Insights on mobile usage and advertising perception"
by Bruce Hoang, Orange Advertising Network HQ France
Presented during 1/3 Mobile Publishing & Advertising. Are you ready for the breakthrough in 2010?
Joint networking event of Mobile Monday Brussels and IAB (Internet Advertising Bureau)
Brussels
An overview of mobile media consumption and advertising opportunities in Thailand by Shiraz Kabir, Head - Performance Advertising, Inmobi and Phalgun Raju, General Manager, Inmobi
How are people engaging with their mobile devices? How effective are mobile ads? The results from our global research study with InMobi on Mobile Media Consumption was officially released at this year's World Mobile Congress last week. In this second wave of research, we tracked how mobile devices have changed they way media is consumed across 14 countries. This report summarizes the findings for the APAC region.
How are people engaging with their mobile devices? How effective are mobile ads? The results from our global research study with InMobi on Mobile Media Consumption was officially released at this year's World Mobile Congress last week. In this second wave of research, we tracked how mobile devices have changed they way media is consumed across 14 countries. This report summarizes the findings for China.
The study, conducted by TNS, measures how mobile media users in the UK, France, Spain and Poland are engaging with mobile content and the mobile internet.
It also identifies how, when, why and where European mobile media users access content, information and entertainment, giving brands exclusive intelligence from Orange across a range of sectors to help them better engage with their audiences.
For more information visit: http://exposure2010.orangeadvertisingnetwork.co.uk/
An overview of mobile media consumption and advertising opportunities in Thailand by Shiraz Kabir, Head - Performance Advertising, Inmobi and Phalgun Raju, General Manager, Inmobi
How are people engaging with their mobile devices? How effective are mobile ads? The results from our global research study with InMobi on Mobile Media Consumption was officially released at this year's World Mobile Congress last week. In this second wave of research, we tracked how mobile devices have changed they way media is consumed across 14 countries. This report summarizes the findings for the APAC region.
How are people engaging with their mobile devices? How effective are mobile ads? The results from our global research study with InMobi on Mobile Media Consumption was officially released at this year's World Mobile Congress last week. In this second wave of research, we tracked how mobile devices have changed they way media is consumed across 14 countries. This report summarizes the findings for China.
The study, conducted by TNS, measures how mobile media users in the UK, France, Spain and Poland are engaging with mobile content and the mobile internet.
It also identifies how, when, why and where European mobile media users access content, information and entertainment, giving brands exclusive intelligence from Orange across a range of sectors to help them better engage with their audiences.
For more information visit: http://exposure2010.orangeadvertisingnetwork.co.uk/
'Mobile Exposure: Mobile media usage data' - Orange Advertising Network (Mobi...QuestBack AG
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A demographic study within the Nordics of people’s mobile phone habits, and social media network habits...men and women, boys and girls, from 15 –55, from all over the Nordic regions, and from all walks of life....
MeasureWorks - 5 best practices for every Mobile StrategyMeasureWorks
Mobile commerce raises the stakes for business owners. Recent research from Forrester and OVUM tells us that more than 70% of all consumers expect mobile sites to load as fast as regular websites. Even worse, after a bad experience, over 50% of all consumers will leave your mobile site to never return. This will have impact on your conversion and ultimately your bottom line.
Mobile browsing differentiates itself in 2 crucial ways from the regulare websites. The consumer is expecting speed and simplicity. Not beautiful styled websites with lots of rich content.
This presentation, as part of the MeasureWorks mobile performance meetup, will give you best practices for building a successful mobile strategy.
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We combine Network-centered measuring (NIS) with User-centered metering (nurago).
GfK Network Intelligence Solution’s methodology transfers anonymised, real-time IP traffic into fine-grained metrics to understand cross media and long tail consumer behaviour in motion.
GfK nurago‘s LEOtrace® technology measures and tracks individual user behaviour and application usage
on-device within controlled consumer panels.
Measuring and interpreting traffic on mobile network operator’s backbones helps understanding the long tail of Mobile. Currently, data from 5+ million unique users are anonymously evaluated. NIS is new and tested in 7 countries with 8 operators. Data is enriched with demographics, geographics, device features, and content categorisation into a fully consumer privacy proof solution.
nurago‘s LEOtrace® technology provides Holistic Measurement in smaller samples:
Events and data points measured at the point of origin: Web and App Usage, Communication, Location — then enriched with purchase information, attitudinal user feedbacks – and other media usage.
The combination of both results in multidimensional analysis and robust insights.
