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March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net

Can you tell me about the last ad you saw tns

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Page 1: Can you tell me about the last ad you saw   tns

March 4-7, 2014 Ramada Hotel, Singapore

www.mrmw.net

Page 2: Can you tell me about the last ad you saw   tns

Title Sponsor Gold Sponsor Silver Sponsors

Bag Sponsor Workshop Host

Sponsor

Event App

Partner

Networking Reception

Partner

March 4-7, 2014 Ramada Hotel, Singapore

www.mrmw.net

Page 3: Can you tell me about the last ad you saw   tns

Association and Media Partners

March 4-7, 2014 Ramada Hotel, Singapore

www.mrmw.net

Page 4: Can you tell me about the last ad you saw   tns

©TNS 2014

Can you tell me about the last ad you saw? Presenting an alternative to recall, prompted awareness, and boring respondents to death Joe Webb Regional Head of Digital TNS Asia Pacific [email protected] @webbonthewebb

Page 5: Can you tell me about the last ad you saw   tns

©TNS 2014

Why do we need mobile?

Relevance

Reality Reach

Page 6: Can you tell me about the last ad you saw   tns

©TNS 2014

Offering greater reach to the research industry – Offering a view on ‘situational equity’

3

Page 7: Can you tell me about the last ad you saw   tns

©TNS 2014

Offering a more relevant way for respondents to answer our questions

4

Do you remember if you saw this

ad?

No, I don’t think I

did? Did I? Erm, yes…

Page 8: Can you tell me about the last ad you saw   tns

©TNS 2014

Iterative tracking will give a better (and faster perspective) on consumer realities

5

To give real time response – enabling business to act

Constant monitoring with ability to dig deeper

Social listening

Post Launch Comms Evaluation

Pre Launch

Positioning exploration

Strategic Dips

Issue-driven deep dive

Issue-driven deep dive

Mobile Brand and customer experience measures ! !

!

Early

warning

!

Continuous equity measures More accurate Less time -> allowing modular approach

TIME

Product Launch Campaign Launch Brand Planning

Page 9: Can you tell me about the last ad you saw   tns

©TNS 2014

And we want to go further…

6

Page 10: Can you tell me about the last ad you saw   tns

So how far have we got with real time tracking..?

7

Page 11: Can you tell me about the last ad you saw   tns

©TNS 2014

Battle of the product launches, just one week apart…

8

vs.

Samsung winning in market share

Apple winning in mind share

Note 2 launched on 04.09.13

5S launched on 10.09.13

Page 12: Can you tell me about the last ad you saw   tns

©TNS 2014

Measured via a diary-based longitudinal approach

9

4 Sept 18 Sept

Samsung Galaxy Note and Gear revealed

30 Sept 3 Sept 10 Sept

Recruitment 472 smartphone owners

Apple iPhone 5S and 5C revealed

2 week diary

Milestone 1 Milestone 2

Page 13: Can you tell me about the last ad you saw   tns

The two week diary measured exposure, as it occurred

10

Page 14: Can you tell me about the last ad you saw   tns

©TNS 2014

Highlighted the power of Apple’s PR machine, blow by blow…

11

70

50

30

10

70

50

30

10

“In an online magazine/newspaper”

Share

of

Mentions

Samsung Share of Mentions Rolling 5 day average

Apple Share of Mentions Rolling 5 day average

5th Sept. 10th Sept. 16th Sept.

Share of Mentions : Online news

Page 15: Can you tell me about the last ad you saw   tns

©TNS 2014

Showed how this disparity was echoed offline, where Apple were far more talked about

12

70

50

30

10

70

50

30

10

“Talking to someone”

Share

of

Mentions

Samsung Share of Mentions Rolling 5 day average

Apple Share of Mentions Rolling 5 day average

5th Sept. 10th Sept. 16th Sept.

Share of Mentions : Word of Mouth

Page 16: Can you tell me about the last ad you saw   tns

©TNS 2014

Samsung did managed to compete on Paid media however

13

70

50

30

10

70

50

30

10

“It was an advert”

Share

of

Mentions

Samsung Share of Mentions Rolling 5 day average

Apple Share of Mentions Rolling 5 day average

5th Sept. 10th Sept. 16th Sept.

Share of Mentions : Advertising (all)

Page 17: Can you tell me about the last ad you saw   tns

©TNS 2014

And their successful tactics on Facebook made it the only Earned media battleground they were able to compete in…

14

70

50

30

10

70

50

30

10

“On my social network/forum”

Share

of

Mentions

Samsung Share of Mentions Rolling 5 day average

Apple Share of Mentions Rolling 5 day average

5th Sept. 10th Sept. 16th Sept.

Share of Mentions : Advertising (all)

Page 18: Can you tell me about the last ad you saw   tns

©TNS 2014

It allowed us to very easily split out their performance across a variety of media channels on a per exposure basis

15

Date: 2013-09-18. Most recently updated: 18/09/2013 14:32

Type of Media: The Share of Mentions of Apple vs Samsung (Paid media)

0

10

20

30

40

50

60

Press TV Video website Talking to someone News portal

Samsung Apple Other

Page 19: Can you tell me about the last ad you saw   tns

And our dips uncovered any changes in brand image

16

Page 20: Can you tell me about the last ad you saw   tns

©TNS 2014

Despite losing on share of conversation, Samsung were making larger improvements in brand image across a range of attributes

17

% of users describing the brand as … (Image associations)

60

65

70

75

80

85

90

95

Innovative High Quality Worth paying more for

Samsung pre

Samsung post

Apple pre

Apple post

%

Page 21: Can you tell me about the last ad you saw   tns

In short, Apple’s launch plans drove greater interest in the market, but Samsung’s comms drove greater impact amongst their customers…

Novelty Affective impact

Relevance

Page 22: Can you tell me about the last ad you saw   tns

©TNS 2014

Did mobile fulfill our three criteria?

Relevance

Reality Reach

Page 23: Can you tell me about the last ad you saw   tns

©TNS 2014

Next steps – So how far away are we from the vision we presented earlier?

The Technology The Techniques

Fully Mobile Panel Pilot Partners

We have…

We need…

Page 24: Can you tell me about the last ad you saw   tns

©TNS 2014

Thank you Questions? Joe Webb Regional Head of Digital TNS Asia Pacific [email protected] @webbonthewebb

Page 25: Can you tell me about the last ad you saw   tns

Title Sponsor Gold Sponsor Silver Sponsors

Bag Sponsor Workshop Host

Sponsor

Event App

Partner

Networking Reception

Partner

March 4-7, 2014 Ramada Hotel, Singapore

www.mrmw.net

Page 26: Can you tell me about the last ad you saw   tns

Association and Media Partners

March 4-7, 2014 Ramada Hotel, Singapore

www.mrmw.net

Page 27: Can you tell me about the last ad you saw   tns

March 4-7, 2014 Ramada Hotel, Singapore

www.mrmw.net