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IPG Media Lab + Kiip: Moments That Matter

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IPG Media Lab + Kiip: Moments That Matter

  1. 1. ‹#›‹#› Moments That Matter IPG Media Lab + Kiip
  2. 2. © 2014 IPG Media Lab. Proprietary & Confidential 2 0 20 40 60 80 2008 2009 2010 2011 2012 2013E 2014E 2015E 2016E 2017E Source: MAGNA GLOBAL estimates for A18+ for TV, Radio, Internet, Newspapers, Magazines and Gaming Consoles. Mobile Usage All Other Media THE FUTURE IS MOBILE Incremental Media Consumption
 US Mobile Media, in Hours per Week Growth in time spent with media comes from mobile…
  3. 3. © 2014 IPG Media Lab. Proprietary & Confidential 3 Source: MAGNA GLOBAL THE FUTURE IS MOBILE Global Advertising Revenues Average Growth 2012-2017 (CAGR) …to keep pace, mobile spend is growing—fast. All Media Newspapers Magazines Radio Trad OOH TV Display Search DOOH Online Video Programmatic Mobile 30.6% 25% 20.3% 16.9% 13.2% 5.1%5.5% 3.7%2.3% -1.7%-1.8% 5.2% 30.6% MOBILE GROWTH
  4. 4. © 2014 IPG Media Lab. Proprietary & Confidential Why simply take the same old ad formats and apply them to mobile? 4 Mobile Is Ripe for INNOVATION
  5. 5. © 2014 IPG Media Lab. Proprietary & Confidential IT’S ABOUT THE MOMENT Instead of using persistent banner displays, reach audiences with rewards when happiness and attention levels are at their peak to make the most memorable, positive engagements. 5
  6. 6. © 2014 IPG Media Lab. Proprietary & Confidential 6 DAILY MOMENTS OF ACHIEVEMENT Throughout the day, users accomplish goals on their mobile phones, whether it be ! ✓ checking off a to-do list task ✓ completing a hard workout ✓ preparing a delicious meal MORNING AFTERNOON EVENING LOGGED workout EXPLORES new music FINISHES to-do list ACHIEVES high score WATCHES new show REVIEWS new recipe
  7. 7. © 2014 IPG Media Lab. Proprietary & Confidential 7 KEY QUESTIONS • Are moments of achievement really different than other moments? • Should advertisers engage with consumers at these moments? And, if so, how? • Do moments matter?
  8. 8. © 2014 IPG Media Lab. Proprietary & Confidential 8 In-Lab (Qualitative) Real World (Quantitative) METHOD: OBJECTIVE: • In-lab observation: bio- metrics, facial coding, survey, and post-experience interviews (n=61) • Participants “test” app for 3+ days, exposed to test stimuli, then take post-exposure survey (n=1,283) • Determine differences in reactions at moments of achievement • Examine impact of different forms of mobile advertising on branding metrics METHODOLOGY
  9. 9. © 2014 IPG Media Lab. Proprietary & Confidential Why simply take the same old ad formats and apply them o mobile? 9 Are Moments of Achievement Really Different Than Other Moments?
  10. 10. © 2014 IPG Media Lab. Proprietary & Confidential IN-LAB STUDY Moments of achievement excite consumers! 10 Game Play n=54; Moments of Achievement n=47 * EDA Measured Average % of Time Expressing Excitement +40% MORE EXCITEMENT during achievement moments Gameplay Moments of Achievement 21% 15% Measuring Excitement During Gameplay.
  11. 11. © 2014 IPG Media Lab. Proprietary & Confidential IN-LAB STUDY Achievements generate positive feelings. 11 IN-LAB STUDYValence -14 -9.5 -5 -0.5 4 Quarter Seconds of Game Play 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 Valence Measure During Gameplay Valence is the measure of positive or negative user experience Game Play Moment of Achievement Level Completion
  12. 12. © 2014 IPG Media Lab. Proprietary & Confidential Why simply take the same old ad formats and apply them o mobile? 12 Should advertisers engage with consumers at these moments? And, if so, how?
