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Transcript of Main-part rep (1)
Digital Advertising Operation Of Madmart Ltd
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Part-1: Introduction
This part describes about the report title and the organization on
which has been prepared in very brief with identifying the
following issues regarding report:
Introduction
Background of the Study
Objective of the Study
Scopeof the Study
Methodology of the Study
Limitations of the report
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1.1: Introduction
Mobile devices have already changed the Internet landscape. There is no turning back. The
upshot is a net positive for savvy business owners and marketers. Mobile devices offer numerous
advantages for advertisers. And if you make sure your business is well-positioned to take
advantage, you can reap the benefits sooner than later. No matter what your brand or industry
and howsoever scattered your audience, mobile advertising can prove to be effective and
efficient if it is based on authentic data and deeper consumer insights.
The report entitled as “An Internship report on Digital advertising operation of Madmart
Ltd (flytxt) through mobile phone” depicted on the conceptual framework of integrated, multi-
dimensional analytics framework driven platforms, applications and solutions Madmart (flytxt).
1.2: Background of the Study
Every academic course has a great value when it has practical application in the real life. Only
theoretical knowledge will be useless, unless we apply it in the practical life. So we need proper
application of our knowledge to get some benefit from our theoretical knowledge. When we are
able to apply our theoretical knowledge to our working we come to know the true benefits of our
knowledge. Internship program gives us such an opportunity of applying our theoretical
knowledge to our working life. When theoretical knowledge is obtained from a course of study it
is only the half way of the subject matter. Internship implies the full application of the methods
and procedures.
The Report is titled as “Digital Advertising Operation Of Madmart Ltd (Flytxt) Through
Mobile Phone”.
As a student of BBA this study will be more significant in my practical life. I have worked for
three months at Madmart Ltd. (Mohakhali Branch; Bangladesh) to complete the internship
program as an academic requirement.
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1.3: Scope of the study
The main scope of the study is it obtain a clear idea about Digital advertising operations through
mobile phone and their multi-dimensional analytics framework. How the total operation is done.
The other scopes are as follows:
To fulfill the requirement of BBA program.
To evaluate the performance of Madmart Bangladesh Ltd. and its digital advertising
operation.
To recommend about digital advertising operation of Madmart Bangladesh Ltd.
1.4: Objective of the report
In this report, It tried to furnish all sorts of practical dealings that are conducted in case of
handling various types of activities in digital advertising operations, the theoretical aspects, that
is what should be the procedures and requirements maintained from first to last and actual
practices as well as the ultimate gain for the organization in conducting marketing activities are
mainly discussed here. So the purpose and objective of this report can be summarized as
follows:
Broad Statement:
To portray of the digital advertising operations through mobile phone and their integrated,
multi-dimensional analytics framework platforms, applications and solutions in respect of
mobile ad market place powered by Flytxt (Madmart Ltd)
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Specific Objectives:
To focus on the Brief description of digital advertising operations through mobile phone
To know deeply about Integrated, Multi-dimensional Analytics framework
To examine measurable economic value for CSPs through Big Data Analytics
To focus on some other activities of digital advertising operation
To examine the profitability of the digital advertising through mobile & other devices.
1.5: Methodology of the study
The study requires a systematic procedure from selection of the topic to final report preparation.
To perform the study the data sources are to be identified and collected, they are to be classified,
analyzed, interpreted and presented in a systematic manner and key points are to be found out.
The over all process of methodology is given in the following page in a form of flow chart that
has been the study requires a systematic procedure from selection of the topic to final report
preparation.
Identifying data sources: Essential data sources both primary and secondary are
identified which will be needed to complete and work out the study. To meet up the need
of data primary data are used and study also requires interviewing the official and staffs
were necessary. The report also required secondary data. Information collected to furnish
this report is both from primary and secondary sources
The primary sources of data are as flows:
1. Official records of Madmart Ltd (Flytxt).
2. Personal Interview:
Face-to-face conversation and in depth interview with the respective officers of
the branch.
Face to face conversation with the clients visited the branch.
3. Personal observation:
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Observing the procedure of digital advertising operations activities followed by each
department.
4. Practical work exposures on different areas with clients & sales team.
5. Practical work experience in the different desk of the department of the branch
covered.
6. Relevant field study as provided by the officer concern.
The secondary sources of data are flows:
1. Website of Madmart Ltd (Flytxt).
2. Various book articles regarding digital advertising operations through mobile phone.
Collection of data: Primary data are collected by using interviewing technique. The reports
are an exploratory research and for qualitative survey open ended question were ask to the
client & officials.
Sampling:
Population: All the workings of Madmart Branch located in Bangladesh as well as their
overseas branches have been taken into consideration as population.
Sample: Madmart Bangladesh (Flytxt) & global delivery centers at Thiruvananthapuram
and Mumbai in India are the vital sample.
Classification, analysis, interpretations and presentation of data: Official data and
graphical data are used in this report for analyzing the collected data and to classifying those
to interpret them clearly.
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1.6: Limitation of the Study
To provide current information and to make the report read-worthy, support from various sources
is essential. In spite of having my wholehearted effort, I could not collect some information
required at the time of the study. So this study is not free from the following limitation:
Lack of Experience: Experience makes a man efficient. I am doing such kind of
research activity for the first time. That’s why inexperience creates obstacle to follow the
systematic and logical research methodology.
Short Time Period: The first obstruct is time itself. Due to the time limitation, the
scope and dimension of the study has been reduced. For an analytical purpose adequate
time is required. But I got a short time period to prepare the report.
Lack of Personnel: Sometimes the officers of my organization were very busy. For this
reason they personally did not co-operate me.
Fears to Disclosure: Another limitation of this report is the government policy
regarding telecommunication sector of not disclosing some data and information for
obvious reason, which could have been very much helpful.
