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Mobile: measurability unlocks spending
Gabriella BergaglioTNS Digital Practice Lead
Cristina ColomboTNS Consumer Insight Director
© TNS 2013
IAB Forum 2013 – Milan, 3rd-4th December
Storyline
11Device penetration and consumer behavior are aligned to offer advertiser a clear channel to a substantial audience
2Yet the industry is cautious on the value of mobile to brand yowners: main barrier to adoption of mobile marketing investment is data deficit in planning, campaign effectiveness and brand integration
3Passive data collection tackles mobile measurement h llchallenge
4Path to growthPath to growth
© TNS 2013 2
1Mobile device adoption is opening a new era of digital 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 p pdecision cycle
3
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
Smartphonepenetrationpenetration
2 0 1 2
Mobile share of time
© TNS 2013 4
Experience is key, sharing is mainstreamBrands have a powerful communication channel with consumersp
Proportion of people using mobile functions - Italy
59
62
75
90
Using calendar
Browsing the internet
Taking photos or videos
Sending / receiving SMS
52
53
58
59
Using Bluetooth
Sending / receiving emails
Listening to music
Using calendar
48
48
48
51
Sending / receiving MMS
WiFi connection in public areas
Playing games
Social networking
44
46
47
48
Using GPS
Using instant messaging
Applications
Sending / receiving MMS
19
22
25
39
W t hi li TV h
Scanning QR codes
Reading eBooks/news via an app
Streaming video
Activities with advertising potential – where users can be reached
19Watching live TV shows
© TNS 2013
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
Mobile provides a link between the ‘digital’ world and the real world, allowing users to access whatever they need, wherever they are. g y , yBrands can now meet contextual consumer needs
© TNS 2013 6
A disruptive effect in the in-store environment, particularly for younger consumersconsumers
Average % mobile activities in the path to purchase - Italy
At home In store Mobile
29
purchase
Activities carried out in store
16 15
Activities carried out in store
1216 15
10 11
Research at home
Research at the POS
Purchase in store via mobile (online, contactless payment)
Product information
Product review /social
Coupon
© TNS 2013 7
Base: Mobile users – Italy 993
F3a. Usage of mobile in the path to purchase
2Yet the industry is cautious on the value of mobile to brand owners
8
Ready but cautious
73% believe that mobile will be the fastestgrowing media for the next five years
65% mobile will be the primary medium for communicating with the 12 to 24 age 65%
64% believe that mobile search will overtake PC
g ggroup within two years
64%But…
search by 2015
32% do not fully agree that mobile inventory is good value for money compared to 32% is good value for money compared to other media
© TNS 2013 9
So why don’t we invest in mobile, in-line with how consumers spend their time?
Share of total digital ad spend (%) - Italy 93 7
ti Share of time with devices (%) – Italy
“Other device” not shown
76 21
Tablet SmartphoneLaptopDesktop
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,
© TNS 2013 10
Smart TV, Tablet, Smartphone. Smart TV not showneMarketer 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 advAudiweb Trends Sept 2013 penetration : PC + Smartphone connected individuals any place and device 19,5 million individuals –
Campaign measurement, planning and integration in the brand's strategy are key issues, the Australian industry says gy y , y y
1 52 47 Overall demographics of mobile internet Publishers are more
Understanding of global trends and issues - %
1
3
52
60
47
37
users
Browsing behaviour on mobile internet
likely to want more information about demographics of mobile users
8
10
56
53
37
37
How to integrate mobile into a brand’s strategy
H t l bil d ti i 10
2
53
77
37
22
How to plan mobile advertising
The range of creative possibilities of mobile for advertising
Key topics to support capability on and report
10 72 18 Possibilities for mobile ad campaign measurement
on and report updates/ developments
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
No idea whatsoever Aware of this but should learn more Completely across it
© TNS 2013 11
Key actions identified to increase mobile advertising spend are directly linked to addressing effectiveness, measurement, and y g , ,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%)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
Integration in the brand strategy is an issue because we do not yet know how mobile fits in
Does it help consumers…
Drive awareness Explore and select
Decide where to buy
Receive Customer Service
Keep in touch with the brand
Become aware of new products / brands that
Decide where to buy the product for the best
ll d l
Stay in touch, and keep up-to-date, with a brand brands that
are available
Explore different
overall deal
Use the product /
brand
products or brands and select the best one for my needs
p /service better and have questions answered about it
y
© TNS 2013 13
3i d t ll ti How passive data collection
tackles both the mobile measurement and the brand integration issues
14
Registering consumers mobile behaviour – the case of a European country
An application, which captures smartphone and tablet usage with a passivemeasurement approach is installed in every panelist devicemeasurement 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, carriedout in June 2012, observing for 4 weeks, a panel of 1109 smartphone and 96 iPadusers.
