The document analyzes mobile device usage and attitudes toward mobile advertising based on a global research study. It finds that while mobile devices are increasingly central to people's lives, consumers' attitudes toward mobile marketing are generally unfavorable unless ads are relevant, respect users' time and space, and provide value. The document provides guidance for marketers on how to effectively engage mobile audiences through principles like relevance, engagement, and delivering surprises.
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.
Ad tech 2013 moving on mobile intro rachel pasquaRachel Pasqua
2013 is shaping up to be a breakout year for mobile advertising. According to eMarketer, the mobile ad market will triple this year to more than $4 Billion and could top $7 Billion next year. While there’s a lot of growth potential, how are marketers preparing for this surge? What technologies and media platforms are critical to your mobile success and how can you stay on top of customer engagement on mobile devices? How are heavyweights such as Google, Facebook, Apple and Twitter embracing this growth and monetizing their investments? Sit in and discover how the mobile landscape is changing, what marketing strategies work, and why the next leap in mobile reach is poised to hit us in the coming year.
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.
Ad tech 2013 moving on mobile intro rachel pasquaRachel Pasqua
2013 is shaping up to be a breakout year for mobile advertising. According to eMarketer, the mobile ad market will triple this year to more than $4 Billion and could top $7 Billion next year. While there’s a lot of growth potential, how are marketers preparing for this surge? What technologies and media platforms are critical to your mobile success and how can you stay on top of customer engagement on mobile devices? How are heavyweights such as Google, Facebook, Apple and Twitter embracing this growth and monetizing their investments? Sit in and discover how the mobile landscape is changing, what marketing strategies work, and why the next leap in mobile reach is poised to hit us in the coming year.
With the Apple iPad at the core of its growth, the tablet industry is estimated to reach US$20 billion by 2014. Businesses that ignore this platform risk missing out on a critical mass of users.
From hotels and cafés to car dealers and customer service reps, the iPad has proved adept at fitting into many lines of business.
Join Ogilvy’s Brian Giesen and SmartCompany’s James Thomson as they dicuss the iPad.
Evento Disru.pt em Castelo Branco
Workshop Mobile Thinking - leccionado por Jorge Frazão, tutor da EDIT. / Porto.
Neste workshop serão abordados os seguintes temas:
- O mundo mobile nos dias de hoje e a sua importância;
- As principais funcionalidades e vantagens;
- Negócios Mobile com sucesso;
- Plataformas disponíveis (iOS, Android, Windows Phone, Híbridos);
- Desenvolvimento Mobile;
- As principais metodologias de geração de dinheiro através de aplicações mobile.
Digital Marketing Strategy for the Four Screens - TV integration, PC, Mobile ...Mike Corak
From inspiration to booking and beyond, discover how each type of screen in consumers’ lives are playing different roles, and what that means for your hotel’s digital marketing strategy. Use consumer behavior data to improve your travel and hospitality digital marketing strategy, your ominchannel strategy, and align your mobile marketing strategy.
Bluelight Mobile DigiPharm presentation Sam Walmsley
Mobile presentation from Bluelight Digipharm pre-workshop. Covering why pharma should be thinking about creating seamless digital experiences that work across all devices. Healthcare and patient stats on mobile usage. Thoughts on whether to create mobile content or develop apps.
Mobile apps present a new and unique channel that all hotels must consider if they are serious about a comprehensive mobile marketing strategy. This webinar will clear up many of the myths that exist out there and that are incorrectly spreading through the hospitality industry.
Mobile Marketing for Nonprofits with Mobile AppsSweb Development
Founder and CEO, Magaly Chocano, of Sweb Development creators of SwebApps, shares the importance for nonprofits to have a mobile presence in three key areas, web, mobile, and social. Having a strategy can provide a great platform for nonprofits to extend their reach by finding new ways to engage not only their existing supporters, but also reach new supporters.
With the Apple iPad at the core of its growth, the tablet industry is estimated to reach US$20 billion by 2014. Businesses that ignore this platform risk missing out on a critical mass of users.
From hotels and cafés to car dealers and customer service reps, the iPad has proved adept at fitting into many lines of business.
Join Ogilvy’s Brian Giesen and SmartCompany’s James Thomson as they dicuss the iPad.
Evento Disru.pt em Castelo Branco
Workshop Mobile Thinking - leccionado por Jorge Frazão, tutor da EDIT. / Porto.
Neste workshop serão abordados os seguintes temas:
- O mundo mobile nos dias de hoje e a sua importância;
- As principais funcionalidades e vantagens;
- Negócios Mobile com sucesso;
- Plataformas disponíveis (iOS, Android, Windows Phone, Híbridos);
- Desenvolvimento Mobile;
- As principais metodologias de geração de dinheiro através de aplicações mobile.
