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AdReaction - Ghana
 

AdReaction - Ghana

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    AdReaction - Ghana AdReaction - Ghana Presentation Transcript

    • AdReaction – Africa Providing marketers with mobile insights  and a roadmap for navigating the mobile  landscape….  All to support brand growth. 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 NIGERIA SOUTH AFRICA CHINA KOREA** INDONESIA** FRANCE* GERMANY ITALY SPAIN TURKEY UK* *Quantitative only; **Qualitative only
    • Key Findings AT A G L A N C E 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
    • 4 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, 9/12; ****Source: Informa; *****Source: We are social 5 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 annually 55% 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 I’m 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 email 22% Calls 16% Texts 12% Apps 10% Music 14% Radio 3% Games 3% Video 2% Apps 19% (+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 BRANDS WELCOME ATTITUDES toward mobile marketing formats in this intimate space? 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? 11 11 12 13 13 14 17 19 19 22 23 30 43 48 48 23 42 Canada US Spain France Germany UK Turkey Italy Mexico China Brazil South Africa India Nigeria Kenya Global Average Africa Average VERY/SOMEWHAT FAVORABLE, % Sample: tablet users 9 16 18 22 28 25 28 26 19 30 29 35 51 39 55 29 43
    • 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 ads Online music players Local deals Games Websites/Microsites Direct mail Opt-in email ads Online ads with video Mobile ads Telemarketing Online search ads Product placement Social media ads Cinema ads Online display ads TV ads Radio ads Magazine ads Newspaper ads Billboard 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
    • 5 15 25 35 45 55 40 50 60 70 80 90 100 What’s driving advert favourability? Sample: smartphone users13 Mobile ad favorability vs. device importance MobileAdFavorability Having a mobile device makes me more efficient BRAZIL GERMANY FRANCE CANADA UK US MEXICO ITALY 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 I’m in 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 it’s done right. Mobile will offer an exchange of tangible value 3 Mobile will know who I am 21 Mobile will be competent
    • 16 AND CAN PLAY MANY ROLES MOBILE is FLEXIBLE IN THE MEDIA MIX
    • 17
    • Mobile ads have a greater impact on all brand metrics than online ads 18 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.
    • To an even greater extent in the relatively uncluttered African environment 19 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.
    • Huge variation in effectiveness between best and worst performing mobile display ads – Creative critical Source: Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012 Overall Mobile N=181 campaigns, n=127,191 respondents. Delta (Δ)=Exposed-Control20 Percent Impacted: Delta (Δ) Aided Brand Awareness Brand Favorability Purchase Intent Mobile Ad Awareness Message Association +16.3 +4.8 -4.3 +41.9 +17.3 +26.4 +10.1 -1.3 +14.3 +3.8 -5.2 +17.0 +4.3 -5.7 Mobile Best Performers Overall Mobile Performers Mobile Worst Performers -0.5
    • But the novelty factor has worn off in the developed markets with most metrics trending down... Africa has a window of opportunity
    • 11% 11% 20% 22% 16% 35% 45%Visited the brand website 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 Sent a message or a comment to the brand Posted the ad on my blog/profile Sample: smartphone and/or tablet users, AMAP and global averages22 Which of the following actions have you taken as a result of seeing a mobile ad? Nigeria Mobile display ads are just one element of a mobile campaign; use display to drive traffic to an optimized website for continued engagement Beyond brand impact and interaction, mobile ad exposure mostly drives mobile website visitation and brand recommendation.
    • What types of companies or brands would you most like to see delivering services or features for your mobile devices? Content – Fashion & Online shopping particularly popular in Nigeria, reflective of local cultures & preferences, with restaurants & QSR’s low Vs global Sample: smartphone and/or tablet users, AMAP & global averages23 Telecomm- unications 9% 10% 16% 18% 22% 25% 26% 29% 30% 31% 31% 35% 44% 48% 50% Quick service restaurants Local restaurants Retail stores Drink products/brands Automotive companies Food products/brands Hotels Banks/Financial services Airlines Newspapers or magazines Sports teams/leagues Technology companies Telecommunication companies Online shopping sites Fashion/Designers +24 +11 +19 +4 +7 -1 +4 -2 0 -1 +5 -1 -11 -22 -14 Nigeria Vs Global Online retail Fashion Designers
    • 24 The R.E.S.P.E.C.T PRINCIPLES for a brand’s MOBILE SUCCESS
    • 25 MOBILE WEBSITES, AND DISPLAY ADS MARKETING BEST PRACTICES for
    • Most kinds of mobile marketing can improve brand opinions if done well. LBM and deals unimportant in Africa – however this could be due to lack of familiarity with these types of marketing – limited use in Nigeria Sample: smartphone users, Nigeria and global averages : LBM = location based marketing 26 0% 12% 19% 20% 24% 32% 35% 39% 48% They send or display information specific to my geographical location (like locations of stores, promotions) They send or display deals or coupons They let me do something entertaining like play a branded game or listen to a free song They send or display information tailored to my interests (recipes / Sports Scores) They send the latest breaking product news They send me Facebook/ Twitter posts with links that work on my mobile device They offer an app for my mobile device Their mobile website makes it easy to download their app They have a good mobile website When using your mobile phone or tablet, what can improve your opinion of a brand? Vs Global +14 +10 +5 +12 -2 -5 -1 -23 -21 Nigeria
    • What makes a good mobile website? Ease of mobile search especially important in Nigeria Sample: smartphone users, Nigeria / Afriica and global averages27 Unique to screen Speed & display Targeted 13% 15% 18% 19% 24% 63% 68% 71% Includes location based features Looks better than the brand's regular desktop website More fun than the brand's regular desktop website Different features to the brand's regular desktop website Easier to use than the brand's regular desktop website Displays clearly on my mobile device Loads quickly Easy to find via mobile search -8 -6 -3 -9 Vs Global +24 +4 +10 -10 Nigeria
    • Mobile websites should be fast and functional 28 Simple is safest until network speeds improve What makes a good mobile website? don’t: feel compelled to outdo your online website forget mobile users are goal directed do: make it fast make it clean make it easy to use Balance entertainment with competence
    • 29
    • Mobile display ads need clear branding, communication and call-to-action 30 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
    • Favourable – if conditions are rightFavourable – if conditions are right Mobile Advertising – In A Nutshell 31 Ubiquitous mediumUbiquitous medium But under utilisedBut under utilised More impactful on key brand metrics than on-lineMore impactful on key brand metrics than on-line Drives traffic to websitesDrives traffic to websites Does have a role within the marketing mixDoes have a role within the marketing mix
    • Thank You For further information please contact: CHARLES FOSTER Regional Managing Director Africa & Middle East Millward Brown Cell + +27112027129 Email: Charles.Foster@millwardbrown.com