Microsoft PowerPoint - Mobile Modes- How to Connect with Mobile Consumers - Deck-EDWIN SCRIPT.pptx
WELCOME!WELCOME!GoodEarlyMorning!
1 ProprietaryandConfidential.2011AllRightsReservedProprietaryandConfidential.2011AllRightsReserved
M bil M dMobileModesHowtoConnectwithMobileConsumers
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ThemobileInternetisseeingexplosivegrowth
6/07
b
e
r
s
(
M
M
)
S
u
b
s
c
r
i
QuartersSinceLaunch
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2011AllRightsReserved
*Source:CompanyReports,MorganStanleyResearch Q3,2010
1 BackgroundWewillcover:
1. Background2. UsageGrowth&Consumption3 From Utility to Co Pilot3. FromUtilitytoCoPilot4. MobileModes5 What it All Means for Advertisers5. WhatitAllMeansforAdvertisers
4 ProprietaryandConfidential.2011AllRightsReserved
Ourcomprehensiveapproach
Betterunderstanding
oftheplaces,thetimesofday,
occasions andoccasionsandmindset
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2011AllRightsReserved
Thefourpillarsinourmethodology
Attitudes&usagestudyamongstn=2,554
Pastdaydiaryamongstn=1,495
d,
consumersaged1354
consumersaged1354
4dayimmersioni (i l di
Realtime,ond i diexercise(including
deprivation)withn=20consumers
aged 1854
devicediaryamongstn=75consumersaged
1354
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2011AllRightsReserved6
aged18 54 13 54
Whodidwetalkto?
factsf
Nearly yearsold30 1/271K HHIncome
1/2aremarried
39%areparents1/3 i iPh
60%Over have just72% havehadtheirphones1/3areusingiPhones
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2011AllRightsReserved
60%startedusingthemobileInternetOverhavejust72% have had their phonesforlessthanayear
U G h & C i
8
UsageGrowth&Consumption
MobileInternetcomplimentsPConlineusage
Pull of mobile InternetPullofmobileInternet71%agreethatIpreferandlikewebsitesthatIcanaccessonbothmy
PCandmymobiledeviceversusthosethatarejustaccessibleonmyPC
OftenmoreconvenientThemobileInternetis
physically&
thanPCorthelaptop.
Portabilityenablesmultitasking
emotionallyliberating
tasking
HowIwantit,whereIwantit
9ProprietaryandConfidential.
2011AllRightsReserved9 Qualitative/Q.Usingthescalebelow,pleasetellushowmuchyouagreeordisagreewitheachofthefollowingstatements.
Consumersexpectmobileoptimizedsites
Push towards PC/laptop Internet via mobile
IlikebeingabletousetheInternetonmymobiledevice,buttheexperiencecouldbe
b60%
PushtowardsPC/laptopInternetviamobile
better
I'msometimesdisappointedwhenwebsites/companiesdonothave applications
formymobilephone53%
I'msometimesdisappointedwhenwebsites/companiesdonothavespecialized
sitesformymobileInternetbrowser52%
63%(NET)
WhenbrowsingasiteonmymobileIexpecttheexperiencetobethesameastheoneI
getwhenbrowsingonmyPC50%
%Agree
10ProprietaryandConfidential.
2011AllRightsReservedQ.Usingthescalebelow,pleasetellushowmuchyouagreeordisagreewitheachofthefollowing
statements.
Comparedtoayearago,consumersspendmoretimeontheirmobileandlesswithtraditionalmedia
More time on...
R di
Moretimeon...
MobileInternet Readinganewspaper
Talking&TextingWatchingonline
videosonamobile ReadingamagazineListeningtoradio
Timeandlesstimeon...
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Time
11 Q1.Comparedtolastyear,pleaseindicatewhetheryouspendmore,lessorthesameamountoftimedoingthefollowing...?(Selectoneforeach)
Figuresshownetchangebydeductingthosewhoclaimtobedoingthislessoftenvs.ayearagofromthoseclaimingtobedoingitmoreoften
12
FromUtilitytoCoPilot
mycopilot
(Withouttheirmobile)Ifeltasenseofsadness.Itmademefeel
DISCONNECTEDandsomewhatoutofCONTROL.
