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Millward Brown AdReaction 2012: Kenya
 

Millward Brown AdReaction 2012: Kenya

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    Millward Brown AdReaction 2012: Kenya Millward Brown AdReaction 2012: Kenya Presentation Transcript

    • AdReaction 2012 – Kenya ReportMarketing in the Mobile World
    • Conducted in 18 countries around the world including eightcountries in AMAP (five qual/ quant & three qual only) U.S. CANADA* FRANCE* SPAIN GERMANY TURKEY ITALY UK* CHINA KOREA** INDONESIA** MEXICO INDIA THAILAND** KENYA BRAZIL* NIGERIA SOUTH AFRICA2 *Quantitative only; **Qualitative only
    • T o say A F RIC A IS M OBILE Is an understatement3
    • Mobile - An Under Utilised Channel? Social The most Life ubiquitous Work Organiser consumer medium in Africa Info4
    • By way of a bit of background… 54% Kenyans access internet on handsets Feature In most cases, it is on feature phones which Phones are inexpensive, and have limited capabilities Channel When done well, Mobile as a channel is impactful *Source: Morgan Stanley Research; **Source: Informa WCIS;5 ***Source: StatCounter Global Stats, 9/12
    • Opportunity Tolerant 1. Mobile devices are increasingly 2. Interestingly, Kenyan consumers central to our lives, so there is are more favourable towards it huge opportunity to connect than those in other markets with consumers in this space Key Findings AT A G L A N C E Effective RESPECT Best Practice3. Mobile is highly effective at 4. We can learn from mistakes in 5. Marketers can use mobile brand building and also very other markets - demonstrate websites, apps and ads flexible - it can play a respect for the platform and to grow brands IF simple number of diverse roles in the audience best practice rules are the media mix applied more conscientiously6
    • What do we mean by Mobile Advertising? Simple SMS advert Websites Apps Ads More complex digital visuals It’s certainly not all about bright and shiny mobile apps7
    • the huge OPPORTUNITY MOBILE USAGE on the rise8
    • Mobile web is on the move 1.5 smartphones and tablets will be installed BILLION globally by mid 2013 – overtaking laptops and PCs* 37% in the number of global 3G subscribers in theGROWTH past year** 13% traffic comes via mobile – more than double OF WEB last year; Mobile traffic share already over 50% in India and 65% in Africa *Source: Morgan Stanley Research; **Source: Informa WCIS;9 ***Source: StatCounter Global Stats, 9/12
    • Key African Statistics100 BILLIONMobile Advertising Impressions are served 70% Egyptacross Africa annually 50% Nigeria 55% Ghana 54% KenyaAccess the internet via mobile phones 58% South Africa Data supplied by www.inmobi.com, Praeklet and head of Mobile at Google South Africa:Brett St Clair and On Device10 Research.
