Mindshare presentation at the MediaMe forum in Amman, talking digital media figures in Jordan, in perception and reach

1. 1
5/20/2012 What is Happening
in Jordan?
What’s happening in
Jordan?

2. What we know and what don’t!
We know
• Internet penetration has grown in Jordan
• Consumers are spending more time online
• There is advertising on some of the leading
global portals
We do not know
• Consumers perception of online advertising
• Online Advertising efficiency
• Suitability of products and messages to
online advertising

3. 3
To Know…
5/20/2012
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We need to
ask and
research!

4. 4
5/20/2012 Why Research?
Support our knowledge
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Quantify findings
Optimize Planning

5. Introducing Encounters 2.0
Mindshare Proprietary Research

6. Methodology
Methodology used:
Face to Face Interviews
Market:
Jordan
Sample Size:
1202
Universe:
Arab Adults (15 – 39) in Amman, Irbed
and Zarqa
Media:
Multimedia

7. Introducing Encounters 2.0
Perceptions Objectives
Brand & Suitability
Specific
TV
Print
Outdoor
Talkability
Efficiency ENCOUNTERS
2.0 Radio
SMS
Indoor Internet
Creativity Interest
Involvement

8. Selecting the Target Audience
Internet Penetration
80
Primary Target
Audience
60 57 58
Percentage
41
40
32
23
20
0
15 - 19 20 - 24 25 - 29 30 - 34 35 - 39
Age Group
Source: Encounters 2.0

9. Selecting the Target Audience
Total Jordan Population
(15+)=3.8Mn
Youth and Young Adults (15 – 29 YO) contribute to
50% of total population (1.9Mn)* Age Groups
55+, 14.4
50-54, 4.3 15-19, 20.3
45-49, 5.3
40-44, 6.9
20-24, 17.4
35-
39, 8.7
30- 25-29, 12.2
34, 10.4
TG: in Amman, Irbed and Zarqa Source: Ipsos NMA ’10

10. Some Facts About Our TG* Online Behavior
53%
Are internet users
60%
Consider the Internet as their first source of
information
45%
Access the web from home or Internet Café
Source: Encounters 2.0

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Media
Perceptions…

12. Too much commercial
Annoying for advertising
Casting a youthful image on the brand advertised
Makes the brand look trustworthy
Makes the brand look friendly
Able to convey warmth and emotions
Able to offer comprehensive messages
Entertain audience with its advertising messages
Establishing long term relationship with consumers
Prestige, exclusiveness & distinction
Influence consumers
0 10 20 30 40 50 60 70 80
Daily Newspaper Internet TV
Source: Encounters 2.0

13. Too much commercial
Annoying for advertising
Casting a youthful image on the brand advertised
Makes the brand look trustworthy
Makes the brand look friendly
Able to convey warmth and emotions
Able to offer comprehensive messages
Entertain audience with its advertising messages
Establishing long term relationship with consumers
Prestige, exclusiveness & distinction
Influence consumers
0 5 10 15 20 25 30 35 40 45 50
Daily Newspaper Internet
Source: Encounters 2.0

14. Internet Advertising is Perceived as:
Youthful
Prestigious
Entertaining
Comprehensive
Less Annoying
Less Commercial
Source: Encounters 2.0

15. 15
5/20/2012
Achieving
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Campaign
Objectives
(Efficiency)

16. Campaign Objectives
Engagement Daily Newspaper 22
Messages
(campaigns with Internet 26
interactivity and
involvement) TV 72
0 10 20 30 40 50 60 70 80
Daily Newspaper 21
Pleasant, likeable
and agreeable Internet 27
advertising
TV 74
0 10 20 30 40 50 60 70 80
Source: Encounters 2.0

17. Campaign Objectives
Practical
Daily Newspaper 25
Messages
(Campaigns offering
Internet 28
suggestions and Ideas
on how to use the
TV 74
product)
0 10 20 30 40 50 60 70 80
Daily Newspaper 23
Trustworthy
Messages 26
Internet
(Campaigns conveying
reliability) 72
TV
0 10 20 30 40 50 60 70 80
Source: Encounters 2.0

18. Internet Advertising is highly Efficient for Messages
that are:
Engaging
Trustworthy
Pleasant
Practical
Source: Encounters 2.0

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everywhere?
Does Online fit

20. Media Suitability – High
Computers
80
Health care 60 Airlines
40
20
Telecommunication 0 Mobile Phones
Cars Bank services
Credit Cards
TV Internet Daily Newspaper
Source: Encounters 2.0

21. Media Suitability – Low
Chocolates
100
80 Shaving and
Coffee & Tea
Grooming
60
40
20
Juices 0 Baby Food
Milk Powders Motor oil
Foods / Dairy
Products
TV Internet Daily Newspaper
Source: Encounters 2.0

22. Internet Advertising is most Suitable for:
Computer
Telecom
Banking
Airlines
Cars
Health Care
Source: Encounters 2.0

23. Now We know more about Online Advertising!
Perception
Efficiency
Suitability
Source: Encounters 2.0

24. 24
5/20/2012
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How did Zain and
Mindshare cooperate?

25. Zain in 2010 (Jan – Oct)
Total Campaigns 17 (Major)
24%
Online was present in
most tactical, VAS and 76%
products campaigns
Offline Only Offline and Online
8%
Total Spends
On average, 8% was the
share of online media 92%
spends, while it could be
much higher for youth
targeted campaigns
Other Media Online

26. Examples… Skyz Campaign
Apple Campaign
Nokia N8 with Max

27. Special Execution – Jawaker.com

28. Portals utilized by Zain
*Does not include all portals

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The Way Forward…

30. Integration • Of Offline and Online media
• Interactive implementations
Engagement and creative buys
• Tailor made Creative
Creative Animated Banners
• Through monitoring tools
Optimization and advanced research