Millward Brown AME AdReaction Study 2013
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Transcript of Millward Brown AME AdReaction Study 2013
Mobile AdReaction Study Africa & the world
By: Charles Foster – Millward Brown AME
“All roads lead to mobile in Africa “ - Marketing in the Mobile World
Mobile AdReaction
Study
2
Marketing in the
M O B I L E WORLD
Flow: 1. The size of the mobile opportunity… 2. How do individuals use and relate to
smartphones and tablets. 3. Exploring the roles that mobile can
play in the marketing mix. 4. Rules of engagement that mobile
marketers need to RESPECT in order to be successful.
5. Best practice guidance for delivering effectively in the mobile world.
AFRICA OVERVIEW
Conducted in 18 countries around the world for the past 5 years, including three countries in Africa for the 1st time in 2012
5
MEXICO
U.S. CANADA*
BRAZIL*
INDIA THAILAND**
KENYA NIGERIA
SOUTH AFRICA
CHINA KOREA**
INDONESIA**
FRANCE* GERMANY
ITALY
SPAIN TURKEY
UK*
*Quantitative only; **Qualitative only : 6,000 quant interviews – CAWI + mobile in Africa & India
Key Findings AT A G L A N C E
6
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 ads to grow brands IF simple best practice rules are
applied more conscientiously
5.
Opportunity Toleration
Effective RESPECT Best Practice
7
the huge OPPORTUNITY
MOBILE USAGE on the rise
Mobile is on the move
*Source: Morgan Stanley Research; **Source: Informa WCIS; ***Source: StatCounter Global Stats, 9/12; ****Source: Informa; *****Source: We are social 8
1.5 BILLION
smartphones and tablets will be installed globally by 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, head of Mobile at Google South Africa: On Device Research. 9
100 BILLION Mobile Advertising Impressions are served across Africa annually
50% OF PEOPLE ACCESS THE INTERNET VIA MOBILE PHONES IN NIGERIA, 70% IN EGYPT, 55% IN GHANA, 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.
Africa Research industry - mobile Mobile Vs Toothbrushes!
10
Mobile devices are seen as indispensable efficiency tools, especially so in Africa. Both personal and business tools.
Please indicate how strongly you agree or disagree with the following statements about your mobile device:
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
Africa Global
Strongly Agree
80% 33%
60% 30%
47% 21% 38%
62%
78%
33%
24%
15%
Strongly Agree
Somewhat Agree
54%
53%
75%
25%
32%
18%
48%
64%
88%
35%
23%
8% 33
India: 44% France:11%
Brazil: 44% China:9%
Turkey: 24% Canada:8%
18%
14%
11%
16%
16%
13%
13%
12% Reading Texts
SocialNetworking
Web or emails
Calls
Mobile devices act as central hubs in our lives; users spend more time social networking texting & on mail than making calls.
12
Social Networking
19%
Web or email 14%
Calls 11% Texts
15%
Apps 15%
Music 16%
Banking 3%
Games 4%
Video 3%
Share of Smartphone time spent in Africa (vs Global average)
(+6)
(+2)
(-5)
(+2)
(+4)
(na) (-6) (-5)
(0)
*Nigeria: 16% *Kenya:18%
14%
14%
13%
14%
15%
13%
12%
11%
121212
*Nigeria: 12% *Kenya:16%
Massive potential for growth in mobile marketing…
*Source: eMarketer; (Display only)**Source: Gartner Group 13
JUST 1% OF SPEND
globally is committed to mobile marketing*
2.5X BY 2016 mobile ad spend predicted to grow from
$6.4 billion (2012) to $18.6 billion (2015)**
ASIA LEADING
Asia/ Japan already biggest region ($4.3bn in 2012) and rising fast (est. $9.5bn in 2016)**
ARE BRANDS WELCOME
ATTITUDES toward mobile
marketing formats
in this intimate space?
