The Treasure is in the Data - How Three International Brands Found Marketing Gold. Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit

1. Driving consumer engagement and brand
favorability through sponsored data on mobile

2. Meet Opera Software
Founded in 1995, based on the idea that
access to the web should be a universal right
1,000+ employees, 50+ nationalities, in 17
offices, in 15 countries worldwide
350 million+ users on mobile, desktop and TV
browsers
Working with leading Mobile Operators,
OEMs, Content Publishers and Advertisers
Passionate about breaking down barriers, so
everyone can share in the power of the internet

3. Opera for Advertisers and Publishers
mobile site & apps
15K+ 500M+
Monthly unique
consumers
65B+
ad impressions/month
$500M+
Revenue Enabled in
2013

4. 20
OF
TOP
25
MEDIA
COMPANIES
AROUND
THE
WORLD
USE
OUR
TECHNOLOGY
Global network

5. #1
mobile
browser
in
Indonesia
Top
3
in
India
and
South-­‐East
Asia
0"
10"
20"
30"
40"
50"
60"
70"
80"
90"
100"
*Indonesian Mobile Browser Market Share
* http://gs.statcounter.com/#mobile_browser-ID-monthly-201204-201304-bar
• 50% of Indonesian online use Opera
products
• Opera in top 3 for browser market share in
SEA countries and India

6. Unlimited Browsing with Opera Mini with several
tier-1 telco in Asia

7. Sponsored passes
Rethinking your data offering

8. Sponsored web passes
Onboarding1 Consumption2 Expiration3
Deliver real value giving something consumers love
*graphics for illustration purposes only

9. Onboarding
Storefront promotes
sponsor branding
Advertiser branding
highlighted on pass
User clicks on promoted
banner or web pass line
item to consume
sponsored web pass
Upon selection of
sponsored pass, user is
greeted with an interstitial
User can engage with
sponsor’s site (zero rated)
Full screen ad space that
can require user
engagement to consume
data/content (Twitter
follow, FB like, etc.)
Branding and engagement
*graphics for illustration purposes only

10. Consumption
Full screen interstitials keep
user engaged during data/
content consumption
Fed dynamically from Opera
Mediaworks platform
Different creative for
message reinforcement and
reduced “banner fatigue”
Branding and engagement
*graphics for illustration purposes only

11. Expiration - Soft landings and upselling
On pass expiration or exiting the
scope of the sponsored pass, the
user is clearly notified
User can continue browsing as a
paying data user on “out-of-
bundle” data rates
Dynamic and different creative for
message reinforcement and
reduced “banner fatigue”
Branding and engagement
*graphics for illustration purposes only

12. Sponsor benefits
• Access to a significant audience through Operator marketing
campaigns to promote sponsored web passes
• Brand awareness and unrivaled engagement - Unique
opportunity to reach out and interact with users in a positive spirit.
• Brand association with Operator and Opera brand
• Delivery of actual value to consumers, not just delivery of an
advertising message
• Innovation triggers PR and word of mouth – viral and social
effects
Branding and engagement

13. © 2013 Opera Software ASA. All rights reserved.
Thank you!
Fabrizio Caruso
Senior Vice President, Asia
fabrizioc@opera.com
@fabriziocaruso

14. Sponsored web pass
Fully sponsored (free web pass)
• The end user receives free data and content access (web pass)
• The advertiser takes the cost of data
• Prominent branding and user engagement opportunities for advertiser
• Storefront branding
• Full screen Interstitial (Every X minutes of plan use)
• Highlighted advertiser branding
• Zero rated sponsor domain/micro-site
Levels of participation
*graphics for illustration purposes only