2. Conducted in 18 countries around the world including eight
countries in AMAP (five qual/ quant & three qual only)
U.S.
CANADA* FRANCE* SPAIN
GERMANY TURKEY
ITALY UK* CHINA
KOREA**
INDONESIA**
MEXICO INDIA
THAILAND**
KENYA
BRAZIL* NIGERIA
SOUTH AFRICA
2 *Quantitative only; **Qualitative only
3. T o say
A F RIC A IS
M OBILE
Is an understatement
3
4. Mobile - An Under Utilised Channel?
Social
The most
Life ubiquitous
Work
Organiser
consumer
medium in Africa
Info
4
5. By way of a bit of background…
54% Kenyans access internet on handsets
Feature In most cases, it is on feature phones which
Phones are inexpensive, and have limited
capabilities
Channel When done well, Mobile as a channel is impactful
*Source: Morgan Stanley Research; **Source: Informa WCIS;
5 ***Source: StatCounter Global Stats, 9/12
6. Opportunity Tolerant
1. Mobile devices are increasingly 2. Interestingly, Kenyan consumers
central to our lives, so there is are more favourable towards it
huge opportunity to connect than those in other markets
with consumers in this space
Key Findings
AT A G L A N C E
Effective RESPECT Best Practice
3. Mobile is highly effective at 4. We can learn from mistakes in 5. Marketers can use mobile
brand building and also very other markets - demonstrate websites, apps and ads
flexible - it can play a respect for the platform and to grow brands IF simple
number of diverse roles in the audience best practice rules are
the media mix applied more
conscientiously
6
7. What do we mean by Mobile Advertising?
Simple SMS
advert
Websites Apps Ads
More complex
digital visuals
It’s certainly not all about bright and shiny mobile apps
7
8. the huge
OPPORTUNITY
MOBILE USAGE
on the rise
8
9. Mobile web is on the move
1.5 smartphones and tablets will be installed
BILLION
globally by mid 2013 – overtaking laptops and
PCs*
37% in the number of global 3G subscribers in the
GROWTH past year**
13% traffic comes via mobile – more than double
OF WEB
last year; Mobile traffic share already over 50%
in India and 65% in Africa
*Source: Morgan Stanley Research; **Source: Informa WCIS;
9 ***Source: StatCounter Global Stats, 9/12
10. Key African Statistics
100 BILLION
Mobile Advertising Impressions are served
70% Egypt
across Africa annually
50% Nigeria
55% Ghana
54% Kenya
Access the internet via mobile phones 58% South Africa
Data supplied by www.inmobi.com, Praeklet and head of Mobile at Google South Africa:Brett St Clair and On Device
10 Research.
11. Mobile advertising and marketing is a real contender in Kenya
1 Billion Mobile Advertisements are delivered to Kenyan surfers quarterly
45%
Growth in the number of ads served at the end of
2012
www.inmobi.com www.inmobi.com
11
12. A Growth Story
Smart phones are outselling computers 4 to 1
Location based advertising is set to grow as 2 out of 3 search queries have a location based
element
Location Based Advert Location Search Query
50% discount on lunch at Serena today Pizza – Lavington
Or
Relevant products and services within Hair Dresser – near to me
a 2km radius of Upper Hill
Possible – socio demographic data
12 from SIM registration
13. A Growth Story
Smart phones are outselling computers 4 to 1
Location based advertising is set to grow as 2 out of 3 search queries have a location based
element
Total African money transfer is expected to reach USD200bill in 2015
- accounts for 18% of the continents GDP.
Interestingly, M-PESA accounts for 25% of Kenya’s GDP today.
Places the point of sale
in the customer’s hand!
14. Mobile – the indispensable efficiency tool, especially in AMAP
Extended exposure relative to TV and Radio
Kenya Vs Global
Mobile makes me more efficient 86% 10% +19
Indispensable - I’m always on the go 64% 22% +17
Primary tool - organizing personal life 48% 36% +32
Primary tool - organizing work life 41% 37% +28
Primary tool - organizing household 26% 26% +4
Strongly Agree Somewhat Agree
14 Sample: smartphone and/or tablet users, AMAP and global averages
15. Essential And Much More!
BEYOND “I take my phone everywhere. Life collapses if I forget
ESSENTIAL
it.”
