Delivering Performance Advertizing Outcomes at Scale Beyond Traditional Media Platforms.

[Music] [Applause] [Music] um the first track we have today is uh delivering performance advertising outcomes at scale Beyond traditional media platforms and I'd like to introduce uh Barat shama from Affinity Global hello hey guys thank you so much for attending this track uh so I'm going to talk to you guys today about how we can deliver scale Beyond uh big Tech right like social uh

Google and the big the question is you know why do we talk about this uh the first part is is the scale Beyond Google and Facebook that's the big question and do we need to bother about that so I'm going to spend the next 10 minutes exactly talking about how how much skill and uh why do we need to kind of focus on these platforms Beyond search and social um all right let's let's start with uh the world I mean there are 8.1 billion people on the planet today and uh I would we as game developers would love it if our game was played by literally everyone on the planet but that's not the case uh there are about 5.3 billion internet users and uh via big Tech you can reach about 4.1 billion internet users uh which is via Google and Facebook primarily um so what about the remaining 25% of the users so how do we get access to users Beyond uh Google and Facebook

uh the big question is who are these users these are internet users they are using smartphones they are using tablets they're using connected TVs they're using personal laptops and um you would assume obviously mobile is the fastest growing uh device and that's that's the fact about mobile is uh kind of 1.6 billion which is one of the fastest growing uh uh Hardwares today in the world supported by connected TV and when we think of mobile we would think of Samsung and Apple but that's not the reality the growth is actually in fact coming from newer Hardware manufacturers uh such as xiaomi Oppo Vivo and there are many popping up in the world the reason being there is so much of demand out there uh like you keep hearing about microchip shortages you know we are you keep talking about economic conditions we keep talking about uh uh recession so people finding alternate

alternate Hardwares to kind of eventually achieve what they desire and lots of other reasons right like for example AI better cameras you know uh kids uh like more filters so they kind of use flip phones they Innovation basically like today I'm been using an iPhones in the last uh 7 years and I don't know why like it's it's literally the same it's the same device it's there's literally no innovation so the first chance I'll get maybe I might move to a different ecosystem but the world is Shifting fast I mean the Gen z's are are not so obsessed with um the brand like for example Apple we we used to be obsessed with that brand but today today the world is kind of innovating fast and they are open to uh Test new hardware and hence we are seeing the world of oems evolve now the big question is what people keep asking me is the world today right so Google and Facebook I mean you can achieve 80% of your advertising

needs today uh by advertising on Big Tech platforms like Google Facebook you know meta Etc and we think of the remaining 20% is through Apple and Samsung you know and no one really cares about that problem uh but tomorrow the world is changing you know we there might be your there might be a situation where five years down the line Hardware becomes the new software where you might get access to about 50% of the users through big Tech but the remaining 50% of the users might not be accessible so the question is how do we get access to these these set of users so that's exactly where um the world of OEM comes up uh where the world the word OEM stands for Hardware manufacturers let me kind of start with that and that's exactly the reason why I'm here today you know what could be the size of this problem in the next 3 to 5 years it could actually today could be a 20% problem tomorrow it could be a 50% problem for your for your brand or your game you know the big question is how do we get in front of users efficiently so

that's the first topic you know why the big why uh educating you guys about oems as I said they are Hardware manufacturers the term means original equipment manufacturers if I have to give examples Apple and Samsung are the biggest manufacturers today in the world but giving you guys some data they are about 250 handset makers in the world today they are they are Distributing their devices over 100 plus countries and they are shipping over a they have shipped over a billion plus devices in 2023 and the demand still holds strong they're actually a shortage of a billion devices today so the question is are we going to imagine more oems pop up absolutely there is there is a demand and Supply crunch uh I'm going to get to the point what I'm trying to make but I just want to kind of give some background about what the OEM world looks like right it's a $600 billion industry uh it's going to go up to 1.2 trillion ion Dollar by 2030 and um this

is an interesting fact actually the oems today are generating only 18% of the revenu through software just 18% but they are imagining they are actually assuming their revenue to grow up to 50% in the next 5 years which is purely Revenue driven through all the apps that come pre-bundled with every device on the handset on the laptop on your smart watches maybe on your smart glares in the future so the the software revenue is going to be growing really fast again like if I have to kind of equate it Google is about $300 billion the OEM software industry could be about 600 billion dollar in the next five years so that's the size of this challenge that I'm talking about it's we can actually reach that large number of users by having an oem driven strategy so that's point one these handset makers want to be the news tomorrow's big Tech adtech

