video - usage
exposure <ul><li>research method </li></ul><ul><li>mobile media awareness & usage </li></ul><ul><li>mobile ad formats </li...
voxpops depths media diaries walkabouts groups group 1 current users male 18-24  paym central london group 2 current users...
mobile media  awareness & usage
7 types of mobile media activity studied Personal (UG) media web bluetooth downloading music games email
awareness music player full web WAP email mms radio down-loads TV older younger  over 45 <ul><li>picture messaging  </li><...
usage under 25s 25 – 45 year olds over 45 mainstream selective tentative
are we prepared for change?
the role of mobile media for audiences 2nd  function  2nd  platform  1st  solution
mobile media appeals to rational needs rational need always  on immediate portable in  hand ‘ quick fix’
<ul><li>useful  </li></ul><ul><li>relevant  </li></ul><ul><li>there </li></ul>mobile media appeals to emotional needs emot...
who what where when why?
who? only half of all occasions happen when alone 50%  22%  10%  partner / family  colleagues  alone friends  media diary:...
what? more than 3 in 4 accessed web on their mobile personal  (UG) media web bluetooth downloading music games email 76%  ...
where? nearly 60% of activity happened at home or work  20% travelling 23% at work 35% at home 22% in other locations medi...
different usage habits by location  media diary: based on ALL usage of mobile media and entertainment across the seven days
different usage habits by location  media diary: based on ALL usage of mobile media and entertainment across the seven days
different usage habits by location  media diary: based on ALL usage of mobile media and entertainment across the seven days
different usage habits by location  media diary: based on ALL usage of mobile media and entertainment across the seven days
radio print TV media diary: based on ALL usage of mobile media and entertainment across the seven days when?  71% 59% 75% ...
PC radio print TV media diary: based on ALL usage of mobile media and entertainment across the seven days when?  71% 59% 7...
mobile is the most accessed media  channel from 12pm to 6pm   PC mobile radio print TV media diary: based on ALL usage of ...
why use in the home <ul><li>discreet media needs met </li></ul><ul><li>access & availability </li></ul><ul><li>staying con...
why use outside home <ul><li>sharing / social moments </li></ul><ul><li>‘ downtime’ / ‘me time’ moments </li></ul><ul><li>...
over half of all occasions  last more than 10 mins 5 minutes or less 6 to 10 minutes 11 to 15 minutes 16 to 30 minutes 31 ...
<ul><li>amount of time spent on mobile media </li></ul>3.5 hours
what people expect next for mobile <ul><li>media services integral </li></ul><ul><ul><li>intuitive access / use </li></ul>...
mobile ad formats
facing cost head on A past <ul><li>pay per min </li></ul><ul><li>or by usage </li></ul><ul><li>some ads  (2-5% of pgs) </l...
mobile advertising choice MMS video ring back tone flash code / 2D code + video /MMS/wap local search search  pre-roll vid...
mobile advertising choice MMS video ring back tone flash code / 2D code + video /MMS/wap local search search  pre-roll vid...
mobile advertising choice MMS video ring back tone flash code / 2D code + video /MMS/wap local search search  pre-roll vid...
Video
banner advertising what the audience saw
<ul><li>vast majority no issue - familiar format </li></ul><ul><li>user control & choice to engage </li></ul><ul><li>mass ...
sponsorship advertising - video
<ul><li>positive response - follow TV protocol </li></ul><ul><li>logos, video & static messages </li></ul><ul><li>quality/...
sponsorship advertising video same as TV
location based advertising Pizza Express 5m away 1 bedroom apartment W2 £350,000
<ul><li>high level interest - all sample </li></ul><ul><li>user benefit, rich experience - engage with brands in highly re...
location based advertising Pizza Express 5m away 1 bedroom apartment W2 £350,000
idle screen advertising
<ul><li>really  liked  across entire sample  </li></ul><ul><li>personal control, benefit led, adds value, user-phone relat...
idle screen advertising
win–win?
higher tolerance idle screen advertising lower tolerance DR call to action lower tolerance ? <ul><li>opt-in & personal a m...
advertising audiences warmed to… idle screen advertising personalised advertising location based advertising sponsored con...
guidelines & suggestions
creative getting  personal control
Video
3 things to think about for advertising  control <ul><li>communal phone? </li></ul><ul><li>prove benefits </li></ul><ul><l...
