MaxAxion Sales Deck August 2014
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Transcript of MaxAxion Sales Deck August 2014
moving mobile media in Africa
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Africa Reach
Established in February 2014 Footprint:
Cape Town Johannesburg Lusaka- Zambia Lagos- Nigeria
Management team:
Daniel Courtenay Nicolle Harding
We are a proud to be a B-BBEE Level 4 supplier
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Supply Partners
Mobile Display
Mobile Messaging
Micro Jobber Platform
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Our Approach
customer insight
campaign objective
multi medium
performance management
Scie
nce
Art
campaign strategy
mobile Internet ad spending worldwide, by region, 2011-2017 (millions) 2011 2012 2013 2014 2015 2016 2017
North America $1,378 $4,279 $7,724 $12,031 $17,192 $22,999 $29,067
Asia-Pacific $1,770 $2,690 $4,143 $5,842 $8,120 $10,516 $13,061
Western Europe $780 $1,669 $3,589 $6,388 $9,199 $12,050 $15,184
Central & Eastern Europe $37 $71 $162 $273 $423 $609 $822
Latin America $41 $78 $150 $289 $482 $766 $1,196
Middle East & Africa $10 $21 $50 $86 $137 $219 $340
Worldwide $4,016 $8,801 $15,819 $24,908 $35,553 $47,160 $59,669
Note: includes display (banners, video & rich media) and search; excludes SMS, MMS and P2P messaging-based advertising; includes ad spending on tablets; numbers may not add up to total due to rounding Source: eMarketer, June 2013
The growth in moble advertising
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2012 – 2018; in billions and % change
8,76 17,96
31,45
45,85
61,40
77,67
94,91 119,5%
105%
75,1%
45,8%
33,9% 26,5% 22,2%
0,0%
20,0%
40,0%
60,0%
80,0%
100,0%
120,0%
140,0%
0 10 20 30 40 50 60 70 80 90
100
2012 2013 2014 2015 2016 2017 2018
mobile internet ad spend % change
Note: includes display (banners, video & rich media) and search; excludes SMS, MMS and P2P messaging-based advertising; includes ad spending on tablets Source: eMarketer, March 2014
Mobile internet worldwide ad spending
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15,37 76,07 183,57
327,28 493,91
654,07 795,89
905,26
2010 2011 2012 (E) 2013 (F) 2014 (F) 2015 (F) 2016 (F) 2017 (F)
Source: Forrester Research World Tablet Adoption Forecast, 2012 to 2017 (global) Note: 2010 & 2011 use finalised data; 212 to 2017 use estimated E = estimated; F= forecast
total worldwide installed base (figures in millions unless otherwise stated)
Tablets will pass 900 million installed users by 2017
The global gowth of tablets
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Why mobile in Africa?
13% 18% 19%
1,3%
44% 45%
82%
111% 108%
60%
132%
106%
0%
20%
40%
60%
80%
100%
120%
140%
Asia Pacific Latin America Middle East Sub-Saharan Africa
Europe (EU27) North America
Fixed-Line
Mobile
47.8x
Globally mobile penetration has reached 100%
Sub-Suharan Africa has a staggering 47.8% higher mobile internet penetration to fixed line broadband
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Source: GSMA Intelligence
Data Speeds By Region
63k 32k
97k 146k
588k
273k
723k
855k
-
100 000
200 000
300 000
400 000
500 000
600 000
700 000
800 000
900 000
Africa Middle East Latam CIS
2013
2017
Africa 89%
Middle East 88%
LATAM 87%
CIS 83%
Percentage Increase 2013 to 2017
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Source: GSMA Intelligence
Why mobile in Africa?
Source: GSMA Intelligence
2G 3G 4G 2017
4,6%
5,9%
9,6%
12%
14,2%
39,3%
7,6%
17,3%
25,8%
Senegal
Nigeria
Tanzania
Ghana
Kenya
South Africa
SSA
Developing Markets
Global Ave.
3G Penetration Breakdown in 2014
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Why mobile in Africa?
