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I livelli di diffusione raggiunti dalla tecnologia mobile, insieme alla possibilità di avere un device connesso durante tutta la giornata, offrono ai Marketers nuove opportunità di comunicazione e pubblicità, grazie ad un’audience consistente, variegata e fortemente segmentabile. Viene riconosciuta l’importanza del canale, inserendo il Mobile fra le priorità di investimento, sia a livello strategico, che tattico. Emergono però segnali di cautela fra gli operatoi di settore (Fonte: TNS per IAB Australia 2013): per un 32% risulta difficile individuare il value for money delle campagne mobile rispetto agli altri media. Le nuove tecnologie però possono supportarci attraverso misurazioni dei comportamenti effettivi tenuti dagli utenti. In questo modo si può evidenziare una digital footprint tipologica, che coinvolge l'utilizzo dei device, le attività maggiormente effettuate, quando e dove, i canali di fruizione (app vs web) e i contenuti stessi.
Citation preview
Mobile: measurability unlocks spending
Gabriella BergaglioTNS Digital Practice Lead
Cristina ColomboTNS Consumer Insight Director
© TNS 2013
IAB Forum 2013 – Milan, 3rd-4th December
Storyline
1Device penetration and consumer behavior are aligned to offer
advertiser a clear channel to a substantial audienceadvertiser a clear channel to a substantial audience
2Yet the industry is cautious on the value of mobile to brand
owners: main barrier to adoption of mobile marketing investment is data deficit in planning, campaign effectiveness and brand integration
3Passive data collection tackles mobile measurement
challenge
© TNS 2013 2
challenge
4Path to growth
11Mobile device adoption is opening a new era of digital
marketing, creating a powerful channel for
companies to communicate with customers at
critical points of the purchase critical points of the purchase decision cycle
3
The continued growth of the total potential market is being driven on both dimensions of users and their share of time
Smartphonepenetration
2 0 1 2
2 0 1 3
© TNS 2013 4
Mobile share of time
Experience is key, sharing is mainstreamBrands have a powerful communication channel with consumers
Proportion of people using mobile functions - Italy
59
62
75
90
Using calendar
Browsing the internet
Taking photos or videos
Sending / receiving SMS
44
46
47
48
48
48
51
52
53
58
59
Using GPS
Using instant messaging
Applications
Sending / receiving MMS
WiFi connection in public areas
Playing games
Social networking
Using Bluetooth
Sending / receiving emails
Listening to music
Using calendar
© TNS 2013
Mobile Life 2013 D1: Out of these features, please tell me which of these statements best reflects your usage of that feature. USE = Daily + Weekly + Less often than once a week
Activities with advertising potential – where users can be reached
19
22
25
39
Watching live TV shows
Scanning QR codes
Reading eBooks/news via an app
Streaming video
Mobile provides a link between the ‘digital’ world and the real world, allowing users to access whatever they need, wherever they are. Brands can now meet contextual consumer needs
© TNS 2013 6
A disruptive effect in the in-store environment, particularly for younger consumers
Average % mobile activities in the path to purchase - Italy
At home In store Mobile
12
29
16 15
1011
At home In store Mobile purchase
Activities carried out in store
© TNS 2013 7
Base: Mobile users – Italy 993
F3a. Usage of mobile in the path to purchase
Research at home
Research at the POS
Purchase in store via mobile (online, contactless payment)
Product information
Product review /social
Coupon
22
Yet the industry is cautious on the
value of mobile to brand owners
8
Ready but cautious
73% believe that mobile will be the fastestgrowing media for the next five years73%
65%
64%But…
believe that mobile search will overtake PC search by 2015
mobile will be the primary medium for communicating with the 12 to 24 age group within two years
© TNS 2013 9
32%do not fully agree that mobile inventory is good value for money compared to other media
So why don’t we invest in mobile, in-line with how consumers spend their time?
Share of time with
devices (%) – Italy“Other device” not shown
Share of total digital ad spend (%) - Italy
76 21
93 7
© TNS 2013 10
Mobile Life 2013 B12. “Thinking about your overall usage of these technology devices, how do you allocate your time between each device?” Devices: Desktop, Notebook/laptop/netbook, Smart TV, Tablet, Smartphone. Smart TV not showneMarketer january 2013, Worldwide Ad Spending Forecast. Digital Ad Spend inclused advertising that appears on desktop and laptop PC as well as mobile phones and tablet and it includes all the various format of adv on those platform; it excludes SMS, MMS and P2P messing based advAudiweb Trends Sept 2013 penetration : PC + Smartphone connected individuals any place and device 19,5 million individuals –
Tablet SmartphoneLaptopDesktop
Campaign measurement, planning and integration in the brand's strategy are key issues, the Australian industry says
1 52 47 Overall demographics of mobile internet
usersPublishers are more
Understanding of global trends and issues - %
1
3
8
10
2
52
60
56
53
77
47
37
37
37
22
users
Browsing behaviour on mobile internet
How to integrate mobile into a brand’s
strategy
How to plan mobile advertising
The range of creative possibilities of mobile
for advertising
Publishers are more likely to want more information about demographics of mobile users
Key topics to support capability on and report
© TNS 2013 11
Q6. Do you feel you have a good enough understanding of the following global trends and issues to include mobile in your business Base: 115
10 72 18 Possibilities for mobile ad campaign
measurement
No idea whatsoever Aware of this but should learn more Completely across it
on and report updates/ developments
Key actions identified to increase mobile advertising spend are directly linked to addressing effectiveness, measurement, and training.
