Africa Global 49% 38% 47% 35% 45% 33% 43% 30% 41% 38% 40% 32% 1) The document discusses marketing in the mobile world and provides an overview of a mobile ad reaction study conducted in 18 countries including 3 countries in Africa for the first time. 2) Some key findings are that mobile devices are increasingly central to people's lives, presenting huge opportunities for growth in mobile communications and marketing. However, consumer attitudes toward mobile marketing are less favorable than other channels. 3) When done well, mobile ads can effectively build brands and play diverse roles in the marketing mix. Marketers need to

1. Mobile AdReaction Study
Africa & the world
By: Charles Foster – Millward Brown AME
“All roads lead to mobile in Africa “
- Marketing in the Mobile World

2. Mobile
AdReaction
Study
2
Marketing in the
MOBILE
WORLD
Flow:
1. The size of the mobile opportunity…
2. How do individuals use and relate to
smartphones and tablets.
3. Exploring the roles that mobile can
play in the marketing mix.
4. Rules of engagement that mobile
marketers need to RESPECT in
order to be successful.
5. Best practice guidance for delivering
effectively in the mobile world.
AFRICA OVERVIEW

3. Conducted in 18 countries around the world for the past 5 years,
including three countries in Africa for the 1st time in 2012
5
MEXICO
U.S.
CANADA*
BRAZIL*
INDIA
THAILAND**
KENYA
NIGERIA
SOUTH AFRICA
CHINA
KOREA**
INDONESIA**
FRANCE*
GERMANY
ITALY
SPAIN
TURKEY
UK*
*Quantitative only; **Qualitative only : 6,000 quant interviews – CAWI + mobile in Africa & India

4. Key Findings
AT A GLANCE
6
Mobile devices are increasingly
central to our lives, so there is
huge opportunity for growth in
mobile communications
1. However, while most consumers
will tolerate mobile marketing, and
attitudes are more positive in Africa
than rest of world, few consumers
are favorable toward it
2.
Mobile is highly effective at
brand building and also very
flexible - it can play a
number of diverse roles in
the media mix
3. The industry can improve
attitudes toward mobile
marketing by demonstrating
greater respect for the
platform and the audience
4. Marketers can use mobile
websites, apps and ads
to grow brands IF simple
best practice rules are
applied more
conscientiously
5.
Opportunity Toleration
Effective RESPECT Best Practice

5. 7
the huge
OPPORTUNITY
MOBILE USAGE
on the rise

6. Mobile is on the move
*Source: Morgan Stanley Research; **Source: Informa WCIS; ***Source: StatCounter Global Stats, 9/12;
****Source: Informa; *****Source: We are social
8
1.5
BILLION
smartphones and tablets will be installed
globally by mid 2013 – overtaking laptops and
PCs*
37%
GROWTH
in the number of global 3G subscribers in the
past year**
13%
OF WEB
traffic comes via mobile – more than double
last year; Mobile traffic share already over 50%
in India*** and 65% in Africa
0.8
BILLION
mobile internet users in Asia at end of 2012****;
same number of mobile subscribers in Africa*****.

7. Some key African statistics:
Data supplied by www.inmobi.com, head of Mobile at Google South Africa: On Device Research.
9
100 BILLION Mobile Advertising Impressions are served
across Africa annually
50% OF PEOPLE ACCESS THE INTERNET VIA MOBILE PHONES IN NIGERIA, 70% IN
EGYPT, 55% IN GHANA, 54% IN KENYA AND 57% IN SOUTH AFRICA
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 USD200BILLION IN 2015
AND ACCOUNT FOR 18% OF THE CONTINENTS GDP.
Africa Research industry - mobile
Mobile Vs Toothbrushes!

8. 10
Mobile devices are seen as indispensable efficiency tools,
especially so in Africa. Both personal and business tools.
Please indicate how strongly you agree or disagree with the following statements about
your mobile device:
My mobile device
is my primary tool
for organizing my
personal life
My mobile device
is indispensable
because I’m
always on the go
Having a mobile
device makes me
more efficient
Africa Global
Strongly Agree
80% 33%
60% 30%
47% 21%
38
%
62
%
78
%
33
%
24
%
15
%
Strongly Agree
Somewhat Agree
54
%
53
%
75
%
25
%
32
%
18
%
48
%
64
%
88
%
35
%
23
%
8% 33
India: 44%
France:11%
Brazil: 44%
China:9%
Turkey: 24%
Canada:8%

