fabrizio caruso opera
DESCRIPTION
The Treasure is in the Data - How Three International Brands Found Marketing Gold. Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummitTRANSCRIPT
Driving consumer engagement and brand favorability through sponsored data on mobile
Meet Opera Software
Founded in 1995, based on the idea that access to the web should be a universal right 1,000+ employees, 50+ nationalities, in 17 offices, in 15 countries worldwide 350 million+ users on mobile, desktop and TV browsers Working with leading Mobile Operators, OEMs, Content Publishers and Advertisers Passionate about breaking down barriers, so everyone can share in the power of the internet
Opera for Advertisers and Publishers
mobile site & apps
15K+ 500M+ Monthly unique
consumers
65B+ ad impressions/month
$500M+ Revenue Enabled in
2013
20 OF TOP 25 MEDIA COMPANIES AROUND THE WORLD USE OUR TECHNOLOGY
Global network
#1 mobile browser in Indonesia Top 3 in
India and South-‐East
Asia
0"10"20"30"40"50"60"70"80"90"100"
*Indonesian Mobile Browser Market Share
* http://gs.statcounter.com/#mobile_browser-ID-monthly-201204-201304-bar
• 50% of Indonesian online use Opera products
• Opera in top 3 for browser market share in SEA countries and India
Unlimited Browsing with Opera Mini with several tier-1 telco in Asia
Sponsored passes Rethinking your data offering
Sponsored web passes
Onboarding 1 Consumption 2 Expiration
3
Deliver real value giving something consumers love
*graphics for illustration purposes only
Onboarding
Storefront promotes sponsor branding
Advertiser branding highlighted on pass
User clicks on promoted banner or web pass line item to consume sponsored web pass
Upon selection of sponsored pass, user is greeted with an interstitial
User can engage with sponsor’s site (zero rated)
Full screen ad space that can require user engagement to consume data/content (Twitter follow, FB like, etc.)
Branding and engagement
*graphics for illustration purposes only
Consumption
Full screen interstitials keep user engaged during data/content consumption
Fed dynamically from Opera Mediaworks platform
Different creative for message reinforcement and reduced “banner fatigue”
Branding and engagement
*graphics for illustration purposes only
Expiration - Soft landings and upselling
On pass expiration or exiting the scope of the sponsored pass, the user is clearly notified
User can continue browsing as a paying data user on “out-of-bundle” data rates
Dynamic and different creative for message reinforcement and reduced “banner fatigue”
Branding and engagement
*graphics for illustration purposes only
Sponsor benefits
• Access to a significant audience through Operator marketing campaigns to promote sponsored web passes
• Brand awareness and unrivaled engagement - Unique opportunity to reach out and interact with users in a positive spirit.
• Brand association with Operator and Opera brand
• Delivery of actual value to consumers, not just delivery of an advertising message
• Innovation triggers PR and word of mouth – viral and social effects
Branding and engagement
© 2013 Opera Software ASA. All rights reserved.
Thank you! Fabrizio Caruso Senior Vice President, Asia [email protected] @fabriziocaruso
Sponsored web pass
Fully sponsored (free web pass)
• The end user receives free data and content access (web pass)
• The advertiser takes the cost of data
• Prominent branding and user engagement opportunities for advertiser
• Storefront branding
• Full screen Interstitial (Every X minutes of plan use)
• Highlighted advertiser branding
• Zero rated sponsor domain/micro-site
Levels of participation
*graphics for illustration purposes only