The document discusses marketing opportunities in mobile in Kenya. It notes that 54% of Kenyans access the internet on handsets, with feature phones being most common. Mobile usage is rising rapidly in Kenya, with smartphones outselling computers 4 to 1. Location-based advertising is seen as an area for growth. While mobile is central to lives in Kenya, commercial activity and mobile marketing on the platform remains limited compared to time spent on mobile devices.
Insights into Mobile Telecoms in AfricaJon Hoehler
A curated presentation of stats, data, graphs, analysis and insights on the mobile telecoms sector in Africa prepared by Jon Hoehler (@JonHoehler) and Andrew McHenry (@andrewmchenry).
Insights into Mobile Telecoms in AfricaJon Hoehler
A curated presentation of stats, data, graphs, analysis and insights on the mobile telecoms sector in Africa prepared by Jon Hoehler (@JonHoehler) and Andrew McHenry (@andrewmchenry).
Lunsford Group Wireless Industry Snapshot 2010Bernard Moon
An internal document I created but nothing proprietary, so sharing it here. It provides a snapshot of the wireless industry and serves as a "cheat sheet", or quick reference guide, to the mobile space: industry rankings, trends, and detailed company overviews. Profiles select companies from Fortune 500 to startups attempting to disrupt the mobile landscape.
The mobile landscape continues to grow by leaps and bounds. This presentation helps identify where mobile is going through stats and graphs for location-based-apps, Mcommerce, and mobile advertising.
Mobile Web Marketing Campaigns - Evaluating The Key IngredientsMoses Kemibaro
Getting the building blocks right - concept and construction. Is it all about the execution? How do you know if you've had success? What are the key factors in relation to monitoring and measurement. This presentation was given by Moses Kemibaro from Dotsavvy at the Mobile Web East Africa 2013 Conference in Nairobi, Kenya.
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.
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
Mobile Revolution and Assessment - ATP 2011Peter Pascale
An overview of mobile trends, intended to highlight the unprecedented growth and consumer impact due mobile technology, followed by possible applications in the assessment industry.
This presentation was delivered to the Association of Test Publishers in Phoenix, AZ, March 2011
Lunsford Group Wireless Industry Snapshot 2010Bernard Moon
An internal document I created but nothing proprietary, so sharing it here. It provides a snapshot of the wireless industry and serves as a "cheat sheet", or quick reference guide, to the mobile space: industry rankings, trends, and detailed company overviews. Profiles select companies from Fortune 500 to startups attempting to disrupt the mobile landscape.
The mobile landscape continues to grow by leaps and bounds. This presentation helps identify where mobile is going through stats and graphs for location-based-apps, Mcommerce, and mobile advertising.
Mobile Web Marketing Campaigns - Evaluating The Key IngredientsMoses Kemibaro
Getting the building blocks right - concept and construction. Is it all about the execution? How do you know if you've had success? What are the key factors in relation to monitoring and measurement. This presentation was given by Moses Kemibaro from Dotsavvy at the Mobile Web East Africa 2013 Conference in Nairobi, Kenya.
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.
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
Mobile Revolution and Assessment - ATP 2011Peter Pascale
An overview of mobile trends, intended to highlight the unprecedented growth and consumer impact due mobile technology, followed by possible applications in the assessment industry.
This presentation was delivered to the Association of Test Publishers in Phoenix, AZ, March 2011
BrandZ Top 50 Most Valuable Latin American Brands 2014Kantar
The BrandZTM Top 50 Most Valuable Latin American Brands 2014 analyses and determines the value of brands from Argentina, Brazil, Chile, Colombia, Peru and Mexico. Together, these nations represent around US$5 trillion in GDP, the equivalent of the world’s third largest economy ahead of Japan. It is the only ranking that takes into account the views of potential and current buyers of a brand, alongside financial data, to calculate its value.
Aspergillosis Patients Support Outreach Meeting London June 2011 - Graham Ath...Graham Atherton
The second outreach Aspergillosis Patients Support meeting to be held outside of Manchester.
