Millward Brown AdReaction Africa - Marketing in the Mobile World

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  • 1. AdReaction – AfricaMarketing in the Mobile World
  • 2. Conducted in 18 countries around the world including threecountries in Africa U.S. CANADA* FRANCE* SPAIN GERMANY TURKEY ITALY UK* CHINA KOREA** INDONESIA** MEXICO INDIA THAILAND** KENYA BRAZIL* NIGERIA SOUTH AFRICA4 *Quantitative only; **Qualitative only
  • 3. Opportunity Toleration 1. Mobile devices are increasingly 2. However, while most consumers central to our lives, so there is will tolerate mobile marketing, and huge opportunity for growth in attitudes are more positive in Africa mobile communications than rest of world, few consumers are favorable toward it Key Findings AT A G L A N C E Effective Respect Best Practice3. Mobile is highly effective at 4. The industry can improve 5. Marketers can use mobile brand building and also very attitudes toward mobile websites, apps and ads flexible - it can play a marketing by demonstrating to grow brands IF simple number of diverse roles in greater respect for the best practice rules are the media mix platform and the audience applied more conscientiously5
  • 4. the hugeOPPORTUNITY MOBILE USAGE on the rise 6
  • 5. Mobile web is on the move 1.5 smartphones and tablets will be installed globally by mid 2013 – overtaking laptops and BILLION PCs* 37% in the number of global 3G subscribers in theGROWTH past year** 13% traffic comes via mobile – more than double last year; Mobile traffic share already over 50% OF WEB in India*** and 65% in Africa 0.8 mobile internet users in Asia at end of 2012****; BILLION same number of mobile subscribers in Africa*****. *Source: Morgan Stanley Research; **Source: Informa WCIS; ***Source: StatCounter Global Stats, 9/12;7 ****Source: Informa; *****Source: We are social
  • 6. Some key African statistics: 100 BILLION Mobile Advertising Impressions are served across Africa annually 57% OF PEOPLE ACCESS THE INTERNET VIA MOBILE PHONES IN SOUTH AFRICA, THIS IS 70% IN EGYPT, 55% IN GHANA, 54% IN KENYA AND 50% IN NIGERIA 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 AND ACCOUNT FOR 18% OF THE CONTINENTS GDP. Data supplied by www.inmobi.com, Praeklet and head of Mobile at Google South Africa:Brett St Clair and On Device 8 Research.
  • 7. Mobile advertising and marketing is a real contender inthe South African market: 20 Billion Mobile Advertising Impressions are served in South Africa annuallyThe average mobile web user in South Africa consumes over 6 hours of media daily. Mobile devices represent 30% of this time. 79% Of consumers are more or equally comfortable with mobile advertising vs. TV or online ads www.inmobi.com www.inmobi.com 9
  • 8. Mobile devices are indispensable efficiency tools, especially so in South Africa. They are key personal and business tools. Please indicate how strongly you agree or disagree with the following statements about your mobile device: South Africa average Vs Global Having a mobile device makes me more efficient 75% 18% +16 My mobile device is indispensable because I’m always on the go 53% 32% +15 My mobile device is my primary tool for organizing my personal life 54% 25% +28 Strongly Agree Somewhat Agree10 Sample: smartphone AFRICA and global averages
  • 9. People love their mobile devices BEYOND “I take my smartphone everywhere. Life collapses if I ESSENTIAL forget it.” MULTI- “My tablet allows me to see the details, develop what I TALENTED want, check or do work; I have more freedom.” LIFE “Living in Lagos is so stressful with all the traffic, I don’t have to stress myself moving from one shop to CHANGING the other when I can get online with my phone.” TRULY “I always have an answer; my smartphone makes me SMART feel like a hero when I solve problems.” FUN “I feel like a wizard when I play and discover new things.”11
  • 10. Mobile devices act as central hubs in our lives; SA users spend most time social networking and least time making calls! Share of smartphone time spent SA average (vs global average) (-4) (-5) Games (+6) 4% Video (+4) 3% Social Networking Music 19% 16% Web or email Apps 14% (-1) 15% Apps (+2) 19% Calls Texts 11% 15% (-4) (+1)12 Sample: AMAP average vs global average
  • 11. Massive potential for growth in mobile marketing JUST 1% globally is committed to mobile marketing* OF SPEND 2.5X mobile ad spend predicted to grow from BY 2016 $6.4 billion (2012) to $18.6 billion (2015)** ASIA Asia/ Japan already biggest region ($4.3bn in LEADING 2012) and rising fast (est. $9.5bn in 2016)**13 *Source: eMarketer; **Source: Gartner Group
  • 12. ARE BRANDS WELCOME in this intimate space? ATTITUDES toward mobile marketing formats14
  • 13. Most users will tolerate mobile ads; some more actively embrace them. Please indicate how strongly you agree or disagree with the following statements about your mobile device: SA average Vs Global Im happy to see ads on mobile websites as long as the websites 45% 21% 22% +15 are free to access Im happy to share my location to get more relevant services and offers 20% 26% 17% +7 Im happy to see ads in my apps as long as the apps are free 29% 22% 16% +2 I enjoy playing Advergames (games that incorporate ads/brands) 15% 15% 21% +12 Strongly Agree Somewhat Agree Neither Agree Nor Disagree15 Sample: smartphone SA and global averages