Digital Marketing Strategy for the Four Screens - TV integration, PC, Mobile ...Mike Corak
From inspiration to booking and beyond, discover how each type of screen in consumers’ lives are playing different roles, and what that means for your hotel’s digital marketing strategy. Use consumer behavior data to improve your travel and hospitality digital marketing strategy, your ominchannel strategy, and align your mobile marketing strategy.
Bluelight Mobile DigiPharm presentation Sam Walmsley
Mobile presentation from Bluelight Digipharm pre-workshop. Covering why pharma should be thinking about creating seamless digital experiences that work across all devices. Healthcare and patient stats on mobile usage. Thoughts on whether to create mobile content or develop apps.
Mobile apps present a new and unique channel that all hotels must consider if they are serious about a comprehensive mobile marketing strategy. This webinar will clear up many of the myths that exist out there and that are incorrectly spreading through the hospitality industry.
Mobile Marketing for Nonprofits with Mobile AppsSweb Development
Founder and CEO, Magaly Chocano, of Sweb Development creators of SwebApps, shares the importance for nonprofits to have a mobile presence in three key areas, web, mobile, and social. Having a strategy can provide a great platform for nonprofits to extend their reach by finding new ways to engage not only their existing supporters, but also reach new supporters.
China App Index: Will mobile kill the TV star? [July 2013]WandouLabs
China is world’s largest smartphone market, by far. But it’s a black hole for app data.
Here at Wandoujia, China's leading Android app store, we decided to change that.
The top trend for July 2013? Chinese are flocking to video apps. Find out what's driving this trend and what will happen to China's next gen TV stars.
Contrary to popular belief, it is indeed possible to create great-looking UIs for apps that target very low-priced phones. This presentation shows you how to apply solid UX guidelines and application-design principles that work great even on very low-cost hardware. Juhani Haaparanta, principal interaction designer with Nokia in Tampere, Finland, explains how to design the right type of interaction architecture, apply the appropriate UI style, and add a twist of visual excellence to applications for budget phones. The resulting apps will deliver better user experience and thus better reviews, usage numbers, and return on investment.
Les résultats de la 2ème édition de l’étude MMA - Mobile Marketing Attitude consacrent «le véritable avènement de la tablette». 39% des possesseurs de smartphone et de tablette emportent cette dernière partout, et 42% ont remplacé leur ordinateur par leur tablette. 24% interagissent avec des programmes TV via leur tablette. 46% préfèrent leur tablette à leur smartphone pour consulter des offres et préparer un achat.
L’étude montre également un «fort développement des usages du smartphone» : 31% des utilisateurs commandent en ligne via leur mobile et 36% effectuent des virements. 52% acceptent des notifications push, 59% acceptent de recevoir des messages sur leur smartphone selon leur position géographique. 68% veulent bien recevoir des messages commerciaux s’ils sont clients de la marque et 25% en tant que prospect. 40% consultent, comparent des produits ou services, via leur mobile. 31% des smartphoners suivent l’actualité de leurs marques préférées et 11% la partagent. 8% utilisent souvent les QR codes ou tags 2D, 46% le font occasionnellement.
Les attentes sont également de plus en plus marquées et une bonne partie des utilisateurs aimeraient remplacer leur portefeuille par leur smartphone. 28% souhaiteraient payer en caisse avec leur smartphone. 24% aimeraient payer directement avec leur mobile sans passer en caisse. 52% aimeraient embarquer des cartes de fidélité sur leur smartphone et 45% des coupons de réduction, 35% leurs billets de transport et 28% leurs billets de spectacle. 38% aimeraient s’identifier à l’entrée d’un magasin pour recevoir des informations personnalisées sur leur smartphone.
Selon le SNCD, ces résultats «confirment l’omniprésence du smartphone et la forte montée en maturité de la tablette dans la relation commerciale entre les marques et les consommateurs».
L’échantillon interrogé comprend 1 118 répondants âgés de 18 à 65 ans, possesseurs de smartphone ou de tablette, se connectant à Internet via leur appareil. L’enquête a été réalisée en ligne du 18 juillet au 30 août 2013.
"60 Apps in 60 Minutes Redux: The Next 60 Apps You Need To Know."
Spotlight Session at the Special Libraries Association SLA 2012 conference in Chicago, update to last year's wildly successful session.
Co-presented with Scott Brown.
With an impressive 70% viewing mobile ads as a personal invitation from brands rather than an invasion, it opens up new opportunities for brand advertisers to engage with their consumers.
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.
