Mobile + Media + Health
#MediaMix
@KantarMediaHC
Mobile is changing access to healthcare information
Consumers
Over half the adult population (~139
MM) own smartphones or ...
What does the “mobile health consumer” look like?

• 55% female
• 48% 18-34 (vs 34% of total online population)
• 47% pare...
Top consumer health mobile app types

Fitness

Diet/Nutrition

Sympton checker

Tablet
Smartphone

Health testing/tracking...
Smartphone and tablet usage for healthcare research
differs between 18-49 and 50+ consumers
68%

18-49

50+
40%

Own Smart...
Mobile IS Social
Social networking is a reason for accessing the internet
among 2/3 of smartphone or tablet owners while j...
Physicians’ top mobile activities
Among device users
smartphone

tablet

Maintain contact info

88%

Receive medical news
...
Doctors and mobile apps
Types of apps installed
Smartphone

Tablet

Drug reference
Medical calculator

Diagnostic referenc...
Doctor-Patient communication
Doctors are increasingly connecting with patients via mobile

•
•
•

28% email their patients...
Physicians & Mobile
Segmentation shows differences in mobile adoption and usage
“old
hands”

“open
adopters”

“not
interes...
Mobile + Media + Health
#MediaMix
@KantarMediaHC
Taking Advantage of the Tablet Revolution
Innovation Begins to Emerge for Magazine Apps

•
•

Tablet magazine content is m...
Paving the Way on Tablet Advertising Insights
Kantar Media’s Approach

•

Measuring all ads in 70 consumer
magazine iPad a...
Key Findings

1. Healthcare category is underweighted in Tablet as compared to Print
2.0% share of all tablet units versus...
Mobile + Media + Health
#MediaMix
@KantarMediaHC
Mobile Effectiveness:
From Creative to Commerce
NOVEMBER 13, 2013

@alirana
450+

8,000

MOBILE CAMPAIGNS

500

DIGITAL

CAMPAIGNS

THOUGHT LEADERSHIP

Millward Brown Digital

WORLD’S

LARGEST

norm...
Our mobile data comes from three sources

Ad Effectiveness Database
Norms based on ad effectiveness research conducted in ...
IDENTIFYING
MARKETING
OPPORTUNITIES FOR

MOBILE
Mobile devices are
ubiquitous in consumers’
lives, but their value as a
ma...
Mobile shopping habits are varied and widespread
Mobile shoppers engage in multiple activities; most are
transactional in ...
There is a time for mobile shopping…
Mobile shopping activity indexes higher on the weekends and at either
end of the day ...
But there isn’t really any one place – we shop
everywhere we use our mobile devices
Smartphone shoppers shop from a variet...
Mobile Shoppers have a Distinctive Profile
Mobile shoppers are more likely to consume tech, media, travel, leisure and lif...
Advertisers have seen success in mobile based on several
factors, including the ability to target on tight parameters

THE...
In fact, this targeting helps mobile outpace online
advertising across the board

MOBILE

+5.1

Aided Brand
Awareness
Ad
A...
But the novelty factor has worn off: Mobile metrics
are trending down
Percent Impacted: Delta (Δ)
Mobile Ad Awareness

23....
Effective targeting can boost the performance of the best mobile
campaigns, but it cannot compensate for poor creative

Pe...
And, poor targeting can suppress the success of good campaigns and
increase the detrimental impact of the worst campaigns
...
• A full logo (with brand
name) should be
placed in the corner of
every frame

Clear and persistent
branding is important
...
Mobile Effectiveness:
From Creative to Commerce
NOVEMBER 13, 2013

@alirana
Mobile + Media + Health
#MediaMix
@KantarMediaHC
Healthcare Media Mixology: Mobile + Media + Health
Healthcare Media Mixology: Mobile + Media + Health
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Healthcare Media Mixology: Mobile + Media + Health

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Topics include:
- Mobile's Effects on Consumers & Healthcare Professionals
- Advertising in the Tablet Apps of Consumer Magazines
- Best Practices and Trends in Mobile Advertising

