AdReaction 2012 – Kenya ReportMarketing in the Mobile World
Conducted in 18 countries around the world including eight countries in AMAP (five qual/ quant & three qual only)
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MEXICO
U.S.CANADA*
BRAZIL*
INDIA THAILAND**
KENYANIGERIA
SOUTH AFRICA
CHINAKOREA**
INDONESIA**
FRANCE*GERMANY
ITALY
SPAINTURKEY
UK*
*Quantitative only; **Qualitative only
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To sayAFRICA IS
MOBILE
I s a n u n d e r s t a t e m e n t
Mobile - An Under Utilised Channel?
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Social
Work
Info
Life Organiser
The most ubiquitous consumer
medium in Africa
By way of a bit of background…
*Source: Morgan Stanley Research; **Source: Informa WCIS;***Source: StatCounter Global Stats, 9/125
54% Kenyans access internet on handsets
Feature Phones
In most cases, it is on feature phones which are inexpensive, and have limited capabilities
Channel When done well, Mobile as a channel is impactful
Key FindingsAT A G L A N C E
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Mobile devices are increasingly central to our lives, so there is huge opportunity to connect with consumers in this space
1. Interestingly, Kenyan consumers are more favourable towards it
than those in other markets
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. We can learn from mistakes in other markets - demonstrate respect for the platform and
the audience
4. Marketers can use mobile websites, apps and adsto grow brands IF simple best practice rules are
applied more conscientiously
5.Best Practice
Opportunity Tolerant
RESPECTEffective
What do we mean by Mobile Advertising?
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It’s certainly not all about bright and shiny mobile apps
Websites Apps Ads
Simple SMS advert
More complex digital visuals
8
the huge OPPORTUNITY
MOBILE USAGE on the rise
Mobile web is on the move
*Source: Morgan Stanley Research; **Source: Informa WCIS;***Source: StatCounter Global Stats, 9/129
1.5 BILLION
smartphones and tablets will be installed globally by 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
Data supplied by www.inmobi.com, Praeklet and head of Mobile at Google South Africa:Brett St Clair and On Device Research. 10
100 BILLIONMobile Advertising Impressions are served across Africa annually
Access the internet via mobile phones
Key African Statistics
55% Ghana
70% Egypt
58% South Africa
54% Kenya
50% Nigeria
Mobile advertising and marketing is a real contender in Kenya
www.inmobi.com www.inmobi.com11
45% Growth in the number of ads served at the end of
2012
1 Billion Mobile Advertisements are delivered to Kenyan surfers quarterly
A Growth Story
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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
Location Based Advert50% discount on lunch at Serena today
Location Search Query Pizza – Lavington
OrHair Dresser – near to meRelevant products and services within
a 2km radius of Upper Hill
Possible – socio demographic data from SIM registration
A Growth Story
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 USD200bill in 2015 - accounts for 18% of the continents GDP.Interestingly, M-PESA accounts for 25% of Kenya’s GDP today.
Places the point of sale in the customer’s hand!
Mobile – the indispensable efficiency tool, especially in AMAP
Sample: smartphone and/or tablet users, AMAP and global averages14
26%
41%
48%
64%
86%
26%
37%
36%
22%
10%
Strongly Agree Somewhat Agree
Primary tool - organizing household
Primary tool - organizing work life
Primary tool - organizing personal life
Indispensable - I’m always on the go
Mobile makes me more efficient
Kenya
+19
+17
+32
+28
+4
Vs Global
Extended exposure relative to TV and Radio
Essential And Much More!
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BEYOND ESSENTIAL
“I take my phone everywhere. Life collapses if I forget it.”
MULTI-TALENTED
“I listen to Kimani in the morning, pay my rent every month, buy shoes on Facebook, talk to my friends on whatsapp, talk to my house help in the afternoon to arrange dinner….set my alarm at night…..it’s never out of my reach.”
