2. Research Design
3
AdReaction 2012
QUANTITATIVE
Who: n=988
• Nationally representative of regions, age and gender
composition
• Must have and use a smartphone or a tablet
What: Mobile usage levels and attitudes toward advertising in
mobile communication and digital devices
How: Online survey
When: October 12 – October 22, 2012
3. How do people interact with
mobile devices?
3.
Is mobile advertising the next
big thing?
2.
Key Issues/ Questions
4
Media changes1.
How can we create effective
mobile communication?
4.
4. Most users are tolerant of,
but not yet favourable
toward, brands in this
intimate space.
3.
Mobile devices are used ‘on
the go’ and more often for
personal activities than for
work.
2.
Key Findings
A T A G L A N C E
5
Mobile devices are
indispensable and increasingly
central to our lives.
1.
Favourability to mobile
advertising and devices is
different between regions
(English Canada, French
Canada, USA).
4.
There is a huge
opportunity for mobile
communications and users
are receptive when done
right.
5. Marketers need to improve
mobile perceptions by
meeting, then exceeding, user
expectations — and
delivering competent, targeted
and valuable marketing.
6. For marketers who use
best practices, it’s proven
that mobile can build
brands.
7.
5. Share of Time Spent on Smartphones vs. Tablets
6 Sample: Smartphone and/or tablet users
Smartphones
Watching
Video
7%
Listening
to Music
11%
Social
Networking
11%
Talking
17%
Texting
17%
Surfing the
Web/Email
14%Using Apps
13%
Playing
Games
10%
Although the final experience is not necessarily comparable, mobile devices combine the
capabilities of different electronic devices in one (TV, Computers, Phones) and people use
them like that.
Total Hours Spent Weekly: 30.6 30.2
Tablets
Watching
Video
13%
Listening
to Music
13%
Social
Networking
15%
Surfing the
Web/Email
22%
Using Apps
20%
Playing
Games
17%
7. $34.5
$62
$109.9
$188.6
$301.7
$483.3
$691.4
2010 2011 2012 2013 2014 2015 2016
Mobile Ad Spending
182.5%
79.6%
77.3%
71.6%
60.2%
59.9%
43.1%
2010 2011 2012 2013 2014 2015 2016
% Change
8
Mobile Ad Spending in Canada 2010-2016
Source: http://www.emarketer.com/Article/Mobile-Ad-Spend-Canada-Rises-with-Smartphone-Tablet-Uptake/1009803
8. Today, consumers spend as much time surfing the web/email or using apps on tablets as
watching TV offline. Respondents claim they will also spend more time using tablets/mobile
phones for different tasks in the near future.
Momentum: The percentage of consumers stating time spent on this activity will increase next year minus the
percentage of consumers stating time spent will decrease
10
Activities on mobile phones
Activities on tablets
Offline activities
Usage and Momentum
9. Mobile devices are not yet a replacement for computers. They are all about engaging in
different activities ‘on the go’ and helping users become more efficient. Mobile devices are
used more for personal activities than for work-related ones.
11
11%
Now that I have my mobile device, I don’t really need
a computer
21% My mobile device is my primary tool for organizing
my work life
29% My mobile device is my primary tool for organizing
my personal life
21% An increasing amount of my work is accomplished
through my mobile device
38% My mobile device is indispensable because I’m always
on the go
47% Having a mobile device makes me more efficient
Sample: Smartphone and/or tablet users
10. 12
What are the biggest advantages of apps?
Users of mobile devices like apps because they are a ‘one tap’ way to get to specific
content that users want to see on a regular basis.
Canada
52%
40%
29%
21%
20%
17%
10%
I can access an app directly rather than having
to navigate through a browser
It is easier to visit an app on a regular basis than
a mobile website
Apps don’t need an Internet connection
I can do things with an app that can't be done on
a website
Apps are better for gaming
Display of content from apps is better than from
a website
Apps have better content than websites
Sample: Smartphone and/or tablet users
11. Apps are great tools for users of mobile devices, but only some of the installed apps are used
on a regular basis. Tablet users are more likely to use apps installed on their devices.