The presentation was held at M-Days 2012, Feb 1.
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Using Qt to Build Mobile Applications Featuring Social Networking and Monetiz...account inactive
The telecom, internet and media industry is converging and the value chain providing basic telecom services is now rapidly being challenged in the new emerging eco-system. New business models are breaking up the traditional value chain and each player takes on a new, or slightly different, role as the centre of their own value-web to secure a niche in the digital media space. This new emerging eco-system is a result of consumers changing their media and communications consumption and new players entering the arena. Today, social networking is one of the aspects especially important in device application development. However, to generate a valid business a new revenue source must be recognized such as advertising. The focus of Tieto’s presentation lies on Social TV concept which means that interactive TV services could be used on mobile devices and desktop. This also includes social networking during which end-users could exchange actual broadcasts or interact in the running program. This concept is especially interesting for network operator as they could efficiently merchandise advertising space by means of targeted advertising.
Presentation by Jouni Laine held during Qt Developer Days 2009.
http://qt.nokia.com/developer/learning/elearning
Web Foundation - Developing a better world - one start-up at a timeFranco Papeschi
Slides for my presentation at the Over the Air 2011 conference / hackday.
---
Can we make a difference in societies – especially in Africa – by fostering the growth of a new generation of creators, entrepreneurs, makers that use mobile and web technologies to provide locally relevant services?
We think so, and that’s why – last year – the Web Foundation started working on 2 mobile entrepreneurship labs, in Ghana and Kenya. The session will present some of the cool things happening in these innovation hubs, will reflect on the challenges and will help participants understand what are the future opportunities in the region, and why they are important for Europe.
'Mobile Exposure: Mobile media usage data' - Orange Advertising Network (Mobi...QuestBack AG
Orange’s Mobile Exposure research offers a unique insight into mobile media usage across Europe. The findings have interesting implications for market researchers using the mobile platform in Europe and globally, highlighting how consumers use their phones, their relationship with them and some of the technological challenges to be overcome. Bruce will supplement the data from this survey with additional markets to give a truly worldwide view.
A demographic study within the Nordics of people’s mobile phone habits, and social media network habits...men and women, boys and girls, from 15 –55, from all over the Nordic regions, and from all walks of life....
MeasureWorks - 5 best practices for every Mobile StrategyMeasureWorks
Mobile commerce raises the stakes for business owners. Recent research from Forrester and OVUM tells us that more than 70% of all consumers expect mobile sites to load as fast as regular websites. Even worse, after a bad experience, over 50% of all consumers will leave your mobile site to never return. This will have impact on your conversion and ultimately your bottom line.
Mobile browsing differentiates itself in 2 crucial ways from the regulare websites. The consumer is expecting speed and simplicity. Not beautiful styled websites with lots of rich content.
This presentation, as part of the MeasureWorks mobile performance meetup, will give you best practices for building a successful mobile strategy.
GfK NIS and nurago: Measuring Digital Consumer Journeysnurago
GfK NIS and nurago are measuring Digital Consumer Journeys across all media types and customer touchpoints.
We combine Network-centered measuring (NIS) with User-centered metering (nurago).
GfK Network Intelligence Solution’s methodology transfers anonymised, real-time IP traffic into fine-grained metrics to understand cross media and long tail consumer behaviour in motion.
GfK nurago‘s LEOtrace® technology measures and tracks individual user behaviour and application usage
on-device within controlled consumer panels.
Measuring and interpreting traffic on mobile network operator’s backbones helps understanding the long tail of Mobile. Currently, data from 5+ million unique users are anonymously evaluated. NIS is new and tested in 7 countries with 8 operators. Data is enriched with demographics, geographics, device features, and content categorisation into a fully consumer privacy proof solution.
nurago‘s LEOtrace® technology provides Holistic Measurement in smaller samples:
Events and data points measured at the point of origin: Web and App Usage, Communication, Location — then enriched with purchase information, attitudinal user feedbacks – and other media usage.
The combination of both results in multidimensional analysis and robust insights.
The presentation was held at M-Days 2012, Feb 1.
'Measuring the French mobile internet audience' - Médiamétrie (Mobile Researc...QuestBack AG
All French mobile customers were measured as part of this ambitious collaborative project to build a coherent picture of mobile internet use across Europe. Now for the first time in France advertisers can see real, aggregated mobile audience data offering the insight they need for better planning of marketing campaigns, and, in return, inevitably accelerate sales of mobile advertising inventory. Médiamétrie will explain how they carried out this extensive study of French mobile users and what this means for mobile research as a methodology, as well as mobile advertising.