LIFE CHANGING
“I took a short journey to my pocket.....found the website, ordered and paid with M-PESA ....and didn’t have get stuck in the (traffic) jam!”
TRULY SMART
“I thought the person who wrote the price comparison sheets was reading my mind!”
FUN “I feel like a wizard when I play and discover new things.”
Dramatic gap between proportion of time spent on mobile….and proportion of media spend
dedicated to mobile
*Source: eMarketer; **Source: Gartner Group16
JUST 1% OF SPEND
globally is committed to mobile marketing*
While mobile devices act as central hubs in our lives – limited commercial activity for Kenya
Sample: AMAP average vs global average17
Social Networking
17%
Web or email19%
Calls21%
Texts19%
Apps10%
Music10%
Games2%
Video1%
(+4)
(+3)
(+6)
(-6)
(+5)
(-3)
(-2)(-7)
Share of smartphone time spent(More than 30 Hours) Kenya Score (vs global average)
Opportunities at multiple touch points
Calling is just one component of usage
Social networking – fertile ground
Apps – not a great deal of relevant local activity for consumers in Kenya
Music, video, games - lower than global -infrastructure
*Source: eMarketer; **Source: Gartner Group18
Significant opportunity to connect and communicate more
via mobile devices
ARE BRANDSWELCOME
ATTITUDEStoward mobile
marketing formats
in this intimate space?
19
20
How do you feel about adverts on
your mobile?
Willing to share your location?
What about adverts in
apps?
Kenyans – a tolerant bunch relative to global cousins
Sample: smartphone and/or tablet users, AMAP and global averages21
16%
23%
31%
36%
21%
29%
27%
29%
16%
21%
14%
14%
Strongly Agree Somewhat Agree Neither Agree Nor Disagree
I enjoy playing Advertgames (games that incorporate ads/brands)
Happy to share my location to get more relevant services and offers
Happy to see ads in my apps – if apps are free
Happy to see ads on mobile websites - if access is free
Kenya Vs Global
+24
+24
+10
+14
Much higher than in developed markets
*Source: eMarketer; **Source: Gartner Group22
Half of all users
Favourable towards advertising on a handset or tablet (Kenya)
Sample: smartphone users
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How would you characterize your attitude towards advertising on mobile phones/ tablets?
VERY/SOMEWHAT FAVORABLE, %
11
11
12
13
13
14
17
19
19
22
23
30
43
48
48
23
40
Canada
US
Spain
France
Germany
UK
Turkey
Italy
Mexico
China
Brazil
South Africa
India
Nigeria
Kenya
Global Average
AMAP Average
Limited activity
Information seekers
Education & Entertainment Value
Cluttered advertising environment
High levels of fatigue
Poor quality communication
Lack of respect for platform and audienceSpam!
Sample: smartphone and/or tablet users, AMAP and global averages
How would you characterize your attitude towards advertising on….?
If we look at mobile in the context of all other media….
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50%
51%
55%
62%
64%
68%
73%
75%
76%
77%
77%
Cinema adsLocal deals
Websites/MicrositesOnline display ads
Social media adsMagazine ads
Radio adsBillboard ads
Social media news feedsNewspaper ads
TV ads
13%
33%
39%
40%
44%
45%
45%
46%
52%
52%
57%
Non-opt-in email ads
Ads on tablets
Online music players
Direct mail
Product placement
Games
Telemarketing
Mobile ads
Opt-in email ads
Online ads with video
Online search ads
VERY/SOMEWHAT FAVORABLE, %Non-Digital Digital
+26+30+34+27+22+18+31+26+20+7+9
Kenya Vs Global+18
+24
+7
+23
+17
+20
+6
+8
+16
-
-5
Kenya Vs Global
5
15
25
35
45
55
40 50 60 70 80 90 100
What’s driving advert favourability?
