PhonePe

Partner
Growth
Solutions
India’s Unparalleled Massive High User
User Reach Platform Scale Engagement
leading
250+Mn 250+Bn 90+Mn
payments Registered App Opens / Month User Hours / Month

20+ Avg
platform 100 Mn
Monthly Active
15+Bn
Monthly Active Interactions /
User / Month

User Preference Unparalleled

and Trust User Reach
Money Transfers , Recharges
925+Mn & Bill Payments Merchant
Monthly Transactions Payments, PhonePe Switch,
Financial Services
1,60,000 Cr.
Monthly
Transaction Value

2
Vast reach to a digitally active India..
Demographic Spread

18+

Every

6th 25% 90%+

Metro & 18-55 Age
Indian
Tier 1 Range

25% 75% 150Mn >10 Mn Users / State

Smartphone Tier 2 & Bank Accounts <10 Mn Users / State
users in India Tier 3 Linked

3
Access to a wide range of spending habits …
Income Segments PhonePe’s SOW* Payment Preferences

18 Mn 55 Mn 150 Mn
Middle Income Users with High & UPI Linked
Households Ultra High SOW Bank Accounts

20 Mn 45 Mn 60+ Mn
High Income Users with Saved Cards
Households Medium SOW

Category Preferences (samples)

150+ Mn 4+ Mn 150 Mn
Monthly Recharges & Monthly Active Monthly Transactions
Bill Payments Merchants at Merchants

4
* SOW: Share of Wallet
… & the most comprehensive affinity signals

Audience Match Affinity Signal Ideal for*

E-Commerce
70 Mn Shopping

Digital Consumers/
75 Mn Video Streaming

Food Affinity –
30 Mn Online & Offline

Online Grocery & Home

25 Mn Needs, Supermarkets,
Kirana Shops

* Sample brands for representation purposes only

5
PhonePe Merchant Landscape Glimpse
E-Commerce, Lifestyle/
Electronics, Travel & OMC
Entertainment Grocery Pharmacy Food
& Travel Entertainment Commute
The PhonePe Advantage

Omni-Channel PhonePe as a Differentiated

Experience Growth Partner Offering

7
… & the most comprehensive affinity signals

Audience Match Affinity Signal Ideal for*

E-Commerce
>70% Shopping

Digital Consumers/
>75% Video Streaming

Food Affinity –
30 Mn Online & Offline

Online Grocery & Home

25 Mn Needs, Supermarkets,
Kirana Shops

* Sample brands for representation purposes only

8
PhonePe – Growth Properties

PhonePe Platform Properties

100+ Mn
Monthly Active Users Awareness
Media
15+ Bn Placement
Page Views Per Month
Consideration
750+ Mn
Monthly Transactions
Scratch
Cards
Comprehensive Conversion
Targeting Signals

9
Banner Assets

Banner Assets On PhonePe

● Clickable form factors
● Click based redirection supported
● Click to rich content landing page
supported
● 100% viewable impressions only
charged
● Clean & native form factors

10
Video Banners & Video Player

Video Banner Assets On

PhonePe
● Clickable form factors
● Click leads to video pop up on
screen for an
immersive storytelling experience
● Click based CTA & redirection
supported

11
Survey Cards

Survey Cards
● Banners can also be repurposed as tools
for surveys / simple brand lift studies on
PhonePe
● A click can lead to a simple survey form
with 1 or 2 questions enabled with multiple
choice options for users to
pick from
● These can be run pre-post campaigns

12
Scratch Cards
(1 / 2)
“Rewards” distributed to customers at
the end of any transaction / action on
PhonePe
● Excellent for performance objectives
● Persistent presence in the rewards section
● 3X Impressions Per Coupon
● Heavy intent & customer engagement
driven by presenting scratch card in post
transaction path of customer
●

13
Scratch Cards
(2 / 2)
Scratch Cards & Coupons Distribution Product
Built to deliver superior conversion

Features
● Buy Now feature supports redirection URLs to your app /
website
● Coupon Copy feature to minimize user friction
● Gift Now feature enables gifting of coupon to other
PhonePe users
● 2 automated Push Notifications on every campaign
● Geo & Other Targeting Available