MULTI- “I listen to Kimani in the morning, pay my rent every
TALENTED
month, buy shoes on Facebook, talk to my friends on
whatsapp, talk to my house help in the afternoon to arrange
dinner….set my alarm at night…..it’s never out of my reach.”
LIFE “I took a short journey to my pocket.....found the
CHANGING
website, ordered and paid with M-PESA ....and didn’t
have get stuck in the (traffic) jam!”
TRULY “I thought the person who wrote the price comparison
SMART sheets was reading my mind!”
FUN “I feel like a wizard when I play and discover new things.”
15
16. JUST 1% globally is committed to mobile marketing*
OF SPEND
Dramatic gap between proportion of time spent
on mobile….and proportion of media spend
dedicated to mobile
16 *Source: eMarketer; **Source: Gartner Group
17. While mobile devices act as central hubs in our lives – limited
commercial activity for Kenya
Share of smartphone time spent(More than 30
Hours) Kenya Score (vs global average)
(-7) (-6)
(-2) (+4) Calling is just one component of usage
Video
1%
Games Social
Music 2%
10%
Networking Opportunities at multiple touch points
17%
(-3) Apps
10% Social networking – fertile ground
Web or email
19% Apps – not a great deal of relevant local
Texts
19%
(+3) activity for consumers in Kenya
(+5) Calls Music, video, games - lower than global -
21%
infrastructure
(+6)
17 Sample: AMAP average vs global average
18. Significant opportunity
to connect and communicate more
via mobile devices
18 *Source: eMarketer; **Source: Gartner Group
19. ARE BRANDS
WELCOME
in this intimate space?
ATTITUDES
toward mobile
marketing formats
19
20. How do you
What about Willing to
feel about
adverts in share your
adverts on
apps? location?
your mobile?
20
21. Kenyans – a tolerant bunch relative to global cousins
Kenya Vs Global
Happy to see ads on mobile 36% 29% 14% +24
websites - if access is free
Happy to share my location to get 31% 27% 14% +24
more relevant services and offers
Happy to see ads in my apps – if
apps are free
23% 29% 21% +10
I enjoy playing Advertgames (games
that incorporate ads/brands)
16% 21% 16% +14
Strongly Agree Somewhat Agree Neither Agree Nor Disagree
21 Sample: smartphone and/or tablet users, AMAP and global averages
22. Half of all Favourable towards advertising on a
users handset or tablet (Kenya)
Much higher than in developed markets
22 *Source: eMarketer; **Source: Gartner Group
23. How would you characterize your attitude towards advertising on mobile phones/ tablets?
VERY/SOMEWHAT FAVORABLE, %
AMAP Average 40
Global Average 23
Limited activity
Kenya 48
Nigeria 48
Information seekers
India 43
South Africa 30
Brazil 23
Education & Entertainment Value
China 22
Mexico 19
Italy 19
Turkey 17 Cluttered advertising environment
UK 14
Germany 13 Poor quality communication
France 13 Spam!
23 Spain 12 Lack of respect for platform and audience
US 11
Canada 11 High levels of fatigue
Sample: smartphone users
24. If we look at mobile in the context of all other media….
How would you characterize your attitude towards advertising on….?
VERY/SOMEWHAT FAVORABLE, %
Non-Digital Digital
Kenya Vs Global Kenya Vs Global
TV ads +26 +18
77% Online search ads 57%
Newspaper ads +30 52% +24
77% Online ads with video
Social media news feeds 76% +34 +7
Opt-in email ads 52%
Billboard ads 75% +27 +23
Mobile ads 46%
Radio ads 73% +22
Telemarketing 45% +17
Magazine ads 68% +18
Games 45% +20
Social media ads 64% +31
Product placement 44% +6
Online display ads 62% +26
Direct mail 40%
+8
Websites/Microsites 55%
+20
Online music players 39%
Local deals 51% +16
+7
Ads on tablets 33%
Cinema ads 50%
+9 -
Non-opt-in email ads 13%
-5
24 Sample: smartphone and/or tablet users, AMAP and global averages
25. What’s driving advert favourability?
Mobile ad favorability vs. device importance
Great fav in markets where users
55
agree, mobile = more efficient life
NIGERIA KENYA
45 INDIA
Mobile Ad Favorability
35
SOUTH AFRICA
25 BRAZIL
CHINA
Opportunity for products & services that
MEXICO
ITALY seek efficiency as part of their
15 GERMANY FRANCE UK
SPAIN
TURKEY
proposition – e.g. Mobile Money, Mobile
banking, Bills etc….e-commerce ….