3 things to think about for advertising  creative <ul><li>less big, bold and flashy </li></ul><ul><li>compliment content /...
3 things to think about for advertising  getting  personal <ul><li>the catch 22 of personal info = personal adverts  </li>...
to sum up 3.5 hours  mobile media /week over 50%  10 mins or more #1 media  noon -6pm awareness & usage branding preferred...
play
the legal stuff <ul><li>We hope you use Exposure to encourage the use of mobile marketing and advertising. </li></ul><ul><...
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Exposure mobile media research

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Exposure uncovers mobile media consumption and attitudes to advertising

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  • Welcome over the next hour what audiences are aware of regarding media on their mobile What is being used and why what audiences think of advertising and ad formats reactions to mobile advertising is not established nearest familiarity is web prove mobile has learned from web OPPORTUNITY – CULTIVATE POSITIVE ADVERTISING EXP. ON MOBILE UNDERSTAND USERS THROUGH THIS QUALITATIVE PIECE OF RESEARCH
  • About the research The research was conducted by Basis from July to September 2007 It is a qualitative research study that seeks to answer more questions about why and what people are doing with their phones as opposed to how many people are doing things with the phones nearly 150 people were interviewed for the research and the study consisted of 5 parts: vox pops, media diaries, accompanied walkabouts, depth interviews and focus groups Voxpops covers (sample all people) awareness some usage (what) NO scenarios used NO why --------------------------------- Walk/depths (regular users) covers why use situations used motivations / barriers to use NO Advertising perception of formats --------------------------------- GROUPS (sample all people) advertising cost what is acceptable/ not acceptable --------------------------------- Diaries Detailed info on situations context of W,W,W,W,W
  • Internet: sports, news, travel info, maps, entertainment etc… music: (listening to radio / music) bluetooth email gaming downloading (music, games, ring tones, jokes, video etc…) personal media (own videos, pictures, picture messaging, video messaging etc..)
  • FROM THE VOXPOPS Awareness correlates with age under 25s High awareness of full internet capabilities (off mobile operators portal sites), TV, Bluetooth, infrared, synching capabilities. Youth are most likely to be experimenting with their phones: music web, TV. Confidence with how to use their handset and the capabilities of their phone greatly increase exploration They are keen for their mobile to evolve and improve 25 -44 year olds Some internet awareness of top internet sites (ie accessing hotmail / email), ‘phone specific’ WAP sites, with the more astute being aware of GPS and Sat Nav capabilities perception that services are ‘phone specific’: screensavers, ring tones, mobile phone games… is the full internet really available? Over 45s Little awareness (or interest) in media capabilities on a mobile phone beyond picture messaging. Aware that there is a lot available and the youth are keen to use different things but not exactly sure what. Some comment on using 1-2 media services that are perceived to be for pragmatic / useful purposes. Ease of use, interest and technical ability are major barriers
  • Under 25s – mainstream mobile with MP3 player mobile media = social currency access mainstream internet sites entertainment is key driver waiting for TV  price  technology Selective 25-44 year olds MP3 player &amp; mobile separate mobile media = keeping up to date access mobile specific sites &amp; mainstream email is key driver limited mobile content appeal  brief, to the point  less clutter Over 45s tentative MP3 not mentioned mobile media = functional need met information is key driver: news &amp; sport little downtime to use value  ‘ switching off’
  • entertainment online becomes mainstream (more than 50%) in 2006 how long for mobile? are we prepared for the changes in behaviour as more media has mobility and audiences consume media on mobile?
