El estudio "AdReaction 2012: Marketing in the Mobile World" llevado a cabo por Millward Brown y Dynamic Logic en noviembre de 2012 destaca la influencia de los anuncios de televisión en usuarios de dispositivos móviles a la hora de realizar búsquedas, descargar aplicaciones y visitar webs de empresas.
RETAIL: The Power of Personalizing The Mobile ExerienceVideoBeet.TV
In questa ricerca i retailers identificano i 3 punti prioritari per una strategia di personalizzazione mobile: informazioni sui nuovi prodotti, disponibilità e prezzo.
Il sondaggio chiamato: The Power Of Personalizing The Mobile Experience, è una guida per i retailer che intendono sviluppare strategie di personalizzazione vincenti.
RETAIL: The Power of Personalizing The Mobile ExerienceVideoBeet.TV
In questa ricerca i retailers identificano i 3 punti prioritari per una strategia di personalizzazione mobile: informazioni sui nuovi prodotti, disponibilità e prezzo.
Il sondaggio chiamato: The Power Of Personalizing The Mobile Experience, è una guida per i retailer che intendono sviluppare strategie di personalizzazione vincenti.
Measuring mobile advertising effectiveness: discussing successful approaches ...Merlien Institute
Measuring mobile advertising effectiveness: discussing successful approaches and challenges
Jennifer Okula - Vice President, Data Innovation – Safecount
Reviewing current mobile ad effectiveness research approaches and findings. Discussing challenges to in-market mobile ad campaign tracking and survey recruitment. Sharing best practices for delivering surveys on the mobile web and in mobile applications.
In our !rst edition of the State of Mobile Advertising report, we take an in-depth look at the monetization of mobile advertising from four perspectives within the ad delivery value chain: Devices, Publishers, Ad Networks and Advertisers. This report is based on insights from the second quarter of 2012 and summarizes our experience gained as the world’s leading mobile ad platform serving more than 9,000 global customers, with more than 35 billion ad impressions per month and driving over $240 million (US) of revenue to mobile
publishers in 2011.
By Opera Software
The Mobile Leaders Alliance introduces MLA Sessions, a new educational series developed to help today’s marketers understand the power of mobile and the importance of mobile marketing. Learn proper planning techniques and best practices from seasoned mobile professionals in this innovative new series.
"How to Make TV Apps Work" 10 rules for Connected Tv apps developmentJavier Lasa
"Short, bright and to the point, great presentation." GIGAOM "How to Make TV Apps Work" NEW TEE BEE
APPMARKET "Javier Lasa has created a brilliant visual starter kit for anyone interested in TV App development
connected Tv developers guide
"
Mobile Marketing Masterclass - March 2012kapoorkriti
This deck covers the fundamentals of mobile marketing campaigns, including, SMS, apps and integration of mobile strategy with traditional and social media marketing.
Dive into numerous case studies, analyzing the best mobile campaigns and evaluating why those campaigns found success. Using these case studies, this session will walk attendees through the steps necessary to build, launch and maintain highly optimized mobile strategies for their organization.
Learning objectives:
Understand how mobile marketing results in positive ROI
Integrate mobile into their overall marketing strategies
Craft a successful mobile marketing campaign
Increase mobile efforts through optimizing mobile fundamentals
Measure mobile success
The time for big brands to get strategic about marketing their apps is now. Mobile apps are no longer standalone entities for big brands. What we’re now seeing is brands integrating mobile apps into their business models and their overall marketing strategies -- to build closer customer relationships and drive business.
It’s no longer enough for brands to just have an app (or a suite of apps) and promote it through traditional channels. Now that brands recognize the impact mobile apps are having on business, their focus is shifting to employ a strategic marketing approach to their apps.
All this means that big brands are starting to treat their apps as more than just another channel – they’re treating them as a business. And they’re getting serious about marketing their apps, by putting the marketing resources behind them and incorporating apps as part of their ongoing strategy.
Top-tier brands like Coca Cola®, Sephora®, Wal-Mart®, and many more are all publically talking about the central role apps play in their marketing strategy. Here, we’ll describe what some of those brands are doing, how they’re doing it, and outline 10 strategic moves brands are employing to get more strategic about their mobile apps.
Measuring mobile advertising effectiveness: discussing successful approaches ...Merlien Institute
Measuring mobile advertising effectiveness: discussing successful approaches and challenges
Jennifer Okula - Vice President, Data Innovation – Safecount
Reviewing current mobile ad effectiveness research approaches and findings. Discussing challenges to in-market mobile ad campaign tracking and survey recruitment. Sharing best practices for delivering surveys on the mobile web and in mobile applications.
