The four Cs of mobile advertising sea

1. 1
SOUTH EAST ASIA:
THE FOUR Cs OF
MOBILE ADVERTISING
CHANNEL | CONTEXT | CONTENT | CONNECT
SEPTEMBER 2015

2. SMARTPHONES ARE MAKING INROADS INTO THE MASSES
SOURCE: EMARKETER 2015 2
PHILIPPINES
37%
VIETNAM
36%THAILAND
39%
MALAYSIA
47%
INDONESIA
37%

3. 3
FOR MANY,
MOBILE PHONE IS THE
FIRST & ONLY
INTERNET SCREEN

4. MOBILE ADS PIQUE CONSUMERS’ CURIOSITY
Q7. HAVE YOU READ OR CLICKED ON ANY MOBILE ADS IN THE PAST ONE MONTH? 4
SO WE ASKED: ‘HAVE YOU READ OR CLICKED ON ANY MOBILE ADS IN THE PAST ONE MONTH?’
40% 33% 38%
45% 44%
25%
37%
41% 33%
32% 40%
42%
SEA Malaysia Indonesia Philippines Thailand Vietnam
No
Yes, I clicked on it
accidently.
Yes, because I was
interested.

5. FUTURE CONSUMERS ALREADY OWN A MOBILE PHONE TODAY
SOURCE: ASIANPARENT / SAMSUNG KIDSTIME’S MOBILE DEVICE USAGE AMONG YOUNG KIDS 2014; Q: DO YOU LET YOUR 3-8 YEAR OLD KIDS USE A SMARTPHONE/TABLET? 5
DO YOU LET YOUR 3-8 YEAR OLD KIDS USE A SMARTPHONE/TABLET?
14% 14% 13% 15% 16% 12%
66% 69% 66% 64% 67%
64%
19% 15% 19% 20% 15% 23%
SEA Indonesia Malaysia Thailand Philippines Singapore
Never
No. Except in certain
cases
Yes. Sometimes
Yes. Most of the time

6. 6

7. BUT WE STILL HAVE INCOMPLETE
KNOWLEDGE ON HOW
CONSUMERS RESPONSE TO
MOBILE ADVERTISING
7
Lack tracking and
Lack (traditional) creative space

8. SO WE EMBARKED ON A REGION-WIDE RESEARCH
IN JULY 2015
8
2600+ respondents
5 countries
15 – 54 years old smartphone
internet users
PHILIPPINES
127,076
panelists
VIETNAM
489,075
panelistsTHAILAND
145,885
panelists
MALAYSIA
129,658
panelists
INDONESIA
97,719
panelists

9. METHODOLOGY
9
BY INVITATION ONLY
You can’t choose to join our panels or
recommend your friends – We invite to
ensure random selection and full control.
SINGLE SOURCE
We apply one method for recruitment
across all panels to give you consistent
results, every time.
NO PROFESSIONALS
Our panelist are offered small lucky
draws – that’s it! We only want people
joining for the right reasons.

10. 10
FOUR CORE QUESTIONS:
CHANNEL CONTEXT CONTENT CONNECT
What are the
mobile touch
points?
When is mobile
used to engage
with brands?
How to engage
consumers on
mobile?
How to integrate
mobile with other
mediums
      

11. 11
CHANNEL
& CONTEXT

12. MOBILE IS OUR LIFELINE
12
60%
Feel extremely
uneasy without
their smartphones
56%
Never switch
off phones
39%
Couldn’t take their
eyes off their
phone for even an
hour
Q6. THINKING ABOUT YOUR SMARTPHONE USAGE IN THE PAST ONE DAY, WHAT WAS THE LONGEST TIME YOU
LEFT YOUR MOBILE PHONE UNATTENDED OR UNCHECKED?

13. MOBILE ADS PERFORM BETTER ON COMMUNICATION CHANNELS
13
0%
5%
10%
15%
20%
25%
30%
25% 30% 35% 40% 45% 50%
Adclicked
Ad noticed
Email
FB newsfeed
Animated / video (IM)
Animated / video ad
(web/app)Pre / mid-roll
Search engine ad
Ads that transform skin / themeSMS
MMS
Banner
Floating ad
Q15. BASED ON PAST EXPERIENCE, HOW LIKELY ARE YOU TO IGNORE, NOTICE OR CLICK ON THE FOLLOWING FORMAT OF MOBILE ADVERTISEMENTS?

