Your SlideShare is downloading. ×
Millward Brown AME AdReaction Study 2013
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Millward Brown AME AdReaction Study 2013

1,229

Published on

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,229
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
55
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Mobile AdReaction Study Africa & the world By: Charles Foster – Millward Brown AME “All roads lead to mobile in Africa “ - Marketing in the Mobile World
  • 2. Mobile AdReaction Study 2 Marketing in the MOBILE WORLD Flow: 1. The size of the mobile opportunity… 2. How do individuals use and relate to smartphones and tablets. 3. Exploring the roles that mobile can play in the marketing mix. 4. Rules of engagement that mobile marketers need to RESPECT in order to be successful. 5. Best practice guidance for delivering effectively in the mobile world. AFRICA OVERVIEW
  • 3. Conducted in 18 countries around the world for the past 5 years, including three countries in Africa for the 1st time in 2012 5 MEXICO U.S. CANADA* BRAZIL* INDIA THAILAND** KENYA NIGERIA SOUTH AFRICA CHINA KOREA** INDONESIA** FRANCE* GERMANY ITALY SPAIN TURKEY UK* *Quantitative only; **Qualitative only : 6,000 quant interviews – CAWI + mobile in Africa & India
  • 4. Key Findings AT A GLANCE 6 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
  • 5. 7 the huge OPPORTUNITY MOBILE USAGE on the rise
  • 6. Mobile is on the move *Source: Morgan Stanley Research; **Source: Informa WCIS; ***Source: StatCounter Global Stats, 9/12; ****Source: Informa; *****Source: We are social 8 1.5 BILLION smartphones and tablets will be installed globally by 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*****.
  • 7. Some key African statistics: Data supplied by www.inmobi.com, head of Mobile at Google South Africa: On Device Research. 9 100 BILLION Mobile Advertising Impressions are served across Africa annually 50% OF PEOPLE ACCESS THE INTERNET VIA MOBILE PHONES IN NIGERIA, 70% IN EGYPT, 55% IN GHANA, 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. Africa Research industry - mobile Mobile Vs Toothbrushes!
  • 8. 10 Mobile devices are seen as indispensable efficiency tools, especially so in Africa. Both personal and business tools. Please indicate how strongly you agree or disagree with the following statements about your mobile device: 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 Africa Global Strongly Agree 80% 33% 60% 30% 47% 21% 38 % 62 % 78 % 33 % 24 % 15 % Strongly Agree Somewhat Agree 54 % 53 % 75 % 25 % 32 % 18 % 48 % 64 % 88 % 35 % 23 % 8% 33 India: 44% France:11% Brazil: 44% China:9% Turkey: 24% Canada:8%
  • 9. 18 % 14 % 11 % 16 % 16 % 13 % 13 % 12 %Reading Texts Social Networking Web or emails Calls Mobile devices act as central hubs in our lives; users spend more time social networking texting & on mail than making calls. 12 Social Networking 19% Web or email 14% Calls 11% Texts 15% Apps 15% Music 16% Banking 3% Games 4% Video 3% Share of Smartphone time spent in Africa (vs Global average) (+6) (+2) (-5) (+2) (+4) (na) (-6) (-5) (0) *Nigeria: 16% *Kenya:18% 14 % 14 % 13 % 14 % 15 % 13 % 12 % 11 % 121212 *Nigeria: 12% *Kenya:16%
  • 10. Massive potential for growth in mobile marketing… *Source: eMarketer; (Display only)**Source: Gartner Group13 JUST1% OFSPEND globally is committed to mobile marketing* 2.5X BY2016 mobile ad spend predicted to grow from $6.4 billion (2012) to $18.6 billion (2015)** ASIA LEADING Asia/ Japan already biggest region ($4.3bn in 2012) and rising fast (est. $9.5bn in 2016)**
  • 11. ARE BRANDS WELCOME ATTITUDES toward mobile marketing formats in this intimate space? 14
