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1
The	Four	Cs	of	
Mobile	Advertising
C H A N N E L | C O N T E X T | C O N T E N T | C O N N E C T
V I E T N A M - S E P 2...
2
Source: eMarketer Digital World Atlas
Everyone owns at least one mobile phone
145% 138% 131% 125%
105%
Malaysia Thailand...
3
Smartphones are
making inroads
into the masses
Source: eMarketer 2015
Vietnam
36%
Thailand
39%
Malaysia
47%
Philippines
...
4
For many,
mobile phone is
the first and
only internet
screen
5
34%
OF TOTAL APAC AD SPEND
73%
OF DIGITAL
APAC mobile
internet ad spend
expected to soar
Source: emarketer 2015; mobile ...
6
So we asked: ‘have you read or clicked on any mobile ads in the past one month?’
Q7. Have you read or clicked on any mob...
7
Do you let your 3-8 year old kids use a smartphone/tablet?
Source: Asianparent / Samsung Kidstime’s Mobile Device Usage ...
8
Mobile is the new
end cap
9
But we still have
incomplete knowledge
on how consumers
response to mobile
advertising
L A C K T R A C K I N G A N D L A...
10
So we embarked
on a region-wide
research in July
2600+
RESPONDENTS
5
COUNTRIES
15 – 54
YEARS OLD SMARTPHONE INTERNET
US...
11
Methodology
BY INVITATION ONLY
You can’t choose to join our panels or recommend your friends – We
invite to ensure rand...
12
CHANNEL
What are the mobile touch points?
Four core
questions:
CONNECT
How to integrate mobile with other
mediums
CONTE...
13
Find this report interesting ?
Download the full report by visiting
▶ http://www.decisionlab.co/download-
material-4cs-...
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The Four Cs of Mobile Advertising: What brands must know about mobile advertising (Vietnam Report)

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Mobile devices are that the center of our connected life, so much so that mobile advertising is now an integral part of major campaigns in Vietnam. However, the reality is while we might know a lot about consumers' mobile usage, we know far less about how individual segments respond to different formats and content types on their mobile devices. Until now…

Download your free report of "The Four Cs of Mobile Advertising" to deep dive into mobile advertising in Vietnam by visiting http://www.decisionlab.co/download-material-4cs-vietnam

Publié dans : Marketing
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The Four Cs of Mobile Advertising: What brands must know about mobile advertising (Vietnam Report)

  1. 1. 1 The Four Cs of Mobile Advertising C H A N N E L | C O N T E X T | C O N T E N T | C O N N E C T V I E T N A M - S E P 2 0 1 5
  2. 2. 2 Source: eMarketer Digital World Atlas Everyone owns at least one mobile phone 145% 138% 131% 125% 105% Malaysia Thailand Vietnam Indonesia Philippines
  3. 3. 3 Smartphones are making inroads into the masses Source: eMarketer 2015 Vietnam 36% Thailand 39% Malaysia 47% Philippines 37% Indonesia 37%
  4. 4. 4 For many, mobile phone is the first and only internet screen
  5. 5. 5 34% OF TOTAL APAC AD SPEND 73% OF DIGITAL APAC mobile internet ad spend expected to soar Source: emarketer 2015; mobile spend includes tablets, all display (banner, video and rich media) and search; exclude SMS, MMS & P2P messaging-based ad 2015 2019
  6. 6. 6 So we asked: ‘have you read or clicked on any mobile ads in the past one month?’ Q7. Have you read or clicked on any mobile ads in the past one month? Mobile ads definitely pique consumers’ curiosity 40% 33% 38% 45% 44% 25% 37% 41% 33% 32% 40% 42% SEA Malaysia Indonesia Philippines Thailand Vietnam No Yes, I clicked on it accidently. Yes, because I was interested.
  7. 7. 7 Do you let your 3-8 year old kids use a smartphone/tablet? Source: Asianparent / Samsung Kidstime’s Mobile Device Usage Among Young Kids 2014; Q: Do you let your 3-8 year old kids use a smartphone/tablet? Future consumers already own a mobile phone today 14% 14% 13% 15% 16% 12% 66% 69% 66% 64% 67% 64% 19% 15% 19% 20% 15% 23% SEA Indonesia Malaysia Thailand Philippines Singapore Never No. Except in certain cases Yes. Sometimes Yes. Most of the time
  8. 8. 8 Mobile is the new end cap
  9. 9. 9 But we still have incomplete knowledge on how consumers response to mobile advertising L A C K T R A C K I N G A N D L A C K ( T R A D I T I O N A L ) C R E A T I V E S P A C E
  10. 10. 10 So we embarked on a region-wide research in July 2600+ RESPONDENTS 5 COUNTRIES 15 – 54 YEARS OLD SMARTPHONE INTERNET USERS Vietnam 489,075 Thailand 145,885 Malaysia 129,658 Philippines 127,076 Indonesia 97,719
  11. 11. 11 Methodology BY INVITATION ONLY You can’t choose to join our panels or recommend your friends – We invite to ensure random selection and full control. SINGLE SOURCE We apply one method for recruitment across all panels to give you consistent results, every time. NO PROFESSIONALS Our panelist are offered small lucky draws – that’s it! We only want people joining for the right reasons.
  12. 12. 12 CHANNEL What are the mobile touch points? Four core questions: CONNECT How to integrate mobile with other mediums CONTENT How to engage consumers on mobile? CONTEXT When is mobile used to engage with brands?
  13. 13. 13 Find this report interesting ? Download the full report by visiting ▶ http://www.decisionlab.co/download- material-4cs-vietnam

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