An overview of mobile media consumption and advertising opportunities in Thailand by Shiraz Kabir, Head - Performance Advertising, Inmobi and Phalgun Raju, General Manager, Inmobi
How are people engaging with their mobile devices? How effective are mobile ads? The results from our global research study with InMobi on Mobile Media Consumption was officially released at this year's World Mobile Congress last week. In this second wave of research, we tracked how mobile devices have changed they way media is consumed across 14 countries. This report summarizes the findings for the APAC region.
The study, conducted by TNS, measures how mobile media users in the UK, France, Spain and Poland are engaging with mobile content and the mobile internet.
It also identifies how, when, why and where European mobile media users access content, information and entertainment, giving brands exclusive intelligence from Orange across a range of sectors to help them better engage with their audiences.
For more information visit: http://exposure2010.orangeadvertisingnetwork.co.uk/
Bruce Hoang, Orange, Insights on mobile usage and advertising perception"Mobile Monday Brussels
Insights on mobile usage and advertising perception"
by Bruce Hoang, Orange Advertising Network HQ France
Presented during 1/3 Mobile Publishing & Advertising. Are you ready for the breakthrough in 2010?
Joint networking event of Mobile Monday Brussels and IAB (Internet Advertising Bureau)
Brussels
How are people engaging with their mobile devices? How effective are mobile ads? The results from our global research study with InMobi on Mobile Media Consumption was officially released at this year's World Mobile Congress last week. In this second wave of research, we tracked how mobile devices have changed they way media is consumed across 14 countries. This report summarizes the findings for the APAC region.
The study, conducted by TNS, measures how mobile media users in the UK, France, Spain and Poland are engaging with mobile content and the mobile internet.
It also identifies how, when, why and where European mobile media users access content, information and entertainment, giving brands exclusive intelligence from Orange across a range of sectors to help them better engage with their audiences.
For more information visit: http://exposure2010.orangeadvertisingnetwork.co.uk/
Bruce Hoang, Orange, Insights on mobile usage and advertising perception"Mobile Monday Brussels
Insights on mobile usage and advertising perception"
by Bruce Hoang, Orange Advertising Network HQ France
Presented during 1/3 Mobile Publishing & Advertising. Are you ready for the breakthrough in 2010?
Joint networking event of Mobile Monday Brussels and IAB (Internet Advertising Bureau)
Brussels
Mobile Advertising through consumers’ lens: Are we getting the most out of it...InsightInnovation
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.
This is a continuation in the connecting the dot series presentations. This one is focused on where mobile fits within the larger media universe.
I looked at TV and print data going back to the mid 70's to see if there has ever been a media channel with the impact of mobile from a brand metric perspective
See presenter notes for a more detailed understanding of the slides.
Presentation by Maria Zhang for National Ski Areas Association Winter Conferences in Squaw and Killington, January & February 2012.
We’re in the middle of another massive technology revolution, bigger and faster than the Internet and PC revolutions of prior decades. This time, it’s mobile technology that is changing the way we consume, communicate, and buy. With 30% of the US population owning smartphones, and tablet sales skyrocketing, how do marketers adapt? Learn how to harness mobile trends to craft a smart and effective mobile strategy that drives measurable performance towards your goals and boosts your brand. We’ll cover planning, mobile marketing tools, emerging technologies, tracking performance, and keys to success for mobile marketing initiatives. Designed for exec, marketing, sales, and technical staff to incorporate actionable tips into current plans.
Whitepaper: Thailand Media Landscape 2016 EditionPR Newswire APAC
As consumers' media consumption habits are ever-changing, PR and marketing professionals must always keep themselves updated with their media knowledge to reach out to their customers more effectively.
In the 2016 edition of our Thailand Media Landscape Whitepaper, we discuss the following topics:
- The different types of media in Thailand
- The consumption habits of Thais in each medium
- The importance of online media among Thais
- The need for traditional media to develop their online channels to meet consumers' behaviours
Download the full version at http://goo.gl/qA3dd7.
Mobile Advertising through consumers’ lens: Are we getting the most out of it...InsightInnovation
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.
This is a continuation in the connecting the dot series presentations. This one is focused on where mobile fits within the larger media universe.
I looked at TV and print data going back to the mid 70's to see if there has ever been a media channel with the impact of mobile from a brand metric perspective
See presenter notes for a more detailed understanding of the slides.
Presentation by Maria Zhang for National Ski Areas Association Winter Conferences in Squaw and Killington, January & February 2012.