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Part-2: Organizational part
This part describes about the organization on which has been
prepared in very brief with identifying the following:
Madmart Profile
Vision& Mission
Products & party related to advertising
Multi-Channel inventory
Digital ad sales Models
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2.1: Madmart Profile
Powered by Flytxt big data technology platform, the mobile ad market place commences
operations in Bangladesh in partnership with Robi Axiata & Bangla link.
Provides Brands with higher reach and superior micro-segmentation capabilities
February 19th, 2013, India – Flytxt, the technology leader in Big Data powered Customer
Experience and Revenue Management Solutions, announced today the launch of Madmart, a
first of its kind mobile ad market place in Bangladesh. Madmart in partnership with Robi Axiata,
one of the fastest growing telecom operators in Bangladesh, will offer brands and ad agencies an
opportunity to engage their potential consumers through Mobile, the most pervasive channel.
During the launch of this initiative, Dr. Vinod Vasudeva, CEO, Flytxt, said, “We are delighted to
bring this unique mobile ad marketplace to market. Operators can now unlock a new revenue
stream by offering consumer insights and multi-channel engagement opportunities for brands
and agencies.”
Touching upon their experience in running big data powered targeted marketing campaigns for
operators, he added, “Our customers get around 2 to 50 times higher conversions with precisely
targeted marketing compared to carpet bombing campaigns and we expect the brands to now
Madmart, Flytxt’s newly launched mobile ad marketplace, is powered by a patent pending
mobile advertising technology platform QREDA. Mr. Abhay Doshi, V.P Product Management
and Marketing at Flytxt speaking on the platform capabilities said, “We leverage data available
with operators to create personas reflecting Demographic, Psychographic, Sociographic and
behavioral profiles that can be utilized by advertisers to run precisely micro-segmented
campaigns honoring subscriber’s preference, privacy and permission.”
In addition to offering a wide range of ad inventory and precise consumer insights, the flexibility
of the platform gives a compelling proposition for both long tail and global brands to advertise
through Madmart compared to conventional and other digital media channels. The market place
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will enable ad campaigns in push and interactive mode, in addition to supporting settlement
models like CPC, CPM and CPA.
Madmart is a multi-operator anchored mobile ad-marketplace/agency for Brands, Advertising
agencies and Media Buying Agencies. Madmart is an Ad Marketplace powered by Flytxt, the
pioneer in mobile marketing and advertising industry with a decade long experience in the
domain. Madmart has built its platform using the market proven technology of Flytxt deployed
across the globe. Madmart allows brands to effectively leverage the unprecedented reach and
subscriber insights possessed by operators while ensuring highest subscriber privacy, preference
and permission. Madmart enables its partners to optimize their revenue, efficiently manage
inventory, run sophisticated mobile Advertising campaigns, and access detailed tracking and
reporting. Madmart’s proprietary technology is designed to ensure highest privacy protection for
subscribers. The self-service interface of the platform allows complete control of the mobile
campaigns across multiple channels for unprecedented reach and impact.
Corporate Website
http://www.mad-mart.com/
2.2: Products & party related to advertising
I. OPERATORS
Rapidly changing technology, innovative services by over the top (OTT) players and increasing
competition is severely affecting the top line of the Operators. In this scenario, the need to
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innovate and explore new sources of revenue is paramount to maintain a steady growth.
Madmart’s provides a platform that harnesses the inherent value of the Operator’s capabilities to
reclaim their rightful place in the mobile advertising ecosystem. Madmart leverages unique
assets possessed by Operators in the form of valuable subscriber insights, customer touch-point
and inventory and monetizes it to the benefit of the Operator as well as enhances the subscriber’s
experience.
Unmatched Revenue – New Revenue Stream through Mobile Advertising
Generate unmatched revenue by harnessing your inherent assets without incurring any
significant cost. Madmart’s unique business model transforms Operators from a mere pipe
provider into a virtual media house to become an integral part of the mobile ecosystem.
Madmart’s comprehensive ad marketplace enables Advertisers to get more out of their ad spend,
thereby, ensuring higher revenue for Operators. The advanced ad serving capabilities of
Madmart ensure optimum monetization of your entire inventory.
Protection of Subscriber Privacy – Ensure Total Data Security
Madmart ensures complete security of Operator’s data and protects subscriber privacy, yet,
enables precise micro-segmentation capabilities. Madmart’s data abstraction technology profiles
consumers in such a way that there is no external exposure of consumer’s personally identifiable
information (PII). Madmart is well set within the boundaries of policies and security rights
through.
Non reversible abstraction of consumer information
Absolutely no access to subscriber identity
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All information is being held within operator’s firewalls.
Complete Control – Preference and Permission takes Highest Priority
Ensure compliance with all regional regulatory mobile communication guidelines and consumer
preferences with Madmart’s communication policy. DND(do Not Disturb), Partial DND, Opt-
ins, partial Opt-ins, frequency caps, Blackouts and so on can be defined at various levels and
implemented in real-time. Get full control over the content and nature of ads that are served over
the network. Choose to omit competitors’ ads, objectionable content and fraudulent messaging or
set any other specific filtering criteria to ensure rich, relevant and meaningful communication
reaches your subscribers.
Multi-Channel Ad Broadcast – Monetize your Inherent Assets
See your revenue grow many folds by effectively monetizing the opportunities present within
your infrastructure. MADmart provides opportunity for you to monetize every customer touch
point through mobile advertising. mADmart offers Advertisers simple medium like SMS, USSD,
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MMS, WAP, Sponsored calls, RBT, OBD, Apps to more complex channels like in-bill and in-
video touch points. Enhance subscriber experience by connecting advertisers and subscribers
through their most preferred channel of communication in a non-intrusive manner.
Personalized Consumer Experience – Personalized Offers, No SPAM
Madmart helps you develop a superior customer experience based on in-depth consumer
insights. Engage customers with highly personalized offers and enable them to interact with their
favorite brands. Madmart helps you in understanding the consumer’s attitude, behavior and
preferences in order to accurately predict and offer products and services that truly matter to
them. When all this is executed with strict focus on adherence to consumer privacy and No
SPAM, it goes a long way in developing a strong relationship with your subscribers.