drivers in the world tomorrow and in terms of what are these softwares right so as of date 90% of the revenues come from uh app stores you know pre-bundled app stores with every device there an app store that comes in like be it Huawei be it Oppo be it gomi be it Microsoft be it Apple in fact you know Apple has its own app store Google has its own app store Etc but Google does not have its own Hardware uh other than that there are browsers there are payment apps the utility applications you know like Health apps uh there calendar apps musics then there are launchers it's like your search that happens on your device and obviously gaming apps so with every phone you'll always see pre-bundled games that come along with the phone it's it's an added value that the makers actually provide to their consumers to have the consumers spend more time with their phones and buy their phones more often um so this is actually what's driving 90% of Revenue today in the software space for the hardware

companies and as I mentioned right the future is smart the future is oems the future is Hardware uh today we spend a lot of time trying to get access to the user through Google and Facebook the question is why I have I'm a smart user I don't need to go VI the platforms to kind of reach a consumer if I own the hardware if you can reach me via any of these Hardware platforms why are any of their softwares that's pre-bundled with the devices so strongly believe in the future is M tomorrow literally everything will be smart your fridge would be smart your microwaves would be smart your your watches would be smart and there will be more mediums to reach the same consumer other than big Tech so that's exactly what I mean by the future is smart the future is OEM so that's about the size of the problem that's point one right the second part is how do we navigate around this problem um oems is a complex ecosystem you know Google and Facebook have spent a lot of money to simplify it like with oems what

happens is like as a game developer you got to talk to all these different handset makers you know they're based all across the world like your like your Samsungs are based in uh Korea oppos Vios huawe others are based in China and you know kind of have operations spread out all across the globe uh so as a game developer where we have limited resources we got to talk to so many people that's point one you know and we have so many of the problems that we got to tackle we got to tackle high costs we got to tackle lack of knowledge uh we got to tackle I mean uh basic wellknown on how to going of get our app listed in all these app stores like that's the basic knowledge that we are as game developers missing um so that's exactly where VV comes in we basically uh help the hardware manufacturers uh we talk the language of software to the hardware manufacturers and we talk the the language or media to the game developers so for example for game developers we are driving awareness

clicks actions installs leads if you want to talk the attech language we can talk about cost per action cost per installs cost per download cost for sales Etc and this is the language that a media company should talk and what the gaming developers understand and similarly we talk the software language with the hardware companies like technical Integrations you know million dollar contracts we do it all so we kind of behave as the technology between the hardware and the software and uh we've been doing this a scale so we are we have helped about 2,000 Brands connect with over 100 Plus premium Publishers and we are driving performance in terms of numbers in terms of conversions I'm I'm going to show you some data along with that but uh that's exactly what we kind of solves as a problem you know we are we kind of function as a tech layer between the hardware and the software we function as a tech layer between uh the consumer and the developer and uh we are trying to eliminate big Tech uh for from

you to re the consumer simply speaking you like why my big question is why if you want to reach a consumer why go through Google why go through a search engine so that's exactly what VB is kind of coming in the middle and solving as a problem um what we do we maximize growth we drive app installs we drive website visits uh we drive leads we drive sub descriptions um and we have about three different formats so we have built our own formats to natively fit each of these devices the first format is called tiles it's a quick access icon like today when when each of you all kind of open your phone you would you would always see these quick access item pop up here so that's actually natively fits inside every device so we have our own um format sitting inside all the large uh handset makers I mean all the large uh uh in the pre- bundle software of all

the handset makers like your app stores your browsers we have our tiles listed there which is a web product and we have impact which is a simple Banner ad showing up inside uh pre-bundled browsers inside your launchers of your devices and with these formats we are able to drive app installs as well so three simple formats um to drive performance tiles quick access icon it's sitting on inside launchers it's sitting inside start Pages or devices and here you can reach your consumer before they actually start your their shopping Journey uh they can start their search Journey uh which makes it super high intent and eventually you will see a better uh performance metrics compared to any other social or content platform because the consumer has the intent because they're going to start searching uh that's our first format and we are live across uh some of the largest desktop browsers out there like you know the one I like to highlight here is Opera GX which is a gaming browser so if you look to promote your game on uh