Itslikethecellphone/mobileInternet
hasbecomecompletely
ItsmycopilotandIjustfeltNAKEDina
weird sort of way.
p yintegratedintomylifeat
thispoint.
y phelpstodriveme
throughlife.
weirdsortofway.
13ProprietaryandConfidential.
2011AllRightsReserved13 Source:Qualitative
Itisnotconfinedtobeingtrulymobile athirdofthetimeitsbeingusedinthehome
%oftimespentonmobileInternet
9%
10%
6%
7%
8%
4%
5%
Outofhome Inhome
1%
2%
3%
14ProprietaryandConfidential.
2011AllRightsReservedQM10.Wherewereyouwhenyouvisitedawebsiteorusedanapplication/apponyourmobile
enableddevicefrom[INSERTSTARTTIMETOENDTIME]todoeachofthefollowing?
0%6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am
ThetypicalmobileInternetdaylookslikethis
AverageshareoftimespentonmobileInternet
4.5 AverageamountoftimespentonmobileInternet:
i d
3.0
3.5
4.0 47minutesaday
53%saytheytendtosnackoncontentontheirmobile
1.5
2.0
2.5
Peaktime(basedonshareof
alltimespentonline
bil ) is
M
i
n
u
t
e
s
0.5
1.0
1.5 onamobile) is8:30am1pm
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0.06am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am
QM1.Whichprimaryactivitywereyoudoingfrom[INSERTTIMEPERIOD]?Selectone.QM3.Whileyouwere[INSERTPRIMARYACTIVITY]from[INSERTSTARTTIMETOENDTIME]didyou
doanyofthefollowingactivitiesatthesametime?(Selectallthatapply)
Oramoredetailedview(Quotesarefromconsumerswespoketo)
Waking up: From the moment I wake up ICommute to work: Pandora is useful for whenWakingup:FromthemomentIwakeupIusemymobileInternettogoto
weather.comanddecidewhatImgoingtowearbeforegettingoutofbed.
Commutetowork: PandoraisusefulforwhenFMradioisboring,andIneedsomemusicthatis
cateredtomyliking itkeepsmegoing,especiallyonthewaytowork. Atwork:Imatwork.Iwonderwhateveryoneelseis
doing. I dont want to seem unproductive so better
Goingtoameeting:Handsdown,theGooglemapsfeatureisamazing.Ithasliterallysavedme
hundredsoftimeswhiledrivinghereintheBayArea.Iuseiteverysingledaywhiledriving,taking
public transportation and while on foot I often
Socializingafterwork:Sometimessomethingwilljustcomeupin
conversationandtheeasiestthingtod i t h it t fi d
WatchingTVathome:IllbewatchingTVandgrabmyphonetogoonTwitterduringa
commercial.doing.Idon twanttoseemunproductive sobetter
checkmyFacebookfrommyphonehaha!BigBrotherITwillneverknow!
publictransportationandwhileonfoot.Ioftenwonderhowweallsurvivedbeforewehadsuch
advancedmappingdevicesavailable.
doistosearchittofindanansweranditsnicetobeabletodothat
withoutgrabbingmylaptop.
And:IfImatdinner,andIdontknow,whatsomethingisonthemenu,Ill
lookitupontheInternetrightthereandthen.
%usinginternetonmobilephone(weekdayorweekend)atthistime
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2011AllRightsReserved16 Source: Qualitative & Quantitative QM1/QM2
6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am
ThemobileInternetmeetsmanyneedsthroughouttheday
Mymobiledeviceallowsmetoaccessinformation Mymobiledevicequicklyprovidesthet ti h I dthathelpsmeinreallifecircumstances answertoquestionswhenIneedan
immediateanswer
Andonemetaneedof
AccessingthemobileInternet
wantingtoshareandcommunicate
withothers
curesmyboredomMymobiledevicealleviates
myanxietybyprovidinginstantanswerstomy
burningquestions
17ProprietaryandConfidential.
2011AllRightsReserved17 Q27.Usingthescalebelow,pleasetellushowmuchyouagreeordisagreewitheachofthefollowingstatements.
