ADVAN

DIGITAL MARKETING

Agenda
1

2
3 4 5

What is digital Marketing?

Communication across electronic channels that encourage interaction and sharing

Digital platforms mean much more than online

Global Landscape Spend and Trends

Year on Year global advertising spend growth

14.0% 12.8% 12.0% 11.7% 10.0%

8.0% 6.7% 6.0% 4.9% 5.0%

4.0%

3.7%
2.7%

3.4%

3.7%

4.1% 2.4% 0.5% -0.1% 2.9%

2.0%

0.0% All Advertising -2.0% TV PRINT -1.5% Other Traditional Online

-4.0% Global Europe US

2012 Online Spend projected at 18% of global ad spend ($83.2bn)

Online opportunities are changing the game

Where is money spent online?

Email, 1%

Lead Generation, 5%

Spend Breakdown, 0

Rich Media, 6%

Search, 46% Classified, 10%

Facebook, 3%

In 2011, Search still accounted for almost 50% of all digital spend This has been consistent over the years

Display, 21%

Talking Search

Paid and organic search

Whats interesting about display? Rich media and video

Personalized web

Over 1 million downloads daily Over 500m downloads worldwide - Apps

Google +1
Social Search (Approval rating)
Recommendation to a friend (WoM marketing)

+1 is a functionality that can be added to our corporate and activation sites For now +1 is for search but will soon be used for content sharing

Lady Gaga launched her new album in Farmville

Produced by

15

Trending, hashtags @#$ What do these all mean?

The Arab Spring social, mobile and viral

What to look out for in the nearest future

The Future of Digital - Integration

Apple is world's most valuable company after iPhone frenzy drives record profits a big contender apps market is worth $7.68bn apple owns 90% of paid apps revenue

Google may be the largest threat yet. They have the strongest cross platform network bar none

NIGERIAN LANDSCAPE

Nigerian Digital Media Landscape at a glance

Content, Search, Social and Facts These lead browsing behaviour in Nigeria

Mobile browsing has surpassed desktop browsing for 3 months running

Mobile usage is different for each segment but youth usage is highly social Sophistication of top 10 handsets has increased over the year

45m Nigerians online Top 20 most visited sites by Nigerians

Daily unique users (000)
400 350 300 250 200 150 100 50 0

Vanguard is the largest Nigerian Site Twitter data is under represented due to media consumption methods. E.g. Twitter apps on mobile etc. Search is big - Google has the largest reach Youtube is 5th most visited site
Source: Alexa

Mobile Application Landscape in Nigeria

Digital landscape Mobile web keeps growing Cost of android phones are on a decline Growth of android phone are rising Google purchased Motorola mobility last year Blackberry searches/ interest is strong in rural areas and semi urban Kwara Implications Mobile web remains key Mobile Web is larger than PC Web, this will increase Android mobile applications to be a good investment Mobile phones sophistication will increase amongst lower market segments Blackberry apps are important in the short and mid term

Mobile
Mobile usage is hugely call related Mobile chat services are a hit Mobile usage is different for each segment but youth usage is highly social Sophistication of top 10 handsets has increased

How is digital consumed? Rise of the Mobile Web

75 70 65 60 55 50 45 40 35 30 Desktop Mobile

65%

35%

25 Jan 2010 Feb 2010 Mar 2010 Apr 2010 May 2010 Jun 2010 Jul 2010 Aug 2010 Sep 2010 Oct 2010 Nov 2010 Dec 2010 Jan 2011

The mobile Internet is becoming the sole or primary access method for many
Recent studies show that for roughly 50% of African mobile internet browsers, use this as the primary access method
Mobile Internet Users Who Never or Infrequently Use the Desktop Internet
80% % Mobile Browsers 70% 60% 50% 40% 30% 70% 59% 57% 55% 54% 50% 44% 32%

30%

25%

22%

20%
10% 0%

19%

Countries: Egypt, South Africa, Ghana, Nigeria, India, Indonesia, Thailand, China, US, UK and Russia

Emerging markets mobile only browsers are mostly under 25

In emerging markets like Nigeria, the vast majority of the mobile only are under 25, the vast majority are male and many are in education.