US
CANADA
5
40 50 60 70 80 90 100
Having a mobile device makes me more efficient
25 Sample: smartphone users
26. So
?
Mobile puts you, the brand, in the palm of their
hand
What
Accept that you are in their personal space,
They are interested in information and news
about the brand, but not without some
reservations
Observe rules of engagement - RESPECT
26 *Source: eMarketer; **Source: Gartner Group
27. Global Kenya
Irritation Novelty
Saturation Limited Activity
Move Fast!
Strong Share of Voice
Greater Advantage
27 *Source: eMarketer; **Source: Gartner Group
29. At their best, Mobile Ads are described in extremely positive terms
COMPANION HERO MEDIATOR SERVANT
“Offers information in “Offers help when I’m “I can compare “All my ‘questions’ about
different ways like a in need” prices, features and the brand/product are
solution provider” brands, before answered directly”
deciding on what to
buy”
BUT clumsy invasions - negative associations
BULLY THIEF REBEL VAMPIRE
“I hate it when ads “It just clicks and takes “It's rebellious, it Came to an ad that
interfere with my online over my world” interrupts me while I promised to give me
activity, asking me to play or work” 75% discount....to
click something that is discover it was not a
TV deal but a Salon
unclear”
spa”
29
30. Users have high expectations for mobile
1 2 3
Mobile Mobile Mobile will offer an
will be will know exchange of
competent who I am tangible value
And audiences can be receptive to mobile - when it’s done right.
30
31. MOBILE
is
FLEXIBLE
AND CAN PLAY MANY ROLES
IN THE
MEDIA MIX
31
32. Mobile ads have a greater impact on all brand metrics than
online ads
Percent Impacted (Δ)
MOBILE ONLINE
+4.8 Aided Brand +2.1
Awareness
+17.3 Ad +4.0
Awareness
+10.0 Message +2.2
Association
+3.8 Brand
+1.3
Favorability
+4.3
Purchase
Intent +1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525
32 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181
campaigns, n=127,191 respondents.
33. Even more so in an uncluttered environment
Percent Impacted (Δ)
MOBILE ONLINE
+4.8 Aided Brand +2.1
Awareness
+17.3 Ad +4.0
Awareness
+10.0 Message +2.2
Association
+3.8 Brand
+1.3
Favorability
+4.3
Purchase
Intent +1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525
33 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181
campaigns, n=127,191 respondents.
34. Even more so in an uncluttered environment
Percent Impacted (Δ)
MOBILE ONLINE
+4.8 Aided Brand +2.1
Awareness
Even stronger amongst
+17.3 Ad
youth
+4.0
Awareness
• Stronger affinity with medium Message
+10.0 +2.2
Association
• Higher penetration amongst
youth +3.8 Brand
+1.3
Favorability
+4.3
Purchase
Intent +1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525
34 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181
campaigns, n=127,191 respondents.
35. Mobile display ads drive traffic to websites
35 Sample: smartphone and/or tablet users, AMAP and global averages
36. Brand impact and interaction….and website visitation
Which of the following actions have you taken as a result of seeing a mobile ad?
Kenya Vs Global
Visited the brand website 40% +7
Searched for the brand
40% +9
40%
Clicked/Interacted with ad 35% +12
Looked for brand in a store 18% -1
Recommended the brand 17% +1
Sent ad to a friend 17% +5
Visited a site for similar brand
16% 0
Purchased the brand 14% 0
Searched for more11% from the same brand
ads -
Sent a message or 11%
a comment to the brand -
Posted the ad on 10%blog/profile
my -
36 Sample: smartphone and/or tablet users, AMAP and global averages
37. …but mobile ads are just one element of a
mobile campaign
Ensure an optimized website for continued
engagement
37 Sample: smartphone and/or tablet users, AMAP and global averages
38. Content - Tech/Telco particularly popular in Kenya – mirrors local activity
What types of companies or brands would you most like to see delivering services or
features for your mobile devices?