9. 18
%
14
%
11
%
16
%
16
%
13
%
13
%
12
%Reading Texts
Social
Networking
Web or emails
Calls
Mobile devices act as central hubs in our lives; users spend more
time social networking texting & on mail than making calls.
12
Social
Networking
19%
Web or email
14%
Calls
11%
Texts
15%
Apps
15%
Music
16%
Banking
3%
Games
4%
Video
3%
Share of Smartphone time spent in Africa
(vs Global average)
(+6)
(+2)
(-5)
(+2)
(+4)
(na)
(-6) (-5)
(0)
*Nigeria: 16%
*Kenya:18%
14
%
14
%
13
%
14
%
15
%
13
%
12
%
11
%
121212
*Nigeria: 12%
*Kenya:16%

10. Massive potential for growth in mobile marketing…
*Source: eMarketer; (Display only)**Source: Gartner Group13
JUST1%
OFSPEND
globally is committed to mobile marketing*
2.5X
BY2016
mobile ad spend predicted to grow from
$6.4 billion (2012) to $18.6 billion (2015)**
ASIA
LEADING
Asia/ Japan already biggest region ($4.3bn in
2012) and rising fast (est. $9.5bn in 2016)**

11. ARE BRANDS
WELCOME
ATTITUDES
toward mobile
marketing formats
in this intimate space?
14

12. Most users will tolerate mobile ads; some more actively embrace
them, but in Africa we’re much more positive towards them
Sample: smartphone SA and global averages15
Please indicate how strongly you agree or disagree with the following statements about
your mobile device:
30
%
51
%
46
%
66
%
21
%
16
%
17
%
22
%
I enjoy playing
Advergames (games that
incorporate ads/brands)
I'm happy to share my
location to get more
relevant services and
offers
I'm happy to see ads in
my apps as long as the
apps are free
I'm happy to see ads on
mobile websites as long
as the websites are free
to access
38
%
49
%
58
%
66
%
18
%
13
%
15
%
15
%
39
%
50
%
46
%
66
%
25
%
17
%
23
%
19
%
Strongly Agree /
Somewhat Agree
Neither Agree Nor
Disagree
Africa Global
Strongly Agree /
Somewhat Agree
66% 42%
50% 38%
50% 41%
36% 27%
India: 56%
Canada: 12%
China/Turkey: 39%
Canada: 28%
India: 59%
Canada: 24%

13. Mobile ads are viewed more positively in Africa and India; attitudes
to ads on tablets are generally also more favorable. But…
Sample: smartphone users
16
How would you characterize your attitude towards advertising on mobile phones/ tablets?
11
11
12
13
13
14
17
19
19
22
23
30
43
48
48
23
42
Canada
US
Spain
France
Germany
UK
Turkey
Italy
Mexico
China
Brazil
South Africa
India
Nigeria
Kenya
Global Average
Africa Average
VERY/SOMEWHAT FAVORABLE, %
Sample: tablet users
9
16
18
22
28
25
28
26
19
30
29
35
51
39
55
29
43
Phones Tablet

14. Telemarketing
Games
Direct mail
Product placement
Local deals
Newspaper ads
Magazine ads
Billboard ads
Cinema ads
Radio ads
TV ads
17
VERY/SOMEWHAT FAVORABLE, % Non Digital
How would you characterize your attitude towards advertising on….?
Attitudes toward advertising on ‘non digital’ media are generally
reasonably favourable.
Africa Global
71 51
69 51
58 41
69 48
64 50
65 47
46 44
47 38
41 32
41 25
41 28
30
37
40
45
46
51
55
63
64
67
67
43
47
37
46
56
78
70
75
52
75
80
50
40
45
51
35
67
67
70
58
66
65

15. Non-opt-in email ads
Mobile ads
Online ads with video
Online music players
Games
Social media ads
Opt-in email ads
Online search ads
Websites/Microsites
Online display ads
Social media news feeds
18
How would you characterize your attitude towards advertising on….?
However attitudes toward mobile ads (and digital in general) are
less favorable than other media channels
Africa Global
69 42
57 36
48 36
50 39
47 45
53 33
41 25
37 23
45 28
42 23
18 1818
30
32
35
37
39
40
40
41
44
59
13
48
55
42
47
65
53
59
58
64
75
22
48
47
34
40
56
47
50
45
62
72
VERY/SOMEWHAT FAVORABLE, % Digital
18 111888USA dislikes the
most: 9%

16. 5
15
25
35
45
55
40 50 60 70 80 90 100
What’s driving advert favourability?
Sample: smartphone users19
Mobile ad favorability vs. device importance
MobileAdFavorability
Having a mobile device makes me more efficient
BRAZIL
GERMANY FRANCE
CANADA
UK
US
MEXICO
ITALY
CHINA
TURKEY
SPAIN
INDIA
NIGERIA KENYA
SOUTH AFRICA
Great fav in markets where users agree,
mobile = a more efficient life
Opportunity for products & services that
seek efficiency as part of their
proposition – e.g. Mobile Money, Mobile
banking, Paying bill etc….e-commerce
….

