digital 2013 - mindshare
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Digital 2013Mindshare
To insert a Mindshare image, on the Mindshare tab of the ribbon, click Mindshare Images. To insert an image from your files, click the icon in the centre of the placeholder. (If you do
not see the icon, on the Insert tab, in the Images group, click Picture.)
After replacing your image, on the Picture Tools Format tab, in the Arrange group, click the arrow beside Send Backward and then click Send to Back to display text.
In 1996 it took 25 mins to download 1 song…
To insert a Mindshare image, on the Mindshare tab of the ribbon, click Mindshare Images. To insert an image from your files, click the icon in the centre of the placeholder. (If you do
not see the icon, on the Insert tab, in the Images group, click Picture.)
After replacing your image, on the Picture Tools Format tab, in the Arrange group, click the arrow beside Send Backward and then click Send to Back to display text.
To update this brand zone text, on the Insert tab, click Header & Footer3
…Now it takes 25 seconds on your mobile phone
Facebook has reached 1,000,000,000 ++ users
To update this brand zone text, on the Insert tab, click Header & Footer5
He’s made a lot of money
6
How many of you knew this guy 1 year ago?
To insert a Mindshare image, on the Mindshare tab of the ribbon, click Mindshare Images. To insert an image from your files, click the icon in the centre of the placeholder. (If you do
not see the icon, on the Insert tab, in the Images group, click Picture.)
After replacing your image, on the Picture Tools Format tab, in the Arrange group, click the arrow beside Send Backward and then click Send to Back to display text.
To update this brand zone text, on the Insert tab, click Header & Footer7
The world is going through a period of profound change
It’s happening quickly and it’s driven by technology and the internet
What does this mean for Vietnam?
The landscape is changing fast
10
TV Daily Cable TV Daily
Newspaper Daily
Magazine Daily
Radio Daily Cinema Monthly
Outdoor Daily
Internet Daily
88%
55%
34%
5%
12%
6%
51%
21%
86%
67%
40%
11% 11% 11%
63%
36%
88%
73%
39%
7%
15% 14%
67%
45%200820102012
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
Internet consumption has grown over the past 5 years, as time spent watching TV has declined
11
All Television Newspaper Magazine Radio Internet
140
3217 14
44
134
3422
13
74
124
39
16 16
84
2008 2010 2012
Average Minutes Spent Per Day
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
Although time spent watching TV is decreasing, people increasingly watch TV online and/or on mobile device.
In 2012 19% of urban adults has watched LIVE TV online in the last month, (15% in 2010). These people mostly watch on the internet (16%), followed by on mobile phones (4%), and on iPad/ Tablet (1%).
The increase in time spent online compared with time spent watching TV is most visible amongst Men 25-34
12 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
TV Internet
130
85
135117
126 127
200820102012
M 16-24
TV Internet
147
63
137
102
126
104
F 16-24
TV Internet
134
45
118
81
113103
M 25-34
TV Internet
146
22
136
42
129
57
F 25-44
-4min +42min -21min +41min
-21min +58min -17min +35min
Changing attitudes towards media and advertisement
13
2008
2010
2012
2008
2010
2012
2008
2010
2012
2008
2010
2012
2008
2010
2012
0 10 20 30 40 50 60 70 80
53
54
60
61
49
43
55
51
47
62
57
49
50
48
41
“I trust TV news to report accurately”
“TV commercials provide truthful information”
“I trust newspapers to report accurately”
“I like watching TV advertising”
“I have less and less trust in companies and brands”
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
%
The last 5 years show a
downward trend in trust in advertisement and traditional
media.
Urban adults don’t just believe what they are being told anymore.
The number of people who like TV
advertising has dropped
significantly
The decreasing trust in traditional media goes alongside an upward trend in online media
14 Source: 3D 2012 (1,790), 2010 (1,575), 2008 (1,282) urban adults aged 15-45 who use the internet* ComScore Data Gem
Vietnamese people are curious and they actively look for information themselves. Social media serves as an expansion of WOM: People share opinions, ask
questions and so they look for their own truth, not the truth of the advertiser.
2008 2010 20120
10
20
30
40
50
60
70
80
20
38
72
Social network penetra-tion
Across the Asia-pacific region, Vietnam has the highest video viewing penetration: 89.8%
reach of web population* %
134 minutes online per day
15
63% of all adults has used the internet in the last 3 months. These adults go online 26 times a month and on an average day they spend 134 minutes online.
Time of day usually go online
07.0
1am
-10.
00am
10:0
1am
-12.
00pm
12:0
1pm
-14.
00pm
14:0
1pm
-17.
00pm
17:0
1pm
-20.
00pm
20:0
1pm
-24.
00am
00.0
1am
-04.
00am
04:0
1am
-07.