13
Of the apps installed on your mobile device, how many have you used in past 30 days?
Sample: Smartphone and/or tablet users
Hardly any
41%
About half
36%
Most
17%
All
6%
Phone Canada
Hardly any
30%
About half
44%
Most
22%
All
4%
Tablet Canada
13. French Canadians are more open than English Canadians to advertising in traditional non-
digital media. That said, Canadians, as a group, are less open to advertising relative to
Americans.
Sample: Smartphone and/or tablet users15
VERY/SOMEWHAT
FAVOURABLE
How would you characterize your attitude toward each of the following formats of advertising?
49%
41% 40%
33%
40%
32%
28%
22%
9%
7%
42%
38% 37% 35%
34%
31%
21% 22%
10%
15%
37%
35% 34%
31% 30%
26%
23%
20%
11%
8%
TV Ads Magazine Ads Newspaper
Ads
Billboard
Ads
Radio Ads Cinema
Ads
Product
Placements
Online Ads Ads On
Mobile
Devices
Telemarketing
Total Canada French Canada USA
14. 22%
16%
17%
17%
15%
17%
18%
16%
18%
13%
13%
12%
11%
12%
12%
10%
Overall, tablet users are more favourable toward mobile advertising compared to
smartphone users. That said, considering smartphones as the device of choice, Americans
tend to be more favourable toward mobile advertising than Canadians.
Sample: Smartphone and/or tablet users
Question: How would you characterize your attitude toward each
of the following formats of advertising on mobile devices?
16
20%
18%
19%
17%
15%
17%
19%
17%
15%
% VERY/SOMEWHAT FAVOURABLE
Brand posts in social news feeds
11%Mobile search ads
11%SMS text ads
11%Mobile display ads
8%Mobile music player ads
8%Mobile video ads
8%In-app ads
7%Augmented reality
TABLET USERSSMARTPHONE USERS
Total Canada USA
16. Mobile Is the Second Screen: At least 1 in 3 mobile device users would take a mobile action
based on being exposed to brands at stores or other advertising efforts.
20
Event
Print Ad Brand in Store Offline
Print Ad
TV Ad
Brand in Store Online
Online Ad
Brand Post in Social News Feed
Billboard Ad
Radio Ad
If I saw ___________, I would likely take a mobile action*:
41%
40%
39%
37%
36%
33%
34%
31%
31%
BRAND
SEARCH
VISIT
WEBSITE
DOWNLOAD
APP
LIKE/FOLLOW
BRAND
*AT LEAST ONE OF THE FOLLOWING ACTIONS
Sample: Smartphone and/or tablet users
17. 5%
5%
6%
6%
7%
8%
11%
13%
15%
Mobile display ads are just one element of a mobile campaign; use display to drive
traffic to an optimized website for continued engagement.
Mobile ads, done right, have the ability to continue the relationship with the brand.
Sample: Smartphone and/or tablet users21
Which of the following actions have you taken as a result of seeing a mobile ad?
Visited the brand's website
Searched for the brand on the Internet
Looked for the brand in a store
Clicked on or interacted with the ad
Visited a site for a similar brand
Purchased the brand
Recommended the brand
Sent the ad to a friend
Searched more ads for brand
19. 23
- Eric Schmidt, CEO Google,
April 23, 2013
In every corridor in every way,
mobile technology, phones and
tablets, are exceeding
everybody’s expectations.
20. Meeting audience expectations is the difference between a successful and an unsuccessful
mobile presence.
