Mobile Marketing Media Kit

June 2013

C O N T E N T S

What is mobile advertising?

Intro to mobile advertising in Egypt

Channels

Measurements of success

Case studies

Rate card and technical specifications

Mobile Advertising Channels

Messaging Channels Approach your potential customers through text and multimedia messages:

SMS MMS PCM inserts

Internet Channels Communicate online with your targeted public:

Banners: expose your promotional message to million of mobile internet users through banners on various mobile sites and mobile applications.

Branded mobile sites: have a mobile site for your advertising campaign.

Applications Offer value to your customers through branded mobile applications.

Messaging Channels Mobile Advertising Channels

SMS

SMS is a media channel with high degree of interactivity, dedicated specially for immediate promotion actions. The 160 characters for English and 70 for Arabic ensures a high view rate, specially that these messages are read right after receiving them.

MMS

The MMS channel offers the targeted audience a multimedia experience (images, sound and video), exposing a complex and attractive image of your offer, through which you can grow the brand loyalty. It can have 3 slides with either text, images, audio files or videos.

PCM Inserts

Your promotional messages will be inserted in the notifications received by Vodafone users when someone asks them to call them back. First characters are allocated to the notification message, and the other 42 characters are reserved for your advertising message. Millions of such notifications are send everyday, so your promotion potential is high.

PCM MMS SMS

Targeting capabilities: • Geographic Lifestyle (people that most probably live, work, shop or go by certain areas)

• by governorate • by district

• Mobile Spent • Handset type

What is Mobile Advertising?

Mobile advertising is any advertising offer, promotion or incentive from a third party advertiser provided to Vodafone’s mobile customers via Vodafone’s network or to mobile internet users via associated Sarmady products and services . Acquired by Vodafone Egypt in 2008, Sarmady became Vodafone's digital arm and is able to utilize Vodafone's depth of customer insight, reach and targeting.

Take your marketing into the mobile world Whether you’re looking to acquire new customers or deepen the relationship with existing ones, nothing connects like a mobile marketing campaign. It’s about taking your campaigns into exciting territory. Because the mobile phone has become more than just a voice and a text device – with the mobile internet and other developments it’s a whole new way of communicating. It’s personal, always on, always with you and it comes with an integrated response mechanism.

Mobile Internet Mobile Advertising Channels

Mobile Internet marketing offers the creative scope of the internet with the extra dimension of mobility to reach your target market any time, anywhere. The creative possibilities are compelling and customers can interact with your brand in many ways; from downloading content, competition entries to data gathering. These opportunities give customers a rewarding experience, drive sales and build deeper relationships by steering them to a mobile site that brings your brand to life. Drive engagement and usage by rewarding customers with free content for participating in a campaign. Integrate the creative theme with your message or banner media to create a seamless experience.

Sarmady Mobile Network

News Aggregator

Akhbarak.net is the most popular Egyptian news aggregator,

founded in 2003.

Sports

FilGoal.com is the most credible source for football and sports

news in Egypt.

Automotive

ContactCars.com is the number one automotive site in Egypt

and in the Middle East region.

Entertainment

FilFan.com is the leading Arabic language entertainment news

portal in the Arab Region.

FilGoal.com

Mobile Advertising Channels

Mobile marketing with FilGoal.com

FilGoal.com is the most credible source for football and sports news in Egypt. Category: Sports Launched in 2001, FilGoal.com has lots of years of experience and it became the most trusted reference for sport news in Egypt.

Audience Users spend more than 4 minutes on site per each visit.

Around 80% of the users visited the site more than 2 times a month, which suggests that the site content is engaging enough for visitors to come back.

FilGoal.com is strongly popular amongst male users

between 16 and 36 years old.

Competitive Edge • Because of its credibility, its user friendly attractive design, and its speed to publish news, FilGoal.com is visited by millions of users per month, making it the biggest sports publication in Egypt, above and beyond any newspaper, magazine or TV show. • With 11 years of experience, FilGoal.com became the most trusted reference for sport news in Egypt

4.5 million Visits

17 million Page Views

850K Unique Users

Mobile Traffic

Info sources: Google Analytics

Audience Type and Site Statistics | MENA

Info sources: effective measure

Key facts • Around 850,000 unique users per month on the mobile site. • 10,000 monthly active users on the FilGoal iPhone application. • 310,000 monthly active install devices on the FilGoal Android application

How does it work?

• Your banner is integrated into FilGoal.com mobile site and application by our dynamic ad server DFP for Publisher

Targeting Options

• Geography, Device (Manufacturer) and Operating system Different ad types work to maximize and measure ad program effectiveness:

• Rich Media banners can be very creative and engaging so that the advertiser achieves their particular goals.