  • Media services on a mobile are… a secondary function to calling / texting. people become accustomed to media on their mobile BUT still phones FIRST – same as any other media though (abandon to answer phone) perception is that media on mobile will be integral a secondary platform . For most media SECOND CHOICE option when other media platforms are unavailable. Mobile complimenting media consumption and increasing time with media when other media platforms unavailable most importantly a media solution . Increasingly amongst those who are comfortable with media services on their mobile, the mobile phone is becoming a primary media solution and being used in its own right for the advantages it brings. Instances when media services on mobile is advantageous TV / PC already in use habitual quick checks for information / topics relevant to user sports, news, facebook, ebay pure convenience! it’s quicker to access than the PC when sitting comfortably on the couch Mobile exclusive content such as games great solution when on the go less clutter, the content is light and to the point which is perceived by some to be an advantage
  • Rational needs met (R) R. convenient – in hand, always with you R. an immediate experience (ie looking at banned sites at work on your mobile) R. always on, quicker than PC R. mobile is waiting at the push of a button to connect R. portable Instances when media services on mobile is advantageous TV / PC already in use pure convenience! it’s quicker to access than the PC when sitting comfortably on the couch Mobile exclusive content such as games great solution when on the go less clutter, the content is light and to the point which is perceived by some to be an advantage
  • there - habitual quick checks for information / topics relevant to user – it there and satisfies need sports, news, facebook, ebay simple – little technical skill is required to access media on a mobile, perceived to be unthreatening even to less technically literate undemanding – low commitment to connect, menu driven at the click of a button, choices are not overwhelming discovery, fun, novelty – when being used as a social tool, the media being used on a mobile can help connect circles of friends and be used as a point of connection and conversation. Friends share mobile experiences and discovery in social situations feeling connected (email, social networking) personal - Own media channel waiting for you ‘my phone and my media space’ – highly emotive
  • The next few slides will look at mobile media consumption based on the data collected from the media diaries. This information gives us an early indication of what mobile media consumption will be like when it becomes more mainstream Common preconceptions on the go by yourself when out short ‘snacking’ late evening?
  • nearly 450 usage occasions over the week Internet: sports, news, travel info, maps, entertainment etc… music: (listening to radio / music) bluetooth email gaming downloading (music, games, ring tones, joke, video etc…) personal media (own videos, pictures, picture messaging, video messaging etc..)
  • % of respondents who accessed these media throughout the week by daypart What / when day parts Morning 6am – 9am email Late morning 9am-noon email and internet Early afternoon noon – 4pm all activities undertaken Late afternoon 4 – 6pm internet (sports info) / gaming Evening 6pm – midnight all (slightly more gaming / bluetoothing) the day parts are being impacted if we think at how disruptive online has been to linear consumption consider what mobile will do? NEED TO THINK BEYOND THE LINEAR SCHEDULE
  • % of respondents who accessed these media throughout the week by daypart What / when day parts Morning 6am – 9am email Late morning 9am-noon email and internet Early afternoon noon – 4pm all activities undertaken Late afternoon 4 – 6pm internet (sports info) / gaming Evening 6pm – midnight all (slightly more gaming / bluetoothing) the day parts are being impacted if we think at how disruptive online has been to linear consumption consider what mobile will do? NEED TO THINK BEYOND THE LINEAR SCHEDULE
  • Mobile is fundamentally changing behaviour most accessed media in the daytime With mobile you have the ability to access any other media % of respondents who accessed these media throughout the week by daypart What / when day parts Morning 6am – 9am email Late morning 9am-noon email and internet Early afternoon noon – 4pm all activities undertaken Late afternoon 4 – 6pm internet (sports info) / gaming Evening 6pm – midnight all (slightly more gaming / bluetoothing) the day parts are being impacted if we think at how disruptive online has been to linear consumption consider what mobile will do? NEED TO THINK BEYOND THE LINEAR SCHEDULE
  • DISCREET MEDIA when uninterested in other peoples media choices / need a diversion partner watch big brother - a quick personal entertainment solution when other media is not ‘personal’ enough – checking sports scores, ecommerce activities in private (ebay bid on a gift), accessing adult content or Facebooking your EX!! avoid disturbing others (ie playing music, games) ACCESS &amp; AVAILABLE no internet at home only source for gaming (ie no home games console) other media sources are in use quicker to access than a PC / games console STAYING CONNECTED staying connected anywhere in any room – in bed, in the bath! social networking sites, email, IM’ing in bed
  • Compliments sharing / social moments sharing files, music settles trivial debates with a search novelty and hot gossip information to stimulate conversation… Where: pubs, friends houses, uni breaks Compliments ‘downtime’ / ‘me time’ moments general browsing / habitual checks downloading, playing games, emailing Where: commuting, lunchbreaks, when waiting (for bus, train, friends etc..), @ work, while exercising Compliments ‘urgent’ need moments searching for urgent information – a cab number, traffic reports, location based information, directions when lost quick checks that can’t wait for another media source to be available: sports news, news email, ebay, facebook Where: in the car before starting a journey, @ events like glasto, when lost!