  13. 13. © 2014 IPG Media Lab. Proprietary & Confidential 13 ADS ! • Typically provide little benefit to consumers • Present regardless of on- screen events • Can feel intrusive REWARDS ! • Connect brands to consumers during peaks • Offer direct benefits • Complement app use and do not intrude VS REWARDS VS ADS What differentiates rewards and ads?
  14. 14. © 2014 IPG Media Lab. Proprietary & Confidential 14 VIRTUAL VS PHYSICAL REWARDS Virtual Reward Virtual currency high- fives (e.g. coins or hints in a game) Physical Reward Real tangible rewards for virtual achievements (e.g. Amazon mp3 credit)
  15. 15. © 2014 IPG Media Lab. Proprietary & Confidential 15 ADSREWARDS VS CONSUMER FEEDBACK Here’s what consumers told us. “I don't like [ads in free games], but accept them as a necessary evil for the app to be free.” “Keep the ads moderate. I'll consider them in that format. Full-screen domination makes me angry. You wouldn't like me when I'm angry.” “The [brand] ad every time I open the app makes me want to uninstall and never buy [brand].” “I like that any.do rewards me for getting things done. It ads [sic] a sense of accomplishment.” “Having Kiip rewards on your app will make me want to download it more :-) ” “Full page ads are super annoying. Ads are okay in my book if they give me rewards, though!”
  16. 16. © 2014 IPG Media Lab. Proprietary & Confidential 16 VS CONSUMER FEEDBACK Rewards are seen as better than ads; ads are often seen as annoying. ADSREWARDS
  17. 17. © 2014 IPG Media Lab. Proprietary & Confidential Consumers know in-app marketing is necessary… 17 CONSUMER FEEDBACK How acceptable is marketing in a free app on a mobile device? Acknowledge mobile ads as necessary Very Acceptable Somewhat Acceptable Neither Acceptable
 nor Unacceptable Somewhat Unacceptable Very Unacceptable 5% 16% 17% 44% 19% 63% Expect something for nothing21% Real World Test—Participants in Media Trial: 1,283
  18. 18. © 2014 IPG Media Lab. Proprietary & Confidential …But they prefer rewards. 18 2% 5% 10% 42% 42% Very Acceptable Somewhat Acceptable Neither Acceptable
 nor Unacceptable Somewhat Unacceptable Very Unacceptable CONSUMER FEEDBACK How acceptable are these types of ads in free mobile apps? 38% 34% 11% 14% 4% 50% 26%10% 11% 3% 3% 10% 12% 49% 27% Rewards Small Banner Ad Full Screen Image Ads Full Screen Video Ads Rewards are the most acceptable marketing. Real World Test—Participants in Media Trial: 1,283
  19. 19. © 2014 IPG Media Lab. Proprietary & Confidential Intrusive ads can actually damage brand opinion 19 CONSUMER FEEDBACK Percent of negative opinion of brands, if brands use these methods. Rewards Small Banner Image Ads Full Screen Image Ads Full Screen Video Ads 68% 62% 13% 6% More damaging than beneficial to brand opinion. Real World Test—Participants in Media Trial: 1,283
  20. 20. © 2014 IPG Media Lab. Proprietary & Confidential IN-LAB STUDY Ads vs. Rewards 20 IN-LAB STUDY Measuring surprise during app usage. Measured with Facial Coding Average % of Time Expressing Surprise Ads Rewards 18% 14%More surprise during rewards+29%
  21. 21. © 2014 IPG Media Lab. Proprietary & Confidential 21 IN-LAB STUDY Measuring excitement during app usage. EDA Measured Average % of Time Expressing Excitement Ads vs. Rewards Ads Rewards 21% 16%More excitement during rewards+31%
  22. 22. © 2014 IPG Media Lab. Proprietary & Confidential How Did Rewards Compare to Ads Across Brand Metrics with Real Advertisers? 22
  23. 23. © 2014 IPG Media Lab. Proprietary & Confidential The Cost of Brand Awareness REAL-WORLD STUDY Awareness appears a little stronger for intrusive ads, but at the cost of favorability. 23 Aided Brand Awareness Control Ads Rewards 60% 72% 8% Brand Favorability by Reward Type Control Ads Physical RewardsVirtual Rewards 55%54% 46% 49% Rewards show positive effect on brand favorability. Real World Test—Participants who started assigned app: Control n=245; Ads n=276; Rewards n=425