This is the introductory talk for the meeting given by Graham Atherton
Elytroderma deformans (BC code "DFE") impacts on older plantation pine in the Interior Douglas-fir biogeoclimatic subzone (IDFdk3) are significant and reducing growth on the trees in older plantations that survived the Mountain Pine Beetle epidemic. These stands are a critical part of the mid term timber supply in the wake of the IBM epidemic.
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
3.3 Billion active mobile accounts worldwide. That’s 1 phone for every 2 people on the planet. Broadband, “real” web browsing, widgets, social extensions, and streaming television are changing the marketplace, requiring us to write new best practices.
3.3 Billion active mobile accounts worldwide. That’s 1 phone for every 2 people on the planet. Broadband, “real” web browsing, widgets, social extensions, and streaming television are changing the marketplace, requiring us to write new best practices.
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.
Insights into the Potential for Mobile Media in Africa (By Andrew McHenry and...Jon Hoehler
This presentation is a collection of mobile media/advertising information that we have been exposed to over the past twelve months. Some data might be duplicated but from different periods of time.
This presentation’s intention is to provide a collective insight into the potential of Mobile media and mobile advertising in Africa based on information that is publicly available.
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.
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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.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
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.
What might I learn?
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.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
2. Conducted in 18 countries around the world including eight
countries in AMAP (five qual/ quant & three qual only)
U.S.
CANADA* FRANCE* SPAIN
GERMANY TURKEY
ITALY UK* CHINA
KOREA**
INDONESIA**
MEXICO INDIA
THAILAND**
KENYA
BRAZIL* NIGERIA
SOUTH AFRICA
2 *Quantitative only; **Qualitative only
3. T o say
A F RIC A IS
M OBILE
Is an understatement
3
4. Mobile - An Under Utilised Channel?
Social
The most
Life ubiquitous
Work
Organiser
consumer
medium in Africa
Info
4
5. By way of a bit of background…
54% Kenyans access internet on handsets
Feature In most cases, it is on feature phones which
Phones are inexpensive, and have limited
capabilities
Channel When done well, Mobile as a channel is impactful
*Source: Morgan Stanley Research; **Source: Informa WCIS;
5 ***Source: StatCounter Global Stats, 9/12
6. Opportunity Tolerant
1. Mobile devices are increasingly 2. Interestingly, Kenyan consumers
central to our lives, so there is are more favourable towards it
huge opportunity to connect than those in other markets
with consumers in this space
Key Findings
AT A G L A N C E
Effective RESPECT Best Practice
3. Mobile is highly effective at 4. We can learn from mistakes in 5. Marketers can use mobile
brand building and also very other markets - demonstrate websites, apps and ads
flexible - it can play a respect for the platform and to grow brands IF simple
number of diverse roles in the audience best practice rules are
the media mix applied more
conscientiously
6
7. What do we mean by Mobile Advertising?
Simple SMS
advert
Websites Apps Ads
More complex
digital visuals
It’s certainly not all about bright and shiny mobile apps
7
8. the huge
OPPORTUNITY
MOBILE USAGE
on the rise
8
9. Mobile web is on the move
1.5 smartphones and tablets will be installed
BILLION
globally by mid 2013 – overtaking laptops and
PCs*
37% in the number of global 3G subscribers in the
GROWTH past year**
13% traffic comes via mobile – more than double
OF WEB
last year; Mobile traffic share already over 50%
in India and 65% in Africa
*Source: Morgan Stanley Research; **Source: Informa WCIS;
9 ***Source: StatCounter Global Stats, 9/12
10. Key African Statistics
100 BILLION
Mobile Advertising Impressions are served
70% Egypt
across Africa annually
50% Nigeria
55% Ghana
54% Kenya
Access the internet via mobile phones 58% South Africa
Data supplied by www.inmobi.com, Praeklet and head of Mobile at Google South Africa:Brett St Clair and On Device
