BBM - Spark Mediasparkmedia.co.za/wp-content/uploads/2016/02/BBM-Presentation-2016... · Intimacy...
Transcript of BBM - Spark Mediasparkmedia.co.za/wp-content/uploads/2016/02/BBM-Presentation-2016... · Intimacy...
Why 13-34 year olds love messaging
1. Trust
• Young adults don’t trust social networks
2. Intimacy
• They want to be able to share content intimately with
friends
3. Control
• They want to be able to control when & where their
content is viewed
No one size fits all
• Users can typically
use up to 4
messaging apps to
communicate to
certain groups of
people
Source: May Meeker Internet Trends Report 2015
Source: BBM - Internal
BBM IS UNIQUELY POSITIONED TO HELP
BRANDS SPEAK TO THIS MOBILE FIRST
AUDIENCE
BBM in South Africa by the numbers
12 million+
Registered Users
10,000+
People Install BBM every day
195,000+
BBM Channels created
8.3 million+
BBM stickers sent/received
monthly
4.5 million+
Visits to the BBM Shop monthly
12 million+
BBM ad requests generated daily
70% DAU:MAU
7 in 10 users are active daily
130 million
BBM messages handled daily
8 seconds
Average time from Delivered to
Read
Source: BBM - Internal
Who is on BBM?
Age Female Male Total Age
13-18 748 808 15% 1 070 306 21% 1 819 114 36%
18-24 433 343 8% 803 876 16% 1 237 219 24%
25-34 460 977 9% 754 235 15% 1 215 212 24%
35-44 242 851 5% 312 250 6% 555 101 11%
45-54 98 070 2% 101 809 2% 199 879 4%
55-64 28 611 1% 26 782 1% 55 393 1%
65-74 4 088 0% 4 602 0% 8 690 0%
75+ 2 906 0% 6 486 0% 9 391 0%
Total Gender 2 019 654 40% 3 080 346 60%
Total Users 5 100 000
Loyal User Base
• Key research Insights
(Quettra retention Study)
• BBM is among the top 2 messaging apps in
terms of user retention rates.
• For a period of 90 days:
• BBM retention rate was 82.4%.
• WhatsApp was77.3%.
• Instagram 48%
• Wechat 46%.
• Twitter 31%.
Source: Quettra
Loyal User Base
• BBM is consistently
among the top
downloaded app in
South Africa
Source: App Annie
BBM Channels
You want to be part of
their conversation, to
belong, to be liked, to be
loved…
so they hear your story
and tell it as their own
• BBM Channels: highly engaging, easy-to-use,
scalable messaging multi-platform inside one
of the most popular messaging client for
Android, iPhone, Blackberry, Nokia X and
Windows.
• Designed to drive response.
Notification -> Action
What are BBM Channels?
Understanding BBM Channels• Who should create a BBM Channel?
1. Local business
Use BBM Channels to connect with existing
and new customers. BBM Channels can help you share, promote and amplify
your message.
2. Brands
Expand your brand presence with BBM Channels. Engage your mobile
customers with compelling stories, images and more. Listen and respond to your
customers in real time.
3. Organizations and not-for-profits
Amplify your message and drive action.
4. Artists
Engage your fan base: Let them discover you more easily, to talk about you
avidly. To engage with you more, trust you more, like you more.
5. You
Make connections and engage with your community about things that matter and
inspire you. It’s simple, free and always on, just like you.
Sponsored Post
• Sponsored posts appear in the BBM User’s
News Feed along with updates from their
contacts.
• This exposure drives viral awareness.
• One click re-redirect (web, mobile video) or
download to OS specific store fronts
Sponsored Invite
• Invites appear in the BBM User’s Invite Box –with a
notification
• Completely native to the BBM experience – this is the
#1 ad unit for driving click-throughs and installs
• One click re-redirect or download to OS specific store
fronts
• Users can share invites with network.
CTI
CTR
Spon
so
red p
osts
5%
4.4%
CTI
CTR
10%
9.5%
Spon
so
red in
vite
s
Results: Exceed Industry Averages by >50% *Global averages
BBM Video
Native feel within
BBM Feed
Renders in a
300x250 ad unit
Video starts to play
after 50% of pixels
visible on screen.
User controlled
pause.
Click video to
launch browse
URL
Video starts with
audio off – tap
sound button to
unmute
BBM Bulletin
• Bulletin appears in the BBM
User’s chat screen– the
Homepage of BBM
• Clicks out to Native HTML in
app page
• Needs to be a compelling offer
to the BBM user base to gain
traction
• Advertiser can basically house
any info the desire
8 Million stickers sent and 4 million store visits per month
Stickers
• What are Stickers?
• Bigger, bolder and more expressive than emoticons
• Distributed in ‘packs’ of 20-25 images
• Spread virally though the BBM base of +90M users
• What is the Opportunity?
• 8 million messages daily – insert your brand into the medium
• Free for users to download
• Create millions of user generated brand impressions
• Plus - link to your digital content with Promotional Stickers
Promotional StickersDrive traffic to your online contents
VIEW NOW
Promotional Sticker used
in a BBM Chat
Clicking Sticker presents
branded offer
ENTER EMAIL
GET YOUR
20% OFF NOWSEND
User is then re-directed to
the brand website or offer
VIEW NOW
Downloads
Sends
Receives
>75k
>1.1M
>1.1M
Impressions
+2M
+160k ‘Detail Views’
Case Study – Promotional Sticker (~2 Weeks)
Shop Views>100k
Campaign Goal:
In 6 weeks drive 75k
installs in Nigeria.
Result:
Goal achieved in less
than 2 weeks.
BBM BUY NOW
Specs
Appears in users content feed
and is served on ad request –
request fired every third post
Redirect to mWeb APP store
300x250
320x50
Static Image
HTML (NON MRAID)
BBM Programmatic
Auto-plays as soon as the video is
rendered on the screen of the
user.
Clickable video – User can click
and get relocated to OS app store
or mobile website.
BBM Video
Targeting options available
Age GenderProvincial
Location
Operating
SystemNetwork Connection
Time of Day
SPECS AND PRICING
AD UNIT PRICING SPECS
Sponsored Invite and Post R60 CPM
R4 CPC
• 180 x 180 – logo – 15kb
• 300 x 250 – Image – 30kb
• 480 x 320 – Image – 60kb
• 1200 x 627 – Image – 200kb
• 40 Characters incl spaces – Heading
• 400 Characters incl spaces – Body Copy
Video R98 CPM • VAST and VPAID content
• BBM client on Android and iOS
• Max Size: 640x480 Min Size: 300x168
• Aspect Ratio : 16:9, 4:3, 1:1
• Recommended Codecs: MOV, MP4, FLV
• Frames per second: 30+
• Support for tracking impressions and clicks
Programmatic $1.25 CPM
$1 CPM
• 300 x 250
• 320 x 50
Please Contact us for Bulletin and Stickers specs and pricing
ABOUT SPARK MEDIA
Established in 2015, SPARK Media is a result of a fusing between NAB and
Habari Media using the legacy platforms and Caxton owned print and digital
products – in the form of NAB – and a cutting edge digital sales agency – in
the form of Habari Media – to create this new media sales powerhouse.
SPARK Media are Strategic Partners in Audience Research and Knowledge
and offer ‘Insights that Ignite’
CONTACT DETAILS
CPT: +27 21 001 2400
JHB: +27 10 492 8391
DBN: +27 31 716 4412
W: www.habarimedia.com