Mobile clearly represents a huge and growing marketing opportunity, but how should brands best take advantage of it? This session will examine how brands navigate the mobile marketing landscape and explore Millward Brown’s existing databases and new multi-country qualitative and quantitative research. Additional research has shown how mobile marketing is more effective than online advertising at building brands. General learning will be fleshed out with examples and case studies from around Latin America and the across the world. The new research presented is the result of over 6,000 interviews conducted, and countries covered by the new research will include: Brazil, China, France, Germany, Ghana, India, Italy, Kenya, Korea, Mexico, Nigeria, South Africa, Spain, Turkey, UK and US.

1. Mobile
advertising
through the
consumers’
lens
ARE WE GETTING THE MOST OUT OF IT?
BY ADRIANA SOUSA
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2. Assumed low reach
Fear of invading personal space of consumers
Lack of understanding of how to make the
most of the mobile space
Understanding how mobile works as part of
the wider media mix
Low awareness of mobile ad effectiveness research
Limited research budget available for more
experimental/new advertising platforms
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3. Research took place in 18 countries around
the world
FRANCE, GERMANY,
CANADA, US ITALY, SPAIN,
TURKEY, UK
INDIA,
THAILAND
CHINA,
MEXICO KOREA,
INDONESIA
BRAZIL
KENYA, NIGERIA
SOUTH AFRICA
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4. THE HUGE
OPPORTUNITY
MOBILE USAGE
ON THE RISE
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5. 1.5 Smartphones and tablets installed.
Mobile users will exceed desktop users by 2014*
BILLION
37% In the number of global 3G subscribers in the past year**
GROWTH
13% Traffic comes via mobiles (this more than doubled globally
OF WEB in the past year)
*Source: Katy Huberty, Ehud Gelblum, Morgan Stanley Research; ** Source: Informa WCIs / GSMA

6. JUST 1% Globally is committed to mobile marketing*
OF SPEND
Mobile ad spend predicted to grow from 3x
$6.4bn in 2012 to $18.6bn in 2015
BY2015
6 *Source: emarketer

7. Latin America
Predictions for 2015
Mobile data traffic perIMPRESSIONS BY REGION
SHARE OF MOBILE
capita will increase
from 22 MG per month to 850 MB
Broadband predicted to grow 50%
Mobile ad spend from $3.62bn to
$6.69bn* (84% growth)
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8. MOBILE
plays an important role
and it is
RELEVANT
at consumers’ agenda
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9. In a typical week, how many hours
do you spend….
Share of smartphone time spent Share of tablet time spent
Video Video
Talking
Games 13%
Games 7% 13% 13%
9%
Texting
13% Web or email
Music 23%
Music 12%
17%
Web or
email Social
Social Networking Apps
14%
Networking Apps 19% 20%
14% 13%
Sample: smartphone users
Sample: tablet users
9 Differences against global results

10. People love their mobile devices and they are
indispensable efficiency tools
Latin
Global
America
Indispensable because I’m
63% 59%
always on the go
Makes me more efficient 54% 65%
My primary tool for organizing
my personal life 48% 50%
My primary tool for organizing
my household 40% 34%
My primary tool for organizing
33%
my work life 45%
10 Sample: smartphone and/or tablet users, Latin America, Global average

11. ARE BRANDS
WELCOME
in this intimate space?
ATTITUDES
towards mobile
marketing formats
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12. Almost ¼ of Latin American consumers are
favourable to mobile advertising
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
12 Sample: smartphone users Sample: tablet users

13. Are happy to see ads in
38% apps, as long as the apps
are free
Are happy to see ads on
37% mobile websites, as long
as the content is free
Are happy to share their
30% location to get more relevant
services and offers
13 Sample: smartphone or tablet users, Latin America data Strongly/somewhat agree

14. MOBILE
IS
FLEXIBLE
AND CAN PLAY MANY ROLES
IN THE
C O M M U N I C AT I O N S
MIX
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15. Mobile advertising can deliver higher results in the
short-mid terms
Mobile Online
Aided Brand +0.7
+5.9 Awareness
Ad
+19.9 +4.3
Awareness
Message
+12.1 +2.5
Association
Brand
+3.9 +1.7
Favorability
Mobile Online
Purchase
+4.7 +1.8
Intent
15 Source: Dynamic Logic MarketNorms for Online, last 3 years Latin America norm; AdIndex for Mobile Norms. Delta (Δ)=Exposed-Control

16. Which of the following actions have you
taken as a result of seeing a mobile ad?
Global
Average
Visited the brand website 41 33%
Searched for the brand 38 31%
Looked for brand in a store 21 19%
Clicked/Interacted with ad 19 22%
Recommended it 18 15%
Searched for more ads 17 13%
Visited a site for similar brand 16 16%
Downloaded brand's app 16 15%
Purchased the brand 15 14%
16 Sample: smartphone and/or tablet users, Latin America data, Global averages

17. M A RK ET IN G
BEST
PRA C TIC ES
FOR
MOBILE APPS AND
DISPLAY ADS
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18. Are all mobile campaigns successful?
Percent Impacted: Delta (Δ)
+44.4
+29.8
+19.9
+18.1
+16.3
+14.5
+12.1
+5.9 +2.4
+3.9 +4.7
-1.3 -4.0
-4.9
-2.7
Aided Brand Mobile Ad Message Brand Purchase
Awareness Awareness Association Favorability Intent
Mobile Best Performers Overall Mobile Performers Mobile Worst Performers
Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011
18 Overall Mobile N=165 campaigns, n=125,471 respondents. Delta (Δ)=Exposed-Control

19. What makes a good mobile display ad?
Clearly brand your Show your brand only on
creative a product shot
Make sure you have a Clutter your ads
do: don’t:
clear call-to-action
Target as tightly as Only adapt online creative
possible
Use intrusive formats
Make the ads interactive unless context is highly
and engaging relevant
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20. What makes a good mobile app?
Be free if possible and Crash (don’t be too
easy to find resource intensive)
Build one unless it will be
Clearly explain what you
do: don’t:
used regularly
offer
Feel compelled to make
Focus on ease of use it too complex
Deliver something of Bite off more devices
value than you can chew
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21. Principles for a brand’s mobile success
Mobile content needs to be tailored to both the target audience
Relevance AND the context where they will most likely experience it.
Mobile provides opportunities to go deeper when consumers have
Engagement moments of downtime.
Put a smile on the face of your consumers with every mobile
Surprise & delight connection you deliver.
Mobile can play a unique role in the wider media mix since it is
Play to strengths both portable and personal.
Consumers are looking for something of value in return for access
Exchange to their mobile phones.
More than any other media, mobile marketing needs to be
Competence clear, functional and focused.
Mobile content needs to be tailored to when and where it is most
Time & place likely to be consumed.
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22. Finally, RESPECT for the mobile
audience and platform will ensure a
ROI of mobile within the media mix.
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23. Mobile
advertising
through the
consumers’
lens
Adriana.Sousa@millwardbrown.com
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