  • short duration of mobile activity (i.e. less than 15 min.) checking sports/sports news checking news Bluetooth e-mails whereas the longer duration (i.e. 30 in or longer) playing games listen to music downloading music
  • The Future for media services on mobiles all unanimously agree things are only going to get better audio / video battery life camera and music players storage capabilities more media choices from one device like at home experience speed will increase to enable real time capabilities (live TV streaming) always on and unlimited access services / bundles the cost will come right down pent up demand from young techy males - seamless experience between PC and mobile; anything you can do on your PC can be done on the mobile
  • AD FORMATS ON MOBILE 8 formats were tested in focus group sessions (8 groups x 8 people 2 hours long). In the focus groups each format was introduced and insights regarding acceptability and how best to use formats was identified. General themes on how to manage mobile advertising we also identified.
  • Strategy Analytics believes the rate of advertising insertion in page views will soar from 2% of pages in 2006 to 32% in 2011. This assumption largely explains the vigorous growth in advertising expenditure on the mobile Web (i.e. the revenue captured by the players in the value chain).
  • Ads which appear on your mobile screen... ... click through to access more information
  • Banners Generally no issue like the web but smaller – used to seeing suitable for mass market brands and campaigns when non targeted banners are rationalised as part of the media on mobile package – assume commercial messages will happen eventually. what happens when you click? click to call? microsite? another page within current site or another site? an offer? a download? richmedia?
  • Some video clips could include a sponsorship message or short advert, along the lines of what already happens on TV or the web ... or the sponsor&apos;s logo could perhaps be visible on screen throughout while you&apos;re viewing the clip
  • Video sponsorship In general positively received High tolerance for: Logos and static messages not too prominent while watching 5- 10 second ads seem about right BUT depend on video quality/length of the content Try to be entertaining in their own right Long ads diminish sense of control for user Ads that are interrupting users activity too much. User may abandon service as a result
  • On Broadcast TV, then it should be on mobile – expect to see the same Different tolerance for an on demand download though
  • Your phone could detect where you are show amenities in the local area advertisers and sponsors would pay to have their information shown on screen for example restaurants and shops estate agent property information / finder taxi companies, etc.
  • Local Advertising If done as an alert, must be opt in, or user prefers to seek info With maps the brands and commercial details should not be obstructive Spontaneously mentioned areas of interest for commercial messages: restaurants, pubs, bars, local taxi, train, tube and bus info, hotel directions, internet cafes, wifi hot spots, retail information (opt in by requested category or shop) Phone being able to act as a sat nav, the ability to be in an area and receive alerts for which houses within a pre-defined area are for sale /rent
  • mentioned areas of interest for commercial messages: restaurants, pubs, bars, local taxi, train, tube and bus info, hotel directions, internet cafes, wifi hot spots, retail information (opt in by requested category or shop)
  • While you&apos;re not using your phone, instead of a blank screen or plain wallpaper, it could display sponsored information for example weather information and forecasts traffic reports headlines and gossip sports results music and new release info
  • Idle screen advertising Fulfilled users needs for control A form of advertising that is seen as adding value to mobiles services rather than just an advert to be tolerated Perceived little demand on the user other than set up Perceived to not intrude on the user-phone relationship Need to make sure does not interfere with primary functions like making calls
  • Loads of spontaneous mentions for how best to use: news headlines, sports headlines, sports results, gossip / showbiz, TV promotions, upcoming shows, traffic, travel, lottery numbers, cinema listings, cinema coming soon, new music releases, stock market info, financial info
  • Potential Reach &amp; Scalability personalised benefit led = engaging everyday exposure time targeted interactive?
