Exposure mobile media research
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Exposure uncovers mobile media consumption and attitudes to advertising
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Exposure mobile media research
- 4. voxpops depths media diaries walkabouts groups group 1 current users male 18-24 paym central london group 2 current users male 25-44 paym pinner group 3 current users mixed 45-64 payg mill hill group 4 current users female 25-44 payg mill hill group 5 current users female 18-24 paym birmingham group 6 lapsed/non users male 45-65 paym central london group 7 lapsed/non users female 18-24 payg pinner group 8 lapsed/non users male 18-24 paym birmingham current user, 0 2 current user, orange current user, vodafone current user, 0 2 current user, orange current user, orange current user, 3 current user, t mobile current user, orange current user, t mobile previous user, t mobile previous user, t mobile previous user, 0 2 previous user, 3 previous user, 0 2 non user, virgin non user, vodafone non user, orange non user, orange non user, t mobile interview 1 male, 21 vodafone paym birmingham interview 2 female, 45 vodafone payg birmingham interview 3 female, 36 Orange payg birmingham interview 4 male, 31 o 2 paym birmingham interview 10 male, 28 vodafone paym london interview 6 male, 38 vodafone paym london interview 7 male, 30 Orange paym london interview 8 male, 18 Orange paym london interview 9 female, 44 o 2 paym london interview 5 female, 27 3 paym london interview 1 female, 28, 3 payg birmingham interview 2 male, 48, Orange payg birmingham interview 3 female, 20, o 2 paym birmingham interview 4 male, 26, Orange paym birmingham interview 10 female, 21, 3 paym london interview 6 male, 25, Orange paym london interview 7 female, 26. vodafone paym london interview 8 male, 58, vodafone paym london interview 9 male, 35, t mobile payg london interview 5 male, 30, 3 paym london image unavailable
- 5. mobile media awareness & usage
- 6. 7 types of mobile media activity studied Personal (UG) media web bluetooth downloading music games email
- 8. usage under 25s 25 – 45 year olds over 45 mainstream selective tentative
- 9. are we prepared for change?
- 10. the role of mobile media for audiences 2nd function 2nd platform 1st solution
- 11. mobile media appeals to rational needs rational need always on immediate portable in hand ‘ quick fix’
- 13. who what where when why?
- 15. what? more than 3 in 4 accessed web on their mobile personal (UG) media web bluetooth downloading music games email 76% 55% 51% 51% 29% 29% 29% media diary: based on ALL usage of mobile media and entertainment across the seven days
- 16. where? nearly 60% of activity happened at home or work 20% travelling 23% at work 35% at home 22% in other locations media diary: based on ALL usage of mobile media and entertainment across the seven days
- 17. different usage habits by location media diary: based on ALL usage of mobile media and entertainment across the seven days
- 18. different usage habits by location media diary: based on ALL usage of mobile media and entertainment across the seven days
- 19. different usage habits by location media diary: based on ALL usage of mobile media and entertainment across the seven days
- 20. different usage habits by location media diary: based on ALL usage of mobile media and entertainment across the seven days
- 21. radio print TV media diary: based on ALL usage of mobile media and entertainment across the seven days when? 71% 59% 75% 90% midnight to 6am 6am - 9am 9am - noon noon - 4pm 4pm - 6pm 6pm - midnight
- 22. PC radio print TV media diary: based on ALL usage of mobile media and entertainment across the seven days when? 71% 59% 75% 90% 76% 73% 73% midnight to 6am 6am - 9am 9am - noon noon - 4pm 4pm - 6pm 6pm - midnight
- 23. mobile is the most accessed media channel from 12pm to 6pm PC mobile radio print TV media diary: based on ALL usage of mobile media and entertainment across the seven days when? 71% 59% 75% 90% 76% 73% 73% 86% midnight to 6am 6am - 9am 9am - noon noon - 4pm 4pm - 6pm 6pm - midnight
- 26. over half of all occasions last more than 10 mins 5 minutes or less 6 to 10 minutes 11 to 15 minutes 16 to 30 minutes 31 to 60 minutes More than an hour 57% 43% media diary: based on ALL usage of mobile media and entertainment across the seven days
