Crafted Strategix

Targeted Digital Advertising to Specific Locations-on Smart Phone

The most cost effective route to reach your targeted consumers directly.

Digital Advt. market in India

• Total Spend – Rs 10,819 crores (17%) to grow to 31.9% by 2021
• Social media – 29%
• Search based – 25%
• Display ads – 21%
• Video – 20%
• All IP based platforms. No smart Phone based.

Mobile broadband access in India

• Total Mobile phones – 1161 M
• Broadband Mobiles – Smart Phones – 544.37 M
• Total Broadband – 563.31 M
• Average Monthly growth rate – 2.41%
• Wired broadband – 18.42M
• Growth rate – 0.72%
• With 5 G arrival in near future – the mobile platform

Digital Ads Work

Our Offering

• Digital Ads. To The smart phones
• Targeted to your clientele/consumers
• Works on Mobiles IDS not on IP ids
• Not desktop or cookie targeting
• Need only the geographic area coordinates and creative to reach the consumer

Delivering ad to a smartphone

Mobile Device Acquisition

Advantage of digital ads

Our offering – Type of advertisements

Users Experience

Banner advertisement specification

• Accepted file types are GIF, JPG or PNG.
• Maximum files size id 70 kb.
• Creative with white or light borders must have 1px black border.
• Creative must have a brand notification that corresponds with the landing page.
• You must have a disclaimer that meets IAB standards.
• Animation limited to 15 seconds, animation loop no longer than 3 times.
• You must provide a landing page link.

Advertising Creative Sizes

We require you submit the following sizes:

• 300 pixels wide by 250 pixels tall (300 x 250)
• 320 pixels wide by 50 pixels tall (320 x 50)
• 300 pixels wide by 50 pixels tall (300 x 50)

Video advertisement specification

• Ideal creative file size is between 1mb and 10mb, but, can be upto 50mb.
• Provide a:15 second and :30 second creative.
• Minimum dimensions and ratio are 640 x 260 (16:9) or 640 x 480 (4:3).
• Preferred file type is mp4 or flv, but, you may also use avi, mov, m4v, mpeg, mpg, oga, ogg, ogv, webm, wmv.
• VAST 2.0 or 3.0 tags are accepted.
• You must provide a landing page link.

OUR – USP

• Ability to Acquire Mobile Device Ids.
• Eliminates all wasted digital impressions that would normal digital ads will do though desktop devices via cookie targeting.
• Saves money for the advertisers.
• Mobile Device Id – enables to create Ad Campaign at an Addressable Level for Mobile Devices.
• We can match what is called “Third Party Data” to these mobile Ids and target them uniquely.
• The Clickable ads, increases the traffic to your website and enables to deliver your message in detail.

Cost-effective targeted advertising

• The target audience may be selected to focus to the exact location.
• Airports – high end residential area, malls, business districts, Stadia, Universities or a specified list.
• The geography of the target audience can be pre-defined to suit the target population segments.
• Mobile Device Id – enables to create Ad Campaign at an Addressable Level for Mobile Devices.
• Highly effective to reach out to the target audience in a subtle manner.
• Social/consumer oriented/issues or any other messages can be effectively delivered.
• An interesting message will force the receiver to dig into the subject.
• Most importantly, reaches your target directly avoid wasting resources and budget.

EG: Airport focused targeted advertising

• Decision makers/influencers throng the airports very frequently.
• Political and administrative leaders travels to all corners.
• High end consumers too cress-cross airports regularly.
• Probably the only point where the concentration is high almost daily.
• This concentration is high in all the major airports.
• Effective way to reach out to the high end consumer with product messages.
• One of the best place to reach out to the policy influencers/policy/decision makers in a subtle way.

Traffic at major airports (2018)

• Delhi airport has the highest passenger traffic at 1.91 lakh per day plus workers and visitors making it around 2 lakh plus.
• Mumbai airport has passenger traffic at 1.35 lakh per day plus workers and visitor making it around 1.5 lakh.
• Bengaluru airport has passenger traffic at 0.92 lakh per day plus workers and visitor making it around 1 lakh.
• Chennai airport has passenger traffic at 0.62 lakh per day plus workers and visitor making it around 0.75 lakh.
• Kolkata airport has passenger traffic at 0.60 lakh per day plus workers and visitor making it around 0.7 lakh.

