I’ve seen several studies challenging consumer readiness. The reality is that in context consumers are already highly accepting of mobile advertising. This is a core measure that will be trended globally across all 14 countries to track the changing dynamic.Most interesting about this first finding is the fact that is substantiates our qualitative POV that EU is healthiest market in the world. Relative to US, top box is substantially higher and bottom box substantially lower. Its clear the consumer experience is better and it supports our POV on Europe at a macro level.
Even more important is the fact that consumers are clearly more accepting than we anticipated. With top-2-box per country ranges in EU at 67% to 70% so far, mobile is ~ 20 pts higher than PC search and web at similar stages of tracking in the late 90’s. This is one of several findings suggesting consumers are ahead of brands when it comes to mobile advertising readiness.
Mobile advertising appeals broadly, but is especially valued by men. This is the exact opposite of fixed PC. Also, the difference between US and EU market is driven by women and age 45+ demos which were much lower in the US than in the EU. Clearly these demos drive the difference in overall acceptance levels between the two regions.
Gender differences are highly consistent. One interesting point emerging here is France. We know this market has some of best brands and publishers embracing mobile and are starting to see this fact show up in our data. Other EU countries may want to look to France first for best practices- an interesting perspective to explore.
To help provide context, we pushed many consumer through a reality check. If you don’t like ads, you will pay for content somehow. When consumers are aware of this value exchange, they often become more accepted as we show here. What is MOST compelling is not the free apps or lower cost cell phone bill – but well targeted ads. This is a macro trend in the study and in digital advertising in general whereby consumers value real information and content generally ahead of cost savings.
This data moves us to the next phase of understanding. What are the perceived benefits of past mobile ads seen? Here we see our next data point re: the broad value of mobile advertising across all aspects of “the funnel from branding to conversion or price offers. The reality is that consumers see a broad array of benefits to mobile ads, but the top of funnel attribute “Introduced you to something new” was a clear winner based on existing experience. This contradicts the industry perspective that free content and coupons are the main tools of mobile. Top tier brands should incorporate mobile burst campaigns as a must buy element of their media strategy. This is one the most important findings in the study. Also of note is the relatively weak performance on LBS related tech. While this is one of mobile great promises, its not at scale today. Note this is not preventing consumers from seeing benefits today.
We are into low samples on this slide, so proceed with caution. That said, when we review these data at a market level – a number of interesting issues emerge:Spain in generally low. As we mentioned, this market struggles relative to FR, UK, and DE in terms of Telcos, Privacy, Smart Phone, and Tech. The results are a relatively weak experience for consumers.The US relative to EU has a much broader set of benefits. This is most likely a function of targeting, including location, that tend to provide value for attributes like remind of something important, help me find something nearby, or being relevant to what I am doing.
Here we have our first view by brand. Its interesting to see how the “new information” benefit shows up for the auto creative. This is a clear indication on our earlier conclusion re: new product/new message burst campaigns with broad reach and frequency. Also interesting is the fact that US interest was lower in most instances. 61% for Hotel 58% for Electronic, 75% for Auto, and 68% for Movie. Again, brand strength may drive differences making cross country comparison more difficult.
Probably one of the most interesting and important findings. Appeal of CTA lines up with the broadusage of the phone. We see the vast majority of brands enter mobile with PC banners converted to mobile. Its up to us to help make the workflow better, but one can easily understand why “mobile is not PC” in this slide. Treating it that way takes its many dimensions of creative opportunity off the table.
Understanding the gender appeal of calls to action is key to best practices in mobile. The hesitation on CTA among women is present in every country researched so far. Also the relative importance of purchase and viral is similar across ALL regions. One interesting difference relative to US is the content aspect – which is extremely low for EU women relative to US women.
Age is another dimension on CTA. Net net – we begin to see a web of testing that is required to get these details nailed down for your brand and category. Will also see how unlikely “macro” trends are to hold at a brand, country, even campaign level.
