Mobile Convention Amsterdam 2014 - BBC - Isla Macleod
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Presentation BBC - Isla Macleod at Mobile Convention Amsterdam 2014
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Mobile Convention Amsterdam 2014 - BBC - Isla Macleod
- 1. 1 Affluent connection REACHING HIGH INCOME CONSUMERS WITH MOBILE BRANDADVERTISING A research study by BBC Global News
- 2. 2 Source: Affluent Connection, Millward Brown, 2013 SMARTPHONE / TABLET USERS SURVEYED SWEDEN INDIA GERMANY HONG KONG AUSTRALIA UNITED STATES
- 3. 3 CONNECTING TO THE AFFLUENT The top 20% The top 20% income earners, mirroring Ipsos PAX,EMS and Mendelsohn surveys General populationand we compared them to the WEWORKEDWITHTHE BEST Millward Brown a leading research agency specialising in advertising,media,digital and brand equity research Source: Affluent Connection, Millward Brown, 2013
- 4. 4 How do you reach them?
- 5. 5 BE WHERE THEY ARE… Source: Affluent Connection, Millward Brown, 2013 Q6. Which of the following best describes how frequently you access the Internet (excluding apps) from your mobile device? At least once an hour 18% higher than the general population 39% access the internet on mobile devices Latest generation users are twice as likely to access the internet hourly versus users of older generation 2x
- 6. 6 UNDERSTAND WHY… Source: Affluent Connection, Millward Brown, 2013 Q17. Do you use your mobile device for business? Q31. When thinking of your mobile phone/tablet, please indicate how strongly you agree or disagree with the following statements. Compared to the general population… more likely to use their mobile phone for business 27% more likely to agree that their mobile phone is the primary tool for organising their work life36% more likely to agree that an increasing amount of work is accomplished on the phone 35%
- 7. 7 AND CONNECT TO THEM Source: Affluent Connection, Millward Brown, 2013 Q18a. On a typical week day what percentage of your total usage of your mobile phone is work-related? 46%of affluents who use their phone for business APAC region blazes the trail 53% India 54%Australia 53% Hong Kong spend over 50% of their time on work-related usage
- 8. 8 BECAUSE THE FUTURE IS MOBILE Source: Affluent Connection, Millward Brown, 2013 Q31. When thinking of your mobile phone, please indicate how strongly you agree or disagree with the following statements. 10 20 30 40 50 60 70 General population Affluent consumers Latest generation % agree with statement Mobile phone makes me more efficient Mobile phone is indispensible as I am always on the go Mobile phone is primary tool for organising personal life Mobile phone is primary tool for organising work life
- 9. 9 News on the go
- 10. 10 CLEAR PICTURE EMERGES IN NEWS Source: Affluent Connection, Millward Brown, 2013 Q16. How much do you agree with the following statements? Q22. Thinking about how you use your mobile device compared to a PC or laptop; which of the following activities do you prefer using your mobile device for rather than a computer? 30% prefer mobile devices to their desktop for accessing news Compared to the general population… “My mobile gives me news quickly and instantly without having to switch on the PC. The size of the screen means it's easy to read, too.” MALE,28,GERMANY 15% more likely to share news stories on a mobile than desktop28% for business/finance news for consuming current affairs or breaking news 11%more likely to prefer using mobile devices than desktop
- 11. 11 AND IS ONLY GOING IN ONE DIRECTION Sources: Affluent Connection, Millward Brown, 2013 and Connecting The Story, InSites Consulting, 2012 Samples: 1,908 (InSites Consulting) and 3,000 (Millward Brown) Q15. If you could only use one device to consume news, which would it be? “I’ve always got my phone on me and I always keep up-to-date.” FEMALE, 27,GERMANY YoY2012/13 +15% mobile phones +9% tablets -17% desktop
- 12. 12 ENGAGE WITH YOUR AUDIENCE Sources: Affluent Connection, Millward Brown, 2013 and Connecting The Story, InSites Consulting, 2012 Samples: 1,908 (InSites Consulting) and 3,000 (Millward Brown) Q.14. How would you describe the way you consume news on each device? 2012 37%Skim or scan the headlines 2013 32% -13% 13% 16% +21%Read / watch in depth
- 13. 10 15 20 25 30 35 General population Affluent consumers Latest generation % preference for different news types on mobile versus desktop Current affairs/breaking news Business/finance news Sports news 13 GROWING PREFERENCE FOR NEWS ON THE GO Source: Affluent Connection, Millward Brown, 2013 Q22. Thinking about how you use your mobile device compared to a PC or laptop; which of the following activities do you prefer using your mobile device for rather than a computer?