  • 14. Mobile ads are viewed more positively in Africa and India; attitudes to ads on tablets are generally also more favorable. How would you characterize your attitude towards advertising on mobile phones/ tablets? VERY/SOMEWHAT FAVORABLE, % Africa Average 42 43 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 9 Sample: smartphone users Sample: tablet users16
  • 15. However attitudes toward mobile ads (and digital in general) are less favorable than other media How would you characterize your attitude towards advertising on….? VERY/SOMEWHAT FAVORABLE, % Non-Digital Digital South Africa Vs Global South Africa Vs Global TV ads 67 +3 Websites/Microsites 41 +7 Radio ads 67 +16 Online search ads 40 +10 Cinema ads 64 +29 Opt-in email ads 40 +4 Direct mail 40 +18 Billboard ads 63 +9 Social media ads 39 +3Social media news feeds 59 +11 Games 37 +3 Magazine ads 55 +8 Online music players 35 +13 Newspaper ads 51 +3 Online ads with video 32 +4 Local deals 46 +15 Mobile ads 30 +12 Product placement 45 Telemarketing 30 +17 +7 Online display ads 44 Non-opt-in email ads 18 +14 +6 18 Sample: smartphone AFRICA and global averages
  • 16. Mobile ads can be associated with many positive archetypes COMPANION HERO MEDIATOR SERVANT “Offers information in “Offers help when I‟m “I can compare “All my „questions‟ about different ways like a in need” prices, features and the brand/product are solution provider” brands, before answered directly” deciding on what to buy” BUT if it invades clumsily, negative associations can prevail BULLY THIEF REBEL VAMPIRE “I hate it when ads “It steals the little space “Its rebellious, it “It enters your space, as interfere with my online I have on my screen” interrupts me while I if it were going to harm activity, asking me to play or work” your phone” click something that is unclear”20
  • 17. Users have high expectations for mobile 1 2 3 Mobile Mobile Mobile will offer an will be will know exchange of competent who I am tangible value And audiences can be receptive to mobile when it’s done right.21
  • 18. MOBILE isFLEXIBLEAND CAN PLAY MANY ROLES IN THE MEDIA MIX 23
  • 19. Mobile ads generally have more impact on all brand metrics than online ads Percent Impacted (Δ) MOBILE +4.8 Aided Brand +2.1 ONLINE Awareness +17.3 Ad +4.0 Awareness Message +10.0 +2.2 Association Brand +3.8 Favorability +1.3 Purchase +4.3 Intent +1.2 Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,52524 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181 campaigns, n=127,191 respondents.
  • 20. Beyond brand impact and interaction, mobile ad exposure mostly drives mobile website visitation and brand recommendation. Which of the following actions have you taken as a result of seeing a mobile ad? South Africa Vs Global Visited the brand website 34% -5 Clicked/Interacted with ad 30% +3 Looked for brand in a store 17% -2 Recommended the brand 16% +10 Visited a site for 6% similar brand -6 Sent ad to a friend 15% +3 Purchased the brand 11% +2 Mobile display ads are just one element of a mobile campaign; use display to drive traffic to an optimized website for continued engagement25 Sample: smartphone AFRICA and global averages
  • 21. Mobile users want content from many categories Fashion, telco’s and airline content particularly popular in South Africa; restaurants and automotive, less so What types of companies or brands would you most like to see delivering services or features for your mobile devices? South Africa Vs Global Fashion/Designers 45% +6 Fashion Banks/Financial services 44% +11 Designers Airlines 37% +14 Food products/brands 33% +4 Local restaurants 31% +2 Banking Telecommunication companies 30% -4 Technology companies 30% -6 Sports teams/leagues 30% +6 Retail stores 30% +15 Drink products/brands 29% +19 Online shopping sites 26% NA Airlines Newspapers or magazines 26% -7 Hotels 24% +2 Automotive companies 18% +3 Quick service restaurants 16% +227 Sample: smartphone AFRICA and global averages
  • 22. PRINCIPLES for a brand’sMOBILE SUCCESS 28
  • 23. RESPECT for the mobile audience and platform will ensure a constructive future Relevance Surprise & Exchange Time & delight place Engagement Play to Competence strengths29
  • 24. Relevance Mobile content needs to be tailored to both the target audience AND the context where they will most likely experience it. Matrix, India • Display ad for Matrix calling card featured in Times of India (news) application. Their mobile readership includes many frequent travellers • The ad gives more information about calling rates in different countries and is useful and relevant for those who travel often or who are planning to • The SIM visual and messaging connect strongly, so „30 minutes free calls‟ is likely to stick in mind30
  • 25. Engagement Mobile provides opportunities to go deeper when users have moments of downtime.McDonalds South Africa / Axe Fallen Angels – great engagementbut banned in South Africa32