Media exposure: The South African consumer
93% RADIO
80% TV
73% BILLBOARD
23% INTERNET
83% Have access to a
mobile phone
65% NEWSPAPER
6% PC
MaxAxion Mobile RTB Supply Partners Product Guide
RTB is about reaching the right person in the right place at the right time
Why RTB? RTB is the most efficient and cost-effective mobile advertising solution
driven through data-rich bid requests from mobile exchanges efficient understand what sites and apps are working and at what price transparent access tens of billions of impressions through multiple real-time supply sources
scalable
• increased eCPM due to better targeting and utilisation
• real-time means efficiency unmatched by other forms of advertising
• automation means lower cost and effort
for sellers • access to better targeted and more
effective inventory • generate a higher return on
advertising spend (ROI) – driving agency success
• improve results even further with ‘dynamic ads’
for buyers
Bidding process How we maximise the opportunity by selecting the best ad
1. User accesses app or mobile web page
1. Bid request is generated by
Exchange partner or Oscar bidder
1. MaxAxion enriches the user profile, establishes all valid ads for request and generates optimal bid request for ad
3. 3rd party data used to add location and demographic information to the bid request. Local partners BlueKai, Grapeshot & Proximity are currently being integrated
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Targeting Combined targeting to drive improved results
Device: targeting based on manufacturer / model / device capabilities / device age
Connection: targeting based on the carrier / Wi-Fi information contained in the bid request
Content: targeting based on the type of app / site being used
Geo-tracking by country / state / DMA / postcode / latitude / longitude
Geo-tracking by POIs (such as airports / store locations)
Advanced targeting powered by geographically profiled audiences
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device
time and date
ISP
connection app name, category
& ID location
DMP segments
Mobile-specific bidding parameters Mobile DSPs offer a unique capability to generate bids based on multiple parameters
Unlike conventional desktop-based campaigns, mobile DSP bidding is far more complex, using many more detailed parameters to target the right user in the right place at the right time
Transparency and trust Transparency and trust is an essential part of every campaign we deliver
MaxAxion only works with partners that use and work with a selection of carefully chosen partners to ensure that all campaigns are transparent and that we can be trusted 100% to act in the best interests of consumers and clients
• Global blacklists employed against all campaigns for sites/apps identified as being inappropriate
• Bespoke whitelists for sensitive brands
• TRUSTe integration providing consumers with notice and opportunity to opt-out
• Active participation in industry initiatives
• Access to premium sites and apps through PMP integrations with Google, MoPub, Nexage and Rubicon *
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Direct response campaigns Tracking integrations
Desktop adservers: Commonly used by agencies, our integrations with the big adservers allows centralised reporting of campaigns, plus the added benefit of post-impression tracking on campaigns running on mobile web
Mobile adservers: Commonly used to track app download campaigns, these solutions enable you to track and us to optimise towards not just downloads, but the actions that drive ROI such as in-app purchases
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Creative production: Maxaxion works with a number of outsourced creative production houses to help you build creatives that will delight and engage with your target audience
Integrations: We are integrated with the leading rich media adservers, including Celtra, Simplytics (now Integral) and JustAd
Response: Our Celtra integration specifically allows you to optimise not just the expand, but also around the engagement that matters - such as a video view or a social like
Brand campaigns Rich media tracking
formerly Simplytics
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EASY WORK . EASY MONEY Launch July 2014 www.m4jam.com
Introduction
Micro jobbing can be the game changer for Developing Markets
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The Market
• Official unemployment in RSA is 24.1%
• Petrol price in RSA is at an all time high
• South Africa currently has
• 69.2 million active sim cards
• 32.9 mill people in RSA with some form of telephony
• 14.1 mill smartphones (estimated)
• Data cost declining, free WIFI penetration increasing
• Current forms of advertising & market research on the decline
• Tougher legislation is changing the landscape for marketers
• Social engagement continues to grow for trusted peers and brands
• Chat based platforms are seeing the highest levels of engagement
• Exponential growth globally in crowdsourcing & crowd funding
• Customer segmentation of 1 is the holy grail for brands
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Digitally Enabled Micro Blogging
M4JAM breaks large projects into small
tasks, empowering many geographically
d ispersed people to quick ly and
independently complete the tasks using
their phones in exchange for payment.
