Can you tell me about the last ad you saw tns

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Can you tell me about the last ad you saw tns

  1. 1. March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  2. 2. Title Sponsor Gold Sponsor Silver Sponsors Bag Sponsor Workshop Host Sponsor Event App Partner Networking Reception Partner March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  3. 3. Association and Media Partners March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  4. 4. ©TNS 2014 Can you tell me about the last ad you saw? Presenting an alternative to recall, prompted awareness, and boring respondents to death Joe Webb Regional Head of Digital TNS Asia Pacific joseph.webb@tnsglobal.com @webbonthewebb
  5. 5. ©TNS 2014 Why do we need mobile? Relevance RealityReach
  6. 6. ©TNS 2014 Offering greater reach to the research industry – Offering a view on ‘situational equity’ 3
  7. 7. ©TNS 2014 Offering a more relevant way for respondents to answer our questions 4 Do you remember if you saw this ad? No, I don’t think I did? Did I?Erm, yes…
  8. 8. ©TNS 2014 Iterative tracking will give a better (and faster perspective) on consumer realities 5 To give real time response – enabling business to act Constant monitoring with ability to dig deeper Social listening Post Launch Comms Evaluation Pre Launch Positioning exploration Strategic Dips Issue-driven deep dive Issue-driven deep dive Mobile Brand and customer experience measures ! ! ! Early warning ! Continuous equity measures More accurate Less time -> allowing modular approach TIME Product LaunchCampaign LaunchBrand Planning
  9. 9. ©TNS 2014 And we want to go further… 6
  10. 10. So how far have we got with real time tracking..? 7
  11. 11. ©TNS 2014 Battle of the product launches, just one week apart… 8 vs. Samsung winning in market share Apple winning in mind share Note 2 launched on 04.09.13 5S launched on 10.09.13
  12. 12. ©TNS 2014 Measured via a diary-based longitudinal approach 9 4 Sept 18 Sept Samsung Galaxy Note and Gear revealed 30 Sept 3 Sept 10 Sept Recruitment 472 smartphone owners Apple iPhone 5S and 5C revealed 2 week diary Milestone 1 Milestone 2
  13. 13. The two week diary measured exposure, as it occurred 10
  14. 14. ©TNS 2014 Highlighted the power of Apple’s PR machine, blow by blow… 11 70 50 30 10 70 50 30 10 “In an online magazine/newspaper” ShareofMentions Samsung Share of Mentions Rolling 5 day average Apple Share of Mentions Rolling 5 day average 5th Sept. 10th Sept. 16th Sept. Share of Mentions : Online news
  15. 15. ©TNS 2014 Showed how this disparity was echoed offline, where Apple were far more talked about 12 70 50 30 10 70 50 30 10 “Talking to someone” ShareofMentions Samsung Share of Mentions Rolling 5 day average Apple Share of Mentions Rolling 5 day average 5th Sept. 10th Sept. 16th Sept. Share of Mentions : Word of Mouth
  16. 16. ©TNS 2014 Samsung did managed to compete on Paid media however 13 70 50 30 10 70 50 30 10 “It was an advert” ShareofMentions Samsung Share of Mentions Rolling 5 day average Apple Share of Mentions Rolling 5 day average 5th Sept. 10th Sept. 16th Sept. Share of Mentions : Advertising (all)
  17. 17. ©TNS 2014 And their successful tactics on Facebook made it the only Earned media battleground they were able to compete in… 14 70 50 30 10 70 50 30 10 “On my social network/forum” ShareofMentions Samsung Share of Mentions Rolling 5 day average Apple Share of Mentions Rolling 5 day average 5th Sept. 10th Sept. 16th Sept. Share of Mentions : Advertising (all)
  18. 18. ©TNS 2014 It allowed us to very easily split out their performance across a variety of media channels on a per exposure basis 15 Date: 2013-09-18. Most recently updated: 18/09/2013 14:32 Type of Media: The Share of Mentions of Apple vs Samsung (Paid media) 0 10 20 30 40 50 60 Press TV Video website Talking to someone News portal Samsung Apple Other
  19. 19. And our dips uncovered any changes in brand image 16
  20. 20. ©TNS 2014 Despite losing on share of conversation, Samsung were making larger improvements in brand image across a range of attributes 17 % of users describing the brand as … (Image associations) 60 65 70 75 80 85 90 95 Innovative High Quality Worth paying more for Samsung pre Samsung post Apple pre Apple post %
  21. 21. In short, Apple’s launch plans drove greater interest in the market, but Samsung’s comms drove greater impact amongst their customers… Novelty Affective impact Relevance
  22. 22. ©TNS 2014 Did mobile fulfill our three criteria? Relevance RealityReach
  23. 23. ©TNS 2014 Next steps – So how far away are we from the vision we presented earlier? The Technology The Techniques Fully Mobile Panel Pilot Partners We have… We need…
  24. 24. ©TNS 2014 Thank you Questions? Joe Webb Regional Head of Digital TNS Asia Pacific joseph.webb@tnsglobal.com @webbonthewebb
  25. 25. Title Sponsor Gold Sponsor Silver Sponsors Bag Sponsor Workshop Host Sponsor Event App Partner Networking Reception Partner March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  26. 26. Association and Media Partners March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  27. 27. March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net

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