- 31. mobile advertising choice MMS video ring back tone flash code / 2D code + video /MMS/wap local search search pre-roll video banner text link SMS push MMS picture 1D code (coupon) bluetooth + video/MMS/wap NFC tag + video/MMS/wap advertorial post-roll video application/widget outgoing call screen welcome screen screen saver MMS music alerts voice mail message closing screen SMS delivery notification idle screen sponsored content sponsored game location based advertising ring tone SMS shortcode mid-roll video sponsored video incoming call screen SMS / MMS
- 32. mobile advertising choice MMS video ring back tone flash code / 2D code + video /MMS/wap local search search pre-roll video banner text link SMS push MMS picture 1D code (coupon) bluetooth + video/MMS/wap NFC tag + video/MMS/wap advertorial post-roll video application/widget outgoing call screen welcome screen screen saver MMS music alerts voice mail message closing screen SMS delivery notification idle screen sponsored content sponsored game location based advertising ring tone SMS shortcode mid-roll video sponsored video incoming call screen SMS / MMS
- 33. mobile advertising choice MMS video ring back tone flash code / 2D code + video /MMS/wap local search search pre-roll video banner text link SMS push MMS picture 1D code (coupon) bluetooth + video/MMS/wap NFC tag + video/MMS/wap advertorial post-roll video application/widget outgoing call screen welcome screen screen saver MMS music alerts voice mail message closing screen SMS delivery notification idle screen sponsored content sponsored game location based advertising ring tone SMS shortcode mid-roll video sponsored video incoming call screen SMS / MMS
- 34. Video
- 35. banner advertising what the audience saw
- 37. sponsorship advertising - video
- 39. sponsorship advertising video same as TV
- 40. location based advertising Pizza Express 5m away 1 bedroom apartment W2 £350,000
- 42. location based advertising Pizza Express 5m away 1 bedroom apartment W2 £350,000
- 46. win–win?
- 48. advertising audiences warmed to… idle screen advertising personalised advertising location based advertising sponsored content advertorial banner advertising sponsorship - video sponsorship - games unsolicited SMS marketing call to action / direct promotions branding direct response NEUTRAL WARM COOL
- 50. creative getting personal control
- 51. Video
- 55. to sum up 3.5 hours mobile media /week over 50% 10 mins or more #1 media noon -6pm awareness & usage branding preferred audience warm to ads ad formats get personal right control creative guidelines
- 56. play
Hinweis der Redaktion
- Welcome over the next hour what audiences are aware of regarding media on their mobile What is being used and why what audiences think of advertising and ad formats reactions to mobile advertising is not established nearest familiarity is web prove mobile has learned from web OPPORTUNITY – CULTIVATE POSITIVE ADVERTISING EXP. ON MOBILE UNDERSTAND USERS THROUGH THIS QUALITATIVE PIECE OF RESEARCH
- About the research The research was conducted by Basis from July to September 2007 It is a qualitative research study that seeks to answer more questions about why and what people are doing with their phones as opposed to how many people are doing things with the phones nearly 150 people were interviewed for the research and the study consisted of 5 parts: vox pops, media diaries, accompanied walkabouts, depth interviews and focus groups Voxpops covers (sample all people) awareness some usage (what) NO scenarios used NO why --------------------------------- Walk/depths (regular users) covers why use situations used motivations / barriers to use NO Advertising perception of formats --------------------------------- GROUPS (sample all people) advertising cost what is acceptable/ not acceptable --------------------------------- Diaries Detailed info on situations context of W,W,W,W,W
- Internet: sports, news, travel info, maps, entertainment etc… music: (listening to radio / music) bluetooth email gaming downloading (music, games, ring tones, jokes, video etc…) personal media (own videos, pictures, picture messaging, video messaging etc..)