Kenya Vs Global
Online Technology companies 54% +22
retail Telecommunication companies 53% +28
Banks/Financial services 44% +13
Sports teams/leagues 40% +16
Fashion/Designers 37% +10
Banks/ Online shopping sites 35% -1
Financial Newspapers or magazines 31% -1
Hotels 30% +4
Food products/brands 29% +12
Automotive companies 29% +3
Local restaurants 26% -6
Telecomm-
Airlines 24% -2
unications
Drink products/brands 22% +3
Retail stores 21% -6
Quick service restaurants 13% -10
38 Sample: smartphone and/or tablet users, AMAP & global averages
39. Content - Tech/Telco particularly popular in Kenya – mirrors local activity
What types of companies or brands would you most like to see delivering services or
features for your mobile devices?
Kenya Vs Global
Online Technology companies 54% +22
retail Telecommunication companies 53% +28
Banks/Financial services 44% +13
Sports teams/leagues 40% +16
Fashion/Designers 37% +10
Banks/ Online shopping sites 35% -1
Financial Newspapers or magazines 31% -1
Hotels +4
Wide open space in other categories –
30%
Food products/brands
no activity here
29% +12
Automotive companies 29% +3
Local restaurants 26% -6
Telecomm-
Airlines 24% -2
unications
Drink products/brands 22% +3
Retail stores 21% -6
Quick service restaurants 13% -10
39 Sample: smartphone and/or tablet users, AMAP & global averages
40. Mobile Advertising – In A Nutshell
Ubiquitous medium But under utilised
Favourable – if conditions are right
More impactful on key brand metrics than on-line
Drives traffic to websites
Does have a role within the marketing mix
40
42. What do we mean by Mobile Advertising?
Websites Apps Ads
Not about apps alone
42
43. If we need a reason to believe….
2, million unique transactions a day
25% of GDP
M-PESA, Kenya
Wallet Lifestyle
Integrated into our lives
43
44. Guinness VIP – A Mobile Success Story
Guinness Football
Guinness VIP
Challenge
24/7 Relevance
Social Football Quiz
How to evolve
50,000 unique users beyond the Engaging content (live) that
users can only find through
playing the mobi game joining Guinness VIP
Football
Engagement platform for brand they
Inviting & challenging know and love
friends TV Season?
Gives consumers a voice,
through chat rooms,
blogs and photo uploads
Playing multiple games –social status and currency
45. The Role of Mobile? Expected to play a larger role than all
others in the mix in recruitment for the website
46. Guinness VIP Today
Five markets
Launched 2010
1.5 million users
100 million + page views
300,000 blog comments
20,000 user photos
46
47. RESPECT for the mobile audience and platform
will ensure a constructive future
Relevance Surprise & Exchange Time &
delight place
Engagement Play to Competence
strengths
47
48. Relevance
Offering relevant content throughout the life time of the website
Guinness VIP, Kenya
• Engaging content
• Current, updated
• Two way street – with blogs and comment
sections, photo uploads
• Simple, user friendly, extremely fast, responsive
design
48
49. Engagement
Brand building opportunity, mobile provides opportunities to go
deeper when users have moments of downtime.
Tusker Project Fame , Season Four
• Driving engagement and website traffic though the
Project Fame initiative
Mobile Website FB + Twitter
Active moderator on the
Contestant Info
night of contest
And Tusker Voting through mobile
Brands
Giving consumers a voice
49
50. Engagement
Social change initiatives find a home with digital too
National Youth Summit, Kenya 2013
Youth Peace and Reconciliation Platform
• With elections approaching, this summit
aimed to engage the youth to promote
peace
• Multi dimensional campaign
• Website
• Facebook
• Twitter
• SMS and email
50
51. Surprise & delight
Put a smile on the face of your consumers with every
mobile connection you deliver.