Using Qt to Build Mobile Applications Featuring Social Networking and Monetiz...account inactive
The telecom, internet and media industry is converging and the value chain providing basic telecom services is now rapidly being challenged in the new emerging eco-system. New business models are breaking up the traditional value chain and each player takes on a new, or slightly different, role as the centre of their own value-web to secure a niche in the digital media space. This new emerging eco-system is a result of consumers changing their media and communications consumption and new players entering the arena. Today, social networking is one of the aspects especially important in device application development. However, to generate a valid business a new revenue source must be recognized such as advertising. The focus of Tieto’s presentation lies on Social TV concept which means that interactive TV services could be used on mobile devices and desktop. This also includes social networking during which end-users could exchange actual broadcasts or interact in the running program. This concept is especially interesting for network operator as they could efficiently merchandise advertising space by means of targeted advertising.
Presentation by Jouni Laine held during Qt Developer Days 2009.
http://qt.nokia.com/developer/learning/elearning
Web Foundation - Developing a better world - one start-up at a timeFranco Papeschi
Slides for my presentation at the Over the Air 2011 conference / hackday.
---
Can we make a difference in societies – especially in Africa – by fostering the growth of a new generation of creators, entrepreneurs, makers that use mobile and web technologies to provide locally relevant services?
We think so, and that’s why – last year – the Web Foundation started working on 2 mobile entrepreneurship labs, in Ghana and Kenya. The session will present some of the cool things happening in these innovation hubs, will reflect on the challenges and will help participants understand what are the future opportunities in the region, and why they are important for Europe.
Sandy Shanman presentation this deck at Mobile Marketing Live on the Mobile Advertising Panel. He discusses the 3Rs of Mobile Advertising - Rich-Media, Relevancy and ROI
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Bruce Hoang, Orange, Insights on mobile usage and advertising perception"
1.
2. exposure objectives
Ad perception
&
opportunities
Awareness
Motivations &
&
barriers
usage
Qualitative research
3. Methodology
Vox Pop
(15mn)
Depths
(1h30)
Walkabouts
(1h30)
Focus groups
(2h30)
location
gender, age
mobile provider
advertising perception
4. Mobile media builds a new relationship to space and time
Entertainment
Connectivity
Personalization
-25
Killing time
Socializing
Geolocalization
25-40 Three needs to
take into
account
Not wasting
time Control
space
40+
5. Emerging universes in advertising on the mobile creativity
PERSONALIZATION SUPPORT ANTICIPATION
PARTNERSHIP CO -SHOPPING
SOCIALIZATION INTERACTION ENTERTAINMENT
6. Country benchmark
( Format testing)
Idle Screen** Location based** Sponsoring**
€ 28€ / mth²
Handset functionality* %
Smartphone 12 %
3G 31 %
Video 58 %
Connectivity Practicability
€ 30€ / mth²
Handset functionality* %
Smartphone 8%
3G 25 %
Video 51 %
€ 45€ / mth²
Interaction Anticipation Support
Handset functionality* %
Smartphone 20 %
3G 42 %
Video 64 %
* source Nielsen ** Source Basis Exposure I : format testing ² Average monthly Consumers spend on mobile phone source Idate / Teligen
8. Overview of approach
Pre and post research supplemented by qualitative focus groups
We followed the same pre and post exposure approach adopted in the previous mobile research but
incorporating different levels of advertising exposure
Recruitment of respondents from both Mobile Panel and traditional online consumer panel
Pre ad exposure online interview
SMS and/ or emails sent to respondents directing them to the mobile and / or online websites where
Nationwide advertising was placed – a third of our respondents exposed to only the mobile advertising,
(Cell 1), a third exposed to only internet advertising (Cell 2) and a third exposed to both mobile internet
and online advertising (Cell 3)
- Orange World, O2 Active, Vodafone Live, Planet 3, T-Mobile web’n’walk, MSN, Sky
Respondents given instructions to navigate around the website(s) – will include a task to consolidate
interest and recreate consumers real experience of browsing
Post ad exposure online interview
Qualitative focus groups to add depth and insight and bring the research to life
9. Qualitative process
• 2 x 1.5 hour focus groups took place on 2nd
Group Structure December 2009 with mobile internet users
18-29 year old mobile 30-44 year old mobile • Criteria for the groups were as follows:
internet users internet users
• Mixed gender groups
• All accessed the internet at least every
3-4 days
• All accessed the internet on their
mobile at least once a week
• Mix of iPhone, smartphone and non-
smartphone users in each group
• All respondents were asked to complete a
internet access diary before coming to the
groups, detailing when and why they
accessed the internet over a two day period
Within this document, slides which are based on the qualitative research are indicated with this
symbol
11. Mobile works as a
branding and
awareness medium and
adds to online
12. Mobile internet users become hooked
INSIGHTS IMPLICATIONS
Mobile internet fits seamlessly into users’ Because of the level of importance and volume
lives and using the service is a natural and of use - this touchpoint has value for advertisers
integral part of their daily routine
Advertisers can access consumers at multiple
Users sometimes perform tasks continually points throughout the day with the same
over several different devices (e.g. mobile, message. However, messages need to be
work PC, laptop)
adapted to suit each device
Online and mobile advertising can work Mobile and online ads can and should form part
together: online to convey message and of the same campaign, but ads should be
mobile to reinforce it adapted for their medium
13. Overall brand awareness went up
NATIONWIDE SPONTANEOUS BRAND AWARENESS (in context of home insurance)
10
+43%
7
1 3
%
1st mention
PRE WAVE POST WAVE
Total Spontaneous
B01b What companies that provide home insurance have you heard of? Which come immediately to mind?