  • How to get it right in the eyes of audiences branding Without opt in user will accept most brand messages Should not hijack screen wallpaper though As direct sales promotion some opt in preferred some personalisation / or preferences (ie next one day sale, Debenhams blue cross sale, BA 48 hour flight sale etc…) less of this is type of message is more. don’t want direct sell every time select from a range of services of interest sales message that support when something is happening are deemed highly relevant so as not to miss an opportunity Call to Action (DR) messages Prefer opt in only Preferences chosen before hand on types of messages Personalisation preferred or may be too invasive Few are interested in push messages that require immediate action unless highly relevant (catch 22 with giving over personal data to get this) Younger women were more interested in getting DR messaging from shops nearby where they were
  • remarkably acceptable to these ad formats even we and the research agency were surprised
  • Communal phone? Share radio, TV, newspaper yes, but not phone. Share media content on phone with others but not the phone itself. Need to respect the private relationship people have with their phone Most people strict about who has access to their phone Prove benefits of being on phone Intrusive aggressive messages are unanimously rejected (ie ‘pop ups’ and unsolicited text) Advertising will be tolerated but must not interfere too heavily with users activity What we must do to manage user’s expectations for control Where possible allow for opt in particularly in very personal media spaces Manage the amount of advertising and allow users some level of control about how much (push vs pull messaging) local advertising give pull control while investigating so as not to annoy (ie subject to ads before every map downloads)
  • Creative guidelines and suggestions Less flash – not needed as little competition on the page. No need to shout on such a personal space Respondents more receptive to brand messages than call to action messages when they have not opted in DR needs careful management when not opted in to maintain positive advocacy for the brand and the brands use of mobile for advertising Industry icons? Create standards to help respondents know what will be behind the click? Pay/buy, click to call, save/store, go to site, richmedia, download etc… Advertising messages should not overpower content but compliment or even ad value Sponsorship advertising must make message explicit about what user is getting / benefit, particularly around what is ‘free’ – highly compelling offer Perception that advertorials are led by strong imagery – need to keep that in mind when building advertorial for mobiles
  • Personalisation (&amp; relevant advertising) Strong desire for relevant info &amp; advertising, matching interests, targeted messaging BUT reluctant to actively hand over / submit personal info to get it users don’t understand the ‘get out’ clause for mobile unlike with other personal media such as web where you can delete your cookies and clear your cache we need to prove we are responsible as an industry is we want mobile users to get personal with advertising Free is not free if the trade off is personal info Is it really worth actively handing over information? Will I be spammed? Who are my details shared with? How will they be used? What we must do to manage personalisation (&amp; relevant advertising): Positively manage evolution of the role of mobile and for commercial advertising and the benefits on mobile Must find easiest way for users to give over active info If we say targeted &amp; relevant we must keep our promise Must re-assure users if they give personal info will be used in trusted way Need to build trust as an industry
  • As an industry we need to cultivate positive advertising experiences on Mobile…
  • Exposure mobile media research

    1. 2. video - usage
    2. 3. exposure <ul><li>research method </li></ul><ul><li>mobile media awareness & usage </li></ul><ul><li>mobile ad formats </li></ul><ul><li>some guidelines to help </li></ul>