Sample: smartphone users25
Mobile ad favorability vs. device importance
Mobi
le Ad
Fav
orab
ility
Having a mobile device makes me more efficient
BRAZIL
GERMANY FRANCE
CANADA
UK
US
MEXICOITALY
CHINA
TURKEY
SPAIN
INDIA
NIGERIA KENYA
SOUTH AFRICA
Great fav in markets where users agree, mobile = more efficient life
Opportunity for products & services that seek efficiency as part of their proposition – e.g. Mobile Money, Mobile banking, Bills etc….e-commerce ….
*Source: eMarketer; **Source: Gartner Group26
So What
Mobile puts you, the brand, in the palm of their hand
Accept that you are in their personal space,
They are interested in information and news about the brand, but not without some reservations
Observe rules of engagement - RESPECT
?
*Source: eMarketer; **Source: Gartner Group27
Kenya Irritation
Global Novelty
Saturation Limited Activity
Strong Share of Voice
Greater Advantage
Move Fast!
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MOBILE ADVERTISING
USEREXPECTATIONS
f o r
At their best, Mobile Ads are described in extremely positive terms
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 I’min need”
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BULLY
“I hate it when ads interfere with my online
activity, asking me to click something that is
unclear”
THIEF
“It just clicks and takes over my world”
VAMPIRE
Came to an ad that promised to give me 75% discount....to
discover it was not a TV deal but a Salon
spa”
REBEL
“It's rebellious, it interrupts me while I
play or work”
BUT clumsy invasions - negative associations
Users have high expectations for mobile
30
And audiences can be receptive to mobile - when it’s done right.
Mobile will offer an exchange of
tangible value
3Mobile
will know who I am
21Mobilewill be
competent
31
AND CAN PLAY MANY ROLES
MOBILEi s
FLEXIBLE
IN THE MEDIA MIX
Mobile ads have a greater impact on all brand metrics than online ads
32
MOBILE ONLINE+2.1
+4.0
+2.2
+1.3
+1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181 campaigns, n=127,191 respondents.
+4.8
+17.3
+10.0
+3.8
+4.3
Percent Impacted (Δ)
Aided BrandAwareness
BrandFavorabilityPurchase
Intent
AdAwarenessMessage
Association
Even more so in an uncluttered environment
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MOBILE ONLINE+2.1
+4.0
+2.2
+1.3
+1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181 campaigns, n=127,191 respondents.
+4.8
+17.3
+10.0
+3.8
+4.3
Percent Impacted (Δ)
Aided BrandAwareness
BrandFavorabilityPurchase
Intent
AdAwarenessMessage
Association
+17.3
+10.0
+3.8
+4.3
+4.8
Even more so in an uncluttered environment
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MOBILE ONLINE+2.1
+4.0
+2.2
+1.3
+1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181 campaigns, n=127,191 respondents.
+4.8
+17.3
+10.0
+3.8
+4.3
Percent Impacted (Δ)
Aided BrandAwareness
BrandFavorabilityPurchase
Intent
AdAwarenessMessage
Association
+17.3
+10.0
+3.8
+4.3
+4.8
Even stronger amongst youth• Stronger affinity with medium
• Higher penetration amongst youth
Mobile display ads drive traffic to websites
Sample: smartphone and/or tablet users, AMAP and global averages35
10%
11%
11%
14%
16%
17%
17%
18%
35%
40%
40%Visited the brand website
Searched for the brand
Clicked/Interacted with ad
Looked for brand in a store
Recommended the brand
Sent ad to a friend
Visited a site for similar brand
Purchased the brand
Searched for more ads from the same brand
Sent a message or a comment to the brand
Posted the ad on my blog/profile
Brand impact and interaction….and website visitation
Sample: smartphone and/or tablet users, AMAP and global averages36
Which of the following actions have you taken as a result of seeing a mobile ad?
+7
+9
+12
-1
+1
+5
0
0
-
-
-
Kenya Vs Global
40%
…but mobile ads are just one element of a mobile campaign
Ensure an optimized website for continued engagement
Sample: smartphone and/or tablet users, AMAP and global averages37
What types of companies or brands would you most like to see delivering services or features for your mobile devices?
