Effective Native Advertising that Engages Audiences

Mobile Marketing Association India Forum September 28, 2018 — Vinodh Bhat India’s Mobile Entertainment Platform

• Body

Confidenal 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

Confidenal 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%

Confidenal 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

Confidenal 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

Confidenal Data Driven

All About Experience…

• The New Trust

• Design

• Technology

• Personalization + Data Science

Confidenal Mood Chart by Age

Confidenal 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

Confidenal 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

Confidenal 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)

Confidenal 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

Confidenal Source: Saavn Internal Data Logs 15 A Creator’s Audience has Real Attention

Confidenal 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

Confidenal 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

Confidenal 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

Confidenal Become a Part of Culture

Curator Creator Collaborator

Confidenal Bira91 as a Curator

AMAZON

Tap to view the video Confidenal 21 Netflix as a Creator

Confidenal 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

Confidenal 23 Emirates Airline as a Collaborator

Confidenal 24 Q&A | Anupama Chopra

Confidenal