Mobile
Marke+ng
To
The
Masses
In
Africa
Moses
Kemibaro

A
Li.le
Bit
About
Me…
Commercial
Manager
at
Perform
Group
(Goal.com)
Founder
&
Director
at
Dotsavvy
for
12+
years
In
2012,
Sales
Director
for
Africa
at
InMobi
In
2010/11
Founder
Regional
Manager
at
Dealfish
(Now
OLX)
TechBlogger
@
MosesKemibaro.com

Jan
2014
April
2014:
50%
67%
Of
New
Phones
Sold
In
Kenya
Are
Smartphones

This
Is
Significant!

The
reality
is
that
as
much
as
90%
of
mobile
internet
usage
in
Africa
is
done
over
low-­‐cost
feature
phones
that
typically
have
GPRS/
EDGE
speeds.
The
most
brands
popular
mobile
internet
device
from
research
is
the
Nokia
1680
Classic

The
inexpensive
Huawei
IDEOS
kicked
off
Kenya’s
smartphone
revolugon
3
years
ago
as
hundreds
of
thousands
of
units
sold.
Android
is
the
fastest
growing
smartphone
OS
in
Kenya.
Smartphones
are
less
than
20%
of
ALL
mobile
internet
usage
in
most
of
Africa.

This,
is
not
really
for
Africa

This,
even
less
so…

Mobile
Metrics
for
Africa
770M
Subscribers
in
2014
67.3%
Mobile
Penetragon

Africa’s
Mobile
Generagon
Is
Young

FB
is
100M
strong
&
80%
mobile

Mobile
Bible
Apps
In
Church

Africa
is
“mobile
first”
for
the
Internet
Mobile
is
the
main
and
olen
only
screen
for
Internet
usage
throughout
Africa.
The
majority
of
Internet
users
in
Africa
have
their
first
Internet
experience
on
mobile.
Mobile
Internet
consumpgon
in
Africa
is
largely
focused
on
social
media,
entertainment,
news
and
general
informagon.

Kenya
is
Mobile
31.8
million
mobile
subscribers
for
78.2%
market
penetragon
21.6
million
Internet
subscripgons
for
53%
penetragon
Broadband
Internet
is
1.4
million
subscribers
99%
Internet
usage
in
Kenya
is
Mobile

Smartphone
Penetragon
in
Africa

Android
Is
Growing
In
Kenya…

StatCounter
Mobile
OSes
In
Kenya

Mobile
Markegng
in
Kenya
The
reality
is
that
when
targegng
users
in
Kenya,
nagve
mobile
web
sites
will
give
you
the
best
reach
across
ALL
devices.
However,
as
inexpensive
smartphones
take
off
and
data
plans
become
more
affordable,
users
want
more
sophisgcated
engagement
and
therefore
responsive
web
sites,
mobile
apps
and
rich
media
are
becoming
more
important.
Therefore,
what
are
the
next
steps
for
mobile
markegng
in
Kenya?

Think
Mobile
First!
ingmacy
immediacy
interacgvity
accountability

The
Mobile
Markegng
Cycle
Objecgves
Targegng
Planning
Execugon
Opgmizagon
Measurement

Mobile
Targegng
Capabiliges
Content
&
Category
Geo-­‐Targe+ng
Operator
Handset
Model
O/S
Date
&
Time
• All
Day
• Morning
• Night
• 6am
–
11am
• Nigeria
• Kenya
• France
• United
States
• Sports
• Entertainment
• Games
• Shopping
• News
• Classifieds
• Social
• Nokia
6300
• Nokia
1280
• BB
Bold
City
-­‐Targe+ng
• BB
Curve
• Nairobi
• Lagos

Mobile
Ads:
Call
To
Acgons
23
Call
Branches
or
HQ
Explore
Products
&
Services,
View
Branches
on
Google
Maps,
News
&
Events,
etc
SMS
Sales
&
Customer
Service
View
TVCs
on
YouTube
Lead
Capture
Forms,
App
Nogficagons
and
Promogons
Engage
on
social
media

How
Mobile
Ads
Work
Ad shown on Mobile
Ad Network
Clicking Ad takes users
to corporate web site
User goes to Co-op
Bank YouTube Page

Mobile
Ads
Outperform
Desktop
Ads
Fewer
mobile
ads
per
screen
means
a
higher
share
of
voice
(SOV)
compared
to
desktop
ads
Higher
ad
awareness
=
be.er
brand
awareness
Click-­‐through
rates
(CTRs)
are
twice
or
more
of
that
of
desktop
Consumers
purchase
decisions
heavily
influenced
by
mobile

Mobile
Brand
Campaigns
Primary
goal
is
to
create
brand
awareness.
Typically
uses
CPM
or
CPC
media
buys
on
premium
mobile
inventory
on
mobile
web
and
mobile
apps
that
delivers
the
best
brand
engagement.

