AdReaction 2012: Navigating the mobile landscape
Upcoming SlideShare
Loading in...5
×
 

AdReaction 2012: Navigating the mobile landscape

on

  • 349 views

 

Statistics

Views

Total Views
349
Views on SlideShare
273
Embed Views
76

Actions

Likes
0
Downloads
7
Comments
0

1 Embed 76

http://www.newsworks.org.uk 76

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    AdReaction 2012: Navigating the mobile landscape AdReaction 2012: Navigating the mobile landscape Presentation Transcript

    • AdReaction 2012 N AV I G AT I N G T H E M O B I L E L A N D S C A P E1
    • Welcome to the 2012 AdReaction study. AdReaction This year, our study focuses on mobile advertising. With this research, we seek to provide marketers with a 2012 roadmap of how to navigate the mobile landscape. Research that preceded this clearly elucidated that we UK are untethering and becoming a more mobile-based society globally. navigating the Mobile presents unique opportunities and unique MOBILE challenges. As marketers we must balance how we reach out to the mobile user both impactfully yet unobtrusively. We must understand how individuals LANDSCAPE differentially use and relate to their mobile device. We must understand the role that mobile can and should play in the marketing mix. Finally, we need to know how mobile can amplify or diminish brand equity.2
    • AdReaction Research Design The design consisted of 2 components: AdReaction AdReaction ONLINE MOBILE n=100 n=400 Who: Gen Pop. Online Audience Who: Smartphone and/or Tablet Users (94% smartphone, 38% tablet) What: Mobile usage levels & What: Deep dive into mobile advertising attitudes towards ads attitudes How: Online interviewing How: Online interviewing3 Respondents were recruited between August 2, 2012 – August 6, 2012
    • KEY FINDIN G 1 KEY F IN DIN G 2 Broader changes in perception of mobile HYPOTHESIS: Mobile Usage is advertising. significant and increasing but mobile attitudes are mixed. There can’t be one monolithic mobile strategy. AdReaction 2012 OVERVIEWKEY F INDING 3 KEY F IN DIN G 4 KEY F IN DIN G 5 HYPOTHESIS: Some types of HYPOTHESIS: Apps on mobiles Freebies and coupons are still key mobile ads, very negative have good potential, but usability drivers of brand perception. impression (i.e. display/text) is key to success. mobile ads that have moretraction are: tailored and localized.4
    • 2012ATTITUDES TowardsMobile Ad Formats
    • AdReaction ONLINE n=100 Who: Gen Pop. Online Audience What: Mobile usage levels & attitudes towards ad formats How: Online interviewing6
    • Comparing changes in attitudes towards ad formatsbetween 2009 & 2012 Consumers are still more favorable towards offline media ads.2009 Acceptance of online media has been growing since 2007 though. Online ads have massively increased in consumers2012 favorability, now catching up to offline media, while favorability of TV has significantly decreased.7
    • Key Findings:Attitudes to Offline Advertising 2009 v. 2012 2009 2012 • Usage of offline media has • 89% spend more than 5 hours a significantly decreased with TV DIFFERENCES IN week watching TV most drastically, only 44% watch USAGE • 94% spend more than 5 hours a more than 5 hours a week week in the internet • Internet usage remains on same high level DIFFERENCE IN • Acceptance of TV advertising has • TV showed highest favorability increased ATTITUDES • Billboard had second highest • Favorability of billboard TOWARDS OFFLINE acceptance advertising has declined the most DIFFERENCES IN • Favorability of online ads has already • Ads on Mobile devices have ATTITUDES increased from 2007 more than doubled in favorability TOWARDS ONLINE8
    • AdReaction: Online Formats 2009 2012NEGATIVE NEUTRAL FAVORABLE FAVORABLE NEUTRAL NEGATIVE ONLINE ADS11% 18% 45% 21% 3% +10 4% 30% 32% 22% 10% OPT-IN EMAIL ADS 13% 14% 41% 24% 5% +4 5% 27% 41% 12% 13% ONLINE SEARCH ADS +1111% 21% 43% 15% 7% 8% 24% 37% 15% 10% ONLINE ADS W/VIDEO +2 16% 25% 39% 15% 3% 5% 14% 32% 20% 21% ADVERGAMES +7 21% 19% 39% 7% 3% 3% 14% 30% 20% 23% ADS ON MOBILE DEVICES 35% 28% 24% 4% 2% +12 2% 15% 21% 22% 31% NON-OPT-IN EMAILS 64% 13% 16% 4% 1% +10 3% 12% 19% 17% 46%9 Sample: online users