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Ad Marketplace – One Stop Shop for Mobile Ads
Madmart is one of a kind operator focused Ad marketplace that allows superior monetization of
in-net, on-net and off-net inventories. Madmart’s self-service mobile advertising platform brings
all entities of the mobile advertising ecosystem under one roof – the Ad Marketplace.
Advertisers and Agencies can buy/bid for mobile inventory from an entire array of mobile
channels, create precisely targeted campaigns, execute and track campaigns, all in real-time.
II. ADVERTISERS
With over three fourth of the world’s population now on mobile phones, it has become
imperative for advertisers to focus on their mobile marketing strategy. Madmart, with its long
legacy in mobile advertising industry, helps you to seamlessly align your mobile advertising
objectives with your brand’s overall marketing strategy. Madmart’s key differentiators lie in its
unprecedented reach, unparalleled targeting options and unmatched consumer privacy standards.
Measurable RoI – Get clear visibility of the impact
Madmart ensures that the advertisers ad spend on mobile is optimized for higher returns. A
combination of accurate targeting, appropriate mobile channel and measurable response
mechanism assures optimum ROI. Madmart’s intelligent platform ensures that you get clear
visibility of the factors that are driving maximum impact via clicks/conversion tracking,
measuring action based responses, driving sales via mobile coupons. Further, Madmart’s flexi
pricing based on CPM, CPC and CPA enables you to choose the best cost options depending
upon your campaigns goal.
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Location Targeting – Communicate with you customer at right time and
right place
Campaigns that target consumers based on current location are significantly more successful.
Madmart provides unmatched reach to drive more sales through location based advertising.
Reaching consumers at the right time, right place, through right channel and with the right offers
makes all the difference. Madmart enables you to reach out to your potential consumers when the
intent is at the highest, thereby, ensuring maximum impact of the campaigns.
Nano-Segmentations – Talk to the right audience
The ‘never seen before’ precision in targeting capabilities of Madmart’s proprietary technology
enables brands to be able to reach out to their most relevant audience. This is essential for brands
marketing efforts from raising brand awareness, generating interest to closing a sale and
converting your consumers into brand advocates. Madmart’s advanced consumer profiling is
achieved through insights derived from authentic consumer information available with
Operators. Consumer profiling based on demographical, geographical, psychographic,
behavioral, Sociographical and predictive behavior is powered by highly intelligent data
analytics, which make such profiling extremely reliable and accurate.
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Reports and Insights – Find out what is working and what is not
The major concern that lies in every Advertiser’s mind is whether they are investing in the right
campaigns and whether the campaigns are driving the right impact. Madmart’s sophisticated
metric tool provide real-time performance indications and decision dashboards that can be
interpreted, compared and customized according to the campaign objectives. Madmart’s platform
allows Advertisers to make decisions in real time. MADmart makes it possible to view campaign
performance by parameters such as hour, day, week, month, impressions, clicks, actions and so
on.
Multi-Channel – Reach consumers through their preferred mode of
communication
Madmart’s campaign managers meticulously choose the mobile channels to drive the maximum
impact of a campaign based on its objective and consumer’s preference. Madmart helps
advertisers to reach out to their target audience through most appropriate channel of
communication. As a result, advertisers achieve maximum impact from the mobile campaigns.
mADmart supports full range of channels for mobile advertising be it video, MMS, WAP Push,
SMS, OBD, IVR, USSD, along with WAP Banner, WAP text, Pre-call announcement and in-
APP.
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Providing Subscriber Insights for Precise Targeting
Confidential 8
Data Usage High, Med, Low
Heuristic Pattern international, night callers
Datausers
Device Profile
Smart Phone
Feature Phone
GPRS enabled
MMS capable
Brand Model
Demographic
Gender, Age Group
Geographic
Division
District Thana
Psychographic
News Junkie
Cricket Fan
Feminine
Religious
Subscriber Tags generated out of Accurate Subscriber Insights assure Precise Targeting
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Ad Marketplace – Get everything at one place
Madmart’s self-serve platform is a one stop shop for all advertising needs of advertisers.
mADmart allows Advertisers to choose from a vast array of mobile advertising inventory on a
single platform, be it, video, MMS, WAP Push, SMS, OBD, IVR, USSD, along with WAP
Banner, WAP text, Pre-call announcement and in-APP. mADmart has equal targeting
capabilities across each of these channels. Madmart enables Advertisers to take full control of
budgeting, pricing model, payment method, scheduling and managing campaigns all in real time.
Madmart’s Ad marketplace completely eliminates the need for Advertisers to approach different
solution providers for different advertising requirements. The one stop solution from mADmart
not only saves valuable time and efforts, it also ensures incremental ROI for Advertisers.
2.4: Madmart Mission
To provide Integrated, Multi-dimensional Analytics framework driven platforms,
applications and solutions.
To ensure solutions that increase revenues, margins and customer experience for CSPs
.
2.5: Madmart Vision:
Generating >10% Measurable Economic Value from Data through Mobile Consumer
Analytics.
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Generating measurable economic value for Communication Service Providers and
Mobile Enterprises leveraging mobile consumer interactions at different touch points
across the lifecycle journey.
2.6 Multi-Channel inventory:
SMS:
Most popular channel to reach out to the target audience.
IVR & Missed Call:
Interactive Voice Response and Missed Call service to response capture
USSD:
Instant delivery of Text Message (Flash) on Phone Screen
Missed call Alert:
Footer added in the Missed call alert message. High read rate.
Video Push:
Video link hosted on a page sent to user
WAP Push:
Text + Link; taking subscribers directly to the Mobile Site.
2.7 Digital ad sales Models
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Cost per Thousand (CPM)
The price of 1,000 advertisement impressions on one webpage. If a website publisher charges $2
CPM, that means an advertiser must pay $2 for every 1,000 impressions of its ad. The "M" in
CPM represents the Roman numeral for 1,000. CPM is the most common method for pricing
web ads.