Mobileisobviouslya"communications"device...Past Day Mobile Internet Activity
Checked/sentemail,51%Viewed social network 41%
PastDayMobileInternetActivity
Viewedsocialnetwork,41%
Updated social network 24%UsedIM,28%
Updatedsocialnetwork,24%Sharedphotosorvideo,7%
Sharedphotosonline,7%Posted/wrote on a blog bulletin board forum or chat room 6%Posted/wroteonablog,bulletinboard,forumorchatroom,6%
UsedLocation basedservices,4%
Postedvideosonline,3%Usedvideoconferencing,4%
Visitedonlinedatingsites,2%
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....butitgoesonestepfurtherbykeepingusersuptodatewithwhat'shappeningcloseby
MymobiledeviceprovidesMymobiledeviceisavitalpart
of my social life and keeps me ininstantaccesstoeventsand
happeningsaroundme
ofmysociallifeandkeepsmeintheloop
Mymobiledeviceallowsmetoparticipatemoreinsocial
iti ( i lcommunities(groups,socialnetworkingsite,etc.)
19ProprietaryandConfidential.
2011AllRightsReserved19 Q27.Usingthescalebelow,pleasetellushowmuchyouagreeordisagreewitheachofthefollowingstatements.
Mobilekeepsconsumersinformedwithnews,weatherandsportsthemostvisitedwrittencontent
Typesofcontentread viamobileInternet
40%
39%
36%
Weather
National/Internationalnews&opinion
TV/movies
34%
33%
32%
LocalNews
SportsNews/Stats
Topheadlinesoftheday31%of
writtent t 31%
30%
26%
26%
Celebrity/Gossip/Beauty/Fashion
Music
Humor
Lifestyle/Health/Education
contentaccessed
daily
26%
23%
21%
18%
Lifestyle/Health/Education
VideoGames/Gamingrelated
Political
Electronics/Technology
20ProprietaryandConfidential.
2011AllRightsReservedQ10c.Whichtypesofcontentdidyoureadonyourmobilephonewhenyoulastwentonlineusing
yourmobiledeviceon(INSERTDAY)at(INSERTTIMEOFDAY)?Pleaseselectallthatapply.
18%
13%
Electronics/Technology
FinanceNews
Consumersturntovideoonthemobilewebforentertainment
Typesofvideos watchedviamobileInternet
50%
49%
42%
Music
Humor
Gaming
36%
34%
33%
Food/Health/Educational
Movieclipsandtrailers
Sports
20%ofvideo
content is
33%
32%
26%
FulllengthTVshows/Movies
Celebrity/Beauty/Fashion
News
contentisaccessed
daily
23%
23%
17%
Technology
Weather
Travel
21ProprietaryandConfidential.
2011AllRightsReservedQ10a.Whichtypesofvideosdidwatchedonlineonyourmobilephonewhenyoulastwentonline
usingyourmobiledeviceon(INSERTDAY)at(INSERTTIMEOFDAY)?Pleaseselectallthatapply.
17%
14%
Travel
Political
Aboutathirdofcontentconsumptionisathome.Videocontentisalongerandmoresocialexperience
WrittenandVideoContentSummary
Videocontent Writtencontent
Avg.timespentpersession 19mins 14mins
%oftimeathome 39% 37%
%oftimewithsomeoneelse 52% 48%
%oftimesharewithsomeoneelse 37% 21%
MotivationsRecommendedor
foundbybrowsingPartofgeneral
routine
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MobileMindsetMatters!