14. THERE ARE DISTINCT
MOBILE ENVIRONMENTS
14
Q4-5. WHICH OF THE BELOW APPS THAT YOU USE HAS MADE YOUR
SOCIAL LIFE MORE INTERESTING / WORK OR SCHOOL / COLLEGE LIFE
MORE PRODUCTIVE / EFFICIENT?
0%
10%
20%
30%
40%
50%
60%
70%
0% 10% 20% 30% 40% 50% 60% 70%
Email
Search
Social
Networks
Chat app
Camera / photo
Games
Music
Navigation
NewsUtilities
Work / study efficiency
Video
Reference
Business
Interest
Photo editing
Finance
Weather HealthMedical
Directories
Books
Enhancesociallife
Search

15. 15
Being an intimate and
personal device, the unique
opportunity is for us to
connect the on-screen
experience to the
environment and mood of
the consumers

16. 16
68%
Prefer to have
brand and product
information in their
mobile phone for
the ease of
sharing
Q2. PLEASE TELL US TO WHAT EXTENT DO YOU AGREE OR DISAGREE WITH EACH OF THE FOLLOWING STATEMENTS. (TOP 2 OF 5-POINT SCALE)
66% 66%
74%
68%
64%
Malaysia Indonesia Philippines Thailand Vietnam

17. THE DOOR TO ADVERTISING IS OPEN
17
DEVICES USED MOST OFTEN FOR INFO SEARCH
Q16. WHEN IT COMES TO RESEARCHING INFORMATION ABOUT BRANDS / PRODUCTS THAT YOU WANT TO BUY,
WHICH OF THE FOLLOWING DEVICES DO YOU USE THE MOST?
0%
10%
20%
30%
40%
50%
60%
15 – 24
25 – 34
35 – 44
45 – 54
Smartphone
Computer / laptop
Tablet / Ipad

18. Q8. IF YOU HAVE TO SEE ADS WHILE USING YOUR SMARTPHONE, YOU WOULD PREFER TO… 18
IF ADVERTISEMENT IS MANDATORY…
77%
would prefer
personalised ads
or ads they can
choose
60%
would prefer
entertaining ads or
ads that reward for
watching
48%
would prefer ads
that start
conversations
and are worth
sharing

19. Q14. WHICH OF THE FOLLOWING BRANDED ACTIVITIES WILL YOU BE INTERESTED TO PARTICIPATE THROUGH YOUR SMARTPHONE? 19
INCREASE BRAND ACTIVITY WITH PRIZES
45%
Free
entertainment
59%
Win
rewards
35%
Brand privilege
31%
Contribute to
society
28%
Membership
24%
Contribute
my opinions
23%
Make new
friends
REWARDS PRIVILEGES CONTRIBUTE & SHARE

20. 20
“CONSUMER-CENTRIC”
CHANNEL & CONTEXT TAKEAWAYS
“RECIPROCITY”
Focus on what you do with
the consumers and carry the
message IN it.
Think about building a
sustainable reciprocal
relationship with consumers

21. 21
CONTENT

22. 22
74%
of SEA
smartphone users
depend heavily on
their phones to
ease boredom
Q2. PLEASE TELL US TO WHAT EXTENT DO YOU AGREE OR DISAGREE WITH EACH OF THE FOLLOWING STATEMENTS. (TOP 2 OF 5-POINT SCALE)
71%
67%
73%
85%
57%
Malaysia Indonesia Philippines Thailand Vietnam

23. EXPECTED BUT INTERESTING GENDER DIFFERENCES
23Q12. WHICH OF THE FOLLOWING CATEGORIES WOULD YOU BE INTERESTED TO RECEIVE INFORMATION THROUGH YOUR SMARTPHONE? (INDEX)
Automobile
IT/gadgets
Sportsandfitness
Homeelectronics
Realestate/furniture
Finance
Entertainment
Educationproducts
Dailynecessity
Leisureandtravel
Health/Nutrition
Apparel/accessories
HomeCare
Food
Petproducts
Motherandinfant
products
Beauty&makeup
Male Female

24. 24
People carry a smartphone
like a Swiss army knife
today.
Think about content beyond
entertainment and
information.

25. CONTENT THAT ENHANCES LIFE AND MOBILE USAGE
25
46%
44%
43%
30%
27%
26%
21%
19%
15%
12%
12%
Content related to my hobbies
Music / songs
Self-improvement tips
Inspirational quotes or short…
Recipes
Chat app stickers
Mobile skins/Themes
Emoji / emoticons
Phone wallpapers
Favourite celebrity info
Ringtones
Q13. WHICH OF THE FOLLOWING CONTENT YOU DON’T MIND SUBSCRIBING FROM A BRAND ON YOUR SMARTPHONE?

