Tns - Mobile measurability unlocks spending final

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I livelli di diffusione raggiunti dalla tecnologia mobile, insieme alla possibilità di avere un device connesso durante tutta la giornata, offrono ai Marketers nuove opportunità di comunicazione e pubblicità, grazie ad un’audience consistente, variegata e fortemente segmentabile. Viene riconosciuta l’importanza del canale, inserendo il Mobile fra le priorità di investimento, sia a livello strategico, che tattico. Emergono però segnali di cautela fra gli operatoi di settore (Fonte: TNS per IAB Australia 2013): per un 32% risulta difficile individuare il value for money delle campagne mobile rispetto agli altri media.
Le nuove tecnologie però possono supportarci attraverso misurazioni dei comportamenti effettivi tenuti dagli utenti. In questo modo si può evidenziare una digital footprint tipologica, che coinvolge l'utilizzo dei device, le attività maggiormente effettuate, quando e dove, i canali di fruizione (app vs web) e i contenuti stessi.

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Tns - Mobile measurability unlocks spending final

  1. 1. Mobile: measurability unlocks spending Gabriella Bergaglio TNS Digital Practice Lead Cristina Colombo TNS Consumer Insight Director IAB Forum 2013 – Milan, 3rd-4th December © TNS 2013
  2. 2. Storyline 1 Device penetration and consumer behavior are aligned to offer advertiser a clear channel to a substantial audience 2 Yet the industry is cautious on the value of mobile to brand owners: main barrier to adoption of mobile marketing investment is data deficit in planning, campaign effectiveness and brand integration 3 Passive data collection tackles mobile measurement challenge 4 Path to growth © TNS 2013 2
  3. 3. 1 Mobile device adoption is opening a new era of digital marketing, creating a powerful channel for companies to communicate with customers at critical points of the purchase decision cycle 3
  4. 4. The continued growth of the total potential market is being driven on both dimensions of users and their share of time 2 0 1 3 Smartphone penetration 2 0 1 2 Mobile share of time © TNS 2013 4
  5. 5. Experience is key, sharing is mainstream Brands have a powerful communication channel with consumers Proportion of people using mobile functions - Italy Sending / receiving SMS 90 Taking photos or videos 75 Browsing the internet 62 Using calendar 59 Listening to music 58 Sending / receiving emails 53 Using Bluetooth 52 Social networking 51 Playing games 48 WiFi connection in public areas 48 Sending / receiving MMS 48 Applications 47 Using instant messaging 46 Using GPS 44 Streaming video Reading eBooks/news via an app Scanning QR codes Watching live TV shows 39 25 22 19 Activities with advertising potential – where users can be reached Mobile Life 2013 D1: Out of these features, please tell me which of these statements best reflects your usage of that feature. USE = Daily + Weekly + Less often than once a week © TNS 2013
  6. 6. Mobile provides a link between the ‘digital’ world and the real world, allowing users to access whatever they need, wherever they are. Brands can now meet contextual consumer needs © TNS 2013 6
  7. 7. A disruptive effect in the in-store environment, particularly for younger consumers Average % mobile activities in the path to purchase - Italy At home In store 29 Mobile purchase Activities carried out in store 16 12 15 10 Research at home Research at the POS Product information Product review /social Coupon 11 Purchase in store via mobile (online, contactless payment) F3a. Usage of mobile in the path to purchase Base: Mobile users – Italy 993 © TNS 2013 7
  8. 8. 2 Yet the industry is cautious on the value of mobile to brand owners 8
  9. 9. Ready but cautious 73% believe that mobile will be the fastest growing media for the next five years 65% mobile will be the primary medium for communicating with the 12 to 24 age group within two years 64% believe that mobile search will overtake PC search by 2015 But… 32% © TNS 2013 do not fully agree that mobile inventory is good value for money compared to other media 9
  10. 10. So why don’t we invest in mobile, in-line with how consumers spend their time? total digital ad spend (%) - Italy Share of 93 Share of time with devices (%) – Italy 76 7 21 “Other device” not shown Desktop Laptop Tablet Smartphone Mobile Life 2013 B12. “Thinking about your overall usage of these technology devices, how do you allocate your time between each device?” Devices: Desktop, Notebook/laptop/netbook, Smart TV, Tablet, Smartphone. Smart TV not shown eMarketer january 2013, Worldwide Ad Spending Forecast. Digital Ad Spend inclused advertising that appears on desktop and laptop PC as well as mobile phones and tablet and it includes all the various format of adv on those platform; it excludes SMS, MMS and P2P messing based adv Audiweb Trends Sept 2013 penetration : PC + Smartphone connected individuals any place and device 19,5 million individuals – © TNS 2013 10
  11. 11. Campaign measurement, planning and integration in the brand's strategy are key issues, the Australian industry says Understanding of global trends and issues - % Overall demographics of mobile internet 1 users Browsing behaviour on mobile internet How to integrate mobile into a brand’s strategy How to plan mobile advertising 52 3 No idea whatsoever 60 37 8 56 37 10 53 37 The range of creative possibilities of mobile 2 for advertising Possibilities for mobile ad campaign measurement Publishers are more likely to want more information about demographics of mobile users 47 10 Aware of this but should learn more 77 72 22 18 Key topics to support capability on and report updates/ developments Completely across it Q6. Do you feel you have a good enough understanding of the following global trends and issues to include mobile in your business Base: 115 © TNS 2013 11
