Attero’s DigitalMedia

ADMadvertising magnified

About Attero

An Electronic & Electrical Waste Management Company, which works on a Zero-Landfill system. The only Authorized Recyclers in India to be certified

by Ministry of Environment & Forest.

ADM - Background

A Pioneer in Digital Media Promoting computerization across India, with a vision ‘ONE COMPUTER PER INDIAN’

Funded by• Draper Fisher Juverston, NEA-IndoUS Ventures, World Bank

Industry Position Currently the largest and the only player in the Industry with over 1 Lakh user base and growing. • The most Cost Effective medium in terms of CPA and CPC.•The most accountable and measurable medium available.

Office Presence •Delhi •Mumbai •Bangalore •Kolkatta

• Hyderabad•Chandigarh•Pune •Ahmedabad

•Bhubaneshwer•Varansi•Trivandram•Nagpur

•Jaipur •Lucknow•Chennai

PROBLEMS WITH TRADITIONAL MEDIA

How do marketers and advertisers know that :

Who are they reaching?

How many or how many times?

How can you possibly determine what works and what not?

Media Fragmentation is on the Rise

So no Single Media can reach

all your Prospective Customers

Which translates into…

Asia Pacific media consumption patterns across different age groups

Which translates into…

Media Avoidance is on

the Rise

Channels are flipped, Newspaper pages are skipped

Ad avoidance of different Mediums

Source: Initiative Media

Previous, current and projected spending in

New and emerging media Internationally TV, Press and

Radio are under pressure

In India, New Media still does not

have scale

Which translates into…

Advertisers demanding

more Accountability

and ROI

Advertisers demanding

more Accountability

and ROI

Advertising needs to

move beyond Impressions to impact to engagement

Advertising needs to

move beyond Impressions to impact to engagement

Cost Effective Options being

explored.

Cost Effective Options being

explored.

Context in which the message is

seen will play an important part

Context in which the message is

seen will play an important part

What are Advertisers Saying

Consumer Behavior has

Changed

Consumer Behavior has

Changed

So Marketing / Media Mix must

Change

So Marketing / Media Mix must

Change

Answers

To conceptualize, design and develop an innovative media, which enables marketers and advertisers to

directly connect with consumer mind pulse.

&

To communicate with their desired and relevant target audience with negligible fragmentation and

minimum wastage.

Hence the birth of ADM

Austin/Attero Digital Media

Sneak - Peek

The Ad-Bar on the windows desktop has a series of protection features

1. Protection from Software removal

2. Protection from Operating System Re-Installation

3. Protection from Hard Disk Removal

4. Legal obligation

ADM PROTECTION

Traditional Mediums

An Analysis

Mass ReachAudio-visual appealAppeals to senses

IntrusiveTargetable by content selection

Credible/prestigiousHigh awareness

ImpactCreates desire

The Most Persuasive of All MediaBest Way to Demonstrate the Product

Universal AppealEngages Emotion

Production Techniques Make Commercials MemorableCredibleFlexible

TargetabilityFrequencyPortabilityPersonal

Economical for local marketsShort lead times

Community involvementStrong promotional vehicle

Low cost of entrySelectiveIntrusive

Low Production CostsLow Per Commercial CostsEfficient Cost Per Thousand

Advertisers Can Build FrequencyReach Medium

Radio Is FlexibleNot Seasonal

"Theater of the Mind"Mobile

Good Suburban CoverageArbitriton

Audiences Are Different

Light TV ViewersLight Newspaper Readers

Listen to MORE Radio

TV

Strengths of Various Mediums

Strengths of Various Mediums

Radio

Timeliness / news valueAllows for copy detail

Broad reachEditorial / section targetingCredible news environmentGeographically targetable

Material changes are simpleReaders "Shop" the Paper When They Get Ready to Buy

Ads Are TransportableVisual

Ads Have Many Different SizesTarget the Local Shopping AreaPossible to Track With Coupons

Ads Are TangibleProvide Access to Upscale Demographics

Because you must "buy" a newspaper many people believe this gives more credibility to the advertising

"You get what you pay for"Safe

No store manager has ever been fired for advertising in the newspaper

Newspaper

ImageVisual component

Targeted to reader interestGood reproduction quality

Regional flexibilitySignificant pass-along readership

Opportunity to sampleLong shelf life

Ads are part of the reading experienceVery Narrow Targeted Approach

Target MarketHigh Credibility Because of Editorial

Excellent Production StandardsHigh Pass Along

Excellent Audience ResearchPossible to Coupon

Magazines

Strengths of Various Mediums

Strengths of Various Mediums

FrequencyDominance

Mass city coverageMarket / route / site selectivity

Long life / continuitySimplicity

Backlit boards offer unique creative opportunitiesHigh Reach High Frequency at Low Cost

Effective Way to Reach CommutersHighly Targetable

"Carryover"Even after your contract expires, your ad stays up until someone

else buys the boardCost-efficient reach

FrequencyQuality reproduction

Reach qualified & captive audienceTarget campaigns geographically, demographically & psycho

graphicallyGet measurable results in real timeQuick creative & campaign changes

Cost effectiveLimited waste

Various campaign types (display advertising, text ads)Various pricing models

Personalize your message with users name

Not limited by message length

Measurable response and database builder

Highly Targeted

Selling Approach Can Be Tested and Refined

Quality Production

Outdoor

Internet

Direct Mailer

Strengths of Various Mediums

Strengths of Various Mediums

TV

Newspaper

Outdoor

Direct Mailer

Radio

MagazineMagazine

OnlineOnline

BrandingBranding

TargetingTargeting

TacticalTactical

InteractiveInteractive

MassMass

NicheNiche

ADM

SO What is ADM?It is an audio visual Captive Audience Network of Personal

Computers, where people are identifiable via demographics, geographic and psychographic congregate.

The P.C’s attract full viewer attention through flexi-casting in an cost effective manner.

ADM allows you to FLEXI-CAST

Note: Psychographic mapping can be done only based on data provided by DMM server and ISP

87 % average visibility for screens across locations

81 % average recall for any advertising

66 % recall for client specific advertising

Frequently Asked Questions

Source: Data based in initial testing

Since ADM is not designed as a traditional medium…

…it can very well be characterized as a

New and Emerging Medium

Budget allocation attitude

of international market towards

New and Interactive Media

Source: Forrester Research, Inc, 2009

ADM

The Real MediaReal time data = 24 x 7

For Advertisers

Real Media Advantage

Real time data = 24 x 7

– Automated Portal for advertisers.

– Freedom for advertisers to load creatives at any given point of time.

– Access to all campaign related data at any given point of time.

– A detailed comprehensive report every quarter to be delivered.

– Advertisers can design their campaign based on one to one mapping.

Real Media Advantage

• Cost effectiveness:

– Cost of reaching consumer is kept lowest in comparison to all other media vehicles, which in turn helps advertiser to keep the cost of customer acquisition to the bare minimum

– Advertiser won’t be charged, if the consumer clicks the advert and subsequently bring redirected to the advertiser’s web for more/generalized information

– Advertiser won’t be charged, if the consumer is interested in the particular advert and there by clicks the advert, and wishes to view it full screen again and again

Thank You

We hope you enjoyed the presentation, as much as we did

making it.