Learn How Mobile Marketing Can Work For You

A Practical Guide: Making Mobile Work For You

Mobile Festival 2013

Manila, Philippines

Sharing from a 10-‐‑year journey of Mobile Marketing

learning and application in China

What have been the perennial challenges for Mobile in

brand building?

Key Challenges for Brand Builders

1.  Relevance o What role can/should Mobile play in brand building?

2.  Measurability o How do we measure Mobile’s effectiveness and ROI?

3.  Scalability o How do we ‘operationalize’ Mobile as part of the marketing communications mix?

Our learnings

Recognize the limitations but

build on the strengths of Mobile Mobile may not be an effective reach builder but can build consumer knowledge, support your main media

and drive engagement, conversion

A media ethnographic study using IVR* Mobile surveys capturing the insights of beauty-involved women (aged 35-44)

Determined which communication vehicles are most effective, in connecting with the consumer : Consumer ‘when-and-where receptivity’ to brand messages and channels

Scope: 2,300 respondents in Beijing and Shanghai

*Interactive Voice Response

Builds Consumer Knowledge (2006)

Sample Findings:

• Location: 47% at home; 32% in office; 13% in street

• 57% exposed to skincare/cosmetic ads the past hour; 20% exposed the past 5 minutes

• TV, Print are top media for skincare/cosmetic brand communication

• 76% ‘liked very much’ TV as a channel; 83% liked magazines

• Category recall: Prestige-35%; masstige-18%; mass-21%

• SKII and Olay topped in brand recall

Builds Consumer Knowledge (2006)

As a support medium, Mobile can •  Interact : creating more affinity for the brand •  Influence : leading to a call to action and participation •  Inform : providing key brand messages

Supports Primary Media (2002-‐‑2008)

Drives Engagement and Conversion (2007)

Mobile can •  Build communities, enabling consumer dialogue •  Drive brand trial and purchase (m-Commerce)

Insufficient planning and effectiveness measurement and data still limited Mobile’s role

Were we maximizing the potential of Mobile, especially in the context of its deep and wide user penetration?

Invest in data to measure the effectiveness and explore the broader applicability of Mobile

“The price of light is less than the cost of darkness.” Arthur C. Nielsen

We invested in systems and data that enable us to measure Mobile engagement

Eye Tracker®

Advantages of Third Party Panel�Measuring Mobile Ad Engagement via Eye Tracker®

•  Tracks Mobile banner ad impact based on user’s vision focus heat map •  Measures exposure and engagement based on 3 metrics:

1. Visible: Ads are at the edge of user’s central vision area 2. Scan: Ads go into consumer’s central vision area 3. Notice: Ads go to consumer’s central vision area and stay for processing (more than 5x eye fixation)

Visible Scan

Notice

Fixation Duration 0.15s

PC Banner Ads

0.89s

Smartphone APP Ads

81%

70%

44%

vs. �

Note: Smartphone APP ads include: pre-rolls, pop-ups and and banner ads

Users are more attentive to Mobile ads vs. PC ads

Measuring Mobile Ad Engagement via Eye Tracker®

Mobile Ad Index Surveys

Measuring key brand metrics via Mobile users

Methodology: ‘Pop-up’ survey

CONTROL GROUP (n=300)

Control Cell fielded one to two weeks prior to campaign launch. Banner invite included on mobile page inviting respondents to participate in a survey

EXPOSED GROUP (n=300)

Test Cell collected during campaign. Banner invite residing in same area as mobile ad invites respondents to participate in survey

More favorable brand metrics via Mobile

MOBILE ONLINE Aided Brand Awareness

Brand Favorability

Purchase Intent

+4.9

+15.6

+10.3

Ad Awareness

Message Association

+2.2

+4.3

+2.2

+3.3

+4.0

+1.4

+1.2

Source: Dynamic Logic MarketNorms for Online, last 3 years through Q4/2012, N=2,012 campaigns, n=2,324,781 respondents; Dynamic Logic’s AdIndex for Mobile Norms through Q4/2012; Overall Mobile N=320, campaigns, n=221,548 respondents Delta (Δ)=Exposed-Control

Measuring key Brand metrics via Mobile users

These systems enable Brands to develop more effective Mobile advertising messages that can

engage the consumer beeer

However, with the rapidly evolved, expansive role of Mobile, we had to expand our capabilities beyond

measuring engagement

The explosion of Mobile video viewing (300 million daily mobile viewers in Youku*) made it imperative to develop/

deploy our Mobile audience measurement system

*Youku is China’s leading on-line video portal

Leverage expert resources and build collaborations

to scale up and operationalize Mobile

Our vision is to develop internet and mobile audience measurement systems and common currencies (GRPs, R/F) that can be used in ultimately planning across multiple screens

We first developed/deployed China’s first internet audience measurement (i-‐‑GRPs, R/F) and planning/optimization system

In collaboration with our systems partner and key advertisers, we have now deployed an internet audience measurement (GRPs, R/F) and real-‐‑time on-‐‑line campaign planning/optimization system

China’s first internet advertising audience measurement and planning system

AUDIENCE MEASUREMENT: Matches real-time user on-line behavior with on-line user panels to generate iGRPs and R/F audience measurement

China’s first internet advertising audience measurement, tracking, planning system

iGRPs and R/F POST-BUY DELIVERY TRACKING : Tracks brand campaign iGRPs and R/F deliveries vs. plan, enabling on-line plan verification

PLAN MANAGEMENT: Real-time campaign GRPs, R/Fdeliveries tracking and access via customized dashboard enables prompt decision making and agile campaign plan adjustment

PLANNING/OPTIMIZATION: Access to real-time audience behavior (iGRPs, R/F) enables best-ROI based planning

BIG DATA: Our database of 4,000 campaigns, from 200 global/local brands across 400+ publishers, 2,000+ channels, 6,000+ positions and 900 Billion+ impressions empowers us to provide robust planning information

China’s first internet advertising audience measurement, tracking, planning system

With the capability to generate i-‐‑GRPs and R/F, we can now plan for combined effective R/F across multiple screens: TV, Out-‐‑of-‐‑Home and On-‐‑line

MULTIPLE MEDIA R/F ESTIMATOR: Multi-basing methodology enables the calculation of combined reach/frequency across TV, OOH and now, on-line media channels

PLANNING/OPTIMIZATION: Access to real-time audience behavior enables best-ROI based planning - - recommending the best combination across multiple media that will deliver the best reach at least cost

A cross-‐‑media planning tool that optimizes R/F in delivering the best ROI

On-line significantly improves on TV Reach

The next stage is to develop Mobile audience measurement (m-‐‑GRPs, R/F), tracking and

planning/optimization capabilities

Enables us to measure the reach of Mobile and integrate it in our overall multi-media (screen) planning

Developing Mobile audience measurement and planning currencies (GRPs, R/F)

Enables us to scale up Mobile advertising since we now have common audience measurement currencies (GRPs, R/F) and ROI metrics (CPRPs) across media

Our key challenge is the lack of a universal, single Mobile user panel:

•  In China, the state-owned telecoms do not allow access to their panels

•  Mobile Apps developers and content platforms/publishers measure their own separate panels

We will reapply the same principles/parameters deployed in our on-line GRPs and R/F measurement and planning system



There is an opportunity in the Philippines to deploy ahead of China A partner telecom provider can create a universal panel

A consortium of key brands can then fund and activate the Mobile user panel and audience measurement, tracking and planning system

Key takeaways

1.  Learn the relevance/role of Mobile

2.  Understand how to measure Mobile

3.  Build operational systems (data/planning) through collaborations