Why Mobile?

Mobile Internet expected to beat PC

Internet usage in 2012

Better cheaper mobile handsets &

tablets

>800Mn phones (~600Mn unique

users)

Current Reality What’s Changing

What’s Expected To

Change

Mobile Searches expected to beat PC

searches in 2012Decreasing data

costs & better speeds>60Mn Mobile Internet Users

iOS + Android data usage will exceed all other mobile devices

by 2012

Increased shipments of smartphones

>25Mn smartphones

Mobile In India

Mobile Vs. Other Media

812Million active

Mobile Users

100

151

Penetration of mobiles much more than other media

Million activeTV Houselhold

Million activeInternet Users

Mobile Consumption Patterns

Source: InMobi, Decision Fuel - Mobile Media Consumption Research

30-40% of Media Consumed by TG is on the Mobile!

6

Apps

Mobile Internet

Messaging

Voice

35mn

60mn

250mn

350mn

How Mobile Media Gets Consumed Today

7

Teens & Sub Teens(10-16 Years)

Young Adults (25-35

Years)

College Goers(17-24 Years)

Cricket

Messaging/SNS, Music, Astrology

Devotional

Jokes & Shers

News & Information

Beauty/ Fitness

Classifieds

Sports

Bollywood

Gaming

Mobile Videos

ContestingSource: Affle 2010 consumer research

Content Choices

Why is mobile relevant?Device is very

personal

Immediate needs can be catered

79% of smartphone consumers use

phones to help with shopping

Active Communication medium

Users within reach 24*7

Engagements - Click to Call, Click to WAP, Click to SMS, Add to Calendar, Download Video ringtone etc.

Under Initiated Medium

Enables effective & interactive

engagements with users

Ad features – Helps brands connect with

a vast user base

Lifestyle Oriented

Ease of Targeting

Targeting PossibilitiesHandset/Age/

Gender/Location/ Interest areas/etc

Add a mobile leg to your campaign with…

10

About Affle

Background

Singapore Headquartered Smart Media

Company started in 2006Business Operations

– India, Thailand, Singapore, UK, Indonesia, US

Successfully built mobile media eco-

system

Keys Strengths

Mobile Technology Development

Mobile Advertising Enablement & Sales

Partnerships with key players in industryUnderstanding of user behavior and engagement on

Mobile

Smart Media For Smarter screens – Our Biggest Expertise

Affle| Mobile Advertising Touchpoints

MOBILE INTERNET

MOBILE APPLICATION

SMESSAGINGVOICE

Ripple SMS2.0 Live

Affle Digital Ad Solutions –

Branded Mobile

Internet Destinations

Affle Digital Ad Solutions –

Branded Mobile

Applications

Affle Digital Ad Solutions – Branded Voice

Portals

Next Generation Rich Media And Video Ad Network

What is Ripple?

A ‘Smart Ad’ Network

Integrated across all digital screens (PC, Mobile, Tablet, Smart TV & more..)

Focused on Video &

Rich Media

Backed by several technology

innovations to make media more meaningful

Ripple Value Proposition

Differentiated Rich Media

FormatsContextual and

Immersive. Enhanced appeal.

Higher Engagement.

Intrusion Minimized

Mute ads on default. Bold options to exit

ad.

Unique Authoring Suites &

FrameworksCreate-it-yourself

rich media ads including HTML 5

formats

Detailed Reporting

Capture engagements. Get an accurate ROI

estimate.

Online Video & Rich media Ads vs. Television

Ads

More likely to consider buying a product for an ad I saw on online video than on TV

Online video ads are more relevant

More likely to search for a product for an ad I saw on online video than on a TV

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Agree; 57%

Agree; 60%

Agree; 63%

Disagree; 22%

Disagree; 25%

Disagree; 21%

Less Distracting, More contextual and a higher likelihood of purchase – Video advertising delivers the

goods Source : Affle –IMRB Online Video Advertising – Attitudes and Trends, Base: 315

Respondents, Market – All India

*

*

*

* The

rem

aini

ng re

spon

dent

s wer

e Un

decid

ed

Online Video & Rich Media Ads vs. Other

Digital Ads

Streaming Videos Sponsored link on Search

Banner Ads0%

10%20%30%40%50%60%70%80%90%

100%

56% 55%

26%34% 32%

16%

SeenClicked

Video Ads over 2 Times more

remembered vs. Banner Ads

On user engagements,

video ads even beat Search

Source : IMRB I-Cube Study 2011. Base : 3,900 respondents in 30 cities, Market – India