Content - Tech/Telco particularly popular in Kenya – mirrors local activity
Sample: smartphone and/or tablet users, AMAP & global averages38
Telecomm-unications
Online retail
Banks/ Financial
13%
21%
22%
24%
26%
29%
29%
30%
31%
35%
37%
40%
44%
53%
54%
Quick service restaurants
Retail stores
Drink products/brands
Airlines
Local restaurants
Automotive companies
Food products/brands
Hotels
Newspapers or magazines
Online shopping sites
Fashion/Designers
Sports teams/leagues
Banks/Financial services
Telecommunication companies
Technology companies +22+28+13+16+10-1-1+4+12+3-6-2+3-6-10
Kenya Vs Global
What types of companies or brands would you most like to see delivering services or features for your mobile devices?
Content - Tech/Telco particularly popular in Kenya – mirrors local activity
Sample: smartphone and/or tablet users, AMAP & global averages39
Telecomm-unications
Online retail
Banks/ Financial
13%
21%
22%
24%
26%
29%
29%
30%
31%
35%
37%
40%
44%
53%
54%
Quick service restaurants
Retail stores
Drink products/brands
Airlines
Local restaurants
Automotive companies
Food products/brands
Hotels
Newspapers or magazines
Online shopping sites
Fashion/Designers
Sports teams/leagues
Banks/Financial services
Telecommunication companies
Technology companies +22+28+13+16+10-1-1+4+12+3-6-2+3-6-10
Kenya Vs Global
Wide open space in other categories –no activity here
Favourable – if conditions are right
Mobile Advertising – In A Nutshell
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Ubiquitous medium But under utilised
More impactful on key brand metrics than on-line
Drives traffic to websites
Does have a role within the marketing mix
41
PRINCIPLESfor a brand’s
MOBILE SUCCESS
What do we mean by Mobile Advertising?
42
Not about apps alone
Websites Apps Ads
If we need a reason to believe….
43
M-PESA, Kenya
Wallet Lifestyle
Integrated into our lives
2, million unique transactions a day25% of GDP
Guinness VIP – A Mobile Success Story
Guinness Football Challenge
Social Football QuizHow to evolve
beyond the
Football
TV Season?
Guinness VIP
24/7 Relevance
50,000 unique usersplaying the mobi game
Inviting & challenging friends
Playing multiple games
Engaging content (live) thatusers can only find through
joining Guinness VIPEngagement platform for brand they
know and love
Gives consumers a voice,through chat rooms,
blogs and photo uploads–social status and currency
The Role of Mobile? Expected to play a larger role than all others in the mix in recruitment for the website
Guinness VIP Today
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Five marketsLaunched 2010
1.5 million users100 million + page views
300,000 blog comments 20,000 user photos
Relevance
Engagement
Surprise & delight
Play to strengths
Exchange
Competence
Time & place
RESPECT for the mobile audience and platform will ensure a constructive future
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Relevance
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Offering relevant content throughout the life time of the website
• Engaging content
• Current, updated
• Two way street – with blogs and comment sections, photo uploads
• Simple, user friendly, extremely fast, responsive design
Guinness VIP, Kenya
Engagement
49
Brand building opportunity, mobile provides opportunities to go deeper when users have moments of downtime.
Tusker Project Fame , Season Four
• Driving engagement and website traffic though the Project Fame initiative
Mobile Website
Contestant Info
And Tusker Brands
FB + Twitter
Active moderator on the night of contest
Voting through mobile
Giving consumers a voice
Engagement
50
Social change initiatives find a home with digital too
National Youth Summit, Kenya 2013Youth Peace and Reconciliation Platform
• With elections approaching, this summit aimed to engage the youth to promote peace
• Multi dimensional campaign• Website• Facebook• Twitter• SMS and email
Surprise & delight
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Put a smile on the face of your consumers with every mobile connection you deliver.
