2. AGENCY BACKGROUND
Lineage | Our Network | Service Offering

3. LINEAGE
Digital is in Our DNA!
Develops new ideas India’s leading full service Full-service digital India’s leading group
and entrepreneurs digital agency marketing agency buying website
1999 2011
Incubator that India’s first travel India’s leading ad- India’s leading online
accelerates digital ideas meta search engine network shoe retailer
Part of India’s leading digital ventures incubator – Smile Group
Over the last decade Quasar has been instrumental in collaborating with Smile
to set up several digital ventures in India and activate them from a digital
marketing standpoint

4. PART OF WPP
World’s Largest Marketing Communications Conglomerate
Digital Agencies
Aegis 5
Havas 9
IPG 11
Ominicom 11
Publicis 14
WPP 63
0 10 20 30 40 50 60 70
Group WPP Publicis Omnicom IPG Havas Aegis
India Media
$1.58bn $0.42bn $0.06bn $0.66bn $0.15bn $0.05bn
Billing
Largest MARCOM group with 63 digital agencies in the network
Most number of creative and media awards won at Goa Fest 2010 – More
than all other holding companies combined!

5. WPP’S DIGITAL INVESTMENTS
India’s Largest Full Service Digital Agency

6. A GROUPM AGENCY
Higher Group Trading Volume
Best-in-market media rates and added value
First mover access to new products and initiatives
Media clout ensures benchmarked rates
Global best practices ensure fast ramp-up of media activations

7. ONE STOP DIGITAL SHOP!
India’s Only Full Service Digital Marketing Agency
Over 45% control of Engagement-led thinking
total digital media billing
Ad ROI platforms for
lead optimization
1 Media 2 Creative Over 10 years of experience
in strategizing and executing
campaigns
Dedicated production studio
and software infrastructure
WPP Centre of Best-in-class paid and
Excellence on
Search Marketing
International,
6 Search QUASAR 3 Analytics proprietary platforms
Dashboard with
learnings from 1200
cross-brand and cross- campaigns
category learning’s
from campaigns
5 Mobile 4 Social
Largest mobile HUB One of India’s largest social
in the country with media teams
many firsts to its Successfully managing
cumulative fan/follower base
credit of over 2.5 million users

8. DIGITAL MANPOWER
Organization Structure | Our Team

9. ORGANIZATION STRUCTURE
Business Head
Business Director Business Director Business Director
West North South
CREATIVE/STRATEGY TEAM
MEDIA TEAM (Buying/Platform Specialists)
SEARCH TEAM (Platform Specialists)
SOCIAL TEAM (Listening/Engagement/Community Managers)
MUMBAI (25) DELHI (60) BANGALORE (15)
Regional Hub Staff Supporting Media, Creative, Search, Social and Mobile

10. OUR PEOPLE
The Best Digital Minds in India!
A dedicated team of 100+ digital professionals
Over 1200 man years of cross-vertical digital experience
Largest digital agency network in India with over 200 professionals

11. AGENCY SIZE AND SCALE
Overall | Media | Search | Mobile

12. SIZE AND SCALE
Overall

13. SIZE AND SCALE
Display Media
We are the single-largest buyer of digital media in India
Highest share of advertisers on Cricket World Cup and IPL
Over 45% control of media spends across India that ensures better
rates, first port of call and preferred partner status
India Display Media Market India Digital Media Market
GroupM Display Organised Digital Adex
Total Display Market GroupM
Spends (in crores) Size INR (crores)
0 100 200 300 400 500 0 200 400 600 800

14. SIZE AND SCALE
Search
GroupM Search is the world’s largest search marketing group
Search budgets worth $15 million is managed from India
Only Indian agency network that has the largest brand base of search clients
Largest search billing agency network from India

15. SIZE AND SCALE
Mobile
India’s largest mobile hub with many firsts to its credit
Controls over 55% of the Indian mobile market
Over 80 mobile marketing awards won in India
Preferred partner status over 25 companies
Offers up to 25% lower rates than the nearest competition