Post viewing engagements with Rich

Media & Video

Participate in a contest

Play a game or quiz

Buy the product on

line

Fill out forms Refer the ad to friends

0%10%20%30%40%50%60%70%80%90%

100%

65%

50%41% 38% 31%

Source : Affle –IMRB Online Video Advertising – Attitudes and Trends, Base: 315 Respondents, Market – All India

Video advertising suits all categories, as engagement actions suited to varied sectors find acceptance with

audiences

Source: Medialets Mobile Rich Media Benchmarks Q1 2012

%: Interaction Rate - People completing interaction post click

Time: Avg. Dwell Time on the interactionSource: Opera Software, State of Mobile advertising,

Q2 2012

Global Stats

Source: Medialets Mobile Rich Media Benchmarks Q1 2012

Some Exciting Ad Formats

VISIT CHEVY.COM

OFFERS AN EPA-ESTIMATED35 MILES GAS FREE DRIVINGPER CHARGE.

SWITCHES TO GAS WHEN ELECTRICITY RUNS OUT

*EPA-est. 35-mile range based on 94 MPG (electric); 340-mile range based on 35 MPG city/40 highway (gas).Actual range varies with conditions. **Based on the national average of 12 cents per kWh and 12.9 kwH for a full charge ($1.55). Electiricity costs vary. Check with your provider for your rates. 50

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41 F32 F18 F

Cascade With

Animation Cascade Mist

For More Exciting Formats Visit ripple.affle.com

Digital Ad Solutions

What Are Affle Digital Solutions?

What are Affle Digital Solutions?

Why Affle Digital Solutions?

Providing Customized Solutions for brands

Seamlessly blending technology, content and advertising

Building unique brand assets across

Generating greater ROI for advertisers and partners

Mobile Internet

Destinations

Mobile Applications

Voice Solutions

Some Campaigns We Activated

For Case Studies, please visit our channel www.youtube.com/affletv

Exciting social networking

services on your SMS screen

& more

Interactive rich content of your choice on your SMS

screen & more

Enhanced Messaging functionalities

Exciting services discovery from your

SMS screen& moreEmoticons, Colors, Secret SMS,

Timed SMS & more

SMS2.0 Live | Unique User Offering

SMS 2.0 Live |User Experience- ContentAt the time of download, users asked

for their areas of interestUsers served INTERACTIVE & RICH content on SMS2.0Live basis these

areas of interest

Popular Content Categories include

Cricket

Sports

Bollywood

Business

Technology

Jokes

& Many More

Politics

User Value Proposition: Free Content Of Choice

SMS2.0 Live resides as the default

messaging application on the handset. A

content banner basis user choice is served to the user each time he open his SMS app to read/ compose a

meassage

The banner stays while message is being composed

without interfering with the SMS. The SMS

is a regular 160 character message that has a lot more

interactivity/ personalization

While the message is being sent, the

Message Sending/Mess age Sent screens get

replaced with a Full Screen visual of the content which could

have contextual advertising integrated

The interactivity Options on each

content item would be relevant to the content and could

lead to Click to call/ Know more/ WAP/

Book a test drive/ Add to Contact/ Calendar/

Bookmark

Content on SMS2.0 Live

Reaching Over 5mn users across feature phones

Targeting ParametersGeography

Age

Areas of Interest

Handset Type

Gender

Operator

SMS 2.0 Live |User Experience - Advertising

Available across all operators

Interactivity OptionsClick to Call

Click to SMS

Click to WAP

Add to Calendar

Add to Phonebook

Add to Bookmarks

Ads on SMS2.0 Live

SMS2.0 Live is created like a mobile magazine that can be browsed offline. While most of the times the user is served a content banner, he/she is

served an ad banner sometimes

On sending the message, the banner blows up into a full screen ad with the advertiser message

The interactive menu options on the ad

will allow the users to engage with the brand in multiple

ways

These menu options could lead to Click to call/ SMS/ WAP/ Text Box/ Add to Contact/ Calendar / Bookmark

The Affle Edge

What Affle brings to the table

The experience of delivering exciting & differentiated campaigns for over 250

brands

A bouquet of rich media formats and ad solutions that help brands reach their TG

A team that understands brands & delivers solutions for maximum impact

Strategically aligned businesses to deliver maximum value for advertisers

The Affle Edge: Targeting the Right User

Non intrusive yet relevant advertising for consumers

Target By Handset Type

Target By Operator

Target By Geography

Target By Demographics –

Age/ Gender

Target By Interest Area Target By Time

Clicks

Interactions

Social & Other

EngagementsCTRs

Impressions

Time spent

Granular reporting in a single screen interface

Insightful Reporting

Some brands mobilising their campaigns with us

To make your advertising smarterContact

indiabiz@affle.com