    • Mobile advertising and marketing is a real contender in Kenya1 Billion Mobile Advertisements are delivered to Kenyan surfers quarterly 45% Growth in the number of ads served at the end of 2012 www.inmobi.com www.inmobi.com11
    • 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 Location Based Advert Location Search Query 50% discount on lunch at Serena today Pizza – Lavington Or Relevant products and services within Hair Dresser – near to me a 2km radius of Upper Hill Possible – socio demographic data12 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 Extended exposure relative to TV and Radio Kenya Vs Global Mobile makes me more efficient 86% 10% +19 Indispensable - I’m always on the go 64% 22% +17Primary tool - organizing personal life 48% 36% +32 Primary tool - organizing work life 41% 37% +28 Primary tool - organizing household 26% 26% +4 Strongly Agree Somewhat Agree 14 Sample: smartphone and/or tablet users, AMAP and global averages
    • Essential And Much More! BEYOND “I take my phone everywhere. Life collapses if I forget ESSENTIAL it.” MULTI- “I listen to Kimani in the morning, pay my rent every TALENTED 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 “I took a short journey to my pocket.....found the CHANGING website, ordered and paid with M-PESA ....and didn’t have get stuck in the (traffic) jam!” TRULY “I thought the person who wrote the price comparison SMART sheets was reading my mind!” FUN “I feel like a wizard when I play and discover new things.”15
    • JUST 1% globally is committed to mobile marketing* OF SPEND Dramatic gap between proportion of time spent on mobile….and proportion of media spend dedicated to mobile16 *Source: eMarketer; **Source: Gartner Group
    • While mobile devices act as central hubs in our lives – limited commercial activity for Kenya Share of smartphone time spent(More than 30 Hours) Kenya Score (vs global average) (-7) (-6) (-2) (+4) Calling is just one component of usage Video 1% Games Social Music 2% 10% Networking Opportunities at multiple touch points 17%(-3) Apps 10% Social networking – fertile ground Web or email 19% Apps – not a great deal of relevant local Texts 19% (+3) activity for consumers in Kenya (+5) Calls Music, video, games - lower than global - 21% infrastructure (+6)17 Sample: AMAP average vs global average
    • Significant opportunity to connect and communicate more via mobile devices18 *Source: eMarketer; **Source: Gartner Group
    • ARE BRANDS WELCOME in this intimate space? ATTITUDES toward mobile marketing formats19
    • How do you What about Willing to feel about adverts in share your adverts on apps? location? your mobile?20
    • Kenyans – a tolerant bunch relative to global cousins Kenya Vs Global Happy to see ads on mobile 36% 29% 14% +24 websites - if access is free Happy to share my location to get 31% 27% 14% +24 more relevant services and offers Happy to see ads in my apps – if apps are free 23% 29% 21% +10 I enjoy playing Advertgames (games that incorporate ads/brands) 16% 21% 16% +14 Strongly Agree Somewhat Agree Neither Agree Nor Disagree21 Sample: smartphone and/or tablet users, AMAP and global averages
    • Half of all Favourable towards advertising on a users handset or tablet (Kenya) Much higher than in developed markets22 *Source: eMarketer; **Source: Gartner Group
    • How would you characterize your attitude towards advertising on mobile phones/ tablets? VERY/SOMEWHAT FAVORABLE, %AMAP Average 40Global Average 23 Limited activity Kenya 48 Nigeria 48 Information seekers India 43 South Africa 30 Brazil 23 Education & Entertainment Value China 22 Mexico 19 Italy 19 Turkey 17 Cluttered advertising environment UK 14 Germany 13 Poor quality communication France 13 Spam!23 Spain 12 Lack of respect for platform and audience US 11 Canada 11 High levels of fatigue Sample: smartphone users
    • If we look at mobile in the context of all other media…. How would you characterize your attitude towards advertising on….? VERY/SOMEWHAT FAVORABLE, % Non-Digital Digital Kenya Vs Global Kenya Vs Global TV ads +26 +18 77% Online search ads 57% Newspaper ads +30 52% +24 77% Online ads with videoSocial media news feeds 76% +34 +7 Opt-in email ads 52% Billboard ads 75% +27 +23 Mobile ads 46% Radio ads 73% +22 Telemarketing 45% +17 Magazine ads 68% +18 Games 45% +20 Social media ads 64% +31 Product placement 44% +6 Online display ads 62% +26 Direct mail 40% +8 Websites/Microsites 55% +20 Online music players 39% Local deals 51% +16 +7 Ads on tablets 33% Cinema ads 50% +9 - Non-opt-in email ads 13% -524 Sample: smartphone and/or tablet users, AMAP and global averages