  • 26. Surprise & delight Put a smile on the face of your consumers with every mobile connection you deliver. Naver, Korea • Naver is the number 1 local web portal site in Korea and apptoon is a popular web cartoon published serially on Naver. They created an apptoon-like ad in order to promote their own mobile smartphone app. Similar ads were also shown on TV. • Popularity of apptoon and a pre-existing association with Naver help drive engagement and branding of the mobile display ad. • Once downloaded the Naver app delivers a simplified layout and provides a service that has been optimized well for all mobile devices (different screen sizes etc.)33
  • 27. Play to strengths Mobile can play a unique role in the wider media mix since it is both portable and personal. Carling Black Label, South Africa • A unique one-off soccer match where fans could select the players and vote for substitutions in real-time via mobile devices • Event was promoted heavily in traditional media and over 10 million mobile votes were cast • Event generated huge interest • Mobile acted as the primary route to engage – it was the technical glue holding the entire campaign together34
  • 28. Exchange Users are looking for something of value in return for access to their mobile phones. Body Shop, Indonesia • Body Shop is already perceived positively, as an inspiring and quality product • This promotional ad is considered bold and simple yet impactful. It leaves consumers feeling excited & curious. Discounts especially attractive for a premium product • “This promo is exciting...I want to check what product the discount will be applied too..makes me curious and wanna shop now!” “Everyday discount...no other brand has offered this before...Body Shop is always different”35
  • 29. Competence More than any other media, mobile marketing needs to be clear, functional and focused. Ster Kinekor, South Africa • Ster Kinekor is a well known movie theatre chain in South Africa and they are the top result when consumers search for “movies” on mobile. • The mobile website has a clear, concise and straightforward interface . The site provides all essential functions for booking a movie. • Also easy to download their free app from the mobile website37
  • 30. Time & place Mobile content needs to be tailored to when and where it is most likely to be consumed. WhatSale, Thailand • WhatSale is a promotional app with location based features. It delivers timely information that can results in immediate response. • According to one of our research participants: “WhatSale is really good. This one time I was at the Circle Ratchaphruek with my friends and a notification popped up telling me about a promotion at an apparel store nearby. So I went in and got myself some clothes”38
  • 31. MARK ETING BESTPRACTICES for MOBILEWEBSITES, APPS AND DISPLAY ADS 39
  • 32. What makes a good mobile website? Ease of mobile search especially important in AFRICA AFRICA average Vs Global Loads quickly 73% +9 Speed & display Easy to find via mobile search 71% +24 Displays clearly on my mobile device 63% +10 Easier to use than the brands 26% -6 regular desktop website Looks better than the brands regular desktop website 15% -12 Unique to screen Different features to the brands regular desktop website 21% -2 More fun than the brands regular 0 22% desktop website Includes location based features 18% -5 Targeted41 Sample: smartphone users, AFRICA and global averages
  • 33. Mobile websites should be fast and functional What makes a good mobile website? do: don’t: make it fast feel compelled to outdo your online website make it clean forget mobile users are goal directed make it easy to use value entertainment over competence Simple is safest until network speeds improve42
  • 34. Make apps easy to acquire and easy to use What makes a good mobile app? do: don’t: be free if possible and crash (don‟t be too resource easy to find intensive) clearly explain what you build one unless it will be used offer, and what you‟ve updated regularly focus on ease of use feel compelled to make it too complex deliver something of value bite off more devices than you can chew (better no app than a poor app)44
  • 35. Mobile display ads need clear branding, communication and call-to-action What makes a good mobile display ad? do: don’t: clearly brand your creative show your brand only on a product shot make sure you have a clutter your ads with too much clear call-to-action text or too many logos make the ads interactive repurpose online creative only to and engaging leave it cropped target as tightly as use intrusive formats unless possible context is highly relevant46
  • 36. Opportunity Toleration 1. Mobile devices are increasingly 2. However, while most consumers central to our lives, so there is will tolerate mobile marketing, and huge opportunity for growth in attitudes are more positive in Africa mobile communications than rest of world, few consumers are favorable toward it Key Findings AT A G L A N C E Effective Respect Best Practice 3. Mobile is highly effective at 4. The industry can improve 5. Marketers can use mobile brand building and also very attitudes toward mobile websites, apps and ads flexible - it can play a marketing by demonstrating to grow brands IF simple number of diverse roles in greater respect for the best practice rules are the media mix platform and the audience applied more conscientiously48
  • 37. Thank You – Any questions? Please contact: Richard Stewart e. richard.stewart@millwardbrown.com t. 011 202 7000 Monique Leech e. monique.leech@millwardbrown.com t. 011 202 7000