Base: All respondents (875)
14. Awareness went up even more amongst those that
saw ads on both platforms
NATIONWIDE SPONTANEOUS BRAND AWARENESS (in context of home insurance)
1st mention
Total Spontaneous
+114%
% change since pre wave 7
2
4
2
%
PRE WAVE POST WAVE Not seen any Seen Nationwide Seen both mobile
Nationwide campaign mobile banner & internet
advertising advertising advertising
B01b What companies that provide home insurance have you heard of? Which come immediately to mind?
Base: All respondents (875), not seen any advertising (215), seen mobile ad (172), seen both mobile & internet ads (80),
15. Recognition was much higher amongst those that saw
online and mobile...
+35%
%
RECOGNISE RECOGNISE RECOGNISE
MOBILE AD INTERNET AD EITHER AD
Cell 1 Cell 2 Cell 3
C05/ C12 You said earlier you have recently seen Nationwide advertising on your mobile phone/ internet. Was this the advertising you saw?
C06/ C13 Have you ever seen this piece of advertising before today?
Base: In parenthesis for each sub-group
16. Brand statements rose, but particularly when
respondents saw ads on both platforms
STATEMENT ASSOCIATION – NATIONWIDE
2 % change since pre wave Not seen any Seen Nationwide Seen both
Nationwide mobile banner mobile &
campaign advertising internet
%
advertising % %
advertising
Is a company I trust 40 41 41
Offers a wide range of products 39 43 4 48 4
Offers insurance products that are
suitable for me 35 38 44
Has good customer service
30 34 32
Offers cost effective deals for both building &
home contents cover
21 1 29 2 27
Their standard home insurance policy 20 33 2 40 8
1
offers extensive cover
Is a home insurance specialist 18 24 28
Offers 5 star home insurance 15 1 28 4 27 5
Offers good value for money 14 2
26 5 25 7
Offers insurance products I would
12 25 24
pay more for
Always has a good number of special 12 1
18 15 2
offers and discounts
B07 Here is a list of companies that provide home insurance and a list of statements that other people have made about them.
Please indicate which companies you think apply to each statement – you can choose as many or as few companies as you like for each statement
Base: All respondents aware of Nationwide in Post stage: not seen any advertising (531), seen mobile ad (160), seen both mobile & internet ads (75)
17. Consideration to purchase was much higher amongst
those that saw adds on both platforms
LIKELIHOOD TO CONSIDER NATIONWIDE HOME INSURANCE (5 point scale)
67
+24%
54 55
20
Definitely would
consider 12 12
Probably would
42 43 47
consider
%
PRE WAVE POST WAVE Seen both
mobile &
2 % change since pre wave internet
advertising
B06 Now I would like you to decide how likely you would be to consider each of the following companies next time you purchased home insurance
Please use a five point scale, where 1 means `I definitely would not consider’ and 5 means `I definitely would consider’
Base: All respondents aware of Nationwide Pre (802) Post (787) in Post stage: not seen any advertising (531), seen mobile ad (160), seen both mobile & internet ads (75)
18. Summary
Mobile can build awareness and is more effective
when used with online
By adding mobile to online activity you can improve
performance