10 Research.
11. Mobile advertising and marketing is a real contender in Kenya
1 Billion Mobile Advertisements are delivered to Kenyan surfers quarterly
45%
Growth in the number of ads served at the end of
2012
www.inmobi.com www.inmobi.com
11
12. A Growth Story
Smart phones are outselling computers 4 to 1
Location based advertising is set to grow as 2 out of 3 search queries have a location based
element
Location Based Advert Location Search Query
50% discount on lunch at Serena today Pizza – Lavington
Or
Relevant products and services within Hair Dresser – near to me
a 2km radius of Upper Hill
Possible – socio demographic data
12 from SIM registration
13. A Growth Story
Smart phones are outselling computers 4 to 1
Location based advertising is set to grow as 2 out of 3 search queries have a location based
element
Total African money transfer is expected to reach USD200bill in 2015
- accounts for 18% of the continents GDP.
Interestingly, M-PESA accounts for 25% of Kenya’s GDP today.
Places the point of sale
in the customer’s hand!
14. Mobile – the indispensable efficiency tool, especially in AMAP
Extended exposure relative to TV and Radio
Kenya Vs Global
Mobile makes me more efficient 86% 10% +19
Indispensable - I’m always on the go 64% 22% +17
Primary tool - organizing personal life 48% 36% +32
Primary tool - organizing work life 41% 37% +28
Primary tool - organizing household 26% 26% +4
Strongly Agree Somewhat Agree
14 Sample: smartphone and/or tablet users, AMAP and global averages
15. Essential And Much More!
BEYOND “I take my phone everywhere. Life collapses if I forget
ESSENTIAL
it.”
MULTI- “I listen to Kimani in the morning, pay my rent every
TALENTED
month, buy shoes on Facebook, talk to my friends on
whatsapp, talk to my house help in the afternoon to arrange
dinner….set my alarm at night…..it’s never out of my reach.”
LIFE “I took a short journey to my pocket.....found the
CHANGING
website, ordered and paid with M-PESA ....and didn’t
have get stuck in the (traffic) jam!”
TRULY “I thought the person who wrote the price comparison
SMART sheets was reading my mind!”
FUN “I feel like a wizard when I play and discover new things.”
15
16. JUST 1% globally is committed to mobile marketing*
OF SPEND
Dramatic gap between proportion of time spent
on mobile….and proportion of media spend
dedicated to mobile
16 *Source: eMarketer; **Source: Gartner Group
17. While mobile devices act as central hubs in our lives – limited
commercial activity for Kenya
Share of smartphone time spent(More than 30
Hours) Kenya Score (vs global average)
(-7) (-6)
(-2) (+4) Calling is just one component of usage
Video
1%
Games Social
Music 2%
10%
Networking Opportunities at multiple touch points
17%
(-3) Apps
10% Social networking – fertile ground
Web or email
19% Apps – not a great deal of relevant local
Texts
19%
(+3) activity for consumers in Kenya
(+5) Calls Music, video, games - lower than global -
21%
infrastructure
(+6)
17 Sample: AMAP average vs global average
18. Significant opportunity
to connect and communicate more
via mobile devices
18 *Source: eMarketer; **Source: Gartner Group
19. ARE BRANDS
WELCOME
in this intimate space?
ATTITUDES
toward mobile
marketing formats
19
20. How do you
What about Willing to
feel about
adverts in share your
adverts on
apps? location?
your mobile?
20
21. Kenyans – a tolerant bunch relative to global cousins
Kenya Vs Global
Happy to see ads on mobile 36% 29% 14% +24
websites - if access is free
Happy to share my location to get 31% 27% 14% +24
more relevant services and offers
Happy to see ads in my apps – if
apps are free
23% 29% 21% +10
I enjoy playing Advertgames (games
that incorporate ads/brands)
16% 21% 16% +14
Strongly Agree Somewhat Agree Neither Agree Nor Disagree
21 Sample: smartphone and/or tablet users, AMAP and global averages
22. Half of all Favourable towards advertising on a
users handset or tablet (Kenya)
Much higher than in developed markets
22 *Source: eMarketer; **Source: Gartner Group
23. How would you characterize your attitude towards advertising on mobile phones/ tablets?
VERY/SOMEWHAT FAVORABLE, %
AMAP Average 40
Global Average 23
Limited activity
Kenya 48
Nigeria 48
Information seekers
India 43
South Africa 30
Brazil 23
Education & Entertainment Value
China 22
Mexico 19
Italy 19
Turkey 17 Cluttered advertising environment
UK 14
Germany 13 Poor quality communication
France 13 Spam!
