AdReaction 2012 – U.S. ReportMarketing in the Mobile World
AdReaction 2012 focuses on mobile marketing. Through                             this research, we provide marketers with ...
Over 10 years of AdReaction insightsAdReaction delivers insights and findings related to the opinions and perceptions of a...
Research Design                                  AdReaction 2012                                                          ...
Mobile typologies helped reframe ad effectiveness            Sample Cluster                                               ...
1.         Mobile devices are                          2.     Most users are tolerant of,            indispensable and inc...
MOBILE isINDISPENSABLE     USAGE is    ON THE RISE7
Mobile web is on the move globally           1.5                                      smartphones and tablets will be     ...
Mobile devices act as central hubs in our lives                Share of Time Spent                                    Shar...
They are work-life tools, particularly among mobile sophisticates     Overall                        Effectives     Sophis...
“I look to save money at And also personal tools                                                stores that I shop at and ...
However, mobile devices are not yet substitutes for computers     Overall                        Effectives     Sophistica...
Most users only open half of their apps regularly Of the apps installed on your mobile device, how many have you used in p...
People love their mobile devices       BEYOND        “I take my smartphone everywhere. Life collapses if I     ESSENTIAL  ...
Massive potential for growth in U.S. mobile marketing spend              11.7% OF    among U.S. consumers is now spent    ...
ARE BRANDS     WELCOME     in this intimate space?      ATTITUDES         towards mobile        marketing formats16
In 3 years, attitudes towards offline ad formats have shifted How would you characterize your attitude towards each of the...
Mobile marketing is improving but has a ways to go  How would you characterize your attitude towards each of the following...
Emerging digital formats show promise                                                        POSITIVE                     ...
Tablet users more receptive towards mobile ad formats                                                                   % ...
Audiences differ and have varying needs and expectations        MOBILE                                                    ...
Sophisticates are most receptive audience to mobile advertising How would you characterize your attitude towards each of t...
Younger respondents are more positive towards mobile ads How would you characterize your attitude towards each of the foll...
Men are more accepting of mobile advertising How would you characterize your attitude towards each of the following format...
Apple users are more receptive to mobile ad formats and in-app ads How would you characterize your attitude towards each o...
Mobile ad favorability is lower in the U.S. than around the world How would you characterize your attitude towards adverti...
Users have high expectations for mobile           1                       2                        3        Mobile        ...
How marketers meet user expectations impacts ad effectiveness AdIndex® for Mobile In-Market Ad Effectiveness Norms        ...
PRINCIPLES      forBRAND SUCCESS    IN THEMOBILE SPACE
Marketers need to respect mobile’s unique audience and platform                                                      SURPR...
Principle #1: Relevance         Mobile content needs to be tailored to both the target audience          AND the context w...
Users largely desire content from personally-relevant companies What types of companies or brands would you most like to s...
Principle #2: Engagement        Mobile provides opportunities to go deeper when users                    have moments of d...
Principle #3: Surprise & Delight             Mobile can put a smile on the face of your consumers                      wit...
Principle #4: Play to Mobile’s Strengths        Mobile plays a unique role in the wider media mix since it is both        ...
Principle #5: Exchange        Users are looking for something of value in return for marketers                        to a...
Relevant offers, like deals and coupons, are most valued                                                                  ...
Particularly among effectives and pragmatists       % Who Want to Get Deals or Coupons                   Be Sensitive to D...
Pragmatists are most willing to accept ads for free access                                              Overall     Sophis...
If users see what they want, their brand opinion will improve When using your mobile device, which of the following can im...
Principle #6: Competence        More than any other media, mobile marketing needs to be high               quality, extrem...
What makes a good mobile website?                                                                     Loads quickly       ...
What makes a good app?                                                                     Free to download               ...
Be mindful of resources: “rude” intrusion can damage brand perceptions When using your mobile device, which can damage you...
Principle #7: Time & Place        Mobile content needs to be tailored to when and where it is most                        ...
Users will offer location information to get right content and promotions     Overall         Sophisticates              E...
