Mobile devices are changing how consumers access healthcare information. Over half of adults in the US own smartphones or tablets, and many use them to research health topics, track fitness and nutrition, and find medical services. Physicians also increasingly use mobile devices for professional purposes like drug references, reading medical journals, and communicating with patients. Effective mobile advertising requires short, focused creative that clearly brands the message within the small format and leverages mobile's targeting capabilities. However, strong creative execution is still necessary to drive mobile advertising outcomes.

1. Mobile + Media + Health
#MediaMix
@KantarMediaHC

2. Mobile is changing access to healthcare information
Consumers
Over half the adult population (~139
MM) own smartphones or tablets
•
•
55% smartphone
35% tablet
Of these:
•
•
54% use for health-related activity
15% read magazines on device
Physicians
•
•
•
•
•
78% use smartphone for
professional purposes
51% use tablet for professional
purposes
45% use both
5 of 10 receive medical journals
via mobile device
6 of 10 search/read article
archives
Sources: Kantar Media – 2013 MARS Consumer Health studies
September 2013 Physician Sources & Interactions, Oct ober 2013 Physician Mobile Device Usage studies
www.KantarMedia-healthcare.com’

3. What does the “mobile health consumer” look like?
• 55% female
• 48% 18-34 (vs 34% of total online population)
• 47% parents (vs 38% of total online population)
• More actively engaged in their health: 7.2 MM have asked for specific
branded medication from their doctor
– Smartphone users 36% more likely than general population
– All mobile users 24% more likely than general population
Sources: 2013 MARS Consumer Health studies
www.KantarMediaNA.com
© 2013 Kantar Media
3

4. Top consumer health mobile app types
Fitness
Diet/Nutrition
Sympton checker
Tablet
Smartphone
Health testing/tracking
Locate pharmacy/clinic/ER
0%
10%
20%
30%
40%
Sources: 2013 MARS Consumer Health studies
www.KantarMedia-healthcare.com’
© 2013 Kantar Media
4

5. Smartphone and tablet usage for healthcare research
differs between 18-49 and 50+ consumers
68%
18-49
50+
40%
Own Smartphone
More likely to:
72%
39%
Own Tablet
Own Smartphone
58%
% used device for
health activities in
last 30 days
45%
24%
Own Tablet
61%
Track
exercise/workout
schedule
Look up first
aid/emergency
information
Track
exercise/workout
schedule
Look for
health/wellness
info at home
Track
meals/calories
consumed
Look for
health/wellness
info at home
Look up drug at
doctor’s or
pharmacy
Track
exercise/workout
schedule
Sources: 2013 MARS Consumer Health studies
www.KantarMediaNA.com
© 2013 Kantar Media
5

6. Mobile IS Social
Social networking is a reason for accessing the internet
among 2/3 of smartphone or tablet owners while just
over 1/3 among desktop /laptop only owners*
and Social IS Health
The number of adults using their phones to look
up health-related information has doubled
since 2011*
MARS Core Study - 41 million (2013), 19 million (2011)
Smartphone and tablet users are over 2x more likely than PC-only users to
visit and/or join health and wellness groups on social networking sites**
They’re content
creators.
They:
Post comments to health forums or blogs
Update wikis or a personal health website/blog
Create or upload videos
Update others on their status**
Sources: 2013 MARS Consumer Health studies
www.KantarMediaNA.com
© 2013 Kantar Media
6

7. Physicians’ top mobile activities
Among device users
smartphone
tablet
Maintain contact info
88%
Receive medical news
80%
Calendar
83%
Receive general news
79%
Text colleagues
78%
Webinars, online educ, CME
74%
Drug reference
78%
View video
72%
Receive general news
77%
Search/read archives of articles
71%
Receive medical news
76%
Document/image storage/sharing
68%
Email colleagues
76%
Research treatments/procedures
67%
Take static images
64%
Email colleagues
65%
Diagnostic reference
55%
Drug reference
62%
Take video images
48%
Diagnostic reference
62%
Sources: Kantar Media - Physician Mobile Device Usage study, October 2013
www.KantarMedia-healthcare.com’
© 2013 Kantar Media
7