Speakers:
- Jon Swallen, Chief Research Officer of Kantar Media Intelligence North America
- Ali Rana, SVP & Head Scientist of the Emerging Media Lab at Millward Brown Digital
- Dave Emery, General Manager of Kantar Media Healthcare Research

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  • * A note on methodology: Dynamic Logic has measured over 450 mobile campaigns since 2008. This attitudinal dataset is based on 2012 measurement covering over 100 campaigns and over 64,000 respondent interviews. These findings are based on the common creative traits of the best and worst-performing campaigns (as measured by the five traditional branding metrics).
  • Transcript of "Healthcare Media Mixology: Mobile + Media + Health"

    1. 1. Mobile + Media + Health #MediaMix @KantarMediaHC
    2. 2. Mobile is changing access to healthcare information Consumers Over half the adult population (~139 MM) own smartphones or tablets • • 55% smartphone 35% tablet Of these: • • 54% use for health-related activity 15% read magazines on device Physicians • • • • • 78% use smartphone for professional purposes 51% use tablet for professional purposes 45% use both 5 of 10 receive medical journals via mobile device 6 of 10 search/read article archives Sources: Kantar Media – 2013 MARS Consumer Health studies September 2013 Physician Sources & Interactions, Oct ober 2013 Physician Mobile Device Usage studies www.KantarMedia-healthcare.com’
    3. 3. What does the “mobile health consumer” look like? • 55% female • 48% 18-34 (vs 34% of total online population) • 47% parents (vs 38% of total online population) • More actively engaged in their health: 7.2 MM have asked for specific branded medication from their doctor – Smartphone users 36% more likely than general population – All mobile users 24% more likely than general population Sources: 2013 MARS Consumer Health studies www.KantarMediaNA.com © 2013 Kantar Media 3
    4. 4. Top consumer health mobile app types Fitness Diet/Nutrition Sympton checker Tablet Smartphone Health testing/tracking Locate pharmacy/clinic/ER 0% 10% 20% 30% 40% Sources: 2013 MARS Consumer Health studies www.KantarMedia-healthcare.com’ © 2013 Kantar Media 4
    5. 5. Smartphone and tablet usage for healthcare research differs between 18-49 and 50+ consumers 68% 18-49 50+ 40% Own Smartphone More likely to: 72% 39% Own Tablet Own Smartphone 58% % used device for health activities in last 30 days 45% 24% Own Tablet 61% Track exercise/workout schedule Look up first aid/emergency information Track exercise/workout schedule Look for health/wellness info at home Track meals/calories consumed Look for health/wellness info at home Look up drug at doctor’s or pharmacy Track exercise/workout schedule Sources: 2013 MARS Consumer Health studies www.KantarMediaNA.com © 2013 Kantar Media 5
    6. 6. Mobile IS Social Social networking is a reason for accessing the internet among 2/3 of smartphone or tablet owners while just over 1/3 among desktop /laptop only owners* and Social IS Health The number of adults using their phones to look up health-related information has doubled since 2011* MARS Core Study - 41 million (2013), 19 million (2011) Smartphone and tablet users are over 2x more likely than PC-only users to visit and/or join health and wellness groups on social networking sites** They’re content creators. They: Post comments to health forums or blogs Update wikis or a personal health website/blog Create or upload videos Update others on their status** Sources: 2013 MARS Consumer Health studies www.KantarMediaNA.com © 2013 Kantar Media 6