14
Most users will tolerate mobile ads; some more actively embrace them, but in Africa we’re much more positive towards them
Sample: smartphone SA and global averages 15
Please indicate how strongly you agree or disagree with the following statements about your mobile device:
30%
51%
46%
66%
21%
16%
17%
22%
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
38%
49%
58%
66%
18%
13%
15%
15%
39%
50%
46%
66%
25%
17%
23%
19%
Strongly Agree / Somewhat Agree
Neither Agree Nor Disagree
Africa Global
Strongly Agree / Somewhat Agree
66% 42%
50% 38%
50% 41%
36% 27%
India: 56% Canada: 12%
China/Turkey: 39% Canada: 28%
India: 59% Canada: 24%
Mobile ads are viewed more positively in Africa and India; attitudes to ads on tablets are generally also more favorable. But…
Sample: smartphone users 16
How would you characterize your attitude towards advertising on mobile phones/ tablets?
11
11
12
13
13
14
17
19
19
22
23
30
43
48
48
23
42
Canada
US
Spain
France
Germany
UK
Turkey
Italy
Mexico
China
Brazil
South Africa
India
Nigeria
Kenya
Global Average
Africa Average
VERY/SOMEWHAT FAVORABLE, %
Sample: tablet users
9
16
18
22
28
25
28
26
19
30
29
35
51
39
55
29
43
Phones Tablet
Telemarketing
Games
Direct mail
Product placement
Local deals
Newspaper ads
Magazine ads
Billboard ads
Cinema ads
Radio ads
TV ads
17 VERY/SOMEWHAT FAVORABLE, % Non Digital
How would you characterize your attitude towards advertising on….?
Attitudes toward advertising on ‘non digital’ media are generally reasonably favourable.
Africa Global
71 51
69 51
58 41
69 48
64 50
65 47
46 44
47 38
41 32
41 25
41 28 30
37
40
45
46
51
55
63
64
67
67
43
47
37
46
56
78
70
75
52
75
80
50
40
45
51
35
67
67
70
58
66
65
Non-opt-in email ads
Mobile ads
Online ads with video
Online music players
Games
Social media ads
Opt-in email ads
Online search ads
Websites/Microsites
Online display ads
Social media news feeds
18
How would you characterize your attitude towards advertising on….?
However attitudes toward mobile ads (and digital in general) are less favorable than other media channels
Africa Global
69 42
57 36
48 36
50 39
47 45
53 33
41 25
37 23
45 28
42 23
18 18 18
30
32
35
37
39
40
40
41
44
59
13
48
55
42
47
65
53
59
58
64
75
22
48
47
34
40
56
47
50
45
62
72
VERY/SOMEWHAT FAVORABLE, % Digital
18 111888USA dislikes the most: 9%
5
15
25
35
45
55
40 50 60 70 80 90 100
What’s driving advert favourability?
Sample: smartphone users 19
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
MEXICO ITALY
CHINA
TURKEY
SPAIN
INDIA
NIGERIA KENYA
SOUTH AFRICA
Great fav 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 ….
Qualitative 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’m in need”
20
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
23
AND CAN PLAY MANY ROLES
MOBILE i s
FLEXIBLE
IN THE MEDIA MIX
Mobile ads have a greater impact on all brand metrics than online ads & are even higher than this in Africa
24
MOBILE ONLINE +2.1
+4.0
+2.2
+1.3
+1.2
Source: 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.
Percent Impacted (Δ)
Aided Brand Awareness
Brand Favorability
Purchase Intent
Ad Awareness
Message Association
+5.1
+17.3
+9.9
+2.5
+3.4
But the novelty factor has worn off in the developed markets with most metrics trending down... Africa has a window of opportunity
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-Control
26
Percent Impacted: Delta (Δ)
Aided Brand Awareness
Brand Favorability
Purchase Intent
Mobile Ad Awareness
Message Association
+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 Performers Overall Mobile Performers Mobile Worst Performers
-0.5
11%
11%
20%
22%
16%
35%
45%
Sample: smartphone and/or tablet users, AMAP and global averages 27
Which of the following actions have you taken as a result of seeing a mobile ad?
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.
Africa Global
41 33
33 22
18 19
19 15
17 12
11 16
13 14 16%
15%
16%
18%
20%
36%
44%
11%
6%
15%
16%
17%
30%
34%
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
166
India: 46%
28 Sample: smartphone AFRICA and global averages
What types of companies or brands would you most like to see delivering services or features for your mobile devices?