MOBILE            in the     MEDIA MIX     ANY BRAND EXPOSURE     CAN DRIVE CONSUMERS       TO MOBILE47
46% of users likely to take a mobile action based on  recommendations from friends or family  If I saw ___________, I woul...
Various brand touchpoints drive these audiences to mobile                                 Mobile-reliant Sophisticates are...
Mobile ad exposure mostly drives users to a brand’s website or search Which of the following actions have you taken as a r...
MARK ETING       BEST     PRACTICES          for       MOBILE      DISPLAY ADS,       WEBSITES,       AND APPS51
Mobile display ads need clear branding, communication and call-to-action What makes a good mobile display ad?       do:   ...
Mobile websites should be fast and functional What makes a good mobile website?       do:                               do...
Mobile apps must be easy to acquire and easy to use What makes a good mobile app?      do:                                ...
AdReaction is part of Millward Brown’s Changing Channels campaign, a series     of published insights helping marketers na...
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AdReaction 2012: Marketing in the Mobile World

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El estudio "AdReaction 2012: Marketing in the Mobile World" llevado a cabo por Millward Brown y Dynamic Logic en noviembre de 2012 destaca la influencia de los anuncios de televisión en usuarios de dispositivos móviles a la hora de realizar búsquedas, descargar aplicaciones y visitar webs de empresas.

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AdReaction 2012: Marketing in the Mobile World

  1. 1. AdReaction 2012 – U.S. ReportMarketing in the Mobile World
  2. 2. AdReaction 2012 focuses on mobile marketing. Through this research, we provide marketers with insights and a roadmap for navigating the mobile landscape – all to support brand growth. AdReaction As we become a more mobile-based society, it is clear 2012 that the relationships between consumers and their mobile devices are unique from other media. U N I T E D S TAT E S Mobile media presents new opportunities and challenges as marketers seek to engage with users persuasively, yet Marketing in the unobtrusively. Our analysis highlights mobile ad formats MOBILE that are successfully negotiating this balance – and how this compares with other digital and traditional advertising formats. In addition, we explore how consumers use and WORLD relate to their mobile devices, including smartphones and tablets. Finally, we explore how mobile can impact brand equity.2
  3. 3. Over 10 years of AdReaction insightsAdReaction delivers insights and findings related to the opinions and perceptions of advertising, specifically digitalformats. AdReaction 2012 combines quantitative analysis with a qualitative component and provides a deep-diveinto mobile and tablet advertising. ONLINE VS. TRADITIONAL SOCIAL MEDIA TRENDS DEEP DIVE ADREACTION MOBILE • Trending Data from 2009 Integrated Qual + Quant Analysis 2009 • 2003 2005 20072001 • Mobile & Tablet Deep Dive • Mobile Segmentation • Mobile Marketing Best Practices 2012
  4. 4. Research Design AdReaction 2012 - NEW IN 2012 - QUANTITATIVE QUALITATIVE Overall Ad Formats Deep Dive on Mobile Deeper Dive on Mobile Who: General Population Who: Smartphone / tablet Who: Smartphone / tablet users with a Online Audience users (n=800) positive affinity for mobile advertising (n=200) What: Mobile usage levels and What: Mobile advertising in the media mix What: Mobile usage levels and attitudes towards and mobile advertising best practices attitudes towards ads platform and ads How: 25 respondents – 1 week of blogging How: Online survey How: Online survey on IdeaBlog® and 15 60 –minute individual, in-depth interviews on uView4
  5. 5. Mobile typologies helped reframe ad effectiveness Sample Cluster 3 key typologies* drove attitudes and Analysis Revealed receptivity towards mobile ads MOBILE MOBILE MOBILE SOPHISTICATES EFFECTIVES PRAGMATISTS Tech savvy, mobile can Use mobile device as a tool View advertising as the replace computer; younger, for organizing life and necessary cost of free male household content5 * Two additional typologies emerged but due to low usage and receptivity, they are not the focus of this study
