Published on March 7, 2014
M-MARKETING Short Story - XL Axiata Version adreach.co Twitter: @xladreach | e-mail: firstname.lastname@example.org
EXECUTIVE SUMMARY XL Axiata M-Marketing 2013 Stories The following data and information are for public consumption released by AdReach, XL Axiata M-Advertising Business Unit and therefore may not reflect directly or indirectly to XL Axiata operational as Mobile Network Operator. AdReach is an independent network and digital media aggregator operating under XL Axiata an MNO based in Indonesia. AdReach serves advertisers, publishers and agencies in delivering Mobile and Digital Advertising to telecom operators’ subscribers (XL, Telkomsel, Indosat) and internet media channels. adreach.co Twitter: @xladreach | e-mail: email@example.com
Herwinto Ch. Sutantyo Brands building since 1993 Telecom & IT sectors since 1998 Digital Creative Advertising since 2002 Educated & trained as Graphic Designer adreach.co Twitter: @xladreach | e-mail: firstname.lastname@example.org
INDONESIA MOBILE ADVERTISING Critical Milestones (XL Axiata version) 2012 X 04.2013 11.2013 01.2014 XL Axiata dropped SMS Bulk/ Broadcast from MAds inventory Multi-Telco Collaboration. Multi-Network DSP & Mobile RTB implemented at XL Axiata Xtra - Opt-in Mobile Advertising subscribers reached 11.5 million (XL) Z XL Axiata implemented KYC (Big Data) for Advertising 01.2013 Q Indofood Pop-Mie Campaign O w 6 Mobile Advertising for SME/UKM launched. 08.2013 adreach.co 7 XL Axiata as COE for APAC Regional MAdvertising. b Ads for SME grew 1568% Brand Endorsed Telecommunicat ion Package 12.2013 03.2014 Twitter: @xladreach | e-mail: email@example.com
INDONESIA MOBILE ADVERTISING 2013 Overview (XL Axiata) INDUSTRY SERVED CAMPAIGN TYPE MARKET SIZE Top 4 sectors served by Mobile Advertising Type of Mobile Campaigns engaged 23% 57% 13% g 20% TI V E E Es SM AU TO M O C O N SU M ER S BA N KI N G 54% 10% REACH (57%) vs ENGAGEMENTS (43%) adreach.co ANALYTICS DRIVEN (20%) vs PROFILED PLACEMENTS (80%) Twitter: @xladreach | e-mail: firstname.lastname@example.org 306 advertisers served 817 mobile advertising campaigns executed
DIGITAL MARKETING TRENDS ADAPTATION Marketers and their options of media use must quickly adapt to consumer digital habits BIG DATA Consumer Data Profiling and Habits are becoming importance to marketers worldwide INTEGRATION Integration & Ubiquity between Digital Media Channels are crucial. TIME TO MARKET Ü TRENDS AMONG BRANDS STRATEGIC Marketing Strategy has risen as Digital Media Channels provide spectrum of varieties in executions. adreach.co Twitter: @xladreach | e-mail: email@example.com Time to market becoming quicker and therefore requiring marketing tools that can adapt ROI Marketing ROI has becoming more and more crucial as global ads spend drop
INDONESIAN ON SMARTPHONE Use mainly for communication - Chatting* *) Nielsen - Informate ODM Panel, May 2013 62 Min 7Min 0.3279 0.0377 189MINS 0.1959 0.2391 37 Min 0.199 16 MINS 38 Min 34 MINS SOCIAL NETWORKING CHATTING 45 Min Applica�ons adreach.co Browsing Communica�on Twitter: @xladreach | e-mail: firstname.lastname@example.org Device management Entertainment
Copyright ©2012 The Nielsen Company. Confidential and proprietary. HIGH ENGAGEMENT IN CHATTING ACTIVITY ACROSS AGE GROUPS Explore Chat App bundling targeting 36-‐40 yrs age group as they spend considerable amount of time in chatting Overall SmartPhone Usage Time spent [Minutes/ day] Time spent per day (Minutes); May 2013 76 62 31% 2% 56% 12% 19 36% 27 2% 1 2 34% 25 34 27% 20 7 Weighted Base 1030 34 OVERALL 15-‐17 CALL 59 65 34% 1% 21 11% 7 14 30% 1 3% 2 60% 35 54% 33 68% 43 53% 26 12% 7 12% 8 7% 4 12% 1 35 22% 16 27% 2% 54% 49 64 61 18 3% 31% 15 2 3% 449 254 149 63 25-‐30 31-‐35 36-‐40 6 81 18-‐24 2 40+ CHAT Source: Indonesia ODM Panel, May 2013 (Wtd) EMAILS MESSAGING All figures represent DPD in Minutes/Day �8