InMobi ad:tech London 21st September 2010
A Global Consumer View of Mobile Advertising:Preliminary European ResultsRob JonasSeptember 2010<br />In partnership with:<br />
2<br />THE INMOBI STORY<br />Who We Are<br />THE WORLD’S MOBILE AD NETWORK<br />ESTABLISHED GLOBAL MOBILE PLAYER<br />Funded by Kleiner Perkins Caufield & Byers and Sherpalo Ventures.<br />Over 21.2 Billion impressions monthly in 115 countries.<br />150+ EMPLOYEES PROVIDES LOCAL SUPPORT<br />WE’VE SEEN THE PRESENT<br />Mobile is the ONLY screen in emerging markets. We started there and are here now.<br />San Francisco, <br />Singapore, London,<br />Japan, India,<br />South Africa<br />MOBILE EXPERTISE MATTERS<br />10/6/10<br />
70% of Europeans already embracing the benefits of mobile advertising.<br /><br /><br />5 pts. vs. U.S.<br />4 pts. vs. U.S.<br />Base = Total respondents (n=894)<br />Q3. How comfortable are you with mobile advertising? <br />7<br />
Comfort levels are much higher than anticipated and suggest consumers are ahead of advertisers.<br />Level of Comfort with Mobile Advertising<br />EU Top 2 Box – 68%<br />Base = Total respondents (EU=894; US=4,399; UK=449; Spain=200; France=85*; Italy=154); *Caution: Small sample size<br />Q3. How comfortable are you with mobile advertising? <br />8<br />
Women are less enthusiastic than men. Interestingly this is exactly the opposite of fixed web.<br />Level of Comfort with Mobile Advertising<br /><br /><br />53% in U.S.<br />51% in U.S.<br />Base = Total respondents (n=894)<br />Q3. How comfortable are you with mobile advertising? <br />9<br />
Gender differences are highly consistent across the four European countries studied so far.<br />Level of Comfort with Mobile Advertising<br />% Top 2 Box Rating<br />Male<br />EU Top 2 Box – 73%<br />Female<br />EU Top 2 Box – 62%<br />Insufficient Sample Size <br />Base = Total respondents (US=4,399; UK=449; Spain=200; France=85; Italy=154)<br />Q3. How comfortable are you with mobile advertising? <br />10<br />
Mobile ad relevance trumps “free” by a wide margin and is a consistent digital media finding. <br />Willingness to Have Ads on Phone<br />Base = Control respondents (n=154)<br />What if scenarios presented:<br />Q5. With ads on your phone::you get free apps; Without ads: you pay for those apps; <br />Q6. With ads: your phone bill is reduced by 10%; Without ads: you pay the regular price; <br />Q7. All the ads on your phone are personalized to you in a helpful way? For example, you travel to a new city and an ad gives you a coupon to a local restaurant; Are you more willing to have ads on your phone?<br />11<br />
Major brands should incorporate burst campaigns as a must buy element of their media strategy.<br />Base = Control respondents (n=154)<br />Q4. Has a mobile ad ever…? [check all that apply]<br />12<br />
Market differences are significant and probably related to macro issues.<br />Benefits of Mobile Advertisements Seen in the Past<br />Base = Control respondents (EU=143; US=1,506; UK=72*; Spain=35*)<br />Q4. Has a mobile ad ever…? [check all that apply]<br />13<br />
Automotive results are another clear signal of the need for high reach and frequency burst campaigns.<br />Major Hotel Brand<br />Movie<br />Release<br />Consumer Electronic<br />Automotive<br />Base = Test respondents (Best Western=213; Disney=145; Nokia=179; Honda=203)<br />Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]<br />14<br />
Interest is generally dispersed and likely linked to the increasingly broad usage of the device itself.<br />Base = Test respondents (n=740)<br />Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click]<br />15<br />
Gender differences are strong evidence of the need to consider the personal nature of the device in creative.<br />Mobile Ads Consumers Would Click On<br />Male<br />Female<br />Base = Test respondents (Male=586; Female=154)<br />Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]<br />16<br />
Age differences further illustrate the point. Multiple CTAs are needed for a campaign to perform.<br />Mobile Ads Consumers Would Click On<br />Under 25<br />25 - 44<br />45+<br />Base = Test respondents (Under 25=439; 25 – 44=269; 45+=32*); *Caution: small sample size.<br />Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]<br />17<br />
18<br />Implications & Next Steps<br /><ul><li> Agencies and brands are invited to test and replicate this study. We can help.
Analysts are encouraged to engage and go deeper. Take it places we can’t go alone.</li></li></ul><li>A Global Consumer View of Mobile Advertising:Preliminary European ResultsRob JonasSeptember 2010<br />In partnership with:<br />