 audience to please connect with all of our speakers offline in case of any further questions. We're going to straight away march ahead with our next speaker session. Before we do that, we'd also like to inform you that Exchange for Media Group is gearing up for its flagship event, which is the E-Forum Conclave, the 18th edition, scheduled on 16th November right here at Tart Santa Cruz. Now the theme of the event is marketers and machine, how will AI transform marketing? Now from industry global leaders such as Martin Sorrell to Den Su Ings Tim Andree, this year our headline speaker features Tamara Ingram, the worldwide CEO of J. Walter Thompson. So for those who are keen to be a part of this fantastic flagship event of Exchange for Media, I'm going to urge all of you to please connect with the team and register yourself and block your seat as well for the 16th of November. Well on that note, our next speaker for the day we have with us Mr. Vaibhav Orekar, co-founder and COO of Fockit Video Ads and he in fact has a varied experience in banking and digital industry as well. Now he will also be joined by Mr. Akhil Almeida, Vice President of Digital with Kantar Media and Akhil Almeida is also the Vice President and practice head digital in fact at Kantar IMRB, so they both will be making a presentation for all of us and I'd like to invite both of our speakers on stage, Mr. Vaibhav Orekar and Mr. Akhil Almeida. So if I may please firstly invite Mr. Vaibhav to please come on the stage and can we have a double up round of applause for our speakers, ladies and gentlemen. Good evening all of you and we have Akhil here who leads the practice in Kantar IMRB and I am Vaibhav, co-founder of Fockit. Fockit is essentially a mobile in-app video advertising platform. We focus on the gaming genre and you know a lot of us here at Fockit years, I back in my banking days also always thought you know gamers to be out of college kids and probably no one else but as things started moving and you know with mobile, with in-app probably everyone today is a gamer and you know I recollect my mom also now plays with her sisters on Facebook and you know they're also gaming some content. So gaming has moved a long way and we sort of did a you know IMRB conducted a study just to understand who gamers essentially are and we'll get Akhil to you know present some of the findings for that. Just couple of slides before we go into that. Can we have the presentation? Yeah, so that's just us as an answer what we do being a you know pure in-app advertising platform and can you get the sound also? Yes, essentially I'll just want all of you to you know connect to gaming in some format whether it's whether it's games like Ludo whether it's games like racing whether it's need for speed whether it's Candy Crush everybody's some way or the other connected to gaming and you know we'll get more insights on you know who the gamers are. So almost about 250 million very much equal to the size of you know the whole smartphone ecosystem and three out of four players you know being on mobile coming there in there in between content wise in a day. So spending a good amount of time sort of breaking free from their regular activities. So you know the start of study essentially what we did in terms of the the ad spends we've all even in the days spoken how mobile is probably the mobile only in digital now and you know it continues to grow in terms of the spends you know from about 50 billion to you know almost touching 300 billion in in next four years. So I'll probably you know pass it on to Akhil to take some some few. Thank you Bebov. So I guess really essentially one of the things that you hear about anything to do with the mobile ecosystem today regardless of which category that you're in is that growth is tremendous. Growth is still something that is going to accelerate especially as you move into a smaller town. So the story is good for a lot of people who are working in this ecosystem but what I'm really going to be talking about over the next few minutes is really a kind of distillation of the of the study that we did. So think of it as like a five or seven minute capsule of the key findings that came out of the study and I want to focus on two broad areas. One is the changes that we saw the impact on user behavior. So how people really engaging with games today especially on their mobile device and the second portion really is how can marketers and brands really kind of take that information and make it useful for them. How can you make it more actionable for you what sort of decisions can it help you drive when you're sitting and planning with your digital teams with your strategy teams with your agencies. So what are the points that you'd want to consider. So one of the things that happened you know about two years ago some of us call it the geo effect but wasn't just geo it was though they certainly spearheaded it is the fact that all of a sudden you've got a whole bunch of people with access they have access to smart devices they've got access to data connections much improved data connections and they don't have to pay a whole lot of money for it right and then what that means is it's really put a lot of services is put a lot of content up front and center to people right to consumers but somehow when when you look at the past you know couple of years what's really happened is a lot of the buzz has really been focused around three or four segments so you've got social media obviously like you know the big boy is the Facebook's Instagram's the world but you also have categories like shopping you got some mobile commerce and entertainment so it's OTT right and while these categories have been getting a lot of buzz we've seen that probably and we firmly believe at Kanta that probably the one sleeper category right that is still under leverage today on the mobile on the mobile phone really is the overall mobile gaming ecosystem why do we say it's under leverage well I'm going to talk to you about that in a little bit more detail but essentially the first thing that we want I want to help you guys understand is really the kind of reach that you can get with this medium today already we're seeing that 50% of users with a smartphone are engaging with games on a regular basis so it's not a question