Mobile advertising through the consumers lens by Millward Brown

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This document shows advertisers and publishers that mobile advertising has its space within consumers expectations but needs to be designed in the correct way. Do you want to know more? Read the …

This document shows advertisers and publishers that mobile advertising has its space within consumers expectations but needs to be designed in the correct way. Do you want to know more? Read the paper and contact us.

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  • 1. Mobileadvertisingthrough theconsumers’lensARE WE GETTING THE MOST OUT OF IT?BY ADRIANA SOUSA1 2013
  • 2. 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 platforms2
  • 3. Research took place in 18 countries aroundthe world FRANCE, GERMANY,CANADA, US ITALY, SPAIN, TURKEY, UK INDIA, THAILAND CHINA, MEXICO KOREA, INDONESIA BRAZIL KENYA, NIGERIA SOUTH AFRICA3
  • 4. THE HUGEOPPORTUNITY MOBILE USAGE ON THE RISE4
  • 5. 1.5 Smartphones and tablets installed. Mobile users will exceed desktop users by 2014* BILLION 37% In the number of global 3G subscribers in the past year** GROWTH 13% Traffic comes via mobiles (this more than doubled globally OF WEB in the past year)*Source: Katy Huberty, Ehud Gelblum, Morgan Stanley Research; ** Source: Informa WCIs / GSMA
  • 6. JUST 1% Globally is committed to mobile marketing*OF SPEND Mobile ad spend predicted to grow from 3x $6.4bn in 2012 to $18.6bn in 2015 BY20156 *Source: emarketer
  • 7. Latin AmericaToday SHARE OF MOBILE IMPRESSIONS BY REGION7
  • 8. Latin AmericaPredictions for 2015Mobile data traffic per capita will increasefrom 22 MG per month to 850 MBBroadband predicted to grow 50%Mobile ad spend from $3.62bn to$6.69bn* (84% growth) 8
  • 9. MOBILE plays an important role and it is RELEVANT at consumers’ agenda9
  • 10. In a typical week, how many hours do you spend…. Share of smartphone time spent Share of tablet time spent Video Video Talking Games 13% Games 7% 13% 13% 9% Texting Web or email 13% Music Music 23% 12% 17% Web or email Social Social Networking Apps 14% Networking Apps 19% 20% 14% 13% Sample: smartphone users Sample: tablet users10 Differences against global results
  • 11. People love their mobile devices and they areindispensable efficiency tools Latin Global America Indispensable because I’m 63% 59% always on the go Makes me more efficient 54% 65% My primary tool for organizing my personal life 48% 50% My primary tool for organizing my household 40% 34% My primary tool for organizing 33% my work life 45%11 Sample: smartphone and/or tablet users, Latin America, Global average
  • 12. ARE BRANDS WELCOME in this intimate space? ATTITUDES towards mobile marketing formats12
  • 13. Almost ¼ of Latin American consumers arefavourable to mobile advertising VERY/ SOMEWHAT favorable,% Global Average 23 29 Kenya 48 55 Nigeria 48 39 India 43 51 South Africa 30 35 Brazil 23 29 China 22 30 Mexico 19 19 Italy 19 26 Turkey 17 28 UK 14 25 Germany 13 28 France 13 22 Spain 12 18 US 11 16 Canada 11 913 Sample: smartphone users Sample: tablet users
  • 14. Are happy to see ads in 38% apps, as long as the apps are free Are happy to see ads on 37% mobile websites, as long as the content is free Are happy to share their 30% location to get more relevant services and offers14 Sample: smartphone or tablet users, Latin America data Strongly/somewhat agree
  • 15. MOBILE IS FLEXIBLE AND CAN PLAY MANY ROLES IN THE C O M M U N I C AT I O N S MIX15
  • 16. Mobile advertising can deliver higher results in theshort-mid terms Mobile Online Aided Brand +0.7 +5.9 Awareness Ad +19.9 +4.3 Awareness Message +12.1 +2.5 Association Brand +3.9 +1.7 Favorability Mobile Online Purchase +4.7 +1.8 Intent16 Source: Dynamic Logic MarketNorms for Online, last 3 years Latin America norm; AdIndex for Mobile Norms. Delta (Δ)=Exposed-Control
  • 17. Which of the following actions have you taken as a result of seeing a mobile ad? Global Average Visited the brand website 41 33% Searched for the brand 38 31% Looked for brand in a store 21 19% Clicked/Interacted with ad 19 22% Recommended it 18 15% Searched for more ads 17 13% Visited a site for similar brand 16 16% Downloaded brands app 16 15% Purchased the brand 15 14%17 Sample: smartphone and/or tablet users, Latin America data, Global averages
  • 18. M A RK ET IN G BEST PRA C TIC ES FOR MOBILE APPS AND DISPLAY ADS18
  • 19. Are all mobile campaigns successful? Percent Impacted: Delta (Δ) +44.4 +29.8 +19.9 +18.1 +16.3 +14.5 +12.1 +5.9 +2.4 +3.9 +4.7 -1.3 -4.0 -4.9 -2.7 Aided Brand Mobile Ad Message Brand Purchase Awareness Awareness Association Favorability Intent Mobile Best Performers Overall Mobile Performers Mobile Worst Performers Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/201119 Overall Mobile N=165 campaigns, n=125,471 respondents. Delta (Δ)=Exposed-Control
  • 20. What makes a good mobile display ad? Clearly brand your Show your brand only on creative a product shot Make sure you have a Clutter your ads do: don’t: clear call-to-action Target as tightly as Only adapt online creative possible Use intrusive formats Make the ads interactive unless context is highly and engaging relevant20
  • 21. What makes a good mobile app? Be free if possible and Crash (don’t be too easy to find resource intensive) Build one unless it will be Clearly explain what you do: don’t: used regularly offer Feel compelled to make Focus on ease of use it too complex Deliver something of Bite off more devices value than you can chew21
  • 22. Principles for a brand’s mobile success Mobile content needs to be tailored to both the target audience Relevance AND the context where they will most likely experience it. Mobile provides opportunities to go deeper when consumers have Engagement moments of downtime. Put a smile on the face of your consumers with every mobile Surprise & delight connection you deliver. Mobile can play a unique role in the wider media mix since it is Play to strengths both portable and personal. Consumers are looking for something of value in return for access Exchange to their mobile phones. More than any other media, mobile marketing needs to be clear, Competence functional and focused. Mobile content needs to be tailored to when and where it is most Time & place likely to be consumed.22
  • 23. Finally, RESPECT for the mobile audience and platform will ensure a ROI of mobile within the media mix.23
  • 24. Mobileadvertisingthrough theconsumers’lensAdriana.Sousa@millwardbrown.com24