• A web cartoon or comic series - published weekly. • Website, mobile site and facebook and twitter• Reader Reward - to be featured in the comic
• Since its launch in February 16tth 2013, it has had over 2,000 unique visitors, spending an average time of 4 mins on the site
• Users post comments, share on Social Media
• Simplified layout • Optimized for all mobile devices (different screen
sizes etc.)
Ndovu Special Malt, Mike Tembo Comic, Tanzania
Play to strengths of mobile
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Mobile can play a unique role in the wider media mix since it is both portable and personal.
Kenya Airways, Kenya
• A mobile platform - enhanced interactive services from KQ
• Putting control in the palm of your hand
• Flight status, timetables, cargo services, ticketing, and query air miles
• Dial the USSD code *737# and follow the user friendly menu option for a wide variety of information
Exchange
53
Users are looking for something of value in return for access to their mobile phones.
• In South Africa, coupons are offered when using the McDonalds app - delivered via SMS
• Basic, but effective
• Rewards loyal customers; the app page is not overloaded and the offer is clear
• Simple addition of a logo makes the coupon stand out:
• “Most text ads I see don’t have pictures or brands on them so this is unique
McDonalds, South Africa
Competence
54
Clear, functional and focused.
• Mobile website• Clear• Fast• Easy to use • Relevant information for the mobile browser
Sierra
Top of the pyramid
Text can be powerful too
55
• Text based agribusiness platform - for stakeholders in the agricultural value chain
• Offers up to date commodity prices across Kenya• Users simply sms 3555 to join • Offers buying and selling price for any crop in any
location within Kenya
• Real time information which is being used to grow the agricultural economy- farmers are able to sell their produce to the ready local and international markets via mobile phone
M-FARM, Kenya
Opportunities at the bottom of the pyramid
56
Social change
Brand Building TV Game Show –
Tusker Project Fame
Rural economies – real time information on agri prices
Service Provision - Airlines
Multiple Applications
Information – drive useage
57
MOBILE WEBSITES, APPS
AND DISPLAY ADS
MARKETINGBEST
PRACTICES
f o r
Mobile websites should be fast and functional
58
Simple is safest until network speeds improve
What makes a good mobile website?
don’t:feel compelled to outdo youronline website
forget mobile users are goal directed
value entertainment over competence
do:make it fast
make it clean
make it easy to use
Make apps easy to acquire and easy to use
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What makes a good mobile app?
don’t:crash (don’t be too resource intensive)
build one unless it will be used regularly
make it too complex
do:be free if possible
clearly explain what you offer, and what you’ve updated
focus on ease of use
deliver something of value
Better no app than a poor app
Mobile display ads need clear branding, communication and call-to-action
60
What makes a good mobile display ad?
do: don’t:
make sure you have a clear call-to-action
make the ads interactive and engaging
target as tightly as possible
clearly brand your creative show your brand only on a product shot
clutter your ads with too much text or too many logos
repurpose online creative only to leave it cropped
use intrusive formats unless context is highly relevant
More detailed AdReaction findings
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FURTHER READING• TNS Mobile Life: http://discovermobilelife.com/• Google Mobile Planet: http://www.thinkwithgoogle.com/mobileplanet/en/• Google Mobile Playbook: http://www.themobileplaybook.com• Mobile Marketing Association case studies: http://www.mmaglobal.com/resources/case-studies• More mobile examples: http://digital-examples.blogspot.com/search/label/mobile
For further information on the AdReaction study in AMAP please contact:[email protected]
If you are interested in more detailed country-level findings, please contact your local Millward Brown Office via www.millwardbrown.com.
Customized analysis reports are also available.
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AdReaction is part of Millward Brown’s Changing Channels campaign, a series of published insights helping marketers navigate the changing media landscape
and explore new opportunities to connect with consumers.
VISIT WWW.MILLWARDBROWN.COM FOR MORE INFORMATION.