Catherine dickie bbc

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The Treasure is in the Data - How Three International Brands Found Marketing Gold.

Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit

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Catherine dickie bbc

  1. 1. 1 Affluent connection REACHING HIGH INCOME CONSUMERS WITH MOBILE BRANDADVERTISING A research study by BBC Global News ASIA
  2. 2. 2 Source: Affluent Connection, Millward Brown, 2013 SMARTPHONE / TABLET USERS SURVEYED SWEDEN INDIA GERMANY HONG KONG AUSTRALIA UNITED STATES
  3. 3. 3 CONNECTING TO THE AFFLUENT Affluent consumers 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. 4 AFFLUENTS LOVE NEW TECH Source: Affluent Connection, Millward Brown, 2013 Q3. What type(s) of mobile devices do you currently use? By mobile phone, we mean a device which you make calls and/or texts on. By tablet, we mean your mobile device which typically uses touch screen and requires wifi to connect to the internet Q3a. Please name the specific make and model of your main mobile phone?. Latest generation Older generation Large Small SMARTPHONE TABLET 32% 3% 28% 15%Affluent Asian 20% 6% 13% 12% 29% 3% 27% 16%
  5. 5. 5 Upwardly mobile
  6. 6. 6 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 (global 39%) 49% of affluentAsians access the internet on mobile Latest generation users are twice as likely to access the internet hourly versus users of older generation 2x
  7. 7. 7 GETTING DOWN TO BUSINESS Source: Affluent Connection, Millward Brown, 2013 Q.31. When thinking of your mobile phone, please indicate how strongly you agree or disagree with the following statements. When thinking of your tablet, please indicate how strongly you agree or disagree with the following statements. Q17. Do you use your mobile device for business? 61% Affluent Asians use their mobile phone for business (51% global) 58% indispensible more efficient organising their personal life feel that their mobile is when they are on the go 69% say their mobile makes them 55% state that their mobile is their primary tool for versus 44% for tablet versus 56% for tablet versus 41% for tablet
  8. 8. 8 SO, WHAT IS A TABLET FOR…? Source: Affluent Connection, Millward Brown, 2013 Q20 In a typical week, how many hours do you spend using a tablet? More than 1 in 3 affluent consumers spend over five hours per week playing games and watching entertainment videos on their tablet 44% over five hours per week social networking
  9. 9. 9 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 80 General population Affluent consumers Latest generation Affluent Asian % agree with statement Makes me more efficient Is indispensible as I am always on the go Is primary tool for organising personal life Is primary tool for organising work life My mobile phone…
  10. 10. 10 News on the go
  11. 11. 11 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? 42% AffluentAsians prefer mobile devices to their desktop for accessing news Compared to the general population… “Get news whenever I want. It is real-time and convenient.” MALE,58,HONG KONG 10% more likely to share news stories on a mobile than desktop18% for business/finance news for consuming current affairs or breaking news 17%more likely to prefer using mobile devices than desktop
  12. 12. 12 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? “If you could only use one device to consume news” YoY2012/13 +15% mobile phones +9% tablets -17% desktop “A mobile phone is handy and compact. I personally prefer reading news articles on my mobile phone.” FEMALE, 22,INDIA
  13. 13. 13 ENGAGING THE 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 “How you consume news on mobile phones”
  14. 14. 14 AFFLUENT ASIANS LOVE NEWS APPS Source: Affluent Connection, Millward Brown, 2013 Q27. Of the different types of apps installed on your mobile phone, how often do you use them? Q28. Of the different types of apps installed on your tablet, how often do you use them? Q29: You said you have a news app installed on your mobile device. Which method of accessing the news do you prefer? access news apps at least once a day – 7% more than the general population49% Travel,business and finance are also more important News Most frequently used apps AffluentAsians are 11% higher
  15. 15. 15 OPENING UP A WHOLE NEW WORLD 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%
  16. 16. 16 AND IT’S THE BEST OF BOTH WORLDS Source: Connecting The Story, InSites Consulting, 2012 Q: For each device you have access to, please tell me, for a typical 24-hour period, when you would use it to access the news or consume the news during the week? Base: Tablet users: 2,014 / Non Tablet users: 1,596 NON TABLET USERS TABLET USERS` % using smartphone to access news across the day 35 30 25 20 15 10 5 0
  17. 17. 17 Mobile advertising delivers results
  18. 18. 18 MAKING OUR MARK
  19. 19. 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% % DESKTOP IS A PROVEN MEDIUM 19 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
  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% % 20 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
  21. 21. 21 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% %
  22. 22. % 22 MOBILE IS TWICE AS IMPACTFUL 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 mobile campaigns: top 20% vs. rest of population Aided Brand Awareness Brand Favourability Purchase Intent +4.7% +71.4% +63.2% Ad Awareness Message Association +12.5% +16.8% +49.1% +4.5% +32.4% +3.4% +4.7%
  23. 23. 23 THE PRIME FORMATS Full-Page Interstitial Banner (300x50) MPU Banner (300x250) Sponsorship Button* Pre-roll *currently available on tablets only
  24. 24. 24 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 Global Asia % Agree % Uplift % Agree % Uplift Pre-roll 40% +0% 53% -4% MPU 39% +15% 55% +8% Full-Page Interstitial 32% +10% 44% +3% Sponsorship Button 28% +22% 36% +5% Banner 28% +22% 42% +8%
  25. 25. 25 AND TAKE POSITIVE ACTION 30% would follow or comment about the brand on Facebook orTwitter 37% 16% would 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? 35% would search for the brand on the Internet
  26. 26. 26 IT’S WHAT YOU DO THAT COUNTS Source: Affluent Connection, Millward Brown, 2013 Q35. More specifically, in the past 4 weeks, which of the following actions have you taken as a result of seeing one of the below formats of advertising? 27% have interacted with a mobile ad in the last four weeks Acted on seeing an ad on their mobile phone in the last four weeks Banner ads on mobile 44% Full-screen ads on mobile 42% Video ads on mobile 43% Acted on seeing an ad on their tablet in the last four weeks Banner ads on tablet 44% Full-screen ads on tablet 42% Video ads on tablet 44%
  27. 27. 27 MOBILE IS NOW AS ACCEPTED AS DESKTOP Source: Affluent Connection, Millward Brown, 2013 Q32. And how would you characterize your attitude towards each of the following types of advertising? uplift compared to the general population+13% %Affluents have a positive/neutral attitude towards advertising 50% 51% 53% 60% 60% 60% GLOBAL ASIA
  28. 28. 28 ENHANCE YOUR BRAND Source: Affluent Connection, Millward Brown, 2013 Q40. To what extent do you agree or disagree with the below statements? 16% higher than the general population Advertising on mobile will enhance brand perception as modern and dynamic
  29. 29. AND MAKE IT PERSONAL 29 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... Trustworthy 31% 32% Appealing 36% 36% In touch with my needs 35% 34% For someone like me 34% 32% High quality 31% 32% Desirable 32% 33% Innovative 38% 38% Reputable 32% 32%
  30. 30. 30 CATCH UP WITH YOUR AUDIENCE… Recognise the changing media habits of affluent consumers. Understand how they spend their time now 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
  31. 31. 31 Thank You Catherine.Dickie@bbc.com @CatDickie

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