inmobi consumer mobile advertsiing in us : top 5 insights
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A Global Consumer View of Mobile Advertising:U.S. Market Insights
James Lamberti
August 25th, 2010
In partnership with:
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The Consumer Perspective
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Consumer point of view limited Actionable data and best practices often lacking Global perspective on mobile advertising missing
The Problem
Provide a deep consumer view on mobileadvertising
Offer a global perspective across 14 countries and6 regions Initiate on-going tracking and best practices
research to help educate the market
ResearchObjectives
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Methodology
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PRIMARY
SURVEY
RESEARCH
INMOBI
NETWORK
RESEARCH
QUALITATIVE
INTERVIEWS
2 Minutes and 8 Questions14 Countries20,000 CompletesEnglish + In-LanguageAge, Demo, Language WeightedcomScore Partnership
USA Field 8/7 8/124,399 completes
Fully Weighted
20.3 Billion Impressions6 Regions15 Countries
6 Regions5 Countries
8 InMobi ExecutivesObjective AnalysisMix of Global + Regional Leaders6 Regions
8 InMobi Executives6 Regions
Full Analysis Details NYC Preview
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Question Specific Language
1. GenderAre you: Male
Female
2. Age
Your age: 0 -14 [End]
15 - 24
25 - 34
35 - 44
45 - 64
65 +
3. Overall
opinion
How comfortable are you with mobile advertising? Very comfortable, they serve an important purpose
Somewhat comfortable, Im getting used to seeing them Not comfortable at all, they are intrusive
No opinion, I do not think much about ads on my phone
4. Ad
benefits
Has a mobile ad ever? [check all that apply]
Introduced me to something new
Helped me learn more about something
Saved me money
Saved me time
Helped me find something nearby
Reminded me of something important
Entertained me Given me something for free
Been relevant to who I am or what I am doing
5. What if
apps
With ads on your phone: you get free appsWithout ads: you pay for those apps
Are you more willing to have ads on your phone? Yes
Maybe
No
Question Specific Language
6. What if
data plan
With ads: your phone bill is reduced by 10%Without ads: you pay the regular price
Are you more willing to have ads on yourphone? Yes
Maybe
No
7. What if
relevance
What if all the ads on your phone arepersonalized to you in a helpful way.
For example, you travel to a new city and an adgives you a coupon to a local restaurant.
Are you more willing to have ads on yourphone? Yes
Maybe
No
8. Which adwould you
click
(See creative
on next page)
If you saw these ads on your phone, which would youclick, if any? [check all that you might click]
Creative, CTA Call
Creative, CTA Search
Creative, CTA Content
Creative, CTA Purchase
Creative, CTA Viral
None of these
9. Why selectWhy did the ad(s) you selected appeal to you? [check
all that apply] Same list as Q4
Full Questionnaire
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Ad Creative Strategy:4 Categories, 5 Calls to Action, 14 Countries
Credentials:#2 Global Hotel Brand(after Holiday Inn, source: Lodging
Hospitality magazine online)
#10 Global Brand(Interbrand List, 2009)
#5 Global Brand(Interbrand List, 2009)
#18 Global Brand(Interbrand List, 2009)
Scenario: Travel to a newcity
Movie X playing thissummer
International launchof Device Y
New hybrid sportcar
Five Calls-to-Action for Each: Make a Call Do a Search Get Digital Content
Four
distinctbrands:
Make a Purchase Share with Friends
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Major
HotelBrand
Major Movie
Release New ConsumerElectronic
Global
AutomotiveBrand
Consumers Experienced Real 300x50 Banner Creative,We Blinded Brands To Release These Results Publicly
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USA RESULTS
First Market in Global Study
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Nearly two-thirds of consumers arecomfortable with mobile ads.