    • AdReaction: Offline Formats 2009 2012 NEGATIVE NEUTRAL FAVOARABLE FAVORABLE NEUTRAL NEGATIVE5% 13% 36% 35% 10% TV ADS 19% 36% 26% 11% 6% +101%7% 49% 35% 6% NEWSPAPER ADS 10% 36% 39% 6% 5% +52% 9% 44% 35% 8% MAGAZINE ADS 10% 30% 45% 7% 5% -33%4% 46% 39% 6% BILLBOARD ADS -6 10% 29% 47% 6% 5% CINEMA ADS 7% 14% 37% 31% 8% -3 12% 24% 42% 6% 8% RADIO ADS 9% 17% 40% 25% 6% +3 6% 28% 43% 12% 9% PRODUCT 10% 19% 48% 17% 4% PLACEMENTS 6% 23% 42% 14% 14% +8 36% 22% 25% 11% 4% DIRECT MAIL +9 8% 16% 31% 19% 23% TELEMARKETING 60% 12% 20% 2% 2% +11 3% 12% 19% 20% 43%10 Sample: online users
    • AdReaction: Emerging online ads already show promising favorability FAVORABLE NEUTRAL NEGATIVE LOCALIZED OR TAILORED 4% 31% 32% 19% 11% DEALS 6% 16% 37% 12% 17% NEWSFEED POSTS 4% 14% 39% 13% 20% ADS ON SOCIAL MEDIA ADS ON MUSIC PLAYERS 4% 13% 25% 27% 23% 3% 12% 23% 18% 27% ADS ON TABLETS11 Sample: online users
    • AdReaction MOBILE n=400 Who: Smartphone and/or Tablet Users - 94% smartphone owners - 48% tablet owners What: Deep dive into mobile advertising attitudes How: Online interviewing12
    • MOBILE BEHAVIOR and attitudes13
    • Online usage on mobile devices has picked up to same level as traditional phone usage QUESTION: In a typical week, how many hours do you spend…. Share of smartphone time spent Using a mobile phone to surf the web or email 9% 15% Using a mobile phone to make phone calls 11% Using a mobile phone to read or send texts 14% Using apps on a mobile phone 12% Using a mobile phone for social networking (e.g. Facebook, Twitter) Listening to music on a mobile phone 14% 12% Playing games on a mobile phone 13% Watching video on a mobile phone14 Sample: smartphone users
    • Tablets are mostly used for surfing the web QUESTION: In a typical week, how many hours do you spend…. Share of tablet time spent Using a tablet to surf the web or 15% email Playing games on a tablet 15% Using apps on a tablet 20% Listening to music on a tablet 16% Using a tablet for social networking (e.g. Facebook, 17% Twitter) 17% Watching video on a tablet15 Sample: tablet users
    • Respondents have an average of 16 apps on their smartphones, but most are not used that frequently 45% Of the apps installed on your mobile phone, how many have you used in the past 30 days? HARDLY 34% ANY, 47% ALL OF ABOUT THEM, 5% HALF OF THEM, 36% MOST OF THEM, 13% 7% 6% 5% 2% Less than 10 10-20 21-30 31-40 41-50 50+16 Sample: smartphone users
    • Respondents have an average of 23 apps on their tablets, these are used more frequently than on phones Of the apps installed on your tablet, how many have you used in the past 30 days? 34% 31% HARDLY ANY, 33% ABOUT ALL OF HALF OF THEM, 7% THEM, 39% MOST OF THEM, 14% 10% 9% 8% 1% Less than 10 10-20 21-30 31-40 41-50 50+17 Sample: tablet users
    • Ease of access and visitation considered biggest advantages of apps QUESTION: What are the biggest advantages of apps? I can do things with an app that cant be done on a website 26%I can access an app directly rather than having to navigate through a browser Ease of access key 50%It is easier to visit an app on a regular basis than a mobile website 43% Display of content from apps is better than from a website 20% Apps have better content than websites 14% Apps are better for gaming 22% 0% 10% 20% 30% 40% 50% 60% 18 Sample: smartphone or tablet users
    • Key benefits for younger consumers are the advantage against websites regarding content and display QUESTION: What are the biggest advantages of apps? 34% Display of content from apps is better than from a website 11% 14% 26% 18-34 Apps have better content than websites 10% 35-49 7% Number of apps 50+ •On mobile phone: 18-34: 19% 35% 35-49: 16% Apps are better for gaming 18% 50+: 14% 13% •On mobile phone: 18-34: 22% 35-49: 24% 0% 10% 20% 30% 40% 50+: 23%19 Sample: smartphone or tablet users
    • Biggest disadvantages of apps is the drain of battery life and costs for downloading them QUESTION: What are the biggest disadvantages of apps? Apps drain my mobile devices battery life 40%I dont like paying for apps and often, even the free ones cost money for the full versions 34% I can do on a laptop or desktop what Id do with an app, but more 26% efficiently Apps always seem to want more information than Im willing to share (e.g. my location; my reviews; my contact list) 20% Younger consumers Im afraid that if I use an app with advertising, my mobile device will be feel more strongly bombarded with advertising 17% about giving personal information Apps too often crash my mobile device 11% Apps take too long to load or navigate 10% I dont find apps to be useful 8% The process of finding and downloading apps is just too confusing 8% 0% 10% 20% 30% 40% 50%20 Sample: smartphone or tablet users