  • 12. Most users will tolerate mobile ads; some more actively embrace them, but in Africa we’re much more positive towards them Sample: smartphone SA and global averages15 Please indicate how strongly you agree or disagree with the following statements about your mobile device: 30 % 51 % 46 % 66 % 21 % 16 % 17 % 22 % 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 38 % 49 % 58 % 66 % 18 % 13 % 15 % 15 % 39 % 50 % 46 % 66 % 25 % 17 % 23 % 19 % Strongly Agree / Somewhat Agree Neither Agree Nor Disagree Africa Global Strongly Agree / Somewhat Agree 66% 42% 50% 38% 50% 41% 36% 27% India: 56% Canada: 12% China/Turkey: 39% Canada: 28% India: 59% Canada: 24%
  • 13. Mobile ads are viewed more positively in Africa and India; attitudes to ads on tablets are generally also more favorable. But… Sample: smartphone users 16 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 Phones Tablet
  • 14. Telemarketing Games Direct mail Product placement Local deals Newspaper ads Magazine ads Billboard ads Cinema ads Radio ads TV ads 17 VERY/SOMEWHAT FAVORABLE, % Non Digital How would you characterize your attitude towards advertising on….? Attitudes toward advertising on ‘non digital’ media are generally reasonably favourable. Africa Global 71 51 69 51 58 41 69 48 64 50 65 47 46 44 47 38 41 32 41 25 41 28 30 37 40 45 46 51 55 63 64 67 67 43 47 37 46 56 78 70 75 52 75 80 50 40 45 51 35 67 67 70 58 66 65
  • 15. Non-opt-in email ads Mobile ads Online ads with video Online music players Games Social media ads Opt-in email ads Online search ads Websites/Microsites Online display ads Social media news feeds 18 How would you characterize your attitude towards advertising on….? However attitudes toward mobile ads (and digital in general) are less favorable than other media channels Africa Global 69 42 57 36 48 36 50 39 47 45 53 33 41 25 37 23 45 28 42 23 18 1818 30 32 35 37 39 40 40 41 44 59 13 48 55 42 47 65 53 59 58 64 75 22 48 47 34 40 56 47 50 45 62 72 VERY/SOMEWHAT FAVORABLE, % Digital 18 111888USA dislikes the most: 9%
  • 16. 5 15 25 35 45 55 40 50 60 70 80 90 100 What’s driving advert favourability? Sample: smartphone users19 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 fav 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 ….
  • 17. Qualitative 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” 20 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
  • 18. 23 AND CAN PLAY MANY ROLES MOBILE is FLEXIBLE IN THE MEDIA MIX
  • 19. Mobile ads have a greater impact on all brand metrics than online ads & are even higher than this in Africa 24 MOBILE ONLINE +2.1 +4.0 +2.2 +1.3 +1.2 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. Percent Impacted (Δ) Aided Brand Awareness Brand Favorability Purchase Intent Ad Awareness Message Association +5.1 +17.3 +9.9 +2.5 +3.4
  • 20. But the novelty factor has worn off in the developed markets with most metrics trending down... Africa has a window of opportunity
  • 21. 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-Control26 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
  • 22. 11 % 11 % 2 0 % 22 % 16 % 35 % 45 % Sample: smartphone and/or tablet users, AMAP and global averages27 Which of the following actions have you taken as a result of seeing a mobile ad? 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. Africa Global 41 33 33 22 18 19 19 15 17 12 11 16 13 14 16 % 15 % 16 % 18 % 2 0 % 36 % 44 % 11 % 6 % 15 % 16 % 17 % 30 % 34 % 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 166 India: 46%
  • 23. 28 Sample: smartphone AFRICA and global averages What types of companies or brands would you most like to see delivering services or features for your mobile devices? Mobile users want content from many categories Fashion, telco’s and airline content particularly popular in South Africa; Tech/Telco particularly popular in Kenya – mirrors local activity, whilst Retail & QSR's are low & well below global averages ; Fashion & Online shopping particularly popular in Nigeria, reflective of local cultures & preferences, with restaurants & QSR’s low Vs global Sample: smartphone AFRICA and global averages Quick service restaurants Automotive companies Hotels Newspapers or magazines Online shopping sites Drink products/brands Retail stores Sports teams/leagues Technology companies Telecommunication companies Local restaurants Food products/brands Airlines Banks/Financial services Fashion/Designers 16 18 24 26 26 29 30 30 30 30 31 33 37 44 45 12 31 29 32 37 22 22 39 58 58 27 30 23 46 38 9 22 26 31 48 18 16 31 35 44 10 25 30 29 50 Africa Global 44 26 40 31 30 26 29 26 23 32 44 25 41 31 33 24 23 27 23 19 37 37 30 32 26 26 24 17 12 23