38%
25%
16%
10%12%
Very comfortable,they serve an
important purpose
Somewhatcomfortable,
Im getting usedto seeing them
No opinion,I do not think
much about adson my phone
Somewhatuncomfortable,
they can bedistracting
Not comfortableat all,
they are intrusive
Level of Comfort with Mobile Advertising
Base = Total respondents (n=4,399)
Q3. How comfortable are you with mobile advertising?7
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71%53%
14%
18%
16%29%
Male Female
Top 2 Box Neutral Bottom 2 Box
Base = Total respondents (Male=3,194; Female=1,205; Under 25=2,327; 25-44=1,662; 45+=410)
Q3. How comfortable are you with mobile advertising?
Level of Comfort with Mobile Advertising
73%62%
51%
11%16%
20%
15% 22%29%
Under 25 25 - 44 45+
Top 2 Box Neutral Bottom 2 Box
While all demographics are generally positive,males and youth are most receptive.
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54%30%
17%
Free Apps
Yes Maybe No
Base = Control respondents (n=1,506)What if scenarios presented:Q5. With ads on your phone::you get free apps; Without ads: you pay for those apps;
Q6. With ads: your phone bill is reduced by 10%; Without ads: you pay the regular price;Q7. All the ads on your phone are personalized to you in a helpful way? For example, you travel to a new city and an ad gives you a coupon to alocal restaurant; Are you more willing to have ads on your phone?
57%26%
17%
10% Off Phone Bill
Yes Maybe No
59%27%
14%
Ads Personalized to You
Yes Maybe No
Willingness to Have Ads on Phone
Personalization of ads is more appealingthan saving money and free apps.
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21%
22%
24%
25%
27%
29%
30%
35%
47%
Reminded you of something important
Been relevant to who you are or what you are doing
Saved you time
Saved you money
Helped you find something nearby
Given you something
for free
Entertained you
Helped you learn more about something
Introduced you to something new
Benefit of Mobile Advertisements Seen in the Past
U.S. Total
Base = Control respondents (n=1,506)
Q4. Has a mobile ad ever? [check all that apply]
A broad, flat distribution of benefitsdefines mobile advertising.
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75%
25%
Yes, would click onone or more ad
No, not click on any
58%
42%
Yes, would click onone or more ad
No, not click on any
66%
34%
Yes, would click onone or more ad
No, not click on any
61%
39%
Yes, would click onone or more ad
No, not click on any
Base = Test respondents (Hotel=698; Entertainment=717; Electronics=566; Automotive=912)
Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]
Consumers are engaged in across everycategory from entertainment to cars.
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Major
Hotel
Brand
Major
Movie
Release
New
Consumer
Electronic
Global
AutomotiveBrand
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75%
25%
Yes, would click onone or more ad
No, not click on any
Base = Test respondents (Total Automotive=912; Male=637, Female=275; Under 25=461; 25-44=379; 45+=72*); *Caution: Small samplesize
Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]
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The new $40,000 car campaign was mostappealing among the brands tested.
47%
21%
18%
33%
17%
53%
79%
82%
67%
83%
45+
25-44
< 25
Female
Male
Yes
No
Global
Automotive
Brand
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61%
39%
Yes, would click onone or more ad
No, not click on any
Base = Test respondents (Total Hotel=698; Male=479, Female=219; Under 25=351; 25-44=278; 45+=69*); *Caution: Small sample size
Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]
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43%
37%
36%
47%
30%
57%
63%
64%
53%
70%
45+
25-44
< 25
Female
Male
Yes
No
Age and gender engagement patterns areconsistent across all brands including hotel.
Major Hotel
Brand
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66%
34%
Yes, would click onone or more ad
No, not click on any
Base = Test respondents (Total Entertainment=717; Male=497, Female=220; Under 25=340; 25-44=287; 45+=90*); *Caution: Small sample size
Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]
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Entertainment drove high interest suggesting alink between creative efficacy and device usage.
45%
33%
25%
41%
29%
55%
67%
75%
59%
71%
45+
25-44
< 25
Female
Male
Yes
No
Major
MovieRelease
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58%
42%
Yes, would click onone or more ad
No, not click on any
Base = Test respondents (Total Consumer Electronic=566; Male=398, Female=168; Under 25=282; 25-44=225; 45+=59*); *Caution:Small sample size
Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]
Response data helps with mobile customerdiscovery such as young males.
