MMA Forum Mexico - Milward Brown - Connecting with mexican consumers 2014
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Mobile Forum Mexico. Nov 2014
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MMA Forum Mexico - Milward Brown - Connecting with mexican consumers 2014
- 1. #AdReaction Connecting with Mexican Consumers in 2014 James Galpin, Head of Media & Digital, LATAM james.galpin@millwardbrown.com
- 2. AdReaction 2014 ALREADY ALMOST 50% OF MEXICAN 16-45 YEAR OLDS USE SMARTPHONES 2 85 81 76 75 72 68 65 65 62 81 UK Australia España Arabia Saudita Canadá USA China Alemania Francia Italia 48 47 47 44 42 40 25 18 17 15 33 53 Rusia México Tailandia Sudáfrica Argentina Japón Turquía Brasil Vietnam Indonesia Perú India Smartphone penetration
- 3. MORE PEOPLE ARE NOW GOING ONLINE FOR FIRST TIME ON MOBILE, THAN ARE ON PC
- 4. The Mexican consumer is moving to smartphone connectivity very fast
- 5. AdReaction 2014 Marketing in the multiscreen world MEXICO
- 6. HOW MUCH & WHEN ARE SCREENS USED IN MEXICO?
- 7. AdReaction 2014 SMARTPHONES ARE THE DOMINANT DEVICE Device Key TV Smartphone Laptop Tablet Global Average: 113 (27%) 93 minutes (24%) Global Average: 147 (35%) 163 minutes (42%) 103 minutes (26%) 32 minutes (8%) Global Average: 108 (26%) Global Average: 50 (12%) TOTAL MINS: 6hrs 30m MX vs. 6hrs 57m global Roughly how long did you spend yesterday... 7
- 8. AdReaction 2014 Mexico above average on smartphone usage Overall MX screen minutes are almost half an hour less than the global average – mainly due to less TV and tablet time spent. Smartphone minutes are higher than the global average, behaviour also observed in LATAM, specially in Argentina and Colombia. Device Key TV Smartphone Laptop Tablet = 417 = 390 = 540 69 113 132 93 148 108 117 161 65 103 79 147 163 193 181 89 85 109 34 = 317 32 14 110 115 50 GLOBAL Indonesia Phillipines China Brazil Vietnam USA Nigeria Colombia Thailand Saudi South… Russia Argentina UK Kenya Australia Spain Turkey Mexico Mexico India South… Germany Canada Japan France Italy Roughly how long did you spend yesterday… 8
- 9. AdReaction 2014 ONLY SLEEP BREAKS THE SMARTPHONES’ HOLD In MX, smartphones are used constantly through the day Laptops are primarily a daytime screen TV briefly wins out in its evening peak time, from 9pm to 12 midnight. 40% 35% 30% 25% 20% 15% 10% 5% 0% 6am to 9am 9am to 12 noon 12 noon to 3pm 3pm to 6pm 6pm to 9pm 9pm to 12 midnight 12 midnight to 6am Device Key TV Smartphone Laptop Tablet What times of day yesterday were you… 9
- 10. AdReaction 2014 SHARE OF SCREEN MINUTES VS. MEDIA SPEND 10 Global Daily Screen Minutes 27% 12% 26% 35% Global Media Spend 2016 60% 29% 12% 2013 66% 29% 4% +
- 11. When are the peak times for digital / online marketing communications? Which connected device is used most then? So which device gives brands the best chance to reach consumers at the right moment?
- 12. HOW ARE SCREENS USED?