    7. 7. Physicians’ top mobile activities Among device users smartphone tablet Maintain contact info 88% Receive medical news 80% Calendar 83% Receive general news 79% Text colleagues 78% Webinars, online educ, CME 74% Drug reference 78% View video 72% Receive general news 77% Search/read archives of articles 71% Receive medical news 76% Document/image storage/sharing 68% Email colleagues 76% Research treatments/procedures 67% Take static images 64% Email colleagues 65% Diagnostic reference 55% Drug reference 62% Take video images 48% Diagnostic reference 62% Sources: Kantar Media - Physician Mobile Device Usage study, October 2013 www.KantarMedia-healthcare.com’ © 2013 Kantar Media 7
    8. 8. Doctors and mobile apps Types of apps installed Smartphone Tablet Drug reference Medical calculator Diagnostic reference Medical journal app Physician/social networking Access for E.M.R/E.H.R. 0% 25% 50% 75% Sources: Kantar Media - Physician Mobile Device Usage study, October 2013 www.KantarMedia-healthcare.com’ © 2013 Kantar Media 8
    9. 9. Doctor-Patient communication Doctors are increasingly connecting with patients via mobile • • • 28% email their patients 24% text with patients Of those that email/text patients on a mobile device – half share links with patients – 2.5x more than doctors on average – Twice as many e-prescribe Sources: Kantar Media - Physician Mobile Device Usage study, October 2013 www.KantarMedia-healthcare.com’ © 2013 Kantar Media
    10. 10. Physicians & Mobile Segmentation shows differences in mobile adoption and usage “old hands” “open adopters” “not interested” “average” Drug reference 91% 94% 69% 84% Research treatments and procedures 77% 79% 39% 61% Search/read article archives 72% 80% 38% 58% Receive medical journals 70% 70% 24% 46% EMR/EHR 57% 56% 19% 36% E-prescribe 51% 36% 12% 27% Remote patient monitoring 42% 32% 10% 20% Old hands: • See more patients, write more prescriptions • Proportionally more in 35-44 year old range Sources: Kantar Media - Physician Mobile Device Usage study, October 2013 www.KantarMedia-healthcare.com’ © 2013 Kantar Media 10
    11. 11. Mobile + Media + Health #MediaMix @KantarMediaHC
    12. 12. Taking Advantage of the Tablet Revolution Innovation Begins to Emerge for Magazine Apps • • Tablet magazine content is moving away from ‘print replica’ Readers are being moved to enhanced interactive experiences INTERACTIVE GRAPHICS, EMBEDDED VIDEOS, WELL-FASHIONED NAVIGATION TOOLS • • As digital editorial products have evolved, ad formats and strategies are also changing However, much of the advertising has still not been fully optimized for tablet technology
    13. 13. Paving the Way on Tablet Advertising Insights Kantar Media’s Approach • Measuring all ads in 70 consumer magazine iPad apps – Brand, Parent, Product Category – Interactive features in the ads • Data analysis – Jan-Sept 2012 versus Jan-Sept 2013 – 47,248 tablet ad units of which 961 were healthcare – Corresponding Print editions
    14. 14. Key Findings 1. Healthcare category is underweighted in Tablet as compared to Print 2.0% share of all tablet units versus 4.5% share of all print units 2. Tablet ad units up 13% YTD OTC segment +20% Pharma segment +0% 3. 15% fewer Brands placing ads in tablets YTD (89 vs. 105) One-half of this decline attributable to Brands that eliminated Print advertising in 2013 4. Print-to-Tablet conversion rate is 5x higher for OTC than Pharma 5. Only one healthcare Brand has used any interactive features in its tablet ads
    15. 15. Mobile + Media + Health #MediaMix @KantarMediaHC
    16. 16. Mobile Effectiveness: From Creative to Commerce NOVEMBER 13, 2013 @alirana
    17. 17. 450+ 8,000 MOBILE CAMPAIGNS 500 DIGITAL CAMPAIGNS THOUGHT LEADERSHIP Millward Brown Digital WORLD’S LARGEST normative database of digital advertising effectiveness CROSS MEDIA CAMPAIGNS 13 YEARS OF DIGITAL INNOVATION EMERGING MEDIA LABS SPECIALIZED CLIENT GROUPS