00am
It Var
ies0
10
20
30
40
50
60
70
23
37
%
All adults
M 16-24
F 16-24
M 25-34
F 25-44
0102030405060708090
100
63
84 8072
47
Internet penetration%
Internet penetration is skewed towards the young audiences
Source: 3D 2012 Base: 3,010 urban adults aged 15-45, of who 1,790 use internet
72% of adults has a social network
16
72% of online adults has a social network. On average, these people visit their social network(s) 27 times a month.
Social Network have a profile on
M16-24 F16-24 M25-34 F25-440
102030405060708090
77 7984
7874
78
58 57
45 42
3026
17 14 16 13
Yahoo! FacebookZingMe Google+
%
All adults
M 16-24
F 16-24 M 25-34
F 25-440
102030405060708090
100
7279
84
6862
Social Network penetration
Having a social network is skewed towards the younger
online adults
Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 1,253 social network
Amongst the older adults, Yahoo! has a definite lead over Facebook, whereas amongst the younger adults, Yahoo! and Facebook are
almost evenly popular.
%
Mobile Internet
17
51% of the online adults use mobile internet, with an average of 27 times a month.
Time of day use mobile internet
07.0
1am
-10.
00am
10:0
1am
-12.
00pm
12:0
1pm
-14.
00pm
14:0
1pm
-17.
00pm
17:0
1pm
-20.
00pm
20:0
1pm
-24.
00am
00.0
1am
-04.
00am
04:0
1am
-07.
00am
It Var
ies0
10
20
30
40
50
2230
%
Using mobile internet is quite spread over the day, which is the convenience of going online on your phone
Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 996 use mobile internet
All adults
M 16-24 F 16-24 M 25-34 F 25-440
10
20
30
40
50
60
70
80
90
100
5159 61
5244
Mobile internet penetration%
People read newspapers cross platform
18 Source: 3D 2012 Base: 2,118 urban adults who read/buy newspapers
0
10
20
30
40
50
60
70
80
9080
56
52 2 2 2
All adults M16-24 F16-24 M25-34 F25-44
More females than males read hard copy newspapers, whereas males are more likely to
read a newspaper website than females.
Reading the news via app’s is still very low amongst Vietnamese adults. Males, and especially
young males, are more likely to use newspaper apps.
%
…and magazines
19
A hard
copy
Magazi
ne web...
Smartp
hone app
iPad/ta
blet a
pp
Oth
er
bulletin
s0
10
20
30
40
50
60
70
80
90
100
82
48
72 3
All adults M16-24 F16-24 M25-34 F25-44
More females than males read hard copy magazines, especially the 25-45 females. Males are
more likely to read a magazine online than females.
Reading magazines via app’s is still low, but there is a skew towards the young females and males.
%
Source: 3D 2012 Base: 898 urban adults who read/buy magazines
Radio is consumed through mobile phones
20
32% of the urban adults has listened to the radio in the last month. These adults listen to the radio 20 times a month, for an average of 50 minutes.
46%
18%16%
14%4%3%
How usually listen to the radio
By mobile phone On a radio cassetteThrough a radio set Via public loudspeakersIn car/ taxi On the internet
Radio stations listened to in last 7 days
HCMC
VOV Giao Thong 66%
Voice of HCM 48%
Voice of Binh Duong 33%
Xone FM 17%
VOV1 16%
Radio stations listened to in last 7 days
Hanoi
VOV Giao Thong 50%
VOV1 38%
Voice of Ha Noi 27%
VOV3 19%
Xone FM 8%
Source: 3D 2012 Base: 922 urban adults who listen to the radioHCMC (331), Hanoi (126)
Consumer experience of the world does not fit in neat boxes
The lines between the real and virtual worlds are disappearing
The lines between the real and the virtual world are disappearing
What we as marketers call digital has just been absorbed into consumers daily lives
Mail is just Email or Messaging
Music is just MP3
Photo Albums are just Facebook
Videos on Tablet, PC or Mobile are just the new TV
Conversations are on Facebook
Games are just played online, with friends, in social networks
Mobile phones are just something they use to pass the time when they are bored, and they use them to interact with whatever is around them
Our customers are the best integrated marketers out there
Your customers do not see the lines we see between channels
They do not perceive how you communicate with them in the digital space as separate to the real world
They are experts at connecting the two together already
What they see on TV or Posters or in Newspapers, or at an event, or anywhere else in the real world they share and act on online
That is the biggest opportunity in 2013
25
In the technology revolution, things change daily
1. Content is now more liquid
2. Communication is always on
3. And advertising is about Orchestration, not just Integration
Post digital communication is “always on”
Integration happens around social and mobile
Social listening becomes even more important for brands
Mobile devices are a key connector
Commerce gets legs and goes mobile
“MOBILE IS THE MOST OVER-HYPED MEDIUM IN THE SHORT TERM AND THE MOST UNDER-HYPED MEDIUM IN THE LONG TERM.”
MARTIN SORRELL, CEO, WPP
Customer service becomes more integrated with marketing
Think Mobile
Think Social
Don’t think in boxes!
Beware the “Cargo Cult” mentality
THANK YOU!
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