  6. 6. 1. Mobile devices are 2. Most users are tolerant of, indispensable and increasingly but not yet favorable central to our lives towards, brands in this intimate space Key Findings AT A G L A N C E3. There is a huge 4. Marketers need to improve 5. For marketers who use opportunity for mobile mobile perceptions by best practices, it’s proven communications and users meeting, then exceeding, user that ads, apps and websites are receptive when done expectations — and can build brands right delivering competent, targeted and valuable marketing6
  7. 7. MOBILE isINDISPENSABLE USAGE is ON THE RISE7
  8. 8. Mobile web is on the move globally 1.5 smartphones and tablets will be installed globally by mid 2013 - BILLION overtaking laptops and PCs* 37% in the number of global 3G subscribers GROWTH in the past year** 13% traffic comes via mobile - more than double last year; Mobile traffic share OF WEB already over 50% in India***8 *Source: Morgan Stanley Research; ** Source: Informa WCIS; *** Source: StatCounter Global Stats, 9/12
  9. 9. Mobile devices act as central hubs in our lives Share of Time Spent Share of Time Spent Smartphone Tablet Listening Watching to Music Video 4% 7% Playing Playing Talking Watching Games Games 18% Video 4% 10% 8% Surfing the Listening Web/Email to Music 35% 10% Social Texting Networking 16% 20% Social Networking 10% Surfing the Using Apps Web/Email Using Apps 14% 15% 29% Sample: smartphone and/or tablet users9
  10. 10. They are work-life tools, particularly among mobile sophisticates Overall Effectives Sophisticates Pragmatists 23% My mobile device is my primary tool for 63% organizing my work life 34% 4% 23% An increasing amount of my work is 52% accomplished through my mobile device 38% 14% Among all mobile users, 27% of smartphone usage and 26% of tablet usage is work related10 Sample: smartphone and/or tablet users
  11. 11. “I look to save money at And also personal tools stores that I shop at and sign up for things to get offers on my phone. I’m on the go all the time and out with my Overall Effectives family. I need access at my fingertips.” - Lauren Sophisticates Pragmatists 55% My mobile device is indispensable because 45% Im always on the go 34% 79% 35% My mobile device is my primary tool for 50% organizing my personal life 19% 74% 55% Having a mobile device makes me more 51% efficient 58% 85% 22% My mobile device is my primary tool for 44% organizing my household 5% 52%11 Sample: smartphone and/or tablet users
  12. 12. However, mobile devices are not yet substitutes for computers Overall Effectives Sophisticates Pragmatists 11% 63% Now that I have my mobile device, I dont really need a computer. 9% 4% Sample: smartphone and/or tablet users12
  13. 13. Most users only open half of their apps regularly Of the apps installed on your mobile device, how many have you used in past 30 days? Smartphone Tablet All All 5% 5% Most Most 17% 23% Hardly any 34% Hardly any 40% About half About half 38% 38% Sample: smartphone and/or tablet users13
  14. 14. 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 details, develop what I TALENTED want, check or do work; I have more freedom.” LIFE “I can get information anytime on any device, no matter where I am… it’s there 24/7…super human.” CHANGING 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.”14
  15. 15. Massive potential for growth in U.S. mobile marketing spend 11.7% OF among U.S. consumers is now spent on mobile devices* TIME JUST 1% is committed to mobile marketing* —OF AD SPEND same for U.S. and globally U.S. mobile ad spend predicted to NEARLY 5X grow from $2.3 billion (2012) to BY 2016 $10.3 billion (2016)*15 *Source: eMarketer
  16. 16. ARE BRANDS WELCOME in this intimate space? ATTITUDES towards mobile marketing formats16
  17. 17. In 3 years, attitudes towards offline ad formats have shifted How would you characterize your attitude towards each of the following formats of advertising?VERY/SOMEWHAT FAVORABLE AdReaction 2009 CHANGE AdReaction 2012 TV 47% +2 49% Magazine 44% -3 41% Cinema 40% -8 32% Billboard 36% -3 33% Newspaper 34% +6 40% Radio 34% +6 40% Product 28% 0 28% PlacementTelemarketing 4% +3 7%17 Sample: General Population Online Audience
