of the mostvisited page. Messaging page is also the page where people spend mosttime, because they write messages.

Co-branded messaging area

Great for: high visibility campaigns, big exposure.

Driving engagement with social media: treasure hunt & photo competitonWebinar, Eskimi, 2012-12

Eskimi + Treasure Branding Campaign

How can we integrate a branding campaign with high engagement and time spend with the brand inside Eskimi?

By running a branded Treasure Hunt game.

Users have to browse Eskimi, find branded treasure icons, click on them and redeem Eskimi coins and other prizes!

Browse and find Eskimi COLA treasure and get Eskimi coins!

You have found Eskimi COLA treasure!

Eskimi COLA

Fresh Chewing Gum product introduction: treasure hunt

Campaign results

8m impressions served25'529 visits to Fresh Chewing Gum landing page

Confidential

Dettol: photo competition case studyIncentivized photo competition campaign flow, step 1

Campaign flow - photo uploadUser comes to branded Dettol photo competition page, where he reads competition rules and is pushed to upload photo & participate in competition

Confidential

Dettol: photo competition case studyIncentivized photo competition campaign flow, step 2

Campaign flow - Vote & ShareAll users are motivated to Upload & Vote for the contest participants, share and change their profile status, mentioning "Vote for me in Dettol game". Users are motivated to get more votes, votes transforms to real value - Eskimi Coins.

Confidential

Dettol: photo competition case studyIncentivized photo competition, photo upload

Campaign goalsCreate a flow of user generated content around the brand, incentivize the purchase of the product to win prizes, make the brand content viral through user voluntary sharing.Eskimi offeringEskimi offered branded photo competition Upload & Vote solution with viral spread together with the landing page optimization for mass market phones. 99% successful photos upload for mobile phones.All photos reviewed and verified by Eskimi moderation team.Viral spread and communication - vote and get Eskimi Coins. Users were sharing photos to collect more votes.

Confidential

Campaign results

19m impressions served10'629* Photos uploaded16% Photos upload rate

* not all photos were uploaded according to the rules "Hands, Water, Soap"

Eskimi fanclubs

case studies coming soon...

Summary1 Mobile is 10x larger than desktop web

2 Opera mini is for mobile, Alexa is for web only (10%)

3 Mobile social media can deliver deep targeting and represents TOP audience

4 Brands should balance traffic building and engagement campaigns

Further information

For any further information, please contact:

Vytas Paukštys, CEO

M: +370 633 00000 (LT)M: +44 208 144 7517 (UK)E: vytas@eskimi.comSkype: vytasx2