Your banner

Your banner will appear in this space

FilGoal.com

Mobile Advertising Channels

Akhbarak.net

Mobile Advertising Channels

Mobile marketing with Akhbarak.net Akhbarak.net is the most popular Egyptian news aggregator, founded 2003. Millions of users rely on Akhbarak.net for their daily news from all sources. Category: News Aggregator

Audience Users spend more almost 8 minutes on site per each visit.

Around 80% of the users visited the site more than 2 times which suggests that the site is engaging enough for visitors to come back.

Akhbarak.net is strongly popular between males from 21 to 50 years old.

Competitive Edge •Present on all platforms, WEB, WAP, and Soon on iPhone & Android apps • Social media popularity with over 328,000 Facebook fans and 25,000 Twitter followers • Alexa #10 Most Visited Website in EG and the 2nd news website. • News aggregation for Egypt where you can see the updated News from 20 Minutes, an hour, 4 hours,…etc

3 million Visits

8 million Page Views

One Million Unique Users

Mobile Traffic

Audience Type and Site Statistics | MENA

Info sources: effective measure

Key facts

• Around One million unique users per month on the mobile site. How does it work?

• Your banner is integrated into Akhbarak.net mobile site by our dynamic ad server DFP for Publisher

Targeting Options

• Geography, Device (Manufacturer) and Operating system

Different ad types work to maximize and measure ad program effectiveness:

• Rich Media banners can be very creative and engaging so that the advertiser achieves their particular goals.

Your banner

Your banner will appear in this space

Akhbarak.net

Mobile Advertising Channels

Contactcars.com Mobile Advertising Channels

Mobile marketing with ContactCars.com ContactCars.com is the number one automotive site in Egypt and in the Middle East region. Category: Automotive

Competitive Edge • Number 1 automotive website based on traffic and content. • The total number of visits on ContactCars.com surpasses the total number of visits for the next 20 websites , combined. • ContactCars.com database boasts 300% more posted cars than its closest competitor. • It is the only site that offers online insurance and an installment calculator.

Users’ Behavior Users spend up to 14 min on site per each visit.

More than 75% of the users visited the site more than 2 times a month, which suggests that the site content is engaging enough for visitors to come back and to spend so much time on site.

Bounce Rate: 26% which means that 74% of the

users spend at least 1 minute on site at their first visit.

450 K

Visits

5 million Page Views

140K Unique Users

Mobile Traffic

Audience Type and Site Statistics | MENA

Info sources: effective measure

Key facts

• Around 140,000 unique users per month on the mobile site. • 70,000 active users on iPhone app • 1,000 active users on BlackBerry app

How does it work?

• Your banner is integrated into FilGoal.com mobile site and application by our dynamic ad server DFP for Publisher

Targeting Options

• Geography, Device (Manufacturer) and Operating system Different ad types work to maximize and measure ad program effectiveness:

• Rich Media banners can be very creative and engaging so that the advertiser achieves their particular goals.

Contactcars.com Mobile Advertising Channels

iPhone application

Your banner

BlackBerry application

Your banner

mobile site

Your banner

Your banner will appear in this space

FilFan.com Mobile Advertising Channels

Mobile marketing with FilFan.com FilFan.com is the leading Arabic-language entertainment portal in the Arab region Category: Entertainment

Audience Users spend up to 3 min on site per each visit. More than 70% of the users visited the site more than 2 times a month, which suggests that the site content is engaging enough for visitors to come back.

FilFan.com is strongly popular amongst both male and female users, which are part of mainly two age groups: between 18 and 24 years old and between 25 and 34. Visitors of FilFan.com are active on the social media scene and FilFan.com acts like a source of stories, polls, and media content that they would like to share over Facebook and Twitter.

Competitive Edge

Dedicated to the entertainment sector, FilFan.com is the only place to find exclusive interviews and up to date news about the industry across the region. FilFan.com has credible and original content in Music, Cinema and TV industries.

120K

Visits

1.3 million Page Views

120K Unique Users

Mobile Traffic

Audience Type and Site Statistics | MENA

Info sources: effective measure

Key facts

• Around 50,000 unique users per month on the mobile site. Targeting Options

• Geography, Device (Manufacturer) and Operating system How does it work?

• Your banner is integrated into FilFan.com mobile site by our dynamic ad server DFP for Publisher.

Different ad types work to maximize and measure ad program effectiveness:

• Rich Media banners can be very creative and engaging so that the advertiser achieves their particular goals.

Your banner

Your banner will appear in this space

FilFan.com Mobile Advertising Channels

Mobile Internet: branded mobile site Mobile Advertising Channels

Engage your fans with a mobile-friendly, branded website powered by Sarmady! Features & Benefits

Example of a branded mobile site

for MIVIDA – Real Estate

With more and more people consuming content away from their desktops; you'll want to ensure your brand's

messages are accessible on mobile devices.