16. CLIENT PORTFOLIO
Client Relationships (By Industry) | AOR Relationships | Recent Wins

17. OUR RELATIONSHIPS
Industry Segmentation
Travel

18. OUR RELATIONSHIPS
Key Agency on Record Partnerships

19. OUR WORK
Our Firsts | Case Studies | Awards

20. OUR FIRSTS!
Media
First agency to evangelize innovative buying in performance marketing
Only agency to have worked with almost all travel and DOTCOM brands
First agency to launch rich media and video ads
First media agency network qualified by Google
First agency network to provide podcasting for branded content
First agency to launch a bluecasting campaign in India
First click-to-call campaign by an agency network in India on Google
First agency to launch Twitter-based banner advertising
First agency in India to launch branded YouTube Channel

21. Case Studies
Quasar and Network Cases

22. LENOVO WORLDWIDE
Viral Campaign
The challenge was to come up with an
idea to highlight the lightweight
characteristics of Lenovo ThinkPads
Two important KPI’s of this brief were
to make this concept “viral” so that it
creates buzz and becomes a topic of
discussion in the digital space
Insights conveyed controversial videos
are discussed the most and also tend
to generate the maximum buzz. It is
also important to achieve baseline
number of views before the “concept”
attains increased viewership

23. LENOVO WORLDWIDE
Viral Campaign
The concept proved to be the
winner with over 2000
comments across social media
platforms and 1 million views
worldwide
The concept itself had created
so much hype and controversy
that it got covered by
Discovery Channel’s
MythBusters Programme

24. CASTROL
Innovation on Search
Castrolcricket.com is a key owned
asset for Castrol India. During the
World Cup, driving traffic to the
website was a critical KPI for the
online media plan
Past cricket based campaigns for
Castrol and other brands showed
that the theme of “Live Scores”
during match hours are high click
volume drivers

25. CASTROL
Innovation on Search
Given the interest in the Live Cricket
Scores, an API was built that would, as
dynamic ad copy, display the Live Score
Counter-intuitive as it may sound, click
through rates on the Live Scores were
much higher than benchmark cricket
CTR’s
CTR’s went as high as 9% on certain
match days
This was achieved at a nominal CPC of
$0.11

26. QUAKER OATS
Search Activation
The Good Morning Heart is a
long term micro-site developed
to promote awareness for a
healthy heart. Along with heart
health information, visitors can
sign up to take the healthy heart
survey
The media objectives included
driving awareness, interaction
and registrations to the Good
Morning Heart Microsite

27. QUAKER OATS
Search Activation
Paid search utilized in conjunction with
TV, print and digital display to drive
interaction
The campaign was activated on pure
search and content network to
determine effectiveness
Paid search program generated over
100,000 user registrations/tests and
15,000 widget downloads in 8 weeks
Registration Conversion Rate
Paid Search: 47%
Content Network: 22%
Overall (Paid & Content): 30%

28. HSBC PREMIER
Mobile Activation
HSBC Premier is a global wealth
management service for HNI’s
with complex investment needs
The prospect is highly niche; a
busy globetrotter averse to push
messages. Hence an innovative
media strategy was needed that
would bypass the TG’s ad
aversion, connect to their
needs, make them aware of the
product benefits and generate
conversions

29. HSBC PREMIER
Mobile Activation
Four interesting mobile
applications were developed for
the tech savvy TG and distributed
using Bluetooth kiosks, at airports
where TG presence existed
Applications included – currency
converter, a language translator
for 6 foreign languages, a HSBC
branch locator, and a domestic
flight scheduler
The campaign captured over
14,000 high quality leads across 9
airports in India within 4 weeks

30. LAYS
Social Activation
Lays wanted to strengthen the
brand affinity by creating a
campaign that will involve co-
creation
The challenge was to get
maximum mileage on Facebook
with very limited investment
The solution was in driving
advocates for the brand on
FB, who would help broadcast
the message themselves