In our !rst edition of the State of Mobile Advertising report, we take an in-depth look at the monetization of mobile advertising from four perspectives within the ad delivery value chain: Devices, Publishers, Ad Networks and Advertisers. This report is based on insights from the second quarter of 2012 and summarizes our experience gained as the world’s leading mobile ad platform serving more than 9,000 global customers, with more than 35 billion ad impressions per month and driving over $240 million (US) of revenue to mobile
publishers in 2011.
By Opera Software
The Mobile Leaders Alliance introduces MLA Sessions, a new educational series developed to help today’s marketers understand the power of mobile and the importance of mobile marketing. Learn proper planning techniques and best practices from seasoned mobile professionals in this innovative new series.
"How to Make TV Apps Work" 10 rules for Connected Tv apps developmentJavier Lasa
"Short, bright and to the point, great presentation." GIGAOM "How to Make TV Apps Work" NEW TEE BEE
APPMARKET "Javier Lasa has created a brilliant visual starter kit for anyone interested in TV App development
connected Tv developers guide
"
Mobile Marketing Masterclass - March 2012kapoorkriti
This deck covers the fundamentals of mobile marketing campaigns, including, SMS, apps and integration of mobile strategy with traditional and social media marketing.
Dive into numerous case studies, analyzing the best mobile campaigns and evaluating why those campaigns found success. Using these case studies, this session will walk attendees through the steps necessary to build, launch and maintain highly optimized mobile strategies for their organization.
Learning objectives:
Understand how mobile marketing results in positive ROI
Integrate mobile into their overall marketing strategies
Craft a successful mobile marketing campaign
Increase mobile efforts through optimizing mobile fundamentals
Measure mobile success
The time for big brands to get strategic about marketing their apps is now. Mobile apps are no longer standalone entities for big brands. What we’re now seeing is brands integrating mobile apps into their business models and their overall marketing strategies -- to build closer customer relationships and drive business.
It’s no longer enough for brands to just have an app (or a suite of apps) and promote it through traditional channels. Now that brands recognize the impact mobile apps are having on business, their focus is shifting to employ a strategic marketing approach to their apps.
All this means that big brands are starting to treat their apps as more than just another channel – they’re treating them as a business. And they’re getting serious about marketing their apps, by putting the marketing resources behind them and incorporating apps as part of their ongoing strategy.
Top-tier brands like Coca Cola®, Sephora®, Wal-Mart®, and many more are all publically talking about the central role apps play in their marketing strategy. Here, we’ll describe what some of those brands are doing, how they’re doing it, and outline 10 strategic moves brands are employing to get more strategic about their mobile apps.
How to Use Mobile Apps to Grow Your BusinessOfficeArrow
The world is going mobile, giving
small business new opportunities. This power point deck covers statistics of mobile users, their buying behaviors and insights into how small businesses can leverage apps to grow business and reach new buyers.
Mobile and CRM - Marketing to Situations and ContextsBrandEmotivity
Mobile can be integrated into a company’s communications mix in two main ways. If done rightly, it presents brands with an opportunity to manage their customer relationships in a deeper, more relevant way.
A program I developed and led, laser-focused on enriching and up-leveling skills and credentials in mobile marketing across Carat and the balance of the Aegis Network. Introduces notion of "best practices" and "next practices", engaging workforce (young talent particularly) with connected learning events and experiences that drive ongoing participation and learning through doing.
The State of Mobile Apps 2012: A Survey of Enterprise Plans Kony, Inc.
MGI Research conducted a survey of over 200 organizations around the world to paint a holistic view of the current state and the future of mobile apps. This document outlines the summary of the results.
Apps and Ads – The mobile app economy is a maturing ecosystem, and top brands, agencies, publishers and developers are combining the power of apps with new forms of advertising to create great campaigns that engage consumers in the mobile moment.
The Mobile Media Summit kicked off in 2015 with its third annual event in San Francisco. This year’s theme is “Apps and Ads” where top brands and agencies discuss how they are using apps in the marketing mix and focusing on making money in the hot mobile media landscape.
Presentación de la ponencia "Branded Content: contenidos que marcan" en el curso de verano "Creatividad y nuevas formas publicitarias" de la Universidad Pablo de Olavide de Sevilla (julio de 2014).