Our team develops eye-catching Web pages specifically designed to be read on a diverse array of mobile

platforms. Even if you already have a mobile Web site, our team can enhance functionality and optimize design

to ensure your messages stand out.

People are now increasingly browsing the web using their mobile phones. Have a mobile site created to

compliment your web site or to provide localized information. Provide consumers with mobile content to

download and use forms to accept consumer data and input.

As people are on the go, they are consistently staying connected using their portable devices. A Mobile Web Site

or Application will give people the extra hook into your brand that will provide awareness, recall, and loyalty.

Sarmady will work with you to design and develop your mobile web site from the requirements stage to

implementation. We will also provide you with hosting and support based on your specific technical needs and

terms.

Have a mobile site for your advertising campaign!

Your brand in their hands!

Mobile Internet: branded site Mobile Advertising Channels

MOBILE APP vs. MOBILE SITE

Sarmady’s branded mobile app and mobile site are different products with separate pricing.

The MOBILE APP is a downloadable piece of software that can take advantage of the computing power of a native platform (e.g. iPhone) to deliver a rich user experience. Some applications can be used without an Internet connection at all times. Mobile apps can be free or paid for users to download.

The MOBILE SITE is a mobile-friendly website (e.g. mujaz.me) designed for fast and easy navigation on any mobile device with a web browser and data connection. Mobile web browsers do not currently have the ability to support rich multi-media features. Mobile sites are always free for users to access.

Mobile Applications Mobile Advertising Channels

Branded applications for iPhone, Nokia and Blackberry

by Sarmady

Measurements of Success:

• Impressions: the number of times the ad was viewed.

• CTR (Click Through Rate): the percentage obtained dividing the number of clicks by the number of impressions.

The CTR is usually influenced by the existing awareness of the brand, by the banner’s message, offer, creative and placement, and by the timing of the campaign (whether it is related to any holiday or special event).

• Video Plays: the number of times a video-ad was played.

• Submissions/ Registrations: the numbers of people that registered or submitted their information in a data-capture banner.

• Game Plays: the number of times a game was played.

Performance Analysis, Optimization and Reporting: Our team constantly analyzes the performance of the campaign and optimizes the results. At the end of the campaign, we release a report that includes all the results and tips for the way-forward.

Performance Analysis, Optimization and Reporting

Case Studies El Dostour Journal

Campaign Goals • Generate awareness in Egypt around the El Dostour Journal

Campaign Duration

• 5 days • April 2010

Tactics

• 10 million PCM (Please Call Me) messages targeted by: o Social Class: B, C, D o Location: All over Egypt, including rural areas

• 500,000 SMS messages targeted by: o Location: Suez Canal, Upper Egypt, Delta, Cairo, Giza

Results • 21% increase in the number of sales of the journal

Case Studies National Bank of Egypt

Campaign Goals • Drive traffic to NBE call center to learn more about NBE FIFA VISA package

Campaign Duration

• 10 days • March 2010

Tactics

•Targeted SMS campaign by: o Social Class: A and B o Location: Cairo, Alexandria, Upper Egypt o Tariff: corporate lines

•SMS volume: o More than 900,000 delivered to target audience

Results

" NBE tried various media channels to cover our NBE FIFA VISA campaign from TV, press, radio and digital including online and mobile marketing, and it has proved by results that the targeted SMS campaign we did with Sarmady was the most efficient media channel. Mobile activations work really well specially when you have a specific target audience and when you are calling them to take an action which in our case was calling the call center. Our online campaign on relevant online channels directing users to NBEtrophycard.com website helped a lot in gathering hundreds of potential applicants for NBE VISA cards." Karim Shehata Marketing Director, National Bank of Egypt

Case Studies InterContinental City Stars

Campaign Goals Announce the Jazz brunch in open air during Eid El Fitr at Al Bustan restaurant Generating awareness and getting reservations through a phone number

Tactics

MMS shots with a click to call-action; Target A class people in Cairo;

Results

7,500 MMS delivered; Reservation target achieved;

Case Studies Mivida

Campaign Goals • Awareness around the new living area created by Mivida and offers of the packages to attract buyers Campaign Duration • 2 days • April 2010 Tactics • Targeted SMS campaign by:

oSocial Class: A oLocation: Cairo

• SMS volume: oMore than 100,000 delivered to target audience

• Mobile site - www.emaar-eg.mobi - containing: oInformation about Mivida oRegistration page

Results • 933 Unique Visitors • Click Through Rate: 0.93% (% of clicks from the total SMS delivered) • Registration conversion rate: 42.2% (% of registrations from the unique visitors)

Rate Card and Technical Specifications

For more information on the services you're interested in, rates and banner specifications, please contact us.

Our sales team is here to answer your questions and help your brand become part of the digital marketing revolution.

sales@sarmady.net