Point de vue sur les consommateurs de la publicité mobile

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Etude par inMobi sur le marché Français de l'advertising mobile avec Comscore

Etude par inMobi sur le marché Français de l'advertising mobile avec Comscore

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  • 1. A Global Consumer View of Mobile Advertising:
 French Market Results
 James Lamberti
 November, 2010" In partnership with:"
  • 2. The Consumer Perspective" •  Consumer point of view limited" The Problem" •  Baseline data and best practices lacking" •  Global perspective on mobile advertising missing" •  Provide a deep consumer view on mobile advertising" Research •  Offer a global perspective across 14 countries and Objectives" 6 regions" •  Initiate on-going tracking and best practices research to help educate the market" 2"
  • 3. Methodology" !"##$%&'#()*)$+,-'*#)$ ."/01,'&$2'/3,-)$ 2 Minutes and 8 Questions" English Field 5 to 12 Sept" !"#$%"&' 14 Countries" French Field 15 to 25 Oct " ()"*+&' 20,000 Completes" 1,511 completes" English + In-Language" UK, FR, IT, ES, DE" "+(+%",-' Age, Demo, Language Weighted" Fully Weighted" comScore Partnership" July Data" #.$/0#' Generic Public Version 21.2 Billion Impressions" .+12/"3' 6 Regions" Available at" "+(+%",-' 15 Countries" www.InMobi.com/research" 8 InMobi Executives" 8 InMobi Executives" 4)%5#1%1#*+' Objective Analysis " 6 Regions" Mix of Global + Regional Leaders" #.1+"*#+2(' 6 Regions" 3"
  • 4. PART I:
 EUROPE & FRANCE
 INMOBI NETWORK DATA
 FULL RESULTS AT WWW.INMOBI.COM/RESEARCH" 4"
  • 5. www.inmobi.com !"#$%&'
  • 6. ."/01,$*)$4')-$5,607*&8$'$7'90/$)0"/6,$04$*:;$ *&<,&-0/(=$$%&>/0*>$?*##$40##0?$-@,$)'7,$1'A,/&=$
  • 7. D#05'#$7'/3,-$@,'#-@$04$705*#,$'><,/B)*&8$*)$>/*<,&$ 5($E$>*7,&)*0&)=$ +/*<,$%><,/B),/$:110/-"&*-($ +/*<,$C"5#*)@,/$:110/-"&*-($
  • 8. F0&)*>,/*&8$-@,),$>*7,&)*0&)G$?,$<*,?$."/01,$')$ -@,$@,'#-@*,)-$705*#,$'>$/,8*0&$*&$-@,$?0/#>=$$H@(I$
  • 9. ."/01,$6075*&,)$>,<,#01,>$7'/3,-$6@'/'6-,/*)B6)$ ?*-@$'$6"#-"/'#$'&>$8,08/'1@*6'#$J40/6*&8$4"&6B0&K=$
  • 10. www.inmobi.com !"#$%&'(
  • 11. www.inmobi.com !"#$%&'(
  • 12. EUROPE Europe OS Shares, July 2010 Global Available Impressions OS Available Impressions % Share Pt Chg Development Index iPhone OS 419,842,957 22.9% +9.0 335 Symbian OS 283,033,984 15.5% -2.6 70 Nokia OS 195,655,866 10.7% -2.6 42 iPhone OS RIM OS 87,525,980 4.8% +0.2 171 Android 62,228,664 3.4% +1.2 97 23% Symbian OS Other 763,054,840 41.7% -5.4 112 42% Nokia OS 16% RIM OS Android 11% Other 3% 5% www.inmobi.com Page -- Source: InMobi Global Mobile Ad Network Statistics, July 2010
  • 13. www.inmobi.com !"#$%&'(
  • 14. www.inmobi.com !"#$%&'(
  • 15. www.inmobi.com !"#$%&'(
  • 16. www.inmobi.com !"#$%&'(
  • 17. www.inmobi.com !"#$%&'(
  • 18. PART II:
 FRENCH & EUROPEAN RESULTS 
 CONSUMER SURVEYS" 9"