La presentación repasa el actual contexto comunicativo, define el branded content y analiza sus principales características, enmarcándolo dentro de la estrategia de marketing y de comunicación
Presentación Observatorio Comunicación En CambioAraceli Castelló
Presentación de las temáticas del blog del Observatorio Comunicación En Cambio (OCEC) en la I Jornada Día de Internet, "¿Cómo hemos cambiado?", celebrada el 17 de mayo de 2013
El uso de Twitter como canal de información y conversación por parte de los m...Araceli Castelló
Presentación de la comunicación presentada en el XIV Foro de Investigación en Comunicación en Valencia el 18 de febrero de 2013, con el título "El uso de Twitter como canal de información y conversación por parte de los medios convencionales"
Guía de Herramientas Tecnológicas para profesionales de la ComunicaciónAraceli Castelló
La Asociación de Directivos de Comunicación (Dircom) y Asociación Nacional de Empresas de Internet (ANEI) han editado la primera Guía de Herramientas Tecnológicas para profesionales de la Comunicación. Se trata de una guía de consulta para que todas las personas que trabajan en comunicación empresarial tengan una referencia fiable sobre las principales herramientas digitales que pueden emplear en su labor cotidiana.
Twitter TV Book es una publicación realizada por Twitter en la que describe el perfil del usuario multipantalla que comenta contenidos de televisión en la red de microblogging
Charla #agostonline. Filosofía 2.0 y redes socialesAraceli Castelló
Presentación de la charla #agostonline que tuvo lugar el 15 de junio en Agost. Filosofía 2.0 y redes sociales para usuarios y empresas. Presentación del hashtag #defestaenagost
Aquí tenéis una parte de la presentación en la clase en el Máster en Comunicación y Branding Digital en la Universidad Cardenal Herrera-CEU sobre la medición del ROI y el IOR en medios sociales y algunos Key Performance Indicators (KPIs)
Case studies populares de Social Media MarketingAraceli Castelló
Selección de case studies populares y bien conocidos, unos por ser ejemplo del poder del usuario en los medios sociales y la sinergia de contenidos en medios online y offline (como la crisis de anunciantes en La Noria y la decapitación de Dani Martín en El Hormiguero), otros por mostrar sonadas crisis de reputación online (Carrefour, American Airlines, Domino´s Pizza, Central Lechera Asturiana, Kryptonite, Kit Kat, Mattel y Volkswagen) y otros como Kleenex, Gallina Blanca, Old Spice o Antwerp Zoo por caracterizarse por una gestión de los medios sociales de manera estratégica y profesional.
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As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
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A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
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Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
2. AdReaction 2012 focuses on mobile marketing. Through
this research, we provide marketers with insights and a
roadmap for navigating the mobile landscape – all to
support brand growth.
AdReaction As we become a more mobile-based society, it is clear
2012 that the relationships between consumers and their
mobile devices are unique from other media.
U N I T E D S TAT E S
Mobile media presents new opportunities and challenges
as marketers seek to engage with users persuasively, yet
Marketing in the unobtrusively. Our analysis highlights mobile ad formats
MOBILE that are successfully negotiating this balance – and how
this compares with other digital and traditional advertising
formats. In addition, we explore how consumers use and
WORLD relate to their mobile devices, including smartphones and
tablets. Finally, we explore how mobile can impact brand
equity.
2
3. Over 10 years of AdReaction insights
AdReaction delivers insights and findings related to the opinions and perceptions of advertising, specifically digital
formats. AdReaction 2012 combines quantitative analysis with a qualitative component and provides a deep-dive
into mobile and tablet advertising.
