The iPad as an Advertising Vehicle:The Consumer Perspective<br />Michael Haggerty<br />SVP, US Director of Research and Ma...
Understand the consumer to win<br />2<br />1<br />Tablet Usage<br />2<br />Mindsets and Personas<br />3<br />Response to T...
Proprietary sources<br />3<br />Universal McCann’s <br />2011 Media in Mind Study<br />Universal McCann’s <br />2011 C.A.T...
Tablet Usage<br />4<br />
Tablet ownership / Intent to purchase<br />We predict women will drive tablet growth in 2011<br />Source: UM Media in Mind...
Reasons for purchasing tablets<br />Women want the portability<br />Men want the gadget<br />Source: UM Media in Mind<br />
Daily usage & sharing<br />Frequently Used<br />Frequently Shared<br />How Often do You Use Your iPad?<br />How Many Peopl...
Paying for & downloading apps:Many and mostly free<br />How many apps have you paid for?<br />Men are 40% more likely to p...
Interest in magazine subscriptions as iPad editions<br />65%want their magazines on iPad<br />Thinking about the magazines...
Top three words or thoughts when using your iPad…<br />Source: UM/Time Inc NeurometriciPad Study<br />
A fun way to learn and pass the time<br />Less about self-expression and connectivity<br />Source:  UM Channel Allocation ...
Mindsets and Personas<br />12<br />
By the numbers: Tablet owners<br />Is this group really so cohesive?<br />What about fanboys?<br />What about women?<br />...
TotaliPad Owners<br /> Values<br /><ul><li>Organization &    Convenience
 Self-image &   Personality
 New Ideas</li></ul>Attitudes<br /><ul><li>Design
 Technology
 Electronics purchasing</li></ul>K-means segmentation(statistical process that clusters naturally occurring mindsets)<br /...
TotaliPad Owners<br />3 iPad owner mindsets emerge…<br />
3 iPad owner mindsets emerge…<br />“Susan”<br />The Simplicity Craver<br />“Dan”<br />The Family Enabler<br />Age 44<br />...
3 Different types of iPad owners<br />Family Enabler<br />On-Demand Lifestyler<br />Simplicity Craver<br />Trend setter<br...
Why should we care?<br />18<br />Family Enabler<br />On-Demand Lifestyler<br />Simplicity Craver<br />Because Susan turns ...
Response to Tablet Advertising <br />19<br />
High<br />High<br />Drawn In<br />Processing<br />Highly engaged and interested<br />Thinking hard or frustrated<br />Cogn...
Upcoming SlideShare
Loading in...5
×

1030 tablet michael haggerty

1,302

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,302
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
21
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