  • 19. Full Questionnaire" Question" Specific Language" Question" Specific Language" Are you:" With ads: your phone bill is reduced by 10%" 1.  Gender" ○ Male" Without ads: you pay the regular price" ○ Female" 6. What if … Are you more willing to have ads on your Your age:" data plan" phone?" ○ 0 -14 [End]! ○ 35 - 44" 2.  Age " ○ Yes" ○ 15 - 24" ○ 45 - 64" ○ Maybe" ○ 25 - 34" ○ 65 +" ○ No" How comfortable are you with mobile advertising?" What if all the ads on your phone are ○ Very comfortable, they serve an important purpose" 3. Overall personalized to you in a helpful way. " ○ Somewhat comfortable, Iʼm getting used to seeing them" opinion" ○ Not comfortable at all, they are intrusive" For example, you travel to a new city and an ad ○ No opinion, I do not think much about ads on my phone" gives you a coupon to a local restaurant." 7. What if … Has a mobile ad ever…? [check all that apply]! relevance" □ Introduced me to something new" Are you more willing to have ads on your □ Helped me learn more about something" phone?" □ Saved me money " ○ Yes" 4. Ad □ Saved me time" ○ Maybe" benefits" □ Helped me find something nearby" ○ No" □ Reminded me of something important" □ Entertained me" L4$(0"$)'?$-@,),$'>)$0&$(0"/$1@0&,G$?@*6@$?0"#>$(0"$ 67'289:8';<' 6#*63G$*4$'&(I$1%2#%3$'44$-2'-$5*6$78/2-$%48%39$ □ Given me something for free " =>?@<'A>?' !',CD;EFDG',1%',;@@' □ Been relevant to who I am or what I am doing" :@9:B' !',CD;EFDG',1%'(D;C:8' With ads on your phone: you get free apps" !',CD;EFDG',1%',>HIDHI' Without ads: you pay for those apps" !',CD;EFDG',1%'!?C:8;JD' !"##$%&#'()#$ !',CD;EFDG',1%'*9C;@' 5. What if Are you more willing to have ads on your phone?" *+$+#,-$.'/#0$ !'.>HD'>K'I8DJD' … apps" ○ Yes" ○ Maybe" H@($>*>$-@,$'>M)N$(0"$),#,6-,>$'11,'#$-0$(0"I$$1%2#%3$ ○ No" L7'28A'JD@D:I' '44$-2'-$'..459$$$$"'7#$48:-$':$;<$ 10"
  • 20. Ad Creative Strategy:
 4 Categories, 5 Calls to Action, 14 Countries" Four 2'90/$ D#05'#$ 2'90/$20<*,$ R,?$F0&)"7,/$ distinct O0-,#$ %"-070B<,$ Q,#,'),$ .#,6-/0&*6$ brands:" P/'&>$ P/'&>$ #2 Global Hotel Brand" #10 Global Brand " #5 Global Brand " #18 Global Brand" Credentials:" (after Holiday Inn, source: Lodging (Interbrand™ List, 2009)" (Interbrand™ List, 2009)" (Interbrand™ List, 2009)" Hospitality magazine online)" “Travel to a new “Movie X playing this “International launch “New hybrid sport Scenario: " city”" summer”" of Device Y”" car”" Five Calls-to-Action for Each: " •  Make a Call" •  Make a Purchase" •  Do a Search" •  Share with Friends" •  Get Digital Content" Consumers Experienced Real 300x50 Banner Creative, We Blinded Brands To Release These Results Publicly! 11"
  • 21. Specific Creative By Call to Action:
 Copy and 300 x 50 Banners" (8;CD'=9I8'MC9DH<J' $;BD'%'!?C:8;JD' "D:>NNDH<';'KC9DH<';H<'ODI'A>?C' 0>>B'H>=';H<'J;FD'TQR' C>>N'PQR'>S' (8;CD'I8D'IC;9@DC';H<'JDD'I8D'N>F9D' 0?A'E:BDIJ'H>='C9O8I'>FDC'A>?C' I><;A' U8>HD' "D:>NNDH<';'KC9DH<';H<'ODI';'KCDD' 0?A'H>=';H<'J;FD'TQR' 8D;<JDI' (8;CD';'F9CI?;@'IDJI'<C9FD'=9I8';' V7LR'WH;H:9HO';F;9@;X@D'H>='C9O8I' KC9DH<' >FDC'A>?C'U8>HD'' 12"