Cost per Click (CPC)
Cost per Click (CPC) refers to the actual price you pay for each click in your pay-per-click
(PPC) marketing campaigns. A method websites use to bill by the number of times a visitor
clicks on a banner instead of by the number of impressions. Cost per click is often used when
advertisers have a set daily budget.
Cost per Lead (CPL)
Cost per lead, often abbreviated as CPL, is an online advertising pricing model, where the
advertiser pays for an explicit sign-up from a consumer interested in the advertiser's offer. It is
also commonly called online lead generation.
Cost per Acquisition (CPA)
Cost per action (CPA), also known as pay per action (PPA) and cost per conversion, is an online
advertising pricing model where the advertiser pays for each specified action - for example, an
impression, click, form submit (e.g., contact request, newsletter sign up, registration etc.), double
opt-in or sale.
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Part-3: Learning Part
This part describes some conceptual issues regarding digital mobile
marketing and few studies:
The Essence And Potential Of Mobile
Marketing And Advertising
Types of mobile ads
Case Study: Mobile Advertising
3.1: The Essence and Potential of Mobile Marketing
and Advertising
Definition - What does Mobile Advertising mean
Mobile advertising is the communication of products or services to mobile device and
smartphone consumers. The mobile advertising spectrum ranges from short message service
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(SMS) text to interactive advertisements.
Mobile advertising is a subset of mobile marketing.
“Mobile marketing is a set of practices that enables organizations to communicate and engage
with their audience in an interactive and relevant manner through any mobile device or network.
Mobile is no longer a niche medium. Mobile phones are expanding their zone of influence in a
consumer’s life beyond communication to life management – social networking and
entertainment including gaming. The mobile device will become the primary means by which
humans interact to fulfill their need for information. Mobile phone provides a virtual one to one
marketing channel where smart business has moved beyond advertising and into tailored
engagement. In other words mobile is beginning to look like just a regular marketing medium.
Now retailers and marketers will discover fresh uses of SMS, mobile sites, applications and
mobile coupons to drive traffic in the stores.
We can expect 100 to 150 percent growth in mobile budget. By integrating channels, brands will
get bigger bang for their money through the new use of media assets. Mobile will make the
communication circle complete. Now the focus of mobile marketing industry will shift from
carrier and technology to focus more on creative and marketing strategy. This is because of
better handsets, more affordable data plan, wireless carrier efforts and growing marketer
acceptance of evolving consumer behavior on the go.
How marketer are using mobile as a medium:
With over 419 million handsets in circulation today, mobile device has become omnipresent. Just
over one- third (36.7%) of all devices sold were smartphones, which continue to grow. Samsung
and Apple together accounting for 83% of smartphone sale. From news alerts, daily sports score,
to contest and games consumer rely on their mobile devices to deliver information as it happens
and exactly when they want it. Marketers are doing following activities on devices:
Mobile Marketing: Sending text message as another engagement with their users
(ex: sending the details of weekend sales, information about new product launch etc.)
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Mobile Alerts: Sending weather updates, cricket score, Hollywood gossip,
Devotional and astrology reading.
Mobile Advertising: Monetizing the advertising inventory by sending text and
putting banner ad on mobile applications & web sites etc.
Mobile feedback: Engage and take the information from users through quizzes,
contest, or voting campaigns.
Mobile Contest: Add mobile to your contest if you are running a giveaway, contest
with call to action which allows immediate entry
Mobile Content: Make games, ringtones, wallpapers, applications to download either
for profit or promotion
Mobile Customer Service: Provide valuable information via text or voice about
location of nearest store, bank account balance, money withdrawal alert etc.
Mobile IVR: Sharing the information through voice and also putting radio on
demand.
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Mobile QR Code: Allowing advertiser to embed much more information in the QR
which makes users life easy to interact with brand.
Trend of Advertising:
Gartner forecasts worldwide mobile advertising revenue will reach $20 billion by 2015. The
growth will be more pronounced in North America and Western Europe. Gartner expects North
America will represent 28% of global market by 2015 while Western Europe will account for 25
percent. Asia Pacific/Japan will remain leading market during this period. The region is expected
to account for 33.6 percent.
Mobile advertising is now recognized as an opportunity for brands, advertisers and publishers to
engage consumers in a targeted and contextual manner for improve results.
Mobile Searches:
Mobile search is already a big driver of ad spending; Google makes its money from search
advertising. Today Google gets one-third of search traffic from mobile. Many companies have
already started optimizing their mobile WAP sites to give less cluttered pages to their users. The
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exchange of discussion of information, content and media on shared communities such as
Facebook, is providing a significant driver of internet usage of on mobile devices. The break
through success of the iPhone and the resulting competition of mobile application platform are
spurring unprecedented growth in the consumer usage of mobile data services and are creating
new opportunities for media companies and advertisers to engage with consumer in highly
relevant context with new found usability. From an access stand point, the mobile channel is
evolving to look more like an internet in its openness and increasing lack of metering, although
some control (such as manufacturer’s controlled approval process for mobile applications)
remain in place, creating hope that some of the pitfalls of unconstrained internet development
might be avoided.
Enriching Customer Experience through Big Data Analytics
Video/Rich Media Banners: According to Gartner the size of the world wide mobile
video market was comprised of 429 million mobile video users in 2011, projected to
grow exponentially to 2.4 billion users by 2016. Brands have identified the opportunity
of running TVCs on mobile phone because it helps them to do better targeting and get
very robust insight as compared to the same on cable and satellite channel. Google is
getting very aggressive in promoting video advertising on YouTube. Brands are more
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comfortable in using mobile video as compared to other forms of mobile advertising.
Rich media ad units like HTML5, pre roll, rollover etc. creative are catching the fancy of
marketers and brand managers. It allows them to build interactivity and engage their
users as well.
