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Jerry rocha
 

Jerry rocha

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  • If an ad does not break through, it cannot possibly have any impact on awareness, perceptions, or behavior. In order for an ad to result in improved brand awareness, it must leave a lasting memory trace (General Recall) and be correctly attributed (Brand Recall.) Following that, the ability of an ad to shift brand perceptions and ultimately to change behavior is dependant upon the degree to which the intended message is clearly communicated (Message Recall) and is perceived to be compelling (Purchase Intent.) THIS is what IAG measures.

Jerry rocha Jerry rocha Presentation Transcript

  • Jerry Rocha, VP Digital Solutions Twitter: jerryrocha [email_address] Mobile, Media, Apps, Tablets and How your Pay for it!!
  • Page Smartphone Penetration All Subscribers Smartphones have seen steady adoption – this rate of adoption will only increase with better devices and cooler features Among recent acquirers Smartphone penetration is at 45%
  • Page Smartphone Penetration - Projection All Subscribers – Q4 10 Without accounting for innovation and increased adoption to the marketplace Smartphones will be a majority by Q3/4 2011
  • Smartphones continue to drive data usage with Apple and Android leading the way Media Activities Used by Operating System All Subscribers – Q4 10 Source: Nielsen Mobile Media Survey, US, Q2 2009 Question used: T1910
  • Android jumped 36% from last quarter and has grown ~ 625% YoY Share of Smartphone Market by Operating System Smartphone Owners
  • Apple is leveling off, showing moderate growth again in Q4 Media Activities Used by Operating System – AT&T Smartphone Users – Q4 10 Smartphone
  • Smartphones have plenty of room to grow at Verizon, Android continues to take market share Media Activities Used by Operating System – Verizon Smartphone Users – Q4 10 Smartphone
  • Smartphones continue to drive data usage with Apple and Android leading the way Smartphone Penetration by Race/Ethnicity Recent Acquirers – Q4 10 Source: Nielsen Mobile Media Survey, US, Q2 2009 Question used: T1910
  • Early App leaders similar across OS platforms; Web carryovers out to early lead Most Popular Used Apps on the Android OS Past 30 Day App Downloaders (n=414) Most Popular Used Apps on the BlackBerry OS Past 30 Day App Downloaders (n=715) Most Popular Used Apps on the Windows Mobile OS Past 30 Day App Downloaders (n=449) Most Popular Used Apps on the iPhone OS Past 30 Day App Downloaders (n=1,014) Source: Q2 2010 Nielsen App Playbook Brands Application Track
  • Most App users willing to pay for content % of Smartphone App Downloaders that would Pay for an App within a Category Source: Q2 2010 Nielsen App Playbook Brands Application Track
  • Nearly half of branded app downloaders have joined a rewards program following the download Source: August 2010 Nielsen App Playbook Action Taken after Branded App Download Base: Downloaded a Branded App (n=484) Questions used: CQBA8 Which of the following actions have you taken after downloading a branded app? Brands Application Track
  • Tablets are still a nascent market favored by early adopters Penetration of Connected Devices Source: September 2010 Nielsen Connected Devices Playbook Questions used: Q6 Which of the following categories of connected devices do you or any one in your household currently own? * Smartphone penetration is derived from Nielsen’s Q2 2010 Mobile Insights study. Percentage of Owners Who Identify as “Early Adopters” General Population Sample N=9590, Netbook Owners (n=1,293), Tablet owners (n=749), e-readers (n=1,089), Portable Media Players (2,118), Portable game Player (1,678), Smartphones (2,336)
  • The iPad skews younger and male N= 195, 569, 452, 864, 879, 510 Netbook eReader Tablet Smartphone Media Player Gaming Netbook eReader Tablet Smartphone Media Player Gaming
  • The iPad spends most of the time at home.. Sedentary Mobile Primary Usage: Q29: Think of your [connected device] usage, what percentage of the time were you… N=510, 195, 569, 879, 452, 864 Gaming Netbook eReader Media Player Tablet Smartphone
  • Print and video benefit from the iPad’s larger screen size Q38: Which of the following media content do you regularly access through your connected device? N= 452, 864 Publishers are rushing to iPad and Tablets, going to save industry?
  • And less personal than a smartphone Q9: Who in your household uses each of these device categories that you own? N= 1,793; 1,560; 562; 1,293; 1,041; 2,242
  • Nielsen Ad Effectiveness Framework
    • Did the ad break through?
    Breakthrough Attitudes & Intentions Behavior & Sales
    • What was the impact of ad exposure on consumer attitudes?
    • What was the impact of ad exposure on sales behavior?
    OTS-based Recall survey Control/Exposed survey Metrics Used Question Method Control/Exposed observation
      • Brand Awareness
      • Brand Favorability
      • Purchase Intent
      • Search
      • Site visits
      • Sales (CPG Vertical)
      • General Recall
      • Brand Recall
      • Message Recall
      • Ad Favorability
      • Purchase Intent Increase
  • iAd, IAG TV and Internet Ad Measurement Process TV and Internet Campaigns iAd Campaign On-device survey about iAds among exposed and control iPhone/iPod Touch users administered by Apple IAG Panel respondents identify TV programs viewed in previous 36 hours; online surveys about shows and TV/Web ads administered by Nielsen Raw respondent level iAd survey data transferred to Nielsen for processing TV survey data input into Nielsen data warehouse TV Ad Web Ad
  • The Banner iAds on average achieved more than twice the Brand Recall of the average Food & Beverage Internet Display ad Web Ad Source: Nielsen IAG, Food & Beverages Category (40 measured brands), 1.1.09 to 12.09.10, A18+ Campbell’s iAd Data: Among Respondents who were exposed to the Campbell’s iAd banners, A18+, Sample size (N=174)
  • Favorability and Purchase Intent increased significantly among consumers who were exposed to the Campbell’s iAd Banners Campbell’s iAd Data:,: 11.01.10 – 12.09.10; A18+ Top box (“Very Favorable” , “Very Likely”) among brand aware.
  • Compared to what Campbell’s is achieving with its TV campaigns, the expanded iAd has generated significantly stronger impact TV Standard Ad Source: Nielsen IAG, Broadcast + Cable Primetime; 11.01.10 to 12.09.10, A18+ Campbell’s iAd Data: Among Respondents who were exposed to and tapped on the Campbell’s iAd, A18+, Sample size (N=51)