8. Doctors and mobile apps
Types of apps installed
Smartphone
Tablet
Drug reference
Medical calculator
Diagnostic reference
Medical journal app
Physician/social networking
Access for E.M.R/E.H.R.
0%
25%
50%
75%
Sources: Kantar Media - Physician Mobile Device Usage study, October 2013
www.KantarMedia-healthcare.com’
© 2013 Kantar Media
8

9. Doctor-Patient communication
Doctors are increasingly connecting with patients via mobile
•
•
•
28% email their patients
24% text with patients
Of those that email/text patients on a mobile device
– half share links with patients – 2.5x more than doctors on average
– Twice as many e-prescribe
Sources: Kantar Media - Physician Mobile Device Usage study, October 2013
www.KantarMedia-healthcare.com’
© 2013 Kantar Media

10. Physicians & Mobile
Segmentation shows differences in mobile adoption and usage
“old
hands”
“open
adopters”
“not
interested”
“average”
Drug reference
91%
94%
69%
84%
Research treatments and
procedures
77%
79%
39%
61%
Search/read article archives
72%
80%
38%
58%
Receive medical journals
70%
70%
24%
46%
EMR/EHR
57%
56%
19%
36%
E-prescribe
51%
36%
12%
27%
Remote patient monitoring
42%
32%
10%
20%
Old hands:
• See more patients, write more prescriptions
• Proportionally more in 35-44 year old range
Sources: Kantar Media - Physician Mobile Device Usage study, October 2013
www.KantarMedia-healthcare.com’
© 2013 Kantar Media
10

11. Mobile + Media + Health
#MediaMix
@KantarMediaHC

12. Taking Advantage of the Tablet Revolution
Innovation Begins to Emerge for Magazine Apps
•
•
Tablet magazine content is moving away from
‘print replica’
Readers are being moved to enhanced
interactive experiences
INTERACTIVE GRAPHICS, EMBEDDED
VIDEOS, WELL-FASHIONED NAVIGATION
TOOLS
•
•
As digital editorial products have evolved, ad
formats and strategies are also changing
However, much of the advertising has still not
been fully optimized for tablet technology

13. Paving the Way on Tablet Advertising Insights
Kantar Media’s Approach
•
Measuring all ads in 70 consumer
magazine iPad apps
– Brand, Parent, Product Category
– Interactive features in the ads
•
Data analysis
– Jan-Sept 2012 versus Jan-Sept 2013
– 47,248 tablet ad units of which 961 were
healthcare
– Corresponding Print editions

14. Key Findings
1. Healthcare category is underweighted in Tablet as compared to Print
2.0% share of all tablet units versus 4.5% share of all print units
2. Tablet ad units up 13% YTD
OTC segment +20% Pharma segment +0%
3. 15% fewer Brands placing ads in tablets YTD (89 vs. 105)
One-half of this decline attributable to Brands that eliminated Print advertising in 2013
4. Print-to-Tablet conversion rate is 5x higher for OTC than Pharma
5. Only one healthcare Brand has used any interactive features in its tablet ads

17. Mobile + Media + Health
#MediaMix
@KantarMediaHC

18. Mobile Effectiveness:
From Creative to Commerce
NOVEMBER 13, 2013
@alirana

19. 450+
8,000
MOBILE CAMPAIGNS
500
DIGITAL
CAMPAIGNS
THOUGHT LEADERSHIP
Millward Brown Digital
WORLD’S
LARGEST
normative database
of digital advertising
effectiveness
CROSS MEDIA
CAMPAIGNS
13 YEARS OF DIGITAL INNOVATION
EMERGING
MEDIA
LABS
SPECIALIZED CLIENT GROUPS

20. Our mobile data comes from three sources
Ad Effectiveness Database
Norms based on ad effectiveness research conducted in the campaign
footprint
Mobile Behavioral Panel
Trends in observed consumer behavior based on our mobile panel
Survey-Based Research
Consumer research conducted via survey, primarily sourced from online
panels

21. IDENTIFYING
MARKETING
OPPORTUNITIES FOR
MOBILE
Mobile devices are
ubiquitous in consumers’
lives, but their value as a
marketing medium is
highest at certain
touchpoints

