Agenda

• mKhoj Overview

• Creativity in Mobile Advertising• In Thinking - Use power of medium• In Design - Create engaging landing pages• In Analysis - Measure beyond impressions and clicks

• Some Examples

mKhoj - Current Snapshot

• Inching towards 2 Bn impression mark with runrate of 350 mn MoM.

• Besides India, active in APAC & Africa.

• Have executed 100+ mobile campaign.

• Most experienced mobile WAP advertising team.

Creativity in Thinking

Think for the medium

Know the Customer

No. of Users using WAP

67%

33%Top 20 citiesRest of all

Source: mKhoj Internal Survey

What are they browsing?

Source: mKhoj Internal Survey

Generate first level responses

Generate interest and create engagement

Create a mechanism for referral

Keep in touch

Creative Thinking - Define the campaign objective?

Broadcast the message

Did you know that Mobile allows you to use various tools

Click-to-Call Call the call center

Click-to-Video Watch the video on your phone

Click-to-Participate Contest to win goodies or generate leads

Click-to-Download Download branded/paid/unpaid mobile content

Click-to-SMS SMS yourself or your friend address or m-coupon

Creativity in Design

Design for the medium

Which handsets they are using?

Source: mKhoj Internal Survey

Mobile has unique form factor

• Screen is small - less is better then more

• Not all phone are same - use 80:20 rule

• Phone and computer are different -

• @ symbol• Long drop-downs• Field Validations

• Adapt the creative to the environment where person is viewing the ad.

Reebok Landing page example

HOMEBACK

HOME

Get a callback from Dhoni or Bipasha

Locate Nearest Reebok Store

Download Free WallpaperYour Move Story

+91-

DOWNLOAD

HOMEBACKClick on Any image to view

Creativity in Analysis

Analyse for the medium

What you cannot measure, you cannot improve• Move beyond Impressions, Clicks and CTRs -

advertiser needs more than this.

• Set expectation with clients - Yardstick of measurement

• Measure response and level of engagement - Bring objectivity into your campaigns

Track each and every interaction

10.2% 12.4% 6.2% 37.8% 15% 7%

Some Case Studies

Objective• Reach out to HNIs and Senior Management in India Inc, while

on the move• Drive registrations for the TEST Drive

Campaign CTR of 1.5% with a peak of 2.25%

4% of the visitors

registered for TEST DRIVE

Targeted only

Blackberry, HTC, Palm &

other Business Phones

Honda Accord Case Study – Automobile

Objective• Reach out to the YOUTH segment • Drive registrations for the TEST ride

Campaign CTR of 1.5%

9% of the visitors

registered for TEST ride

Targeted only High-

End Multimedia

Phones

Yamaha Case Study – Automobile

Lenovo Case Study – PC/Consumer Durable

Objective• Reach out to the YOUTH & working professional segment • Communicate the Idea-Pad 2+ offer (3-year warranty)

Lead-2-click ratio of 6%

Highest Conversation

rates as defined by Lenovo Lead

Management team

Targeted on Performance as well as

Premium Network

Reebok Case Study – Consumer Apparel Objective• Supplement launch of Reebok’s New Campaign called “YOUR MOVE”

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

10% users participated in

contest

9.8% subscribed for future promo

Results450,000 users

visited WAP site14% users

located storesAverage Page-

view per visit of 3.6

Impact

Abhay Singhal

abhay.singhal@mkhoj.com