Source: Dynamic Logic’s AdIndex for Mobile Norms, data from last 4 years through Q4/2012
Overall Mobile N=320 campaigns, Delta (Δ)=Exposed-Control
** Best = top 20% of all campaigns tested; Worst = bottom 20% of all campaigns tested
24
AdIndex® for Mobile In-Market Ad Effectiveness Norms
Percent Impacted: Delta (Δ)
Aided Brand
Awareness
Brand
Favourability
Purchase
Intent
Mobile Ad
Awareness
Message
Association
+17
+5
-4
+39
+16
+29
+10
-2
+14
+3
-6
+17.0
+4
-6
Mobile Best Performers
Overall Mobile Performers
Mobile Worst Performers
-1
21. Expectations about mobile
25
Mobile Will Offer
an Exchange of
Tangible Value
3
Mobile Will Know
Who I Am and
Target
Accordingly
21
Mobile
Will Be
Competent
And audiences are receptive to mobile done right.
22. 26
More than any other media, mobile marketing needs to be high
quality, extremely functional and user-friendly.
14%
18%
24%
27%
34%
40%
46%
48%
50%
When using your mobile device, which can damage your opinion of a brand?
Social
Incompetence
Technical
Incompetence
Be technically and socially competent every time.
Requesting too much personal info
No way to opt-out of ads
Sending me unwanted ads or posts
Slow or incompatible apps
A mobile website that keeps
promoting their app
Flash content that doesn't work on
my device
Sending links that don't work on my
device
Non-optimized mobile website
No app for my device
Sample: Smartphone and/or tablet users
23. 27
There is a willingness and desire to share location in exchange for
the right content and marketing.
Among audiences who access mobile web once a day or more
29% are willing to share their geographic location to
get the right content or marketing
32% say they want to see more location-based
content and marketing
Tailor to the physical space.
Sample: Smartphone and/or tablet users
24. What types of companies or brands would you most like to see delivering services or features for
your mobile devices?
Establish personal relevance.
Sample: smartphone or tablet users28
Local
restaurants
31%
Retail stores
29%
Online
shopping
sites
24%
8%
9%
11%
12%
15%
16%
20%
21%
21%
21%
21%
23%
24%
29%
31%
Automotive companies
Telecommunication companies
Fashion/Designers
Drink products/brands
Technology companies
Sports teams/leagues
Airlines
Hotels
Newspapers or magazines
Food products/brands
Quick service restaurants
Banks/Financial services
Online shopping sites
Retail stores
Local restaurants
Banks/
Financial svcs
23%
25. Balance the tangible value offered with the degree of intrusion.
29
Audiences are looking for something of value in return for
allowing marketers access to their mobile phones.
45%
DEALS &
COUPONS
35%
FREE
TOOLS
e.g. shopping
lists, reminders
30%
LATEST
PRODUCT
NEWS
29%
LOCATION-
BASED INFO
e.g., store
locations,
promotions
20% 20%
INTEREST-
BASED INFO
e.g. recipes,
sports scores
FUN
FEATURES
e.g., branded
games, song
downloadsMobile Value Spectrum
26. Mobile display ads need clear branding, communication and call-to-action.
30
What makes a good mobile display ad?
do: don’t:
offer a clear call-to-action
show your brand only on a product shot
target as tightly as possible
clutter your ads with too much text or too
many logos
repurpose online creative only to leave
it cropped
make the ads interactive
and engaging
clearly brand your creative
use intrusive formats unless context is
highly relevant
27. Mobile websites should be fast and functional.
31
Simpleissafestuntilnetworkspeedsimprove.
What makes a good mobile website?
do: don’t:
make it fast, clean and
easy to use
feel compelled to outdo your
online website
forget mobile users are goal
directed
value entertainment over competence
keep the latest news on top
and tailor to the location
minimize taps and resizing
28. Mobile apps must be easy to acquire and easy to use.
32
What makes a good mobile app?
do: don’t:
be relevant and free if
possible
crash (don’t be too resource intensive)
clearly explain what you offer
and what you’ve updated
build one unless it will be used regularly
make it too complexoffer users something in
return
ask for more than you need
(e.g., personal information, updates)
aim to surprise and delight
so users come back
29. AdReaction 2012 – Canadian Report
Marketing in the Mobile World
Questions:
Cesar.Zea@millwardbrown.com