22. Mobile shopping habits are varied and widespread
Mobile shoppers engage in multiple activities; most are
transactional in nature. PC shopping is more heavily oriented
around research and consideration.
FOUND STORE INFORMATION
CHECKED THE STATUS OF AN ORDER
COMPARED PRICES
CHECKED TO SEE IF AN ITEM IS IN-STOCK
AT A SPECIFIC STORE
REVIEWED A PRODUCT DESCRIPTION
LOOKED UP SHIPPING INFORMATION
MADE A PURCHASE
LOOKED AT PRODUCT REVIEWS
LOOKED FOR COUPONS
Read as: 37% of mobile shoppers
(consumers using a mobile phone or
tablet to shop) looked for coupons
Source: MBD’s Retail Shopper Survey, April, 2013. Path to Purchase Survey, August, 2013. Q: Which of the following shopping related activities
have you performed on your mobile device in the past 3 months? Please select all that apply. Asked of recent mobile shoppers, (N=580)

23. There is a time for mobile shopping…
Mobile shopping activity indexes higher on the weekends and at either
end of the day when consumers are out and about (or on the couch!)
RETAIL VISIT DISTRIBUTION
BY DAY OF WEEK
RETAIL VISIT DISTRIBUTION
BY TIME OF DAY
Read as: 16.1% of mobile shopping visits
take place on Sunday compared with
13.1% of PC shopping visits.
24
21
19
13.1
13.6
19
19
15.1
14.2
14.8
12.7
14 14.1
14.1 13.8
15.3
12.7
10
8
Sun
Mon
22
17
16.4
16.1
24
Tues
Wed
Thurs
Fri
Sat
MOBILE
9
7
Early AM Late AM (Early PM Late PM Evening Overnight
(4-8)
(8-12) (12-4)
(4-8)
(8-12) (12-4)
PC
Source: Observed from MBD’s behavioral panel of metered panels of digital consumers between Jan and July, 2013. Mobile behavior is not
normalized to the mobile internet population. Mobile data should be interpreted as directional and proportional. Both shoppers and retailers
are defined by visitation to one of the selected 10 retail merchant properties.

24. But there isn’t really any one place – we shop
everywhere we use our mobile devices
Smartphone shoppers shop from a variety of
locations/context, while most tablet shoppers primarily engage
from home.
DISTRIBUTION OF MOBILE SHOPPING LOCATIONS / CONTEXT
2%
At Home
5%
8%
9%
In a Store
36%
10%
Commuting
Restaurant / Coffee Shop
SMART
PHONE
Out of Town
13%
5%
Waiting
Other
6%
5%
TABLET
4%
68%
14%
15%
Read as: 15% of mobile smart
phone shoppers cited “in a
store” as a place where they
did their mobile shopping.
Source: MBD’s Path to Purchase Survey, August, 2013. Q: From which of the following locations did you most use your smart phone / tablet to
look for information on [the product you were shopping for]? (Asked of recent mobile shoppers , N=544)

25. Mobile Shoppers have a Distinctive Profile
Mobile shoppers are more likely to consume tech, media, travel, leisure and lifestyle content. Other
content categories like news, weather, finance, navigation, productivity don’t demonstrate this mobile bias.
BARGAIN HUNTERS
MUSIC ENTHUSIASTS
TRAVEL ENTHUSIASTS
MOVIE ENTHUSIASTS
COLLEGE / EDU ENTHUSIASTS
GAME ENTHUSIASTS
Read as: Mobile shoppers
are 3X more likely to be
gaming enthusiasts than
PC shoppers.
DINING ENTHUSIASTS
TV ENTHUSIASTS
TECH ENTHUSIASTS
HEALTH / FITNESS ENTHUSIASTS
Source: Observed from MBD’s behavioral panel of metered panels of digital consumers between Jan and July, 2013. Mobile behavior is not
normalized to the mobile internet population. Mobile data should be interpreted as directional and proportional. Both shoppers and retailers
are defined by visitation to one of the selected 10 retail merchant properties.