Single most important issue for the mobile advertising industry to do to increase ad spend on mobile
© TNS 2013 12
Top 3 mentions (coded)1. Evidence of effectiveness (19%)2. Measurement (14%)3. More training / education (10%)
Q25 What single thing would the mobile advertising industry need to do in order for you to increase your advertising spend on mobile? Base: 115
Integration in the brand strategy is an issue because we do not yet know how mobile fits in
Does it help consumers…
Drive awarenessExplore
and select
Become aware of new products / brands that are available
Explore different products or
Decide where to buy the product for the best overall deal
Use the product /
Stay in touch, and keep up-to-date, with a brand
Decide where to buy
Receive Customer Service
Keep in touch with the brand
© TNS 2013
products or brands and select the best one for my needs
Use the product / service better and have questions answered about it
13
33How passive data collection tackles both the mobile measurement and the brand integration issues
14
An application, which captures smartphone and tablet usage with a passivemeasurement approach, is installed in every panelist device.
Registering consumers mobile behaviour – the case of a European country
measurement approach, is installed in every panelist device.
The indicators are continuously monitored, always and everywhere.
Results following are taken from Mobile 360°, a study on an European country, carried
out in June 2012, observing for 4 weeks, a panel of 1109 smartphone and 96 iPadusers.
© TNS 2013 15
Mobile 360°/2012A European case
Smartphone e tablet have two different behavioural models in terms of content fruition
45%
25%
40%
16%
© TNS 2013 16
40%
Mobile 360°/2012A European case
And channel of fruition differs according to content/context
© TNS 2013 17
Mobile 360°/2012A European case
- Tablet (iPad)
Granularity of measurement gets to singular activity: 18% of iPad owners has not visited the Appstore in the month we measured
© TNS 2013 18
Mobile 360°/2012A European case
Users Typologies: The ‘Mobile Behave Segments’
16%
I’m a heavyweight smartphone user, and you can tellfrom my behavior. My profile differs substantially fromthe others. I’m always adjusting my settings to use myphone as efficiently as possible. On top of all “regular smartphone activities” like Social Networking, gamingand WhatsApping, I like to Shop occasionally (not just AppStore shopping, also real Shopping). I’m not afraidto handle some of my financial matters online either. My data usage is a lot higher than my age!
© TNS 2013 19
Mobile 360°/2012A European case
Actual behavior observation and segmentation provide key information on content fruition, unlocking correlations among activities done
I’m a heavyweight smartphone user, and you can tell frommy behavior.
16%
my behavior.My profile differs substantially from the others. I’m alwaysadjusting my settings to use my phone as efficiently aspossible. On top of all “regular smartphone activities” likeSocial Networking, Gaming and WhatsApping, I like toShop occasionally (not just AppStore shopping, also realShopping). I’m not afraid to handle some of my financialmatters online either.My data usage is a lot higher than my age!
© TNS 2013 20
Mobile 360°/2012A European case
44Path to growth
21
Multiple parameters provide a complete picture with profile, behavioral, purchase and contextual data, to obtain precise measurements of your campaign effectiveness.
Current and projected proportions of campaigns containing mobile or tablet components
% campaigns that include
mobile
% campaigns that include mobile next 2 years
28% 47%
Current and projected proportions of campaigns containing mobile or tablet components
15% 39%
Mobiles Tablets
% campaigns that include
tablet
% campaigns that include tabletnext2 years
© TNS 2013 22
28% 47% 15% 39%
+68% +160%
Behaviors are changing according to platform: consumers fruitions is more and more customized, according to channels which best fit in the need.
Click-to-Call
Path to purchase
AppsCross device
On mobile web
www
© TNS 2013 23
Click-to-Call
The Full Value of Mobile
Mobile offers conversion opportunities by targeting
Brand Activation
Mobile is embedded into media, working and shopping habits. Major advertisers recognize mobile as a crucial platform for marketing: integrate mobile into marketing strategy as a critical channel for customer outreach
Mobile enables you to extend the service you offer, or
Customer Experience
Mobile offers new ways of expanding on your brand
Brand Building
opportunities by targeting customers close to the point
of purchase…
the service you offer, or develop new services
altogether…
expanding on your brand proposition, and new ways
to deliver it…
© TNS 2013
Mobile’s unique capability in providing the bridge between online and offline means it offers targeted opportunities across the consumer journey