  • 24. 30 The R.E.S.P.E.C.T PRINCIPLES for a brand’s MOBILE SUCCESS
  • 25. Relevance Engagement Surprise & delight Play to strengths Exchange Competence Time & place RESPECT for the mobile audience and platform will ensure a constructive future 31 and platform
  • 26. 32 MOBILE WEBSITES, AND APP’S MARKETING BEST PRACTICES f o r
  • 27. Most kinds of mobile marketing can improve brand opinions if done well. ‘Deals’ less important in Africa possibly due to lack of familiarity with this types of mobile marketing activity When using your mobile phone or tablet, what can improve your opinion of a brand? They let me do something entertaining like play a branded game or listen to a free song They send or display information specific to my geographical location (like locations of stores, promotions) They send the latest breaking product news They send me Facebook/ Twitter posts with links that work on my mobile device They send or display deals or coupons They offer an app for my mobile device Their mobile website makes it easy to download their app They have a good mobile website 12% 24% 15% 22% 26% 37% 40% 47% 18% 20% 33% 31% 32% 43% 47% 44% 19% 13% 20% 24% 34% 35% 41% 48% Africa Global 46 34 43 29 38 30 31 35 26 20 23 26 19 21 16 20
  • 28. What makes a good mobile website? Ease of mobile search especially important in Africa Unique to screen Speed & display Targeted 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… Easier to use than the brand's regular desktop website Displays clearly on my mobile device Loads quickly Easy to find via mobile search 15 14 24 23 22 58 73 65 Africa Global 71 47 73 64 63 53 26 32 21 25 22 21 15 24 18 23 25 17 23 22 33 69 78 76 13 15 18 19 24 63 68 71 34 32222 India: 49%
  • 29. Mobile websites should be fast and functional 35 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
  • 30. 59 79 49 51 36 42 48 47 25 29 17 21 23 Not too complex What makes a good app? Ease of acquisition especially important in Africa Sample: smartphone and/or tablet users, AMAP / AFRICA and global averages36 Easy to acquire Competent Clear Africa Global 65 59 77 54 43 31 43 32 33 35 35 38 40 47 39 32 20 23 22 27 16 18 19 19 16 19 75 77 39 37 32 30 34 34 22 15 18 19 14 60 74 40 40 32 33 39 35 14 21 12 16 11 It is free to download It is quick to download It is easy to find on the brand’s website It is easy to find in my device’s app store It doesn’t bug me for a rating too often It works for all software versions It doesn’t crash It has a clear and comprehensive description in the app store It offers different features than the brand’s regular desktop website It is easier to use than the brand’s regular desktop website It looks better than the brand’s regular desktop website It is more fun than the brand’s regular desktop website It includes location based features 32 France: 21% 47 US: 53%
  • 31. Make apps easy to acquire and easy to use 37 What makes a good mobile app? don’t: crash (don’t be too resource intensive) build one unless it will be used regularly feel compelled to make it too complex bite off more devices than you can chew (better no app than a poor app) do: be free if possible and easy to find clearly explain what you offer, and what you’ve updated focus on ease of use deliver something of value
  • 32. Key Findings AT A GLANCE 38 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

×