Five Free Ways to Make Your Business Work Better in MobileBrandEmotivity
Brand Emotivity works with brands and advertising agencies on mobile and innovation projects. In this presentation, we show how every organisation regardless of size can create a great mobile experience.
Mobile Is My Addiction; Cricket Is My Religion InMobi
Over the past year, Cricket is getting married to Mobile in more ways than one in India. When it comes to mobile advertising, what is the reason for this increasing affiliation and what are the things to watch out for? All this and more in the latest InMobi whitepaper
eMarketer Webinar: Social Media Marketing on Mobile DeviceseMarketer
This webinar explores how consumers’ social media usage is shifting, how their social activities differ on the desktop vs. mobile, and what businesses can do to embrace the new opportunities that the mobile environment provides.
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.
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
The mobile is moving well beyond its role as a communication device, becoming an enabler for a wide range of experiences from TV viewing to shopping to banking. And mobile connectivity is disrupting industries from retail to auto to finance and beyond. The consensus is that change is occurring at an astonishing scale and speed.
In this report, JWTIntelligence outlines key trends in evidence at the GSMA’s Mobile World Congress, held in Barcelona in late February, along with examples that illustrate these developments and implications for brands. The report also incorporates insights from interviews with several mobile experts and influencers.
Etude "Global Mobile Media Consumption" réalisée par le InMobi.Bertrand Jonquois
Comment et pour quels raisons utilise-t-on son smartphone et sa tablette pour surfer sur Internet ?
A quelles activités consacre-t-on ce temps passé ?
La publicité mobile est-elle acceptée, voire efficace ? Réponse avec l'étude "Global Mobile Media Consumption" réalisée par le groupe de publicité mobile, InMobi.
How Mobile Apps Can Be Used For Sales And BrandingVincent Teo
This is a presentation I gave at eTail Asia 2013 in Singapore that highlights the opportunities for brands to leverage on mobile devices and apps to drive sales and branding. There are interesting statistics that show how consumer behavior has shifted with mobile devices and insights from a survey I did on what makes a great mobile app. It also details three key rules when it comes to making mobile apps and some brand examples of great apps.
BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...Kantar
On 24 November 2017, Martin Guerrieria, BrandZ Global Research Director at Kantar Millward Brown, presented the key findings of the first BrandZ UK Top 50 rankings at a client event in London. To access the full UK report, please visit http://www.millwardbrown.com/brandz/top-50-UK-brands
Following the launch of the inaugural BrandZ Top 50 Most Valuable UK Brands, BrandZ experts Peter Walshe and Martin Guerrieria share insights into how the most successful brands are performing and how to build healthy brands that stand the test of time.
The Power of Digital in Brand Building in South AfricaKantar
Do you know digital channels build long term brand loyalty? In this presentation, we share learnings around which digital channels deliver the best ROI and key insights to create breakthrough marketing in a connected world.
A look at the list of the world’s most valuable brands tells the story of how Google, Facebook, Amazon, Tencent and Alibaba built globally successful brands in a period of twenty years or less. Fortune’s list of the top 50 unicorns also shows that tech start-ups are here to stay. So how are these brands born and how have they grown from embryonic ideas to global powerhouses? We shared this presentation at a recent UK event which brought together some of the brightest minds in the industry to discuss the opportunities and challenges of becoming a start-up success story and the role of brand in driving business success.
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
The slides from the ‘Winning with video in a multiscreen world’ webinar presented on BrightTalk on the 1st March 2017. In this webinar Daren Poole and Leila Buckley share the 5 steps to winning with multi-screen video, drawing on learnings from case studies, cognitive neuroscience and extensive research and development work conducted to launch the new Link for Video solution. To watch a recording of the webinar please use this link: https://www.brighttalk.com/webcast/9623/244837
AdReaction Gen X, Y and Z - Engaging across generationsKantar
A new AdReaction study from Kantar Millward Brown, reveals Gen Z has its own distinct behaviours, attitudes and responses to advertising. The study, AdReaction: Engaging Gen X, Y and Z is the first-ever comprehensive global study of Gen Z, and provides guidance on how marketers can engage more effectively with this increasingly important group.
Who are the world’s most valuable luxury brands? What are the drivers behind their value growth over the past 10 years? How have global luxury consumers’ attitudes, behavior and shopping habits changed? What is happening in the fast-growing new luxury markets? What are the branding-building action points in the future? The presentation will cover the key findings from BrandZ Top 10 Most Valuable Luxury Brands over the past 10 years, reveal the global trends in luxury, uncover the drivers behind the luxury brand’s value growth and the important brand-building implications for the next decade. The insights are drawn from the BrandZ database including information from more than 2 million consumers in 50 country markets.