    • Above the line ads are still received more positively, but user initiated online ads are well accepted Smartphone Smartphone + Tablet Users Users Ads disturbing the entertainment Dual users (mainly males aged 18- environment are ignored. 34) are more positive about ads in Ads on social media, while listening to general. music and advergames are less liked Newsfeed posts, Opt-in email and than among dual users. localized or tailored deals are liked most.21
    • Attitudes towards mobile are positive as long as the content is free MOBILE BENEFITS MOBILE FLEXIBILITY MOBILE MISGIVINGS Free content. Both mobile websites and apps are appreciated as long as content is free. Mobile helps efficiency as an organizing tool. Especially among 18-34 years old, the mobile device helps to balance out the split between being on the go and organizing work and private life, leading to higher efficiency.22
    • Mobile Flexibility: There is some flexibility in the exchange between ads as long as content is free. QUESTION: Please indicate how strongly you agree or disagree with the following statements about your mobile deviceI’m happy to pay for an app as long as there are no ads 9% 21% 18% 30% 22% in it I’m happy to see ads in my apps as long as the apps are free 13% 25% 11% 32% 20%I’m happy to see ads on mobile websites as long as the websites are free to access 9% 27% 11% 33% 20% I’m happy to share my location to get more relevant services and offers 6% 23% 18% 31% 23% I enjoy playing Advergames, games that incorporate ads/brands 6% 12% 16% 27% 39% Strongly Agree Somewhat Agree Neither Agree Nor Disagree Somewhat Disagree Strongly Disagree 23 Sample: smartphone or tablet users
    • Mobile Utility: Efficiency and portability are key, but mobile devices can not yet replace a computer QUESTION: Please indicate how strongly you agree or disagree with the following statements about your mobile device 17% 35% 8% 32% 9% Having a mobile device makes me more efficientMy mobile device is indispensable because I’m always on 12% 30% 16% 31% 12% the go My mobile device is my primary tool for organizing my 11% 27% 16% 26% 20% personal lifeAn increasing amount of my work is accomplished through 7% 16% 20% 27% 31% my mobile device My mobile device is my primary tool for organizing my 6% 20% 16% 24% 34% work life My mobile device is my primary tool for organizing my 7% 17% 20% 32% 24% household Now that I have my mobile device, I don’t really need a 4% 9% 25% 17% 46% computer Strongly Agree Somewhat Agree Neither Agree Nor Disagree Somewhat Disagree Strongly Disagree 24 Sample: smartphone or tablet users
    • Mobile Utility: Importance of efficiency and portability is driven by younger consumers QUESTION: Please indicate how strongly you agree or disagree with the following statements about your mobile device Aged 18-34 23% 42% 26% 5% 5% Having a mobile device makes me more efficientMy mobile device is indispensable because I’m always on 16% 39% 29% 11% 5% the go My mobile device is my primary tool for organizing my 16% 41% 23% 11% 10% personal lifeAn increasing amount of my work is accomplished through 13% 28% 26% 18% 15% my mobile device My mobile device is my primary tool for organizing my 10% 34% 29% 11% 16% work life My mobile device is my primary tool for organizing my 12% 27% 37% 14% 10% household Now that I have my mobile device, I don’t really need a 8% 17% 20% 25% 30% computer Strongly Agree Somewhat Agree Neither Agree Nor Disagree Somewhat Disagree Strongly Disagree 25 Sample: smartphone or tablet users
    • Mobile Misgivings: The speed of mobile internet is still a barrier to almost half of all consumers QUESTION: Please indicate how strongly you agree or disagree with the following statements about your mobile device I USE MY MOBILE DEVICE FAR LESS THAN I THOUGHT I 13% 20% 22% 30% 15% WOULD I FIND THE MOBILE INTERNET TOO SLOW 12% 33% 15% 33% 7% Strongly Agree Somewhat Agree Neither Agree Nor Disagree Somewhat Disagree Strongly Disagree26 Sample: smartphone or tablet users
    • Role of mobile in MA RKETING MIX27