23
MobileModes
Mobileonlineusagecanbegroupedinto7modes
C t S h E t t i M I f Sh N i tConnect Search Entertain Manage Inform Shop Navigate
Connectingviavoice,
SMS,IM,email social
Usingasearchengine
tofindspecific
Playingmusicorgamesand
viewingentertainment
Managingkeyaspectsofyourlifelike o r
Readingnewsor
educationalarticles /
Purchasingorcomparing
pricesforgoods or
UsinganonlinemaporGPSsystem
email,socialmedia
specificinformation,likeahealth
relatedorlookingup
entertainmentrelated
videosandarticles
likeyourstockportfolioor
payinganonlinebill
articles/videos
goodsorservices
somethinglocal
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Connectingandsearchingarekeymodesforconsumers
Tasksundertakenonlineonasmartphone(shareoftotaltimespentperday)
38% 3%
7% Connect 32%
PCModesComparison*
7%
9%
Connect
Search
Manage
32%
10%Research
Connect
15%
Entertain
Inform
Shop
9%
27%
Manage
Entertain
10%
16%15%
Navigate11%
13%Shop
Inform
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QM6.Howmanyminutesdidyouspenddoingeachactivitywhenyouwereusingyourmobiledevicefrom[INSERTSTARTTIMETOENDTIME]?*Source:2010AdvertisingbyMindsetStudy,PC
Sharerepercentaged tomobilemodes
Shop
Appsaremostwidelyusedinconnect,informandnavigatemodes
ApporBrowserUsagebyMode
Connect Search Entertain Manage Inform Shop Navigate
27%
54%40%37%
g p g
65%61%54%
69%Useanapp
Usebrowser
35%
73%
39%46%
60%63%
31%
26ProprietaryandConfidential.
2011AllRightsReserved26 QM7.Didyoudotheseactivitiesonyourmobiledeviceusinganapplication(app)orbyaccessingawebsitethroughyourbrowser?
Halfthetime,mobilewebexperienceshappenwithsomeonedirectlyaroundthem
%TimeSpentonMobileInternetwithSomeoneElse/OthersParticipatingbyMode
h i f h i
60%56% 55%
61% 58%
I'mwithsomeoneelsewhileonmobileweb OtherstakepartinthisactivitywhenI'mwithothers
Connect Search Entertain Manage Inform Shop Navigate
44%
56% 55% 58%
50% 49% 49% 38% 49% 54% 53%
44%
13%
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QM12:Whowereyouwithwhenyouvisitedawebsiteorusedanapplication/apponyourmobiledevicefrom[INSERTSTARTTIMETOENDTIME]todoeachofthefollowing?Q15.Didanyofthe
followingpeopleparticipateinanyoftheactivitiesyoudidonyourmobiledevice??
50% 49% 49% 38% 49% 54% 53%
MoreopportunityforhomecrossdeviceconnectionwhenusersareinConnect,Entertain&Informmode
PastDayHome&OutofHomeMobileInternetUsagebyModes
Alotofactivitytakesplaceathome
37% 33% 38% 34% 37% 28% 20%
Connect Search Entertain Manage Inform Shop Navigate
ButOutofHome(i.e.working,shopping,atarestaurant,socialgathering,etc.)dominates
Athome
Outofhome
62% 66% 61% 65% 62% 71% 79%
28ProprietaryandConfidential.
2011AllRightsReserved28 QM10.Wherewereyouwhenyouvisitedawebsiteorusedanapplication/apponyourmobileenableddevicefrom[INSERTSTARTTIMETOENDTIME]todoeachofthefollowing?
Acrossallmodes,multitaskingwithPCismostcommon
WhatelsearetheydoingwhendoingthesetasksonmobileInternet?T 3 t k h d i h f th thi bil (P t d )Top3taskswhendoingeachofthesethingsonamobile(Pastday)
Connect Search Entertain Manage Inform Shop Navigate
30% 25% 32% 27% 28% 39% 24%30% 25% 32% 27% 28% 39% 24%
25% 22% 21% 18% 25% 22% 16%
18% 22% 17% 17% 18% 18% 15%
29ProprietaryandConfidential.
2011AllRightsReservedQ17.Whatotherthingswereyoudoingwhileyoudoingeachofthefollowingonyourmobile
deviceon(INSERTDAY)at(INSERTTIMEOFDAY)?
Watchingtv OnlineonaPCTalkingtopeoplearoundme EatingKey
Motivationsbymobilemodediffer
MotivationsforUsingtheMobileInternetbyMode
Connect Search Entertain Manage Inform Shop Navigate
Task/knowledgerequiredimmediately 13% 34% 12% 27% 12% 20% 47%
IssomethingthatI'mpassionate about 8% 8% 19% 7% 9% 11% 5%passionateabout 19%
Ispartofmygeneralroutine 53% 22% 32% 39% 39% 22% 19%
Foundbybrowsingorrecommendation 17% 25% 25% 14% 32% 37% 20%
30ProprietaryandConfidential.