31. LAYS
Social Activation
Entries were sought through an
integrated media approach which
included paid social ads
A YouTube video channel was
created which showcased video
content from the co-creation
campaign. The channel was
intended at amplifying the
potential of the limited
investment on paid social media
SOME FACTS
4.2 million votes. Over 30,000
fans. Most subscribed YouTube
Brand Channel. High PR and Buzz

32. CHEVROLET BEAT
Integrated Media Campaign
India’s 2.5 million mini car
segment is cluttered with cars
and brands that are so “me-
too”. These brands do not
connect with the YOUTH
The challenge was to design
clutter-breaking
communication that would
give a distinctive personality
to Beat. The objective was to
engage the TG to let them
speak their heart out and
make friends with the car

33. CHEVROLET BEAT
Integrated Media Campaign
The strategy revolved around
engaging users with the car’s
attributes viz. “TOUGH”, “SEXY”
and “SMART” and involved
creating active preference for
Beat
A destination was conceptualized
that tickled the expressive
mindset of the target group.
Thus an interactive site
www.driveyourbeat.com was
born

34. CHEVROLET BEAT
Integrated Media Campaign
The microsite was surrounded
with a 360-degree promotions
plan utilizing both paid and
earned media
Social media channels like
Facebook, YouTube, Twitter
etc. ere used very effectively to
create buzz around the launch
of Beat
SOME FACTS
IMPS: 625 million
INTERACTIONS: 1.9 million
Over 1000 cars sold

35. AWARDS AND RECOGNITION

36. DIGITAL AWARDS
•Agency of the Year 2005 & 2007 at Microsoft India
•Creative Gold 2009 from Lenovo Worldwide
•IDMA Gold 2009 for Best Website Design – Apollo Munich
•India Digital Awards – Gold (Exchange4Media) 2009 – Apollo Munich
•IDMA Gold 2010 for Best Website Design – Apollo Munich
•IDMA Gold 2010 for Best Internet Marketing Campaign – Chevy Beat Launch
•IDMA Best Use of Technology 2010 – Eureka Forbes
•Abby Gold 2005 for Pepsi
200 + AWARDS WON IN THE GROUP M NETWORK AT GOAFEST, EMVIES, IAMAI & OTHERS

37. DIGITAL MEDIA ACTIVATION
How We Add Value?

38. DIGITAL MEDIA APPROACH
How We Do It and How We Add Value
QUASAR
Planning & Buying Execution & Optimization Measurement
Planning Process Speedy Execution Comprehensive Reporting
Buying Insights Centralized Control Beyond the Click Analysis
Tools Creative Testing & Optimization Pre and Post Campaign Analysis
Scheduling Maximizing Conversion KPIs
Buying Techniques

39. PLANNING & BUYING
Platform Agnostic Media Planning Process
STAGE
FAMILIARISATION ORIENTATION STRATEGIC CHOICES EXPRESSION PRICE PRODUCTION
Brand
Digital Objective Digital Strategy Cost Estimation Buying Negotiation
Understanding
TASKS
Historical Marketing Consumer/Digital Outline Media
Media Plan
Activity Objectives Insight Investment
Analysis and Digital channel ID
Consistency with Formalisation of plan Rate benchmarking
AIM
Understanding of and media/message
Marketing objective and activity budget to get best value
Brand and activity synergy
Activity budget and Audience/traffic
Insight/activation analysis
Interpretation of final
Detail discussion platform Cost per contact
the brief Recommendation
with brand teams to Channel ID (search,
ACTIVITIES
Prioritization Decision about analysis
understand the social, mobile etc.) Use of
Translating mktg Formats (sizes, rich
brand and Creative media Benchmarking
objectives to digital Media etc.)
historical activity Usage process to maximize
Setting up target Decisions on
Synergy with other Value to Client
group positioning and
mediums
media properties

