winning the 5” screen with

what's the unique digital identity for consumers in developing market?

the mobile number

 we have...

2 billion of them
say Hello! to truecaller
the world’s largest phone directory

+50M DAU (+100 MAU)

+2 Billion searchable numbers
45 langages
$80M funding

CONFIDENTIAL
नम ते India!
30M DAU/ 50M MAU
delivering reach

150K
new users added everyday

150M+ 3 in 4
installs of smartphone users use it

40% Non-Metro
smartphone data users

43% Women
more women than men in 24-35!

CONFIDENTIAL 6
truecaller app: used by 3 in 4 mobile users

Product Features

Caller ID

Spam Blocking

Search

CONFIDENTIAL
 truecaller feature visualization [Caller ID]
Identifying numbers as you type Caller ID on unknown numbers After call screen for unknown nos

CONFIDENTIAL
 truecaller feature visualization [Spam Alert]
Identifying spam in call history Caller ID on spam callers After call screen for spam callers

CONFIDENTIAL
truecaller feature visualization [Search Directory]
T9 search Search by name or number Matches found in Truecaller

10

CONFIDENTIAL
 unique opportunities

Mobile Mobile Branded

Roadblocks Numbers Calls
[100% SOV solutions] [custom audiences] [custom brand solution]

* all campaigns will be run through DBM only

* all numbers are basis past deliveries, they are indicative and not guaranteed performances
 opportunity 1: truecaller roadblock

own truecaller for a day

● 100% SOV on the app which has a 30MDAU

● high performance solution, to get users to your website/app download page
● 100M+ impressions/day, 200K+ clicks/day
● cost: $50,000
○ sunday special: 50% off
● display ads & native ad formats
brand presence across all screens
After Call Screen Call History Detail View Search History

ALL impressions on truecaller

100M+ impressions/day, 200K+ clicks/day U$50,000
sunday special : 50% off

CONFIDENTIAL
Includes 4% DBM Fees. EXCLUDES statutory taxes, agency
commissions. These if any are over and above this
case study: Airtel truecaller roadblock

140.7 Mn Impressions in 2 days

● Weekday
75 Mn Impressions
439K clicks

● Sunday
65.7 Mn Impressions
277K clicks

CONFIDENTIAL 14
*MOW- Wednesday, middle of week
 opportunity 2: brand roadblock

the ‘front page’ of India’s mobile phone directory

● 100% SOV on the high visibility ‘After Call’ screen format

● high Impact solution, delivering massive single day visibility for the brand/ promotion
● 70M+ impressions/day, 80K+ clicks/day
● cost: $20,000
○ sunday special: 50% off
● option to flight multiple creatives by day part to enhance context
● Android only
example brand roadblocks

most visible impressions

U$20,000
70M+ impressions/day, 80K+ clicks/day
CONFIDENTIAL
Includes 4% DBM Fees. EXCLUDES statutory taxes, agency
16
commissions. These if any are over and above this
 case study: Walnut brand roadblock

30K installs in a day!

● 57M Impressions
● 280K Clicks
● 0.5% CTR
● INR 40 *CPI (estimated)

CONFIDENTIAL 17
*Estimated
multiple creative possibility: Nestle brand roadblock

06AM to 10AM 10AM to 03PM 03PM to 07PM 07PM to 10PM Caller ID on

Maggi Nestle Dairy all calls
Nescafe Kitkat

CONFIDENTIAL 18
mobile number targeting: custom audience
 opportunity 3: mobile number targeting [custom audiences]

finally reach your offline consumers, online!

● build a custom audience to target based your mobile database

● leverage the opportunity to showcase your latest brand offering & drive action
● expect over a 40% match rate, with the massive truecaller database
● use the mobile database collected from BTL activities, call-centers, promotions, etc
● U$4 CPM, 0.4% CTR
● minimum mobile database to build a list is 5 Lakh
● native ad formats
mobile number targeting
Call History Detail View Search History

upload your mobile database, showcase your brands offering, drive action
min list size : 5,00,000
U$4 CPM, 0.4% CTR approx match rate: 40%

CONFIDENTIAL
Includes DBM Fees. EXCLUDES statutory taxes, agency 21
commissions. These if any are over and above this
 opportunity 4: build a new mobile audience

build a new mobile audience, with action signals

● upload a target number list, we will build an audience of callers to those numbers,
eg car dealers, dentists, pizza order callline
● never before opportunity to intercept an intending user and gain relevant brand
saliency
● U$6 CPM, 0.4% CTR
● U$1K setup fee, and minimum 3 months campaign
● native ad formats
Mobile Number Building(!)
Call History Detail View Search History

upload your target telephone numbers, we will build your mobile database for you
+U$1K setup,
U$6 CPM, 0.4% CTR preference to 3 months duration

CONFIDENTIAL
Includes 4% DBM Fees. EXCLUDES statutory taxes, agency
23
commissions. These if any are over and above this
basic targeting options
 opportunity 5: basic targeting

● target the widest smartphone base, using any of the following targeting:
○ gender
○ location
○ mobile service provider
○ device model number
○ day part targeting (Time of Day)
○ country
○ OS & OS version
○ pre-templated audience packs (doctors, dentists, car dealers, etc)
● U$3 CPM, 0.4% CTR
● minimum campaign size $5000
● native ad formats
basic targeting
Call History Detail View Search History

target the widest base of smartphone users, in many different ways

min campaign size
U$3 CPM, 0.4% CTR U$5000

CONFIDENTIAL
Includes DBM Fees. EXCLUDES statutory taxes, agency 26
commissions. These if any are over and above this
branded calls
 opportunity 6: branded calls

unique way of reaching out to your customers

● your celebrity or mascot can call your target audience

● branded call screen and delivery of a recorded message,
● can also drive participation into contests/ promotions through IVR
● drive strong brand connect with celebrity
● U$30000 (+setup cost)
○ upto 3M callouts in a day
○ full brand roadblock for that day free (worth $20K)
○ over 30% call acceptance rate
○ average Rs 0.7 per answered call
branded caller profile

Celeb & Voice

call your users and deliver a visual & voice message

U$30,000
3M+ call outs/1 days, Rs.0.7 per answered call +setup

CONFIDENTIAL
Includes DBM Fees. EXCLUDES statutory
* direct taxes,
truecaller agency 29
support
commissions. These if any are over and above this
case study: Loréal branded calls, Aishwarya Calling

Impact

• 4MM calls
After Call Screen Details View Page • 18% contest participation thru IVR

CONFIDENTIAL 30
 CALL YOUR GOOGLE
ACCOUNT MANAGER TO
GET STARTED!
appendix
ads specs
After call screen banner In-app native ads
• 320x100 & 320x50 banner (png, jpg, gif) • Icon (max 100x100 px png, jpg, or gif)
• Click/tracking URL • Title (max 25 characters)
• Hex code (color for after call theme only) • Text (max 60 characters)
• 20KB • Click-to-action text (i.e. Install)
• Click/tracking URL5

Click-to-action
text
Icon Title Text

CONFIDENTIAL 33