MaxAxion Sales Deck July 2014

moving mobile media in Africa

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014

Africa Reach

Established in February 2014 Footprint:

Cape Town Johannesburg Lusaka- Zambia Lagos- Nigeria

Management team:

Daniel Courtenay Nicolle Harding

We are a proud to be a B-BBEE Level 4 supplier


Supply Partners

Mobile Display

Mobile Messaging


Our Approach

customer insight

campaign objective

multi medium

performance management

Scie

nce

Art

campaign strategy

mobile Internet ad spending worldwide, by region, 2011-2017 (millions) 2011 2012 2013 2014 2015 2016 2017

North America $1,378 $4,279 $7,724 $12,031 $17,192 $22,999 $29,067

Asia-Pacific $1,770 $2,690 $4,143 $5,842 $8,120 $10,516 $13,061

Western Europe $780 $1,669 $3,589 $6,388 $9,199 $12,050 $15,184

Central & Eastern Europe $37 $71 $162 $273 $423 $609 $822

Latin America $41 $78 $150 $289 $482 $766 $1,196

Middle East & Africa $10 $21 $50 $86 $137 $219 $340

Worldwide $4,016 $8,801 $15,819 $24,908 $35,553 $47,160 $59,669

Note: includes display (banners, video & rich media) and search; excludes SMS, MMS and P2P messaging-based advertising; includes ad spending on tablets; numbers may not add up to total due to rounding Source: eMarketer, June 2013

The growth in moble advertising


2012 – 2018; in billions and % change

8,76 17,96

31,45

45,85

61,40

77,67

94,91 119,5%

105%

75,1%

45,8%

33,9% 26,5% 22,2%

0,0%

20,0%

40,0%

60,0%

80,0%

100,0%

120,0%

140,0%

0 10 20 30 40 50 60 70 80 90

100

2012 2013 2014 2015 2016 2017 2018

mobile internet ad spend % change

Note: includes display (banners, video & rich media) and search; excludes SMS, MMS and P2P messaging-based advertising; includes ad spending on tablets Source: eMarketer, March 2014

Mobile internet worldwide ad spending


15,37 76,07 183,57

327,28 493,91

654,07 795,89

905,26

2010 2011 2012 (E) 2013 (F) 2014 (F) 2015 (F) 2016 (F) 2017 (F)

Source: Forrester Research World Tablet Adoption Forecast, 2012 to 2017 (global) Note: 2010 & 2011 use finalised data; 212 to 2017 use estimated E = estimated; F= forecast

total worldwide installed base (figures in millions unless otherwise stated)

Tablets will pass 900 million installed users by 2017

The global gowth of tablets


Why mobile in Africa?

13% 18% 19%

1,3%

44% 45%

82%

111% 108%

60%

132%

106%

0%

20%

40%

60%

80%

100%

120%

140%

Asia Pacific Latin America Middle East Sub-Saharan Africa

Europe (EU27) North America

Fixed-Line

Mobile

47.8x

Globally moible penetration has reached 100%

Sub-Suharan Africa has a staggering 47.8% higher mobile internet penetration to fixed line broadband


Source: GSMA Intelligence

Data Speeds By Region

63k 32k

97k 146k

588k

273k

723k

855k

-

100 000

200 000

300 000

400 000

500 000

600 000

700 000

800 000

900 000

Africa Middle East Latam CIS

2013

2017

Africa 89%

Middle East 88%

LATAM 87%

CIS 83%

Percentage Increase 2013 to 2017





2G 3G 4G 2017

4,6%

5,9%

9,6%

12%

14,2%

39,3%

7,6%

17,3%

25,8%

Senegal

Nigeria

Tanzania

Ghana

Kenya

South Africa

SSA

Developing Markets

Global Ave.

3G Penetration Breakdown in 2014



Media exposure: The South African consumer

93% RADIO

80% TV

73% BILLBOARD

23% INTERNET

83% Have access to a

mobile phone

65% NEWSPAPER

6% PC

MaxAxion Mobile RTB Supply Partners Product Guide

RTB is about reaching the right person in the right place at the right time

Why RTB? RTB is the most efficient and cost-effective mobile advertising solution

driven through data-rich bid requests from mobile exchanges efficient understand what sites and apps are working and at what price transparent access tens of billions of impressions through multiple real-time supply sources

scalable

•  increased eCPM due to better targeting and utilisation

•  real-time means efficiency unmatched by other forms of advertising

•  automation means lower cost and effort

for sellers •  access to better targeted and more

effective inventory •  generate a higher return on

advertising spend (ROI) – driving agency success

•  improve results even further with ‘dynamic ads’

for buyers

Bidding process How we maximise the opportunity by selecting the best ad

1. User accesses app or mobile web page

1. Bid request is generated by

Exchange partner or Oscar bidder

1. MaxAxion enriches the user profile, establishes all valid ads for request and generates optimal bid request for ad

3. 3rd party data used to add location and demographic information to the bid request. Local partners BlueKai, Grapeshot & Proximity are currently being integrated