26. 26
THE SWISS ARMY KNIFE
MOBILE CONTENT IN SUMMARY
Brands need to go beyond
entertainment to maximise
engagement and foster a long
term relationship with content
that offers utility and
functionality.

27. 27
CONNECT

28. SCREEN MESHING IS PREVALENT
Q19. THINKING ABOUT YOUR USUAL MOBILE USAGE, HOW OFTEN DO YOU USE YOUR MOBILE PHONE WHILE WATCHING TV? 28
20% 14% 18% 24% 23%
12%
11%
13% 9%
12% 11%
9%
13%
13% 12%
13% 15%
10%
16% 18% 14%
15% 17%
18%
SEA Malaysia Indonesia Philippines Thailand Vietnam
I don’t watch TV
Never used mobile internet while
watching TV
3 or less out of 10 times
4-5 out of 10 times
6-7 out of 10 times
8-9 out of 10 times
All the time
60% 58% 54%
63% 66%
49%

29. 29
Fragmented mobile
attention is a reality, no
medium win working in
isolation.

30. TURN DUAL-SCREEN INTO A CHANNEL
30
SMARTPHONE USAGE WHILE WATCHING TV
47%
42%
42%
51%
51%
39%
28%
29%
30%
25%
28%
30%
25%
29%
28%
24%
21%
31%
SEA
Malaysia
Indonesia
Philippines
Thailand
Vietnam
Related to programmes Related to brand ads Non-related
Q20. THINKING ABOUT THE TIME YOU USED SMARTPHONE WHILE WATCHING TV AT THE SAME TIME. WHICH OF THE
FOLLOWING BEST DESCRIBES THE TYPE OF ACTIVITIES YOU WERE DOING ON YOUR MOBILE PHONE?

31. LEVERAGE OFFLINE ACTIVITIES TO
INCLUDE MOBILE
31
ACTIVITIES RELATED TO TV PROGRAMME
Q20. THINKING ABOUT THE TIME YOU USED SMARTPHONE WHILE WATCHING TV AT THE SAME TIME. WHICH OF THE
FOLLOWING BEST DESCRIBES THE TYPE OF ACTIVITIES YOU WERE DOING ON YOUR MOBILE PHONE?
Chatted
about the
programme
42%
Searched
programme
info
32%
Commented
online about
the
programme
26%

32. KEEP INFORMED AND PUT INTO
PLACE RELEVANT STRATEGIES FOR
YOUR RESPONSES.
32
ACTIVITIES RELATED TO TVC
Q20. THINKING ABOUT THE TIME YOU USED SMARTPHONE WHILE WATCHING TV AT THE SAME TIME. WHICH OF THE
FOLLOWING BEST DESCRIBES THE TYPE OF ACTIVITIES YOU WERE DOING ON YOUR MOBILE PHONE?
Searched about
the
brand/product
47%Shared brand /
product that I
saw on TV with
friends
36%
Responded to
a brand ad
17%

33. WHAT MAKES PEOPLE LIKE AND SHARE?
33Q22. THINKING ABOUT THE TIME YOU SHARED OR SEARCHED ABOUT INFORMATION RELATED TO THE TV ADS THAT YOU SAW. WHAT ABOUT THE ADS THAT TRIGGERED YOUR INTEREST TO DO SO?
66%
65%
42%
41%
16%
12%
9%
Promotion or sale
New brand/product
Funny ad
Unique product claim
Celebrity in the ad
Talent in the ad
Bad ad

34. 34
“EXTEND MOBILE IMPACT”
MOBILE CONNECT IN SUM:
Given we have an increasing
fragmented media, mobile marketing
must be inclusive of other mediums
to maximize and extend engagement
opportunities.

35. SUMMARY AND IMPLICATIONS
35
CHANNEL
CONTEXT
CONTENT
CONNECT
CONSUMER-CENTRIC
Putting the role that brands can offer in consumer’s life first,
mobile platform second. It’s more about how we deliver it
than where we deliver it.
RECIPROCITY
Build that relationship based on reciprocity, not baits. Mutual
benefits are essential to keep a longer lasting relationship.
SWISS ARMY KNIFE
Deliver content as utility, beyond entertainment. Consumers
want content that enhances their mobile experience.
EXTEND MOBILE IMPACT
Turn multiple-screen usage into a channel to battle the
media fragmentation. Leverage on mobile’s versatility,
mobility and connectivity to expand the fabric of influence.

36. 36
THANK YOU!
For more information, please contact:
Thue Quist Thomasen | tqt@epinionglobal.com
Yong Shel Vei | shelvei.yong@omnicommediagroup.com