Behavioral Targeting: Today mobile advertisers are using traditional ways of targeting
the audience on mobile phone device, demographic, gender. In coming years brands
would be able to do behavioral targeting as well, which includes location of the person,
retargeting, anti-retargeting, ad personalization etc. Flytxt has already developed a mobile
advertising platform Qreda which allows brands to do such kind of targeting, they are
already doing a pilot of the platform in various markets.
Better Interactivity: Currently most of the ad units are either banners or simple text ads
in mobile advertising, they are clickable but interactivity is very less. Rich media ads are
not used very widely because of some technological reasons like lower number of
supportive devices, cost etc. There are very few brands which use options like
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Augmented Realty to engage their users. McDonald has launched Mc-Flurry in India on
Augmented platform which was well appreciated by the users and marketers as well.
Tech companies are working on the platform and soon world would get better options to
interact with consumers.
Mobile Applications: Over the last couple of years developers has started to make
money from the mobile applications market. Introduction of iPhone and iPad has given
boost to mobile application industry. We are seeing new applications popping up every
day from various apps stores. A mobile application market is estimated to be worth
$29.5B by 2013 (according to Gartner Report). The demand for Mobile applications
drove the handset market to support open OS in handsets so that developers can develop
the applications easily.
App stores: are a sales channel for a broad range of digital deliverables. Some app stores
distribute digital content and applications. The Apple store includes a mobile-commerce
infrastructure to sell deliverables inside applications, and Nokia’s Ovi store sells a range
of digital deliverables. App stores can, therefore, be used as a sales channel for digital
products such as e-books.
Social Networking: Social networking is one the fastest growing activities among
mobile users domestically and worldwide. Around 26% of social networking users are
accessing social network through their mobile. Smart phones and flat tariff are
contributing significantly in growth of social networking usage through mobile. In couple
of years’ time functionality like personal cloud will evolve which will be personal data
that surrounds us wherever we go.
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3.2 Types of mobile ads
In some markets, this type of advertising is most commonly seen as a Mobile Web Banner (top
of page) or Mobile Web Poster (bottom of page banner), while in others, it is dominated by SMS
advertising (which has been estimated at over 90% of mobile marketing revenue worldwide).
Other forms include MMS advertising, advertising within mobile games and mobile videos,
during mobile TV receipt, full-screen interstitials, which appear while a requested item of mobile
content or mobile web page is loading up, and audio advertisements that can take the form of a
jingle before a voicemail recording, or an audio recording played while interacting with a
telephone-based service such as movie ticketing or directory assistance.
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The MMA (Mobile Marketing Association) and the IAB (Interactive Advertising Bureau) has
published mobile advertising guidelines but it is difficult to keep such guidelines current in such
a fast-developing area. The fifth version of mobile advertising guidelines composed by the MMA
includes the following types of mobile ad units:
Mobile Web Advertising Units:
Mobile Web banner Ad;
Rich Media Mobile Ad (RMMA);
WAP 1.0 Banner Ad;
Text Tagline Ad.
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SMS Advertising Units:
Initial SMS Ad (Appended) – contains the primary, non-advertising portion of the
message, and is typically 20-60 characters long;
Complete SMS Ad (Full Message) – has a length of up to 160 characters and is typically
delivered as a reply to an Initial SMS Ad or “Text (keyword) to (short code)” call-to-
action.
MMS Advertising Units:
MMS Short Text Ad – is typically appended to the content (or body) portion and contains
the primary, non-advertising content of the MMS slide;
MMS Long Text Ad – fills all of an MMS slide and can contain a clickable link;
MMS Banner Ad – a color graphics ad unit displayed at the top or bottom of an MMS;
MMS Rectangle Ad – a color graphics ad unit that fills all of an MMS slide;
MMS Audio Ad – an audio clip that is played while an MMS Rectangle Ad or an MMS
Full Ad is displayed.
In-App Display Advertising Units:
Mobile Application Banner Ad;
Mobile Application Interstitial Ad;
Rich Media Mobile Ad (RMMA);
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3.3: Case Study: Mobile Advertising (India)
Lead Generation for a Heavy Machinery Brand Using Targeted
Mobile Advertising
Achieves 75% reach to target audience and 25X ROI per lead
Client and Business Challenge
One of the leading global brands in heavy machineries and equipment wanted to create a distinct
imagery in India, and encourage its potential customers to engage with the brand. The brand also
wanted to specifically identify hand risers and engage with them directly to enhance sales. It was
difficult for the brand to do this in highly scattered Indian rural and urban markets through
traditional communication channels. Hence, the brand was looking for ways and means to reach
the exact target audience and generate interest and leads quickly.
Solution
To establish this objective, the brand approached one of the leading media communication
groups in India. This group conceptualized the campaign and partnered with Flytxt to execute the
campaign on mADmart, their operator anchored Mobile Advertising marketplace. Madmart had
access to the urban and rural subscriber base of one of the leading Communication Service
Providers in India, which ensured desired reach in the targeted regions for the brand. The brand
wanted to reach out to those subscribers who would possibly have requirement for heavy
machineries, specifically small business owners and affluent farmers. MADmart mapped a
specific combination of factors for segmenting the entire subscriber base of their operator
partner, so as to arrive at the right target base. Subscribers in the target group were initially sent
an attractive message to gauge their interest along with a call to action. In order to ensure high
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subscriber privacy and choice, only those subscribers who expressed their interest through
miscalling to a number were followed up in further steps for sales.
Analysis and Insights
QREDA, which is the technology backbone of mADmart, segmented their Operator partner’s
subscriber base in the desired location based on a combination factors using exploratory and
heuristic analytics. Affluence, occupation and business interest of subscribers were analyzed by
using data like demographic profiles, ARPU, handset models and spending on data services to
filter out the right target base for running the campaign.
Marketing Program Construct
The campaign was executed through SMS channel as it was the most popular channel of
communication among the target subscriber base. As a first step, promotional SMS was sent to
all subscribers in the target segment, asking them to miscall to a number, if they are interested in
a heavy machinery offer. Messages were sent in both English and local language (Hindi) to
ensure seamless and effective communication of the message. Customer care call center of the
brand followed up with the subscribers who expressed interest through miscalling to the number
Business Impact
The campaign enabled precise targeting, subscriber privacy and high ROI.
