Redefining Mobile Advertising in Africa

Redefining Mobile Advertising in Africa

The challenge of mobile marketing Marketers today struggle with the following: Reaching enough customers Targeting precise audiences Performance & ROI

Adrenaline is a platform designed to help brands advertise on the channels of Mobile Network Operators (MNOs). Adrenaline offers advertisers: Introducing Adrenaline Unbeatable scale from both offline & online channels Rich data to target individuals more accurately Nationwide reach across all locations and economic classes Superior performance results with non-web channels

How Adrenaline works? Adrenaline connects brands and their services to the right user at the right time by leveraging insights from data, channels and tools with advanced optimization techniques. Brand Users Data Channels Tools Data Channels Tools User behaviour Audience segments Technographics Notification channels Flash messaging Operator portals Ad formats Performance tracking Mobile intelligence

Adrenaline guarantees superior scale Advertising on Adrenaline provides marketers with access to over 74 million mobile network subscribers, whether online or offline. Across each operator, ads can be delivered daily to drive brand awareness, content subscription & downloads on: 70,000,000 USSD notifications; 2,600,000 SMS notifications; 340,000 web impressions

Adrenaline reaches everyone Adrenaline reaches millions of users across different devices, interests & social class. Upper class, literate, high income earners, smartphone users Low income earners, majority of non-literate non-smartphone users Semi-literate to literate, smartphone & feature phone users, mid-level income earners Lower-upper to middle class, literate, high income earners, smartphone users

Adrenaline offers unique targeting Adrenaline leverages on our Data Management Platform to combine data from offline and online sources. This helps to Target individuals by their transaction history e.g. airtime recharge, data subscription etc, giving deeper insights on individual mobile spend, frequency of usage, purchase intent & general affinity to a product. N N Target audiences: audiences are more accurately identified & targeted to drive performance, based on their location, behavioural patterns/interests, gender and age bracket

Adrenaline data sources Adrenaline combines these offline & online data sources to identify and target unique customers. Offline Data Online Data MSISDN SIM Registration Info Recharge Info Data Plans Spending patterns Subscribed Services Browsing history Interacted Ads

Adrenaline s targeting boosts performance The richer the data, the better the targeting. The better the targeting, the higher the performance.

Adrenaline enhances performance These channels are effective for: pushing brand awareness installs due to - vast reach, frequency and ease of use and Operator Services generating leads, surveys & content subscription considering their highly interactive nature.

Adrenaline Channels

01 PUSH CHANNELS (SMS, USSD) Key Characteristics: Mobile operator initiated More character space Guaranteed target audience reach

02 SMS (PUSH message) Channel Overview SMS uses a store-and-forward technology: The customer receives a text message in the inbox of their phone. After the message is read, the user can delete, save or forward SMS is limited to 160 characters. The Product Advertiser initiated, full message containing only campaign message Can include clickable LINK to external landing page Can enable click-to-call, click-to-ussd Supports a 2-way SMS interactive session Only available between 6am 7pm daily Benefit Message can be sent to a mobile phone and stored for several days if the phone is not activated or within range. SMS content remains stored in the mobile phone memory Can include call-to-action link Use Cases Performance campaigns: App installs, lead generation campaigns etc. Brand awareness campaigns: Promotional messages etc.

03 HOW IT WORKS A The advertiser sets a unique identifier (sender ID) during campaign set up. B Once advertiser sets up campaign and enters campaign message. The campaign message is then delivered to the recipient s mobile device inbox as text message. C If campaign message contains a callto-action link, user can click on link to be directed to Advertiser s landing page. This link is usually shortened in the campaign message. New Message Get An Instant Loan Of Up to 30k. Download Loaner app now http://bit.ly/2oh3pi8 Campaign Setup

04 USSD (PUSH MESSAGE) Channel Overview USSD is a session based, real-time messaging option similar to SMS. Messages display on the phone screen immediately upon arrival which disappears upon navigating away and will not be saved in your inbox. Performing a balance enquiry on your phone is a situation where USSD application is used. Typically USSD is managed, & communication will happen only with the designated destinations controlled by your service provider unlike SMS you can send to anyone The Product Advertiser initiated, full message containing only campaign message It is INTERACTIVE and responses are obtained in real time Supports menu-based applications (allows for more user interaction) Only available between 6am 7pm daily Benefit 182 characters (more than characters allowed using SMS) Faster response rate (real-time) than other messaging options, as it is session based Messages are viewed instantly as they overlay on the screen Messages appear over the screen even in idle state Use Cases Interactivity: Voting & polling, surveys, feedback, competitions etc. Informational Services & Updates: News, Sports scores, stock market, flash emergency alerts, sports scores and more.