    3. 4. voxpops depths media diaries walkabouts groups group 1 current users male 18-24 paym central london group 2 current users male 25-44 paym pinner group 3 current users mixed 45-64 payg mill hill group 4 current users female 25-44 payg mill hill group 5 current users female 18-24 paym birmingham group 6 lapsed/non users male 45-65 paym central london group 7 lapsed/non users female 18-24 payg pinner group 8 lapsed/non users male 18-24 paym birmingham current user, 0 2 current user, orange current user, vodafone current user, 0 2 current user, orange current user, orange current user, 3 current user, t mobile current user, orange current user, t mobile previous user, t mobile previous user, t mobile previous user, 0 2 previous user, 3 previous user, 0 2 non user, virgin non user, vodafone non user, orange non user, orange non user, t mobile interview 1 male, 21 vodafone paym birmingham interview 2 female, 45 vodafone payg birmingham interview 3 female, 36 Orange payg birmingham interview 4 male, 31 o 2 paym birmingham interview 10 male, 28 vodafone paym london interview 6 male, 38 vodafone paym london interview 7 male, 30 Orange paym london interview 8 male, 18 Orange paym london interview 9 female, 44 o 2 paym london interview 5 female, 27 3 paym london interview 1 female, 28, 3 payg birmingham interview 2 male, 48, Orange payg birmingham interview 3 female, 20, o 2 paym birmingham interview 4 male, 26, Orange paym birmingham interview 10 female, 21, 3 paym london interview 6 male, 25, Orange paym london interview 7 female, 26. vodafone paym london interview 8 male, 58, vodafone paym london interview 9 male, 35, t mobile payg london interview 5 male, 30, 3 paym london image unavailable
    4. 5. mobile media awareness & usage
    5. 6. 7 types of mobile media activity studied Personal (UG) media web bluetooth downloading music games email
    6. 7. awareness music player full web WAP email mms radio down-loads TV older younger over 45 <ul><li>picture messaging </li></ul><ul><li>ring tones </li></ul><ul><li>? video & full </li></ul><ul><li>internet </li></ul>25 – 45 yr olds <ul><li> some sharing </li></ul><ul><li>‘ phone specific’ web </li></ul><ul><li>‘ phone specific’ stuff </li></ul>under 25s <ul><li>synching </li></ul><ul><li>bluetooth & infrared </li></ul><ul><li>swapping & sharing </li></ul>
    7. 8. usage under 25s 25 – 45 year olds over 45 mainstream selective tentative
    8. 9. are we prepared for change?
    9. 10. the role of mobile media for audiences 2nd function 2nd platform 1st solution
    10. 11. mobile media appeals to rational needs rational need always on immediate portable in hand ‘ quick fix’
    11. 12. <ul><li>useful </li></ul><ul><li>relevant </li></ul><ul><li>there </li></ul>mobile media appeals to emotional needs emotional need there feeling connected simple fun novelty ‘ personal’
    12. 13. who what where when why?
    13. 14. who? only half of all occasions happen when alone 50% 22% 10% partner / family colleagues alone friends media diary: based on ALL usage of mobile media and entertainment across the seven days <ul><li>email </li></ul><ul><li>games </li></ul><ul><li>web </li></ul><ul><li>web (sport) </li></ul><ul><li>games </li></ul><ul><li>bluetooth </li></ul><ul><li>bluetooth </li></ul><ul><li>web </li></ul><ul><li>games </li></ul><ul><li>email </li></ul><ul><li>web </li></ul><ul><li>bluetooth </li></ul>17%
    14. 15. what? more than 3 in 4 accessed web on their mobile personal (UG) media web bluetooth downloading music games email 76% 55% 51% 51% 29% 29% 29% media diary: based on ALL usage of mobile media and entertainment across the seven days
    15. 16. where? nearly 60% of activity happened at home or work 20% travelling 23% at work 35% at home 22% in other locations media diary: based on ALL usage of mobile media and entertainment across the seven days
    16. 17. different usage habits by location media diary: based on ALL usage of mobile media and entertainment across the seven days
    17. 18. different usage habits by location media diary: based on ALL usage of mobile media and entertainment across the seven days
    18. 19. different usage habits by location media diary: based on ALL usage of mobile media and entertainment across the seven days
