1. Marketing in the Mobile World
AdReaction 2012
FAVORABILITY TOWARD MOBILE ADS VARIES AROUND THE WORLD
MY MOBILE
Europe %
DEVICE...
Italy 19
Turkey 17
65% UK
Germany
France
14
13
13
agree Spain 12
makes me efficient
North & South America %
60% Brazil
Mexico
23
19
agree USA
Canada
11
11
Asia
India
%
43
China 22
and is indispensable
Africa %
Kenya 48
Nigeria 48
South Africa 30
I take my smartphone
everywhere; life
collapses if I forget it!
MOBILE ADS HAVE 3 — 4X MORE
IMPACT THAN ONLINE ADS...
1.5
BUT ATTITUDES TOWARD MOBILE ADS ARE NOT
HUGE OPPORTUNITY
FOR GROWTH... YET FAVORABLE COMPARED WITH OTHER MEDIA
51% 51% 50% 48%
47% 45%
36% 36%
33%
...smartphones & tablets
Billboard/Outdoor
Networking sites
23%
(website display)
Brand websites/
will be installed globally
Social Media &
Opt-in-email
BILLION
by mid 2013, overtaking
Newspaper
microsites
Television
Magazine
laptops and PCs*
Mobile
Online
Radio
*Source: Morgan Stanley Research
35%
ON MOBILE, CONSUMERS MOST WANT TO HEAR FROM:
31%
37 Banks &
On % 32%
Financial Services
lin
eR
et a
il Newspapers
& Magazines
32%
Local Restaurants
Of users said that receiving
deals or promotions on
mobile improve their opinion
27%
et a i l S
tores es of the brand.
31% R irlin
26%
A
Technology
26%
Hotels
The ad gives me something, not just
trying to sell me. 9858 0113 3788 2355 0467 5920 55
MOBILE ADS DRIVE
CONSUMERS TO
PREFERRED MOBILE AD FORMATS MOBILE WEBSITES
Social media news feed posts 35%
& SEARCH
33%
Mobile search ads 25%
Augmented reality 24%
Mobile display ads 23%
SMS text 23%
Visited
the brand’s
In-app ads 21% website
31%
Searched for
the brand on
With my tablet I have more freedom. the internet
TOP 5 THINGS THAT MAKE TOP 5 THINGS THAT MAKE
A GOOD APP A GOOD MOBILE WEBSITE
59% 64%
54% 53%
47% 47%
38% 36%
32%
25%
Free to Quick to Doesn’t Works for Clearly Loads Displays Easy to Easier to Different
download download Crash all software explains quickly clearly on find via use than features to
versions updates mobile mobile desktop regular
device search website website
Their app was like eye candy. I would seriously consider
getting a membership based on how cool their app was,
it made it so easy to shop.
Source: Millward Brown Global AdReaction Study, November 2012
Integrated analyses from Millward Brown, Dynamic Logic
and Firefly Millward Brown