40. PLANNING & BUYING
Media Selection and Buying Approach
CPA Instant Return for Advertiser
Roadblocks
CPL
Premium
PPC buys
CPC CPM
Response Branding
(network buy)
CPE CPM
SEO (site specific) Mobile Apps
3rd Party
Social Media
Sponsorships
(outreach)
Social Media
Longer-term Return for Advertiser (monitoring)

41. PLANNING & BUYING
Planning Tools
Research Agency
Data Data
Specific
Advertiser/
Campaign
POWERED WITH CPT COMPARISON TOOLS WITH OFFLINE MEDIA TO MEASURE
MEDIUM EFFICACY AND RETURNS

42. PLANNING & BUYING
Power Planning Enabled
+
YOU
Research and
learnings
+ Audience
data + Historical data
and benchmarks
Better media plan with
justified placements

43. PLANNING & BUYING
Power Buying Approach: Trading Practice
One voice
negotiation
First right of
Long term refusal for
deals new and key
properties
TRADING GROUP
facilitates
intelligent use of
volume
Cross CPT & Annual
CPRPs targets for
intelligence savings
Ongoing
creation of
Scalable
platforms
ENSURES PRICE CONTROL ACROSS VERTICALS HELPING CONTAIN INFLATION

44. PLANNING & BUYING
Power Buying Approach: Trading Practice Milestones
Consultation with IPL on bids/rights
First port of call on key properties: IPL Online
(YouTube, Indiatimes), Yahoo! Movieplex, Vdopia/ESPN
(CWC Online), KBC (YouTube)
Preferred agency partner for all large networks like
Google, Yahoo, Rediff, Times Internet Ltd, Web 18

45. PLANNING & BUYING
Power Buying Approach: Trading Practice Benefits
30-35% share of volumes across all top media owners in the digital space.
Seasonal
Media Owner Rate benefit Impact FRR benefits Festive offers
Google X X X X
Yahoo X X X X X
Rediff X X X X
Times Internet Limited X X X X X
Vdopia X X X X
With this level of presence, we are able to drive varied practices with various media
owners. Long term lock ins and preferred deals across leading mobile networks and
publishers

46. PLANNING & BUYING
Buying Through the Exchange
YOU
TARGET CONTROL OPTIMIZE INTEGRATE
LEADING TO SAVINGS TO THE TUNE OF 20-25%

47. PLANNING & BUYING
Leveraging Buying Insights
Exposure to offline Search and display together
communication drives search boost brand recall but alone
have no impact
Insights based on 1200
campaigns undertaken
3yrs + of insights across multiple mobile
campaigns in absence of organised benchmarks

48. PLANNING & BUYING
Scheduling Approach
Nimble
scheduling
Launch, sustenance and
frequency/OTS goals
Intercept media mix to maximise OTS
TG consumption habits (Peak hours, days etc.)

49. PLANNING & BUYING
Other Aspects
First “Port of Call” on all key platforms for ‘beta’ launches/trials
‘Preferred access’ to proprietary research and know-how
Access to domain ‘best practices’ and ‘international learnings’
Access to a wide range of tools enabling efficient planning, buying and
optimization
Opportunity to set industry benchmarks on account of scale and size
Strong POV influence on the industry as a thought leader for new
platforms

50. DIGITAL MEDIA APPROACH
How We Do It and How We Add Value
QUASAR
Planning & Buying Execution & Optimization Measurement
Planning Process Speedy Execution Comprehensive Reporting
Buying Insights Centralized Control Beyond the Click Analysis
Tools Creative Testing & Optimization Pre and Post Campaign Analysis
Scheduling KPIs
Buying Techniques

51. EXECUTION AND OPTIMIZATION
Go-to-Market Matrix
High
Retain & Invest Retain & Optimize
Conversion %
Retain &
Remove
Incentivize
Low High
CPR