    18. 18. Our mobile data comes from three sources Ad Effectiveness Database Norms based on ad effectiveness research conducted in the campaign footprint Mobile Behavioral Panel Trends in observed consumer behavior based on our mobile panel Survey-Based Research Consumer research conducted via survey, primarily sourced from online panels
    19. 19. IDENTIFYING MARKETING OPPORTUNITIES FOR MOBILE Mobile devices are ubiquitous in consumers’ lives, but their value as a marketing medium is highest at certain touchpoints
    20. 20. Mobile shopping habits are varied and widespread Mobile shoppers engage in multiple activities; most are transactional in nature. PC shopping is more heavily oriented around research and consideration. FOUND STORE INFORMATION CHECKED THE STATUS OF AN ORDER COMPARED PRICES CHECKED TO SEE IF AN ITEM IS IN-STOCK AT A SPECIFIC STORE REVIEWED A PRODUCT DESCRIPTION LOOKED UP SHIPPING INFORMATION MADE A PURCHASE LOOKED AT PRODUCT REVIEWS LOOKED FOR COUPONS Read as: 37% of mobile shoppers (consumers using a mobile phone or tablet to shop) looked for coupons Source: MBD’s Retail Shopper Survey, April, 2013. Path to Purchase Survey, August, 2013. Q: Which of the following shopping related activities have you performed on your mobile device in the past 3 months? Please select all that apply. Asked of recent mobile shoppers, (N=580)
    21. 21. There is a time for mobile shopping… Mobile shopping activity indexes higher on the weekends and at either end of the day when consumers are out and about (or on the couch!) RETAIL VISIT DISTRIBUTION BY DAY OF WEEK RETAIL VISIT DISTRIBUTION BY TIME OF DAY Read as: 16.1% of mobile shopping visits take place on Sunday compared with 13.1% of PC shopping visits. 24 21 19 13.1 13.6 19 19 15.1 14.2 14.8 12.7 14 14.1 14.1 13.8 15.3 12.7 10 8 Sun Mon 22 17 16.4 16.1 24 Tues Wed Thurs Fri Sat MOBILE 9 7 Early AM Late AM (Early PM Late PM Evening Overnight (4-8) (8-12) (12-4) (4-8) (8-12) (12-4) PC Source: Observed from MBD’s behavioral panel of metered panels of digital consumers between Jan and July, 2013. Mobile behavior is not normalized to the mobile internet population. Mobile data should be interpreted as directional and proportional. Both shoppers and retailers are defined by visitation to one of the selected 10 retail merchant properties.
    22. 22. But there isn’t really any one place – we shop everywhere we use our mobile devices Smartphone shoppers shop from a variety of locations/context, while most tablet shoppers primarily engage from home. DISTRIBUTION OF MOBILE SHOPPING LOCATIONS / CONTEXT 2% At Home 5% 8% 9% In a Store 36% 10% Commuting Restaurant / Coffee Shop SMART PHONE Out of Town 13% 5% Waiting Other 6% 5% TABLET 4% 68% 14% 15% Read as: 15% of mobile smart phone shoppers cited “in a store” as a place where they did their mobile shopping. Source: MBD’s Path to Purchase Survey, August, 2013. Q: From which of the following locations did you most use your smart phone / tablet to look for information on [the product you were shopping for]? (Asked of recent mobile shoppers , N=544)
    23. 23. Mobile Shoppers have a Distinctive Profile Mobile shoppers are more likely to consume tech, media, travel, leisure and lifestyle content. Other content categories like news, weather, finance, navigation, productivity don’t demonstrate this mobile bias. BARGAIN HUNTERS MUSIC ENTHUSIASTS TRAVEL ENTHUSIASTS MOVIE ENTHUSIASTS COLLEGE / EDU ENTHUSIASTS GAME ENTHUSIASTS Read as: Mobile shoppers are 3X more likely to be gaming enthusiasts than PC shoppers. DINING ENTHUSIASTS TV ENTHUSIASTS TECH ENTHUSIASTS HEALTH / FITNESS ENTHUSIASTS Source: Observed from MBD’s behavioral panel of metered panels of digital consumers between Jan and July, 2013. Mobile behavior is not normalized to the mobile internet population. Mobile data should be interpreted as directional and proportional. Both shoppers and retailers are defined by visitation to one of the selected 10 retail merchant properties.