    19. 20. different usage habits by location media diary: based on ALL usage of mobile media and entertainment across the seven days
    20. 21. radio print TV media diary: based on ALL usage of mobile media and entertainment across the seven days when? 71% 59% 75% 90% midnight to 6am 6am - 9am 9am - noon noon - 4pm 4pm - 6pm 6pm - midnight
    21. 22. PC radio print TV media diary: based on ALL usage of mobile media and entertainment across the seven days when? 71% 59% 75% 90% 76% 73% 73% midnight to 6am 6am - 9am 9am - noon noon - 4pm 4pm - 6pm 6pm - midnight
    22. 23. mobile is the most accessed media channel from 12pm to 6pm PC mobile radio print TV media diary: based on ALL usage of mobile media and entertainment across the seven days when? 71% 59% 75% 90% 76% 73% 73% 86% midnight to 6am 6am - 9am 9am - noon noon - 4pm 4pm - 6pm 6pm - midnight
    23. 24. why use in the home <ul><li>discreet media needs met </li></ul><ul><li>access & availability </li></ul><ul><li>staying connected – in bed, in the bath… </li></ul>
    24. 25. why use outside home <ul><li>sharing / social moments </li></ul><ul><li>‘ downtime’ / ‘me time’ moments </li></ul><ul><li>‘ urgent’ need moments </li></ul>
    25. 26. over half of all occasions last more than 10 mins 5 minutes or less 6 to 10 minutes 11 to 15 minutes 16 to 30 minutes 31 to 60 minutes More than an hour 57% 43% media diary: based on ALL usage of mobile media and entertainment across the seven days
    26. 27. <ul><li>amount of time spent on mobile media </li></ul>3.5 hours
    27. 28. what people expect next for mobile <ul><li>media services integral </li></ul><ul><ul><li>intuitive access / use </li></ul></ul><ul><ul><li>TV at home = same on mobile </li></ul></ul><ul><ul><li>fully on demand media </li></ul></ul><ul><ul><li>upload personal UG media to other places </li></ul></ul><ul><li>GPS, Sat Nav, ultra local information in your hand </li></ul><ul><ul><li>tracking kids </li></ul></ul><ul><li>more advertising… </li></ul>
    28. 29. mobile ad formats
    29. 30. facing cost head on A past <ul><li>pay per min </li></ul><ul><li>or by usage </li></ul><ul><li>some ads (2-5% of pgs) </li></ul><ul><li>flat fee / capped </li></ul><ul><li>more ads (5-30% of pages) </li></ul>B now <ul><li>bundled in fee </li></ul><ul><li>highest level </li></ul><ul><li>ads (+30% </li></ul><ul><li>of pages) </li></ul>C next
    30. 31. mobile advertising choice MMS video ring back tone flash code / 2D code + video /MMS/wap local search search pre-roll video banner text link SMS push MMS picture 1D code (coupon) bluetooth + video/MMS/wap NFC tag + video/MMS/wap advertorial post-roll video application/widget outgoing call screen welcome screen screen saver MMS music alerts voice mail message closing screen SMS delivery notification idle screen sponsored content sponsored game location based advertising ring tone SMS shortcode mid-roll video sponsored video incoming call screen SMS / MMS
    31. 32. mobile advertising choice MMS video ring back tone flash code / 2D code + video /MMS/wap local search search pre-roll video banner text link SMS push MMS picture 1D code (coupon) bluetooth + video/MMS/wap NFC tag + video/MMS/wap advertorial post-roll video application/widget outgoing call screen welcome screen screen saver MMS music alerts voice mail message closing screen SMS delivery notification idle screen sponsored content sponsored game location based advertising ring tone SMS shortcode mid-roll video sponsored video incoming call screen SMS / MMS
    32. 33. mobile advertising choice MMS video ring back tone flash code / 2D code + video /MMS/wap local search search pre-roll video banner text link SMS push MMS picture 1D code (coupon) bluetooth + video/MMS/wap NFC tag + video/MMS/wap advertorial post-roll video application/widget outgoing call screen welcome screen screen saver MMS music alerts voice mail message closing screen SMS delivery notification idle screen sponsored content sponsored game location based advertising ring tone SMS shortcode mid-roll video sponsored video incoming call screen SMS / MMS
    33. 34. Video
    34. 35. banner advertising what the audience saw