52. EXECUTION AND OPTIMIZATION
Speedy and Efficient Campaign Process
Approved media plan
Campaign set up Taken over by
in ad-server OACOE
Campaign Data Ported to Dynamic measures taken
central
database for
future
learnings
CENTRALIZED CONTROL AND DEDICATED MONITORING ENSURES
END TO END OPERATIONAL EFFICIENCIES

53. EXECUTION AND OPTIMIZATION
Ad Serving
A campaign executed without ad serving support
Banner Creative on Campaign Duration Just an End
Publisher’s Server Campaign Report !
The same campaign executed with ad serving support by Quasar
Detailed Analyses
Banner Creative on Campaign Duration Benchmarking for
Publisher’s Server
New Campaigns
ALMOST REAL TIME TRACKING AND ADJUSTMENTS
PROVIDING CENTRALISED CAMPAIGN CONTROL &
BETTER ROI
TIE UP WITH BEST IN CLASS AD SERVING COMPANY AND ENJOY THE LOWEST RATES
Effective use of retargeting to upsell/cross sell thru their digital journey

54. EXECUTION AND OPTIMIZATION
Ad Serving
Multiple creative formats
Optimize based on, not just
only clickthrough rates, but
also post-click or post-
impressions results
Creative pre-testing thru
proprietary tools

55. EXECUTION AND OPTIMIZATION
A/B Testing
AD files are stored in 3rd party
server, polite download
method ensure that page 3rd Party server
contents will load first (MediaMind)
Page content is stored Publisher
in publisher server Server

56. DIGITAL MEDIA APPROACH
How We Do It and How We Add Value
QUASAR
Planning & Buying Execution & Optimization Measurement
Planning Process Speedy Execution Comprehensive Reporting
Buying Insights Centralized Control Beyond the Click Analysis
Tools Creative Testing & Optimization Pre and Post Campaign Analysis
Scheduling Maximizing Conversion KPIs
Buying Techniques

57. MEASUREMENT
Right Tools for Right Metrics
Reach and
3rd Party Ad
Response
Objectives Serving
Awareness
Brand
and Attitude
Survey
Objectives

58. MEASUREMENT
Single Window Reporting
MANAGE CAMPAIGN BY A BUSINESS LINE, GEOGRAPHY, OR MARGIN, INCREASING
VISIBILITY AND CONTROL

59. MEASUREMENT
Reporting
Comprehensive & Modular Reporting
Unique
Delivery Conversion
Reports
Engagement reports Reach and
Reports
Frequency
Delivery Summary
Detailed Delivery
Performance by
Unique Metrics
Banner Metrics
Detailed Video
Out-of-banner
Engagement
Site Overlap
Conversions
Comparison
Interactions
Expandable
Comparison
Ad Format
Frequency
Summary
Summary
Summary
Custom
Metrics
Metrics
Metrics
Activity
EMERGES KEY FINDINGS SUCH AS IDEAL FREQUENCY, PERFORMING MEDIA
MIX, CONVERSION TIME LAG, CONVERSION PATH & PERFORMING CREATIVES

60. MEASUREMENT
Beyond the Click Analysis
Our partnership with Millward Brown allows you to
get a perspective beyond clicks and conversions.
Communication, competition, brand matrix and cross
media perspective

61. MEASUREMENT
Beyond the Click Analysis: Performance Against Brand Metrics

62. MEASUREMENT
Tracking Success on Defined Parameters
Owned Media Earned Media
Paid Media Metrics
Metrics Metrics
• Unique visitors • Clicks and CTR’s • Posts and
• Total time spent on • Impressions comments
site • Conversion rates • Sentiment of posts
• Frequency of time • Interaction time for and comment
spent rich media ads • Volumes of
• Registrations • SEM metrics discussion
• Surveys • Comparison of • Creation of content
• Measured through achieved numbers • Bookmarking and
Web Trends against expected tagging
numbers • Voting and polling
• Measured through • Measured through
Atlas/ Media Mind proprietary and
free-to-market tools