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I need you to start taking mobile seriously презентация
Содержание
- 1. I need you to start taking mobile seriously
- 2. Blackberry sales down 45% YOY
- 4. Today’s Journey
- 5. We’re a mobile first country
- 6. Total Unique Browsers +21% 24m Time spent
- 7. Unique mobile internet +41% 12.5m
- 8. Content should be …
- 10. We love to talk soccer
- 13. Total Unique Browsers +21% 24m Time
- 14. 67 million Subscribers (Pop 51 Million)
- 15. Therefore central to everything we do Source: Millward Brown 14
- 16. Therefore central to everything we do Source: Millward Brown 14
- 17. But how are they accessing? Nokia Asha 520 Samsung E250
- 18. Get paid R1 to own a phone
- 19. But how are they accessing?
- 20. Case Study: Grace earns R800 per
- 21. Low Middle High Opera Mini Blackberry Nokia
- 22. Today’s Journey
- 23. Platform (CONTENT) Search Social Mobile (USSD
- 24. Search
- 25. Are you at ZMOT?
- 27. Search Talk to search and TV Add in keywords and content
- 28. Search Search is driven by ATL awareness
- 29. 1818 clubhouse example Most used search terms 1818
- 30. Social
- 31. The numbers
- 32. Social is mobile
- 34. Source: AMPS Jun’12-Jul’13 Source: Mobile Operators 2013
- 35. Display
- 36. Which Ad Formats are the most noticeable? Source: Effective Measure Survey Q1 2014
- 37. Source: Effective Measure Survey Q1 2014 South Africans notice mobile ads
- 38. Display is alive and well on mobile
- 39. The mobile banner
- 40. Taking the next step New ways of
- 41. USSD & SMS (Mobile)
- 42. SMS / USSD Reasons to use USSD
- 43. SMS / USSD - Findings Don’t ask
- 44. Using USSD Carling Black Label: Be
- 45. Video
- 46. Watching Video’s on your cellphone Watching video
- 47. Video - Woolworths http://www.youtube.com/watch?v=qkxKGAWmGb0
- 48. Platform (CONTENT) Search Social Mobile (USSD
- 49. The platform to publish
- 50. The platform Of consumers say their opinion
- 51. N=354 smartphone users only QUESTION: Which
- 52. Age, not income, has the highest direct
- 53. BMIT 13 MSG Social Games
- 54. Top free apps in SA: Apple App Store
- 55. Top free apps in SA: Windows Phone Store
- 56. Top free apps in SA: Google Play Store
- 57. The platform to publish Utility
- 58. MXIT
- 59. Activity on Mxit
- 60. Who uses Mxit in South
- 61. Multi-platform
- 62. Top devices
- 63. Top apps BUSINESS ENTERTAINMENT LIFESTYLE
- 64. Today’s Journey
- 65. Mobile first Mobile first
- 68. Up to 56% of all ad revenue in 1 year
- 69. One voice Multiple platforms “70% of regular
- 70. One voice Multiple platforms
- 71. One voice Multiple platforms
- 72. Dual screening
- 74. Mobile redemption
- 75. Range Rover Sport Using websocket technology
- 76. Starbucks – Mobile app
- 77. Cinema OOH Print Radio Television These FB
Слайд 6Total Unique Browsers
+21%
24m
Time spent on sites (Average)
- 21%
Long since overtaken desktop
Слайд 13Total Unique Browsers
+21%
24m
Time spent on sites (Average)
Unique mobile internet
+41%
12.5m
- 21%
July
30%
90%
76%
Long since overtaken desktop access
95% FNB banking done via USSD
5% via App
Source: Effective Measure, Feb’13-’14
Слайд 1467 million Subscribers (Pop 51 Million)
15.5 million (30% of total
Vodacom 46% market share
(
MTN market share of 37%
7.2 million Vodacom smartphone users
16m active data
36.2 million (70% of Total Population)
Feature Phones
Cell C market share of 17%
Mobile usage:
R80 ARPU Prepaid
R257 ARPU on smartphone
70% prepaid sales are R5 airtime voucher
Data traffic growing 70% year on year
Mobile landscape – MTN, CellC & Vodacom Results 2013/14
With growing penetration of smartphones
Слайд 20
Case Study: Grace earns R800 per month working part time and
70% of South Africans fall into the income bracket of earning R5000 a month or less. Those with less than R3500 a month spend twice as much on cellphones and airtime as on education.