  18. 18. Mobile marketing is improving but has a ways to go How would you characterize your attitude towards each of the following formats of advertising? VERY/SOMEWHAT FAVORABLE AdReaction 2009 CHANGE AdReaction 2012 Opt-In Email 27% +1 28%Online Display 24% -2 22% Online Video 22% -6 16%Ad-Supported 18% -2 16% GamesOnline Search 21% -5 16% Social Media 21% -8 13% Mobile 7% +2 9% Non-Opt-In 7% +2 9% Emails18 Sample: General Population Online Audience
  19. 19. Emerging digital formats show promise POSITIVE NEUTRAL NEGATIVE Localized or tailored deals 10% 22% 41% 10% 10% Brand websites or microsites 7% 21% 43% 14% 11% Brand posts in social newsfeeds 6% 21% 34% 14% 13% Ads on online music players 4% 7% 27% 20% 33% very favorable somewhat favorable neutral somewhat unfavorable very unfavorable Sample: General Population Online Audience19 Note: The above formats were not tested in 2009
  20. 20. Tablet users more receptive towards mobile ad formats % VERY/SOMEWHAT FAVORABLE Brand posts in social newsfeeds 18% 22% Mobile search ads 13% 16% SMS text 13% 17% Mobile display ads 12% 17% Mobile music player ads 11% 15% Mobile video ads 12% 17% In-app ads 12% 18% Augmented reality 10% 16% SMARTPHONE USERS TABLET USERS Question: How would you characterize your attitude towards each20 of the following formats of advertising on mobile devices?
  21. 21. Audiences differ and have varying needs and expectations MOBILE MOBILE MOBILE SOPHISTICATES EFFECTIVES PRAGMATISTS Tech savvy, mobile can replace Use mobile device as a tool for View advertising as the computer; younger, male organizing life and household necessary cost of free content Attitudes about Mobile Marketing: Attitudes about Mobile Marketing: Attitudes about Mobile Marketing: Want mobile advertising to be great; Want a tangible quid pro quo Tolerant of mobile, provided it’s they benefit form the experience relevant and value-add and the reward “I am always on the go and looking for “I know ads are a good thing because “My mobile is genius – the ads ways to save money.” they keep things free; sometimes they can be too.” benefit me.”21 * Two additional typologies also emerged, but due to their low usage and receptivity, they are not the focus of this study
  22. 22. Sophisticates are most receptive audience to mobile advertising How would you characterize your attitude towards each of the following formats of advertising on mobile devices? 47% Sophisticates Effectives Pragmatists 44% 41% 40% 39% 37% 37% 34% 25% 22% 19% 18% 17% 16% 15% 15% 14% 11% 10% 9% 9% 8% 7% 6% Mobile search Mobile video ads Mobile display SMS text ads Ads on mobile Brand posts in In-app ads Augmented ads ads music player social reality newsfeeds Sample: smartphone and/or tablet users22 Percentages reflect number of respondents who expressed ‘Very Positive’ or ‘Somewhat Positive’ attitudes
  23. 23. Younger respondents are more positive towards mobile ads How would you characterize your attitude towards each of the following formats of advertising on mobile devices? Positive Attitudes Towards Mobile Ads by Age 18-34 35-49 50+ 30% 24% 23% 22% 22% 22% 20% 20% 18% 13% 12% 11% 11% 10% 10% 8% 7% 4% 4% 3% 2% 2% 2% 1% Mobile search Mobile video ads Mobile display SMS text ads Ads on mobile Social In-app ads Augmented ads ads music player newsfeeds reality Sample: smartphone and/or tablet users23 Percentages reflect the number of respondents who expressed ‘Very Positive’ or ‘Somewhat Positive’ attitudes
  24. 24. Men are more accepting of mobile advertising How would you characterize your attitude towards each of the following formats of advertising on mobile devices? Positive Attitudes Towards Mobile Ads by Gender Male Female 19% 18% 16% 16% 16% 15% 15% 15% 13% 11% 10% 9% 8% 8% 8% 6% Mobile search Mobile video ads Mobile display SMS text ads Ads on mobile Social In-app ads Augmented ads ads music player newsfeeds reality Sample: smartphone and/or tablet users24 Percentages reflect the number of respondents who expressed ‘Very Positive’ or ‘Somewhat Positive’ attitudes