    35. 36. <ul><li>vast majority no issue - familiar format </li></ul><ul><li>user control & choice to engage </li></ul><ul><li>mass market brands and campaigns </li></ul><ul><li>DR + brand messages </li></ul><ul><li>? what’s beyond the click ? </li></ul><ul><li>future: expect more personally relevant ads </li></ul>banner advertising
    36. 37. sponsorship advertising - video
    37. 38. <ul><li>positive response - follow TV protocol </li></ul><ul><li>logos, video & static messages </li></ul><ul><li>quality/length of content dependant </li></ul><ul><li>ads fill download time - useful </li></ul><ul><li>? mid roll ads ? </li></ul><ul><li>future: what’s on TV is on mobile </li></ul>sponsorship advertising - video
    38. 39. sponsorship advertising video same as TV
    39. 40. location based advertising Pizza Express 5m away 1 bedroom apartment W2 £350,000
    40. 41. <ul><li>high level interest - all sample </li></ul><ul><li>user benefit, rich experience - engage with brands in highly relevant situations </li></ul><ul><li>better than 118 services </li></ul><ul><li>user controls investigation </li></ul><ul><li>? balancing push/pull advertising ? </li></ul><ul><li>future: more relevant local information to ‘my’ specific areas </li></ul>location based advertising Pizza Express 5m away 1 bedroom apartment W2 £350,000
    41. 42. location based advertising Pizza Express 5m away 1 bedroom apartment W2 £350,000
    42. 43. idle screen advertising
    43. 44. <ul><li>really liked across entire sample </li></ul><ul><li>personal control, benefit led, adds value, user-phone relationship balanced </li></ul><ul><li>welcomed ad format - no need to ‘trade off’ or ‘tolerate’ </li></ul><ul><li>personalised and relevant </li></ul><ul><li>? how can I set this up now ? </li></ul><ul><li>future: highly relevant services & info from brands </li></ul>idle screen advertising
    44. 45. idle screen advertising
    45. 46. win–win?
    46. 47. higher tolerance idle screen advertising lower tolerance DR call to action lower tolerance ? <ul><li>opt-in & personal a must </li></ul><ul><li>immediate DR a challenge before using phone for primary functions </li></ul>brand build    <ul><li>acceptable without explicit opt-in </li></ul><ul><li>as long as it doesn't hold me up using my phone... i'm happy to see it </li></ul>direct sales promotion  <ul><li>some opt-in preferred </li></ul><ul><li>balance frequency - user not besieged every time use phone </li></ul><ul><li>make relevant with interests e.g. flights, movies, music, tv </li></ul>
    47. 48. advertising audiences warmed to… idle screen advertising personalised advertising location based advertising sponsored content advertorial banner advertising sponsorship - video sponsorship - games unsolicited SMS marketing call to action / direct promotions branding direct response NEUTRAL WARM COOL
    48. 49. guidelines & suggestions
    49. 50. creative getting personal control
    50. 51. Video
    51. 52. 3 things to think about for advertising control <ul><li>communal phone? </li></ul><ul><li>prove benefits </li></ul><ul><li>opt in = more advertising choice </li></ul>
    52. 53. 3 things to think about for advertising creative <ul><li>less big, bold and flashy </li></ul><ul><li>compliment content / add value </li></ul><ul><li>industry icons & standards? </li></ul><ul><ul><li>what’s after the click? </li></ul></ul>
    53. 54. 3 things to think about for advertising getting personal <ul><li>the catch 22 of personal info = personal adverts </li></ul><ul><li>the benefit, is it worth it? </li></ul><ul><li>industry: keep promises and build trust </li></ul>
    54. 55. to sum up 3.5 hours mobile media /week over 50% 10 mins or more #1 media noon -6pm awareness & usage branding preferred audience warm to ads ad formats get personal right control creative guidelines
    55. 56. play
    56. 57. the legal stuff <ul><li>We hope you use Exposure to encourage the use of mobile marketing and advertising. </li></ul><ul><li>Exposure remains the property of Orange UK plc and any reference you make to data from Exposure should be sourced as: </li></ul><ul><ul><li>Exposure, Orange Home UK plc, November 2007 </li></ul></ul>

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