Mobile
Performance
Campaigns
Primary
goal
is
to
drive
conversions
in
the
form
of
lead
generagon,
mobile
app
downloads,
calls,
etc.
Typically
uses
CPM
buys
on
performance
oriented
mobile
sites
that
drive
the
best
responses
for
Call
To
Acgons
(CTAs)

Keep
Your
Mobile
Ad
Campaigns
Simple
Consumers
have
a
very
limited
a.engon
span
on
mobile
–
10
seconds
tops!
The
mobile
landing
page
and
mobile
ad
have
to
load
quickly
Design
with
user
goals
in
mind
–
have
a
clear
value
proposigon
Less
is
more
on
mobile!

Ensure
Maximum
Reach
Across
Devices
Call
Call/Text
GPRS/EDGE
WAP
Bluetooth
QR
Code
Email
GPS
3G
Mobile
Apps
WIFI
Email
Augmented
Reality
4G/LTE

Na+ve
Mobile
Web
Sites
Nagve
mobile
web
sites
or
campaign
landing
pages
have
been
specifically
designed
for
mobile
devices.
In
Kenya,
where
the
majority
of
Internet
access
is
mobile,
this
is
probably
the
best
way
to
go
for
mobile
markegng.
However,
nagve
mobile
web
sites
tend
to
be
very
basic
so
that
they
can
render
on
entry-­‐level
Internet-­‐enabled
mobile
devices

Responsive
Web
Design
(RWD)
The
term
“Responsive
Web
Design”
(RWD)
was
first
quoted
by
Ethan
Marco.e
RWD
provides
an
opgmal
web
site
experience
-­‐
easy
reading
and
navigagon
with
a
minimum
of
resizing,
panning,
and
scrolling—across
a
wide
range
of
devices
(from
desktop
computers
to
mobile
phones)
RWD
uses
CSS3
media
queries,
fluid
proporgon-­‐based
grids
and
flexible
images

Responsive
Web
Site
Design

The
“reality”
of
RWD
Its
NOT
the
“end
all
be
all”
of
web
design
for
mobile.
It’s
a
compromise
of
sorts.
CSS3
Media
queries
mean
it
will
NOT
work
on
a
good
number
of
feature
phones.
This
is
Africa!
Images
and
elements
can
take
forever
to
download
on
slow
mobile
internet
connecgons.
It
CAN
cost
more
and
take
longer
to
execute
than
a
dedicated
mobile
web
or
desktop
opgmized
web
site.

Mobile
Measurement
&
Opgmizagon
Reach
Impressions
Click
Through
Rates
Clicks
Engagement
Social
Shares
Time
Spent
Page
Views
Effecgveness
Downloads
Leads
CPM
CPC
CPA

Tracking
Mobile
Conversions
A
major
caveat
to
measurement
due
to:
mulgple
tracking
technologies
(i.e.
cookies,
UDID,
ODIN,
Market
Referrer,
etc)
Costly
third-­‐party
tracking
tools
Mulgple
reporgng
interfaces
Inconsistent
data
across
mobile
playorms
There
is
no
single
solugon
so
mobile
marketers
have
to
work
the
gamut
to
measure
effecgvely

Mobile
Media
Planning
&
Buying
Mobile
media
planning
enables
marketers
to
achieve
mobile
markegng
objecgves
by
using
the
best
possible
mobile
media
playorms
available
to
advergsers
within
their
markegng
budgets.
Involves
analyzing
target
audiences,
keeping
abreast
of
mobile
media
developments,
reading
mobile
markegng
trends
and
understanding
mogvagons
of
current
and
prospecgve
customers.

Social
Media
By
The
Numbers
In
Kenya
Facebook:
~
4M
Users
Twi.er:
0.8M
Users
YouTube:
3.5M
Users
Linkedin:
1M
Users

VSERV
Mobile
Ads

TwinPine

Make
mobile
markegng
work
for
you
Mobile
opgmize
campaigns
Test
different
types
of
mobile
ads
Use
explicit
and
compelling
CTAs
Capture
leads
for
re-­‐
markegng
Make
campaigns
shareable
on
social
media
Think
mobile
first!

Thank
You!
@moseskemibaro
moseskemibaro.com
moses@moseskemibaro.com