23 Spain 12 Lack of respect for platform and audience
US 11
Canada 11 High levels of fatigue
Sample: smartphone users
24. If we look at mobile in the context of all other media….
How would you characterize your attitude towards advertising on….?
VERY/SOMEWHAT FAVORABLE, %
Non-Digital Digital
Kenya Vs Global Kenya Vs Global
TV ads +26 +18
77% Online search ads 57%
Newspaper ads +30 52% +24
77% Online ads with video
Social media news feeds 76% +34 +7
Opt-in email ads 52%
Billboard ads 75% +27 +23
Mobile ads 46%
Radio ads 73% +22
Telemarketing 45% +17
Magazine ads 68% +18
Games 45% +20
Social media ads 64% +31
Product placement 44% +6
Online display ads 62% +26
Direct mail 40%
+8
Websites/Microsites 55%
+20
Online music players 39%
Local deals 51% +16
+7
Ads on tablets 33%
Cinema ads 50%
+9 -
Non-opt-in email ads 13%
-5
24 Sample: smartphone and/or tablet users, AMAP and global averages
25. What’s driving advert favourability?
Mobile ad favorability vs. device importance
Great fav in markets where users
55
agree, mobile = more efficient life
NIGERIA KENYA
45 INDIA
Mobile Ad Favorability
35
SOUTH AFRICA
25 BRAZIL
CHINA
Opportunity for products & services that
MEXICO
ITALY seek efficiency as part of their
15 GERMANY FRANCE UK
SPAIN
TURKEY
proposition – e.g. Mobile Money, Mobile
banking, Bills etc….e-commerce ….
US
CANADA
5
40 50 60 70 80 90 100
Having a mobile device makes me more efficient
25 Sample: smartphone users
26. So
?
Mobile puts you, the brand, in the palm of their
hand
What
Accept that you are in their personal space,
They are interested in information and news
about the brand, but not without some
reservations
Observe rules of engagement - RESPECT
26 *Source: eMarketer; **Source: Gartner Group
27. Global Kenya
Irritation Novelty
Saturation Limited Activity
Move Fast!
Strong Share of Voice
Greater Advantage
27 *Source: eMarketer; **Source: Gartner Group
29. At their best, Mobile Ads are described in extremely positive terms
COMPANION HERO MEDIATOR SERVANT
“Offers information in “Offers help when I’m “I can compare “All my ‘questions’ about
different ways like a in need” prices, features and the brand/product are
solution provider” brands, before answered directly”
deciding on what to
buy”
BUT clumsy invasions - negative associations
BULLY THIEF REBEL VAMPIRE
“I hate it when ads “It just clicks and takes “It's rebellious, it Came to an ad that
interfere with my online over my world” interrupts me while I promised to give me
activity, asking me to play or work” 75% discount....to
click something that is discover it was not a
TV deal but a Salon
unclear”
spa”
29
30. 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.
30
31. MOBILE
is
FLEXIBLE
AND CAN PLAY MANY ROLES
IN THE
MEDIA MIX
31
32. Mobile ads have a greater impact on all brand metrics than
online ads
Percent Impacted (Δ)
MOBILE ONLINE
+4.8 Aided Brand +2.1
Awareness
+17.3 Ad +4.0
Awareness
+10.0 Message +2.2
Association
+3.8 Brand
+1.3
Favorability
+4.3
Purchase
Intent +1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525
32 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181
campaigns, n=127,191 respondents.
33. Even more so in an uncluttered environment
Percent Impacted (Δ)
MOBILE ONLINE
+4.8 Aided Brand +2.1
Awareness
+17.3 Ad +4.0
Awareness
+10.0 Message +2.2
Association
+3.8 Brand
+1.3
Favorability
+4.3
Purchase
Intent +1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525
33 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181
campaigns, n=127,191 respondents.