2011AllRightsReservedPleasetellusifanyofthestatementsdescribeyourexperiencewitheachofthefollowingactivities
thatyoudidonyourmobilephone?
Andpeoplesmotivationsforeachmobilemodevary
Content,shoppingandentertainmentaremoreaboutbrowsingwhilemaps,onlinemanagementandsearchingforinfoaremoregoaloriented.
Navigate ShopEntertain InformConnectSearchManage
Accomplishing Browsingp gGoals
Browsing
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Arich&rewardingenvironmentforadvertisersadvertisers
Wh I All M F Ad i
32
WhatItAllMeansForAdvertisers
3in4consumersunderstandthatadvertisingispartofthemobileexperience
AttitudesTowardsMobileAdvertising
Pro,40%Agreewithanyofthesestatements: AfterIseeamobilead,Isometimeslookfor
moreinfo
Agreewithanyofthesestatements: ImokwithmobileadsifitmeansthatIcan
accessmobilecontentforfree
Agreewitheitherofthesestatements: Ifindadvertisingonmymobiledeviceintrusive
I find most mobile ads to be irrelevant75%o, 0% Imokwithmobileadsifitspersonalizedtomyspecificneedsandinterests Imokwithmobileadswhentheyareusefuland
relevant to what I am currently searching for
Anddonotagreewitheitherofthese: Ifindadvertisingonmymobiledeviceintrusive
Ifindmostmobileadstobeirrelevant
acceptthatd ti i i t
75%Accepting,35%
relevanttowhatIamcurrentlysearchingfor
Anddonotagreewitheitherofthese: I find advertising on my mobile device intrusive
Ifindmostmobileadstobeirrelevantadvertisingisapartoftheexperience
Rejecting,25%
Ifindadvertisingonmymobiledeviceintrusive
Ifindmostmobileadstobeirrelevant
33ProprietaryandConfidential.
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Q38.Belowisalistofstatementsthatmayormaynotdescribehowyoufeelaboutadvertisingonmobiledevices.Usingthescalebelow,pleasetellushowmuchyouagreeordisagreewitheachof
thefollowingstatementsaboutadvertisingonyourmobiledevice.
Around1in2consumersnoticeadsontheirmobile,especiallythosemale&younger
%RecallingSeeingaMobileAdLastTimetheyUsedMobileInternet
Averagenumberofadsnoticedpersession=23ads
45%
56% 54%
48%
39%
49%46% 48%
34%39% 37%
Total Male Female 1317 1834 3554 iPhone B'berry Android OtherOS
34ProprietaryandConfidential.
2011AllRightsReservedQ22.Whichofthefollowingtypesofmobileads,doyourememberseeing,ifany,whenyoudidthe
followingactivitiesonyourmobiledevice
Adrecall isstrongestinthemorning
%RecallingaMobileAdwhileUsingMobileInternet(shareacrossday)
8%
9%
10%
5%
6%
7%
3%
4%
%
0%
1%
2%
6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am
35ProprietaryandConfidential.
2011AllRightsReserved35QM14. Whichofthefollowingtypesofmobileads,doyourememberseeing,ifany,whenyouwent
onlineorusedanapplication/apponyourmobiledevicefrom[INSERTSTARTTIMETOENDTIME]?(Selectallthatapply.)
6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am
Peaktimeforadinteraction isduringbreaktimesandwhenwindingdown
MostLikelytoRespondtoMobileAds.
27%
30%
Assoonasyouwakeup
Whenpreparingforyourday
35%
31%
25%
Onthego
Whileworking
Whileatschool
30%
55%
31%
Whilerunningerrands
Duringbreaktime
Whilesocializing
30%
31%
45%
Whileeatingmeals
Whileshoppingorinastore
While you are winding down
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Q41.YoumentionedthatyouusethefollowingInternetsitesorapplicationsonyourmobiledevice.Thinkingaboutthevariouspointsofyourdaybelowpleasetelluswhenyoutypicallyaccess
informationfromthesesites.
45%
36%
Whileyouarewindingdown
Beforegettingreadyforbed/rightbeforebedtime
Adrecallandengagementvarybymobilemode
AdRecall/EngagementbyMode
Navigate Manage Search Connect Entertain Shop InformNavigate Manage Search Connect Entertain Shop Inform
51%55%
65%59%
AccomplishingGoals Browsing
35%
47% 45%51%
39%
55%
28% 26% 24%20% 23%
35%26%
37ProprietaryandConfidential.
