Bruce Hoang, Orange, Insights on mobile usage and advertising perception"

exposure objectives Ad perception & opportunities Awareness Motivations & & barriers usage Qualitative research

Methodology Vox Pop (15mn) Depths (1h30) Walkabouts (1h30) Focus groups (2h30) location gender, age mobile provider advertising perception

Mobile media builds a new relationship to space and time Entertainment Connectivity Personalization -25 Killing time Socializing Geolocalization 25-40 Three needs to take into account Not wasting time Control space 40+

Emerging universes in advertising on the mobile creativity PERSONALIZATION SUPPORT ANTICIPATION PARTNERSHIP CO -SHOPPING SOCIALIZATION INTERACTION ENTERTAINMENT

Country benchmark ( Format testing) Idle Screen** Location based** Sponsoring** € 28€ / mth² Handset functionality* % Smartphone 12 % 3G 31 % Video 58 % Connectivity Practicability € 30€ / mth² Handset functionality* % Smartphone 8% 3G 25 % Video 51 % € 45€ / mth² Interaction Anticipation Support Handset functionality* % Smartphone 20 % 3G 42 % Video 64 % * source Nielsen ** Source Basis Exposure I : format testing ² Average monthly Consumers spend on mobile phone source Idate / Teligen

Mobile & Internet Brand Ad Effectiveness De-brief

Overview of approach Pre and post research supplemented by qualitative focus groups We followed the same pre and post exposure approach adopted in the previous mobile research but incorporating different levels of advertising exposure Recruitment of respondents from both Mobile Panel and traditional online consumer panel Pre ad exposure online interview SMS and/ or emails sent to respondents directing them to the mobile and / or online websites where Nationwide advertising was placed – a third of our respondents exposed to only the mobile advertising, (Cell 1), a third exposed to only internet advertising (Cell 2) and a third exposed to both mobile internet and online advertising (Cell 3) - Orange World, O2 Active, Vodafone Live, Planet 3, T-Mobile web’n’walk, MSN, Sky Respondents given instructions to navigate around the website(s) – will include a task to consolidate interest and recreate consumers real experience of browsing Post ad exposure online interview Qualitative focus groups to add depth and insight and bring the research to life

Qualitative process • 2 x 1.5 hour focus groups took place on 2nd Group Structure December 2009 with mobile internet users 18-29 year old mobile 30-44 year old mobile • Criteria for the groups were as follows: internet users internet users • Mixed gender groups • All accessed the internet at least every 3-4 days • All accessed the internet on their mobile at least once a week • Mix of iPhone, smartphone and non- smartphone users in each group • All respondents were asked to complete a internet access diary before coming to the groups, detailing when and why they accessed the internet over a two day period Within this document, slides which are based on the qualitative research are indicated with this symbol

The key learnings

Mobile works as a branding and awareness medium and adds to online

Mobile internet users become hooked INSIGHTS IMPLICATIONS Mobile internet fits seamlessly into users’ Because of the level of importance and volume lives and using the service is a natural and of use - this touchpoint has value for advertisers integral part of their daily routine Advertisers can access consumers at multiple Users sometimes perform tasks continually points throughout the day with the same over several different devices (e.g. mobile, message. However, messages need to be work PC, laptop) adapted to suit each device Online and mobile advertising can work Mobile and online ads can and should form part together: online to convey message and of the same campaign, but ads should be mobile to reinforce it adapted for their medium

Overall brand awareness went up NATIONWIDE SPONTANEOUS BRAND AWARENESS (in context of home insurance) 10 +43% 7 1 3 % 1st mention PRE WAVE POST WAVE Total Spontaneous B01b What companies that provide home insurance have you heard of? Which come immediately to mind? Base: All respondents (875)

Awareness went up even more amongst those that saw ads on both platforms NATIONWIDE SPONTANEOUS BRAND AWARENESS (in context of home insurance) 1st mention Total Spontaneous +114% % change since pre wave 7 2 4 2 % PRE WAVE POST WAVE Not seen any Seen Nationwide Seen both mobile Nationwide campaign mobile banner & internet advertising advertising advertising B01b What companies that provide home insurance have you heard of? Which come immediately to mind? Base: All respondents (875), not seen any advertising (215), seen mobile ad (172), seen both mobile & internet ads (80),

Recognition was much higher amongst those that saw online and mobile... +35% % RECOGNISE RECOGNISE RECOGNISE MOBILE AD INTERNET AD EITHER AD Cell 1 Cell 2 Cell 3 C05/ C12 You said earlier you have recently seen Nationwide advertising on your mobile phone/ internet. Was this the advertising you saw? C06/ C13 Have you ever seen this piece of advertising before today? Base: In parenthesis for each sub-group

Brand statements rose, but particularly when respondents saw ads on both platforms STATEMENT ASSOCIATION – NATIONWIDE 2 % change since pre wave Not seen any Seen Nationwide Seen both Nationwide mobile banner mobile & campaign advertising internet % advertising % % advertising Is a company I trust 40 41 41 Offers a wide range of products 39 43 4 48 4 Offers insurance products that are suitable for me 35 38 44 Has good customer service 30 34 32 Offers cost effective deals for both building & home contents cover 21 1 29 2 27 Their standard home insurance policy 20 33 2 40 8 1 offers extensive cover Is a home insurance specialist 18 24 28 Offers 5 star home insurance 15 1 28 4 27 5 Offers good value for money 14 2 26 5 25 7 Offers insurance products I would 12 25 24 pay more for Always has a good number of special 12 1 18 15 2 offers and discounts B07 Here is a list of companies that provide home insurance and a list of statements that other people have made about them. Please indicate which companies you think apply to each statement – you can choose as many or as few companies as you like for each statement Base: All respondents aware of Nationwide in Post stage: not seen any advertising (531), seen mobile ad (160), seen both mobile & internet ads (75)

Consideration to purchase was much higher amongst those that saw adds on both platforms LIKELIHOOD TO CONSIDER NATIONWIDE HOME INSURANCE (5 point scale) 67 +24% 54 55 20 Definitely would consider 12 12 Probably would 42 43 47 consider % PRE WAVE POST WAVE Seen both mobile & 2 % change since pre wave internet advertising B06 Now I would like you to decide how likely you would be to consider each of the following companies next time you purchased home insurance Please use a five point scale, where 1 means `I definitely would not consider’ and 5 means `I definitely would consider’ Base: All respondents aware of Nationwide Pre (802) Post (787) in Post stage: not seen any advertising (531), seen mobile ad (160), seen both mobile & internet ads (75)

Summary Mobile can build awareness and is more effective when used with online By adding mobile to online activity you can improve performance

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Bruce Hoang, Orange, Insights on mobile usage and advertising perception"

by Mobile Monday Brussels on Mar 02, 2010

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Bruce Hoang, Orange, Insights on mobile usage and advertising perception" — Presentation Transcript