ONLINE VS. TRADITIONAL SOCIAL MEDIA
TRENDS DEEP DIVE ADREACTION MOBILE
• Trending Data from 2009
Integrated Qual + Quant Analysis
2009
•
2003
2005
2007
2001
• Mobile & Tablet Deep Dive
• Mobile Segmentation
• Mobile Marketing Best Practices
2012
4. Research Design
AdReaction 2012
- NEW IN 2012 -
QUANTITATIVE QUALITATIVE
Overall Ad Formats Deep Dive on Mobile Deeper Dive on Mobile
Who: General Population Who: Smartphone / tablet Who: Smartphone / tablet users with a
Online Audience users (n=800) positive affinity for mobile advertising
(n=200)
What: Mobile usage levels and What: Mobile advertising in the media mix
What: Mobile usage levels and attitudes towards and mobile advertising best practices
attitudes towards ads platform and ads
How: 25 respondents – 1 week of blogging
How: Online survey How: Online survey on IdeaBlog® and 15 60 –minute
individual, in-depth interviews on
uView
4
5. Mobile typologies helped reframe ad effectiveness
Sample Cluster 3 key typologies* drove attitudes and
Analysis Revealed receptivity towards mobile ads
MOBILE MOBILE MOBILE
SOPHISTICATES EFFECTIVES PRAGMATISTS
Tech savvy, mobile can Use mobile device as a tool View advertising as the
replace computer; younger, for organizing life and necessary cost of free
male household content
5 * Two additional typologies emerged but due to low usage and receptivity, they are not the focus of this study
6. 1. Mobile devices are 2. Most users are tolerant of,
indispensable and increasingly but not yet favorable
central to our lives towards, brands in this
intimate space
Key Findings
AT A G L A N C E
3. There is a huge 4. Marketers need to improve 5. For marketers who use
opportunity for mobile mobile perceptions by best practices, it’s proven
communications and users meeting, then exceeding, user that ads, apps and websites
are receptive when done expectations — and can build brands
right delivering competent, targeted
and valuable marketing
6
8. Mobile web is on the move globally
1.5 smartphones and tablets will be
installed globally by mid 2013 -
BILLION overtaking laptops and PCs*
37% in the number of global 3G subscribers
GROWTH in the past year**
13% traffic comes via mobile - more than
double last year; Mobile traffic share
OF WEB already over 50% in India***
8 *Source: Morgan Stanley Research; ** Source: Informa WCIS; *** Source: StatCounter Global Stats, 9/12
9. Mobile devices act as central hubs in our lives
Share of Time Spent Share of Time Spent
Smartphone Tablet
Listening
Watching to Music
Video 4%
7% Playing
Playing Talking Watching Games
Games 18% Video 4%
10% 8%
Surfing the
Listening Web/Email
to Music 35%
10% Social
Texting
Networking
16%
20%
Social
Networking
10%
Surfing the
Using Apps
Web/Email Using Apps
14%
15% 29%
Sample: smartphone and/or tablet users
9
10. They are work-life tools,
particularly among mobile sophisticates
Overall Effectives
Sophisticates Pragmatists
23%
My mobile device is my primary tool for 63%
organizing my work life 34%
4%
23%
An increasing amount of my work is 52%
accomplished through my mobile device 38%
14%
Among all mobile users, 27% of smartphone usage and 26% of tablet
usage is work related
10 Sample: smartphone and/or tablet users
11. “I look to save money at
And also personal tools stores that I shop at and sign
up for things to get offers on
my phone. I’m on the go all
the time and out with my
Overall Effectives family. I need access at my
fingertips.” - Lauren
Sophisticates Pragmatists
55%
My mobile device is indispensable because 45%
I'm always on the go 34%
79%
35%
My mobile device is my primary tool for 50%
organizing my personal life 19%
74%
55%
Having a mobile device makes me more 51%
efficient 58%
85%
22%
My mobile device is my primary tool for 44%
organizing my household 5%
52%
11 Sample: smartphone and/or tablet users
12. However, mobile devices are not yet substitutes for computers
Overall Effectives
Sophisticates Pragmatists
11%
63%
Now that I have my mobile device,
I don't really need a computer.
9%
4%
Sample: smartphone and/or tablet users
12
13. Most users only open half of their apps regularly
Of the apps installed on your mobile device, how many have you used in past 30 days?
Smartphone
Tablet
All
All 5%
5%
Most Most
17% 23% Hardly any
34%
Hardly any
40%
About half About half
38% 38%
Sample: smartphone and/or tablet users
13
14. People love their mobile devices
BEYOND “I take my smartphone everywhere. Life collapses if I
ESSENTIAL forget it.”
MULTI- “My tablet allows me to see details, develop what I
TALENTED want, check or do work; I have more freedom.”
LIFE “I can get information anytime on any device, no
matter where I am… it’s there 24/7…super human.”
CHANGING
TRULY “I always have an answer; my smartphone makes me
SMART feel like a hero when I solve problems.”
FUN “I feel like a wizard when I play and discover new things.”
14
15. Massive potential for growth in U.S. mobile marketing spend
11.7% OF among U.S. consumers is now spent
on mobile devices*
TIME
JUST 1% is committed to mobile marketing* —
OF AD SPEND same for U.S. and globally
U.S. mobile ad spend predicted to
NEARLY 5X grow from $2.3 billion (2012) to
BY 2016 $10.3 billion (2016)*
15 *Source: eMarketer
16. ARE BRANDS
WELCOME
in this intimate space?
ATTITUDES
towards mobile
marketing formats
16
17. In 3 years, attitudes towards offline ad formats have shifted
How would you characterize your attitude towards each of the following formats of advertising?