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JOBS: Jobbers engage with M4JAM in conversation to register, find, complete and submit jobs using their phone. Text based implementation increases accessibility by attracting users from both feature and smartphone segments. • Brand activation: customer engagement and
acquisition • Market Research: client engagement surveys,
product and market research
• Mapping: POI validation & creation, speed limits & road name confirmation and capture
• Merchandising / stock control: brand positioning, displays, stock shortages etc.
• Auditing: outdoor media, Large Asset Audits, Property, OHS etc.
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The JOBBER: Simply search for a job near you, follow the instructions, take a picture, complete no more than 3 fields and submit. Once the client approves, you get paid for your micro tasks. The more you do, the higher your M4Jam Jobber status and the more you earn.
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The CLIENT: Simply confirm a batch of micro tasks, fund your project and m4jam will post the micro jobs on your behalf. We send you the completed work package for your approval, including the following information about the jobber completing the task: • Name • ID Number • Contact number • Contact email
Accepting and completing the micro job is the primary goal and as part of the work acceptance the successful jobber authorizes the CLIENT to gain access to above personal information.
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ENGAGEMENT: Key to the success of the platform is continually engaging the end customer whilst adding value to CLIENTS. As a result we have built the solution using game dynamics and a proven customer loyalty model. • Gamification elements: leaderboards,
social integration and check-in facilities
• Tiered Status: maintenance of your status through active micro jobbing, referrals, and product engagement
• Rewards & Discounts: increased payment for jobs performed, preferred jobs, discounts or rewards from the CLIENTS that you have previously worked for
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ENGAGEMENT MODEL We are building game dynamics into the product enabling jobbers to be rewarded as they progress and complete more jobs. The status levels are based on the Discovery Vitality model. The levels are defined in the table below.
Platinum Member
Gold Member
Silver Member
Bronze Member
Status Requirements
Number of completed jobs to qualify for the level.
500 300 150 0
Minimum number of jobs to be completed per month to maintain current status level.
100 75 50 0
Number of new member introduced in total to qualify for the status level.
50 35 20 0
Percentage of first submission success rate to maintain status level.
95% 85% 80% 75%
Associated Benefits per level
Rand value of the job (the value displayed per job will be linked to the individual’s status level therefore they will only see the value that they can earn.) Refer pricing model
100% 95% 90% 85%
Preferred jobs allocation and selection Yes No No No
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PAYMENT: Payment will be facilitated through a check out mechanism that allows the end user the ability to select the payment mechanism of their choice: • Phase 1:
• Cash out their earnings at a till point or an ATM via an SMS code without having to create a bank account.
• Receive data or voice bundles in exchange for cash payment.
• Phase 2: • Receive vouchers or coupons in exchange for cash
payment.
We are using Mobile Money’s API to process our payments (http://www.mobilemoneysa.com )
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JOB EXAMPLES
Job Name Required Action Client Deliverable Point of Interest (POI) Validation
• Go to the specified address • Take a photo of the exterior or
interior of the business • Confirm your location on the
mapping software using the locate me arrow.
• Type in the name of the business in the field provided.
• Submit the job.
Report detailing: • Time and date of the job • The business‘s GPS location • The business’s name • Photograph(s) of the business as
specified.
Point of Interest (POI) Creation
• Go to the specified address • Take a photo of the exterior or
interior of the business • Confirm your location on the
mapping software using the locate me arrow.
• Type in the name of the business in the field provided.
• Submit the job.
Report detailing: • Time and date of the job • The business‘s GPS location • The business’s name • Photograph(s) of the business as
specified.
In phase two we plan to release the ability for the jobber to submit video footage of up to 15 seconds per POI, this will assist street view and video navigation solutions for companies where street addresses are not easily identified.
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Job Name Required Action Client Deliverable Surveys • Answer the following 5 questions
about product X • Question 1 • Question 2 • Question 3 • Question 4 • Question 5 • Submit the job.