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 YearsKantar
Check out the slides from the series of BrandZ webinars we held on the 23rd June 2016 presented by Doreen Wang, Head of BrandZ, and Peter Walshe, Global BrandZ Strategy Director. In these webinars Doreen and Peter take you through the key findings from the BrandZ Top 100 Most Valuable Global Brands 2016 (http://www.millwardbrown.com/brandz/top-global-brands/2016) and share lessons for future brand building that we have learnt from looking in detail at over 100,000 brands over the last 11 years. To view a recording of the webinar please click here (http://www.millwardbrown.com/global-navigation/news/news-events/webinars/2016/brandz-global-2016), and if you are interested in finding out more about BrandZ or how these learnings could be applied to your brand please contact your local Millward Brown team.
At this year’s Responsibility Business Week event in the UK on Trusted brands: what behaviours help companies thrive in today's marketplace? Nick Bull, Senior Director at Millward Brown presented new research which shows that the most trusted brands in the global BrandZ Top 100 ranking have grown 170% since 2006 – almost double the rate brands with average levels of trust.
Take a look at his presentation and notes here.
BrandZ Top 100 Most Valuable Chinese Brands 2016Kantar
The turbulence of the Chinese economy and stock market over the last 12 months continues to make headlines, but what has this meant for brands? Millward Brown's 10 years of the BrandZ Top 100 Most Valuable Global Brands has demonstrated that a strong brand protects the business in hard times, and enables it to recover faster.
Millward Brown and WPP have released the 6th annual BrandZ Top 100 Most Valuable Chinese Brands ranking and report. Learn how Chinese brands weathered the recent economic challenges and what impact this has had on consumer confidence and the growth of local brands.
http://www.millwardbrown.com/brandz/top-chinese-brands/2016
#GettingMediaRight with Millward Brown. Setting the media scene, some thoughts about the future of media and 2016 media predictions by Andrzej.Suski@MillwardBrown.com & South African insights and learnings’ on how to optimize digital video creative and how to maximize media efficiencies through the use of video across multiple screens by Monique.Claassen@MillwardBrown.com
THE UK Stars OF 2015’s Christmas Advertising - InfographicKantar
Millward Brown’s Christmas advertising study explores the performance of 18 of this year’s leading TV ads, testing them with consumer audiences using its AdExpress tool.
Viewers reviewed and scored each on 12 factors proven to drive sales and build a brand: Branding, Involvement, Enjoyment, Made me love the brand, Sets the trends, Persuasion, New and different information, Relevance, Believability, Different from others, Meets my needs.
The 18 ads reviewed are from brands and retailers: Asda, Argos, Boots, Burberry, Cadbury’s, Celebrations, Debenhams, dfs, John Lewis, Lidl, Marks & Spencer, Mulberry, PayPal, Sainsbury’s, Sky Movies, Very, Waitrose and Warburtons.
Advertising plays a vital role in building brands. But even the best advertising, for a well-loved brand, perfectly deployed through media, needs a receptive audience.
Consumer receptivity to advertising is our industries most precious asset – it is our oxygen.
Today I want to convince everyone here that advertising receptivity is at genuine risk and we must, together, take better care of it.
Our behaviours as an advertising industry have been more bad than good and this is turning people off. We are belching out our own version of CO2 and ruining the environment for communications effectiveness.
People are becoming less receptive to advertising and it is our own fault – that’s the inconvenient truth.
How we are driving more brand spend into digital, focusing on the growth of programmatic as an industry through automation and how we can respond to these changes in the market with solutions.
Automation Technologies are key to growth for brands. We need to simplify the media value chain, and declutter the process
Working across a trusted online currency will the drive growth of brand spend online.
How Technology And New Platforms Are Changing Brand CommunicationsKantar
Good ads have 3 key metrics: interaction, communication and persuasion. Personal communication is becoming easier and more popular with the help of technology and Big Data. Problem- solving ads are the important part of brand communication.
Is It The Death Or Rebirth Of Digital Advertising?Kantar
Digital Ad spend has been growing steadily across the globe and in some markets now outpaces TV spend.
With this rise in spend we have also seen a steady increase in the formats and technology available to advertisers.
But are we as an industry forgetting who is at the heart of all these efforts? Are we in danger of losing consumer interest/ receptivity once and for all?
Insights2020: Driving Customer-Centric Business Growth Kantar
Based on more than 325 in-depth interviews with senior marketing and insights leaders and 10,000+ interviews with practitioners across 60 markets, the Insights2020 initiative examines the drivers of customer-centricity and how being a customer-focused company impacts business performance.