Targeting Combined targeting to drive improved results

Device: targeting based on manufacturer / model / device capabilities / device age

Connection: targeting based on the carrier / Wi-Fi information contained in the bid request

Content: targeting based on the type of app / site being used

Geo-tracking by country / state / DMA / postcode / latitude / longitude

Geo-tracking by POIs (such as airports / store locations)

Advanced targeting powered by geographically profiled audiences


device

time and date

ISP

connection app name, category

& ID location

DMP segments

Mobile-specific bidding parameters Mobile DSPs offer a unique capability to generate bids based on multiple parameters

Unlike conventional desktop-based campaigns, mobile DSP bidding is far more complex, using many more detailed parameters to target the right user in the right place at the right time

Transparency and trust Transparency and trust is an essential part of every campaign we deliver

MaxAxion only works with partners that use and work with a selection of carefully chosen partners to ensure that all campaigns are transparent and that we can be trusted 100% to act in the best interests of consumers and clients

•  Global blacklists employed against all campaigns for sites/apps identified as being inappropriate

•  Bespoke whitelists for sensitive brands

•  TRUSTe integration providing consumers with notice and opportunity to opt-out

•  Active participation in industry initiatives

•  Access to premium sites and apps through PMP integrations with Google, MoPub, Nexage and Rubicon *


Direct response campaigns Tracking integrations

Desktop adservers: Commonly used by agencies, our integrations with the big adservers allows centralised reporting of campaigns, plus the added benefit of post-impression tracking on campaigns running on mobile web

Mobile adservers: Commonly used to track app download campaigns, these solutions enable you to track and us to optimise towards not just downloads, but the actions that drive ROI such as in-app purchases


Creative production: Maxaxion works with a number of outsourced creative production houses to help you build creatives that will delight and engage with your target audience

Integrations: We are integrated with the leading rich media adservers, including Celtra, Simplytics (now Integral) and JustAd

Response: Our Celtra integration specifically allows you to optimise not just the expand, but also around the engagement that matters - such as a video view or a social like

Brand campaigns Rich media tracking

formerly Simplytics


Media Product Guide

This is a detailed document on Mxit Media Products with best practice and technical specifications to help you make the most of your advertising campaign

Real-time audience targeting

Age Gender

Device

Location

Operating System

Network


7.4 million monthly active users

6.5 million users in South Africa

Works on over 8,000 mobile devices

Chat | Connect with friends | Buy | Learn | Mxit Reach


Mxit at a glance


Top countries


Activity on Mxit


Who uses Mxit in South Africa? Core audience: 18 – 24 years old

LSM 6 – 8 with a geographic and ethnicity split reflecting the SA population

Ethnicity:

Black: 67%

Coloured: 21%

White: 8%

Malay/Indian: 4%


Multi-platform


Top devices

•  Full colour ad, like a glossy magazine cover •  Displays for 5-8 seconds at login •  Delivers strong call to action in clutter-free ad

space

•  Instant subscriber conversion with click functionality

•  CTR between 2 and 3%

Splash screen


•  Static, full-colour banner within 3rd party apps

•  Take advantage of high traffic properties

•  Great for direct-response advertising

•  CTR of 0.5%

Banner ads


Nothing will get your brand closer to its audience than MOBILE …

With more than 265m subscribers across Africa


Text Tag Advertising Options… •  Please Call Me’s

•  Missed Call Alerts

•  Service Notifications

•  End of Call Notifications

•  Recharge Notifications

•  Balance Checks

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

•  Brand Message •  Promotional Message •  Click to Call •  Click to Call Back •  Click to Mobi •  Click to USSD •  Or simply drive

consumers to purchase or to store


Mobile Display Advertising Options… •  Text Ads •  Static •  Animated •  Rich Media

•  Tenancies

Landing Page

Mobile Web


Voice Advertising Options… •  Hello Tunes

•  Voice Messages

•  Outbound Dialler + IVR

Response Database

Audience Database

Outbound Dialler IVR Number

Inbound Call

Answer

Ignore

Audio Message

Inbound Call

Dial 1

#

Interactive Voice


Email: [email protected]

Visit: maxaxion.com

Call: +27 72 755 0425

Let’s Chat…

MaxAxion Sales Deck July 2014

Marketing

Transcript of MaxAxion Sales Deck July 2014