of okay fine I have a phone I've got a I've got a few games installed and I leave it at that I access them once in a while we're talking about a regular engagement and when we're talking about engagement what does that really mean and who's really the I know who are the kind of people who are playing you know where above alluded to a little while ago there was this there's this kind of myth almost that one of the things you know the kind of people who tend to be playing mobile games is it's going to be an audience excuse towards the young it's going to be predominantly you know predominantly male but our study revealed quite the opposite in fact so when you actually look at the data you look at people who are actually playing games and this is data that came out of our own so cantarious own syndicated smartphone panel where we measure actual behavior the insights kind of surprised even us we weren't expecting to see such a big shift over the past couple of years so today when you look at it almost half of all mobile gamers who are actively engaged in mobile games are women in fact when you're talking about reaching you know that key decision maker in the household the mom right almost 60% of urban moms today are engaged regularly with mobile games right and it's not just said necessarily just something that caters only to a young audience nearly a third of people who are actively engaged in mobile games today are actually over the age of 35 now the games they'll play are slightly different these are age groups that will tend to go towards the more premium or the more or more paid variety of games but essentially you know the takeaway here is really the kind of reach that we are now able to get through medium like this and while we're on the subject of engagement right how does it really break down one is really you know frequency of access so one of the things that when we look at when we look at a platform or an ecosystem and we're trying to assess engagement it's not just about okay fine how how many people do you reach but what's the ability of that ecosystem to draw bring to bring people in over and over again and we saw that you know about you know almost three quarters of all users today actually are accessing it at least twice a day almost a third of them are accessing it four to five times a day so that's you know really these aren't really numbers that you would that one would want to scoff at right and just to kind of throw in some context there right when you're talking about time spent right what is the quality of this engagement is it really so when you're talking about the quality of the engagement really are people logging for gaming just playing for five minutes ten minutes at a time no not necessarily right so if you do a comparison with we looked at 8,000 smartphone users and you do a comparison between mobile gaming and you do comparison to OTT this is the average time that is spent in a day on average mobile gamers are kind of spending about 30% more time on gaming than they do even do on something like OTT right so so you know for all of you who are already on Netflix on Amazon Prime on boot and looking at those platforms this is something that you might want to consider for the simple reason that when you're talking about gaming you're talking about an addressable audience it's easier to reach one of the big challenges that we as marketers faces really that you have a lot of these wall gardens and becomes difficult to reach certain types of audiences right but with mobile gaming all of a sudden those same those opportunities kind of open up and the other thing that we saw that was really interesting is how mobile gaming is now beginning to redefine the indirect concept of family time and family time with media there used to be a time when you know the TV would be this one thing that this one singular medium around which everybody in the household household would gather around right and everybody would like sit in front of the television and watch a certain set of programs but today we all know that we live in a multi-screen world so even if I'm in front of the television my mobile phone is next to me right I'm probably engaging with it the thing is what are they doing on their mobile phone when they're in front of the television but there's a very good chance if you look at the data there's very good chance that are actually engaged in gaming some in a lot of them are actually engaged in gaming and if you look at the patterns it's really quite interesting it's this period during your evening commute home on the way back and after you get back home is when you see that the highest amount of engagement is really happening it's not really happening as much earlier in the day and the behavior and the behavior is and the behavior isn't vastly different when you look at different genders as well so for men and women the only like the key difference they probably say somewhere around here is when you have a lot of you know older probably working men click on their way home on their commute home what are they doing they're engaging with mobile games and even if you look at it across different town class you look at large towns and you get small towns the patterns are broadly similar and if you think about it this consumption pattern is also broadly in line with the way that TV consumption patterns typically work right so we're living in a multi-screen world when you're as a marketer we need to think about okay fine how am I going to engage my consumers on multiple screens right and what platforms were really to you know do I really need to engage them on the other thing that we noticed is that when it comes to gaming gaming is a very personal activity right so people engage in mobile gaming for them it's their me time so they tend to be highly committed when they're playing what do you mean by that they don't want interruption right which is why we're tending to see that it's happened in times where they're not going to be interrupts times like the commuter one only when they get home and they have some amount of free or leisure time and they can engage in the in that game for a few minutes right now moving on from now that we've understood the behavior really what is it that you know the marketers in this room can really do