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An overview of mobile media consumption and advertising opportunities in Thailand by Shiraz Kabir, Head - Performance Advertising, Inmobi and Phalgun Raju, General Manager, Inmobi
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THAILAND MOBILE MARKET INSIGHTS & KEY TRENDSShiraz Kabir, Head – Performance Advertising; Phalgun Raju, GM [email protected], [email protected]
World’s Largest Independent Mobile Ad Network
In-House & Award winning
Mobile Creatives FREE*Mobile Analytics, Real-
time tracking & reporting
1.3 Billion imps per
month reaching 7.2 MM users in Thailand
The Leading HTML5
Ad Creation Platform
InMobi LTVP, InMobi
IATLargest Independent
Mobile Ad Network
* Above a threshold media spend
~4 Billion
INMOBI THAILAND NETWORK REACH: 7.2 MILLION CONSUMERS
Quarterly Mobile Advertising Impressions
on the InMobi Network
MANUFACTURER’S SHARE OF IMPRESSIONS OS SHARE OF IMPRESSIONS
79%MOBILE WEB
21%APP
45%
45%
10%
MANUFACTURER’S SHARE OF IMPRESSIONS OS SHARE OF IMPRESSIONS
continues to be the top OS
in Thailand mobile marketNokia
GENERAL MEDIA CONSUMPTION IN THAILAND THAILAND
(INMOBI + DECISION FUEL RESEARCH)
109minutes104
minutes
42minutes
6.6 HOURS
THE AVERAGE MOBILE WEBUSER IN THAILAND CONSUMES
Using mobile(ex SMS/calls)
Online via desktop/laptop
Reading Magazines /Newspapers
What’s keeping the Thai consumer busy these days?
#1 MOBILE
98minutes
46minutes
6.6 HOURSOF MEDIA PER DAY
Watching TV
Listening to Radio
The average
mobile web
user in
Thailand
spends 27% of
his/her media
time on mobile.
#1 MOBILE
of mobile users are as comfortable with mobile advertising as they are with TV or online advertising76%
44% use mobiles as either
their primary or exclusive
means of going online
Mostly via desktop Evenly split between both Only/mostly via mobile
‘How do you typically go online to surf the web?’
12%12% 44%44% 44%44%
57% While watching TV
12% Spending time with family
11% Shopping
16% In the bathroom
10% in a meeting or class
46% Lying in bed
23% Waiting for
something
39% Commuting
10% social event
Where do users use
their mobiles?
1. Watching TV
2. Lying in bed
3. Commuting
16%
23%
23%
23%
38%
46%
Virtual experience /
Mobile banking
Search for general
information
Send and Receive E-
Entertainment
Social Media
GROWTH
What are users doing on their mobile?
7%
9%
15%
16%
Search for local
information and deals
Shopping
Bill payments
Virtual experience /
augmented reality
Mobile growth in
Thailand will come from
social media,
entertainment, e-mail,
search and mobile
banking
GROWTH
Sample size: n =817
COMMUNICATION
Email, Facebook, Twitter etc.
SHOPPING
Travel, purchases, banking etc.
ENTERTAINMENT
Videos, games, music etc.
GETTING INFO
Sports, news etc.
Mobile is becoming a preferred device for Thai consumers
43% 34% 26% 19% 34% 33% 17% 39% 27% 12%
0% 10% 20% 30% 40% 50% 60% 70%
4% 8%
49%
16% 45%27%
Two forms of media that most impact your purchasing decisions?
Mobile is catching up to most traditional forms of media in influencing purchasing behavior
49%
51%
Sample size: n =780
Awareness
Favorable opinion
Consideration
Introduced you to something new (38%)
Provided you with better options (18%)
Mobile Directly Influencing Decision Making
Mobile is impacting consumers’ purchasing behaviour even in this early stage of mobile evolution.
