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Mobile advertising through the consumers’ lens
A R E W E G E T T I N G T H E M O S T O U T O F I T ?B Y A D R I A N A S O U S A
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Assumed low reach
Fear of invading personal space of consumers
Lack of understanding of how to make the most of the mobile space
Understanding how mobile works as part of the wider media mix
Low awareness of mobile ad effectiveness research
Limited research budget available for more experimental/new advertising platforms
Research took place in 18 countries around the world
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MEXICO
CANADA, US
BRAZIL
INDIA, THAILAND
KENYA, NIGERIASOUTH AFRICA
FRANCE, GERMANY, ITALY, SPAIN, TURKEY, UK
CHINA, KOREA,
INDONESIA
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T H E H U G E OPPORTUNITY
MOBILE USAGE ON THE RISE
1.5 BILLION
Smartphones and tablets installed. Mobile users will exceed desktop users by 2014*
13% OF WEB
Traffic comes via mobiles (this more than doubled globally in the past year)
*Source: Katy Huberty, Ehud Gelblum, Morgan Stanley Research; ** Source: Informa WCIs / GSMA
37% GROWTH
In the number of global 3G subscribers in the past year**
*Source: emarketer6
JUST 1% OF SPEND
Globally is committed to mobile marketing*
3x BY2015
Mobile ad spend predicted to grow from $6.4bn in 2012 to $18.6bn in 2015
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SHARE OF MOBILE IMPRESSIONS BY REGION
Broadband predicted to grow 50%
Mobile data traffic per capita will increase from 22 MG per month to 850 MB
Mobile ad spend from $3.62bn to $6.69bn* (84% growth)
Latin AmericaPredictions for 2015
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MOBILE
and it is
RELEVANT at consumers’ agenda
plays an important role
In a typical week, how many hours do you spend….
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Sample: smartphone usersSample: tablet users
Share of smartphone time spent
Video7%
Music17%
Social Networking
14%
Talking13%
Texting13%
Web or email14%
Apps13%
Games9%
Share of tablet time spent
Video13%
Music12%
Social Networking
19%
Web or email23%
Apps20%
Games13%
Differences against global results
Sample: smartphone and/or tablet users, Latin America, Global average10
People love their mobile devices and they are indispensable efficiency tools
My primary tool for organizing my work life
My primary tool for organizing my household
My primary tool for organizing my personal life
Makes me more efficient
Indispensable because I’m always on the go
Global
65%
50%
34%
63%
54%
48%
40%
33%
59%
45%
Latin America
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A R E B R A N D SWELCOME
ATTITUDEStowards mobile
marketing formats
in this intimate space?
Almost ¼ of Latin American consumers are favourable to mobile advertising
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CanadaUS
SpainFrance
GermanyUK
TurkeyItaly
MexicoChinaBrazil
South AfricaIndia
NigeriaKenya
Global Average
111112131314
171919
2223
3043
4848
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VERY/ SOMEWHAT favorable,%
Sample: tablet usersSample: smartphone users
9
16
18
22
28
25
28
26
19
30
29
35
51
39
55
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Sample: smartphone or tablet users, Latin America data Strongly/somewhat agree13
38%Are happy to see ads in apps, as long as the apps are free
37%Are happy to see ads on mobile websites, as long as the content is free
30%Are happy to share their location to get more relevant services and offers
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AND CAN PLAY MANY ROLES
MOBILEI S
FLEXIBLE
IN THE COMMUNICATIONS
MIX
Source: Dynamic Logic MarketNorms for Online, last 3 years Latin America norm; AdIndex for Mobile Norms. Delta (Δ)=Exposed-Control15
Mobile Online
Aided BrandAwareness
BrandFavorability
PurchaseIntent
+5.9
+19.9
+12.1
AdAwareness
MessageAssociation
+0.7
+4.3
+2.5
+3.9
+4.7
+1.7
+1.8
OnlineMobile
Mobile advertising can deliver higher results in the short-mid terms
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16
16
17
18
19
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38
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Which of the following actions have you taken as a result of seeing a mobile ad?
Sample: smartphone and/or tablet users, Latin America data, Global averages16
Visited the brand website
Searched for the brand
Looked for brand in a store
Clicked/Interacted with ad
Recommended it
Searched for more ads
Visited a site for similar brand
Downloaded brand's app
Purchased the brand
Global Average
33%
31%
19%
22%
15%
13%
16%
15%
14%
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MOBILE APPS AND
DISPLAY ADS
MARKETINGBEST
PRACTICES
F O R
Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011Overall Mobile N=165 campaigns, n=125,471 respondents. Delta (Δ)=Exposed-Control18
Percent Impacted: Delta (Δ)
Aided BrandAwareness
BrandFavorability
PurchaseIntent
Mobile AdAwareness
MessageAssociation
+18.1
+5.9
-2.7
+44.4
+19.9
+2.4
+29.8
+12.1
-1.3
+14.5
+3.9
-4.9
+16.3
+4.7
-4.0
Mobile Best Performers Overall Mobile Performers Mobile Worst Performers
Are all mobile campaigns successful?
What makes a good mobile display ad?
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don’t:do:
Clearly brand your creative
Make sure you have a clear call-to-action
Make the ads interactive and engaging
Target as tightly as possible
Show your brand only on a product shot
Clutter your ads
Only adapt online creative
Use intrusive formats unless context is highly relevant
What makes a good mobile app?
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don’t:do:
Be free if possible and easy to find
Clearly explain what you offer
Focus on ease of use
Deliver something of value
Crash (don’t be too resource intensive)
Build one unless it will be used regularly
Feel compelled to make it too complex
Bite off more devices than you can chew
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EngagementMobile provides opportunities to go deeper when consumers have moments of downtime.
Surprise & delightPut a smile on the face of your consumers with every mobile connection you deliver.
RelevanceMobile content needs to be tailored to both the target audience AND the context where they will most likely experience it.
Play to strengthsMobile can play a unique role in the wider media mix since it is both portable and personal.
ExchangeConsumers are looking for something of value in return for access to their mobile phones.
CompetenceMore than any other media, mobile marketing needs to be clear, functional and focused.
Time & placeMobile content needs to be tailored to when and where it is most likely to be consumed.
Principles for a brand’s mobile success
Finally, RESPECT for the
mobile audience and platform will
ensure a ROI of mobile within the
media mix.
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Mobile advertising through the consumers’ lens
A d r i a n a . S o u s a @ m i l l w a r d b r o w n . c o m