With a robust and global sample, we are able to quantify the financial opportunity for any business and guide organizations on their journeys to customer-centricity. The connection is clear and it is time to elevate insights and analytics to the boardroom.
Millward Brown AdReaction: Video Creative in a Digital World Global ReportKantar
Millward Brown's AdReaction Video explores how, where and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We interviewed over 13,500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone of tablet). We also tested 20 TV as in 8 countries across TV, digital and mobile platforms.
http://www.millwardbrown.com/adreaction/video/
The top media trends that consumers don’t even know aboutKantar
This presentation focuses on the Top media trends consumers don’t even know about. The purpose of this presentation is to move a step back from what we as marketers speak about, about the newest shiny thing and the big buzz word of the year – and see what this actually looks like from the perspective of the consumer.
And why does this matter? Because how consumers feel about or perceive marketing trends and advertising will impact how they feel about your brand and therefore the long-term financial success of your company.
2. AdReaction 2012 focuses on mobile advertising. Through
this research, we provide marketers with mobile insights and
a roadmap for navigating the mobile landscape – all to
support brand growth.
AdReaction Smartphone and tablet ownership, and time spent on mobile
2012 devices, are rocketing around the world. As we become a
more mobile-based society, it is clear that the relationships
between consumers and their mobile devices are unique,
GLOBAL OVERVIEW
and that while mobile media presents many new marketing
opportunities it also presents many challenges.
Marketing in the
MOBILE
This report first reviews how individuals use and relate to
smartphones and tablets, before exploring attitudes toward
mobile advertising and the roles that mobile can play in the
WORLD marketing mix. We then identify rules of engagement that
mobile marketers need to respect in order to be successful in
this intimate space. Finally, we wrap up with best practice
guidance for delivering effectively in the mobile world.
2
3. Research Design
For more than 10 years, AdReaction has delivered insights and findings related to the opinions and perceptions of
advertising, particularly digital formats. AdReaction 2012 deep-dives into mobile and tablet advertising.
AdReaction 2012
QUANTITATIVE QUALITATIVE
Who: Smartphone and/or tablet users; Who: Smartphone and/or tablet users,
total of over 6,000 interviews non-rejecters of mobile marketing
What: Mobile usage and attitudes What: Deep dive into mobile advertising
towards mobile ads, apps & attitudes via individual examples
websites
How: Mostly online interviewing, some How: Mostly online forums with follow-up
mobile surveys depth interviews
3 Respondents were recruited between August – October 2012
4. Conducted in 18 countries around the world
U.S.
CANADA* FRANCE* SPAIN
GERMANY TURKEY
ITALY UK* CHINA
KOREA**
INDONESIA**
MEXICO INDIA
THAILAND**
KENYA
BRAZIL* NIGERIA
SOUTH AFRICA
4 *Quantitative only; **Qualitative only
5. 1. Mobile devices are increasingly 2. However, while most
central to our lives, so there is consumers will tolerate mobile
huge opportunity for growth in marketing, few consumers are
mobile communications favorable toward it
Key Findings
AT A G L A N C E
3. Mobile is highly effective at 4. The industry can improve 5. Marketers can use mobile
brand building and also very attitudes toward mobile websites, apps and ads
flexible - it can play a marketing by demonstrating to grow brands IF simple
number of diverse roles in greater respect for the best practice rules are
the media mix platform and the audience applied more
conscientiously
5
6. the huge
OPPORTUNITY
MOBILE USAGE
on the rise
6
7. Mobile web is on the move
1.5 smartphones and tablets will be installed
globally by mid 2013 – overtaking laptops and
BILLION PCs*
37% in the number of global 3G subscribers in the
GROWTH past year**
13% traffic comes via mobile – more than double
last year; Mobile traffic share already over 50%
OF WEB in India***
*Source: Morgan Stanley Research; **Source: Informa WCIS;
7 ***Source: StatCounter Global Stats, 9/12
8. Mobile devices are indispensable efficiency tools
Please indicate how strongly you agree or disagree with the following statements about
your mobile device:
Having a mobile device makes me 33% 32%
more efficient
My mobile device is indispensable
30% 29%
because I’m always on the go
My mobile device is my primary
tool for organizing my personal life 21% 29%
My mobile device is my primary
tool for organizing my work life 18% 27%
My mobile device is my primary
tool for organizing my household 12% 22%
Strongly Agree Somewhat Agree
8 Sample: smartphone and/or tablet users, global average
9. 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 the details, develop what I
TALENTED want, check or do work; I have more freedom.”
LIFE “Living in Lagos is so stressful with all the traffic, I
don‟t have to stress myself moving from one shop to
CHANGING the other when I can get online with my phone.”
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.”