  25. 25. Apple users are more receptive to mobile ad formats and in-app ads How would you characterize your attitude towards each of the following formats of advertising on mobile devices? Positive Attitudes Towards Mobile Ads iPhone + iPad Users vs. Overall iPhone + iPad Other 24% 23% 22% 20% 20% 20% 18% 18% 18% 11% 11% 11% 10% 10% 10% 9% Mobile search Mobile video ads Mobile display SMS text ads Ads on mobile Social In-app ads Augmented ads ads music player newsfeeds reality Sample: smartphone and/or tablet users iPhone + iPad n=110; not iPhone + iPad n=69025 Percentages reflect the number of respondents who expressed ‘Very Positive’ or ‘Somewhat Positive’ attitudes
  26. 26. Mobile ad favorability is lower in the U.S. than around the world How would you characterize your attitude towards advertising on….? VERY/ SOMEWHAT FAVORABLE, % 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 11 926 Sample: smartphone users Sample: tablet users
  27. 27. Users have high expectations for mobile 1 2 3 Mobile Mobile Will Know Mobile Will Offer Will be Who I Am and an Exchange of Competent Target Accordingly Tangible Value And audiences are receptive to mobile marketing when it’s done right.27
  28. 28. How marketers meet user expectations impacts ad effectiveness AdIndex® for Mobile In-Market Ad Effectiveness Norms Mobile Best Performers Percent Impacted: Delta (Δ) Overall Mobile Performers Mobile Worst Performers +41.9 +26.4 +17.3 +17.0 +16.3 +14.3 +10.1 +4.8 +3.8 +4.3 -4.3 -0.5 -1.3 -5.2 -5.7 Aided Brand Mobile Ad Message Brand Purchase Awareness Awareness Association Favorability Intent Source: Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/201228 Overall Mobile N=181 campaigns, n=127,191 respondents. Delta (Δ)=Exposed-Control
  29. 29. PRINCIPLES forBRAND SUCCESS IN THEMOBILE SPACE
  30. 30. Marketers need to respect mobile’s unique audience and platform SURPRISE & RELEVANCE ENGAGEMENT DELIGHT PLAY TO EXCHANGE COMPETENCE STRENGTHS TIME & PLACE30
  31. 31. Principle #1: Relevance Mobile content needs to be tailored to both the target audience AND the context where they will most likely experience it. Dievas Watches (Mobile Display Ad) “I was on ablogtowatch.com reading a watch review when I saw this ad. I’ve never heard of Dievas before. This ad prompted me to research this new watch brand and I ended up purchasing one of their watches.” - Andrew31
  32. 32. Users largely desire content from personally-relevant companies What types of companies or brands would you most like to see delivering services or features for your mobile devices? Local restaurants 33% Retail stores 27% Local Food products/brands 22% Restaurants 33% Online shopping sites 19% Quick service restaurants 17% Sports teams/leagues 16% Newspapers or magazines 16% Retail Banks/Financial services 16% 27% Drink products/brands 15% Hotels 14% Airlines 13% Technology companies 11% Food Fashion/Designers 7% Products Telecommunication companies 6% 22% Automotive companies 5%32 Sample: smartphone and/or tablet users
  33. 33. Principle #2: Engagement Mobile provides opportunities to go deeper when users have moments of downtime. Dove (Mobile Display Ad) • Dove teases the promise of the perfect hairstyle and delivers with a hairstyle generator that invites people to explore • It is simple and delivers value beyond the brand33
  34. 34. Principle #3: Surprise & Delight Mobile can put a smile on the face of your consumers with every connection you deliver. Sam’s Club (Mobile Website + App) “I would have never considered Sam’s Club but it came up in the sponsored link when I did my search. I was so surprised at the quality of the website and the app was just amazing. Their app was like eye candy. I would seriously consider getting a membership based on how cool their app was, it made it so easy to shop.” - Angela34
  35. 35. Principle #4: Play to Mobile’s Strengths Mobile plays a unique role in the wider media mix since it is both portable and personal. Sephora (Mobile Website + App) • The mobile website has additional features such as a shopping list creator, GPS store locator and order tracker; the user interface is designed to be simpler and cleaner to display better in mobile • The mobile app has the same functionality as the website plus a “Try It On” tool and barcode35