globally uh to Gamers we have a browser for that and we can help you guys get instant access to these consumers apart from that if you're looking to drive uh large scale reach uh for desktop Gamers uh we can we can achieve that by kind of promoting our ad across large popular browsers such as Opera such as Firefox such as Internet Explorer and then we can do the same thing on uh on mobile as well so we have our tiles on Samsung Oppo VI xiaomi and some of the largest browsers independent browsers that get distributed with these devices so that's the first format tiles impact I'm just going to quickly rush through this so just we can spend more time on the numbers in terms of results impacts are simple banner ads placed on all these browsers and third party app stores again as I mentioned you know we are live with Opera we are live with some of the largest independent browsers out there but again here is is is a format that can be

used to uh communicate a certain offer communicate a big launch to a certain base of users and we are live on desktop browsers and some of the largest desktop browsers out there um finally app installs you know this is something which is relevant to the conference here so we are working with all the thirdparty app stores outside of Play Store so if you're looking for for growth outside of Play Store that's exactly the problem that VB solves we will get your app listed on all these third party app stores be a Samsung be Microsoft be Vivo be xiaomi be opo we will get the app listed and we will also promote the app efficiently with your kpis in mind across all these third party app stores so that's app installs as a product um we are live today on some of the largest uh third party app stores like Samsung app store that's an

example there Huawei App Store uh xiaomi App Store uh Oppo App Store Evo app store then on the desktop space we are live with Microsoft App Store as well so we can promote uh desktop ads on the Microsoft store and uh and drive numbers drive kpis drive exactly what you're looking for which is in app purchases we we can we can kind of uh Drive leads subscriptions everything through these uh thir part app store so uh today every phone as I mentioned right every handset comes with multiple applications and today we have our formats live across all these different uh applications be OEM browsers launchers minus one screens Etc in terms of uh types of Publishers we are live some with some of the largest uh Publishers out there but like just to highlight core agency partners today we have an we have an exclusive contract with Oppo Vivo xiaomi and

Samsung as well where we function as their uh media vendor to basically help Brands get access to these App Stores um in a competitive format in an efficient way so we function as a core agency partner for some of the largest Hardware manufacturers uh out there and in terms of reach we do have access to about a billion users globally it's pretty much spread across some of the largest countries in the world here in terms of demographics you know it's it's again it's it's as as much as what the global standards are about 60% male to 40% women and the new age uh uh consumers are actually adopting to the new oems faster we can definitely imagine that happening in terms of uh results yeah so about so we I spoke about why do this then I spoke about how do we achieve it and then the final part is the numbers right so we're working with some of the largest gaming developers gaming Studios out there uh and we are driving results so we are

driving ruas we are driving web uh lead subscriptions we are driving conversions we are doing this on uh we are doing this on desktop uh and we are doing this on mobile as well like to give you guys some examples we are working with raid uh driving uh scale for them globally helping them Reach 20 million plus users driving subscriptions over 3,500 so far and that's growing every day uh conversion rates healthy in the range of 2 to 5% and they're using all of our formats being impact or tiles that's one of the examples then for example for and again uh Global again I like to highlight it because we're working with all these handset makers that distribute globally uh some of the top performing Goos are us UK Germany and Canada as you can see on the screen uh another example would be uh World of Warships so we're working World of Warships we are again similar numbers they are growing they're consistently spending they're seeing the

value and we are helping them to promote promote them globally the top markets being Brazil Japan Vietnam France and that scaling as well so I mean long story short this functions as a full FAL marketing solution we can help you get access to a billion users outside of the big Tech or social or search platforms we have a daily active user base of about 500 million on the web and over 100 million plus users app and that's spread across some of the largest countries the top performing GEOS here are obviously us Europe and APAC uh we do have access to a lot of inventory in Brazil as well so yeah uh I am pretty much up with my time but today if we are looking to access about a billion users outside of search and social we guys can help you out with achieving exactly that and I believe that's my time you can if anyone's interested to any know any more information you can reach us that g G1

all right [Music] any awesome thank you so much for um we have time for question yes um anybody has a question we have a microphone going around Jackie I shout the question is all sounds fantastic thank you for the presentation it's really interesting um how do you select What type of game or developer that you work with is there a selection criteria because otherwise we'd have thousands of apps going through this funnel I mean that's I mean there is like for example if I have to ask the same question to Google or Facebook do they select we [Music] don't

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