34. Even more so in an uncluttered environment
Percent Impacted (Δ)
MOBILE ONLINE
+4.8 Aided Brand +2.1
Awareness
Even stronger amongst
+17.3 Ad
youth
+4.0
Awareness
• Stronger affinity with medium Message
+10.0 +2.2
Association
• Higher penetration amongst
youth +3.8 Brand
+1.3
Favorability
+4.3
Purchase
Intent +1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525
34 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181
campaigns, n=127,191 respondents.
35. Mobile display ads drive traffic to websites
35 Sample: smartphone and/or tablet users, AMAP and global averages
36. Brand impact and interaction….and website visitation
Which of the following actions have you taken as a result of seeing a mobile ad?
Kenya Vs Global
Visited the brand website 40% +7
Searched for the brand
40% +9
40%
Clicked/Interacted with ad 35% +12
Looked for brand in a store 18% -1
Recommended the brand 17% +1
Sent ad to a friend 17% +5
Visited a site for similar brand
16% 0
Purchased the brand 14% 0
Searched for more11% from the same brand
ads -
Sent a message or 11%
a comment to the brand -
Posted the ad on 10%blog/profile
my -
36 Sample: smartphone and/or tablet users, AMAP and global averages
37. …but mobile ads are just one element of a
mobile campaign
Ensure an optimized website for continued
engagement
37 Sample: smartphone and/or tablet users, AMAP and global averages
38. Content - Tech/Telco particularly popular in Kenya – mirrors local activity
What types of companies or brands would you most like to see delivering services or
features for your mobile devices?
Kenya Vs Global
Online Technology companies 54% +22
retail Telecommunication companies 53% +28
Banks/Financial services 44% +13
Sports teams/leagues 40% +16
Fashion/Designers 37% +10
Banks/ Online shopping sites 35% -1
Financial Newspapers or magazines 31% -1
Hotels 30% +4
Food products/brands 29% +12
Automotive companies 29% +3
Local restaurants 26% -6
Telecomm-
Airlines 24% -2
unications
Drink products/brands 22% +3
Retail stores 21% -6
Quick service restaurants 13% -10
38 Sample: smartphone and/or tablet users, AMAP & global averages
39. Content - Tech/Telco particularly popular in Kenya – mirrors local activity
What types of companies or brands would you most like to see delivering services or
features for your mobile devices?
Kenya Vs Global
Online Technology companies 54% +22
retail Telecommunication companies 53% +28
Banks/Financial services 44% +13
Sports teams/leagues 40% +16
Fashion/Designers 37% +10
Banks/ Online shopping sites 35% -1
Financial Newspapers or magazines 31% -1
Hotels +4
Wide open space in other categories –
30%
Food products/brands
no activity here
29% +12
Automotive companies 29% +3
Local restaurants 26% -6
Telecomm-
Airlines 24% -2
unications
Drink products/brands 22% +3
Retail stores 21% -6
Quick service restaurants 13% -10
39 Sample: smartphone and/or tablet users, AMAP & global averages
40. Mobile Advertising – In A Nutshell
Ubiquitous medium But under utilised
Favourable – if conditions are right
More impactful on key brand metrics than on-line
Drives traffic to websites
Does have a role within the marketing mix
40
42. What do we mean by Mobile Advertising?
Websites Apps Ads
Not about apps alone
42
43. If we need a reason to believe….
2, million unique transactions a day
25% of GDP
M-PESA, Kenya
Wallet Lifestyle
Integrated into our lives
43
44. Guinness VIP – A Mobile Success Story
Guinness Football
Guinness VIP
Challenge
24/7 Relevance
Social Football Quiz
How to evolve
50,000 unique users beyond the Engaging content (live) that
users can only find through
playing the mobi game joining Guinness VIP
Football
Engagement platform for brand they
Inviting & challenging know and love
friends TV Season?