- 14. 14 TIME TO TRY NEW FORMATS Source: Affluent Connection, Millward Brown, 2013 Q21. You said that you use your mobile phone for news-related content. Which of these do you do when browsing news-related content? 34%Watch news videos 31% +10% Watch live news streaming Latest generation Older generation 23% 21% +10%
- 15. 15 Reaching far and wide
- 16. 16 ENHANCE YOUR BRAND Source: Affluent Connection, Millward Brown, 2013 Q40. To what extent do you agree or disagree with the below statements? 15% higher than the general population Advertising on mobile will enhance brand perception as modern and dynamic
- 17. 17 AND MAKE IT PERSONAL Source: Affluent Connection, Millward Brown, 2013 Q38. Please select how much you agree or disagree with the below statements. Seeing an ad on my mobile device for a brand makes me think that the brand is Seeing an ad on my mobile device makes me think the brand is... Latest generation Older generation Trustworthy 29% 23% Appealing 32% 25% In touch with my needs 32% 27% For someone like me 31% 24% High quality 29% 23% Desirable 29% 25% Innovative 33% 24% Reputable 29% 24%
- 19. 20
- 20. Aided Brand Awareness Brand Favourability Purchase Intent +7.9% +59.5% +47.8% Ad Awareness Message Association +6.1% +8.4% +12.7% +3.0% +11.8% +2.6% +2.9% % 21 DESKTOP IS A PROVEN MEDIUM Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control Average brand metric changes for mobile and online campaigns
- 21. Aided Brand Awareness Brand Favourability Purchase Intent +7.9% +59.5% +47.8% Ad Awareness Message Association +6.1% +8.4% +12.7% +3.0% +11.8% +2.6% +2.9% % 22 BUT MOBILE IS TWICE AS EFFECTIVE Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control Average brand metric changes for mobile and online campaigns
- 22. 23 FOUR TIMES AMONG AFFLUENTS Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control Average brand metric changes for top 20% income earners: mobile vs. desktop campaigns +4.7% +71.4% +63.2% +12.5% +16.8% Aided Brand Awareness Brand Favourability Purchase Intent Ad Awareness Message Association +12.7% +2.4% +16.2% +3.3% +2.7% %
- 24. 25 THE PRIME FORMATS Full-Page Interstitial Banner (300x50) MPU Banner (300x250) Sponsorship Button Pre-roll
- 25. 26 AFFLUENTS SEE ADVERTISING FORMATS MORE POSITIVELY Source: Affluent Connection, Millward Brown, 2013 Q.44 Overall, how favourable was your experience with the above advertising? Very favourable / somewhat favourable Affluent Consumers % uplift versus general population Pre-roll 40% -% MPU 39% +15% Full-Page Interstitial 32% +10% Sponsorship Button 28% +22% Banner 28% +22%
- 26. 27 THEY PAY ATTENTION Source: Affluent Connection, Millward Brown, 2013 Q.45 How much attention did you pay to the advert? Paid attention to the ad Affluent Consumers % uplift vs general population MPU 80% +1% Full-Page Interstitial 79% +3% Pre-roll 76% -5% Sponsorship Button 70% +6% Banner 69% +1%
- 27. 28 AND TAKE POSITIVE ACTION 11% more likely they would like, follow or comment about the brand on Facebook orTwitter 12% 21% more likely to visit the brand’s website more likely to look for the brand in a store or purchase the product / use the service Source: Affluent Connection, Millward Brown, 2013 Q48. After viewing the ad, how likely are you to: Like, follow or comment about the brand on Facebook or Twitter? 18% more likely to recommend a brand to friends/family
- 28. 29 CATCH UP WITH YOUR AUDIENCE… Recognise the common values of affluent consumers. Understand how they spend their time and be where they are Mobile advertising is effective, even more so among affluent consumers Affluent consumers engage and take action with mobile advertising Technology is driving the change - a faster adoption of the trend is vital
- 29. 30 BBC DIGITAL STRATEGY Mobile led product innovation
- 30. 31 NEW NEWSAPP Consumer benefits • Unlimited content • More video • More personalisation • Better user experience
- 31. 32
Editor's Notes
- Importantly the affluent consumers’ more positive reaction to mobile advertising does lead to action. Compared to the general population there are more likely to follow or comment on a brand on social media having seen mobile advertising. As well as recommend a brand to friends or family and crucially they are more likely to look for the advertised brand in store or purchase the product. Q48 After viewing the ad, how likely are you to: Like, follow or comment about the brand on Facebook or Twitter Like, follow or comment about the brand on Facebook or Twitter – affluents 20% Gen pop 18%
- It is time for advertisers to recognise that mobiles play an increasingly central role in affluent consumers’ media consumption. Affluents spend more and more of their time using their phones, especially to enhance their effectiveness in the work environment. Advertising on mobile represents an opportunity to reach affluent consumers when they are genuinely engaged on a device that is important to them. Affluents recognise that advertising enables them to enjoy the benefits of the connected world and this makes them more positive than the general population towards mobile advertising. This attitude, coupled with the advances in handset technology which mean that ads load quickly without slowing up the user experience, have made affluent consumers more responsive to mobile advertising. Millward Brown’s work in this area, based on numerous case studies and 100,000s of respondents, shows overwhelmingly that mobile is working even harder for advertisers than the long-proven desktop medium, especially among affluent consumers..