Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×

Dive Mobile

Ad

Presents
Dive Mobile

Ad

22

Ad

74% of China’s netizens own a
smartphone
And they spend 2 hours a day on their
phone using the internet
Data Source: CNRS,...

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Nächste SlideShare
Dive Video
Dive Video
Wird geladen in …3
×

Hier ansehen

1 von 33 Anzeige
1 von 33 Anzeige
Anzeige

Weitere Verwandte Inhalte

Anzeige
Anzeige

Dive Mobile

  1. 1. Presents Dive Mobile
  2. 2. 22
  3. 3. 74% of China’s netizens own a smartphone And they spend 2 hours a day on their phone using the internet Data Source: CNRS, 2014 3
  4. 4. Radio, 17, 5% Print, 25, 7% Tablet, 42, 12% TV, 60, 17% PC, 100, 29% Mobile, 104, 30% Radio Print Tablet TV PC Mobile 104 minMobile Daily Time Spent (without calling & SMS) Source: Inmobi 2014.1 We spend more time on our mobiles and tablets vs. any other media 146 minutes are spent on mobile devices
  5. 5. Source: eMarketer 5 Adspend has increased accordingly. Last year it grew by 600%. At the end of 2014, Chinese advertisers spent $6.4 billion on mobile internet ads, or 16% of all mobile ad spending globally.
  6. 6. But mobile ad spends still don’t match the growth in impressions 6 2013 2014 14% impressions of digital 0.5% of digital ad spend 17% impressions of digital 4.4% of digital ad spend Source: iAdTracker, iMediaMatrix, mUserTracker
  7. 7. We know so little about what consumers think about mobile advertising We have some data on what people are doing on their mobiles but not what they think about brand communications on mobiles. 7
  8. 8. 8 DOING THINKING ?
  9. 9. We wanted to know What do people think about mobile ads? What kind of ads do they want to engage with? When are they most engaged? What happens when they accidentally click on ads? 9
  10. 10. So we asked Quantitative Research 450 Respondents One on one interviews in 7 markets T1 - Shanghai, Beijing T2 - Xiamen, Wuhan T3 - Hefei, Quanzhou, Shijiazhuang 10
  11. 11. 89% Of people think mobile advertising is annoying or disruptive 11
  12. 12. This opinion cuts across tiers but is most prominent in Tier 1 0 10 20 30 40 50 60 70 80 90 100 Agreement with “Mobile brand communication is annoying” Tier 1 Tier 2 Tier 3 12
  13. 13. Most of their annoyance is due to misconceptions 0 10 20 30 40 50 60 70 80 Information is not reliable Impacts my visual experience Violates my personal data Ads drain my battery Leads to the wrong operation in the application Ads waste my mobile data Ads are not relevant to me 13
  14. 14. They aren’t necessarily wrong about junk advertising 14 8.5the number of ads an average person sees a day on their mobile
  15. 15. But, this is not the whole picture 15
  16. 16. 75% Interesting Our feelings toward mobile advertising is a bit more ambivalent Necessary (2%) 94% Necessary 89% Annoying 16
  17. 17. This is consistent across tiers 0 10 20 30 40 50 60 70 80 90 100 Annoying Interesting Necessary Tier 1 Tier 2 Tier 3 17
  18. 18. But how they react is different 4% 25% 28% 22% Tier 1 18 4% 20% 28% 31% Tier 2 1% 10% 30% 52% Tier 3 Ignore Feel Interested Notice Will Purchase
  19. 19. Our behavior reflects our ambivalence 19 will read one-fourth of the landing page53% AFTER ACCIDENTALLY CLICKING ON AN AD 26% will read half of the landing page 5% will read three-fourths of the landing page 4% will read the entire landing page
  20. 20. Mobile ads have the biggest influence on purchase intent 20 ADVERTISEMENT PLACEMENT THAT WOULD INFLUENCE PURCHASE INTENTION MOST 38.7% Smartphone 30% PC 23% Tablet 8.3% Phablet
  21. 21. 21 41% Smartphone 24% Tablet 18% PC 16% Phablet 49% Smartphone 26% Tablet 22% PC 3.3% Phablet 26% Smartphone 50% PC 19% Tablet 5% Phablet Tier 1 Tier 2 Tier 3 Mobile is even more important in Tier 1 and 2
  22. 22. Those interested in your ads are 2.4 times more likely to purchase your product 22 Like Annoyed 22.6% Notice 24.5% Notice 7.1% Will Purchase 2.9% Will Purchase
  23. 23. So, what do they want? 23
  24. 24. What we want from mobile ads is not so different from what we all look for in all advertising 24 Utility Amusement Uniqueness Affirmation
  25. 25. But practicality reigns above all else 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Connects me with new people Interesting experiences Allows me to be an early adopter Participation factor Has talkability Favourite celebrity involved Well known brand Provides company information Interesting visuals Relevant information Practical rewards Practical information REASONS FOR ENGAGING WITH MOBILE ADS 25
  26. 26. Not all ad types are created equal 26 Picture Ad (48.6%) Animation/Video Ad (36.1%) PREFFERED AD FORMAT Interstitial Ad (21.2%)
  27. 27. Not all ad spaces result in engagement 27 38.9 30.2 40.3 36.1 20.6 50.3 45.3 18.4 43.1 25.4 24.7 34.6 27.4 26.9 27.8 17.9 20.1 28.2 24.5 40.5 16.8 16.4 14.4 19 22.8 18.2 14.2 23.4 15.5 16 17.5 15.3 15.8 13.3 24.9 10.7 17.3 26.7 14 15.8 2 3.5 2.2 4.6 3.9 2.8 3.1 3.3 2.8 2.4 Auto Education Games Magazine Music Puzzle Real Estate Social Tools Weather Will purchase Like it Interesting Take notice Ignore
  28. 28. So, now what? 28
  29. 29. IMPLICATION Invest where your audience is Mobile adoption has increased many folds but ad spend has yet to grow accordingly. More ad budget should be allocated to mobile to keep up with the growth on eye balls on mobile devices.
  30. 30. IMPLICATION Win hearts through better targeting Mobile users while annoyed with mobile ads, they are still looking at the ads and will engage and interact with them if they are more targeted. Thus advertisers should invest in relevant mobile inventory to ensure on-target delivery.
  31. 31. IMPLICATION Relevancy matters most Focus on providing value and relevant information as this will increase ad engagement and interaction effectively driving up purchase intent. Then leverage interactive & rich media ad and video format to increase engagement.
  32. 32. IMPLICATION Be smart about markets Focus on Tier 1 & 2 markets due to high penetration of smartphone in those areas
  33. 33. 33 CONTACT US Jeanette Phang Jeanette.Phang@omd.com DIRECTOR- BUSINESS INTELLIGENCE Bhasker Jaiswal Bhasker.Jaiswal@omd.com MANAGING PARTNER - BUSINESS INTELLIGENCE Alvin Foo alvin.foo@airwaveapac.com HEAD OF AIRWAVE

×