- 13. AdReaction 2014 AT THE SAME TIME AT DIFFERENT POINTS IN TIME PEOPLE NOW ROUTINELY USE CONNECTED DEVICES WHILE WATCHING TV Of their 6.5 hours screen consumption, 105 minutes is simultaneous consumption of another digital screen while watching TV. Simultaneous: At the same time as you were watching TV yesterday, how much time did you also spend using the Internet 13 SHIFTING 180’ 63% SIMULTANEOUS 105’ 37% TOTAL MINS: 390 MX vs. 417 global NET MINS: 285 MX vs. 308 global
- 14. AdReaction 2014 RELATED CONTENT MESHING 39’ 14% UNRELATED CONTENT AT THE SAME TIME AT DIFFERENT POINTS IN TIME Simultaneous: At the same time as you were watching TV yesterday, how much time did you also spend using the Internet Meshing: While you were watching TV and using the Internet yesterday, how much of the time were you doing something related to what was happening on TV? Stacking = Simultaneous minutes minus Meshing 14 SHIFTING 180’ 63% STACKING 66’ 23% TOTAL MINS: 390 MX vs. 417 global NET MINS: 285 MX vs. 308 global SOMETIMES FOR SAMETHING, MOSTLY FOR DIFFERENT MESHING – where people are engaging with content in deeper way through another device STACKING – when people are looking for distractions from the content or doing something else at the same time
- 15. AdReaction 2014 MX GLOBAL 16% 8% 31% 29% 26% 25% 14% 29% AVERAGE 47% 42% To keep up with friends on social media (not… To fill time during ad breaks Someone else has chosen what's on TV Just have TV on for background noise TV not interesting enough for all my… Need to get other things done To discuss what I’m watching (e.g. via … More information about what's on TV To interact with what's happening on TV To follow up on a TV ad MAINTAINING SOCIAL CONNECTIONS AND DISTRACTION ARE A KEY FACTORS IN SIMULTANEOUS USE BUT CONTENT INTERACTIONS ARE ALSO IMPORTANT 39% 42% 25% 27% 28% 20% 19% 24% 14% 11% Good times to ask questions about other stuff? Better to stay on topic? Why do you also use a second device (laptop, smartphone, or tablet) when you are watching TV? 15
- 16. AdReaction 2014 SIMULTANEOU S AND EXCLUSIVE USAGE BY DEVICE 16 Device Key TV Smartphone Laptop Tablet Global Average: 31 (29%) + 27 MINS (26%) + 58 MINS (36%) Global Average: 24 (49%) + 20 MINS (64%) 76 MINS (74%) 105 MINS (64%) 12 MINS (36%) Global Average: 77 (71%) Global Average: 93 (63%) Global Average: 25 (51%) Global Average: 54 (37%) AT THE SAME TIME AT DIFFERENT POINTS IN TIME
- 17. AdReaction 2014 EACH DIGITAL DEVICE CAN PLAY MULTIPLE ROLES – BUT EACH HAS DIFFERENT FOCUS 17 Smartphone Laptop Tablet Entertainment Tool Great for content in transit Stacking alternative entertainment when bored by TV Meshing additional video content (e.g. behind the scenes) Shifting personal entertainment Productivity Tool Faster for lots of content Better for online shopping Stacking getting work done, searching Meshing detailed digging into TV content Shifting tasks where you need to be fully engaged Default Device “Do it all” device if you don’t have laptop/ tablet with you Stacking social check-ins Meshing polls, sharing opinions via social & messaging Shifting connectivity whenever, wherever
- 18. AdReaction 2014 Smartphones do not just connect across screens Festival of Media LATAM 2014 – Winner, Best use of Digital
- 19. AdReaction 2014 BUT BE AWARE: MARKETING RECEPTIVITY IS LOWER IN MORE PERSONAL DEVICES VERY/ SOMEWHAT FAVOURABL E % 33 31 29 41 PAY AT LEAST SOME ATTENTION % 63 62 65 GLOBAL AVERAGE 74 GLOBAL AVERAGE 41 25 24 23 72 52 51 52 BASE: ALL ANSWERING BASE: OWN OR HAVE ACCESS TO How would you characterize your attitude towards DEVICE each of the following formats of advertising? Each time you see each of the following, how much do you typically pay attention? Base: access to device. 19
- 20. Smartphones are becoming the connective tissue between all consumer touchpoints They are allowing the analog to become digital
- 21. Mobile connectivity offers Brands many new opportunities to engage with and build relationships with people But personal devices are just that. Personal. Marketers must not be too intrusive or invasive.
- 22. HOW TO MEASURE MOBILE CAMPAIGN EFFECTIVENESS?
- 23. # Brand Brand Value (USD MM) Country 1 Corona 8,025 México 2 Skol 7,055 Brasil 3 Falabella 6,084 Chile 4 Telcel 5,308 México 5 Bradesco 4,177 Brasil 6 Sodimac 4,107 Chile 7 Televisa 3,625 México 8 Brahma 3,585 Brasil 9 Aguila 3,565 Colombia 10 Modelo 3,477 México * Concentra valores de Modelo E 23 special, Negra Modelo y Modelo Light.