  12. 12. Key actions identified to increase mobile advertising spend are directly linked to addressing effectiveness, measurement, and training. Single most important issue for the mobile advertising industry to do to increase ad spend on mobile Top 3 mentions (coded) 1. Evidence of effectiveness (19%) 2. Measurement (14%) 3. More training / education (10%) Q25 What single thing would the mobile advertising industry need to do in order for you to increase your advertising spend on mobile? Base: 115 © TNS 2013 12
  13. 13. Integration in the brand strategy is an issue because we do not yet know how mobile fits in Does it help consumers… Keep in touch with the brand Stay in touch, and keep up-todate, with a brand Drive awareness Explore and select Become aware of new products / brands that are available 2013 Receive Customer Service Decide where to buy the product for the best overall deal Explore different products or brands and select the best one for my needs © TNS Decide where to buy Use the product / service better and have questions answered about it 13
  14. 14. 3 How passive data collection tackles both the mobile measurement and the brand integration issues 14
  15. 15. Registering consumers mobile behaviour – the case of a European country An application, which captures smartphone and tablet usage with a passive measurement approach, is installed in every panelist device. The indicators are continuously monitored, always and everywhere. Results following are taken from Mobile 360°, a study on an European country, carried out in June 2012, observing for 4 weeks, a panel of 1109 smartphone and 96 iPad users. © TNS 2013 Mobile 360°/2012 A European case 15
  16. 16. Smartphone e tablet have two different behavioural models in terms of content fruition 45% 16% 25% 40% © TNS 2013 Mobile 360°/2012 A European case 16
  17. 17. And channel of fruition differs according to content/context © TNS 2013 Mobile 360°/2012 A European case 17
  18. 18. Granularity of measurement gets to singular activity: 18% of iPad owners has not visited the Appstore in the month we measured - Tablet (iPad) © TNS 2013 Mobile 360°/2012 A European case 18
  19. 19. Users Typologies: The ‘Mobile Behave Segments’ 16% I’m a heavyweight smartphone user, and you can tell from my behavior. My profile differs substantially from the others. I’m always adjusting my settings to use my phone as efficiently as possible. On top of all “regular smartphone activities” like Social Networking, gaming and WhatsApping, I like to Shop occasionally (not just AppStore shopping, also real Shopping). I’m not afraid to handle some of my financial matters online either. My data usage is a lot higher than my age! © TNS 2013 Mobile 360°/2012 A European case 19
  20. 20. Actual behavior observation and segmentation provide key information on content fruition, unlocking correlations among activities done 16% I’m a heavyweight smartphone user, and you can tell from my behavior. My profile differs substantially from the others. I’m always adjusting my settings to use my phone as efficiently as possible. On top of all “regular smartphone activities” like Social Networking, Gaming and WhatsApping, I like to Shop occasionally (not just AppStore shopping, also real Shopping). I’m not afraid to handle some of my financial matters online either. My data usage is a lot higher than my age! © TNS 2013 Mobile 360°/2012 A European case 20
  21. 21. 4 Path to growth 21
  22. 22. Multiple parameters provide a complete picture with profile, behavioral, purchase and contextual data, to obtain precise measurements of your campaign effectiveness. Current and projected proportions of campaigns containing mobile or tablet components Mobiles % campaigns that include mobile Tablets % campaigns that include mobile next 2 years 28% 47% +68% © TNS 2013 % campaigns that include tablet % campaigns that include tablet next2 years 15% 39% +160% 22
  23. 23. Behaviors are changing according to platform: consumers fruitions is more and more customized, according to channels which best fit in the need. Apps Cross device Path to purchase www On mobile web Click-to-Call The Full Value of Mobile © TNS 2013 23
  24. 24. Mobile is embedded into media, working and shopping habits. Major advertisers recognize mobile as a crucial platform for marketing: integrate mobile into marketing strategy as a critical channel for customer outreach Brand Building Mobile offers new ways of expanding on your brand proposition, and new ways to deliver it… Brand Activation Mobile offers conversion opportunities by targeting customers close to the point of purchase… Customer Experience Mobile enables you to extend the service you offer, or develop new services altogether… Mobile’s unique capability in providing the bridge between online and offline means it offers targeted opportunities across the consumer journey © TNS 2013
  25. 25. Thank you @: gabriella.bergaglio@tnsglobal.com @:cristina.colombo@tnsglobal.com © TNS 2013 25

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