1030 tablet michael haggerty

  1. 1. The iPad as an Advertising Vehicle:The Consumer Perspective<br />Michael Haggerty<br />SVP, US Director of Research and Marketing Accountability<br />Universal McCann<br />1<br />
  2. 2. Understand the consumer to win<br />2<br />1<br />Tablet Usage<br />2<br />Mindsets and Personas<br />3<br />Response to Tablet Advertising<br />Behaviors<br />Cohorts<br />Advertising Needs<br />
  3. 3. Proprietary sources<br />3<br />Universal McCann’s <br />2011 Media in Mind Study<br />Universal McCann’s <br />2011 C.A.T. Study<br />Universal McCann& Time Inc. <br />Neurometric Responseto Advertising in iPad Magazines<br />
  4. 4. Tablet Usage<br />4<br />
  5. 5. Tablet ownership / Intent to purchase<br />We predict women will drive tablet growth in 2011<br />Source: UM Media in Mind<br />
  6. 6. Reasons for purchasing tablets<br />Women want the portability<br />Men want the gadget<br />Source: UM Media in Mind<br />
  7. 7. Daily usage & sharing<br />Frequently Used<br />Frequently Shared<br />How Often do You Use Your iPad?<br />How Many People Use Your iPad?<br />Source: UM/Time Inc NeurometriciPad Study<br />
  8. 8. Paying for & downloading apps:Many and mostly free<br />How many apps have you paid for?<br />Men are 40% more likely to pay for apps<br />Tablet owners download an average of 18 apps<br />Source: UM/Time Inc NeurometriciPad Study; UM Media in Mind<br />
  9. 9. Interest in magazine subscriptions as iPad editions<br />65%want their magazines on iPad<br />Thinking about the magazines you presently subscribe to, how likely are you to get their editions for your iPad when they become available?<br />Source: UM/Time Inc NeurometriciPad Study<br />
  10. 10. Top three words or thoughts when using your iPad…<br />Source: UM/Time Inc NeurometriciPad Study<br />
  11. 11. A fun way to learn and pass the time<br />Less about self-expression and connectivity<br />Source: UM Channel Allocation Tool<br />Tablet attributes<br />
  12. 12. Mindsets and Personas<br />12<br />
  13. 13. By the numbers: Tablet owners<br />Is this group really so cohesive?<br />What about fanboys?<br />What about women?<br />Need to dig deeper…<br />Source: UM Media in Mind<br />
  14. 14. TotaliPad Owners<br /> Values<br /><ul><li>Organization & Convenience
  15. 15. Self-image & Personality
  16. 16. New Ideas</li></ul>Attitudes<br /><ul><li>Design
  17. 17. Technology
  18. 18. Electronics purchasing</li></ul>K-means segmentation(statistical process that clusters naturally occurring mindsets)<br />Values cluster segmentation:iPad birds of a feather flock together<br />Source: UM Media in Mind 2011; <br />
  19. 19. TotaliPad Owners<br />3 iPad owner mindsets emerge…<br />
  20. 20. 3 iPad owner mindsets emerge…<br />“Susan”<br />The Simplicity Craver<br />“Dan”<br />The Family Enabler<br />Age 44<br />Age 40<br />Divorced<br />Married<br />$95k HHI<br />$130k HHI<br />Kids: pre-teens<br />Kids: age 3-11<br />Suburban, Midwest<br />Urban/Suburban, Northeast<br />Reason for buying iPad:<br />Compact size, functionality<br />Reason for buying iPad:<br />Wanted latest tech<br />Age 30<br />No Kids<br />Urban, West<br />Single<br />Reason for buying iPad:<br />Functionality, wanted latest tech<br />$200k HHI<br />“Ryan”<br />The On-DemandLifestyler<br />Source: UM Media in Mind 2011; <br />
  21. 21. 3 Different types of iPad owners<br />Family Enabler<br />On-Demand Lifestyler<br />Simplicity Craver<br />Trend setter<br />Trend seeker<br />Influencer<br />Tech as simplifier<br />Tech as entertainment enabler<br />Tech as connector<br />Driven by style<br />Driven by style<br />Driven by performance<br />Buys high end tech to impress<br />Buys high end tech “because I can”<br />Buys high end tech for functionality<br />Source: UM Media in Mind 2011; <br />
  22. 22. Why should we care?<br />18<br />Family Enabler<br />On-Demand Lifestyler<br />Simplicity Craver<br />Because Susan turns to her tablet to be a content simplifier.<br />Advertisers should engage her by giving her the tools to organize her hectic life.<br />Because Ryan lives his life online, from banking to dating.<br />Advertisers should engage him by giving him access to make his digital life entertaining and fun.<br />Because Dan turns to tech to get informed about his passions, interests and needs.<br />Advertisers should engage him by giving him access to content so he can decide for himself.<br />
  23. 23. Response to Tablet Advertising <br />19<br />
  24. 24. High<br />High<br />Drawn In<br />Processing<br />Highly engaged and interested<br />Thinking hard or frustrated<br />Cognitive Response<br />Bio-sensory involvement map<br />Relaxed<br />Checked<br />Out<br />Relaxed, enjoyable experience<br />Uninterested or disengaged<br />Low<br />-<br />+<br />Low<br />Positive<br />Negative<br />Emotional Response<br />Source: UM/Time Inc NeurometriciPad Study<br />
  25. 25. High neurometric ad response<br />Of 23 ads tested, only 1 failed to engage readers on an emotional or cognitive level<br />High<br />How do we define a positive experience?<br />Cognitive Response<br />Cognitive Response<br />Fail<br />Propulsion<br />Low<br />-<br />+<br />Emotional Response<br />Emotional Response<br />Source: UM/Time Inc NeurometriciPad Study<br />
  26. 26. Interactive ad features are a must<br />Features liked most in Ads in iPad Magazines<br />Which of the following features would you be most interested in seeing in the advertising in magazines on your iPad? <br />Source: UM/Time Inc NeurometriciPad Study<br />
  27. 27. Drive propulsion to generate brand interest<br /><ul><li>Propulsion leads to higher time spent with an iPad magazine ad
  28. 28. Propulsion spurs Brand Interest</li></ul>r2 = 81%<br />Source: UM/Time Inc NeurometriciPad Study<br />
  29. 29. What you need to know<br />24<br />1<br />Tablet Usage<br />2<br />Mindsets and Personas<br />3<br />Response to Tablet Advertising<br /><ul><li> 2011 = Rise of women
  30. 30. Share-ability
  31. 31. Preference for free apps = prevailing Internet mindset
  32. 32. Mindsets drive usage motivations
  33. 33. Advertisers, content developers and tech providers shouldheed these need states
  34. 34. Most ads currentlyengage left & right brain successfully
  35. 35. Interactivity is key
  36. 36. Propulsion = success</li>
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×