AdReaction - Ghana
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17-Oct-2014 -
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Transcript of AdReaction - Ghana
AdReaction – Africa
Providing marketers with mobile insights and a roadmap for navigating the mobile landscape…. All to support brand growth.
Marketing in the Mobile World
Conducted in 18 countries around the world last year including three countries in Africa for the 1st time.
2
MEXICO
U.S.CANADA*
BRAZIL*
INDIA THAILAND**KENYA
NIGERIASOUTH AFRICA
CHINAKOREA**
INDONESIA**
FRANCE*GERMANY
ITALY
SPAINTURKEY
UK*
*Quantitative only; **Qualitative only
Key FindingsAT A G L A N C E
3
Mobile devices are increasingly central to our lives, so there is
huge opportunity for growth in mobile communications
1. However, while most consumers will tolerate mobile marketing, and attitudes are more positive in Africa than rest of world, few consumers
are favorable toward it
2.
Mobile is highly effective at brand building and also very
flexible - it can play a number of diverse roles in
the media mix
3. The industry can improve attitudes toward mobile
marketing by demonstrating greater respect for the
platform and the audience
4. Marketers can use mobile websites, apps and adsto grow brands IF simple best practice rules are
applied more conscientiously
5.
Opportunity Toleration
Effective RESPECT Best Practice
4
the huge OPPORTUNITY
MOBILE USAGE on the rise
Mobile web is on the move
*Source: Morgan Stanley Research; **Source: Informa WCIS; ***Source: StatCounter Global Stats, 9/12;****Source: Informa; *****Source: We are social5
1.5 BILLION
smartphones and tablets will be installed globally by now (mid 2013) – overtaking laptops and PCs*
37% GROWTH
in the number of global 3G subscribers in the past year**
13% OF WEB
traffic comes via mobile – more than double last year; Mobile traffic share already over 50% in India*** and 65% in Africa!
0.8 BILLION
mobile internet users in Asia at end of 2012****; same number of mobile subscribers in Africa*****.
Some key African statistics:
Data supplied by www.inmobi.com, Praeklet and head of Mobile at Google South Africa:Brett St Clair and On Device Research.
6
100 BILLION100 BILLION Mobile Advertising Impressions are served across Africa annually
55% OF PEOPLE ACCESS THE INTERNET VIA MOBILE PHONES IN GHANA, THIS IS 70% IN EGYPT, 50% IN NIGERIA, 54% IN KENYA AND 57% IN SOUTH AFRICA
SMART PHONES ARE OUTSELLING COMPUTERS 4 TO 1
LOCATION BASED ADVERTISING IS SET TO GROW AS 2 OUT OF 3 SEARCH QUERIES HAVE A LOCATION BASED ELEMENT
TOTAL AFRICAN MONEY TRANSFER IS EXPECTED TO REACH USD200BILLION IN 2015 AND ACCOUNT FOR 18% OF THE CONTINENTS GDP.
Mobile devices are indispensable efficiency tools, especially so in Nigeria. They are key personal and business tools.
Sample: smartphone AFRICA and global averages7
Please indicate how strongly you agree or disagree with the following statements about your mobile device:
38%
62%
78%
33%
24%
15%
Strongly Agree Somewhat Agree
My mobile device is my primary tool for organizing my personal
life
My mobile device is indispensable because I’m always on the go
Having a mobile device makes me more efficient +28
Nigeria Vs Global
+27
+21
Mobile devices act as central hubs in our lives; Nigeria users spend more time social networking & on mail than making calls.
8
Social Networking
19%
Web or email22%
Calls16%
Texts12%
Apps10%
Music14%
Radio3%
Games3%
Video2%
Apps19%
(+6)
(+8)
(-1)
(0)
(-3)
(-2)
(+3) (-7)
Share of Smartphone time spent in Nigeria (vs Global average)
Opportunities at multiple touch points
Calling is just one component of usage
Social networking / Web – fertile ground
Apps – not a great deal of relevant local activity for consumers in Nigeria
Music, video, games - lower than global -Possible infrastructure issues
(-6)
*Based on 30 Hours + Mobile Phone weekly Average usage
ARE BRANDSWELCOME
ATTITUDEStoward mobile
marketing formats
in this intimate space?
9
Most users will tolerate mobile ads; some more actively embrace them.