Summary of the case study
Objective: Improve brand awareness and generate sales leads for a heavy
machinery brand
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Solution: Precisely segmented mobile advertising campaign with direct sales follow
up
Data Analyzed: Usage patterns, handset data, demographic profiles, and location
data
Analytics: Exploratory and heuristic analytics based micro segmentation
Impact: 75% reach to the target segment for each communication 25X ROI for each
lead generated
3.3: Case Study: Mobile Advertising (Bangladesh)
Global handset manufacturer leveraged mADmart Mobile Ad Marketplace to
promote new models
Targeted mobile ad campaign leveraging profile, usage and
Location data generated 500K unique reach in 2 weeks
Challenge
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The client, a global mobile handset manufacturer, wanted to counter local competition and
consolidate their position in Bangladesh market by launching new series of Android and
Windows smartphones. A quick buzz around this launch, leading to more footfall and sales
before the competition could react to it, was essential for them to move towards this goal.
Preliminary research revealed that students and young professionals in urban and semi-urban
locations, who are smartphone users and social media savvy were the obvious segment to target.
Hence a Pre-launch campaign was planned targeting this niche segment, however, they had little
time to plan and execute the campaign.
Media Strategy
Mobile media was chosen to drive this campaign as it ensured more reach in less time and direct
engagement with targeted consumer. The client chose mADmart, Flytxt’s mobile ad
marketplace, with the following advantages Unique ad network connecting brands to mobile
subscribers directly Reach to more than 40% of the Bangladesh smart phone population through
two leading local Communication Service Providers (CSPs) Powered by cutting-edge analytics
driven technology platform QREDA, allowing precise targeting, reducing media wastage and
ensuring superior ROI Multi-channel capability to increase the opportunity to gain subscriber
attention With mADmart, the client was able to reach precisely targeted 500,000 consumers in
under 2 weeks’ time.
Campaign Planning and Execution
The client launched a targeted multi-channel mobile advertising campaign leveraging Madmart’s
analytics driven segmentation capabilities.
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Campaign Construct
The marketing offer was communicated through multiple channels including SMS, OBD (an
automotive term referring to a vehicle's self-diagnostic and reporting capability) and USSD. This
was important as OBD was still a preferred channel in semi urban areas and USSD was popular
in certain young urban clusters. Campaign also made sure that responses were tracked and repeat
messages were sent through a different channel to those subscribers who didn’t respond to the
first message. As part of the marketing program, targeted subscribers were eligible for availing
discounts on purchase of promoted new models from company’s retail outlets.
Analytics-driven Segmentation
Madmart enabled the client to do precise targeting by leveraging operator data:
Demographic and behavioral data available with mADmart of consumers like age group, data
use, social media usage, handset preference, handset life span, etc. was analyzed to identify the
right segment Location analytics from mADmart to further pinpoint the reach to subscribers
staying or travelling frequently in the vicinity of retail stores Heuristic analysis on past
behavioral data helped to identify the best time to send the campaign; based on when the targeted
subscriber is most likely to be in proximity of client’s retail store and when he has positively
responded to similar offers in the past Preferred channels were identified for each subscriber in
the order of priority to send repeat messages
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Multi-channel Campaign using SMS, OBD and USSD
Business Impact
Win a discount on
purchase!! Get scratch
card to win phone or up
to tk. 2500 discount.
Visit nearest store.
To stop AD: Call 989
OK
The campaign reached 500,000 targeted consumer with 0% wastage
over a period of 2 weeks, ensuring word of mouth effect for 3-4 weeks
Footfall to the client retail outlets increased by 10% over the
campaign duration
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MADmart is a full service mobile ad marketplace powered by Flytxt’s patent pending
technology with a vision to enable mobile operators monetize consumer insights and direct touch
points. MADmart enables Advertisers to reach out to targeted consumers, run sophisticated ad
campaigns and engage them with exclusive offers and highly relevant content. The capability to
advertise across multiple channels, provide unprecedented consumer reach and ability to run
impactful campaigns uniquely distinguishes mADmart in the mobile advertising industry.
Flytxt’s proprietary technology is also designed with a high focus on protecting Operator’s data
and ensuring highest subscriber privacy.
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Part-4: Findings and
Analysis
Gone are the days when mobile advertising meant sending blanket messages
to a wide subscriber base. With advanced mobile consumer analytics, mobile
advertising is fast emerging as an important component of digital
advertising, with a high return on investment. What makes mobile channel
very attractive is its reach as well as precise targeting and impact
measurement capabilities. This section describes
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Performance & Achievements of Madmart
(flytxt) at a Glance
Customers And Partners
Operations of Madmart
Factors To Drive Mobile Advertising In
2015-16
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4.1 Performance & Achievements of Madmart
(flytxt) at a Glance
500+ Million Subscribers
50+ CSPs across 32 countries
100+ Million Products sold
750K+ Segments served
$100+ Million Incremental Revenue Generated
1 Billion+ recommendations Served
$5.7 Million incremental revenue/ month
Data subscription up by 10% / month
>300% ROI on mobile Ad campaign
Mobile money subscribers doubled/ Quarter
Churn reduced by 25%
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Madmart Operator Partnership
4
MARKETERS
Operator
Business Operations & Services
Business Operations
Sales Back Office System Operations
C onsume
r
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Mobile Share in Bangladesh:
Mobile penetration of 69.4%
82% growth in Smartphone penetration from last year taking the percentage to approx.