  24. 24. © 2014 IPG Media Lab. Proprietary & Confidential 24 REAL-WORLD STUDY Measuring brand favorability as a result of marketing. The price for intrusiveness is lower favorability Rewards show +10% lift on brand favorability. Real World Test—Participants who started assigned app: Control n=245; Ads n=276; Rewards n=425 Control Ads Rewards 54% 46%49%
  25. 25. © 2014 IPG Media Lab. Proprietary & Confidential 25 REAL-WORLD STUDY Measuring brand attributes as a result of marketing. Rewards boost all brand attributes. Acknowledge mobile ads as necessary Expect something for nothingIs a modern brand Is a brand on its way up Is a quality brand Is a brand I would
 pay more for Is a brand I respect Is a premium brand 50% 66% 22% 73% 37% 51% 39% 54% 16% 63% 29% 48% 37% 58% 15% 64% 30% 45% Control Ads Rewards Participants who started app Any.do: physical reward n=171; ad n=171; control n=189
  26. 26. © 2014 IPG Media Lab. Proprietary & Confidential 26 REAL-WORLD STUDY Measuring purchase intent by reward type. Virtual rewards are especially effective at boosting intent. Control Ads Physical Rewards Virtual Rewards 42% 24% 18%17% +133% Higher purchase intent from control. Virtual rewards offer immediate gratification. Participants who started assigned app: Virtual Reward n=170; Physical Reward n=255; Ads n=425; Control n=245
  27. 27. © 2014 IPG Media Lab. Proprietary & Confidential 27 REAL-WORLD STUDY Participants who redeemed reward at least once. Most consumers engaged with brands by redeeming. Physical Reward Virtual Reward 64% 70% Participants who started assigned app : virtual reward n=170; physical reward n=255
  28. 28. © 2014 IPG Media Lab. Proprietary & Confidential 28 REAL-WORLD STUDY Measuring brand awareness in participants who redeemed reward. Redeemers brand awareness markedly improved. Control 8% Physical Reward Virtual Reward 67% 81% 55% 64% Overall Redeemers Improved recall+27% Improved recall+22% Participants who started assigned app : virtual reward n=170; physical reward n=255
  29. 29. © 2014 IPG Media Lab. Proprietary & Confidential 29 REAL-WORLD STUDY Measuring brand favorability with regard to reward redemption. Redeemers show favorability even further past control. Improved favorability+6% Improved favorability+7% Control 49% Physical Reward Virtual Reward 57%57% 55%54% Overall Redeemers Participants who started assigned app : virtual reward n=170; physical reward n=255
  30. 30. © 2014 IPG Media Lab. Proprietary & Confidential 30 Use strategies customized to consumer behaviors on mobile devices • Don’t just apply existing digital strategies assuming they will work ! Reach and engage with consumers during moments that matter and offer branding that benefits them • These techniques work harder, particularly on positively shifting brand opinion and intent IMPLICATIONS Work closely with mobile partners to offer personalization and advanced targeting techniques ! Use a variety of different rewards instead of repeating the same thing • Surprise and excitement are both aspects of successful marketing
  31. 31. © 2014 IPG Media Lab. Proprietary & Confidential What’s Next? 31
  32. 32. © 2014 IPG Media Lab. Proprietary & Confidential FURTHER QUESTIONS 32 • Do time sensitive (expiring) rewards get redeemed more? • How easy should rewards be to obtain? • (i.e. What’s the reward sweet spot?) • Does reward creative burn out/fatigue as fast as regular creative, or can it stay in market longer at higher impression levels? • What are the best ways to target and personalize rewards? • How do generic rewards compare to brand specific rewards?