VERY/SOMEWHAT
FAVORABLE AdReaction 2009 CHANGE AdReaction 2012
TV 47% +2 49%
Magazine 44% -3 41%
Cinema 40% -8 32%
Billboard 36% -3 33%
Newspaper 34% +6 40%
Radio 34% +6 40%
Product 28% 0 28%
Placement
Telemarketing 4% +3 7%
17 Sample: General Population Online Audience
18. Mobile marketing is improving but has a ways to go
How would you characterize your attitude towards each of the following formats of advertising?
VERY/SOMEWHAT
FAVORABLE AdReaction 2009 CHANGE AdReaction 2012
Opt-In Email 27% +1 28%
Online Display 24% -2 22%
Online Video 22% -6 16%
Ad-Supported
18% -2 16%
Games
Online Search 21% -5 16%
Social Media 21% -8 13%
Mobile 7% +2 9%
Non-Opt-In 7% +2 9%
Emails
18 Sample: General Population Online Audience
19. Emerging digital formats show promise
POSITIVE NEUTRAL NEGATIVE
Localized or tailored deals 10% 22% 41% 10% 10%
Brand websites or microsites 7% 21% 43% 14% 11%
Brand posts in social newsfeeds 6% 21% 34% 14% 13%
Ads on online music players 4% 7% 27% 20% 33%
very favorable somewhat favorable neutral somewhat unfavorable very unfavorable
Sample: General Population Online Audience
19 Note: The above formats were not tested in 2009
20. Tablet users more receptive towards mobile ad formats
% VERY/SOMEWHAT FAVORABLE
Brand posts in social newsfeeds 18%
22%
Mobile search ads 13%
16%
SMS text 13% 17%
Mobile display ads 12% 17%
Mobile music player ads 11% 15%
Mobile video ads 12% 17%
In-app ads 12% 18%
Augmented reality 10% 16%
SMARTPHONE USERS TABLET USERS
Question: How would you characterize your attitude towards each
20 of the following formats of advertising on mobile devices?
21. Audiences differ and have varying needs and expectations
MOBILE MOBILE MOBILE
SOPHISTICATES EFFECTIVES PRAGMATISTS
Tech savvy, mobile can replace Use mobile device as a tool for View advertising as the
computer; younger, male organizing life and household necessary cost of free content
Attitudes about Mobile Marketing: Attitudes about Mobile Marketing: Attitudes about Mobile Marketing:
Want mobile advertising to be great; Want a tangible quid pro quo Tolerant of mobile, provided it’s
they benefit form the experience relevant and value-add
and the reward
“I am always on the go and looking for “I know ads are a good thing because
“My mobile is genius – the ads ways to save money.” they keep things free; sometimes they
can be too.” benefit me.”
21 * Two additional typologies also emerged, but due to their low usage and receptivity, they are not the focus of this study
22. Sophisticates are most receptive audience
to mobile advertising
How would you characterize your attitude towards each of
the following formats of advertising on mobile devices?
47%
Sophisticates Effectives Pragmatists
44%
41%
40%
39%
37% 37%
34%
25%
22%
19%
18%
17%
16%
15% 15%
14%
11%
10%
9% 9%
8%
7%
6%
Mobile search Mobile video ads Mobile display SMS text ads Ads on mobile Brand posts in In-app ads Augmented
ads ads music player social reality
newsfeeds
Sample: smartphone and/or tablet users
22 Percentages reflect number of respondents who expressed ‘Very Positive’ or ‘Somewhat Positive’ attitudes
23. Younger respondents are more positive towards mobile ads
How would you characterize your attitude towards each of the following formats of advertising on
mobile devices?
Positive Attitudes Towards Mobile Ads by Age
18-34 35-49 50+
30%
24%
23%
22% 22% 22%
20% 20%
18%
13%
12%
11% 11%
10% 10%
8%
7%
4% 4%
3%
2% 2% 2%
1%
Mobile search Mobile video ads Mobile display SMS text ads Ads on mobile Social In-app ads Augmented
ads ads music player newsfeeds reality
Sample: smartphone and/or tablet users
23 Percentages reflect the number of respondents who expressed ‘Very Positive’ or ‘Somewhat Positive’ attitudes
24. Men are more accepting of mobile advertising
How would you characterize your attitude towards each of the following formats of advertising on
mobile devices?