2011AllRightsReserved37Q22.Whichofthefollowingtypesofmobileads,doyourememberseeing,ifany,whenyoudidthe
followingactivitiesonyourmobiledeviceon(INSERTDAY)at(INSERTTIMEOFDAY)?Q26.Didyouclickonthead/anyoftheadswhiledoinganyofthefollowingactivities?
Adrecallwhendoingthisactivity Adengagement(clickonad)whendoingthisactivity
Howshouldadslookandfeel? Howrelevantshouldadsbe?
How much of a relationship should I form?HowmuchofarelationshipshouldIform? Howopenareconsumerstoads?
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Humorous,bold,andgraphicrichadsattractconsumersmost
MostLikelytoRespondtothisFormofMobileAdvertising
Adsthatarehumorous Adsthatareserious61% 13%
Adsthatarebold(usesvividcolors,etc.)
Adswhicharemoresubtleanddiscrete47% 14%
AdsthatareinteractiveAdswhicharenot
interactive37% 20%
Adsthatincludeimages/graphicalelements
( id )
Adsthatincludevideoelements
39% 18%
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Q37Foreachofthefollowingsetsofdescriptorsnotedontheleftandtheright,pleaseindicatewhichwouldcaptureyourattentionthemostonyourmobiledevice.Note:Middlebarnotshownis
equallywouldrespondtoboth.
(notvideo)elements
Adsthatarerelevant,specificandgeographicallytargetedarealsoeffective
MostLikelytoRespondtothisFormofMobileAdvertising
Adswhicharerelevanttomyinterests/background
Adswhicharebroaderinfocus55% 13%
Adswhicharerelevanttolocalarea
Adswhicharebroaderinfocus47% 14%
Adswhicharerelevanttomycurrentlocation
Adswhicharebroaderinfocus45% 15%
Adsthatprovidealotofd t il d i f ti
Adsthatarevisuallyattractiveandprovide37% 20%
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Q37Foreachofthefollowingsetsofdescriptorsnotedontheleftandtheright,pleaseindicatewhichwouldcaptureyourattentionthemostonyourmobiledevice.Note:Middlebarnotshownis
equallywouldrespondtoboth.
detailedinformationp
littleinformation
Despitethesmallscreensize,consumerswantmobileadstopersonallyconnect
MostLikelytoRespondtothisFormofMobileAdvertising
Adsthatfocusesonthevaluethatthe
Adsthatfocusonpriceofproduct/service40% 19%
product/servicegivesmeproduct/service
Ads that focus on product
40% 19%
Adsthatmakemefeelastrongerconnectionwith
thebrand
Adsthatfocusonproductdetails/infoinsteadof
makingastrongconnectionw/thebrand
37% 19%
Adsthatkeepmeuptodateontheproducts/
services I already own/use
Adsthattellmesomethingnewaboutaproductor
service I already own/use36% 17%
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servicesIalreadyown/use serviceIalreadyown/use
Q37Foreachofthefollowingsetsofdescriptorsnotedontheleftandtheright,pleaseindicatewhichwouldcaptureyourattentionthemostonyourmobiledevice.Note:Middlebarnotshownis
equallywouldrespondtoboth.
Interactivityisalsoafeatureinmobileads,moresoinawebbrowserthananapplication
MostLikelytoRespondtothisFormofMobileAdvertising
Adsinamobileapplicationthatwasfree
AdsinamobileapplicationthatIpaidfor43% 14%
Clickableadsthattakemetowebsitesoptimizedfor
mymobile device/ screen
ClickableadsthattakemetothePCversionofa
websitetoviewonmy38% 16%mymobiledevice/screen
mobiledevice
Adsinmymobilewebbrowser
Adsinamobileapplication33% 17%
Adswithclicktocallfeaturesthatallowmeto
ll i di t l
Adswithoutclicktocallfeatures28% 27%
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callsomeoneimmediately
Q37Foreachofthefollowingsetsofdescriptorsnotedontheleftandtheright,pleaseindicatewhichwouldcaptureyourattentionthemostonyourmobiledevice.Note:Middlebarnotshownis
equallywouldrespondtoboth.