Sample: smartphone SA and global averages10
Please indicate how strongly you agree or disagree with the following statements about your mobile device:
15%
24%
20%
37%
24%
26%
26%
29%
25%
17%
23%
19%
Strongly Agree Somewhat Agree Neither Agree Nor Disagree
I enjoy playing Advergames (games that incorporate ads/brands)
I'm happy to share my location to get more relevant services and offers
I'm happy to see ads in my apps as long as the apps are free
I'm happy to see ads on mobile websites as long as the websites
are free to access+24
+8
+10
+12
Nigeria Vs Global
Mobile ads are viewed more positively in Africa and India; attitudes to ads on tablets are generally also more favorable.
Sample: smartphone users
11
How would you characterize your attitude towards advertising on mobile phones/ tablets?
111112131314
171919
2223
3043
4848
2342
CanadaUS
SpainFrance
GermanyUK
TurkeyItaly
MexicoChinaBrazil
South AfricaIndia
NigeriaKenya
Global AverageAfrica Average
VERY/SOMEWHAT FAVORABLE, %
Sample: tablet users
916
1822
2825
2826
1930
2935
5139
55
2943
Sample: smartphone and/or tablet users, AMAP and global averages
How would you characterize your attitude towards advertising on….?
12
22%34%35%
40%45%
45%47%47%48%50%50%51%
56%58%
62%65%66%67%67%
70%72%
Non-opt-in email adsOnline music players
Local dealsGames
Websites/MicrositesDirect mail
Opt-in email adsOnline ads with video
Mobile adsTelemarketing
Online search adsProduct placement
Social media adsCinema ads
Online display adsTV ads
Radio adsMagazine ads
Newspaper adsBillboard ads
Social media news feeds
VERY/SOMEWHAT FAVORABLE, %Non-Digital Digital
+30
Nigeria Vs Global
However attitudes toward mobile ads (and digital in general) are less favorable than other media
+22+20+17+15+14+26+17+23+13+11+22
+19+25
+2+13+9
+15+9
+4+11
5
15
25
35
45
55
40 50 60 70 80 90 100
What’s driving advert favourability?
Sample: smartphone users13
Mobile ad favorability vs. device importance
Mobi
le Ad
Fav
orab
ility
Having a mobile device makes me more efficient
BRAZIL
GERMANY FRANCE
CANADA
UK
US
MEXICOITALY
CHINA
TURKEY
SPAIN
INDIA
NIGERIA KENYA
SOUTH AFRICA
Great favorability in markets where users agree:-
mobile = a more efficient life
Opportunity for products & services that seek efficiency as part of their proposition – e.g. Mobile Money, Mobile banking, Paying bill etc….e-commerce ….
Firefly Insights: Mobile ads can be associated with many positive archetypes...
COMPANION
“Offers information in different ways like a solution provider”
MEDIATOR
“I can compare prices, features and brands, before deciding on
what to buy”
SERVANT
“All my ‘questions’ about the brand/product are
answered directly”
HERO
“Offers help when I’min need”
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BULLY
“I hate it when ads interfere with my online activity, asking me to
click something that is unclear”
THIEF
“It steals the little space I have on my screen”
VAMPIRE
“It enters your space, as if it were going to harm
your phone”
REBEL
“It's rebellious, it interrupts me while I
play or work”
BUT if it invades clumsily, negative associations can prevail
Users have high expectations for mobile
15
And audiences can be receptive to mobile when it’s done right.
Mobile will offer an exchange of
tangible value
3Mobile
will know who I am
21Mobilewill be
competent
16
AND CAN PLAY MANY ROLES
MOBILEi s
FLEXIBLE
IN THE MEDIA MIX
17
Mobile ads have a greater impact on all brand metrics than online ads
18Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181 campaigns, n=127,191 respondents.
To an even greater extent in the relatively uncluttered African environment
19Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181 campaigns, n=127,191 respondents.
