A presentation done by Telos Media Works and Millward Brown Beijing, sharing challenges and learnings on how to make mobile marketing relevant and measurable.

1.
A Practical Guide:
Making Mobile Work For You
Mobile Festival 2013
Manila, Philippines

2. Sharing from a 10-­‐‑year journey of
Mobile Marketing
learning and application in China

3. What have been the perennial
challenges for Mobile in
brand building?

4. 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?

5. Our learnings

6.
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

7. Builds Consumer Knowledge
(2006)
A media ethnographic study using IVR* Mobile surveys
capturing the insights of beauty-involved women (aged 35-44)
Scope: 2,300 respondents in Beijing and Shanghai
Determined which communication vehicles are most effective,
in connecting with the consumer :
Consumer ‘when-and-where receptivity’ to brand messages
and channels
*Interactive Voice Response

8. 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

9. Supports Primary Media
(2002-­‐‑2008)
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

10. Drives Engagement and Conversion
(2007)
Mobile can
• Build communities, enabling consumer dialogue
• Drive brand trial and purchase (m-Commerce)

11. 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?

12.
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

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

14. Eye Tracker®

15. 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)

16. Measuring Mobile Ad Engagement via Eye Tracker®
vs.
Smartphone APP Ads
Visible
81%
Scan
70%
Notice
PC Banner Ads
44%
Fixation
Duration
0.89s
0.15s
Users are more attentive to Mobile ads vs. PC ads
Note: Smartphone APP ads include: pre-rolls, pop-ups and and banner ads

17. Mobile Ad Index Surveys

18. Measuring key brand metrics via Mobile users
Methodology: ‘Pop-up’ survey
CONTROL GROUP
EXPOSED GROUP
Control Cell fielded one to
two weeks prior to
campaign launch. Banner
invite included on mobile
page inviting respondents
to participate in a survey
Test Cell collected during
campaign. Banner invite
residing in same area as
mobile ad invites
respondents to participate
in survey
(n=300)
(n=300)

19. Measuring key Brand metrics via Mobile users
More favorable brand metrics via Mobile
MOBILE
+4.9
Aided Brand
Awareness
Ad
Awareness
+15.6
Message
Association
+10.3
+3.3
+4.0
+2.2
+4.3
+2.2
Brand
Favorability
+1.4
Purchase
Intent
+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
ONLINE

20. These systems enable Brands to develop more
effective Mobile advertising messages that can
engage the consumer beeer

21. 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

22.
Leverage expert resources and build collaborations
to scale up and operationalize Mobile

23.
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

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

25.
China’s first internet advertising audience
measurement and planning 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

26. China’s first internet advertising audience
measurement, tracking, planning system
AUDIENCE MEASUREMENT: Matches real-time user on-line
behavior with on-line user panels to generate iGRPs and R/F
audience measurement
iGRPs and R/F POST-BUY DELIVERY TRACKING : Tracks
brand campaign iGRPs and R/F deliveries vs. plan, enabling
on-line plan verification

27. China’s first internet advertising audience
measurement, tracking, planning system
PLANNING/OPTIMIZATION: Access to real-time audience behavior
(iGRPs, R/F) enables best-ROI based planning
PLAN MANAGEMENT: Real-time campaign GRPs, R/Fdeliveries
tracking and access via customized dashboard enables prompt
decision making and agile campaign plan adjustment
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

28. 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

29. A cross-­‐‑media planning tool that optimizes
R/F in delivering the best ROI
MULTIPLE MEDIA R/F ESTIMATOR: Multi-basing methodology
enables the calculation of combined reach/frequency across
TV, OOH and now, on-line media channels
On-line significantly improves on TV Reach
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

30.
The next stage is to develop Mobile audience
measurement (m-­‐‑GRPs, R/F), tracking and
planning/optimization capabilities

31. Developing Mobile audience measurement
and planning currencies (GRPs, R/F)
Enables us to measure the reach of Mobile and integrate it
in our overall multi-media (screen) planning
Enables us to scale up Mobile advertising since we now have
common audience measurement currencies (GRPs, R/F) and
ROI metrics (CPRPs) across media

32. Developing Mobile audience measurement
and planning currencies (GRPs, R/F)
We will reapply the same principles/parameters deployed in our
on-line GRPs and R/F measurement and planning system
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

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

34. Key takeaways
1. Learn the relevance/role of Mobile
2. Understand how to measure Mobile
3. Build operational systems (data/planning)
through collaborations