We’re in the middle of another massive technology revolution, bigger and faster than the Internet and PC revolutions of prior decades. This time, it’s mobile technology that is changing the way we consume, communicate, and buy. With 30% of the US population owning smartphones, and tablet sales skyrocketing, how do marketers adapt? Learn how to harness mobile trends to craft a smart and effective mobile strategy that drives measurable performance towards your goals and boosts your brand. We’ll cover planning, mobile marketing tools, emerging technologies, tracking performance, and keys to success for mobile marketing initiatives. Designed for exec, marketing, sales, and technical staff to incorporate actionable tips into current plans.
Whitepaper: Thailand Media Landscape 2016 EditionPR Newswire APAC
As consumers' media consumption habits are ever-changing, PR and marketing professionals must always keep themselves updated with their media knowledge to reach out to their customers more effectively.
In the 2016 edition of our Thailand Media Landscape Whitepaper, we discuss the following topics:
- The different types of media in Thailand
- The consumption habits of Thais in each medium
- The importance of online media among Thais
- The need for traditional media to develop their online channels to meet consumers' behaviours
Download the full version at http://goo.gl/qA3dd7.
As content marketing continues to shape as a core part of many company's marketing strategy, social media quickly becomes a must-have. What trends, challenges and opportunities should we be aware of? See key stats for Facebook, Instagram, Twitter and other insights.
How are people engaging with their mobile devices? How effective are mobile ads? The results from our global research study with InMobi on Mobile Media Consumption was officially released at this year's World Mobile Congress last week. In this second wave of research, we tracked how mobile devices have changed they way media is consumed across 14 countries. This report summarizes the findings for China.
Kenyan Digital Landscape and Trends - presented by Gaurav Singh of Squad DigitalSquad_Digital
Gaurav Singh, the GM of Squad Digital - one of Africa's largest digital agencies started off Social Media Day Nairobi by showing the Kenyan Digital Landscape and trends that are shaping the future of 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.
Do you have a global, mobile strategy?
Are you involving your audience and brand through creativity?
Are you ready for mobile payment?
Do you have a multi-screen strategy?
You should. Because...
ONE YEAR AGO
A new age began to emerge. Mobile technology was freeing humanity from the ball and chain of the personal computer.
It was predicted that by the end of 2011 mobile technology would reach full adoption...
THAT DAY HAS COME
WWTH 12.0 Mobile Media Consumption in Thailand - Inmobi
1. THAILAND MOBILE MARKET INSIGHTS & KEY TRENDS
Shiraz Kabir, Head – Performance Advertising; Phalgun Raju, GM
Shiraz.kabir@inmobi.com, Phalgun.Raju@inmobi.com
2. World’s Largest Independent Mobile Ad Network
In-House & Award winning 1.3 Billion imps per Mobile Analytics, Real-
Mobile Creatives FREE* month reaching 7.2 MM time tracking &
users in Thailand reporting
The Leading HTML5 Largest Independent InMobi LTVP, InMobi
Ad Creation Platform Mobile Ad Network IAT
* Above a threshold media spend
3. INMOBI THAILAND NETWORK REACH: 7.2 MILLION CONSUMERS
45%
MOBILE WEB
79%
45%
~4 Billion
Quarterly Mobile Advertising Impressions 10% APP
21%
on the InMobi Network
MANUFACTURER’S SHARE OF IMPRESSIONS OS SHARE OF IMPRESSIONS
Nokia continues to be the top OS
in Thailand mobile market
5. What’s keeping the Thai consumer busy these days?
Reading Magazines
/Newspapers
42 Using mobile
(ex SMS/calls)
minutes
109
Online via
desktop/laptop
104 minutes
minutes
THE AVERAGE MOBILE WEB
USER IN THAILAND CONSUMES
6.6 HOURS #1 MOBILE
OF MEDIA PER DAY
The average
mobile web
46 user in
minutes 98
minutes Thailand
spends 27% of
his/her media
Listening to
Radio time on mobile.
Watching TV
of mobile users are as comfortable with mobile advertising as
76% they are with TV or online advertising
6. 44% use mobiles as either
their primary or exclusive
means of going online
‘How do you typically go online to surf the web?’
12% 44% 44%
Mostly via desktop Evenly split between both Only/mostly via mobile
7. 16% In the
bathroom 11% 10% in a
12% Spending Shopping meeting
or class
time with family
57% While watching TV
39% Commuting
46% Lying in bed 10% social
event
23% Waiting for
something
Where do users use 1. Watching TV
2. Lying in bed
their mobiles? 3. Commuting
8. What are users doing on their mobile?
Social Media 46%
Entertainment 38%
Send and Receive E-
23%
mail
Search for general
23%
information
Mobile banking 23%
GROWTH Virtual experience /
16%
augmented reality
Mobile growth in
Thailand will come from Bill payments 15%
social media,
entertainment, e-mail, Shopping 9%
search and mobile
Search for local
banking information and deals
7%
Sample size: n =817
9. Mobile is becoming a preferred device for Thai consumers
ENTERTAINMENT GETTING INFO COMMUNICATION SHOPPING
Videos, games, music etc. Sports, news etc. Email, Facebook, Twitter etc. Travel, purchases, banking etc.