- FROM THE VOXPOPS Awareness correlates with age under 25s High awareness of full internet capabilities (off mobile operators portal sites), TV, Bluetooth, infrared, synching capabilities. Youth are most likely to be experimenting with their phones: music web, TV. Confidence with how to use their handset and the capabilities of their phone greatly increase exploration They are keen for their mobile to evolve and improve 25 -44 year olds Some internet awareness of top internet sites (ie accessing hotmail / email), ‘phone specific’ WAP sites, with the more astute being aware of GPS and Sat Nav capabilities perception that services are ‘phone specific’: screensavers, ring tones, mobile phone games… is the full internet really available? Over 45s Little awareness (or interest) in media capabilities on a mobile phone beyond picture messaging. Aware that there is a lot available and the youth are keen to use different things but not exactly sure what. Some comment on using 1-2 media services that are perceived to be for pragmatic / useful purposes. Ease of use, interest and technical ability are major barriers
- Under 25s – mainstream mobile with MP3 player mobile media = social currency access mainstream internet sites entertainment is key driver waiting for TV price technology Selective 25-44 year olds MP3 player & mobile separate mobile media = keeping up to date access mobile specific sites & mainstream email is key driver limited mobile content appeal brief, to the point less clutter Over 45s tentative MP3 not mentioned mobile media = functional need met information is key driver: news & sport little downtime to use value ‘ switching off’
- entertainment online becomes mainstream (more than 50%) in 2006 how long for mobile? are we prepared for the changes in behaviour as more media has mobility and audiences consume media on mobile?
- Media services on a mobile are… a secondary function to calling / texting. people become accustomed to media on their mobile BUT still phones FIRST – same as any other media though (abandon to answer phone) perception is that media on mobile will be integral a secondary platform . For most media SECOND CHOICE option when other media platforms are unavailable. Mobile complimenting media consumption and increasing time with media when other media platforms unavailable most importantly a media solution . Increasingly amongst those who are comfortable with media services on their mobile, the mobile phone is becoming a primary media solution and being used in its own right for the advantages it brings. Instances when media services on mobile is advantageous TV / PC already in use habitual quick checks for information / topics relevant to user sports, news, facebook, ebay pure convenience! it’s quicker to access than the PC when sitting comfortably on the couch Mobile exclusive content such as games great solution when on the go less clutter, the content is light and to the point which is perceived by some to be an advantage
- Rational needs met (R) R. convenient – in hand, always with you R. an immediate experience (ie looking at banned sites at work on your mobile) R. always on, quicker than PC R. mobile is waiting at the push of a button to connect R. portable Instances when media services on mobile is advantageous TV / PC already in use pure convenience! it’s quicker to access than the PC when sitting comfortably on the couch Mobile exclusive content such as games great solution when on the go less clutter, the content is light and to the point which is perceived by some to be an advantage
- there - habitual quick checks for information / topics relevant to user – it there and satisfies need sports, news, facebook, ebay simple – little technical skill is required to access media on a mobile, perceived to be unthreatening even to less technically literate undemanding – low commitment to connect, menu driven at the click of a button, choices are not overwhelming discovery, fun, novelty – when being used as a social tool, the media being used on a mobile can help connect circles of friends and be used as a point of connection and conversation. Friends share mobile experiences and discovery in social situations feeling connected (email, social networking) personal - Own media channel waiting for you ‘my phone and my media space’ – highly emotive
- The next few slides will look at mobile media consumption based on the data collected from the media diaries. This information gives us an early indication of what mobile media consumption will be like when it becomes more mainstream Common preconceptions on the go by yourself when out short ‘snacking’ late evening?
- nearly 450 usage occasions over the week Internet: sports, news, travel info, maps, entertainment etc… music: (listening to radio / music) bluetooth email gaming downloading (music, games, ring tones, joke, video etc…) personal media (own videos, pictures, picture messaging, video messaging etc..)