9
10. Mobile devices act as central hubs in our lives
Share of Time Spent Share of Time Spent
(Smartphone) (Tablet)
Video Video
8% Talking 16%
Games 16% Games
10% 15%
Web or
email
Music Texting
21%
12% 13%
Music
14%
Social Web or
Networking email Apps
Social
13% 14% 19%
Apps Networking
13% 16%
10 Sample: global average
11. Massive potential for growth in mobile marketing
11.7% among U.S. consumers is now spent on
OF TIME mobile devices
JUST 1% globally is committed to mobile marketing
OF SPEND
3X mobile ad spend predicted to grow from
BY 2015 $6.4 billion (2012) to $18.6 billion (2015)
11 Source: eMarketer
12. ARE BRANDS
WELCOME
in this intimate space?
ATTITUDES
toward mobile
marketing formats
12
13. Most users will tolerate mobile ads; some more actively
embrace them
Please indicate how strongly you agree or disagree with the following statements about
your mobile device:
I'm happy to see ads on mobile
websites as long as the websites 17% 25% 26%
are free to access
I'm happy to see ads in my apps as
15% 25% 25%
long as the apps are free
I'm happy to share my location to get
13% 25% 25%
more relevant services and offers
I enjoy playing Advergames (games
9% 18% 24%
that incorporate ads/brands)
Strongly Agree Somewhat Agree Neither Agree Nor Disagree
13 Sample: smartphone and/or tablet users, global average
14. Attitudes toward mobile ads are much less favorable than
other media
How would you characterize your attitude towards advertising on….?
VERY/SOMEWHAT FAVORABLE, %
Non-Digital Digital
TV ads 51% Online display ads 36%
Radio ads 51% Websites/Microsites 36%
Magazine ads 50%
Social media ads 33%
Billboard ads 48%
Direct mail 32%
Newspaper ads 47%
Telemarketing 28%
Opt-in email ads 45%
Online ads with video 28%
Local deals 44%
Games 25%
Social media news feeds 42%
Cinema ads 41%
Mobile ads 23%
Online search ads 39% Online music players 23%
Product placement 38% Non-opt-in email ads 18%
14 Sample: smartphone and/or tablet users, global average
15. Ads on tablets are viewed more positively;
attitudes most favorable in Africa and India
How would you characterize your attitude towards advertising on mobile phones/ tablets?
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
Sample: smartphone users Sample: tablet users
15
16. Higher ad favorability appears largely to be driven by
importance of mobile devices
Mobile ad favorability vs. device importance
55
NIGERIA KENYA
45 INDIA
Mobile Ad Favorability
35
SOUTH AFRICA
25 BRAZIL
CHINA
MEXICO
ITALY
UK TURKEY
15 GERMANY FRANCE
SPAIN
US
CANADA
5
40 50 60 70 80 90 100
Having a mobile device makes me more efficient
16 Sample: smartphone users
17. Beyond news feed posts, there is little variation in attitudes
towards other mobile ad formats
SOCIAL MEDIA NEWS FEED POSTS (35%)
MOBILE SEARCH ADS (25%)
AUGMENTED REALITY (24%)
MOBILE DISPLAY ADS (23%)
SMS TEXT (23%)
VIDEO ADS (22%)
IN-APP ADS (21%)
MUSIC PLAYER ADS (20%) VERY/ SOMEWHAT FAVORABLE, %
For brands with a large number of fans or followers, social media news feeds may
represent the easiest way to engage with mobile consumers.
17 Sample: smartphone and/or tablet users; global average
18. Users have high expectations for mobile
1 2 3
Mobile Mobile Mobile will offer an
will be will know exchange of
competent who I am tangible value
And audiences can be receptive to mobile when it‟s done right.
18
19. Mobile ads can be associated with many positive archetypes
COMPANION HERO MEDIATOR SERVANT
“Offers information in “Offers help when I‟m “I can compare prices, “All my „questions‟ about
different ways like a in need” features and brands, the brand/product are
solution provider” before deciding on answered directly”
what to buy”
BUT if it invades clumsily, negative associations can prevail
BULLY THIEF REBEL VAMPIRE
“I hate it when ads “It steals the little space “It's rebellious, it “It enters your space, as
interfere with my online I have on my screen” interrupts me while I if it were going to harm
activity, asking me to play or work” your phone”
click something that is
unclear”
19
20. Brands are welcome when they align to broader
mobile benefits
USEFUL
“I like it when ads connect with the app, as it‟s
offering you some more information that may be
interesting.” [Spain]
“The Magnum gold door is very intriguing… makes
INTRIGUE me want to know what is inside…„Crack the code‟
seems mysterious and sounds like a game...”