17. Qualitative Firefly Insights: Mobile ads can be associated
with many positive archetypes...
COMPANION
“Offers information in
different ways like a
solution provider”
MEDIATOR
“I can compare prices,
features and brands,
before deciding on
what to buy”
SERVANT
“All my ‘questions’ about
the brand/product are
answered directly”
HERO
“Offers help when I’m
in need”
20
BULLY
“I hate it when ads
interfere with my online
activity, asking me to
click something that is
unclear”
THIEF
“It steals the little space
I have on my screen”
VAMPIRE
“It enters your space, as
if it were going to harm
your phone”
REBEL
“It's rebellious, it
interrupts me while I
play or work”
BUT if it invades clumsily, negative associations can prevail

18. 23
AND CAN PLAY MANY ROLES
MOBILE
is
FLEXIBLE
IN THE
MEDIA MIX

19. Mobile ads have a greater impact on all brand metrics than
online ads & are even higher than this in Africa
24
MOBILE ONLINE
+2.1
+4.0
+2.2
+1.3
+1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525
respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181
campaigns, n=127,191 respondents.
Percent Impacted (Δ)
Aided Brand
Awareness
Brand
Favorability
Purchase
Intent
Ad
Awareness
Message
Association
+5.1
+17.3
+9.9
+2.5
+3.4

20. But the novelty factor has worn off in the developed markets with
most metrics trending down... Africa has a window of opportunity

21. Huge variation in effectiveness between best and worst
performing mobile display ads – Creative critical
Source: Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012
Overall Mobile N=181 campaigns, n=127,191 respondents. Delta (Δ)=Exposed-Control26
Percent Impacted: Delta (Δ)
Aided Brand
Awareness
Brand
Favorability
Purchase
Intent
Mobile Ad
Awareness
Message
Association
+16.3
+4.8
-4.3
+41.9
+17.3
+26.4
+10.1
-1.3
+14.3
+3.8
-5.2
+17.0
+4.3
-5.7
Mobile Best Performers
Overall Mobile Performers
Mobile Worst Performers
-0.5

22. 11
%
11
%
2
0
%
22
%
16
%
35
%
45
%
Sample: smartphone and/or tablet users, AMAP and global averages27
Which of the following actions have you taken as a result of seeing a mobile ad?
Mobile display ads are just one element of a mobile campaign; use display to drive
traffic to an optimized website for continued engagement
Beyond brand impact and interaction, mobile ad exposure mostly
drives mobile website visitation and brand recommendation.
Africa Global
41 33
33 22
18 19
19 15
17 12
11 16
13 14
16
%
15
%
16
%
18
%
2
0
%
36
%
44
%
11
%
6
%
15
%
16
%
17
%
30
%
34
%
Visited the brand
website
Clicked/Interacted
with ad
Looked for brand in
a store
Recommended the
brand
Sent ad to a friend
Visited a site for
similar brand
Purchased the brand
166
India: 46%

23. 28 Sample: smartphone AFRICA and global averages
What types of companies or brands would you most like to see delivering services or
features for your mobile devices?
Mobile users want content from many categories
Fashion, telco’s and airline content particularly popular in South Africa;
Tech/Telco particularly popular in Kenya – mirrors local activity, whilst Retail & QSR's are low & well below global averages ;
Fashion & Online shopping particularly popular in Nigeria, reflective of local cultures & preferences, with restaurants & QSR’s low Vs global
Sample: smartphone AFRICA and global averages
Quick service restaurants
Automotive companies
Hotels
Newspapers or magazines
Online shopping sites
Drink products/brands
Retail stores
Sports teams/leagues
Technology companies
Telecommunication companies
Local restaurants
Food products/brands
Airlines
Banks/Financial services
Fashion/Designers
16
18
24
26
26
29
30
30
30
30
31
33
37
44
45
12
31
29
32
37
22
22
39
58
58
27
30
23
46
38
9
22
26
31
48
18
16
31
35
44
10
25
30
29
50
Africa Global
44 26
40 31
30 26
29 26
23 32
44 25
41 31
33 24
23 27
23 19
37 37
30 32
26 26
24 17
12 23

