ADVAN DIGITAL MARKETING

Agenda

1

2

3

4

5

What is digital Marketing? Communication across electronic channels that

encourage interaction and sharing

Digital platforms mean much more

than „online‟

Global Landscape

Spend and Trends

Year on Year global advertising spend

growth

4.9% 5.0%

0.5%

4.1%

12.8%

3.7% 3.4%

-0.1%

2.4%

11.7%

2.7%

3.7%

-1.5%

2.9%

6.7%

-4.0%

-2.0%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

All Advertising TV PRINT Other Traditional Online

Global Europe US

2012 Online Spend projected at 18% of global ad spend ($83.2bn)

Online

opportunities are

changing the

game

Where is money spent online?

Spend Breakdown, 0

Search, 46%

Display, 21%

Facebook, 3%

Classified, 10%

Rich Media, 6%

Lead Generation, 5%

Em

ail, 1

%

In 2011, Search

still accounted

for almost 50%

of all digital

spend

This has been

consistent over

the years

Talking Search

Paid and organic search

What‟s interesting about display? Rich

media and video

Personalized web

Over 1 million downloads daily

Over 500m downloads worldwide - Apps

• Social Search (Approval rating)

– Recommendation to a friend (“WoM marketing”)

Google +1

+1 is a functionality that can be added to our corporate and activation sites

For now +1 is for search but will soon be used for content sharing

Lady Gaga launched her new album in

Farmville

Produced by 15

Trending, hashtags @#$

What do these all mean?

The Arab Spring

– social, mobile

and viral

What to look out for in the nearest

future

The Future of Digital - Integration

Apple is world's most valuable company after iPhone

frenzy drives record profits – a big contender

apps market is worth $7.68bn

apple owns 90% of paid apps revenue

Google may be the largest threat yet. They have the

strongest cross platform network bar none

NIGERIAN LANDSCAPE

Nigerian Digital Media

Landscape at a glance

Content, Search, Social and Facts

These lead browsing behaviour in

Nigeria

Mobile browsing has surpassed

desktop browsing for 3 months

running

Mobile usage is different for each

segment but youth usage is highly

social

Sophistication of top 10 handsets has

increased over the year

45m Nigerians online Top 20 most visited sites by Nigerians

Source: Alexa

0

50

100

150

200

250

300

350

400

Daily unique users (000)

Vanguard is the largest Nigerian Site

Twitter data is under represented due to media consumption methods.

E.g. Twitter apps on mobile etc.

Search is big - Google has the largest reach

Youtube is 5th most visited site

Digital landscape Implications

Mobile web keeps growing

Cost of android phones are on a decline

• Growth of android phone are rising

• Google purchased Motorola mobility last

year

Blackberry searches/ interest is strong

• in rural areas and semi urban – Kwara

Mobile web remains key

• Mobile Web is larger than PC Web, this will

increase

Android mobile applications to be a good

investment

• Mobile phones sophistication will increase

amongst lower market segments

Blackberry apps are important in the short

and mid term

Mobile Application Landscape in Nigeria

Mobile

Mobile usage is hugely

call related

Mobile chat services

are a hit

Mobile usage is

different for each

segment but youth

usage is highly social

Sophistication of top 10

handsets has

increased

How is digital consumed?

Rise of the Mobile Web

25

30

35

40

45

50

55

60

65

70

75

Jan 2010 Feb 2010 Mar 2010 Apr 2010 May 2010 Jun 2010 Jul 2010 Aug 2010 Sep 2010 Oct 2010 Nov 2010 Dec 2010 Jan 2011

Desktop Mobile

65%

35%

The mobile Internet is becoming the sole or

primary access method for many

• Recent studies show that for roughly 50% of African mobile internet

browsers, use this as the primary access method

Countries: Egypt, South Africa, Ghana, Nigeria, India, Indonesia, Thailand, China, US, UK and Russia

70%

59% 57% 55% 54% 50%

44%

32% 30% 25%

22% 19%

0%

10%

20%

30%

40%

50%

60%

70%

80%

% M

ob

ile

Bro

ws

ers

Mobile Internet Users Who Never or Infrequently Use the Desktop Internet

Emerging markets „mobile only‟ browsers

are mostly under 25

• In emerging markets like Nigeria, the vast majority of the „mobile only‟ are under 25,

the vast majority are male and many are in education.