    24. 24. Advertisers have seen success in mobile based on several factors, including the ability to target on tight parameters THE SIZE OF THE AD COMPARED TO THE SIZE OF THE SCREEN MORE FOCUSED AD COPY AND CONTENT DUE TO SIZE OR TECHNOLOGY CONSTRAINTS CONSUMER ACCEPTANCE OF MOBILE ADVERTISING BETTER TARGETING
    25. 25. In fact, this targeting helps mobile outpace online advertising across the board MOBILE +5.1 Aided Brand Awareness Ad Awareness +15.1 Message Association +9.9 +3.5 +4.2 +2.2 +3.8 +2.0 Brand Favorability +1.2 Purchase Intent +1.0 Source: Dynamic Logic MarketNorms for Online, last 3 years through Q3/2013, N=2,156 campaigns, n=2,289,237 respondents; Dynamic Logic’s AdIndex for Mobile Norms through Q3/2013; Overall Mobile N=394 campaigns, n=268,333 respondents. Delta (Δ)=Exposed-Control ONLINE
    26. 26. But the novelty factor has worn off: Mobile metrics are trending down Percent Impacted: Delta (Δ) Mobile Ad Awareness 23.2 21.5 20.3 Message Association 15.3 13.5 Aided Brand Awareness Purchase Intent 12 5.9 4.8 4.5 Brand Favorability 2.4 2008 10.3 6.2 4.2 2009 9.9 7.2 6.5 4.7 3.5 12.1 5.1 2.8 3.4 2.6 2.2 2010 Source: Dynamic Logic, AdIndex for Mobile Norms through Q4/2012 2008 N=22 campaigns, 2009 N=39 campaigns, 2010 N=65 campaigns, 2011 N=68, 2012 N=117, 2013 (through Q3) N=74 Delta (Δ)=Exposed-Control 2011 2.5 2012 11.5 8 5.9 4.6 4.4 2013
    27. 27. Effective targeting can boost the performance of the best mobile campaigns, but it cannot compensate for poor creative Performance Among Target Mobile Best Performers Average Mobile Performers Mobile Worst Performers Percent Impacted: Delta (Δ) 42.1 32.5 18.7 16.5 11.3 5.1 -5.0 Mobile Ad Awareness -1.7 -1.2 Aided Brand Awareness 29 16.2 15.0 4.4 4.1 -5.2 Message Association Source: Millward Brown Digital’s AdIndex for Mobile Norms through Q3/2013 Overall Mobile N=394 campaigns, n=268,333 respondents. Delta (Δ)=Exposed-Control Brand Favorability -5.3 Purchase Intent
    28. 28. And, poor targeting can suppress the success of good campaigns and increase the detrimental impact of the worst campaigns Performance Outside Target Mobile Best Performers Average Mobile Performers Mobile Worst Performers Percent Impacted: Delta (Δ) 37.6 21.9 17.2 15.6 14.7 13.1 7.2 4.7 2.5 -1.9 2.7 -3.6 -5.3 -8.3 Aided Brand Awareness 30 Mobile Ad Awareness Message Association Source: Millward Brown Digital’s AdIndex for Mobile Norms through Q3/2013 Overall Mobile N=394 campaigns, n=268,333 respondents. Delta (Δ)=Exposed-Control Brand Favorability -8.6 Purchase Intent
    29. 29. • A full logo (with brand name) should be placed in the corner of every frame Clear and persistent branding is important for building brand awareness A striking color palette can drive ad recall, but legibility is paramount MOBILE CREATIVE BEST PRACTICES • Use no more than two messages – including the tagline • Text should take up less than 50% of the layout Short, focused messaging plays well in mobile’s small format Consumers respond to mobile ads that give them something back • Use at least one – but no more than two – bright colors • It can be difficult to read text against a dark background; however, white backgrounds may blend into site content • Offers with tangible value (coupons, games, usef ul information) can yield high impact • Interactive elements (like social integration) can be more engaging in rich media 31
    30. 30. Mobile Effectiveness: From Creative to Commerce NOVEMBER 13, 2013 @alirana
    31. 31. Mobile + Media + Health #MediaMix @KantarMediaHC
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