34% 33% 17% 39% 27% 12% 43% 34% 26% 19%
10. Two forms of media that most impact your purchasing decisions?
0% 10% 20% 30% 40% 50% 60% 70%
4% 8% 16% 27%
45%
Mobile is catching up to 49%
most traditional forms of
media in influencing
purchasing behavior 51%
Sample size: n =780
11. Mobile Directly Influencing Decision Making
Awareness Introduced you to something new (38%)
Favorable opinion Provided you with better options (18%)
Consideration
Helped you find something nearby (19%)
Caused you to reconsider a product (13%)
Shopping
Influenced your in-store purchase (7%)
Sale
Influenced you to buy via your mobile (9%)
Mobile is impacting consumers’ purchasing behaviour even in this
early stage of mobile evolution.
12. Thai consumers are buying over mobile now…growing
17%
Digital Goods
Buying digital
goods, including 58%
games, e-books,…
51% have spent Buying physical Physical goods
money on an activity goods, including 37%
via mobile electronics,…
Buying services, Services
including 29%
purchasing…
Payments
Bill Payments,
including peer-to- 21%
peer payments,…
13. Mobile Advertising Timeline - Standard Banner to Rich Media
Simple Rich
Media Ads
Immersive
Tablet Ads Rich Media
First Mobile
Introduced Experiences
Banner Ad
2000 2004 2007 2010 2011 2012
Touch & Gestures Mobile Inline
Introduced Video
1ST TEXT
AD SMS
Mobile ads make consumers
want to interact with brands
Proprietary
14. KEY INNOVATION TREND: RICH MEDIA TO ENGAGEMENT MEDIA ADS
No longer just a landing
page with call-to-actions. It’s
about enabling the consumer
to engage with the brand
through app-like experiences
Proprietary
15. KEY AWARENESS & ROI ACTIVITIES ON MOBILE
Brand Awareness & Promotion through
Rich Media & Audience Targeting
Tie together media strategies through
mobile
New High Quality App Users
Cost Effective at Scale
App downloads
Increase Traffic/Lead Gen
Call/form Lead generation,
traffic acquisition
Proprietary
16. KEY TREND: CONNECTING TVC & MOBILE
UNILEVER - SUNSILK
.
Gyroscope + Inline Video +
Gamification
On iPads, or in
smartphone applications
on high-end rich SDKs like
InMobi play video inline
in the creative to create
immersive branded
experience
Proprietary
17. KEY TREND: TECH – EXPERIENCE PRODUCT
ASUS
.
360 Product rotation +
Store Location + Video
On iPads, or in
smartphone applications
on high-end rich SDKs like
InMobi play video inline
in the creative to create
immersive branded
experience
Proprietary
18. STORE/DEALER LOCATION/LEAD GEN: Automobile Thailand
NISSAN SYLPHY
THAILAND
Store Locator Lead Gen Click to Share
Coupon Link to Site
Proprietary & Confidential
19. RETAIL – ENABLE CONTEXT & LOCATION
MCDONALDS
MCCAFE FRAPPÉ
27% of consumers would
like to see store hours and
directions on mobile ads
to aid them in their
shopping experience
Store Locator Link to Site Click to Share
Weather
Proprietary
20. KEY TREND: PROMOTIONS & COUPONS
Drive consumers in-store by
featuring a coupon or
promotion
31% of consumers would
like to see coupons to make
more use of mobile ads
Creative Options:
Manufacturer coupons
Retailer specific coupons
QR code integration
21. TREND: MOBILE “EARNED MEDIA” THROUGH SOCIAL INTEGRATION
DRIVE FANS ON SHARE AD MESSAGE/ SOCIAL ACTION TO
FACEBOOK PAGE TVC/ INVITE/PROMO ACCESS PROMO/INFO
SHARE/TWEET/LIKE
FIRST TO:
Download Coupon
Download whitepaper
Access special promo
24. INMOBI KEY AUDIENCE CATEGORIES
TRAVELLERS
AFFLUENT
BUSINESS
WOMEN
TECHIES
SPORTS
YOUTH
MEN
Proprietary & Confidential
25. MOBILE EFFICACY MUCH HIGHER VS OTHER MEDIA
Reach Targeting Engagement Viral Transaction
Mobile 100 90 70 80 80
Internet 50 50 80 40 60
TV 50 30 90 10 20
Print 40 10 20 10 10
Radio 60 10 40 10
Outdoor 20 10 10
Source: Mary Meeker, Chetan Sharma, January 2011
Efficacy of Mobile Ads vs. Other Media