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Mobile advertising through the consumers’ lens
A R E W E G E T T I N G T H E M O S T O U T O F I T ?
B Y A D R I A N A S O U S A
2 0 1 3
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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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Research took place in 18 countries around the world
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MEXICO
CANADA, US
BRAZIL
INDIA,
THAILAND
KENYA, NIGERIA
SOUTH AFRICA
FRANCE, GERMANY,
ITALY, SPAIN,
TURKEY, UK
CHINA,
KOREA,
INDONESIA
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T H E H U G E
OPPORTUNITY
MOBILE USAGE ON THE RISE
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1.5 BILLION
Smartphones and tablets installed.
Mobile users will exceed desktop users by 2014*
13% OF WEB
Traffic comes via mobiles (this more than doubled globally
in the past year)
*Source: Katy Huberty, Ehud Gelblum, Morgan Stanley Research; ** Source: Informa WCIs / GSMA
37% GROWTH
In the number of global 3G subscribers in the past year**
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*Source: emarketer 6
JUST 1% OF SPEND
Globally is committed to mobile marketing*
3x BY2015
Mobile ad spend predicted to grow from
$6.4bn in 2012 to $18.6bn in 2015
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SHARE OF MOBILE IMPRESSIONS BY REGION
Latin America Today
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Broadband predicted to grow 50%
Mobile data traffic per capita will increase
from 22 MG per month to 850 MB
Mobile ad spend from $3.62bn to
$6.69bn* (84% growth)
Latin America Predictions for 2015
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MOBILE
and it is
RELEVANT at consumers’ agenda
plays an important role
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In a typical week, how many hours do you spend….
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Sample: smartphone users Sample: tablet users
Share of smartphone time spent
Video
7%
Music
17%
Social
Networking
14%
Talking
13%
Texting
13%
Web or
14% Apps
13%
Games
9%
Share of tablet time spent
Video
13%
Music
12%
Social
Networking
19%
Web or email
23%
Apps
20%
Games
13%
Differences against global results
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People love their mobile devices and they are indispensable efficiency tools
Sample: smartphone and/or tablet users, Latin America, Global average 11
My primary tool for organizing
my work life
My primary tool for organizing
my household
My primary tool for organizing
my personal life
Makes me more efficient
Indispensable because I’m
always on the go
Global
65%
50%
34%
63%
54%
48%
40%
33%
59%
45%
Latin
America
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A R E B R A N D S
WELCOME
ATTITUDES towards mobile
marketing formats
in this intimate space?
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Almost ¼ of Latin American consumers are favourable to mobile advertising
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11
11
12
13
13
14
17
19
19
22
23
30
43
48
48
23
Canada
US
Spain
France
Germany
UK
Turkey
Italy
Mexico
China
Brazil
South Africa
India
Nigeria
Kenya
Global Average
VERY/ SOMEWHAT favorable,%
Sample: tablet users Sample: smartphone users
9
16
18
22
28
25
28
26
19
30
29
35
51
39
55
29
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Sample: smartphone or tablet users, Latin America data Strongly/somewhat agree 14
38% Are happy to see ads in
apps, as long as the apps
are free
37% Are happy to see ads on
mobile websites, as long
as the content is free
30% Are happy to share their
location to get more relevant
services and offers
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AND CAN PLAY MANY ROLES
MOBILE I S
FLEXIBLE
IN THE COMMUNICATIONS
MIX
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Source: Dynamic Logic MarketNorms for Online, last 3 years Latin America norm; AdIndex for Mobile Norms. Delta (Δ)=Exposed-Control 16
Mobile Online
Aided Brand
Awareness
Brand
Favorability
Purchase
Intent
+5.9
+19.9
+12.1
Ad
Awareness
Message
Association
+0.7
+4.3
+2.5
+3.9
+4.7
+1.7
+1.8
Online Mobile
Mobile advertising can deliver higher results in the short-mid terms
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16
16
17
18
19
21
38
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Which of the following actions have you taken as a result of seeing a mobile ad?
Sample: smartphone and/or tablet users, Latin America data, Global averages 17
Visited the brand website
Searched for the brand
Looked for brand in a store
Clicked/Interacted with ad
Recommended it
Searched for more ads
Visited a site for similar brand
Downloaded brand's app
Purchased the brand
Global
Average
33%
31%
19%
22%
15%
13%
16%
15%
14%
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MOBILE APPS AND DISPLAY ADS
MARKETING BEST
PRACTICES
F O R
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Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011 Overall Mobile N=165 campaigns, n=125,471 respondents. Delta (Δ)=Exposed-Control
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Percent Impacted: Delta (Δ)
Aided Brand
Awareness
Brand
Favorability
Purchase
Intent
Mobile Ad
Awareness
Message
Association
+18.1
+5.9
-2.7
+44.4
+19.9
+2.4
+29.8
+12.1
-1.3
+14.5
+3.9
-4.9
+16.3
+4.7
-4.0
Mobile Best Performers Overall Mobile Performers Mobile Worst Performers
Are all mobile campaigns successful?
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What makes a good mobile display ad?
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don’t: do:
Clearly brand your
creative
Make sure you have a
clear call-to-action
Make the ads interactive
and engaging
Target as tightly as
possible
Show your brand only on
a product shot
Clutter your ads
Only adapt online creative
Use intrusive formats
unless context is highly
relevant
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What makes a good mobile app?
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don’t: do:
Be free if possible and
easy to find
Clearly explain what you
offer
Focus on ease of use
Deliver something of
value
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
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Engagement Mobile provides opportunities to go deeper when consumers have moments of downtime.
Surprise & delight Put a smile on the face of your consumers with every mobile connection you deliver.
Relevance Mobile content needs to be tailored to both the target audience AND the context where they will most likely experience it.
Play to strengths Mobile can play a unique role in the wider media mix since it is both portable and personal.
Exchange Consumers are looking for something of value in return for access to their mobile phones.
Competence More than any other media, mobile marketing needs to be clear, functional and focused.
Time & place Mobile content needs to be tailored to when and where it is most likely to be consumed.
Principles for a brand’s mobile success
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Finally, RESPECT for the mobile
audience and platform will ensure a
ROI of mobile within the media mix.
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Mobile advertising through the consumers’ lens
A d r i a n a . S o u s a @ m i l l w a r d b r o w n . c o m