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Qustodian Demographics
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Audience Demographics
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Average age Men = 31.1
Average age Women = 30.4
London
Major Cities (pop: 280k+)
11.20%
37.20%
Other
Unemployed
Student
Self-employed
Retired
Homemaker
Employed - Part-time
Employed - Full-time
1.47%
3.83%
10.90%
6.73%
1.42%
5.75%
11.64%
58.08%
37% more likely to be in full-time employment:
Open-minded consumers: 98% have considered purchasing
something or providing details through our service
… 72% already have.
Male69%
Female31%
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Amazon Messages on Qustodian
November 2013
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“Justin Timberlake” on Amazon1. Qustodian Inbox 2. Intro 5. Redirect to Amazon
3. Video
3. Details
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“Raspberry Pi” on Amazon1. Qustodian Inbox 2. Intro 4. Redirect to Amazon3. Details
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“Searching for Sugar Man” on Amazon1. Qustodian Inbox 2. Intro 4. Redirect to Amazon3. Details
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Qustodian Introduction
November 2013
Try our service at: http://uk.qustodian.com
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What is Qustodian?
• Qustodian is a permission-based, engagement marketing service for mobile phone users
• Communicates over the mobile internet, independently of phone manufacturer and operators
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BrandsCustomers Qustodian Channel
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People set up profiles of their interests on their mobile phones and give advertisers permission to have conversations based on
those interests.
The User is King
Select Preferences Select Favourite / Least Favourite Brands
Direct Responses
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User value: “My Commercial Space”
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DISCOVER FIND
‘Snackable’ and valuable time-filler
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Qustodian User Experience
1. Download Qustodian from your App store
2.
3. Receive commercialmessages in a dedicated inbox - an “Adbox”
2. Create account and simple preferences
3.
4. Receive share of revenue earned by your interaction
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Modern Consumers
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24% been to cinema 3-4 times in last 6 months.
Tech-savvy, engaged, influential, young, urban. They are also enthusiastic, opinionated, they understand advertising and
branding, and realise they are empowered as consumers in the modern day.
55% have kids 52% don’t smoke.
37% would like to use British Airways for short-haul flights
…but only 24% do.
76% want more content delivered to their mobile.
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Types of CommunicationPremium, rich-media engagement ads
Personalised daily deals and vouchers
Preference & location based offers
Surveys and feedback messages
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Benefits for Advertisers
• Fully-opted in, profiled audience
• 50% + response rates• Rich media, flexible tools to
engage and entertain audience– Direct response questions for
customer insight– Qustodian manage creative,
campaign and reporting
• Pay by results:– No mobile communication costs– Measures every consumer interaction
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Marketing Director, top 10 media agency
Media planner, top 10 media agency
Qustodian have been very easy to work with and have delivered
undeniably strong results during a key period for Nivea for Men.
I have been using Qustodian for 8 months now and really like it. It
has been a journey of discovery of new things in a simple, engaging format. As a client, I see enormous potential
as the audience grows to deliver highly effective campaigns
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Selected Reference Brands
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Reference Media Agencies
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Qustodian Channel Partners
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Athletico Madrid FC
London Music Festival
Pepephone MVNO
Yorkshire Music Festival
Sport:
Festivals:
Charity:
Telecoms:
Media:Finance:
Partners sign up their audience to Qustodian then use it as a CRM channel and/or a new source of advertising revenue
© Qustodian UK Ltd 18
Contact: [email protected]: +44 20 3589 7231
Address: Qustodian UK LtdInnovation Warehouse, 1st Floor1 East Poultry AvenueLondon EC1A 9PT
Try our service at: http://uk.qustodian.com
John RobertsDirection
Amanda SingletonSales
David HuesoMarketing
Nick BaldwinOperations
Jamie AllenAffiliate Marketing
Qustodian UK
@qustodian
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Case Studies
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Qustodian Campaign
© Qustodian UK Ltd 21
Qustodian Campaign: L’Oreal
Country: UK
Published by: L’Oreal
Campaign: Free skincare sample.
Objective: Women 18+
Platforms: All (iPhone, Android, Blackberry and Windows Phone)
Campaign Description:
• “A call to action to request a free sample of L’Oreal BB 10 cream”
• Followed up with post campaign research as to why the users did / didn’t request the free sample cream.
Results
• Read by 46% of recipients• 46% of readers volunteered their
names and addresses to receive a free sample.
Post Campaign Research- 97% of users want to hear more
from L’Oreal- 97% of respondents want to try
other skincare brands.- 82% of non-respondents also
want to try other skincare brands
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Qustodian CampaignChannel 4 Television
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Qustodian Case Study: Channel 4
Results
Published by: Channel 4
Campaign: Ad break effectiveness
Objective: Deliver 450 complete surveys
from 18-34 year old adults.
Call to action:• Notify an audience of 18-34 year
olds of Channel 4 programme to be imminently aired (3 hours after)
Post tx research:• Post tx research to test
effectiveness of Channel 4’s premiere ad break format (Channel 4 presenter announces upcoming advertisement)
Call to action message:
• Read by 28% recipients within 3
hours of message sent.
• 487 re-directs to Fresh Meat
site
Post tx research message:
• Message read by 44% of
recipients
• 77% of readers answered the
survey within 24 hours of tx
• 32% of readers had viewed
relevant shows.
• Over 16% recalled specific
advert being researched.
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KLM – Message 1Destinations intro and voting mechanic
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KLM – Message 2 Semi personalised v generic copy
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Qustodian Case Study: KLM
Results
Client: KLM
Campaign: Semi Personalised Ad
messages
Objective: Maximise user engagement
with KLM and drive qualified traffic to KLM
site.
Message 1:• Notify Qustodian users who have
expressed an interest in travel of KLM’s short haul offers
• Ask users to vote on their favourite Short Haul destination
Message 2a:• Semi personalised message based
the user’s favourite destination.Message 2b:
• Generic message sent to users. Poll results and offer for winning destination.
Message 1:
• Read by 61% of recipients
• 1393 destination votes
Message 2a: Semi Personalised
• 82% of recipients read
personalised messaging
• 89% of these recipients clicked
through to KLM
Message 2b: Generic message
• Read by 61% of recipients
• 4% of UUs clicked through to KLM
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Qustodian CampaignUniversal Pictures - Savages
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Qustodian Case Study: Universal Pictures
Results
Published by: Universal Pictures
Campaign: Savages (test campaign)
Objective: Drive awareness of release
using A Call to Action Message.
Call to Action:• The day prior to release. A made for
mobile advertorial piece including a synopsis, trailer play and links out to exhibitor sites to purchase tickets
Call to Action :
• 56% engagement rate
• 19.5% CTR to official sites (88%
to official sites and the rest to
Facebook and Twitter)
• 12% CTR to exhibitor sites