76% 72%

42% 24%

24% 26%

58% 76%

0%

20%

40%

60%

80%

100%

Nigeria India UK US % M

ob

ile

On

ly G

en

era

tio

n

Mobile Only Generation

Under 24 Over 25

Countries: Nigeria, India, US, and UK Date: July- November 2010

Content, Search, Social and Facts These lead mobile browsing behaviour in Nigeria

• Over 50% of mobile browsers go to sites for downloading games and music

• Communication services such as social networking (FB) and email are

popular

• Almost half of respondents use search (Google)

55% 54% 52% 48% 46%

44% 43% 43%

35% 32%

30%

0%

10%

20%

30%

40%

50%

60%

% M

ob

ile

Bro

ws

ers

Top Genres of Mobile Internet Sites – Africa 7

Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal

Date: October 2010

2go Demographics

1,200,000 Lagos

560,000 Abuja

500,000 Rivers

450,000 Kaduna

350,000 Delta

3% 6%

46%

21%

11%

8%

5%

12 - 15 16 - 19

20 - 23

24 - 26

27 - 30

30 - 35

35+

9,0

00

,00

0 N

ige

ria

n S

ub

scrib

ers

Consumer Behaviour is changing

TV Video

Single

Use

Multiple

Use

Socialize Social

Networks

Phones Mobile

Devices

Source: TVB 2010, Knowledge Networks

Broadcast

messages Consumer

interaction

Guaranteed

reach

Highly

fragmented

Highly

targeted

Campaign

focused

Dominant

Ongoing

dialogue

Then now

Social influence on subsidy protests

Youtube, BB, Facebook – #OccupyNigeria

Engagement on the go, Social is mobile

Language evolution

Still Searching . . .

One thing remains clear

Content is king and Usability is

queen

Museum of Me

Strengths of digital

Increased Share of Voice Digital platforms are not as congested as traditional media channels

Better Targeting Tactical Response

Engagement and interaction More measurable

Set Back: Data Ownership

Do these ideas work locally?

Here are some case studies

Category

Insert Visual (s) here

Insert Visual (s) here Insert Visual (s) here

Product Femcare Sanitary Pad

Market Nigeria Timing 2009

• Consumer does not want to keep checking her protection every time.

• Drive new communication awareness of brands superior protection

• Recorded over 20,000 fans, 5 star post quality,

downloads of TVC, wallpaper and ringtone

• High consumer participation due to consistent

page management and content

Medium Digital

Budget $

Challenge

Results and Learning

Create a community of young ladies enabling them talk about hygiene

• Drive fan take-up

• Facebook page served as point of convergence for TG & their peers

• Extend the TVC online

Solution

Category Product Real Estate Real Estate

Market Nigeria Timing 2011

• Recruit HNIs willing to purchase Real Estate locally and in Dubai

• In the last 5 months the Nigerian ICM CPC is 17% less (avg) than the CPC for Nigerian Display

• Building 1 more ICM campaign on top of the 2 ICM campaigns they already have

‘High Quality Leads that Don’t Break the Bank”

Medium Digital

Budget $

Challenge

Results and Learning

• Lead Generation campaign based on recent browsing behaviour – Interest Category Marketing

• Reach Clients with Recent interest in Property to ensure relevant and effective advertising

• High Quality leads to give sales team best chance of conversion

• Target CPA to be met to guarantee campaign efficiency and ROI

Solution

How is it measured?

• Third party ad tracking online and mobile: e.g.

Doubleclick, SmartAdserver, eyeblaster

• Social ad monitoring, management and optimization tool

– Alchemy – Social pages have engagement and page interaction data – TAT, post “virality”, most viewed pages, external

referral sites etc

• When using multiple sites, it is important to use an ad-

server – One central location, eliminate reporting discrepancies; media audits

– Enjoy integrated reporting, consistent measurement, and a better understanding of customer interactions

with your brand across sites

– Understand the true reach of a campaign

– What happens beyond the click etc

– Post impression tracking