  • 22. Creative By Call to Action:
 Copy and 300 x 50 Banners" $;BD';',;@@' Y>'%'(D;C:8' ZDI'Y9O9I;@',>HIDHI' !@;HH9HO';'IC9U['',;@@'H>='K>C' .DD<';'8>ID@'C>>N['',@9:B'H>='I>' !@;HH9HO';'IC9U['1;BD';'F9CI?;@'I>?C' <9J:>?HI'C;IDJ' WH<';'C>>N'HD;CXA7' >K'>?C'HD=@A'CDN><D@D<'C>>NJ7'' ,;@@'H>='K>C'E:BDIJ7' (D;C:8'H>='K>C'I8D;IDCJ';H<' Y>=H@>;<'IC;9@DCJ';H<'=;@@U;UDCJ' J8>=ENDJ'HD;C'A>?7' >K'A>?C'K;F>C9ID':8;C;:IDC7'' 0>>B';'IDJI'<C9FD'I><;A7' 5>:;ID';'<D;@DC'HD;C'A>?7' 1;BD';'F9CI?;@'IDJI'<C9FD' ,;@@'H>='K>C'9HK>CN;E>H';H<' M9H<';'JI>CD'HD;C'A>?7' (DD';'@9FD'<DN>'>K'>?C'N>JI' <9J:>?HIJ7' ;<F;H:D<'U8>HD'DFDC' 13"
  • 23. Second Market in Global Study" FRENCH RESULTS" 14"
  • 24. STU$04$!/,&6@$60&)"7,/)$'#/,'>($,75/'6*&8$ -@,$5,&,V-)$04$705*#,$'><,/B)*&8=$ Level of Comfort with Mobile Advertising" ]LR' V6R' TQR' VVR' VVR' Very comfortable," Somewhat No opinion," Somewhat Not comfortable they serve an comfortable," I do not think uncomfortable," at all," important purpose" Iʼm getting used much about ads they can be they are intrusive" to seeing them" on my phone" distracting" Base = Total France (n=269)" 15" Q3. How comfortable are you with mobile advertising? "
  • 25. 2'/3,-$>*W,/,&6,)$#*3,#($>/*<,&$5($6075*&'B0&$04$ 60&)"7,/$,X1,/*,&6,$'&>$6"#-"/'#$1,/6,1B0&)=" Level of Comfort with Mobile Advertising" 1>U'T'0>a' .D?IC;@' 0>b>N'T'0>a' V`R' VLR' ]TR' ]PR' ]_R' VTR' `R' Y;$Z01$[$ VVR' P0X$$]^U$ VPR' TVR' ^VR' ^PR' P^R' _LR' _PR' )3' #I;@A' MC;H:D' (U;9H' ZDCN;HA' Base = Total respondents (EU=1,511; US=4,399; UK=449; Spain=400; France=269; Italy=194, Germany* 94) *Caution: Small sample size" 16" Q3. How comfortable are you with mobile advertising? "
  • 26. ."/01,'&$?07,&$'/,$#,))$,&-@")*')B6$-@'&$7,&=$$ L&-,/,)B&8#($-@*)$*)$,X'6-#($-@,$0110)*-,$04$VX,>$?,5=" Level of Comfort with Mobile Advertising" 1>U'T'0>a' .D?IC;@' 0>b>N'T'0>a' 1>U'T'0>a' .D?IC;@' 0>b>N'T'0>a' TPR' ]VR' TTR' T^R' _VR' V_R' VVR' V^R' V]R' V6R' `VR' ``R' PLR' P]R' _QR' 'P]R'9H')7(7' PVR'9H')7(7' $;@D' MDN;@D' )H<DC'TP' TP'c'__' _Pd' Base = Total respondents (n=1,511)" 17" Q3. How comfortable are you with mobile advertising? "
  • 27. 205*#,$'>$/,#,<'&6,$-/"71)$J4/,,K$5($'$)*8&*V6'&-$ 7'/8*&$'&>$*)$'$60&)*)-,&-$>*8*-'#$7,>*'$V&>*&8=$" Willingness to Have Ads on Phone" Free Apps" Ads Personalized to You" &DJ' $;AXD' .>' 10% Off Phone Bill" &DJ' $;AXD' .>' &DJ' $;AXD' .>' VQR' TVR' _VR' TVR' ]VR' PLR' ]6R' PPR' T_R' Base = France (n=269)" What if scenarios presented:" Q5. With ads on your phone::you get free apps; Without ads: you pay for those apps; " Q6. With ads: your phone bill is reduced by 10%; Without ads: you pay the regular price; " Q7. All the ads on your phone are personalized to you in a helpful way? For example, you travel to a new city and an ad gives you a coupon to a local 18" restaurant; Are you more willing to have ads on your phone?"