Consideration
Shopping
Sale
Helped you find something nearby (19%)
Influenced your in-store purchase (7%)
Caused you to reconsider a product (13%)
Influenced you to buy via your mobile (9%)
51% have spent
money on an activity via mobile
37%
58%
Buying services,
Buying physical
goods, including
electronics, …
Buying digital
goods, including
games, e-books, …
Thai consumers are buying over mobile now…growing
17%
Digital Goods
Physical goods
Services
21%
29%
Bill Payments,
including peer-to-
peer payments, …
Buying services,
including
purchasing …
Services
Payments
Mobile Advertising Timeline - Standard Banner to Rich Media
First Mobile
Banner Ad
Simple Rich
Media Ads
Immersive
Rich Media
Experiences
2004 201120102000
Tablet Ads
Introduced
2007 2012
1ST TEXT
AD SMS
Touch & Gestures
Introduced
Mobile Inline
Video
Proprietary
Mobile ads make consumers
want to interact with brands
KEY INNOVATION TREND: RICH MEDIA TO ENGAGEMENT MEDIA ADS
No longer just a landing
page with call-to-actions. It’s
about enabling the consumer about enabling the consumer
to engage with the brand
through app-like experiences
Proprietary
KEY AWARENESS & ROI ACTIVITIES ON MOBILE
Brand Awareness & Promotion through Rich Media & Audience TargetingTie together media strategies through
mobile
New High Quality App Users Cost Effective at Scale
Proprietary
Cost Effective at ScaleApp downloads
Increase Traffic/Lead GenCall/form Lead generation,
traffic acquisition
KEY TREND: CONNECTING TVC & MOBILE
On iPads, or in
smartphone applications
on high-end rich SDKs like
Gyroscope + Inline Video + Gamification
UNILEVER - SUNSILK
.
InMobi play video inline
in the creative to create
immersive branded
experience
Proprietary
KEY TREND: TECH – EXPERIENCE PRODUCT
On iPads, or in
smartphone applications
on high-end rich SDKs like
360 Product rotation + Store Location + Video
ASUS.
InMobi play video inline
in the creative to create
immersive branded
experience
Proprietary
STORE/DEALER LOCATION/LEAD GEN: Automobile Thailand
NISSAN SYLPHYTHAILAND
Coupon Link to Site
Store Locator Lead Gen Click to Share
Proprietary & Confidential
RETAIL – ENABLE CONTEXT & LOCATION
MCDONALDS MCCAFE FRAPPÉ
27% of consumers would
like to see store hours and
directions on mobile ads
to aid them in their to aid them in their
shopping experience
Weather
Store Locator Link to Site Click to Share
Proprietary
KEY TREND: PROMOTIONS & COUPONS
Drive consumers in-store by featuring a coupon or promotion
31% of consumers would
like to see coupons to make
more use of mobile ads
Creative Options:
Manufacturer coupons
Retailer specific coupons
QR code integration
TREND: MOBILE “EARNED MEDIA” THROUGH SOCIAL INTEGRATION
DRIVE FANS ON FACEBOOK PAGE
SHARE AD MESSAGE/ TVC/ INVITE/PROMO
SOCIAL ACTION TO ACCESS PROMO/INFO
SHARE/TWEET/LIKE FIRST TO:
Download CouponDownload whitepaperDownload whitepaperAccess special promo
KEY TREND: Rich Media App Download
SEGA Samurai Bloodshow
KEY TREND: ADVANCED & AUDIENCE TARGETING
Proprietary
INMOBI KEY AUDIENCE CATEGORIESB
USI
NES
S
YOU
TH
AFF
LUEN
T
SPO
RTS
WO
MEN
TRA
VEL
LER
S
MEN
TEC
HIE
S
Proprietary & Confidential
50
50
100
TV
Internet
Mobile
Reach
30
50
90
Targeting
90
80
70
Engagement
10
40
80
Viral
20
60
80
Transaction
MOBILE EFFICACY MUCH HIGHER VS OTHER MEDIA
20
60
40
50
Outdoor
Radio
TV
Efficacy of Mobile Ads vs. Other Media
Source: Mary Meeker, Chetan Sharma, January 2011
10
10
10
30
10
40
20
90
10
10
10
10
20