Mobile Only Generation

% Mobile Only Generation 100% 80% 60% 40% 20% 0% Nigeria India Under 24 Over 25 UK US 76% 24% 26% 58% 76%

72%
42% 24%

Countries: Nigeria, India, US, and UK Date: July- November 2010

Content, Search, Social and Facts These lead mobile browsing behaviour in Nigeria
Over 50% of mobile browsers go to sites for downloading games and music Communication services such as social networking (FB) and email are popular Almost half of respondents use search (Google)
Top Genres of Mobile Internet Sites Africa 7
60%
50% % Mobile Browsers 40% 30% 20% 10% 0% 55% 54% 52% 48% 46% 44%

43%

43% 35% 32% 30%

Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal Date: October 2010

2go Demographics
35+ 30 - 35 27 - 30 24 - 26 9,000,000 Nigerian Subscribers 5% 8% 11% 21%

20 - 23 46%

16 - 19 12 - 15

6% 3%

Lagos Abuja

1,200,000 560,000

Rivers
Kaduna Delta

500,000
450,000 350,000

Consumer Behaviour is changing

Broadcast messages

Consumer interaction

Then
TV
Video

now
Ongoing dialogue
Single Use Multiple Use

Dominant

Guaranteed reach

Socialize

Social Networks

Highly fragmented

Phones

Mobile Devices

Campaign focused

Highly targeted

Source: TVB 2010, Knowledge Netwo

Social influence on subsidy protests Youtube, BB, Facebook #OccupyNigeria

Engagement on the go, Social is mobile Language evolution

Still Searching . . .

One thing remains clear

Content is king and Usability is queen

Museum of Me

Strengths of digital

Increased Share of Voice

Digital platforms are not as congested as traditional media channels

Better Targeting

Tactical Response

Engagement and interaction

More measurable

Set Back: Data Ownership

Do these ideas work locally?

Here are some case studies

Category Market Challenge

Femcare Nigeria

Product Timing

Sanitary Pad 2009

Medium Budget

Digital $

Consumer does not want to keep checking her protection every time.
Drive new communication awareness of brands superior protection

Solution
Create a community of young ladies enabling them talk about hygiene Drive fan take-up Facebook page served as point of convergence for TG & their peers Extend the TVC online

Insert Visual (s) here

Results and Learning

Recorded over 20,000 fans, 5 star post quality,

downloads of TVC, wallpaper and ringtone

Insert Visual (s) here

Insert Visual (s) here

High consumer participation due to consistent

page management and content

Category Market Challenge

Real Estate Nigeria

Product Timing

Real Estate 2011

Medium Budget

Digital $

Recruit HNIs willing to purchase Real Estate locally and in Dubai

Solution

Lead Generation campaign based on recent browsing behaviour Interest Category Marketing
Reach Clients with Recent interest in Property to ensure relevant and effective advertising High Quality leads to give sales team best chance of conversion Target CPA to be met to guarantee campaign efficiency and ROI

Results and Learning In the last 5 months the Nigerian ICM CPC is 17% less (avg) than the CPC for Nigerian Display Building 1 more ICM campaign on top of the 2 ICM campaigns they already have High Quality Leads that Dont Break the Bank

How is it measured?
Third party ad tracking online and mobile: e.g. Doubleclick, SmartAdserver, eyeblaster
Social ad monitoring, management and optimization tool Alchemy
Social pages have engagement and page interaction data TAT, post virality, most viewed pages, external referral sites etc

When using multiple sites, it is important to use an adserver

One central location, eliminate reporting discrepancies; media audits Enjoy integrated reporting, consistent measurement, and a better understanding of customer interactions with your brand across sites Understand the true reach of a campaign What happens beyond the click etc Post impression tracking