1. March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

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. Association and Media Partners
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

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. ©TNS 2014
Why do we need mobile?
Relevance RealityReach

6. ©TNS 2014
Offering greater reach to the research industry –
Offering a view on ‘situational equity’
3

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. ©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. ©TNS 2014
And we want to go further…
6

10. So how far have we got with real time tracking..?
7

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. ©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. The two week diary measured exposure, as it occurred
10

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. ©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. ©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. ©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. ©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. And our dips uncovered any changes in brand image
16

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. 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. ©TNS 2014
Did mobile fulfill our three criteria?
Relevance RealityReach

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. ©TNS 2014
Thank you
Questions?
Joe Webb
Regional Head of Digital
TNS Asia Pacific
joseph.webb@tnsglobal.com
@webbonthewebb

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. Association and Media Partners
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

27. March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net