Positive Attitudes Towards Mobile Ads by Gender
Male Female
19%
18%
16% 16% 16%
15% 15% 15%
13%
11%
10%
9%
8% 8% 8%
6%
Mobile search Mobile video ads Mobile display SMS text ads Ads on mobile Social In-app ads Augmented
ads ads music player newsfeeds reality
Sample: smartphone and/or tablet users
24 Percentages reflect the number of respondents who expressed ‘Very Positive’ or ‘Somewhat Positive’ attitudes
25. Apple users are more receptive to mobile ad formats and
in-app ads
How would you characterize your attitude towards each of the following formats of advertising on
mobile devices?
Positive Attitudes Towards Mobile Ads
iPhone + iPad Users vs. Overall
iPhone + iPad Other
24%
23%
22%
20% 20% 20%
18% 18% 18%
11% 11% 11%
10% 10% 10%
9%
Mobile search Mobile video ads Mobile display SMS text ads Ads on mobile Social In-app ads Augmented
ads ads music player newsfeeds reality
Sample: smartphone and/or tablet users
iPhone + iPad n=110; not iPhone + iPad n=690
25 Percentages reflect the number of respondents who expressed ‘Very Positive’ or ‘Somewhat Positive’ attitudes
26. Mobile ad favorability is lower in the U.S. than around
the world
How would you characterize your attitude towards advertising on….?
VERY/ SOMEWHAT FAVORABLE, %
Global Average 23 29
Kenya 48 55
Nigeria 48 39
India 43 51
South Africa 30 35
Brazil 23 29
China 22 30
Mexico 19 19
Italy 19 26
Turkey 17 28
UK 14 25
Germany 13 28
France 13 22
Spain 12 18
US 11 16
Canada 11 9
26 Sample: smartphone users Sample: tablet users
27. Users have high expectations for mobile
1 2 3
Mobile Mobile Will Know Mobile Will Offer
Will be Who I Am and an Exchange of
Competent Target Accordingly Tangible Value
And audiences are receptive to mobile marketing when it’s done right.
27
28. How marketers meet user expectations impacts ad
effectiveness
AdIndex® for Mobile In-Market Ad Effectiveness Norms Mobile Best Performers
Percent Impacted: Delta (Δ) Overall Mobile Performers
Mobile Worst Performers
+41.9
+26.4
+17.3 +17.0
+16.3
+14.3
+10.1
+4.8 +3.8 +4.3
-4.3 -0.5
-1.3 -5.2 -5.7
Aided Brand Mobile Ad Message Brand Purchase
Awareness Awareness Association Favorability Intent
Source: Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012
28 Overall Mobile N=181 campaigns, n=127,191 respondents. Delta (Δ)=Exposed-Control
29. PRINCIPLES
for
BRAND SUCCESS
IN THE
MOBILE SPACE
30. Marketers need to respect mobile’s unique audience
and platform
SURPRISE &
RELEVANCE ENGAGEMENT
DELIGHT
PLAY TO
EXCHANGE COMPETENCE
STRENGTHS
TIME & PLACE
30
31. Principle #1: Relevance
Mobile content needs to be tailored to both the target audience
AND the context where they will most likely experience it.
Dievas Watches (Mobile Display Ad)
“I was on ablogtowatch.com reading a watch
review when I saw this ad. I’ve never heard of
Dievas before. This ad prompted me to
research this new watch brand and I ended up
purchasing one of their watches.”
- Andrew
31
32. Users largely desire content from personally-relevant
companies
What types of companies or brands would you most like to see delivering services or features for
your mobile devices?
Local restaurants 33%
Retail stores 27%
Local
Food products/brands 22%
Restaurants
33% Online shopping sites 19%
Quick service restaurants 17%
Sports teams/leagues 16%
Newspapers or magazines 16%
Retail Banks/Financial services 16%
27% Drink products/brands 15%
Hotels 14%
Airlines 13%
Technology companies 11%
Food Fashion/Designers 7%
Products Telecommunication companies 6%
22% Automotive companies 5%
32 Sample: smartphone and/or tablet users
33. Principle #2: Engagement
Mobile provides opportunities to go deeper when users
have moments of downtime.
Dove (Mobile Display Ad)
• Dove teases the promise of the perfect
hairstyle and delivers with a hairstyle
generator that invites people to explore
• It is simple and delivers value beyond the
brand
33
34. Principle #3: Surprise & Delight
Mobile can put a smile on the face of your consumers
with every connection you deliver.
Sam’s Club (Mobile Website + App)
“I would have never considered Sam’s Club
but it came up in the sponsored link when I
did my search. I was so surprised at the
quality of the website and the app was
just amazing. Their app was like eye
candy. I would seriously consider getting a
membership based on how cool their app
was, it made it so easy to shop.”