26. Advertisers have seen success in mobile based on several
factors, including the ability to target on tight parameters
THE SIZE OF THE AD COMPARED TO THE SIZE
OF THE SCREEN
MORE FOCUSED AD COPY AND CONTENT DUE TO
SIZE OR TECHNOLOGY CONSTRAINTS
CONSUMER ACCEPTANCE OF MOBILE ADVERTISING
BETTER TARGETING

27. In fact, this targeting helps mobile outpace online
advertising across the board
MOBILE
+5.1
Aided Brand
Awareness
Ad
Awareness
+15.1
Message
Association
+9.9
+3.5
+4.2
+2.2
+3.8
+2.0
Brand
Favorability
+1.2
Purchase
Intent
+1.0
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q3/2013, N=2,156 campaigns, n=2,289,237 respondents;
Dynamic Logic’s AdIndex for Mobile Norms through Q3/2013; Overall Mobile N=394 campaigns, n=268,333 respondents.
Delta (Δ)=Exposed-Control
ONLINE

28. But the novelty factor has worn off: Mobile metrics
are trending down
Percent Impacted: Delta (Δ)
Mobile Ad Awareness
23.2
21.5
20.3
Message Association
15.3
13.5
Aided Brand Awareness
Purchase Intent
12
5.9
4.8
4.5
Brand Favorability
2.4
2008
10.3
6.2
4.2
2009
9.9
7.2
6.5
4.7
3.5
12.1
5.1
2.8
3.4
2.6
2.2
2010
Source: Dynamic Logic, AdIndex for Mobile Norms through Q4/2012
2008 N=22 campaigns, 2009 N=39 campaigns, 2010 N=65 campaigns, 2011 N=68, 2012 N=117, 2013 (through Q3) N=74
Delta (Δ)=Exposed-Control
2011
2.5
2012
11.5
8
5.9
4.6
4.4
2013

29. Effective targeting can boost the performance of the best mobile
campaigns, but it cannot compensate for poor creative
Performance Among Target
Mobile Best Performers
Average Mobile Performers
Mobile Worst Performers
Percent Impacted: Delta (Δ)
42.1
32.5
18.7
16.5
11.3
5.1
-5.0
Mobile Ad
Awareness
-1.7
-1.2
Aided Brand
Awareness
29
16.2
15.0
4.4
4.1
-5.2
Message
Association
Source: Millward Brown Digital’s AdIndex for Mobile Norms through Q3/2013
Overall Mobile N=394 campaigns, n=268,333 respondents. Delta (Δ)=Exposed-Control
Brand
Favorability
-5.3
Purchase
Intent

30. And, poor targeting can suppress the success of good campaigns and
increase the detrimental impact of the worst campaigns
Performance Outside Target
Mobile Best Performers
Average Mobile Performers
Mobile Worst Performers
Percent Impacted: Delta (Δ)
37.6
21.9
17.2
15.6
14.7
13.1
7.2
4.7
2.5
-1.9
2.7
-3.6
-5.3
-8.3
Aided Brand
Awareness
30
Mobile Ad
Awareness
Message
Association
Source: Millward Brown Digital’s AdIndex for Mobile Norms through Q3/2013
Overall Mobile N=394 campaigns, n=268,333 respondents. Delta (Δ)=Exposed-Control
Brand
Favorability
-8.6
Purchase
Intent

31. • A full logo (with brand
name) should be
placed in the corner of
every frame
Clear and persistent
branding is important
for building brand
awareness
A striking color
palette can drive ad
recall, but legibility
is paramount
MOBILE CREATIVE
BEST PRACTICES
• Use no more than two
messages – including
the tagline
• Text should take up
less than 50% of the
layout
Short, focused
messaging plays
well in mobile’s
small format
Consumers respond
to mobile ads that
give them
something back
• Use at least one – but
no more than two –
bright colors
• It can be difficult to
read text against a
dark background;
however, white
backgrounds may
blend into site content
• Offers with tangible
value
(coupons, games, usef
ul information) can
yield high impact
• Interactive elements
(like social integration)
can be more engaging
in rich media
31

32. Mobile Effectiveness:
From Creative to Commerce
NOVEMBER 13, 2013
@alirana

33. Mobile + Media + Health
#MediaMix
@KantarMediaHC