- % of respondents who accessed these media throughout the week by daypart What / when day parts Morning 6am – 9am email Late morning 9am-noon email and internet Early afternoon noon – 4pm all activities undertaken Late afternoon 4 – 6pm internet (sports info) / gaming Evening 6pm – midnight all (slightly more gaming / bluetoothing) the day parts are being impacted if we think at how disruptive online has been to linear consumption consider what mobile will do? NEED TO THINK BEYOND THE LINEAR SCHEDULE
- % of respondents who accessed these media throughout the week by daypart What / when day parts Morning 6am – 9am email Late morning 9am-noon email and internet Early afternoon noon – 4pm all activities undertaken Late afternoon 4 – 6pm internet (sports info) / gaming Evening 6pm – midnight all (slightly more gaming / bluetoothing) the day parts are being impacted if we think at how disruptive online has been to linear consumption consider what mobile will do? NEED TO THINK BEYOND THE LINEAR SCHEDULE
- Mobile is fundamentally changing behaviour most accessed media in the daytime With mobile you have the ability to access any other media % of respondents who accessed these media throughout the week by daypart What / when day parts Morning 6am – 9am email Late morning 9am-noon email and internet Early afternoon noon – 4pm all activities undertaken Late afternoon 4 – 6pm internet (sports info) / gaming Evening 6pm – midnight all (slightly more gaming / bluetoothing) the day parts are being impacted if we think at how disruptive online has been to linear consumption consider what mobile will do? NEED TO THINK BEYOND THE LINEAR SCHEDULE
- DISCREET MEDIA when uninterested in other peoples media choices / need a diversion partner watch big brother - a quick personal entertainment solution when other media is not ‘personal’ enough – checking sports scores, ecommerce activities in private (ebay bid on a gift), accessing adult content or Facebooking your EX!! avoid disturbing others (ie playing music, games) ACCESS & AVAILABLE no internet at home only source for gaming (ie no home games console) other media sources are in use quicker to access than a PC / games console STAYING CONNECTED staying connected anywhere in any room – in bed, in the bath! social networking sites, email, IM’ing in bed
- Compliments sharing / social moments sharing files, music settles trivial debates with a search novelty and hot gossip information to stimulate conversation… Where: pubs, friends houses, uni breaks Compliments ‘downtime’ / ‘me time’ moments general browsing / habitual checks downloading, playing games, emailing Where: commuting, lunchbreaks, when waiting (for bus, train, friends etc..), @ work, while exercising Compliments ‘urgent’ need moments searching for urgent information – a cab number, traffic reports, location based information, directions when lost quick checks that can’t wait for another media source to be available: sports news, news email, ebay, facebook Where: in the car before starting a journey, @ events like glasto, when lost!
- short duration of mobile activity (i.e. less than 15 min.) checking sports/sports news checking news Bluetooth e-mails whereas the longer duration (i.e. 30 in or longer) playing games listen to music downloading music
- The Future for media services on mobiles all unanimously agree things are only going to get better audio / video battery life camera and music players storage capabilities more media choices from one device like at home experience speed will increase to enable real time capabilities (live TV streaming) always on and unlimited access services / bundles the cost will come right down pent up demand from young techy males - seamless experience between PC and mobile; anything you can do on your PC can be done on the mobile
- AD FORMATS ON MOBILE 8 formats were tested in focus group sessions (8 groups x 8 people 2 hours long). In the focus groups each format was introduced and insights regarding acceptability and how best to use formats was identified. General themes on how to manage mobile advertising we also identified.
- Strategy Analytics believes the rate of advertising insertion in page views will soar from 2% of pages in 2006 to 32% in 2011. This assumption largely explains the vigorous growth in advertising expenditure on the mobile Web (i.e. the revenue captured by the players in the value chain).
- Ads which appear on your mobile screen... ... click through to access more information
- Banners Generally no issue like the web but smaller – used to seeing suitable for mass market brands and campaigns when non targeted banners are rationalised as part of the media on mobile package – assume commercial messages will happen eventually. what happens when you click? click to call? microsite? another page within current site or another site? an offer? a download? richmedia?
- Some video clips could include a sponsorship message or short advert, along the lines of what already happens on TV or the web ... or the sponsor's logo could perhaps be visible on screen throughout while you're viewing the clip
- Video sponsorship In general positively received High tolerance for: Logos and static messages not too prominent while watching 5- 10 second ads seem about right BUT depend on video quality/length of the content Try to be entertaining in their own right Long ads diminish sense of control for user Ads that are interrupting users activity too much. User may abandon service as a result
- On Broadcast TV, then it should be on mobile – expect to see the same Different tolerance for an on demand download though
- Your phone could detect where you are show amenities in the local area advertisers and sponsors would pay to have their information shown on screen for example restaurants and shops estate agent property information / finder taxi companies, etc.
