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AdReaction - Ghana

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Microsoft PowerPoint - AdReaction - Ghana.pptx

AdReaction Africa

Providingmarketerswithmobileinsightsandaroadmapfornavigatingthemobilelandscape.

Alltosupportbrandgrowth.

Marketing in the Mobile World

Conducted in 18 countries around the world last year including three countries in Africa for the 1st time.

2

MEXICO

U.S.CANADA*

BRAZIL*

INDIA THAILAND**KENYA

NIGERIASOUTH AFRICA

CHINAKOREA**

INDONESIA**

FRANCE*GERMANY

ITALY

SPAINTURKEY

UK*

*Quantitative only; **Qualitative only

Key FindingsAT A G LANCE

3

Mobile devices are increasingly central to our lives, so there is

huge opportunity for growth in mobile communications

1. However, while most consumers will tolerate mobile marketing, and

attitudes are more positive in Africa than rest of world, few consumers

are favorable toward it

2.

Mobile is highly effective at brand building and also very

flexible - it can play a number of diverse roles in

the media mix

3. The industry can improve attitudes toward mobile

marketing by demonstrating greater respect for the

platform and the audience

4. Marketers can use mobile websites, apps and ads

to grow brands IF simple best practice rules are

applied more conscientiously

5.

Opportunity Toleration

Effective RESPECT Best Practice

4the huge OPPORTUNITY

MOBILEUSAGEontherise

Mobile web is on the move

*Source: Morgan Stanley Research; **Source: Informa WCIS; ***Source: StatCounter Global Stats, 9/12;****Source: Informa; *****Source: We are social5

1.5 BILLION

smartphones and tablets will be installed globally by now (mid 2013) overtaking laptops and PCs*

37% GROWTH

in the number of global 3G subscribers in the past year**

13% OF WEB

traffic comes via mobile more than double last year; Mobile traffic share already over 50% in India*** and 65% in Africa!

0.8 BILLION

mobile internet users in Asia at end of 2012****; same number of mobile subscribers in Africa*****.

Some key African statistics:

Data supplied by www.inmobi.com, Praeklet and head of Mobile at Google South Africa:Brett St Clair and On Device Research.

6

100 BILLION100 BILLION Mobile Advertising Impressions are served across Africa annually55% OF PEOPLE ACCESS THE INTERNET VIA MOBILE PHONES IN GHANA, THIS IS 70% IN EGYPT, 50% IN NIGERIA, 54% IN KENYA AND 57% IN SOUTH AFRICA

SMART PHONES ARE OUTSELLING COMPUTERS 4 TO 1

LOCATION BASED ADVERTISING IS SET TO GROW AS 2 OUT OF 3 SEARCH QUERIES HAVE A LOCATION BASED ELEMENT

TOTAL AFRICAN MONEY TRANSFER IS EXPECTED TO REACH USD200BILLION IN 2015 AND ACCOUNT FOR 18% OF THE CONTINENTS GDP.

Mobile devices are indispensable efficiency tools, especially so in Nigeria. They are key personal and business tools.

Sample: smartphone AFRICA and global averages7

Please indicate how strongly you agree or disagree with the following statements about your mobile device:

38%

62%

78%

33%

24%

15%

Strongly Agree Somewhat Agree

My mobile device is my primary tool for organizing my personal

life

My mobile device is indispensable because Im always on the go

Having a mobile device makes me more efficient +28

Nigeria Vs Global

+27

+21

Mobile devices act as central hubs in our lives; Nigeria users spend more time social networking & on mail than making calls.

8

Social Networking

19%

Web or email22%

Calls16%

Texts12%

Apps10%

Music14%

Radio3%

Games3%

Video2%

Apps19%

(+6)

(+8)

(-1)

(0)

(-3)

(-2)

(+3) (-7)

Share of Smartphone time spent in Nigeria (vs Global average)

Opportunities at multiple touch points

Calling is just one component of usage

Social networking / Web fertile ground

Apps not a great deal of relevant local activity for consumers in Nigeria

Music, video, games - lower than global -Possible infrastructure issues

(-6)

*Based on 30 Hours + Mobile Phone weekly Average usage

ARE BRANDSWELCOME

ATTITUDEStowardmobile

marketingformats

inthisintimatespace?