Mobile users want content from many categories Fashion, telco’s and airline content particularly popular in South Africa; Tech/Telco particularly popular in Kenya – mirrors local activity, whilst Retail & QSR's are low & well below global averages ; Fashion & Online shopping particularly popular in Nigeria, reflective of local cultures & preferences, with restaurants & QSR’s low Vs global
Sample: smartphone AFRICA and global averages
Quick service restaurants
Automotive companies
Hotels
Newspapers or magazines
Online shopping sites
Drink products/brands
Retail stores
Sports teams/leagues
Technology companies
Telecommunication companies
Local restaurants
Food products/brands
Airlines
Banks/Financial services
Fashion/Designers
16
18
24
26
26
29
30
30
30
30
31
33
37
44
45
12
31
29
32
37
22
22
39
58
58
27
30
23
46
38
9
22
26
31
48
18
16
31
35
44
10
25
30
29
50
Africa Global
44 26
40 31
30 26
29 26
23 32
44 25
41 31
33 24
23 27
23 19
37 37
30 32
26 26
24 17
12 23
30
The R.E.S.P.E.C.T PRINCIPLES
for a brand’s
MOBILE SUCCESS
Relevance
Engagement
Surprise & delight
Play to strengths
Exchange
Competence
Time & place
RESPECT for the mobile audience and platform will ensure a constructive future
31
and platform
32
MOBILE WEBSITES, AND APP’S
MARKETING BEST
PRACTICES
f o r
Most kinds of mobile marketing can improve brand opinions if done well. ‘Deals’ less important in Africa possibly due to lack of familiarity with this types of mobile marketing activity
When using your mobile phone or tablet, what can improve your opinion of a brand?
They let me do something entertaining like play a branded game or listen to a
free song
They send or display information specific to my geographical location (like locations of stores, promotions)
They send the latest breaking product news
They send me Facebook/ Twitter posts with links that work on my mobile device
They send or display deals or coupons
They offer an app for my mobile device
Their mobile website makes it easy to download their app
They have a good mobile website
12%
24%
15%
22%
26%
37%
40%
47%
18%
20%
33%
31%
32%
43%
47%
44%
19%
13%
20%
24%
34%
35%
41%
48%
Africa Global
46 34
43 29
38 30
31 35
26 20
23 26
19 21
16 20
What makes a good mobile website? Ease of mobile search especially important in Africa
Unique to screen
Speed & display
Targeted Includes location based
features
Looks better than the brand's regular desktop website
More fun than the brand's regular desktop website
Different features to the brand's regular desktop …
Easier to use than the brand's regular desktop website
Displays clearly on my mobile device
Loads quickly
Easy to find via mobile search
15
14
24
23
22
58
73
65
Africa Global
71 47
73 64
63 53
26 32
21 25
22 21
15 24
18 23 25
17
23
22
33
69
78
76
13
15
18
19
24
63
68
71
34
32222
India: 49%
Mobile websites should be fast and functional
35
Simple is safest until network speeds improve
What makes a good mobile website?
don’t: feel compelled to outdo your online website
forget mobile users are goal directed
do: make it fast
make it clean
make it easy to use Balance entertainment with competence
59
79
49
51
36
42
48
47
25
29
17
21
23
Not too complex
What makes a good app? Ease of acquisition especially important in Africa
Sample: smartphone and/or tablet users, AMAP / AFRICA and global averages 36
Easy to acquire
Competent
Clear
Africa Global
65 59
77 54
43 31
43 32
33 35
35 38
40 47
39 32
20 23
22 27
16 18
19 19
16 19
75
77
39
37
32
30
34
34
22
15
18
19
14
60
74
40
40
32
33
39
35
14
21
12
16
11
It is free to download
It is quick to download
It is easy to find on the brand’s website
It is easy to find in my device’s app store
It doesn’t bug me for a rating too often
It works for all software versions
It doesn’t crash
It has a clear and comprehensive description in the app store
It offers different features than the brand’s regular desktop website
It is easier to use than the brand’s regular desktop website
It looks better than the brand’s regular desktop website
It is more fun than the brand’s regular desktop website
It includes location based features
32
France: 21%
47
US: 53%
Make apps easy to acquire and easy to use
37
What makes a good mobile app?
don’t: 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 (better no app than a poor app)
do: be free if possible and easy to find
clearly explain what you offer, and what you’ve updated
focus on ease of use
deliver something of value
Key Findings AT A G L A N C E
38
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 ads to grow brands IF simple best practice rules are
applied more conscientiously
5.
Opportunity Toleration
Effective RESPECT Best Practice