Aim of the campaign

• To persuade & influence decision makers/ high end consumers with the idea/ issues or a product.
• Positive aspects of the issue/ idea/ product could be highlighted for acceptance by the target audiences.
• To get the necessary attention of the target audience – consumer or decision makers for the idea/ issue/ product.
• Attract the target segment to your website for conversion to desired activity.

Direct to target segments

• The message is introduced straight onto the Smartphone based on location.
• This is done without the use of numbers.
• Done through apps or internet activity the user may undertake.
• Targeted and Seamless Digital Advertising is yet to arrive in India.
• The new experience ensures the messages are drilled deep into the smartphone owners mind.
• Saving investment as you pay only per impression.

Our Recommendation

• Video takeover of the smart phone with a 15/30 seconds video messaging.
• The video will take over the entire space of the smart phones to show case advertisement.
• There must be at least three to four different banner ads / videos and it can be beamed throughout the day and night continuously to hit the targets.
• Banner ads with clickable URL options to the website which details the benefits Or any other format given in the ppt.

Result of the campaign

• We enter the mind space of the TA – decision makers, MPs, MLAs, State and Central Ministers – (airports).
• We reach to the administrative leaders we familiarize with the frequent travellers, the high spenders – (airports).
• We enter the HNIs and decision makers together, at one point.
• Depending on target geography we reach straight to their mobiles and mind space.
• We persuade them to the website with details of your product and issue for a call to action.
• We capture the mind space of the high end consumers.

Other geographic targets

• High end Malls of the cities.
• Elite colonies of the cities, eg. S Delhi, Gurgaon, S Kolkata, Indira Nagar, MG Road, Bangalore, S Mumbai.
• Sport stadiums during cricket matches.
• Any major events of the area / town, festivals.
• Exhibition, Fare Grounds of the cities.
• Convention centre’s.
• University campuses.

Impact and reporting

• Weekly report on the impressions reached and clicks happened.
• One may check/tally it with the Google analytics on the website given.
• Details of the reports include the regions with most activity/male female ratio/ age groups.
• Digital advertising does not display on a locked screen. You see digital ads when you are browsing the internet or are using an app.
• Average 60 percent of phones in India are smart phones and with middle and upper middle class 90-100%.
• The ad systems won’t generate an ad campaign unless we have a minimum of 1000 people in the universe. It’s a privacy related rule. 
• You can receive reports at the end of every day. Or every two days.
• The operations are totally legal India as there are internet-based ad campaign in India, not focused at smart phones but. We have a legal advice from Luthra & Luthras too.
• There is no restriction by any regulator including the private airport operators, as this is an internet-based ADVT. Networks operation.

Technology partners

• Our technology partner is Persuade Digital of USA.
• Entire operations are undertaken by our partners.
• Pilot project in Kochi in a political rally on January 29th 2019 and also one in Gurgaon in June-first week, 2019.
• Reports on it are available on request.

About us

Crafted Strategix- specialized in high end public affairs and research.

Led by VK Cherian is a journalist turned strategic communications professional with 36 years of experience in the capital city of New Delhi. After the first 20 years in mainline media including, Television, he shifted to strategic public communications. He served as Director, Corporate Communications of Sistema Shyam Telecommunications Ltd. (MTS) for a year. He also served as a Senior Director of Cellular Operators Association of India (COAI). He was inducted by Public Relations Council of India (PRCI) into the HALL OF FAME in March 2015 and is widely networked in media, government, industry and politics.

Advisors

Ravi Aurora, Over 40 years in market research, marketing, sales, advertising, PR/ IR, event management, brand / product development across varied sectors. In previous roles and responsibilities, Mr. Aurora had been involved with 4 startups and 3 turnarounds across Consumer, industrial and corporate sectors besides developing insight into Consumer behaviour, investor needs and stakeholder desires. Have handled numerous public issues for the government and private sector.

Experience of over 100 man years in media, public relations and research.

About Persuade Digital, Washington DC, USA

• Leader in the Targeted Digital Advertising.
• Pioneered the best integration of data and technology.
• Uses the most efficient and effective method.
• Have worked across 24 countries.
• Has won 58 advertising awards.

Contact

CRAFTED STRATEGIX LLP

+91 99996 33950
ctstrategix@gmail.com