Advertisersshouldalsotakenotethatmindsetsdiffer
MindsetsbyMobileModes(Before/During/AfterConductedMobileActivity)
formode,impactingtoneofvoice
Navigate Manage Search Connect Entertain Shop Inform
Involved(i.e.engaged,immersed)
66 60 83 103 160 117 112Exploring 73 59 120 88 104 138 152
AccomplishingGoals Browsing
(i.e.curious)73 59 120 88 104 138 152
Senseofhappiness(i.e.happy,entertained)
80 64 79 122 117 95 81
Senseofpurpose(i.e.efficient,fulfilled) 129 136 108 88 83 122 73
Entertainme(i.e.distracted,bored)
83 63 99 103 129 123 101
Concerned(i.e.anxious,) 131 79 100 80 106 251 105
Answer Me
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AnswerMe(i.e.confused,frustrated)
180 120 146 75 71 134 79
Howdidyoufeelwhenyouvisitedawebsiteorusedanapplication/apponyourmobiledevicefrom[INSERTSTARTTIMETOENDTIME]todoeachofthefollowing?
Howtooptimizeyouradsbymode
Mode OptimizationStrategy
Inform
Strongadrecall.Consumersarehighlyengagedbutalsohaveasenseofdiscovery,soadsdonotnecessarilyneedtoberelevanttositecontent.
Adrecallandengagementishighest.Developcreativethatintroducesconsumerstonew,relevantproductsandoffersawaytopurchasethemmoreeasilyand/orata
Browsing
Shop, p y p y
lowerpricethanfromothersources.
Entertain
Goodadrecall.Adsshouldberelevanttositecontent.Opportunitytointroducebold,relevantadsthatentertainandgrabusersattention.
Connect
Ads canbemoreemotionalandinvokefeeling.Increaseengagementby keepingadspersonallyrelevantandtargeted.
Consumersaremoreopenmindedtoexploringtoadegree.Introduceconsumerstoinfo that is relevant to what they are searching for
Searchinfothatisrelevanttowhattheyaresearchingfor.
Manage
Potentialtogetannoyedishighifadisnotrelevanttothetaskathand.Considersponsorshiporsubtleadsthathelpconsumersaccomplishtheirgoal.
Accomplishing
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Navigate
Potentialtogetannoyedishighifadisnotrelevant.Adsthatareeasytouse,relevant,andreliablecanresultinhighadengagement.
p gGoals
CASESTUDY: Greatmobileadvertisingworksverywell,especiallywhenpairedwithonlinedisplay
Click through rates
Control Exposed
Clickthroughratesfortheexecution
werealso30Xhigher
71%+7%
+39%
38%
56%51%
47%
60%+24%
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OnlineOnly MobileOnly Online+Mobile
FINDINGS
RAPIDGROWTH:Consumersarespendingmoretimeontheirmobilephonescomparedtoayearago,f ll h b h b l b dspecifically,theresbeena54%increaseintimespentonthemobileweband29%increaseintimespent
watchingvideoonamobiledevice.Mostofthetimespentoccursbefore1PM.
MOBILEISNTALWAYSONTHEGO:Athirdoftotaltimespentonthemobiledeviceisspentwhileathomewithconsumersindicatingthattheyusetheirmobiledevicemostoftenduringdowntimesandbreaks
and/orfreetime.
THEMOBILEWEB,STARTINGTODELIVERACONTENTDRIVENEXPERIENCE. News,entertainment,sportsandfashionarethemostoftenconsumedwrittencontent. Whilemobilevideousageshiftsmoreto
entertainmentwithmusic,gaming,foodandmovietrailersleading.
MOBILE:OURCOPILOT&EXTENSIONTOONLINE. ThewayusersconsumeontheirmobiledevicemirrorsthemodeswithwhichusersconsumeontheirPC. Connecting,searching,&entertainingdominated
mobilewebusagewithnavigationbeingmorepronouncedformobilethanonthePC. Themajoritystatethatthemobilewebprovidesinformationtohelpinreallifecircumstances,isvitaltotheirsociallife,andp p , ,
evencuresboredom.