how can we actually leverage mobile gaming to kind of reach out to consumers what is what are the things that you should know before you're going into a planning session before you're going to study the session so one is when it comes to advertising now let's face it today regardless of the platform that you're on but they are on messaging with their own social where they are on you know avod or any other platform as marketers we want to find an audience that's addressable that we can reach and we can reach out to them effectively we one of the good things that we found through this study is that when you look across the gaming ecosystem there is a much higher acceptance of advertising among gamers to receiving advertising then there are in a lot of other platforms one of the reasons being that gaming is considered to be relatively more personalized at the same time it's not necessarily considered to be very interruptive and why it's not considered to be as interruptive I'm going to get to in a few moments what kind of units actually tend to work we all know that videos great when it comes to content it also turned out to be really great when it comes to advertising especially on mobile on mobile gaming platform so more rewarded video ads we found were actually the kind of units of the most you know the most widely accepted why is that well there's a very clear incentive to watching the advertising on mobile gaming typically I'm looking at you know I'm looking at getting an additional life or I'm trying to get some sort of in-game currency so they're much more likely to pay attention to the ad and not want to skip ads or not want to like not pay attention because they know at the end of the day they're going to get something back from it so the incentivization structure that's kind of built in is really something that you know you know Boardswell you know helps Boardswell for brands and we've seen this happen across a number of studies there is higher brand recall because of the fact that the completion rates are higher and in fact the other thing that we've seen is that the completion rates are better like only one in ten gamers today will actually close the ad without you know and not up to watch it so I mean think of yourself today when you're on a platform and you have an option to skip an ad how many how many times are you just looking at that countdown and waiting for like you know as it comes on to hit the skip button so you can move straight to content the other thing really is to figuring out okay fine now I decided I want to go on gaming now what what kind of games do I choose well India is very similar to a lot of other markets in this region in the sense that there is not as much of a propensity to want to pay for games as there is maybe in other markets so you know free games really draw the largest number of users that's no surprise the other thing is because a lot of these games are free the main form of monetization for all of these you know game developers out there really is through in-app advertising so it's making so it's making giving you an addressable audience that you can reach right and the fact that like almost with any other medium on mobile you can segment users makes it you know easier to target them these are kind of the buzzwords that that a lot of us in the measurement space are looking at today we want to make sure that we're on platforms that are brand safe platforms that can ensure of ability platforms where if I can get some source of user interaction initiation you know that's great so that I can get better each and engagement the good thing about something like gaming is that you have to if I'm a developer for a game today I need to actually go through a whole bunch of you know checks and balances before I actually upload my game and get it authenticated on either the play store or the iOS store right so the likelihood of your ad being placed to a non-brand safe environment is really much much lower than being put you know on any third-party website where you're not from it when you're not aware of where your ad is going to be placed in what context is your ad going to be shown viewability is far better simply for the reason that rewards and incentives for advertising tend to work so people are more likely to be watching the ads it's user initiated they have to choose that option and therefore we're getting you know increased engagement along with that range so what I'd like to leave you with really is you know five points to think about when you're thinking about mobile gaming if you're ever considering it one is that it definitely has a reach today it is a platform or an ecosystem that is going mainstream it's attracting a much wider range of audiences than we were previously aware of so they're not only young there are a lot more women playing games online then then there are a lot of other platforms you're also able to attract you're also able to attract audiences both across large and small towns older audiences as well it's an incredibly sticky medium because of the ability to draw people to come back and play again and again so it creates habits the time spent on this medium is amongst the highest that we've seen across categories it works great in conjunction with other traditional mainstream media because of the fact that the patterns of consumption are very similar to vehicles like television and you know lastly the fact that when it comes to advertising in an age where Gen Z users are actually adopting ad blockers it's good to see that there are some mediums at least where the acceptability of advertising is still you know relatively high that's it thank you thank you so much I'm going to request you to please take the center stage I'd like to in fact invite Rajitha Nadkarni who's the head digital marketing with Mahindra please come forward and also present a token of gratitude to both of our speakers another very interesting concept indeed to do with the gaming in terms of integration for mobile marketing so I'm going to urge all of you to please connect with both Mr. Vabhav Odekar and Mr. Akhil Almeida as well offline to take your queries forward meanwhile please be seated because we're also going to get started with our next panel discussion on the journey to the next mobile frontier stay tuned