© TNS 2013 15
Mobile 360°/2012A European case
Smartphone e tablet have two different behavioural models in terms of content fruition
45%16%
25%
40%40%
© TNS 2013 16
Mobile 360°/2012A European case
And channel of fruition differs according to content/context
© TNS 2013 17
Mobile 360°/2012A European case
Granularity of measurement gets to singular activity: 18% of iPad owners has not visited the Appstore in the month we measured
- Tablet (iPad)
pp
( )
© TNS 2013 18
Mobile 360°/2012A European case
Users Typologies: The ‘Mobile Behave Segments’
16%I’m a heavyweight smartphone user, and you can tellfrom my behavior. My profile differs substantially fromthe others. I’m always adjusting my settings to use myphone as efficiently as possible. On top of all “regular smartphone activities” like Social Networking, gamingand WhatsApping, I like to Shop occasionally (not just AppStore shopping, also real Shopping). I’m not afraidto handle some of my financial matters online either. My data usage is a lot higher than my age!My data usage is a lot higher than my age!
© TNS 2013 19Mobile 360°/2012A European case
Actual behavior observation and segmentation provide key information on content fruition, unlocking correlations among activities done, g g
I’m a heavyweight smartphone user, and you can tell frommy behavior.
16%
y be a oMy profile differs substantially from the others. I’m alwaysadjusting my settings to use my phone as efficiently aspossible. On top of all “regular smartphone activities” likeSocial Networking, Gaming and WhatsApping, I like toShop occasionally (not just AppStore shopping also realShop occasionally (not just AppStore shopping, also realShopping). I’m not afraid to handle some of my financialmatters online either.My data usage is a lot higher than my age!
© TNS 2013 20
Mobile 360°/2012A European case
4Path to growthPath to growth
21
Multiple parameters provide a complete picture with profile, behavioral, purchase and contextual data, to obtain precise measurements of your p , p ycampaign effectiveness.
C t d j t d ti f i t i i bil t bl t tCurrent and projected proportions of campaigns containing mobile or tablet components
Mobiles Tablets% campaigns
h i l d% campaigns that
i l d bl% campaigns that include
mobile
% campaigns that include mobile next 2 years
that include tablet
include tabletnext2 years
28% 47% 15% 39%28% 47% 15% 39%
+68% +160%
© TNS 2013 22
Behaviors are changing according to platform: consumers fruitions is more and more customized, according to channels which best fit in the , gneed.
AppsCross device
Path to purchase
Cross device
On mobile web
www
Click-to-Call
The Full Value of Mobile
© TNS 2013 23
Mobile is embedded into media, working and shopping habits. Major advertisers recognize mobile as a crucial platform for marketing: g p gintegrate mobile into marketing strategy as a critical channel for customer outreach
Mobile offers conversion
Brand Activation
Mobile enables you to extend
Customer Experience
Mobile offers new ways of
Brand Building
opportunities by targeting customers close to the point
of purchase…
the service you offer, or develop new services
altogether…
expanding on your brand proposition, and new ways
to deliver it…
Mobile’s unique capability in providing the bridge between online and offline means it offers targeted opportunities across the consumer journey
© TNS 2013