An overview of mobile media consumption and advertising opportunities in Thailand by Shiraz Kabir, Head - Performance Advertising, Inmobi and Phalgun Raju, General Manager, Inmobi

1. THAILAND MOBILE MARKET INSIGHTS & KEY TRENDS
Shiraz Kabir, Head – Performance Advertising; Phalgun Raju, GM
Shiraz.kabir@inmobi.com, Phalgun.Raju@inmobi.com

2. World’s Largest Independent Mobile Ad Network
In-House & Award winning 1.3 Billion imps per Mobile Analytics, Real-
Mobile Creatives FREE* month reaching 7.2 MM time tracking &
users in Thailand reporting
The Leading HTML5 Largest Independent InMobi LTVP, InMobi
Ad Creation Platform Mobile Ad Network IAT
* Above a threshold media spend

3. INMOBI THAILAND NETWORK REACH: 7.2 MILLION CONSUMERS
45%
MOBILE WEB
79%
45%
~4 Billion
Quarterly Mobile Advertising Impressions 10% APP
21%
on the InMobi Network
MANUFACTURER’S SHARE OF IMPRESSIONS OS SHARE OF IMPRESSIONS
Nokia continues to be the top OS
in Thailand mobile market

4. GENERAL MEDIA CONSUMPTION IN
THAILAND
(INMOBI + DECISION FUEL RESEARCH)

5. What’s keeping the Thai consumer busy these days?
Reading Magazines
/Newspapers
42 Using mobile
(ex SMS/calls)
minutes
109
Online via
desktop/laptop
104 minutes
minutes
THE AVERAGE MOBILE WEB
USER IN THAILAND CONSUMES
6.6 HOURS #1 MOBILE
OF MEDIA PER DAY
The average
mobile web
46 user in
minutes 98
minutes Thailand
spends 27% of
his/her media
Listening to
Radio time on mobile.
Watching TV
of mobile users are as comfortable with mobile advertising as
76% they are with TV or online advertising

6. 44% use mobiles as either
their primary or exclusive
means of going online
‘How do you typically go online to surf the web?’
12% 44% 44%
Mostly via desktop Evenly split between both Only/mostly via mobile

7. 16% In the
bathroom 11% 10% in a
12% Spending Shopping meeting
or class
time with family
57% While watching TV
39% Commuting
46% Lying in bed 10% social
event
23% Waiting for
something
Where do users use 1. Watching TV
2. Lying in bed
their mobiles? 3. Commuting

8. What are users doing on their mobile?
Social Media 46%
Entertainment 38%
Send and Receive E-
23%
mail
Search for general
23%
information
Mobile banking 23%
GROWTH Virtual experience /
16%
augmented reality
Mobile growth in
Thailand will come from Bill payments 15%
social media,
entertainment, e-mail, Shopping 9%
search and mobile
Search for local
banking information and deals
7%
Sample size: n =817

9. Mobile is becoming a preferred device for Thai consumers
ENTERTAINMENT GETTING INFO COMMUNICATION SHOPPING
Videos, games, music etc. Sports, news etc. Email, Facebook, Twitter etc. Travel, purchases, banking etc.
34% 33% 17% 39% 27% 12% 43% 34% 26% 19%

10. Two forms of media that most impact your purchasing decisions?
0% 10% 20% 30% 40% 50% 60% 70%
4% 8% 16% 27%
45%
Mobile is catching up to 49%
most traditional forms of
media in influencing
purchasing behavior 51%
Sample size: n =780

11. Mobile Directly Influencing Decision Making
Awareness Introduced you to something new (38%)
Favorable opinion Provided you with better options (18%)
Consideration
Helped you find something nearby (19%)
Caused you to reconsider a product (13%)
Shopping
Influenced your in-store purchase (7%)
Sale
Influenced you to buy via your mobile (9%)
Mobile is impacting consumers’ purchasing behaviour even in this
early stage of mobile evolution.