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52%
45%
27%
55%
31%
48%
55%
73%
45%
69%
45+
25-44
< 25
Female
Male
Yes
No
New
Consumer
Electronic
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Specific Creative By Call to Action:Copy and 300 x 50 Banners
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Share with Friends Make A Purchase
Recommend a friend and get your
room 50% off
Share the trailer and see the movietoday
Recommend a friend and get a free
headset
Share a virtual test drive with a
friend
Book now and save 20%
Buy tickets now right over yourphone
Buy now and save 20%
1.9% financing available now right
over your phone
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Creative By Call to Action:Copy and 300 x 50 Banners
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Make a Call Do A Search Get Digital Content
Planning a trip? Call now for
discount rates!
Call now for tickets.
Book a test drive today.
Call now for information and
discounts.
Need a hotel room? Click now to
find a room nearby.
Search now for theaters andshowtimes near you.
Locate a dealer near you.
Find a store near you.
Planning a trip? Take a virtual tour
of our newly remodeled rooms.
Download trailers and wallpapersof your favorite character.
Take a virtual test drive!
See a live demo of our most
advanced phone ever!
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25%22%
20%18% 18%
Call Content Viral Purchase Search
Mobile Ads Consumers Would Click On
U.S. Total
Base = Test respondents (n=2,145)
Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click]
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Appeal of calls to action lines up with theconvenient and social nature of the device.
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31%24% 22% 20% 22%
Call Content Viral Purchase Search
Base = Test respondents (Male=2,011; Female=882)
Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]
19% 19% 19% 16% 13%
Call Content Viral Purchase Search
Mobile Ads Consumers Would Click On
Male
Female
Willingness to make a call or search defines thedifference between men and women.
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17%
26%
17%
24%
Content
Mobile Ads Consumers Would Click On by Advertiser BrandContent CTA
Hotel Movie Electronic Auto
Base = Test respondents (Hotel=698; Entertainment=717; Consumer Electronic=566; Automotive=912)
Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]
Entertainment and big ticket purchases arebest served with compelling content.
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16%
21%
17%
26%
Viral
Mobile Ads Consumers Would Click On by Advertiser BrandViral CTA
Hotel Movie Electronic Auto
Base = Test respondents (Hotel=698; Entertainment=717; Consumer Electronic=566; Automotive=912)
Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]
Sharing with friends extends advertiser ROIand is easily done over the phone.
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13%
25%
12%
18%
27%
24%
24%
25%
15%
32%
Female
Male
Call
ContentViral
Purchase
Search
24% 24% 26%15% 19%
Call Content Viral Purchase Search
Base = Test respondents that saw the Automotive ads (Total=912; Male=637; Female=275)
Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]
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Share with friends and get content appeal tomen and women equally.
Global
Automotive
Brand
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Implications & next steps.
Finding Support/Best Practice
Consumers are ahead of us when it
comes to mobile advertising.
63% are comfortable, only 22% negative. Acceptance climbs +10 pts to
73% with an understanding of the exchange of value.
Personalization (59% T2B) is as important as cost savings (54% to 57% T2B)
in the exchange of value. Perceived benefits are broad (9 benefits ranging from 21% to 47% T2B )
and cover ALL stages of the funnel.
All demos are engaged, but men and
those under 45 are particularly
engaged.
74% of Men claim an interest in clicking vs. women at 58%.
Click interest in mobile ads is sustained up to 45 years old (64%) vs. 49%
for 45+
Mobile is NOT just like PC. Ads must
consider the personal nature of the
device - especially among women.
Calls to action linked to use of the device are key phone calls, social
media, and entertainment/content are equally important.
While Make a call ranked highest overall at 25%, pockets of interest
among women are linked to content and viral creative authenticity.
Rapid development of best practices is
key to unlock the potential for mobile.
Calls to action, benefits, and levels of engagement among targets are
easily generalized, but highly nuanced at a category/brand level.
A test grid is easily executed to unlock best practices with 3 to 6 months of
focused testing.
Consumers are well ahead of us in their use of the phone and comfort with ads.
Agencies and brands should test and replicate this study to gather best practices in mobile.