9

Most users will tolerate mobile ads; some more actively embrace them.

Sample: smartphone SA and global averages10

Please indicate how strongly you agree or disagree with the following statements about your mobile device:

15%

24%

20%

37%

24%

26%

26%

29%

25%

17%

23%

19%

Strongly Agree Somewhat Agree Neither Agree Nor Disagree

I enjoy playing Advergames (games that incorporate ads/brands)

I'm happy to share my location to get more relevant services and offers

I'm happy to see ads in my apps as long as the apps are free

I'm happy to see ads on mobile websites as long as the websites

are free to access+24

+8

+10

+12

Nigeria Vs Global

Mobile ads are viewed more positively in Africa and India; attitudes to ads on tablets are generally also more favorable.

Sample: smartphone users

11

How would you characterize your attitude towards advertising on mobile phones/ tablets?

1111

121313

1417

1919

2223

3043

4848

2342

CanadaUS

SpainFrance

GermanyUK

TurkeyItaly

MexicoChina

BrazilSouth Africa

IndiaNigeria

Kenya

Global AverageAfrica Average

VERY/SOMEWHAT FAVORABLE, %

Sample: tablet users

916

1822

2825

2826

1930

2935

5139

55

2943

Sample: smartphone and/or tablet users, AMAP and global averages

How would you characterize your attitude towards advertising on.?

12

22%34%

35%40%

45%45%

47%47%

48%50%50%

51%56%

58%62%

65%66%

67%67%

70%72%

Non-opt-in email adsOnline music players

Local dealsGames

Websites/MicrositesDirect mail

Opt-in email adsOnline ads with video

Mobile adsTelemarketing

Online search adsProduct placement

Social media adsCinema ads

Online display adsTV ads

Radio adsMagazine ads

Newspaper adsBillboard ads

Social media news feeds

VERY/SOMEWHAT FAVORABLE, %Non-Digital Digital

+30

Nigeria Vs Global

However attitudes toward mobile ads (and digital in general) are less favorable than other media

+22+20+17+15+14+26+17+23+13

+11+22

+19+25

+2+13

+9+15

+9

+4+11

515

25

35

45

55

40 50 60 70 80 90 100

Whats driving advert favourability?

Sample: smartphone users13

Mobile ad favorability vs. device importance

M

o

b

i

l

e

A

d

F

a

v

o

r

a

b

i

l

i

t

y

Having a mobile device makes me more efficient

BRAZIL

GERMANY FRANCE

CANADA

UK

US

MEXICOITALY

CHINA

TURKEY

SPAIN

INDIA

NIGERIA KENYA

SOUTH AFRICA

Great favorability in markets where users agree:-

mobile = a more efficient life

Opportunity for products & services that seek efficiency as part of their proposition e.g. Mobile Money, Mobile banking, Paying bill etc.e-commerce .

Firefly Insights: Mobile ads can be associated with many positive archetypes...

COMPANION

Offers information in different ways like a

solution provider

MEDIATOR

I can compare prices, features and brands,

before deciding on what to buy

SERVANT

All my questions about the brand/product are

answered directly

HERO

Offers help when Imin need

14

BULLY

I hate it when ads interfere with my online

activity, asking me to click something that is

unclear

THIEF

It steals the little space I have on my screen

VAMPIRE

It enters your space, as if it were going to harm

your phone

REBEL

It's rebellious, it interrupts me while I

play or work

BUT if it invades clumsily, negative associations can prevail

Users have high expectations for mobile

15

And audiences can be receptive to mobile when its done right.

Mobile will offer an exchange of

tangible value

3Mobile

will know who I am

21Mobile

will becompetent

16

AND CAN PLAY MANY ROLES

MOBILEi s

FLEXIBLE

IN THE MEDIA MIX

17

Mobile ads have a greater impact on all brand metrics than online ads

18Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525

respondents; Dynamic Logics AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181 campaigns, n=127,191 respondents.

To an even greater extent in the relatively uncluttered African environment

19Source: Dynamic Logic Market

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