- Local Advertising If done as an alert, must be opt in, or user prefers to seek info With maps the brands and commercial details should not be obstructive Spontaneously mentioned areas of interest for commercial messages: restaurants, pubs, bars, local taxi, train, tube and bus info, hotel directions, internet cafes, wifi hot spots, retail information (opt in by requested category or shop) Phone being able to act as a sat nav, the ability to be in an area and receive alerts for which houses within a pre-defined area are for sale /rent
- mentioned areas of interest for commercial messages: restaurants, pubs, bars, local taxi, train, tube and bus info, hotel directions, internet cafes, wifi hot spots, retail information (opt in by requested category or shop)
- While you're not using your phone, instead of a blank screen or plain wallpaper, it could display sponsored information for example weather information and forecasts traffic reports headlines and gossip sports results music and new release info
- Idle screen advertising Fulfilled users needs for control A form of advertising that is seen as adding value to mobiles services rather than just an advert to be tolerated Perceived little demand on the user other than set up Perceived to not intrude on the user-phone relationship Need to make sure does not interfere with primary functions like making calls
- Loads of spontaneous mentions for how best to use: news headlines, sports headlines, sports results, gossip / showbiz, TV promotions, upcoming shows, traffic, travel, lottery numbers, cinema listings, cinema coming soon, new music releases, stock market info, financial info
- Potential Reach & Scalability personalised benefit led = engaging everyday exposure time targeted interactive?
- How to get it right in the eyes of audiences branding Without opt in user will accept most brand messages Should not hijack screen wallpaper though As direct sales promotion some opt in preferred some personalisation / or preferences (ie next one day sale, Debenhams blue cross sale, BA 48 hour flight sale etc…) less of this is type of message is more. don’t want direct sell every time select from a range of services of interest sales message that support when something is happening are deemed highly relevant so as not to miss an opportunity Call to Action (DR) messages Prefer opt in only Preferences chosen before hand on types of messages Personalisation preferred or may be too invasive Few are interested in push messages that require immediate action unless highly relevant (catch 22 with giving over personal data to get this) Younger women were more interested in getting DR messaging from shops nearby where they were
- remarkably acceptable to these ad formats even we and the research agency were surprised
- Communal phone? Share radio, TV, newspaper yes, but not phone. Share media content on phone with others but not the phone itself. Need to respect the private relationship people have with their phone Most people strict about who has access to their phone Prove benefits of being on phone Intrusive aggressive messages are unanimously rejected (ie ‘pop ups’ and unsolicited text) Advertising will be tolerated but must not interfere too heavily with users activity What we must do to manage user’s expectations for control Where possible allow for opt in particularly in very personal media spaces Manage the amount of advertising and allow users some level of control about how much (push vs pull messaging) local advertising give pull control while investigating so as not to annoy (ie subject to ads before every map downloads)
- Creative guidelines and suggestions Less flash – not needed as little competition on the page. No need to shout on such a personal space Respondents more receptive to brand messages than call to action messages when they have not opted in DR needs careful management when not opted in to maintain positive advocacy for the brand and the brands use of mobile for advertising Industry icons? Create standards to help respondents know what will be behind the click? Pay/buy, click to call, save/store, go to site, richmedia, download etc… Advertising messages should not overpower content but compliment or even ad value Sponsorship advertising must make message explicit about what user is getting / benefit, particularly around what is ‘free’ – highly compelling offer Perception that advertorials are led by strong imagery – need to keep that in mind when building advertorial for mobiles
- Personalisation (& relevant advertising) Strong desire for relevant info & advertising, matching interests, targeted messaging BUT reluctant to actively hand over / submit personal info to get it users don’t understand the ‘get out’ clause for mobile unlike with other personal media such as web where you can delete your cookies and clear your cache we need to prove we are responsible as an industry is we want mobile users to get personal with advertising Free is not free if the trade off is personal info Is it really worth actively handing over information? Will I be spammed? Who are my details shared with? How will they be used? What we must do to manage personalisation (& relevant advertising): Positively manage evolution of the role of mobile and for commercial advertising and the benefits on mobile Must find easiest way for users to give over active info If we say targeted & relevant we must keep our promise Must re-assure users if they give personal info will be used in trusted way Need to build trust as an industry
- As an industry we need to cultivate positive advertising experiences on Mobile…