9%
38 Million Mobile Internet users (2014)
I. Robi Share in Bangladesh:
3rd operator in Bangladesh with 20.72% Market share
With operators Bangla link and Robi Madmart can reach approx. 49% of the Mobile Subscribers
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25Mn+ Subscribers
II. BL Share in Bangladesh:
2nd largest operator in Bangladesh with 29% market share
30Mn+ subscribers
RoI (Return on Investment) for Advertiser
RoI
Consumer
Insights
Potential
for Interacting
Reach
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4.2 Customers and Partners
Customers and partners in Madmart ecosystem
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4.3 Operations of Madmart
Operation (Part1)
with advertiser through sale
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Sales Function
Product peach
Client visit
Follow up/Conversion
Work order collection
Payment (Invoice submission
payment receive)
Revisit
Business Operation
Work order/Release order
(Incitation order)
Receive/Check
Ad requirement check
Masking > SMS (11
character)
Channel to be used
Creative> Receive/
Preparation
Campaign execution
Reporting a delivery report
• Invoice
generation
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Operation (part2)
With operator through TSD & Account manager
Campaign preparation (Data &
channel readiness)
Campaign information & reporting
Payment processing through finance
Payment submission to operator
Payment receive from operator
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4.4 Few Factors to Drive Mobile Advertising in
2015-16
The smartphone penetration worldwide is set to reach close to 2.5 billion in 2015 according to
various industry estimates. Everything from work, social interactions, shopping, entertainment
and recreation, health monitoring, and fitness tracking to controlling other smart devices – all are
getting shrunk into this ubiquitous hand-held device called the mobile phone. It is no surprise
that advertising dollars are following customers where they spend most of their time. The mobile
advertising spend is witnessing 100% growth year on year. The year 2015 will see mobile
advertising having an increasingly prominent role in the marketing mix, with its industry
practices getting widely accepted, proven and matured. Let us have a look at the mobile
advertising trends that will define the year 2015.
Mobile Advertising gets increasingly data-driven
That data makes advertising more effective and output driven is old wisdom now. However, with
new devices and sources of content consumption emerging from every corner and with the ever
changing nature of the advertising landscape, identifying and combining different sources of data
– be it cross-device, cross-channel, cross platform – will become imperative for better
identification of the exact audience. It was seen in 2014 how brands felt the need to move to
more targeted promotions from mere likes and fans in social media, similarly, they will also start
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demanding the same targeted engagements for other forms of digital advertising. Data
Management Platforms (DMPs) will assume more importance as we move to a more data-driven
advertising and only those with larger reach and deeper insights will be able to thrive. Telecom
operators will emerge as the new Data Management Platform in 2015. As most advertising
ecosystem players are adopting big data technology to perform smarter analytics on ever
increasing volume of data in social and mobile space, this investment will start showing results
in 2015.
RoI becomes more attainable and sought-after
With the advent of programmatic buying, digital advertising is becoming much faster and
efficient. With programmatic buying, brands can reach the right audience across multiple
channels, in the right context at the right time and at the right price. As more and more brands
adopt programmatic buying, human intervention in buying and selling of ads will decline. As a
result, a lot of smaller ad networks will either get consolidated with bigger ones or will simply
face extinction. The data available to marketers through programmatic buying allows much
better RoI visibility and measurement capabilities. In programmatic buying, the automated
algorithm ensures that inventory is bought and sold at the best available price. This will
eventually make smaller and niche ad networks irrelevant due to their limited capabilities in
reach, targeting and optimized pricing. On the other hand, niche publishers with in-demand
audience will be the biggest beneficiary of programmatic buying.
Engagement becomes truly Multi-channel
Mobile users have the power of choice and they are becoming increasingly discerning in what
content they consume. As people spend more and more time on their mobiles, knowing where
people spend most of their time on mobile, what content they consume and how they consume,
what are the channels they prefer- all go a long way in ensuring what kind of advertisements will
be most effective way of reaching out to them. Mobile ads too will need to get smarter, provide
additional value and a richer experience rather than just inform. New tools like m-couponing will
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get more popular with brands trying to build loyalty among their customers and achieve greater
responsiveness. Multi-channel ads will significantly rise, as no one channel will hold all users.
Native ads will become default for reaching the premium segment. Rich media ads, videos,
augmented reality, touch based ads will all gain traction as brands try to outflank each other in
gaining the mobile users attention using the precise reach.
Contextual Advertising will rule
As insights get closer to population scale, hyper location ads will be able to target mobile users at
right context and geo-special ads will become a common currency. This will see increased
participation of local brands, who will now be able to reap the benefits of big data technology
too. With Mobile Operators making a foray as DMPs, contextual insights will be even more
precise, resulting in greater responsiveness of mobile ads. The growth in mobile video ads will
be the fastest ever this year as users spend more time with their mobiles. With the launch of
Amazon Echo and Siri enhancements, in-app voice ads could be biggest hype in 2015.
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Part-5: Conclusion
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This part highlights the summary of the result, which is found from
analysis of last two part and finding out problems regarding digital
advertising of Madmart and also identifies some measurement to
remove these problems.
Major Findings
Recommendation
Conclusion
5.1: Major Findings
Let me start stating three facts. It is interesting to see that the third fact is actually conflicting
with the first two facts.
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Fact 1: Consumers the world over have shifted to mobile. As seen in the chart below, the
global number of mobile subscriptions is set to exceed human population this year.
Fact 2: Advertisers are paid to ensure that their brands are visible in media with the
highest consumer reach and engagement potential.
Fact 3: There is a clear gap between the time spent by consumers on mobile media and
money spent by advertisers on mobile as an ad channel.
Now why this happens
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Mobile money spend has not kept pace with mobile time spent
According to Comscore, only 10% of digital commerce is happening through mobile. It is only
natural, Advertisers tend to spend their budgets where actual spends are happening.
While Mobile is being used for pre-shopping (comparing offers, researching products etc.),
actual purchases are still offline. Purchasing in mobile is still difficult aka smaller screens, typing
credit card numbers. We expect mobile to mature and fresh technologies like Apple Key Chain,
One Password, and Amazon Payments etc. will improve the consumer experience there by
increasing the volume of commercial transactions and money movement on mobile.