- 24. Consumer decision-making Source: The Consumer Decision Journey, McKinsey Quarterly Review 24 BRAND CONSIDERATION: brands in the initial-consideration set can be up to three times more likely to be purchased eventually than brands that aren’t in it.”
- 25. O c t o b e r 5 , 2 0 1 4 8 : 1 4 p m Go o g l e up b e a t o v e r b r and adv e r t i s ing t o o l s G o o g l e h a s c l a ime d p r omi s i n g e a r l y r e s u l t s f r om i t s l a t e s t a t t emp t t o d r a w b r a n d a d v e r t i s e r s , f o l l o w i n g y e a r s o f d i s a p p o i n tme n t o v e r t h e s l o w g r o w t h o f b r a n d e d d i s p l a y a n d v i d e o a d s t o ma t c h i t s s e a r c h b u s i n e s s . 25
- 26. Brand Impact of Mobile - AdIndex for Mobile WE HAVE COMPLETED 400+ MOBILE ADVERTI S ING EFFECTIVENES S STUDIES ACROS S A BROAD RANGE OF INDUSTRY VERTICALS 26 Tablets Location Multi- Screen Display & Rich Media Ads SMS Apps Mobile Video
- 27. How It Works BOTH GROUPS SURVEYED ABOUT ATTITUDES TOWARD BRAND; RESPONSES COMPARED 27 MOBI LE ADS CAN BE MEASURED WITH THE SAME APPROACH AS ONL INE ADS: CONTROL GROUP (n=300) Control Cell fielded one to two weeks prior to campaign launch. Banner invite included on mobile page inviting respondents to participate in a survey. EXPOSED GROUP (n=300) Test Cell collected during campaign. Banner invite residing in same area as mobile ad invites respondents to participate in survey.
- 28. MOBILE EFFECTIVENESS Vs. OTHER CHANNELS CrossMedia Research 28 How did my campaign perform? What role did each channel play? What was their cost efficiency? How can I optimise moving forward?
- 29. 12 26 21 40 Model Output M e d i a c a m p a i g n e l e m e n t s ’ i m p a c t o n b r a n d m e t r i c s a r e i d e n t i f i e d f r om t h e mo d e l i n g o u t p u t 29 Media Contribution Mobile OOH Press TV CAMPAIGN IMPACT BRAND METRIC (Post Campaign)
- 30. How does the GLOBAL brand impact of TV channels compare Digital 33% 21% 23% 21% 44% 17% 18% 21% 18% 10% 46% 49% 62% 59% 58% Spend Salience Meaningful Different Bonding Other Media CrossMedia Research 2014
- 31. How does the LATAM brand impact of TV channels compare Digital 26% 39% 31% 34% 51% 25% 3% 17% 13% 3% 46% 41% 57% 58% 56% Spend Salience Meaningful Different Bonding Other Media CrossMedia Research 2014
- 32. WHAT SHOULD BRANDS DO?
- 33. AdReaction 2014 • The key to consumer interaction and information exchange is now personal mobile devices, • Core consumer segments are going mobile fast • Brand Marketers need to follow them if they wish to effectively grow their brands in future • But must test and learn more to maximize impact and ROI of mobile
- 34. #AdReaction Thank you James Galpin, Head of Media & Digital, LATAM james.galpin@millwardbrown.com www.millwardbrown.com/AdReaction www.millwardbrown.com/BrandZ
Notes de l'éditeur
- This smartphone penetration data from Google helps put our audience in context. Among 18-45 year olds, smartphone penetration is already close to 50% Mexico. Source: Google Our Mobile Planet, 2013. Penetration among Total Population
- Perhaps the most overwhelming reason to explore the multiscreen landscape in detail is that as of 2013 there is still a significant gap between time spent using the internet on mobile devices and global mobile media investment levels*. The chart of the left shows the percentage of time multiscreen consumers spend with each screen. On a global level, mobile devices take up 47% of this audience’s viewing time, but just 4% of media spend – highlighted by the 2013 chart on the right. Even the projected 12% of screen spend in 2016 will still be way lower than the time spent online. It is no surprise that mobile spend is forecast to grow rapidly in the next few years. Roughly how long did you spend yesterday…watching television (not online)/ Using the Internet on a laptop or PC/ on a smartphone/ on a tablet. *Source: ZenithOptimedia Advertising Expenditure Forecasts December 2013 (repercentaged within screen media)