  • 28. P/'&>$1,/40/7'&6,$5,&,V-)$>07*&'-,$-@,$60&)"7,/$ 7*&>),-$')$0110),>$-0$&*6@,$-'6B6)$)"6@$')$#06'B0&=" Benefit of Mobile Advertisements Seen in the Past" #HIC><?:D<'A>?'I>'J>NDI89HO'HD=' _`R' Z9FDH'A>?'J>NDI89HO'K>C'KCDD' ]`R' -D@UD<'A>?'@D;CH'N>CD';X>?I'J>NDI89HO' ]`R' +HIDCI;9HD<'A>?' ]TR' (;FD<'A>?'N>HDA' VVR' "DN9H<D<'A>?'>K'J>NDI89HO'9NU>CI;HI' ^R' -D@UD<'A>?'WH<'J>NDI89HO'HD;CXA' ^R' (;FD<'A>?'END' ^R' 0DDH'CD@DF;HI'I>'=8>'A>?';CD'>C'=8;I'A>?';CD'<>9HO' QR' Base = France (n=269)" 19" Q4. Has a mobile ad ever…? [check all that apply]"
  • 29. ;*7*#'/$-0$0<,/'##$'66,1-'&6,G$Y_$'&>$L-'#($)@0?$-@,$ @*8@,)-$#,<,#)$04$*&-,/,)-$40##0?,>$5($!/'&6,=" Mobile Ads Consumers Would Click On" % Yes, would click on at least one" Y;$Z01$[$ P0X$$]]U$ 76%" 80%" 59%" 45%" 44%" UK" Italy" France" Spain" Germany" Base = Total respondents (EU=1,511; US=4,399; UK=449; Spain=400; France=269; Italy=194, Germany* 94) *Caution: Small sample size" 20" Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]"
  • 30. !/,&6@$60&)"7,/)$,X1/,))$/,#'B<,#($@*8@$*&-,/,)-$*&$'##$ 5/'&>)$-,)-,>$)"88,)B&8$'$5/0'>$'11,'#$*&$705*#,=" 66%" 2'90/$ 54%" 20<*,$ O0-,#$ 46%" 34%" Q,#,'),$ P/'&>$ Yes, would click on No, not click on any" Yes, would click on No, not click on any" one or more ad" one or more ad" 59%" F0&)"7,/$ 41%" 50%" 50%" .#,6-/0&*6$ %"-070B<,$ Yes, would click on No, not click on any" Yes, would click on No, not click on any" one or more ad" one or more ad" Base = France (n=269)" 21" Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]"
  • 31. L&-,/,)-$*)$#*&3,>$-0$-@,$60&<,&*,&-$&'-"/,$04$-@,$ 705*#,$>,<*6,`$'$"&*a",$')1,6-$/,#'B<,$-0$VX,>$?,5=" Mobile Ads Consumers Would Click On" 26%" 16%" 11%" 7%" 7%" Call" Purchase" Viral" Search" Content" Base = Test respondents (n=1,511)" 22" Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click]"
  • 32. ."/01,'&$8,&>,/$>*W,/,&6,)$'/,$)-/0&8$,<*>,&6,$04$-@,$ &,,>$-0$60&)*>,/$-@,$1,/)0&'#$&'-"/,$04$-@,$>,<*6,=" Mobile Ads Consumers Would Click On" Male" 22%" 14%" 13%" 13%" 13%" Call" Purchase" Viral" Search" Content" Female" 20%" 13%" 14%" 13%" 14%" Call" Purchase" Viral" Search" Content" Base = Test respondents (Male=911; Female=600)" 23" Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]"
