Winning consumers with targeted marketing in Bangladesh

VU Mobile Limited

Mobile Online Advertising

Mobile online Ad in Bangladesh – enormous potential

133.8 million mobile phone

subscribers…

33 million ACTIVE mobile internet users…

…which is 68.8% of Total Population

Current annual mobile ad market size is

more than 3 million USD

...comprise 80% of total internet users

For 70%, mobile is

the only access channel

90% of mobile internet

traffic is directed to non-local content and services

None of the international player have clear hold on the Bangladesh Mobile Ad Market

AdPlay: A complete Mobile Ad Solution for Bangladesh

AdPlay is a cloud based Mobile Marketing Platform for Advertisers

This 360o solution helps Advertisers for customer targeting and acquisition

Ad Play inventory which combining both app stores and mobile web has a monthly reach of up to 700mn impressions for BD users

Take a sneak peek into AdPlay:

http://www.youtube.com/watc

h?v=jVtwsGfBuig&rel=0

Unique features of AdPlay

User mobile number tracking

Multiple ad formats &

filters

Intelligent customer profiling

Easy Self-manageable

panel

Strong analytics & Real Time reporting

Engaging multi model

CTA

Result-based economical pricing – CPC, CPA

Operator filtering, advanced

user profiling and remarketing

AD Formats Multiple ad formats possible

Full Screen Banner In-Game/App Text Video

Telecom Operator

Sports Travel Tech

Games Music

Movie

Multi-parameter profiling for targeted marketing

Operating System

Package Type Platform

APN In-app Mobile portal

User Browsing Preference

Post-paid

Prepaid

Handset &

Model

Access Point

VAS Usage

Games/ music portals

SMS infotainment by category

An Intelligent Customer Profiling Engine

An Intelligent Customer Profiling Engine helps AdPlay to build various target groups based ...

Customers online activity

OTT application activities

VAS usage

A core target profile is generated based on the following parameters...

Demographics

• Income

• Profession

• Gender

• Parent

• Student Professional, etc.

Lifestyle

• Affluent

• Traveller

• Retail habits

• House owner

• Fashion

• Health and fitness etc.

Browsing habits

• Entertainment

• News

• Sports

• Movies

• E-commerce

• Content download

VAS profile

• SMS infotainment: news, sports, health, career, romantic

• WAP portals: music, movies, sports, games

Multiple CTA = Higher Turn Around

To make ads more engaging, innovative and result-oriented AdPlay offers multiple CTA options

Click to display

Click to call

Click to SMS

Click to activate service

Click to download content (app)

Campaign

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Online Reporting panel of AdPlay

Real time ad and balance tracking allows for immediate optimisation of campaign

AdPlay panel can also be used for Remarketing and serving offline mobile advertisements via SMS, WAP push and/or IVR platforms

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Actions say more than words…

The experience

AdPlay performance in Bangladesh

Parameters 2013 2014 (Till June)

Total impressions served 4,066,081,266 2,147,277,316

Total clicks 30,127,331 17,032,164

Click through rate (CTR) 0.74% 0.79%

Average monthly clicks 2,510,611 2,838,694

Unique users 28% 30%

Above data indicates the number of Impression is increasing along with No of Clicks

Higher CTR ensures higher interest

Case study: Grameenphone 3G campaign

Campaign duration

Nov – Dec 2013

Campaign goal

Promote Grameenphone 3G packages across all mobile internet users of Bangladesh

Targeting

All internet users of Bangladesh accessing via operator APN and WiFi

Campaign successes

Achieved more than three times the industry average CTR

Reached all mobile operators subscriber base

Captured 76% unique MSISDN clicking on the campaign advertisements

Case study: Emirates Hello 2014 campaign

Campaign duration : Oct 2014

Campaign goal

Promote Emirates’ latest flight offers to potential business class and economy passengers on the occasion of the New Year via a one week rapid communication burst

Advertisement filter

High-end smartphone handsets on iOS and Android

Campaign successes

77% of campaign clicks came from the targeted premium handset users

Achieved an above average industry CTR

Reached a comprehensive base of users accessing internet through WiFi and mobile data

AD Play Credentials

Offer end-to-end managed services including ad placement, campaign setup and publishing, portal/landing page creation and customized reporting

Provide 360-degree mobile channel provisioning for ad campaigns

SMS, WAP push, Mobile online ads, IVR outbound dialer and mobile billing for m-commerce campaigns

Have extensive reach of ad inventory with monthly capacity of 700million impressions per month

Readily Addressable TG of 4.5million unique mobile phone users

They chose us…

They chose us…

VU Mobile Limited

Areeb Tower, Level 5-6

48 Pragati Sarani, Baridhara, Dhaka

T: +880 2 9897942; F: +880 2 9893293

E: info@vumobile.biz; W: www.vumobile.biz

Thank you!