Gives consumers a voice,
through chat rooms,
blogs and photo uploads
Playing multiple games –social status and currency
45. The Role of Mobile? Expected to play a larger role than all
others in the mix in recruitment for the website
46. Guinness VIP Today
Five markets
Launched 2010
1.5 million users
100 million + page views
300,000 blog comments
20,000 user photos
46
47. RESPECT for the mobile audience and platform
will ensure a constructive future
Relevance Surprise & Exchange Time &
delight place
Engagement Play to Competence
strengths
47
48. Relevance
Offering relevant content throughout the life time of the website
Guinness VIP, Kenya
• Engaging content
• Current, updated
• Two way street – with blogs and comment
sections, photo uploads
• Simple, user friendly, extremely fast, responsive
design
48
49. Engagement
Brand building opportunity, mobile provides opportunities to go
deeper when users have moments of downtime.
Tusker Project Fame , Season Four
• Driving engagement and website traffic though the
Project Fame initiative
Mobile Website FB + Twitter
Active moderator on the
Contestant Info
night of contest
And Tusker Voting through mobile
Brands
Giving consumers a voice
49
50. Engagement
Social change initiatives find a home with digital too
National Youth Summit, Kenya 2013
Youth Peace and Reconciliation Platform
• With elections approaching, this summit
aimed to engage the youth to promote
peace
• Multi dimensional campaign
• Website
• Facebook
• Twitter
• SMS and email
50
51. Surprise & delight
Put a smile on the face of your consumers with every
mobile connection you deliver.
Ndovu Special Malt, Mike Tembo Comic, Tanzania
• A web cartoon or comic series - published weekly.
• Website, mobile site and facebook and twitter
• Reader Reward - to be featured in the comic
• Since its launch in February 16tth 2013, it has had over
2,000 unique visitors, spending an average time of 4
mins on the site
• Users post comments, share on Social Media
• Simplified layout
• Optimized for all mobile devices (different screen
sizes etc.)
51
52. Play to strengths of mobile
Mobile can play a unique role in the wider media mix since it is
both portable and personal.
Kenya Airways, Kenya
• A mobile platform - enhanced interactive
services from KQ
• Putting control in the palm of your hand
• Flight status, timetables, cargo
services, ticketing, and query air miles
• Dial the USSD code *737# and follow the user
friendly menu option for a wide variety of
information
52
53. Exchange
Users are looking for something of value in return for access to
their mobile phones.
McDonalds, South Africa
• In South Africa, coupons are offered when using the
McDonalds app - delivered via SMS
• Basic, but effective
• Rewards loyal customers; the app page is not
overloaded and the offer is clear
• Simple addition of a logo makes the coupon stand out:
• “Most text ads I see don’t have pictures or brands on
them so this is unique
53
54. Competence
Clear, functional and focused.
Sierra
• Mobile website
• Clear
• Fast
• Easy to use
• Relevant information for the mobile browser
Top of the pyramid
54
55. Text can be powerful too
Opportunities at the bottom of the pyramid
M-FARM, Kenya
• Text based agribusiness platform - for
stakeholders in the agricultural value chain
• Offers up to date commodity prices across Kenya
• Users simply sms 3555 to join
• Offers buying and selling price for any crop in any
location within Kenya
• Real time information which is being used to grow
the agricultural economy- farmers are able to sell
their produce to the ready local and international
markets via mobile phone
55
56. Multiple Applications
Social change
Brand Building
TV Game Show –
Tusker Project Fame
Information – drive useage
Service Provision - Airlines
Rural economies – real time
information on agri prices
56
57. M A RK ET IN G
BEST
PRA C TIC ES
for
MOBILE
WEBSITES, APPS
AND
DISPLAY ADS
57
58. 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
58
59. Make apps easy to acquire and easy to use
What makes a good mobile app?
do: don’t:
be free if possible crash (don’t be too resource intensive)
clearly explain what you build one unless it will be used regularly
offer, and what you’ve updated
focus on ease of use make it too complex
deliver something of value
Better no app than a poor app
59
60. 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
60
61. More detailed AdReaction findings
For further information on the AdReaction study in AMAP please contact:
Chris.githaiga@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
61
62. 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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