12. Thai consumers are buying over mobile now…growing
17%
Digital Goods
Buying digital
goods, including 58%
games, e-books,…
51% have spent Buying physical Physical goods
money on an activity goods, including 37%
via mobile electronics,…
Buying services, Services
including 29%
purchasing…
Payments
Bill Payments,
including peer-to- 21%
peer payments,…

13. Mobile Advertising Timeline - Standard Banner to Rich Media
Simple Rich
Media Ads
Immersive
Tablet Ads Rich Media
First Mobile
Introduced Experiences
Banner Ad
2000 2004 2007 2010 2011 2012
Touch & Gestures Mobile Inline
Introduced Video
1ST TEXT
AD SMS
Mobile ads make consumers
want to interact with brands
Proprietary

14. KEY INNOVATION TREND: RICH MEDIA TO ENGAGEMENT MEDIA ADS
No longer just a landing
page with call-to-actions. It’s
about enabling the consumer
to engage with the brand
through app-like experiences
Proprietary

15. KEY AWARENESS & ROI ACTIVITIES ON MOBILE
Brand Awareness & Promotion through
Rich Media & Audience Targeting
Tie together media strategies through
mobile
New High Quality App Users
Cost Effective at Scale
App downloads
Increase Traffic/Lead Gen
Call/form Lead generation,
traffic acquisition
Proprietary

16. KEY TREND: CONNECTING TVC & MOBILE
UNILEVER - SUNSILK
.
Gyroscope + Inline Video +
Gamification
On iPads, or in
smartphone applications
on high-end rich SDKs like
InMobi play video inline
in the creative to create
immersive branded
experience
Proprietary

17. KEY TREND: TECH – EXPERIENCE PRODUCT
ASUS
.
360 Product rotation +
Store Location + Video
On iPads, or in
smartphone applications
on high-end rich SDKs like
InMobi play video inline
in the creative to create
immersive branded
experience
Proprietary

18. STORE/DEALER LOCATION/LEAD GEN: Automobile Thailand
NISSAN SYLPHY
THAILAND
Store Locator Lead Gen Click to Share
Coupon Link to Site
Proprietary & Confidential

19. RETAIL – ENABLE CONTEXT & LOCATION
MCDONALDS
MCCAFE FRAPPÉ
27% of consumers would
like to see store hours and
directions on mobile ads
to aid them in their
shopping experience
Store Locator Link to Site Click to Share
Weather
Proprietary

20. KEY TREND: PROMOTIONS & COUPONS
Drive consumers in-store by
featuring a coupon or
promotion
31% of consumers would
like to see coupons to make
more use of mobile ads
Creative Options:
Manufacturer coupons
Retailer specific coupons
QR code integration

21. TREND: MOBILE “EARNED MEDIA” THROUGH SOCIAL INTEGRATION
DRIVE FANS ON SHARE AD MESSAGE/ SOCIAL ACTION TO
FACEBOOK PAGE TVC/ INVITE/PROMO ACCESS PROMO/INFO
SHARE/TWEET/LIKE
FIRST TO:
Download Coupon
Download whitepaper
Access special promo

22. KEY TREND: Rich Media App Download
SEGA Samurai Bloodshow

23. KEY TREND: ADVANCED & AUDIENCE TARGETING
Proprietary

24. INMOBI KEY AUDIENCE CATEGORIES
TRAVELLERS
AFFLUENT
BUSINESS
WOMEN
TECHIES
SPORTS
YOUTH
MEN
Proprietary & Confidential

25. MOBILE EFFICACY MUCH HIGHER VS OTHER MEDIA
Reach Targeting Engagement Viral Transaction
Mobile 100 90 70 80 80
Internet 50 50 80 40 60
TV 50 30 90 10 20
Print 40 10 20 10 10
Radio 60 10 40 10
Outdoor 20 10 10
Source: Mary Meeker, Chetan Sharma, January 2011
Efficacy of Mobile Ads vs. Other Media

26. THANK YOU
CONTACT:
Shiraz.kabir@inmobi.com
Rati.Otrakul@inmobi.com (BANGKOK)
Cheryl.Cheng@inmobi.com
Phalgun.Raju@inmobi.com