  36. 36. Principle #5: Exchange Users are looking for something of value in return for marketers to access to their mobile phones. Pillsbury (Mobile Display Ad) “The smaller ad drew me in with their recipes. And, they are giving me something, not trying to sell me something.” - Sharon36
  37. 37. Relevant offers, like deals and coupons, are most valued Mobile coupons get 10 times Which of the following things would you like to see brands the redemption rate of delivering to your mobile device? traditional coupons. (Mobile Marketer, 2012) 44% DEALS & COUPONS 27% 27% 25% FREE INTEREST- TOOLS BASED LOCATION- 18% (e.g., INFO BASED LATEST 15% shopping (e.g., recipes, INFO lists, sports (e.g., store PRODUCT FUN reminders) scores) locations, NEWS FEATURES promotions) (e.g., branded game, song downloads)37 Sample: smartphone and/or tablet users
  38. 38. Particularly among effectives and pragmatists % Who Want to Get Deals or Coupons Be Sensitive to Discount from Brands Amount and Control of Offer “Starbucks, one dollar off Sophisticates 40% something I like, any size and any flavor.” - Angela Effectives 56% Pragmatists 58% Should Greater Intrusion Merit Greater Discount? “I was waiting for a specific text, when this came through and it made me a little annoyed. However, if the coupon was 50% or more I would like to get as a text.” - Sharon38 Sample: smartphone and/or tablet users
  39. 39. Pragmatists are most willing to accept ads for free access Overall Sophisticates Effectives PragmatistsMOBILE APPS ATTITUDE: Im happy to see ads in MOBILE WEBSITE ATTITUDE: Im happy to see ads onmy apps as long as the apps are free. mobile websites as long as the websites are free to access. 30% 28% 48% 50% 34% 35% 68% 57% “I know ads are a good thing because they keep things free; sometimes they benefit me and sometimes they don’t.” - Stacey39 Sample: smartphone and/or tablet users
  40. 40. If users see what they want, their brand opinion will improve When using your mobile device, which of the following can improve your opinion of a brand? They send or display deals or coupons 34% They have a good mobile website 23% Their website works well on my iPhone/iPad (no Flash content) 17% They send information tailored to my interests 16% They offer an app for my mobile device 16% They give me access to free tools 14% They send information specific to my location 14% Their mobile website makes it easy to download their app 11% They send the latest breaking product news 10% They let me do something entertaining 8% They send me Facebook/Twitter posts with links that work on my mobile device 5%40 Sample: smartphone and/or tablet users
  41. 41. Principle #6: Competence More than any other media, mobile marketing needs to be high quality, extremely functional and user friendly. Subaru (Mobile Website) • Subaru’s mobile website is simple, clean and quick to load. • With two taps, you get location-based deals.41
  42. 42. What makes a good mobile website? Loads quickly 59% Speed & Display: Fast, functional and Displays clearly on my mobile device 50% easy to find Easy to find via mobile search 32% Easier to use than desktop website 20% Unique to Screen: Offers different features than 13% Differentiates from desktop website desktop website Looks better than desktop website 13% More fun than desktop website 12% Targeted: Includes location-based features 16% Leverage location42 Sample: smartphone and/or tablet users
  43. 43. What makes a good app? Free to download 56% Acquisition: Quick to download 42% Free, quick and Easy to find in app store 22% easy to obtain Easy to find on brands website 17% Competent: Doesnt crash 53% Doesn’t crash, fail or Doesnt ask for a rating too often 36% overstep boundaries Works for all software versions 28% Clear: Clearly explains updates 32% Clear & comprehensive description in Description & updates app store 27% Easier to use than desktop website 20% Not too complex: Different features than desktop website 12% Apps not expected to Includes location based features 12% best online website Looks better than desktop website 11% More fun than desktop website 10%43 Sample: smartphone and/or tablet users