    • Mobile paired with other media Mobile most frequently used in conjunction with other media. Information seeking; other forms of media encourage user-directed brand contact (from mobile device).28
    • Respondents most likely to visit brand’s website orsearch online for a brand after seeing a mobile ad QUESTION: Which of the following actions have you taken as a result of seeing a mobile ad? Visited the brands website 16% Searched for the brand on the Internet 16% Looked for the brand in a store 10% Purchased the brand 9% Visited a site for a similar brand 8% Sent the ad to a friend 8% Younger consumers are much Clicked on or interacted with the ad 7% more responsive to mobile ads “Took no action” Downloaded the brands mobile app 7% 18-34: 45% 35-50: 64% Recommended the brand to friends/family 7% 50+: 79% Searched for more ads from the same brand 6% Sent a message or a comment to the brand 5% Posted the ad on my blog/profile 4% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%29 Sample: smartphone or tablet users
    • Mobile BEST PRACTICES30
    • Mobile users want to see more from retail and online shopping sites QUESTION: What types of companies or brands would you most like to see delivering services or features for your mobile devices? RETAIL STORES 29% Local ONLINE SHOPPING SITES 29% Restaurants LOCAL RESTAURANTS 25% 33% FOOD PRODUCTS/BRANDS 20% NEWSPAPERS OR MAGAZINES 19% TECHNOLOGY COMPANIES 19% SPORTS TEAMS/LEAGUES 18% Retail HOTELS 16% BANKS/FINANCIAL SERVICES 15% 27% QUICK SERVICE RESTAURANTS 15% AIRLINES 14% DRINK PRODUCTS/BRANDS 13% FASHION/DESIGNERS 10% Food AUTOMOTIVE COMPANIES 7% Products TELECOMMUNICATION COMPANIES 7% 27% OTHER 1%31 Sample: smartphone or tablet users
    • Do This: increasing brand equity through successful mobile execution Add Impact of campaign can be increased by adding Localize mobile to mobile to the multimedia campaign as it drives and tailorcampaign additional benefits Key benefit of mobile is the possibility to tailor advertising to Mobile Particularly for young consumers, being on the consumers interests and locationsoptimized go, mobile websites should be tailored to the website smaller screen to ensure good brand perception32
    • Not This: mobile executions that damage brand equity No Free access to mobile apps and websites is No long charge number one expectation from consumers loading for time content Slow mobile internet is still one of the biggest barriers to use of mobile apps and websites, make No Asking too often and for too much information sure loading time is optimized and site intrusion may turn consumers away from using your mobile offers can be displayed clearly33
    • Deals and coupons are the main image drivers, good mobile access is key for younger consumers When using your mobile phone or tablet, which of the following can improve your opinion of a brand? They send or display deals or coupons 28% They have a good mobile website 21% They offer an app for my mobile device 18% Their website works well on my iPhone/iPad, no Flash content 18% They give me access to free tools (like organizers, calendars or lists 17% related to the advertised brand (e.g. shopping lists, reminders) They send or display information tailored to my interests (like recipes or 16% sports scores) Their mobile website makes it easy to download their app 15% They send or display information specific to my geographical location (like 14% Mobile website and app locations of stores, promotions) availability is key to younger They let me do something entertaining like play a branded game or listen 13% consumers to a free song Mobile They send me Facebook/ Twitter posts with links that work on my mobile App 10% website device 18-34 27% 23% They send the latest breaking product news 10% 35-50 22% 19% 50+ 14% 13%34 Sample: smartphone or tablet users
    • Intrusion most damages opinions of a brand When using your mobile phone or tablet, which of the following can damage your opinion of a brand? They ask me for too much personal information before accessing a tool or application 45% They dont provide me a way to opt-out of ads 44% They send me more ads or posts than Im interested in receiving 41% The app is too slow or doesnt work properly on my device 34% Their mobile website keeps promoting their app, but I dont want to download the app 33% The Flash content on their website doesnt work on my iPhone/iPad 22% They send me Facebook/ Twitter posts with links that dont work on my mobile App performance is key to device 18% younger consumers They dont have a mobile optimized website Too slow or doesn’t work 16% properly 18-34 39% They dont offer an app for my mobile device 14% 35-50 33% 50+ 29%35 Sample: smartphone or tablet users