[Indonesia]
“By offering me this friend request in the famous
CONNECT „Kakao Talk‟ social network, the brand is
demonstrating they will keep me regularly updated
with brand news.” [Korea]
20
21. MOBILE
is
FLEXIBLE
AND CAN PLAY MANY ROLES
IN THE
MEDIA MIX
21
22. Mobile ads generally have more impact on all brand metrics
than online ads
Percent Impacted (Δ)
MOBILE +4.8
Aided Brand
+2.1
ONLINE
Awareness
+17.3 Ad
+4.0
Awareness
Message
+10.0 +2.2
Association
Brand
+3.8
Favorability +1.3
Purchase
+4.3 Intent +1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525
22 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181
campaigns, n=127,191 respondents.
23. Beyond brand impact, mobile ad exposure mostly drives
consumers 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 33%
Searched for the brand 31%
Clicked/Interacted with ad 22%
Looked for brand in a store 19%
Visited a site for similar brand 16%
Downloaded brand's app 15%
Recommended the brand 15%
Purchased the brand 14%
Searched for more ads 13%
Mobile display ads are just one element of a mobile campaign; use display to drive
traffic to an optimized website for continued engagement
23 Sample: smartphone and/or tablet users, global average
24. Don’t just rely on mobile display to generate traffic; any
media can drive users to a mobile website
Which of these could make you visit a brand’s mobile website?
Recommendations 31%
Brand in Store Online 30%
Online Ad 29%
Print Ad 29%
Brand in Store Offline 28%
Event 28%
TV Ad 28%
Radio Ad 25%
Billboard Ad 25%
Brand Post in Social 23%
24 Sample: smartphone and/or tablet users, global average
25. Mobile users want content from many categories
What types of companies or brands would you most like to see delivering services or
features for your mobile devices?
Online shopping sites 37%
Online Newspapers or magazines 32%
retail Local restaurants 32%
37% Banks/Financial services 31%
Technology companies 31%
Retail stores 27%
Newspapers Food products/brands 26%
& magazines Hotels 26%
32% Airlines 26%
Fashion/Designers 26%
Telecommunication companies 25%
Sports teams/leagues 24%
Local Quick service restaurants 23%
Restaurants Drink products/brands 19%
32% Automotive companies 17%
25 Sample: smartphone and/or tablet users, global average
27. RESPECT for the mobile audience and platform
will ensure a constructive future
Relevance Surprise & Exchange Time &
delight place
Engagement Play to Competence
strengths
27
28. Relevance
Mobile content needs to be tailored to both the target audience
AND the context where they will most likely experience it.
Guerlain, Spain
• Full-page cover up ad when consumers launch the
mobile site of a Spanish fashion magazine
• Appropriate placement and a high-quality ad unit
makes this high-impact format permissible
• Also polite: easy-to-close
28
29. Engagement
Mobile provides opportunities to go deeper when users
have moments of downtime.
Carling Black Label, South Africa
• A unique one-off soccer match where fans could
select the players and vote for substitutions in
real-time via mobile devices
• Event was promoted heavily in traditional media
and over 10 million mobile votes were cast
• Event generated huge interest
• Mobile acted as the primary route to engage – it
was the technical glue holding the entire
campaign together
29
30. Surprise & delight
Put a smile on the face of your consumers with every
mobile connection you deliver.
Le Trèfle, France
• To re-launch this 20-year old brand, new and humorous
TV ads presented toilet tissue as a personal care
product, and a mobile app “where are the toilets?” was
developed
• Funny, distinctive and surprising campaign created buzz
• The mobile app was humorous but also useful –
everyone needs to know where to find toilets now and
again
• Synergistic effects between TV and mobile
30
31. Play to strengths
Mobile can play a unique role in the wider media mix since it is
both portable and personal.
Renault Twizy, Spain
• TV ad for this electric city car encourages users to tag
songs with Shazam which links to a sponsored page
within the Shazam app
• Music is an integral part of the ad; Shazam helps
consumers find the song and deepens engagement
• Seamless integrated experience
• Mobile website content makes more information easily
accessible for those who are interested
• Use of technology aids innovative brand positioning
31
32. Exchange
Users are looking for something of value in return for access to
their mobile phones.
McDonald’s, Germany & Nigeria
• In Germany, coupons are offered when using the
McDonalds app; in Nigeria, they are delivered via SMS
• Basic, but effective
• The German app rewards loyal customers; the app
page is not overloaded and the offer is clear
• In Nigeria, the simple addition of a brand logo makes the
coupon stand out: “Most text ads I see don‟t have
pictures or brands on them so this is unique”
32
33. Competence
More than any other media, mobile marketing needs to be clear,
functional and focused.
