THE BIRTH OF SNAKK MEDIA

01 02 03
THE HYPERFACTORY SNAKK MEDIA: LAUNCHED
Launched Snakk Media A global mobile media in Auckland Dec 07
to bolster the new sales network, the with exclusive
discipline of mobile first of its kind, representation for the
advertising: media specialising in launch of advertising
packaging and on New Zealand’s
representing mobile largest mobile
media advertising destination:
opportunities Vodafone V-Live
 THE CURRENT MOBILE MARKETING LANDSCAPE

Within the current ecosystem in NZ brands have been extremely active

participating in wide range of mobile marketing activities including:
THE SHIFT : FROM MOBILE MARKETING TO MOBILE MEDIA

So what’s changing?

•Shift in NZ from Mobile Marketing to encompass Mobile Media.

•Similarities to Online - display ad units; search; CPMs, CTR’s.
•Yet elements are unique to mobile – – Immediacy & relevance,
targeting & fufilment
•SPAM is NOT an option!

The opportunity allows brands to connect with their

audience in a contextually relevant environment.
WHAT IS THE OPPORTUNITY HERE?
• Reach:
• Accessibility to market
• NZ’s most active mobile internet users
• Targeting:
• Behavioural & contextual
• Target by predefined parameters
• Intelligent user profiling
• Immediacy & Relevance:
• Get your brand in front of your audience at the right time, omni-present
• Get the right offer in front of your audience
• Fulfilment:
• Click to call, click to text
• Download coupons
• Real time campaign management & optimisation
• Creative tracking & campaign optimisation
• Responsive campaign management
• Bundled offer crafted specifically for your brand
• Snakk can manage all aspects of your campaign from media planning and
production through to post campaign analysis
IN SUMMARY: SO WHY MOBILE MEDIA?

•MOBILE MEDIA IS EFFECTIVE

• Average CTRs are 3-7% vs. 0.2% for online campaigns
• Now has enough reach to be an effective traffic driver

•MOBILE MEDIA DELIVERS GREATER TARGETING ABILITIES

• Behavioral & contextual
• Target by predefined parameters

• MOBILE MEDIA DELIVERS A HIGH ROI

• Has the best conversion rates of any digital medium
• Effectiveness through lowest cost per acquisition of all channels.

• MOBILE MEDIA HITS A VARIETY OF CAMPAIGN GOALS

• Deep Engagement & Measurable
• Branding/Awareness
• Direct Response
• Engagement
• Lead Generation
• Traffic-driving
• Acquisition
OUR NETWORK
VODAFONE LIVE! TODAY

New Zealand’s largest mobile internet destination

10m impressions a month from 450,000 visitors
On average visitors spend between 5 – 7 mins
SMS service messages monthly volumes:
•Balance – 5.5 million / 1.1 million uniques
•IOU – 500,000 / 350K uniques
•Top Up – 1.4 million / 840K uniques
VODAFONE LIVE! : TARGETING

• Value segmentation – core, medium, high, premium

• Account type
• Rate Plan
• Handset type
• Gender, age,
• Micro-segmentation – premium users, tireless texters
• Data usage
Beats Working...
“The young, urban George
listeners often make snap
AUDIENCE purchase decisions – that’s why
•18-39 year old Aucklanders we advertise on their mobile
destination” – Air New Zealand
•44% of audience earn $80k+
•56% are in socio-economic groups 1-2
•Early adopters, brand and label conscious,
influencers
•High consumption consumer lifestyle
•Like to travel and socialise
•Buy experiential products
“We believe the future of music delivery is
through mobile, whether that be through a
tuner or through a browser. An m site is
the start of migrating our website to a
mobile platform” – Jef Kay
NZ Mobile Magazine for Men on the Go
“The easiest way to connect with the
young, wealthy set who are constantly on
AUDIENCE the move” – Continental Car Services
•18-35 year old males
•36-60 year old males secondary
•Active, intelligent, influential, leaders
•Tertiary educated, ambitious, aspirational
•High level of disposable income
•53% of readers earn $80k+ (Nielson1)

“Mobile’s the one instrument that goes where

ever they roll, and with our online success, the
potential is there to cross that value offering over
to the cellphone” – Frank

1
Nielson/Net Ratings May 2007
NEW ZEALAND’S INDEPENDENT “Advertising on Scoop means our
NEWS MEDIA message is going out to
educated, affluent business
AUDIENCE decision makers – that’s who we
need to reach” – New Zealand
•25-54 year old slight female bias
Public Service Association
•Top professionals in business, government and
media
•Urban based, 75% North Island skew
•50% earn $80,000k+, 26% earn $120k+
•Heavy internet users (90% browse daily)
•41% work for companies with 50+ employees

“News breaks constantly, and mobile

allows us to communicate what’s
happening in New Zealand and around the
world to our browsers as it happens,
wherever they happen to be” – Alastair
Thompson
Data from Nielson/Net Ratings July
2008
ABOUT TO LAUNCH…….
CASE STUDIES
CASE STUDY: AIR NEW ZEALAND 24HR AUSSI DEALS

Campaign Objective:
• Extend the 24hr Aussi Deals offer to Vlive! Audience
• Talk to the audience at a time when the most relevant
medium is mobile

Mechanics/Placement:
• Home page – tenancy based for 4 week period
• Consumers clicked from banner through to mobile
landing page with offer details.