Huge variation in effectiveness between best and worst performing mobile display ads – Creative critical
Source: Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012 Overall Mobile N=181 campaigns, n=127,191 respondents. Delta (Δ)=Exposed-Control20
Percent Impacted: Delta (Δ)
Aided BrandAwareness
BrandFavorability
PurchaseIntent
Mobile AdAwareness
MessageAssociation
+16.3
+4.8
-4.3
+41.9
+17.3
+26.4
+10.1
-1.3
+14.3
+3.8
-5.2
+17.0
+4.3
-5.7
Mobile Best PerformersOverall Mobile PerformersMobile Worst Performers
-0.5
But the novelty factor has worn off in the developed markets with most metrics trending down... Africa has a window of opportunity
11%
11%
20%
22%
16%
35%
45%Visited the brand website
Clicked/Interacted with ad
Looked for brand in a store
Recommended the brand
Sent ad to a friend
Visited a site for similar brand
Purchased the brand
Sent a message or a comment to the brand
Posted the ad on my blog/profile
Sample: smartphone and/or tablet users, AMAP and global averages22
Which of the following actions have you taken as a result of seeing a mobile ad?Nigeria
Mobile display ads are just one element of a mobile campaign; use display to drive traffic to an optimized website for continued engagement
Beyond brand impact and interaction, mobile ad exposure mostly drives mobile website visitation and brand recommendation.
What types of companies or brands would you most like to see delivering services or features for your mobile devices?
Content – Fashion & Online shopping particularly popular in Nigeria, reflective of local cultures & preferences, with restaurants & QSR’s low Vs global
Sample: smartphone and/or tablet users, AMAP & global averages23
Telecomm-unications
9%
10%
16%
18%
22%
25%
26%
29%
30%
31%
31%
35%
44%
48%
50%
Quick service restaurants
Local restaurants
Retail stores
Drink products/brands
Automotive companies
Food products/brands
Hotels
Banks/Financial services
Airlines
Newspapers or magazines
Sports teams/leagues
Technology companies
Telecommunication companies
Online shopping sites
Fashion/Designers +24+11+19+4+7-1+4-20-1+5-1-11-22-14
Nigeria Vs Global
Online retail
Fashion Designers
24
The R.E.S.P.E.C.T PRINCIPLES
for a brand’s
MOBILE SUCCESS
25
MOBILE WEBSITES, AND
DISPLAY ADS
MARKETINGBEST
PRACTICES
f o r
Most kinds of mobile marketing can improve brand opinions if done well. LBM and deals unimportant in Africa – however this could be due to lack of familiarity with these types of marketing – limited use in Nigeria
Sample: smartphone users, Nigeria and global averages : LBM = location based marketing26
0%
12%
19%
20%
24%
32%
35%
39%
48%
They send or display information specific to my geographicallocation (like locations of stores, promotions)
They send or display deals or coupons
They let me do something entertaining like play a brandedgame or listen to a free song
They send or display information tailored to my interests(recipes / Sports Scores)
They send the latest breaking product news
They send me Facebook/ Twitter posts with links that work onmy mobile device
They offer an app for my mobile device
Their mobile website makes it easy to download their app
They have a good mobile website
When using your mobile phone or tablet, what can improve your opinion of a brand? Vs Global
+14
+10
+5
+12
-2
-5
-1
-23
-21
Nigeria
What makes a good mobile website?Ease of mobile search especially important in Nigeria
Sample: smartphone users, Nigeria / Afriica and global averages27
Unique to screen
Speed & display
Targeted13%
15%
18%
19%
24%
63%
68%
71%
Includes location based features
Looks better than the brand's regulardesktop website
More fun than the brand's regulardesktop website
Different features to the brand'sregular desktop website
Easier to use than the brand'sregular desktop website
Displays clearly on my mobile device
Loads quickly
Easy to find via mobile search
-8
-6
-3
-9
Vs Global
+24
+4
+10
-10
Nigeria
Mobile websites should be fast and functional
28
Simple is safest until network speeds improve
What makes a good mobile website?
don’t:feel compelled to outdo youronline website
forget mobile users are goal directed
do:make it fast
make it clean
make it easy to use
Balance entertainment with competence
29
Mobile display ads need clear branding, communication and call-to-action
30
What makes a good mobile display ad?
do: don’t:
make sure you have a clear call-to-action
make the ads interactive and engaging
target as tightly as possible
clearly brand your creative show your brand only on a product shot
clutter your ads with too much text or too many logos
repurpose online creative only to leave it cropped
use intrusive formats unless context is highly relevant
Favourable – if conditions are right Favourable – if conditions are right
Mobile Advertising – In A Nutshell
31
Ubiquitous mediumUbiquitous medium But under utilisedBut under utilised
More impactful on key brand metrics than on-line More impactful on key brand metrics than on-line
Drives traffic to websites Drives traffic to websites
Does have a role within the marketing mixDoes have a role within the marketing mix
Thank You
For further information please contact:CHARLES FOSTER
Regional Managing DirectorAfrica & Middle East
Millward BrownCell + +27112027129
Email: [email protected]