Volkswagen up!, Italy
• Mobile banners & website for VW’s new up! car
• Simple banner message (price focused)
• Simple and clean mobile site design
• Good mix of text and graphics
• Exhaustive information for each model
• Easy-to-use
33
34. Time & place
Mobile content needs to be tailored to when and where it is most
likely to be consumed.
Rolex TED Sponsorship, Global
• A feature within the TED app: users select how
much time they have on the Rolex watch and then
suitable TED videos are recommended
• The feature serves a clear purpose within the app
• Obvious connection with the brand
• It is interactive and playful
• Surprises positively, updating Rolex perceptions
from “traditional” to more “creative” and “intriguing”
34
35. MARK ETING
BEST
PRA CTICES
for
MOBILE WEBSITES,
APPS AND
DISPLAY ADS
35
36. Start doing something: all kinds of mobile marketing can
improve brand opinions if done well
When using your mobile phone or tablet, which of the following can improve your opinion of
a brand?
They send or display deals or coupons 35%
They have a good mobile website 34%
They offer an app for my mobile device 30%
They give me access to free tools (like organizers, calendars,
29%
shopping lists, reminders)
Their mobile website makes it easy to download their app 29%
They send the latest breaking product news 26%
They send or display information tailored to my interests (like recipes
25%
or sports scores)
Their website works well on my iPhone/iPad, no Flash content 23%
They send or display information specific to my geographical
21%
location (like locations of stores, promotions)
They let me do something entertaining like play a branded game or
20%
listen to a free song
They send me Facebook/ Twitter posts with links that work on my
20%
mobile device
36 Sample: smartphone and/or tablet users, global average
37. What makes a good mobile website?
Loads quickly 64%
Speed & display Displays clearly on my mobile device 53%
Easy to find via mobile search 47%
Easier to use than the brand's
32%
regular desktop website
Different features to the brand's
25%
Unique to screen regular desktop website
Looks better than the brand's regular
24%
desktop website
More fun than the brand's regular
21%
desktop website
Includes location based features 23%
Targeted
37 Sample: smartphone and/or tablet users, global average
38. Mobile websites should be fast and functional
What makes a good mobile website?
do: don‟t:
make it fast feel compelled to outdo your
online website
make it clean forget mobile users are goal directed
make it easy to use value entertainment over competence
Simple is safest until network speeds improve
38
39. What makes a good app?
Free to download 59%
Quick to download 54%
Easy to acquire
Easy to find in app store 32%
Easy to find on brand's website 31%
Doesn't crash 47%
Competent Works for all software versions 38%
Doesn't bug me for a rating too often 35%
Clearly explains updates 36%
Clear Clear and comprehensive description in
32%
app store
Easier to use than desktop website 27%
Different features than desktop website 23%
Not too complex Includes location based features 19%
More fun than desktop website 19%
Looks better than desktop website 18%
39 Sample: smartphone and/or tablet users, global average
40. Make apps easy to acquire and easy to use
What makes a good mobile app?
do: don‟t:
be free if possible and crash (don’t be too resource
easy to find intensive)
clearly explain what you offer, build one unless it will be used
and what you’ve updated regularly
focus on ease of use feel compelled to make it too
complex
deliver something of value bite off more devices than you can
chew (better no app than a poor app)
40
41. Huge variation in effectiveness between best and worst
performing mobile display ads
Percent Impacted: Delta (Δ) Mobile Best Performers
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
41 Overall Mobile N=181 campaigns, n=127,191 respondents. Delta (Δ)=Exposed-Control
42. 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
make sure you have a clutter your ads with too much
clear call-to-action text or too many logos
make the ads interactive repurpose online creative only to
and engaging leave it cropped
target as tightly as use intrusive formats unless
possible context is highly relevant
42
43. More detailed AdReaction findings
For further information on the Global AdReaction study please contact:
Delyth Hughes +44 (0) 1926 826 247 or delyth.hughes@millwardbrown.com
If you are interested in more detailed country-level findings, please contact your local
Millward Brown Office via www.millwardbrown.com.
Customized analysis reports are also available.
FURTHER READING
• TNS Mobile Life: http://discovermobilelife.com/
• Google Mobile Planet: http://www.thinkwithgoogle.com/mobileplanet/en/
• Google Mobile Playbook: http://www.themobileplaybook.com
• Mobile Marketing Association case studies: http://www.mmaglobal.com/resources/case-studies
• More mobile examples: http://digital-examples.blogspot.com/search/label/mobile
43
44. 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.
VISIT WWW.MILLWARDBROWN.COM FOR MORE INFORMATION.
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