14
Asset – Placement Scale
Impressions**
# Placement Asset Type CTR Range Buying Type
(per day)
1 Homepage Masthead - Impact Asset* Banner 85 - 95 Mn 0.5% - 2% Fixed Price

2 Rewards Page Banner 8 - 9 Mn 0.75% - 1.5% CPM

3 Mobile Recharge Page Banner 7 - 8 Mn 0.75% - 2% CPM

4 DTH Page Banner ~ 1 Mn 0.6% - 1.25% CPM

5 Credit Card Bill Page Banner ~ 0.3 Mn 0.6% - 1.5% CPM

6 Check Balance Page Banner 10 - 15 Mn 0.5% - 1% CPM

7 My Money Page Banner ~ 8 Mn 0.5% - 1% CPM

Scale:
Gamified unit
8 Scratch Cards 0.5 Mn - 25 Mn / Day 10% - 20% CTA Per Coupon Code
with coupon
(as per requirements)
codes

The assets placements are subject to availability for a specific time duration
All Banner assets on PhonePe support both static banners and static banners with video pop ups
* PhonePe’s Homepage Masthead Impact Asset is only available after 8th November 2020 (Sold out until then) Confidential
15
** Impression Estimate is as on October 2020
Targeting Options
# Type Targeting Criteria Supported Base Size (% of User Base)

1 Demographic Metro & Tier 1 / 2 / 3 22 Mn Metro & Tier 1 63 Mn Tier 2 & Tier 3

2 Demographic State & City Level Available on request

3 Demographic Income 80 Mn Middle Income Households

20 Mn High Income Households

5 Profile Signal Card Holders - Debit & Credit Available on request

Mobile Handset (By price)
6 Profile Signals Prepaid vs Postpaid Available on request

7 Category Affinity Food Affinity 30+ Mn Users

8 Category Affinity e-Commerce / Online Shopping 55+ Mn Users

9 Affinity Signals OTT / Content Streaming 50+ Mn Users

Online Grocery & Home Needs, Supermarkets,
10 Category Affinity Kirana Shops, Household Decision Makers 25+ Mn Users

Confidential
16
OTHER CUSTOM COHORTS ALSO SUPPORTED BASED ON YOUR BRAND’s REQUIREMENTS
Case Studies
Campaign Snapshots

KFC
Starbucks KFC Hotstar
Homepage Masthead
Credit Card Bill Payment Page Homepage Masthead
2% CTR
Recharge Page
1.98% CTR 2% CTR 1.6% - 2.8% CTR

18
Here’s some proof of success across various industries

Airtel AMEX Grofers Hotstar

● Targeting own ● Brand placement & ● Amplifying mega ● Hotstar’s Launch

customers application form to sale event to deal Promotions Super 30
to up-sell recharge premium audience seeking audience movie launch
plans ● Credit Card Page ● Offers Page ● DTH Page
● Recharge Page 5+ Mn Impressions 5+ Mn Impressions ~1 Mn Impressions
~50 Mn Impressions 1.08% CTR 1.98% CTR 1.64% CTR
1.38% CTR

19
Here’s some proof of success
across various industries

Clothing Clients
Discovery Food Delivery Clients Flipkart
Levi’s, Puma etc

Objective Driving Subscriptions New User Acquisition & Transaction Growth Drive sales for
Dormant Reactivation key category

Traffic
8% - 10% 12% - 14% 9% - 11% 8% - 20%
(CTA Click)

End Conversion
~0.5% 0.8% - 2.5% 0.8%-1% 0.5% - 2.5%
(Brand Reported)

20
Note
This “PhonePe Media Deck” presentation is solely for the purpose of providing you with relevant information about
PhonePe, its brand positioning and its media properties for marketing discussions and engagement. Circulation or
copying of the content for any purpose is prohibited. Please seek express written consent of PhonePe Private
Limited if any content needs to be sent to any third party(ies).

This creative ideation may include copyrighted and/or protected trademarks, the usage of which is under the
doctrine of fair use. The copyright or other similar rights rest with their respective holders and PhonePe does not
exert any right on the same.

The information, statistics, data and analysis contained herein have been developed using proprietary methods
and there is reliance on market/media reports and public information. It is provided for informational purposes
and PhonePe does not warrant it to be complete, accurate or up to date.

21
Thank You