Measures of Success:
• To exceed online CTR

Results:
• Average CTR rate 4% vs less than 0.02%
CASE STUDY: AIR NEW ZEALAND GRAB A SEAT PROMOTION

Campaign Objective:
• Extend the reach of the “Grab a Plane” promotion to
Vlive! audience.
• Encourage users to enter competition or to go online
and continue to complete the fill a plane challenge.

Mechanics/Placement:
• Home page – tenancy based for 4week period
• Users clicked on banner and went to mobile landing
page which advised of the promotion

Measures of Success:
• To engage with 1000 targeted consumers

Results:
• Average CTR rate 5%
• Interacted with 600,000 unique viewers
CASE STUDY: AIR NEW ZEALAND CAMPAIGN RESULTS
Campaign Objectives:
• Total of 6 campaigns deployed since mobile site launch
• Initial objective to increase awareness of Air NZ Mobile site & drive users to the
site
• Objectives now to communicate specific services & deals to the audience and
drive users to the mobile site for further information/engagement

Mechanics/Placement:
• Banner placement across Vodafone Live! With focus on the most relevant
sections for the specific target audiences
• Sponsored SMS on Vodafone service messages driving consumers to the mobile
site
• Users click on the specific banners / link within SMS message and are taken to
the Air NZ Mobile site – deep linking to the relevant section

Measures of Success & Results:

• Initial campaign to exceed 1000 unique visits to Air NZ mobile site – exceeded
target by 120%
• Subsequent campaign activity to achieve CTR % between 2-3% - campaign
average CTRs 4.09%, 2.43%, 3.0%, 3.0%, 4%, 5%
CASE STUDY: AIR NEW ZEALAND MOBILE SITE

Air NZ Landing Page Flight Information Blackboard Deals

CASE STUDY: AIR NEW ZEALAND MULTIPLE BANNER CREATIVES

Multiple Banner Creative Driving to the Air NZ Mobile Site

CASE STUDY: DVD UNLIMITED SPONSORED SMS
Campaign Objective:
• To encourage audience to take up free trial of DVD
Unlimited

Mechanics/Placement:
• Message included in “balance” reply messages encouraging
recipients to:
• Send an SMS to short code with “IOU” keyword to receive
special code to be entered online at DVD Unlimited to
receive free trial.

Measures of Success:
• 5% uptake of the offer to be achieved

Results:
• 64,000 IOU messages were received over the 4 day period -
60,000 of which were unique users
• Average response rate to the offer was 9%
• Cost per new customer acquisition less than 90c versus DM
$1.30
CASE STUDY : NZ ARMY FORCE 9 CAMPAIGN
Campaign Objective:
• Distribute NZ Army branded mobile game and in doing so raise awareness of NZ
Army
• Encourage increased engagement with the brand via game play
• Drive users to the NZ Army mobile site

Mechanics/Placement:
• Cross section placement including home page, hot links, news & sport
• Users clicked on the banner and are taken to the NZ Army mobile site where they
can download the branded game.

Measures of Success:
• Game downloads to exceed 2,500

Results:
• Over 4,500 game downloads
• CTR average 10%
• Repeat visitation to the site 1.8 times per user
CASE STUDY : NZ ARMY FORCE 9 CAMPAIGN

Banner Placement Mobile site Downloadable Game Submit Score

CASE STUDY: NZRU POCKET 14
Campaign Objective:
• Launch the Pocket 14 brand
• Drive users to regularly engage
with the Super 14 mobile
property – Pocket 14

Mechanics/Placement:
• Cross section placement
including home page, hot links,
news & sport
• Users who click through are
taken to Pocket 14 mobile site
to view dynamic Super 14
content & submit user
generated content

Measures of Success:
• Exceed online CTR of 2%
• Drive ongoing interaction
throughout duration of
campaign

Results:
• Average CTR rate 15%
• Traffic to site continued to grow
throughout the campaign
duration

Banner Placement Mobile Site User Generated Content Gallery

CASE STUDY: MAX FASHIONS

Campaign Objective:
• Increase awareness of Max Winter sale
• Drive consumers in store

Mechanics/Placement:
• Cross section placement including home
page, hot links
• Users click on the banner and are taken
to the Max Fashions mobile landing page
which advises them of the sale
• Allows them to opt in to email and SMS
alert database for exclusive offers