- Angela
34
35. Principle #4: Play to Mobile’s Strengths
Mobile plays a unique role in the wider media mix since it is both
portable and personal.
Sephora (Mobile Website + App)
• The mobile website has additional features
such as a shopping list creator, GPS store
locator and order tracker; the user interface is
designed to be simpler and cleaner to display
better in mobile
• The mobile app has the same functionality as
the website plus a “Try It On” tool and
barcode
35
36. Principle #5: Exchange
Users are looking for something of value in return for marketers
to access to their mobile phones.
Pillsbury (Mobile Display Ad)
“The smaller ad drew me in with their recipes.
And, they are giving me something,
not trying to sell me something.”
- Sharon
36
37. Relevant offers, like deals and coupons, are most valued
Mobile coupons get 10 times
Which of the following things would you like to see brands
the redemption rate of
delivering to your mobile device? traditional coupons.
(Mobile Marketer, 2012)
44%
DEALS &
COUPONS 27% 27%
25%
FREE INTEREST-
TOOLS BASED LOCATION- 18%
(e.g., INFO BASED
LATEST 15%
shopping (e.g., recipes, INFO
lists, sports (e.g., store PRODUCT FUN
reminders) scores) locations, NEWS FEATURES
promotions) (e.g., branded
game, song
downloads)
37 Sample: smartphone and/or tablet users
38. Particularly among effectives and pragmatists
% Who Want to Get Deals or Coupons Be Sensitive to Discount
from Brands Amount and Control of Offer
“Starbucks, one dollar off
Sophisticates 40%
something I like, any size and any
flavor.” - Angela
Effectives 56%
Pragmatists 58%
Should Greater Intrusion Merit
Greater Discount?
“I was waiting for a specific
text, when this came through
and it made me a little
annoyed. However, if the
coupon was 50% or more I
would like to get as a text.”
- Sharon
38 Sample: smartphone and/or tablet users
39. Pragmatists are most willing to accept ads for free access
Overall Sophisticates Effectives Pragmatists
MOBILE APPS ATTITUDE: I'm happy to see ads in MOBILE WEBSITE ATTITUDE: I'm happy to see ads on
my apps as long as the apps are free. mobile websites as long as the websites are free to access.
30% 28%
48% 50%
34% 35%
68%
57%
“I know ads are a good thing because they keep things free;
sometimes they benefit me and sometimes they don’t.” - Stacey
39 Sample: smartphone and/or tablet users
40. If users see what they want, their brand opinion will improve
When using your mobile device, which of the following can improve your opinion of a brand?
They send or display deals or coupons 34%
They have a good mobile website 23%
Their website works well on my iPhone/iPad (no Flash content) 17%
They send information tailored to my interests 16%
They offer an app for my mobile device 16%
They give me access to free tools 14%
They send information specific to my location 14%
Their mobile website makes it easy to download their app 11%
They send the latest breaking product news 10%
They let me do something entertaining 8%
They send me Facebook/Twitter posts with links that work on my
mobile device
5%
40 Sample: smartphone and/or tablet users
41. Principle #6: Competence
More than any other media, mobile marketing needs to be high
quality, extremely functional and user friendly.
Subaru (Mobile Website)
• Subaru’s mobile website is simple, clean
and quick to load.
• With two taps, you get location-based
deals.
41
42. What makes a good mobile website?
Loads quickly 59%
Speed & Display:
Fast, functional and Displays clearly on my mobile device 50%
easy to find
Easy to find via mobile search 32%
Easier to use than desktop website 20%
Unique to Screen: Offers different features than
13%
Differentiates from desktop website
desktop website Looks better than desktop website 13%
More fun than desktop website 12%
Targeted: Includes location-based features 16%
Leverage location
42 Sample: smartphone and/or tablet users
43. What makes a good app?
Free to download 56%
Acquisition: Quick to download 42%
Free, quick and
Easy to find in app store 22%
easy to obtain
Easy to find on brand's website 17%
Competent: Doesn't crash 53%
Doesn’t crash, fail or Doesn't ask for a rating too often 36%
overstep boundaries Works for all software versions 28%
Clear: Clearly explains updates 32%
Clear & comprehensive description in
Description & updates app store
27%
Easier to use than desktop website 20%
Not too complex: Different features than desktop website 12%
Apps not expected to Includes location based features 12%
best online website Looks better than desktop website 11%
More fun than desktop website 10%
43 Sample: smartphone and/or tablet users
44. Be mindful of resources: “rude” intrusion can damage
brand perceptions
When using your mobile device, which can damage your opinion of a brand?