INDONESIAN ON SMARTPHONE Share of Time Spent on Online Activities Time spent per day (Minutes) 62 Min 0.1014 0.0382 0.329 i Benefit from increased content consumption? 100 Mins Consumers in Indonesia spend higher time on ‘online’ activities 0.5315 Oﬄine Online Calls Messaging All figures represent DPD in Minutes/Day adreach.co Twitter: @xladreach | e-mail: email@example.com
INDONESIAN ON SMARTPHONE Data Consump�on in May’13 40 % Data Consumption 30 38MB/Day % i % 0.342 Entry:0-‐5MB/mth Casual:5MB-‐150MB/mth Advance:150MB -‐600MB/mth Expert (> 600MB Per Month) 20 increase data revenue 0% 10 % 0.658 Cellular Wi-‐Fi All figures represent data usage in MB per day. adreach.co Twitter: @xladreach | e-mail: firstname.lastname@example.org Data Consump�on
BRANDS AS MOBILE CONTENT adreach.co Twitter: @xladreach | e-mail: email@example.com
BRANDS AS MOBILE CONTENT j GROWING TRENDS Brands seeing mobile for being portable and always connected. Smartphone provides PC interactivity and richness to go direct to the consumers. Social - Location - Mobile inherited in today’s smartphone = native advertising Curated Original Kraft Foods OREO - Oreo Twist Lick Dunk Mobile Game adreach.co Twitter: @xladreach | e-mail: firstname.lastname@example.org
BRANDS AS MOBILE CONTENT K BENEFITS: Create stickiness, stays in phone, Community Building, Native Advertising $ BUDGET: Mid to Expensive å SOLUTION: Native App, Mobile Web j CONTENT ARCHETYPES: 1. Curated 2. Co-Created 3. Original 4. Consumer Generated 5. Sponsored Curated Co-Created Consumer Generated Unilever Kecap Bango - Warisan Kuliner App adreach.co Twitter: @xladreach | e-mail: email@example.com
BRANDS AS MOBILE CONTENT b BRANDS DO NOT NEED TO BECOME PUBLISHERS It’s about marketers getting better at creating content with a consistent narrative in the context that creates a conversation around brand stories. They don’t need to be a publisher, they just need to understand how content does that strategic. Curated Consumer Generated Original Djarum LA Lights - La Lights Play Your Music Mobile Game adreach.co Twitter: @xladreach | e-mail: firstname.lastname@example.org
MOBILE AS ACQUISITION CHANNEL adreach.co Twitter: @xladreach | e-mail: email@example.com
CONTREXYN Profile Acquisition Target User Group Gender Female Age 25 – 35 ARPU <100.000 Location Garut, Tasikmalaya, Bandung Handset Featured & Basic Phone Campaign Period 24 September – 18 October 2013 Requested Impressions 75,000 Reach 3000 Free Airtime Results 1. 75,000 SMS sent in 1 day 2. 5,200 Profile Captured 3. 3000 Free Airtime delivered 4. Engagement = 6.9% SMS Interactive & Free Airtime of IDR 5.000 Ikuti Contrexyn Bunda PEDE. Ketik CBP (spasi) Nama(spasi)noHP(spasi) Nama toko beli Contrexyn. Kirim ke 2000. Gratis 3000 pengirim pertama dapat pulsa 5000.
GROUPON Leverage Sales TARGET MARKET Food Lover at Jabodetabek Results 1. Delivery Success = 46,307 2. 7,325 Vouchers bought 3. Sales Response : 15,96 % Increasing sales at groupon.com
BURGER KING Ambush Campaign TARGET 32 BK Store Outlet in and around Jakarta Campaign Periode 3 days Results 80,775 MMS delivered 2,033 Repondents In-‐Store Sales increase by 40% traffic acquisition at new BK Store
Pop Mie Profile Acquisition & Sales UMB SMS Campaign Pop Mie Get Lucky February 2013 Results 1. 4.609.807 Total Redemption 2. 1.600.000 unique participants 3. Quarter Sales increase by 50% Target Gender Female Age 25 – 35 ARPU All Location Nationwide Handset All
Samsung TAB 3 Pre-Sales Off Deck Interstitial Banner Campaign Period 17 September – 30 Desember 2013 KPI 5,867 Clicks Results 1. 353,699 Unique Impression 2. 5,868 clicks 3. 2,35% CTR TARGET All OS, High-end Smartphone ARPU > IDR 200.000
THANK YOU Twitter: @gfunkerwin http://gfunkerwin.com adreach.co Twitter: @xladreach | e-mail: firstname.lastname@example.org
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