MMA 2018 Presentation Upload 2018
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Effective Native Advertising that Engages Audiences Mobile Marketing Association India Forum September 28, 2018 — Vinodh Bhat India’s Mobile Entertainment Platform • Body Confiden'al Pressing Problems in Marketing Challenges of Modern Marketing Paradox of Power & Choice • We are hit with 3,000+ messages daily • We check our phones 77x per day • More options lead to fewer actions Source: Source: Ericsson Consumer Lab | New York Times !4 Challenges of Modern Marketing Millennials are Rejecng Adversing • 84% of millennials distrust advertiser communication • 380 million devices use ad blockers globally, a 30% YOY increase • 90% of mobile devices equipped with an ad blocker are in Asia Confiden'al Source: PageFair 2017 Adblock Report Industry Expectations AdAge Survey Viewability 69.4% Ability to align with audience's daily acvies 61.7% Ability to connect with audience organically 59.6% No risk of fraudulent inventory 57.9% Brand safety 57.3% Higher recall rate 54.5% Non-skippable/blockable 38.0% Other 36.7% Confiden'al Source: AdAge Importance for Planning Survey !6 A Potential Framework Winning Back Attention Divya • 26 years old • Tier II Indian city • College educated • Gainfully employed Confiden'al Winning Back Attention Emotional Engagement Be human to build a bond The User is Stories Exist in Control Around Us Make their experience better Layer into existing artists’ stories Confiden'al Data Driven All About Experience… • The New Trust • Design • Technology • Personalization + Data Science Confiden'al Mood Chart by Age Confiden'al Source: Saavn Internal Data Logs !11 Rise of On-Demand Music & Audio • Outranks all other interests/hobbies, more than Sports (67%), Cooking (66%), Movies (64%) and Travel (63%) • Music = 20 hours per week • Audio Streams > Video Streams for Music and had 59% YoY growth Confiden'al Source: Nielsen India Music 360 Report 2018 Genres Rising 15% increase in non-Bollywood music share of streams over the last year 100% 90% 80% 70% 60% 50% 40% Bollywood 30% Desi Indie Desi Hip Hop 20% EDM 10% Electro Pop Pop 0% Others 201701Jan’17 201702Feb’17 201703Mar’17 201704Apr’17 May’17201705 201706Jun’17 201707Jul’17 201708Aug’17 201709Sep’17 201710Oct’17 201711Nov’17 201712Dec’17 201801Jan’18 Confiden'al Source: Saavn Internal Data Logs Evolution of our Country’s Top Song Baby Doll 2014 Upbeat/dance Bollywood Chiyaan Kalaiyaan 2015 Upbeat/dance Bollywood Ae Dil Hai Mushkil 2016 Sad/slow Bollywood track Shape of You 2017 American/English Dance/pop Bom Diggy 2018 Indie-pop (Non-Bollywood) Confiden'al Source: Saavn Internal Data Logs Listener-Artist Alignment by Age 1 Arijit Singh Sunidhi Chauhan Aastha Gill 25 Alka Yagnik Lata Mangeshkar R.D. Burman 50 Rank 75 100 13-17 18-24 25-34 35-44 45-54 55-64 Age Group Confiden'al Source: Saavn Internal Data Logs !15 A Creator’s Audience has Real Attention Confiden'al Daily Story of a Listener 79% of audio consumpon happens when people are engaged in acvies that make it impossible for them to engage with visual media. Bollywood Bhangra Hip-Hop Devotional Mapping user listening preferences based on time, day and top genres Confiden'al Source: Saavn Internal Data Logs Saavn’s Advertising Journey Display Networks Nave Impact Nave Impact Spot Spot 2.0 Programmac Display Roadblock Audio 2010 2013 2015 2017 Coming Up Confiden'al Native Audio Ad Platform Mobile-focused, Data-driven Targeng, Measured Engagement AUDIO AD COMPANION CLICKTHROUGH DISPLAY ENGAGEMENT Audio Ad Display Units 15 Seconds of 15 Minutes of 100% Share of Non-Dismissible Ad Voice through Display Confiden'al Become a Part of Culture Curator Creator Collaborator Confiden'al Bira91 as a Curator AMAZON Tap to view the video Confiden'al !21 Netflix as a Creator Confiden'al !22 Netflix as a Creator CONTROLLED 23% EXPOSED 75% 18% AD EFFECTIVENESS 58% 2MM Unique Users reached 52% 40% Wanted to know more about 52% the web series content Wanted to know about the real 41% life incidents in the show Awareness Consideraon Confiden'al !23 Emirates Airline as a Collaborator Confiden'al !24 Q&A | Anupama Chopra Confiden'al .