    • Deals and coupons or tailored tools or content highly valued QUESTION: Which of the following things would you like to see brands delivering to your mobile device? Getting deals or coupons 41% Getting information tailored to my interests (like recipes or sports scores) 30% Getting information specific to my geographical location (like locations of stores, promotions) 30% Having access to free tools (like organizers, calendars or lists related to the advertised brand e.g. shopping lists,… 28% Latest breaking product news 23% Being able to do something entertaining like play a branded game or listen to a free song 17% Other 1%36 Sample: smartphone or tablet users
    • What makes a good app? It is free to download 54% Acquisition: It is quick to download 43% Quick and Easy to It is easy to find in my devices app store 24% Obtain It is easy to find on the brands website 17% It is free to download 54% Competent: It doesnt crash 48% Doesn’t Crash, Fail or It works for all software versions 31% Overstep Boundaries It doesnt bug me for a rating too often 33% When there are updates available, it clearly 30% Clear: explains what has been updated It has a clear and comprehensive From Acquisition description in the app store 25% through Update It is easier to use than the brands regular desktop website 20%37 Sample: smartphone or tablet users
    • Speed and display are keys to a good mobile website What makes a good mobile website? It loads quickly 56% It displays clearly on my mobile device 49% It is easy to find via mobile search 31% It is easier to use than the brands regular desktop website 21% It includes location based features 19% It offers different features to the brands regular desktop website 13% It is more fun than the brands regular desktop website 13% It looks better than the brands regular desktop website 13% Other 1%38 Sample: smartphone or tablet users
    • Mobile BEST PRACTICES39
    • Application ad example – UK • What it is, how it works • Use an iPhone app to amplify the Smirnoff "Be There" campaign 2. Deeper communication to the TimeOut audience, helping them to find more amazing of the ‘There’ messaging: experiences and positioning Smirnoff as the key enabler. Bespoke Microsite Driving downloads • Why it works • Mass awareness about app was build in advance 1. Mass awareness: • Supported by micro siteHigh Impact branding & Driving to Microsite • Users can interact with the app, search for locations, bars or places of interest – directly answering the consumers need • App is fitted to the brand´s promise 3. Downloading the app: Co-branded Smirnoff & TimeOut iPhone application 40
    • Appendix41
    • Ease of acquisition and technical competence keys to a good app What makes a good App? It is free to download 54% It doesnt crash 48% It is quick to download 43% It doesnt bug me for a rating too often 33% It works for all software versions 31% When there are updates available, it clearly explains what has been updated 30% It has a clear and comprehensive description in the app store 25% It is easy to find in my devices app store 24% It is easier to use than the brands regular desktop website 20% It is easy to find on the brands website 17% It includes location based features 17% It offers different features than the brands regular desktop website 14% It is more fun than the brands regular desktop website 11% It looks better than the brands regular desktop website 10% Other 1%42 Sample: smartphone or tablet users
    • Facebook Remains the Dominant Mobile Community QUESTION: Which online communities do you currently participate in via your mobile phone or tablet? 70% 63% 60% 50% 40% 29% 30% 23% 20% 16% 10% 7% 6% 6% 3% 3% 2% 2% 2% 1% 1% 1% 1% 2% 0% 29.5% of sample does not participate in communities via their mobile device43 Sample: smartphone or tablet users
    • Sample composition ONLINE MOBILE (SMARTPHONE/TABLET USERS) Male 51% 50% Female 49% 50% 18-34 32% 33% 35-49 33% 34% 50+ 35% 34% Urban - 32% Suburban - 43% Rural - 26% Working Full-Time - 47% Other - 53% BASE: (100) (400)44