    • What’s driving advert favourability? Mobile ad favorability vs. device importance Great fav in markets where users 55 agree, mobile = more efficient life NIGERIA KENYA 45 INDIA Mobile Ad Favorability 35 SOUTH AFRICA 25 BRAZIL CHINA Opportunity for products & services that MEXICO ITALY seek efficiency as part of their 15 GERMANY FRANCE UK SPAIN TURKEY proposition – e.g. Mobile Money, Mobile banking, Bills etc….e-commerce …. US CANADA 5 40 50 60 70 80 90 100 Having a mobile device makes me more efficient25 Sample: smartphone users
    • So ? Mobile puts you, the brand, in the palm of their hand What 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 - RESPECT26 *Source: eMarketer; **Source: Gartner Group
    • Global Kenya Irritation Novelty Saturation Limited Activity Move Fast! Strong Share of Voice Greater Advantage27 *Source: eMarketer; **Source: Gartner Group
    • USEREXPEC TA TION S for MOBILE ADVERTISING28
    • At their best, Mobile Ads are described in extremely positive terms 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 clumsy invasions - negative associations BULLY THIEF REBEL VAMPIRE “I hate it when ads “It just clicks and takes “Its rebellious, it Came to an ad that interfere with my online over my world” interrupts me while I promised to give me activity, asking me to play or work” 75% discount....to click something that is discover it was not a TV deal but a Salon unclear” spa”29
    • 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.30
    • MOBILE is FLEXIBLE AND CAN PLAY MANY ROLES IN THE MEDIA MIX31
    • Mobile ads have a greater impact on all brand metrics than online ads Percent Impacted (Δ) MOBILE ONLINE +4.8 Aided Brand +2.1 Awareness +17.3 Ad +4.0 Awareness +10.0 Message +2.2 Association +3.8 Brand +1.3 Favorability +4.3 Purchase Intent +1.2 Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,52532 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181 campaigns, n=127,191 respondents.
    • Even more so in an uncluttered environment Percent Impacted (Δ) MOBILE ONLINE +4.8 Aided Brand +2.1 Awareness +17.3 Ad +4.0 Awareness +10.0 Message +2.2 Association +3.8 Brand +1.3 Favorability +4.3 Purchase Intent +1.2 Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,52533 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181 campaigns, n=127,191 respondents.
    • Even more so in an uncluttered environment Percent Impacted (Δ) MOBILE ONLINE +4.8 Aided Brand +2.1 Awareness Even stronger amongst +17.3 Ad youth +4.0 Awareness • Stronger affinity with medium Message +10.0 +2.2 Association • Higher penetration amongst youth +3.8 Brand +1.3 Favorability +4.3 Purchase Intent +1.2 Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,52534 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181 campaigns, n=127,191 respondents.
    • Mobile display ads drive traffic to websites35 Sample: smartphone and/or tablet users, AMAP and global averages
    • Brand impact and interaction….and website visitation Which of the following actions have you taken as a result of seeing a mobile ad? Kenya Vs Global Visited the brand website 40% +7 Searched for the brand 40% +9 40% Clicked/Interacted with ad 35% +12 Looked for brand in a store 18% -1 Recommended the brand 17% +1 Sent ad to a friend 17% +5 Visited a site for similar brand 16% 0 Purchased the brand 14% 0 Searched for more11% from the same brand ads - Sent a message or 11% a comment to the brand - Posted the ad on 10%blog/profile my -36 Sample: smartphone and/or tablet users, AMAP and global averages
    • …but mobile ads are just one element of a mobile campaign Ensure an optimized website for continued engagement37 Sample: smartphone and/or tablet users, AMAP and global averages
    • Content - Tech/Telco particularly popular in Kenya – mirrors local activity What types of companies or brands would you most like to see delivering services or features for your mobile devices? Kenya Vs Global Online Technology companies 54% +22 retail Telecommunication companies 53% +28 Banks/Financial services 44% +13 Sports teams/leagues 40% +16 Fashion/Designers 37% +10 Banks/ Online shopping sites 35% -1 Financial Newspapers or magazines 31% -1 Hotels 30% +4 Food products/brands 29% +12 Automotive companies 29% +3 Local restaurants 26% -6 Telecomm- Airlines 24% -2 unications Drink products/brands 22% +3 Retail stores 21% -6 Quick service restaurants 13% -1038 Sample: smartphone and/or tablet users, AMAP & global averages