Measures of Success:
• To exceed 2% CTR
• To exceed 500 opt ins for newsletter
Results:
• CTR average 5%
• Opt in to database 1034
CASE STUDY: SKY TV
Campaign Objective:
• Increase uptake of the Sky “Free
Installation” offer

Mechanics/Placement:
• Cross section placement
including home page, hot links, &
entertainment
• Users click on the banner and
are taken to campaign specific
landing page where they can
click to call Sky contact centre
directly

Measures of Success:
• CTR to exceed 2.5%

Results:
• CTR average 3.5%

Banner Placement Mobile Landing Page with Click to Call

CASE STUDY: CADBURY ‘BE THE GORILLA”

Campaign Objective:
• Extend the reach of the Be The Gorilla campaign
• Allow a wider audience to access the Gorilla Drum game and other exclusive
mobile content
• Drive further interaction with the campaign post launch.

Mechanics/Placement:.
• Banner placement on home page, entertainment and music sections
• Users that clicked the banner were taken to a Cadbury Gorilla mobile site where
they were able to download the game, wallpaper and txt alerts

Measures of Success:
• Content downloads to exceed 5,000
• CTR to reach above 3%

Results:
• Content downloads 9,272
• Average CTR 3.1%
• Conversion rate over 27%
CASE STUDY: CADBURY ‘BE THE GORILLA”

Banner Placement Mobile Site Mobile Game Downloadable Wallpaper

CASE STUDY: ELECTORAL ENROLMENT CENTRE ENROL TO VOTE
Campaign Objective:
• Extend the ‘enrol to vote
Yr $xxxx.xx TopUp message” to the youth audience
was successful! Yr • Encourage uptake of users
acct bal is $xxxx.xx. sending message to campaign
Credit expires short code to request an
DD/MM/YY enrolment pack

R18+?Enrol 2 vote As @ 13/02/08 14:10 Mechanics/Placement:.

b4 its 2 l8! Fretxt yr Prepay Bal:$0000.00 • Sponsored SMS service
name n addrss to Expires:09/02/08
message encouraged recipients
3676 now Last Call:01/01/20 to send name and address to
Elections NZ For add-on info txt short code to request an
HELP to 756 enrolment pack
R18 Fretxt name n
adrs to 3676 2 nrol Measures of Success:
Elections NZ • Increase in SMS requests over
the campaign period by 10%

Results:
• Significant increase in activity to
the short code over the period as
demonstrated in the following
chart
Sponsored SMS Top Up Reply Sponsored SMS Balance Reply
CASE STUDY: ELECTORAL ENROLMENT CENTRE
• The chart below indicates significant increases in activity to NZ Elections shortcode
over the period that message was appended to TOP-UP & TXTBAL
• ‘Estimated’ market activity over the period demonstrates considerable incremental
activity driven by sponsored SMS activity

900

800
TXT
700
BAL
600

500 TOP UP
400

300

200

100

0
8

08

08

08

08

08

08

08

08
08

08
00

00

00

00

20
20

20

20

20

20

20

20

20

20
/2

/2

/2

/2
6/

6/

6/

7/

7/

7/

8/

8/

8/

8/
06

07

08
06

/0

/0

/0

/0

/0

/0
/0

/0

/0

/0
1/

6/

3/
8/

15

22

13

27

17

24

31
29

20

10

VF Activity Es tim ated m arket activity

CASE STUDY: ELECTORAL ENROLMENT CENTRE “ LET’S GET LOUD”

Campaign Objective:
• Extend the reach of the online “Let’s Get Loud”
campaign
• Encourage further engagement with the
campaign
• Mobilise existing content to reach additional
audience

Mechanics/Placement:.
• Banner placement throughout Vodafone Live!
• Users that clicked the banner were taken to the
Let’s Get Loud campaign specific mobile site.
• Viewers were able to view celebrity
endorsement videos, find out more about the
elections and take a made for mobile elections
quiz.

Measures of Success:
• Average CTR to be greater than 2%
• Engagement conversion rate to be greater
than 5%

Results:
• Average CTR 2.5%
• 2500 pieces of content consumed
• Content conversion rate 11.5%
CASE STUDY: MINI “SEMI PERMANENT”

Campaign Objective:

Mechanics/Placement:.
• Banner placement throughout
Vodafone Live!
• Users that clicked the banner were
taken to the Mini Semi Permanent
mobile site at the mobile site
viewers were able to:
• View promotional videos, find out
more about the latest mini, opt in
to a database for further
information

Measures of Success:
• Average CTR to be greater than
2%
• Site visits to exceed 1000

Results:
• CTR 3.6%
• Mobile site visits 2356, exceeding
target by
• 30% conversion rate on content
downloads
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Contact
13 Sale Street, Freemans Bay.

Andy Speed
Mobile Media Sales Manager
Snakk Media
www.snakkmedia.com
NZ Mobile: +64 21 607 060
andy.speed@snakkmedia.com
Skype: andrew.speed1