  • 33. ."/01,'&$'8,$>*W,/,&6,)$4"/-@,/$*##")-/'-,$-@,$10*&-=$$ 2"#B1#,$FZ%)$'/,$&,,>,>$40/$'$6'71'*8&$-0$1,/40/7=" Mobile Ads Consumers Would Click On" Under 25" 26%" 20%" 21%" 17%" 18%" Call" Purchase" Viral" Search" Content" 25 - 44" 19%" 14%" 12%" 12%" 9%" Call" Purchase" Viral" Search" Content" 45+" 17%" 11%" 12%" 7%" 4%" Call" Purchase" Viral" Search" Content" Base = Test respondents (Under 25=809; 25 – 44= 551; 45+=152*); *Caution: small sample size." 24" Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]"
  • 34. b")-$?@,&$?,$-@0"8@-$?,$"&>,/)-00>$-@,$6/,'B<,$5,)-$ 1/'6B6,)G$0"/$'"-0$6/,'B<,$1/0<,)$")$?/0&8=" 10%" 9%" Male" 16%" %"-070B<,$ 13%" Content" Search" 28%" Viral" Purchase" Call" 19%" 11%" Female" 12%" 25%" 9%" 12%" 14%" 10%" 13%" 21%" Call" Purchase" Viral" Search" Content" Base = France n=269" 25" Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]"
  • 35. L71#*6'B0&)$f$F0&)*>,/'B0&)$ c=  %66,1-'&6,$*)$'#/,'>($)-/0&8$'&>$7'90/$5/'&>)$,&-,/*&8$-@,$705*#,$)1'6,$?*##$ 0&#($*71/0<,$"10&$-@*)$60&)"7,/$1,/6,1B0&=$ [=  F0&)"7,/)$70)-$<'#",$'&$'"-@,&B6$,X6@'&8,$04$<'#",=$$!/,,$*)$#,))$6071,##*&8$ -@'&$/,#,<'&-$&,?)$0/$*&40/7'B0&=$ ^=  205*#,$*)$R:Z$-@,$VX,>$?,5=$$O,'<($60&-,&-$'&>$),'/6@$'/,$/,#'B<,#($#,))$ *710/-'&-$-0>'($*&$705*#,$-@'&$*&$VX,>$?,5=$$%>9")-$'660/>*&8#(=$ d=  F/,'B<,$7")-$60&)*>,/$-@,$1,/)0&'#$&'-"/,$04$-@,$>,<*6,$'&>$705*#,e)$5/0'>$ 60&)"7,/$"),$6'),)$-0$>/*<,$1,/40/7'&6,=$ S=  20/,$406")$0&$?@'-$?0/3)$M')$0110),>$-0$?@'-e)$&,?N$?*##$@,#1$-@,$7'/3,-$ 8/0?=$$P/'&>$1,/40/7'&6,$5,&,V-)$)6'#,$'&>$0W,/$60&)"7,/)$?@'-$-@,($?'&-=$$ ]=  P,)-$1/'6B6,)$?*##$6@'&8,$60&)-'&-#(=$$Z,)-$'&>$#,'/&$'11/0'6@,)$'/,$'$&,6,))*-($ 40/$,<,/($6'71'*8&=$$ 11/9/10" 26"
  • 36. THE INMOBI STORY" Who We Are" THE WORLDʼS MOBILE AD ESTABLISHED GLOBAL NETWORK" MOBILE PLAYER" Funded by Kleiner Over 23.9 Billion Perkins Caufield & Byers impressions monthly in and Sherpalo Ventures. 125 countries. 150+ EMPLOYEES PROVIDES WEʼVE SEEN THE PRESENT" LOCAL SUPPORT" San Francisco, Mobile is the ONLY Singapore, London, screen in emerging Japan, India, markets. We started South Africa there and are here now. MOBILE EXPERTISE MATTERS" 11/9/10" 27"
  • 37. Rapid Global Expansion" MONTHLY IMPRESSIONS" JANUARY 09- " 420 MILLION TODAY-" 21.2 BILLION ACTIVE ADVERTISERS" JANUARY 09-" 60 500 TODAY-" PUBLISHER PARTNERS" JANUARY 09-" 500 TODAY-" 4,000 OFFICES" JANUARY 09-" 3 TODAY-" 6 COUNTRIES" JANUARY 09-" 8 TODAY-" 115 11/9/10" 28"
  • 38. We Are A Mobile Display Ad Network" " THE MOBILE ADVERTISING " THE MOBILE ADVERTISING PAST…NOT US" PRESENT AND FUTURE" 11/9/10" 29"
  • 39. A Selection of Partners" 11/9/10" Plus Dozens of Tier One Apps" 30"