MOBILEADEXPECTATIONS. Thehighestproportionofadrecallisduringthehoursof6amto12pmduringwhichtheyareusuallyinconnect,search,ormanagemodes. Despitesmallscreensizes,consumers
desire bold, graphic rich, and targeted ads with the highest levels of ad receptivity when they are in
46ProprietaryandConfidential.
2011AllRightsReserved
desirebold, graphicrich,andtargetedadswiththehighestlevelsofadreceptivitywhentheyareinshopping,informingorentertainingmodes.
IMPLICATIONS
BEPARTOFTHEGROWTH. Evenwiththeexponentialgrowthofthemobileweb,theaudienceandtheexperienceisstillnew. Capitalizeonthefactthat60%arestilllookingforabettermobileInternet
experienceandoptimizePCwebsitestobemobileenabledtoengageagrowingaudience.
BE AROUND CONTENT A GROWING DAILY PART OF THE MOBILE EXPERIENCE Align your brands with BEAROUNDCONTENT,AGROWINGDAILYPARTOFTHEMOBILEEXPERIENCE. Alignyourbrandswithcontentthatachievesthemostscale,notablycontentofamoreprofessionalvarietylikenews,sports,and
entertainment.
USEDAYPARTSTOOPTIMIZEMETRICS. Adrecallisstrongestinthemorning,whereasadinteractionishighest during break time or free timehighestduringbreaktimeorfreetime.
INVESTINCREATIVE.Usemodestoensurethatyourmessagewillbewellreceived.Forexample,whenshoppingornavigating,interactiveadformatsrelatedtotheexperiencemightworkbest.Minorchanges
inyourcreativeexecutioncouldhavesignificantimpactonadperformance.
THEFUTURE ANEXCITINGPOTENTIAL.Giventhatconsumersdescribetheconnectiontotheirmobilesdevicesinhumanterms theircopilots,marketersneedtobeevenmorevigilantinflighting and
producingtherightadsfortherightcontext. Mobileadvertisingneedstoevolvetobethemostpersonalized,localized,andimpactfulgiventhesmallscreen.
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Th k Y !ThankYou!YAHOO!
AshmeedAliIraAmilhussin
LaurenWeinbergEdwinH.Wong
IPSOSIanWright
KevinJ.ThompsonYvonneDamm
DESIGNERDianaYoung
48ProprietaryandConfidential.
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Howcanadvertiserstakeadvantageofthemindsetforeachmobilemode?
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2011AllRightsReserved49
Connect
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concernedandsenseofpurpose
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Adengagement(clickonadswhendoingthistask)
Connect
Theresalsoanapplicationforeverywakingmomentpp y g(Mostcommonlyusedappsbyoccasion)
Wakingup Onthego SocializingWinding downWeather,56%
Utilities,42%
Communications,35%
Socialnetworkingapplications,31%
Navigation,73%
Communication,42%
Music,42%
Socialnetworkingapplications,39%
Working
Reference,46%
Productivity,43%
Breaktimes
Games&Fun,62%
Socialnetworkingapplications,33%
Communication 58%
Socializing
Socialnetworkingapplications,35%
Photography,33%
Communication,30%
Utilities 30%
Eating
Socialnetworkingapplications,29%
Communication,28%
Health&Fitness,25%
Shopping
Shopping,35%
Communications,23%
Search 21%
Windingdown
Socialnetworkingapplications,48%
Communications,42%
Games&Fun,42%g pp ,
News,30%
g pp ,
Search,38%Communication,42%
Socialnetworkingapplications,37%
Medical,36%
Communication,58%
Sports(NewsandInformation),53%
FantasySports,52%
Utilities,30%
FantasySports,27%FantasySports,23%
Sports(NewsandInformation),22%
Search,21%
Food,20%
Socialnetworkingapplications,20%
Books,37%
Entertainment,36%
Browser App
51ProprietaryandConfidential.
2011AllRightsReserved51QM7.Didyoudotheseactivitiesonyourmobiledeviceusinganapplication(app)orbyaccessinga
websitethroughyourbrowser?Q33.Thinkingaboutatypicalday,whattypeofapplications/appsdoyouuseonyoumobiledeviceduringeachofthefollowingstages?Selectallthatapplyforeach.
6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am
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