05 HOW IT WORKS A The advertiser sets a unique identifier (sender ID) during campaign set up. Once advertiser sets up campaign and enters campaign message. B The campaign message is then delivered to the recipient s mobile device screen as a popup message overlay. The message typically contains campaign information and prompts the recipient to click on ok to close (static). C The message can also be interactive by prompting the recipient to respond to the option (interactive). The message prompts are displayed one after the other till end of campaign message in interactive sessions. The message disappears from the recipient s screen at the end of session and cannot be stored in user s phone. Share a bottle of Cola with your friends today. Visit your nearest store now. To participate in the challenge, reply with your option below: 1. Dance Competition 2. Karaoke Competition 3. Exit To participate in the challenge, reply with your option below: 1. Dance Competition 2. Karaoke Competition 3. Exit 2 OK Reply Dismiss OK Campaign Setup

PULL CHANNELS 02 1. End of call notification (Via SMS & USSD) 2. Balance Enquiry (Via SMS & USSD) 3. Recharge Notification (Via SMS & USSD) Key Characteristics: User initiated Unobtrusive Higher response rate

07 END OF CALL NOTIFICATION (VIA SMS) Channel Overview The End of Call Notification (EOCN) is a notification SMS received at the end of every voice call informing customers of the total cost of their last call and the remaining balance in the customer s account The Product Text-based channel delivered via SMS User initiated, message containing end of call notification details and an appended campaign message Can include clickable link to external landing page Can enable click-to-call, click-to-ussd Between 20 60 characters Available 24/7 Advantage Inexpensive advertising channel User-initiated - dynamic, unobtrusive Can include call-to-action link Message can be sent to a mobile phone and stored for several days if the phone is not activated or within range. SMS content remains stored in the mobile phone memory Use Cases Brand awareness: Always on brand & promotional campaigns Informational Services: Quick updates & reminders for ongoing campaigns Traffic Building: Drive traffic online or offline

08 HOW IT WORKS A User A initiates a call to User B B After call is ended, User A then receives a text message with the just concluded call information plus an appended advertiser campaign message i.e. remaining balance, cost of call and duration + campaign message C If advertiser campaign message contains a call-to-action link, user A can click on link to be directed to Advertiser s landing page. This link is usually shortened in the text message. The message remains in User A s inbox until deleted Last call was 16 secs at N 3.29. New balance is N77.77. Take this survey and win a free trip to Dubai for 7 days. Last call was 16 secs at N 3.29. New balance is N77.77. Take this survey and win a free trip to Dubai for 7 days. User A User B User A User A

09 END OF CALL NOTIFICATION (VIA USSD) Channel Overview The End of Call Notification (EOCN) is a notification USSD message received at the end of every voice call informing customers of the total cost of their last call and the remaining balance in the customer s account The Product Text-based channel delivered via USSD User initiated, message containing end of call notification details and an appended campaign message It is NON interactive Between 20 60 characters Available 24/7 Benefit Inexpensive advertising channel User-initiated - dynamic, unobtrusive Messages are viewed instantly as they overlay on the screen Messages appear over the screen even in idle state Use Cases Brand awareness: Always on campaigns Informational Services: Quick updates & reminders for ongoing campaigns

10 HOW IT WORKS A User A initiates a call to User B B After call is ended, User A then receives a message on their device screen as a pop-up flashlike message, with the just concluded call information plus an appended advertiser campaign message i.e. remaining balance, cost of call and duration + campaign message. C User A is then prompted to click on OK. The message disappears from User A s phone screen after they click on OK Last call was 16 secs at N 3.29. New balance is N77.77. Take this survey and win a free trip to Dubai for 7 days. Text sub to 50210. Last call was 16 secs at N 3.29. New balance is N77.77. Take this survey and win a free trip to Dubai for 7 days. Text sub to 50210. OK OK User A User B User A User A

11 BALANCE ENQUIRY (VIA SMS) Channel Overview The Balance enquiry (BE) notification is sent as a text message (SMS) to a user after they query their account balance. It typically contains the user s remaining airtime or data balance. The Product Text-based channel delivered via SMS User initiated, message containing user s airtime balance information and an appended advertiser s campaign message Can include clickable link to external landing page Can enable click-to-call, click-to-ussd Between 20 60 characters Available 24/7 Advantage Inexpensive advertising channel User-initiated - dynamic, unobtrusive Can include call-to-action link SMS content remains stored in the mobile phone memory Use Cases Performance campaigns: App installs, lead generation campaigns etc. Brand awareness campaigns: Promotional messages etc.