Ndovu Special Malt, Mike Tembo Comic, Tanzania
• A web cartoon or comic series - published weekly.
• Website, mobile site and facebook and twitter
• Reader Reward - to be featured in the comic
• Since its launch in February 16tth 2013, it has had over
2,000 unique visitors, spending an average time of 4
mins on the site
• Users post comments, share on Social Media
• Simplified layout
• Optimized for all mobile devices (different screen
sizes etc.)
51
52. Play to strengths of mobile
Mobile can play a unique role in the wider media mix since it is
both portable and personal.
Kenya Airways, Kenya
• A mobile platform - enhanced interactive
services from KQ
• Putting control in the palm of your hand
• Flight status, timetables, cargo
services, ticketing, and query air miles
• Dial the USSD code *737# and follow the user
friendly menu option for a wide variety of
information
52
53. Exchange
Users are looking for something of value in return for access to
their mobile phones.
McDonalds, South Africa
• In South Africa, coupons are offered when using the
McDonalds app - delivered via SMS
• Basic, but effective
• Rewards loyal customers; the app page is not
overloaded and the offer is clear
• Simple addition of a logo makes the coupon stand out:
• “Most text ads I see don’t have pictures or brands on
them so this is unique
53
54. Competence
Clear, functional and focused.
Sierra
• Mobile website
• Clear
• Fast
• Easy to use
• Relevant information for the mobile browser
Top of the pyramid
54
55. Text can be powerful too
Opportunities at the bottom of the pyramid
M-FARM, Kenya
• Text based agribusiness platform - for
stakeholders in the agricultural value chain
• Offers up to date commodity prices across Kenya
• Users simply sms 3555 to join
• Offers buying and selling price for any crop in any
location within Kenya
• Real time information which is being used to grow
the agricultural economy- farmers are able to sell
their produce to the ready local and international
markets via mobile phone
55
56. Multiple Applications
Social change
Brand Building
TV Game Show –
Tusker Project Fame
Information – drive useage
Service Provision - Airlines
Rural economies – real time
information on agri prices
56
57. M A RK ET IN G
BEST
PRA C TIC ES
for
MOBILE
WEBSITES, APPS
AND
DISPLAY ADS
57
58. Mobile websites should be fast and functional
What makes a good mobile website?
do: don’t:
make it fast feel compelled to outdo your
online website
make it clean forget mobile users are goal directed
make it easy to use value entertainment over competence
Simple is safest until network speeds improve
58
59. Make apps easy to acquire and easy to use
What makes a good mobile app?
do: don’t:
be free if possible crash (don’t be too resource intensive)
clearly explain what you build one unless it will be used regularly
offer, and what you’ve updated
focus on ease of use make it too complex
deliver something of value
Better no app than a poor app
59
60. Mobile display ads need clear branding, communication
and call-to-action
What makes a good mobile display ad?
do: don’t:
clearly brand your creative show your brand only on a
product shot
make sure you have a clutter your ads with too much
clear call-to-action text or too many logos
make the ads interactive repurpose online creative only to
and engaging leave it cropped
target as tightly as use intrusive formats unless
possible context is highly relevant
60
61. More detailed AdReaction findings
For further information on the AdReaction study in AMAP please contact:
Chris.githaiga@millwardbrown.com
If you are interested in more detailed country-level findings, please contact your local
Millward Brown Office via www.millwardbrown.com.
Customized analysis reports are also available.
FURTHER READING
• TNS Mobile Life: http://discovermobilelife.com/
• Google Mobile Planet: http://www.thinkwithgoogle.com/mobileplanet/en/
• Google Mobile Playbook: http://www.themobileplaybook.com
• Mobile Marketing Association case studies: http://www.mmaglobal.com/resources/case-studies
• More mobile examples: http://digital-examples.blogspot.com/search/label/mobile
61
62. AdReaction is part of Millward Brown’s Changing Channels campaign, a series
of published insights helping marketers navigate the changing media landscape
and explore new opportunities to connect with consumers.
VISIT WWW.MILLWARDBROWN.COM FOR MORE INFORMATION.
VISIT WWW.MILLWARDBROWN.COM FOR MORE INFORMATION.
62