Requesting too much
46%
Biggest Disadvantages of Apps?
personal info
Sending me unwanted ads
or posts
45% Drains my
battery
No way to opt-out of ads 45% 36%
Slow or incompatible apps 38%
Wants too
A mobile website that
29% much info
keeps promoting their app
19%
Flash content that doesn't
24%
work on my device
Sending links that don't
21%
work on my device Afraid my mobile
Non-optimized mobile will be bombarded
17%
website with ads
18%
No app for my device 13%
44 Sample: smartphone or tablet users
and/or tablet users
45. Principle #7: Time & Place
Mobile content needs to be tailored to when and where it is most
likely to be consumed.
Home Depot (Mobile App)
• With Home Depot, people can scan
QR or UPC codes in store and read
product info or reviews or share or
add to shopping list
45
46. Users will offer location information to get right content and
promotions
Overall Sophisticates Effectives Pragmatists “I want something
that will help me make a
decision and meet me
where I am at in my
search.” - Michael
27%
I'm happy to share my location to 45%
get more relevant services and
38%
offers
36%
25%
I would like to get info specific to 30%
my geographical location (e.g.,
32%
store locations and promotions)
36%
46 Sample: smartphone and/or tablet users
47. MOBILE
in the
MEDIA MIX
ANY BRAND EXPOSURE
CAN DRIVE CONSUMERS
TO MOBILE
47
48. 46% of users likely to take a mobile action based on
recommendations from friends or family
If I saw ___________, I would likely take a mobile action*:
Recommendations 46%
*AT LEAST ONE OF THE FOLLOWING ACTIONS
TV Ad 38%
Brand in Store Online 38%
Brand in Store Offline 37% BRAND VISIT
SEARCH WEBSITE
Print Ad 36%
Event 33%
Online Ad 33%
DOWNLOAD LIKE/FOLLOW
30% APP BRAND
Brand Post in Social Newsfeed
Radio Ad 29%
Billboard Ad 27%
48 Sample: smartphone and/or tablet users
49. Various brand touchpoints drive these audiences to mobile
Mobile-reliant Sophisticates are likely to
engage with a brand on mobile after most
forms of brand exposure *AT LEAST ONE OF THE FOLLOWING ACTIONS
SOPHISTICATES
BRAND VISIT
Recommendations are the clear motivator SEARCH WEBSITE
for this goal-directed audience
E F F E C T IVE S
Recommendations and in-store brand DOWNLOAD LIKE/FOLLOW
APP BRAND
exposure drive Pragmatists to their mobile
devices for more info
PRAGMATISTS
*Sample: smartphone and/or tablet users
49 Quantitative data by segment available by request
50. Mobile ad exposure mostly drives users to a brand’s website
or search
Which of the following actions have you taken as a result of seeing a mobile ad?
Visited the brand website 14%
Searched for the brand 10%
Clicked/interacted with ad 9%
Looked for brand in a store 8%
Downloaded brand’s app 7%
Purchased the brand 7%
Recommended it 5%
Mobile display ads are just one element of a mobile campaign; use display to drive
traffic to an optimized website for continued engagement
50 Sample: smartphone and/or tablet users
51. MARK ETING
BEST
PRACTICES
for
MOBILE
DISPLAY ADS,
WEBSITES,
AND APPS
51
52. Mobile display ads need clear branding, communication
and call-to-action
What makes a good mobile display ad?
do: don’t:
clearly brand your creative show your brand only on a product shot
clutter your ads with too much text or too
offer a clear call-to-action
many logos
target as tightly as possible repurpose online creative only to leave
it cropped
make the ads interactive use intrusive formats unless context is
and engaging highly relevant
52
53. Mobile websites should be fast and functional
What makes a good mobile website?
do: don’t:
make it fast, clean and feel compelled to outdo your
easy to use online website
keep the latest news on top forget mobile users are goal
and tailor to the location directed
minimize taps and resizing value entertainment over competence
Simple is safest until network speeds improve
53
54. Mobile apps must be easy to acquire and easy to use
What makes a good mobile app?
do: don’t:
be relevant and free if crash (don’t be too resource intensive)
possible
clearly explain what you offer build one unless it will be used regularly
and what you’ve updated
offer users something in make it too complex
return
aim to surprise and delight ask for more than you need (e.g.,
so users come back personal information, updates)
54
55. AdReaction is part of Millward Brown’s Changing Channels campaign, a series
of published insights helping marketers navigate the changing media landscape
and explore new opportunities to connect with consumers.
VISIT WWW.MILLWARDBROWN.COM FOR MORE INFORMATION.
55