12 HOW IT WORKS A B User A initiates balance enquiry via a USSD command e.g., *556# Note: balance enquiry can also be initiated via other options e.g., SIM menu *556# Your main balance: 77.69; Get unlimited access to the world s top game store @ 50 only. Subscribe now The requested information is then sent to User A as a text message. The balance enquiry information sent typically includes the user s account balance plus an appended advertiser s campaign message i.e. remaining balance + campaign message. If campaign message contains a callto-action link, user A can click on link to be directed to Advertiser s landing page. This link is usually shortened in the text message. The message remains in User A s inbox until deleted.

13 BALANCE ENQUIRY (VIA USSD) Channel Overview The Balance enquiry (BE) USSD notification is sent to a user after they query their account balance. It typically contains the user s remaining airtime or data balance. The Product User initiated, message containing user s airtime/data balance information and an appended advertiser s message Text-based channel delivered via USSD It is NON interactive Between 20 60 characters Available 24/7 Benefit Inexpensive advertising channel User-initiated - dynamic, unobtrusive Messages are viewed instantly as they overlay on the screen Messages appear over the screen even in idle state Use Cases Brand awareness: Always on campaigns Informational Services: Quick updates & reminders for ongoing campaigns

14 HOW IT WORKS A B User A initiates balance enquiry via a USSD command e.g., *556# Note: balance enquiry can also be initiated via other options e.g., SIM menu *556# Your main balance: 77.69; Get unlimited access to the world s top game store @ 50 only. Text sub to 50210 OK The requested balance information is then displayed on User A s device screen as a pop-up message overlay, with the account balance information plus an appended advertiser campaign message i.e. remaining balance + campaign message. User A is then prompted to click on OK. The message disappears from User A s phone screen after they click on OK.

15 RECHARGE NOTIFICATION (VIA SMS) Channel Overview The Recharge Notification (RN) is a notification received by a user when they top-up their airtime on their mobile network account and contains details of the new account balance. The Product Text-based channel delivered via SMS User initiated, message containing user s new account balance details and an appended campaign message Can include clickable link to external landing page Can enable click-to-call, click-to-ussd Between 20 60 characters Available 24/7 Benefit Inexpensive advertising channel User-initiated - dynamic, unobtrusive Can include call-to-action link SMS content remains stored in the mobile phone memory Use Cases lead generation Brand awareness: Always on brand & promotional campaigns Informational Services: Quick updates & reminders for ongoing campaigns

16 HOW IT WORKS User A initiates an account recharge via a USSD command and recharge PIN i.e. *555*rechrgePIN# Note: account recharge can also be initiated via other options e.g., SIM menu, Bank USSD Codes *555*rechargePIN# Your main balance: 2225.69; Get unlimited access to the world s top game store @ 50 only. Subscribe now The recharge notification information is then sent to User A as a text message. The account recharge information sent typically includes the user s new account balance plus an appended advertiser s campaign message i.e. new account balance + campaign message. If advertiser campaign message contains a call-to-action link, user A can click on link to be directed to Advertiser s landing page. This link is usually shortened in the text message. The message remains in User A s inbox until deleted.

17 RECHARGE NOTIFICATION (VIA USSD) Channel Overview The Recharge Notification (RN) is a notification received by a user as a USSD message, when they topup their airtime on their mobile network account and contains details of the new account balance The Product User initiated, message containing user s new account balance details and an appended campaign message Text-based channel delivered via USSD It is NON interactive Between 20 60 characters Available 24/7 Benefit Inexpensive advertising channel User-initiated - dynamic, unobtrusive Messages are viewed instantly as they overlay on the screen Messages appear over the screen even in idle state Use Cases Brand awareness: Always on campaigns Informational Services: Quick updates & reminders for ongoing campaigns

18 HOW IT WORKS A User A initiates an account recharge via a USSD command and recharge PIN i.e. *555*rechargePIN# Note: account recharge can also be initiated via other options e.g., SIM menu, Bank USSD Codes *555*rechargePIN# Your main balance: 2225.69; Get unlimited access to the world s top game store @ 50 only. Text sub to 50210 OK B The recharge notification information is then displayed on User A s phone screen as a pop-up message overlay with the new account balance information plus an appended advertiser campaign message i.e. new account balance + campaign message User A is then prompted to click on OK The message disappears from User A s phone screen after they click on OK

Tools: Campaign performance tracking These platforms track activities (impressions, clicks, leads, installs, subscriptions etc.) on a campaign URL to help optimize performance.

Thanks! Any questions? marketing@twinpinenetwork.com