    • Content - Tech/Telco particularly popular in Kenya – mirrors local activity What types of companies or brands would you most like to see delivering services or features for your mobile devices? Kenya Vs Global Online Technology companies 54% +22 retail Telecommunication companies 53% +28 Banks/Financial services 44% +13 Sports teams/leagues 40% +16 Fashion/Designers 37% +10 Banks/ Online shopping sites 35% -1 Financial Newspapers or magazines 31% -1 Hotels +4 Wide open space in other categories – 30% Food products/brands no activity here 29% +12 Automotive companies 29% +3 Local restaurants 26% -6 Telecomm- Airlines 24% -2 unications Drink products/brands 22% +3 Retail stores 21% -6 Quick service restaurants 13% -1039 Sample: smartphone and/or tablet users, AMAP & global averages
    • Mobile Advertising – In A Nutshell Ubiquitous medium But under utilised Favourable – if conditions are right More impactful on key brand metrics than on-line Drives traffic to websites Does have a role within the marketing mix40
    • PRINCIPLES for a brand’s MOBILE SUCCESS41
    • What do we mean by Mobile Advertising? Websites Apps Ads Not about apps alone42
    • If we need a reason to believe…. 2, million unique transactions a day 25% of GDP M-PESA, Kenya Wallet Lifestyle Integrated into our lives43
    • Guinness VIP – A Mobile Success StoryGuinness Football Guinness VIP Challenge 24/7 RelevanceSocial Football Quiz How to evolve50,000 unique users beyond the Engaging content (live) that users can only find throughplaying the mobi game joining Guinness VIP Football Engagement platform for brand they Inviting & challenging know and love friends TV Season? Gives consumers a voice, through chat rooms, blogs and photo uploadsPlaying multiple games –social status and currency
    • The Role of Mobile? Expected to play a larger role than allothers in the mix in recruitment for the website
    • Guinness VIP TodayFive marketsLaunched 20101.5 million users100 million + page views300,000 blog comments20,000 user photos46
    • RESPECT for the mobile audience and platform will ensure a constructive future Relevance Surprise & Exchange Time & delight place Engagement Play to Competence strengths47
    • Relevance Offering relevant content throughout the life time of the website Guinness VIP, Kenya • Engaging content • Current, updated • Two way street – with blogs and comment sections, photo uploads • Simple, user friendly, extremely fast, responsive design48
    • Engagement 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 FB + Twitter Active moderator on the Contestant Info night of contest And Tusker Voting through mobile Brands Giving consumers a voice49
    • Engagement Social change initiatives find a home with digital too National Youth Summit, Kenya 2013 Youth 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 email50
    • Surprise & delight Put a smile on the face of your consumers with every mobile connection you deliver. Ndovu Special Malt, Mike Tembo Comic, Tanzania • 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.)51
    • Play to strengths of mobile 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 information52
    • Exchange Users are looking for something of value in return for access to their mobile phones. McDonalds, South Africa • 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 unique53
    • Competence Clear, functional and focused. Sierra• Mobile website• Clear• Fast• Easy to use• Relevant information for the mobile browser Top of the pyramid54
    • Text can be powerful too Opportunities at the bottom of the pyramid M-FARM, Kenya • 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 phone55
    • Multiple Applications Social change Brand Building TV Game Show – Tusker Project Fame Information – drive useage Service Provision - Airlines Rural economies – real time information on agri prices56
    • M A RK ET IN G BEST PRA C TIC ES for MOBILE WEBSITES, APPS AND DISPLAY ADS57
    • 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 improve58
    • Make apps easy to acquire and easy to use What makes a good mobile app? do: don’t: be free if possible crash (don’t be too resource intensive) clearly explain what you build one unless it will be used regularly offer, and what you’ve updated focus on ease of use make it too complex deliver something of valueBetter no app than a poor app59
    • 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 relevant60
    • More detailed AdReaction findings For further information on the AdReaction study in AMAP please contact: Chris.githaiga@millwardbrown.com 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. 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/mobile61
    • 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. VISIT WWW.MILLWARDBROWN.COM FOR MORE INFORMATION.62