24. 30
The
R.E.S.P.E.C.T
PRINCIPLES
for a brand’s
MOBILE SUCCESS

25. Relevance
Engagement
Surprise &
delight
Play to
strengths
Exchange
Competence
Time &
place
RESPECT for the mobile audience and platform
will ensure a constructive future
31
and platform

26. 32
MOBILE WEBSITES,
AND APP’S
MARKETING
BEST
PRACTICES
f o r

27. Most kinds of mobile marketing can improve brand opinions if done well.
‘Deals’ less important in Africa possibly due to lack of familiarity with this
types of mobile marketing activity
When using your mobile phone or tablet, what can improve your opinion of a brand?
They let me do something entertaining
like play a branded game or listen to a
free song
They send or display information specific
to my geographical location (like
locations of stores, promotions)
They send the latest breaking product
news
They send me Facebook/ Twitter posts
with links that work on my mobile device
They send or display deals or coupons
They offer an app for my mobile device
Their mobile website makes it easy to
download their app
They have a good mobile website
12%
24%
15%
22%
26%
37%
40%
47%
18%
20%
33%
31%
32%
43%
47%
44%
19%
13%
20%
24%
34%
35%
41%
48%
Africa Global
46 34
43 29
38 30
31 35
26 20
23 26
19 21
16 20

28. What makes a good mobile website?
Ease of mobile search especially important in Africa
Unique
to screen
Speed &
display
Targeted
Includes location based
features
Looks better than the brand's
regular desktop website
More fun than the brand's
regular desktop website
Different features to the
brand's regular desktop…
Easier to use than the brand's
regular desktop website
Displays clearly on my mobile
device
Loads quickly
Easy to find via mobile search
15
14
24
23
22
58
73
65
Africa Global
71 47
73 64
63 53
26 32
21 25
22 21
15 24
18 23
25
17
23
22
33
69
78
76
13
15
18
19
24
63
68
71
34
32222
India: 49%

29. Mobile websites should be fast and functional
35
Simple is safest until network speeds improve
What makes a good mobile website?
don’t:
feel compelled to outdo your
online website
forget mobile users are goal directed
do:
make it fast
make it clean
make it easy to use
Balance entertainment with competence

30. 59
79
49
51
36
42
48
47
25
29
17
21
23
Not too
complex
What makes a good app?
Ease of acquisition especially important in Africa
Sample: smartphone and/or tablet users, AMAP / AFRICA and global averages36
Easy to
acquire
Competent
Clear
Africa Global
65 59
77 54
43 31
43 32
33 35
35 38
40 47
39 32
20 23
22 27
16 18
19 19
16 19
75
77
39
37
32
30
34
34
22
15
18
19
14
60
74
40
40
32
33
39
35
14
21
12
16
11
It is free to download
It is quick to download
It is easy to find on the brand’s website
It is easy to find in my device’s app store
It doesn’t bug me for a rating too often
It works for all software versions
It doesn’t crash
It has a clear and comprehensive
description in the app store
It offers different features than the
brand’s regular desktop website
It is easier to use than the brand’s
regular desktop website
It looks better than the brand’s regular
desktop website
It is more fun than the brand’s regular
desktop website
It includes location based features
32
France:
21%
47
US: 53%

31. Make apps easy to acquire and easy to use
37
What makes a good mobile app?
don’t:
crash (don’t be too resource
intensive)
build one unless it will be used
regularly
feel compelled to make it too
complex
bite off more devices than you can
chew (better no app than a poor app)
do:
be free if possible and
easy to find
clearly explain what you offer,
and what you’ve updated
focus on ease of use
deliver something of value

32. Key Findings
AT A GLANCE
38
Mobile devices are increasingly
central to our lives, so there is
huge opportunity for growth in
mobile communications
1. However, while most consumers
will tolerate mobile marketing, and
attitudes are more positive in Africa
than rest of world, few consumers
are favorable toward it
2.
Mobile is highly effective at
brand building and also very
flexible - it can play a
number of diverse roles in
the media mix
3. The industry can improve
attitudes toward mobile
marketing by demonstrating
greater respect for the
platform and the audience
4. Marketers can use mobile
websites, apps and ads
to grow brands IF simple
best practice rules are
applied more
conscientiously
5.
Opportunity Toleration
Effective RESPECT Best Practice