Report detailing: • Time and date of the job. • The results of the 5 questions
asked, they will be: • Aggregated according to client
specification (age, geo location, gender, LSM etc.)
• Detailed answers per job
Outdoor Media Audits
• Go to the specified address • Take a photo of the signage on
display • Confirm your location on the
mapping software using the locate me arrow.
• Type in the condition of the signage in the field below.
• Submit the job.
Report detailing: • Time and date of the job • The signage‘s GPS location • Condition of the signage • Photographs of the signage as
specified.
*** Refer to the annexure for campaign based examples
JOB EXAMPLES…
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JOB EXAMPLES
Job Name Required Action Client Deliverable Point of Interest (POI) Validation
• Go to the specified address • Take a photo of the exterior or
interior of the business • Confirm your location on the
mapping software using the locate me arrow.
• Type in the name of the business in the field provided.
• Submit the job.
Report detailing: • Time and date of the job • The business‘s GPS location • The business’s name • Photograph(s) of the business as
specified.
Point of Interest (POI) Creation
• Go to the specified address • Take a photo of the exterior or
interior of the business • Confirm your location on the
mapping software using the locate me arrow.
• Type in the name of the business in the field provided.
• Submit the job.
Report detailing: • Time and date of the job • The business‘s GPS location • The business’s name • Photograph(s) of the business as
specified.
In phase two we plan to release the ability for the jobber to submit video footage of up to 15 seconds per POI, this will assist street view and video navigation solutions for companies where street addresses are not easily identified.
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Soccer Ladum
a
MTN
Mobile Money
Media 24
Mxit
SASSA
Project Isizwe
NSFAS
2Go
MWeb
Vodacom
Wifi Hotspot
s
Super Sport
COMMUNITY REACH
Phase 1: • WeChat
Phase 2: • Mxit, Mobile Money,
SuperSport, MTN Loyalty, Media 24, Soccer Laduma, NSFAS, SASSA and Mweb
Phase 3: • WiFi Hotspots, 2Go,
Vodacom and Project Isizwe
Mxit Media Product Guide
This is a detailed document on Mxit Media Products with best practice and technical specifications to help you make the most of your advertising campaign
Real-time audience targeting
Age Gender
Device
Location
Operating System
Network
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7.4 million monthly active users
6.5 million users in South Africa
Works on over 8,000 mobile devices
Chat | Connect with friends | Buy | Learn | Mxit Reach
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Mxit at a glance
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Top countries
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Activity on Mxit
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Who uses Mxit in South Africa? Core audience: 18 – 24 years old
LSM 6 – 8 with a geographic and ethnicity split reflecting the SA population
Ethnicity:
Black: 67%
Coloured: 21%
White: 8%
Malay/Indian: 4%
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Multi-platform
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Top devices
• Full colour ad, like a glossy magazine cover • Displays for 5-8 seconds at login • Delivers strong call to action in clutter-free ad
space
• Instant subscriber conversion with click functionality
• CTR between 2 and 3%
Splash screen
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• Static, full-colour banner within 3rd party apps
• Take advantage of high traffic properties
• Great for direct-response advertising
• CTR of 0.5%
Banner ads
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With more than 265m subscribers across Africa!
Text Tag Advertising Options… • Please Call Me’s
• Missed Call Alerts
• Service Notifications
• End of Call Notifications
• Recharge Notifications
• Balance Checks
Please Call Me: 0123589875
AD: Nakumatt Smart Offer: 46”
LCD for only KSHS 89,995 – Galleria grand opening
special. Click http://lnq.in/nakumatt
OK Reply
Please Call Me Notification
• Brand Message • Promotional Message • Click to Call • Click to Call Back • Click to Mobi • Click to USSD • Or simply drive
consumers to purchase or to store
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Mobile Display Advertising Options… • Text Ads • Static • Animated • Rich Media
• Tenancies
Landing Page
Mobile Web
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Voice Advertising Options… • Hello Tunes
• Voice Messages
• Outbound Dialler + IVR
Response Database
Audience Database
Outbound Dialler IVR Number
Inbound Call
Answer
Ignore
Audio Message
Inbound Call
Dial 1
#
Interactive Voice
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