  33. 33. © 2014 IPG Media Lab. Proprietary & Confidential Appendix 33
  34. 34. © 2014 IPG Media Lab. Proprietary & Confidential 34 APPENDIX Recruited 61 Parents Game Play in UnblockMe or Mega Jump AD: Full screen banner ad displays at start REWARD: Virtual or physical reward after achievement moment Data Collection via Facial Coding & Biometric Bracelet Post-Exposure Survey & Interview In-Lab Test Methodology
  35. 35. © 2014 IPG Media Lab. Proprietary & Confidential Real-World Test Methodology 35 APPENDIX Recruited 1,283 participants From Kiip’s Database as “App Testers” Using Their Own Smartphone Initial Screeners Directed To Appropriate App & Advertiser (1 of 3) App Use At Least 3 Days Control Unblock Me (Gaming) Any.Do (Productivity) Ad Physical Reward Virtual Reward Post-Exposure Survey Assessing Brand Metrics
  36. 36. © 2014 IPG Media Lab. Proprietary & Confidential Real World Test: Verticals 36 CONDITIONS: APPS: APPENDIX VERTICALS TESTED: Unblock Me Any.do Entertainment Virtual Reward Physical Reward Banner Ad Physical Reward Banner Ad Control Automotive CPG Control
  37. 37. © 2014 IPG Media Lab. Proprietary & Confidential Moments of achievement are special times in app use, when consumers accomplish a goal, whether it be checking off an item from a “to-do” list or leveling up in a game. During these moments, rewards congratulate consumers, when happiness, attention and engagement levels are highest. 37 What Are Moment of Achievement Rewards? APPENDIX © 2014 IPG Media Lab. Proprietary & Confidential
  38. 38. © 2014 IPG Media Lab. Proprietary & Confidential 38 REAL-WORLD STUDY Purchase intents by app and industry. Rewards outperform ads, regardless of app/industry. CONTROL ADS REWARDS CPG (Any.do) 14% 9% 20% Auto (Any.do) 13% 7% 14% Entertainment (Unblock Me) 29% 34% 40% Participants who started assigned app: Virtual Reward n=170; Physical Reward n=255; Ads n=425; Control n=245
  39. 39. © 2014 IPG Media Lab. Proprietary & Confidential 39 APPENDIX: IN-LAB STUDY Awareness Is a Little Stronger for Intrusive Ads, But at What Cost? Sample sizes for participants who started assigned app: Control n=245; Ads n=276; Rewards n=425 Control Ads Rewards 19% 33% 0% Measuring unaided brand attributes as a result of marketing.
  40. 40. © 2014 IPG Media Lab. Proprietary & Confidential 40 APPENDIX: IN-LAB STUDY Measuring brand attributes as a result of marketing (Delta from Control). Rewards boost all brand attributes. Acknowledge mobile ads as necessary Expect something for nothing Sample sizes for participants who started assigned app Any.do: physical reward n=171; banner ad n=171; control n=189 Is a modern
 brand Is a brand
 on its way up Is a quality
 brand Is a brand I would
 pay more for Is a brand
 I respect Is a premium
 brand Δ∆2% Δ∆-4% Δ∆1% Δ∆-1%Δ∆-1% Δ∆3% Δ∆13% Δ∆8%Δ∆7% Δ∆8%Δ∆7% Δ∆6% Rewards Ads
  41. 41. © 2014 IPG Media Lab. Proprietary & Confidential 41 APPENDIX: IN-LAB STUDY Measuring purchase intent (Delta from Control). Rewards also more likely to drive purchase intent. Sample sizes for participants who started assigned app: Control n=245; Ads n=276; Rewards n=425 Ads Rewards Δ∆14% Δ∆1%
  42. 42. © 2014 IPG Media Lab. Proprietary & Confidential 42 APPENDIX: IN-LAB STUDY Measuring purchase intent by reward type (Delta from Control). Virtual rewards are especially effective at boosting intent. Virtual rewards offer immediate gratification. Sample sizes for participants who started assigned app: virtual reward n=170; physical reward n=255; ads n=276; control n=245 Ads Physical Reward Virtual Reward Δ∆25% Δ∆7% Δ∆1%

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