But as can be seen from the below chart, the long term trends are very clear.
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Fragmentation in Mobile Advertising Ecosystem
The Mobile space is changing very fast. The rate of smartphone adoption changed dramatically
with the introduction of the iPhone in 2007. This has introduced phenomenal change in the entire
ecosystem.
Anyone entering the mobile space will have considerable investment and effort in covering the
entire gamut of devices and vendors. This is natural in early stages of industry maturity and
consolidation of vendors is inevitable in mobile space.
Even the desktop space went through similar adoption cycles. Early adopters like Amazon,
Google, Microsoft, Apple etc. have established cash cows that can feed future innovation cycles.
Mobile will have a similar cycle. The question is who will be the leaders in mobile and who will
be the followers.
But this fragmentation and the pace of change means, means the adopters of this change – the
advertisers – will have higher friction or more problems in adopting the technology. Moreover
advertising is a creative industry and technology focused people don’t hold significant sway.
Since mobile is moving fast technically the need for technology expertise at the top becomes
paramount.
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Inertia in Advertising Industry
Moreover, Advertising is a $500bn dollar global industry, employing hundreds of thousands of
people. Any change in this vast industry will be slower and will have to be proven to each and
every company over and over so that spends can shift significantly.
So the mind share and consequently the budget shift to mobile is significant for established
agencies, as they need new metrics to measure beyond CTR; advertisers and agencies should be
able to actually elucidate if the campaign was successful or failure. It requires common currency
of measurement and targeting across channels. These metrics will come into being once volumes
pickup but for volumes to pick up, we need more spend towards mobile from the industry!
Trail Blazers need to be Explorers
As seen earlier, mobile is inexorable. Everyone these days understands that it is only a matter of
time. So what can industry players do?
Brands should commit to go where customers are. They would need completely new workflows
and so the existing expertise like media buying for TV has to change. Today’s trail blazers are
tomorrow’s leaders. They should get out of their comfort zone.
They should commit for a fixed budget to mobile and invest aggressively in learning and
experimentation. If they don’t they are missing the learning that their competitors are getting.
Trail Blazers need to be Explorers and not mere desk jockeys.
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Moreover, the industry participants also have a few misconceptions like Mobile advertising is
only about Mobile Apps & Banners on Smartphones or Mobile does not offer the reach of a
Premium league game or a super bowl spot. Choosing the right mobile advertising partner with
reach, precision targeting and multi-channel capabilities, will help in busting these myths and the
advertisers can fully leverage the potential of the ubiquitous mobile medium.
5.2 Recommendations
As per earnest observation some suggestions for the improvement of the situation are given
below:
Regulatory pressure will continue and intensify even further. Such as precautionary and
restrictive measures in the name of security, anti-monopoly and consumer privacy.
Madmart should put real care in this sector to cope up with this situation.
Data-privacy and net-neutrality debates will intensify even further. So Madmart needs to
ensure Telco’s trust on them more strongly.
New entrants, especially the Chinese manufacturers, will gain ground, quickly as more
and more handset manufacturer’s look to cross-over the traditional borders, the game of
thrones will witness more challengers and new kings. So it’s going to bring some new
changes in Madmart’s system too.
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Wi-Fi and standardization adoption will lead the way by the Increasing demand from
customers on consistent experience anytime, anywhere is intensifying the burden on
licensed spectrum bandwidth. Madmart needs to use this opportunity on their own
benefit.
Big Data platform should allow agility, fast time to decisions and an increased
productivity for Decision Scientists, and to achieve that big Data Platforms have to
evolve into self-service tools.
Telco will take the leadership in driving transparency and managing customer
expectations on multiple fronts such as privacy, convenience, and personalization,
simultaneously. That’s why Madmart should build more firm and trustworthy relation
with them.
A vast majority of mobile users who are either on feature phones or those who do not
necessarily access mobile web and apps. Hence it is quite obvious that brands are missing
a larger section of their target segments when it comes to mobile video ads. So sales team
needs more experienced, knowledgeable and dedicated officers to cover up such factors.
Multimedia messaging has risen like a phoenix in its new incarnation – RCM. If this
channel is properly exploited, it has the caliber to reshape the landscape of mobile
advertising by making it more personal, creative, and interactive than ever before.
Madmart should try hard to make CSP see this opportunity and make a best use of it for
the sake of both.
5.3 Conclusion
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As mobile advertising continues to outpace its other counterparts in digital advertising landscape,
mobile video ad, in particular, is experiencing a phenomenal growth. There are many factors that
are working in its favor, like its powerful story telling capability and its potential to go viral
when the content is engaging. The difference between a desktop and a smartphone is that the
latter is typically attached to the consumer’s hand, essentially allowing for an endless flow of
information. Insert mobile advertising, which according to recent market trends, is quickly
becoming an integral factor of digital media and marketing. In a world that is growing more
dependent on smart phones every day, it is essential that we adjust our approach to digital
marketing accordingly. Recent studies show that around 51% of the US population use mobile
devices, while only about 42% still actively use desktops. There are now billions of users on
mobile, whereas desktop users are measured in hundreds of millions. However the telecom
industry will continue to face some real challenges of eroding revenues, increasing traffic, and
higher costs. 2016 promises to bring some new factors in the market dynamics to enable Telco’s
to deal with these challenges and equip them with advanced solutions, frameworks and
methodologies to embrace new opportunities in the fast-emerging connected digital world.
Unless we all suddenly give up our relentless and vast consumption information on our smart
devices which is not likely happening—then mobile certainly is the future of media and
marketing, or at least the central component. So, I can at least assume that Madmart is going to
flourish and latter present us some good deal of a success stories.
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Final Part- Reference
This is the final part of the report. It describes
References
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References:
http://www.mad-mart.com/
http://www.mad-mart.com/blog/
http://flytxt.com/blog/
http://www.mad-mart.com/about-us/
http://flytxt.com/internal-monetization/neon/
http://flytxt.com/internal-monetization/applications/insight-api/