  44. 44. Be mindful of resources: “rude” intrusion can damage brand perceptions When using your mobile device, which can damage your opinion of a brand? Requesting too much 46% Biggest Disadvantages of Apps? personal info Sending me unwanted ads or posts 45% Drains my battery No way to opt-out of ads 45% 36% Slow or incompatible apps 38% Wants too A mobile website that 29% much info keeps promoting their app 19% Flash content that doesnt 24% work on my device Sending links that dont 21% work on my device Afraid my mobile Non-optimized mobile will be bombarded 17% website with ads 18% No app for my device 13%44 Sample: smartphone or tablet users and/or tablet users
  45. 45. Principle #7: Time & Place Mobile content needs to be tailored to when and where it is most likely to be consumed. Home Depot (Mobile App) • With Home Depot, people can scan QR or UPC codes in store and read product info or reviews or share or add to shopping list45
  46. 46. Users will offer location information to get right content and promotions Overall Sophisticates Effectives Pragmatists “I want something that will help me make a decision and meet me where I am at in my search.” - Michael 27%Im happy to share my location to 45% get more relevant services and 38% offers 36% 25%I would like to get info specific to 30% my geographical location (e.g., 32% store locations and promotions) 36%46 Sample: smartphone and/or tablet users
  47. 47. MOBILE in the MEDIA MIX ANY BRAND EXPOSURE CAN DRIVE CONSUMERS TO MOBILE47
  48. 48. 46% of users likely to take a mobile action based on recommendations from friends or family If I saw ___________, I would likely take a mobile action*:Recommendations 46% *AT LEAST ONE OF THE FOLLOWING ACTIONSTV Ad 38%Brand in Store Online 38%Brand in Store Offline 37% BRAND VISIT SEARCH WEBSITEPrint Ad 36%Event 33%Online Ad 33% DOWNLOAD LIKE/FOLLOW 30% APP BRANDBrand Post in Social NewsfeedRadio Ad 29%Billboard Ad 27%48 Sample: smartphone and/or tablet users
  49. 49. Various brand touchpoints drive these audiences to mobile Mobile-reliant Sophisticates are likely to engage with a brand on mobile after most forms of brand exposure *AT LEAST ONE OF THE FOLLOWING ACTIONSSOPHISTICATES BRAND VISIT Recommendations are the clear motivator SEARCH WEBSITE for this goal-directed audienceE F F E C T IVE S Recommendations and in-store brand DOWNLOAD LIKE/FOLLOW APP BRAND exposure drive Pragmatists to their mobile devices for more infoPRAGMATISTS *Sample: smartphone and/or tablet users 49 Quantitative data by segment available by request
  50. 50. Mobile ad exposure mostly drives users to a brand’s website or search Which of the following actions have you taken as a result of seeing a mobile ad? Visited the brand website 14% Searched for the brand 10% Clicked/interacted with ad 9% Looked for brand in a store 8% Downloaded brand’s app 7% Purchased the brand 7% Recommended it 5% Mobile display ads are just one element of a mobile campaign; use display to drive traffic to an optimized website for continued engagement50 Sample: smartphone and/or tablet users
  51. 51. MARK ETING BEST PRACTICES for MOBILE DISPLAY ADS, WEBSITES, AND APPS51
  52. 52. 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 clutter your ads with too much text or too offer a clear call-to-action many logos target as tightly as possible repurpose online creative only to leave it cropped make the ads interactive use intrusive formats unless context is and engaging highly relevant52
  53. 53. Mobile websites should be fast and functional What makes a good mobile website? do: don’t: make it fast, clean and feel compelled to outdo your easy to use online website keep the latest news on top forget mobile users are goal and tailor to the location directed minimize taps and resizing value entertainment over competence Simple is safest until network speeds improve53
  54. 54. Mobile apps must be easy to acquire and easy to use What makes a good mobile app? do: don’t: be relevant and free if crash (don’t be too resource intensive) possible clearly explain what you offer build one unless it will be used regularly and what you’ve updated offer users something in make it too complex return aim to surprise and delight ask for more than you need (e.g., so users come back personal information, updates)54
  55. 55. 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.55

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