What are they spending their money on?
Source: Unilever Majority Study 2013
18-24 Year old
56% spend airtime on voice calls
(10% drop)
Data up 15%
c
Слайд 21Low
Middle
High
Opera Mini
Blackberry
Nokia Asher
Mid range Samsung
Safari/Chrome
Call & SMS
Please Call Me
Mxit
eLearn/USSD
USSD
Music via
Mobile landscape – AAMPS, WWWorx 12
High level mobile segmentation
WhatsApp/WeChat
Mxit
Facebook
Search (Google)
Music via Bluetooth
WhatsApp/iMessage
Email
Twitter & Instagram
Search
Music via Downloads
Talk
Social
Access
Entertainment
Слайд 28Search
Search is driven by ATL awareness
Always on search / Search
Combined effect (Multiplier effect) - Increases effectiveness of TV
Слайд 34Source: AMPS Jun’12-Jul’13
Source: Mobile Operators 2013
Source: IAB (Effective Measure) Jan 2014
Source:
Mobile Stats to go on
Слайд 40Taking the next step
New ways of doing it…
Retargeting
Location based /
Programmatic buying
In-Gaming advertising & In-App largest increase in mobile advertising comes from these categories
Слайд 42SMS / USSD
Reasons to use USSD
Cost effective for consumer (20sec =
Faster (one session)
Widest spectrum of phones (Except … BB)
Once registered user is recognized for future
95% FNB’s banking traffic through USSD
Disadvantages
Hard to use on ATL transient media
Not as memorable as other short codes
Can’t be forwarded
Grapevine 14
Слайд 43SMS / USSD - Findings
Don’t ask consumer for free form answers.
Avoid asking consumer’s to type in lengthy numbers like full ID (best practice is to ask for first 6 digits)
Consumers become frustrated if they have bought your product and gotten a unique code, but are then expected to answer a multitude of questions before they get a valid entry.
Consumers should be told after they give a valid unique code that this is a valid entry and the rest of the info is just additional.
Some consumers struggle with USSD on their particular handset. Eg: Blackberry.
Grapevine 14
Слайд 44Using USSD
Carling Black Label: Be the Coach (2011)
Selecting the relevant
Integrated Media mix to amplify the idea
Achieved 10.5 million votes for team selection (consumers voted 18 times on average) with 40 000 SMS votes for in game substitutions.
The campaign is in it’s third year since inception proving to be a highly successful campaign
Campaign Objective
Grow CBL Market share during the period and deepen brand engagement
Слайд 46Watching Video’s on your cellphone
Watching video on cell is NOT a
Higher LSM = longer video
CTR’s to video below 0.04% in SA
Be vigilant around video content
REALISTIC about expectations
Source: AMPS 2013 Main Branded BA (Jul 2012-Jun 2013)
Слайд 50The platform
Of consumers say their opinion of a brand will be
Say their opinion of a brand will be lower if the website content doesn't display properly on their phone
Nielsen's April 13
Слайд 51N=354 smartphone users only
QUESTION: Which of the following best describes
Top 3 things that consumers want from a mobisite
Слайд 52Age, not income, has the highest direct correlation to whether apps
BMIT 13 research
Слайд 57The platform to publish
Utility
Content
Game
Not flash
KISS
Dynamic dependant
Feature focus
MXIT
Focus the content
Слайд 60
Who uses Mxit in South Africa?
Core audience: 18 – 24 years
LSM 6 – 8 with a geographic and ethnicity split reflecting the SA population
Ethnicity:
Black: 67%
Coloured: 21%
White: 8%
Malay/Indian: 4%
Слайд 63
Top apps
BUSINESS
ENTERTAINMENT
LIFESTYLE
SPORTS
PHOTOS
JunkMail Xchange
UUSI SA
Mxit Music
D-SIDERS
Swagga
The Love Doctor
Supersport
Mad4Socca
Mxpix
Imagik
Слайд 69One voice
Multiple platforms
“70% of regular internet users own between 2-3 devices
-DMMA Digital Nation Research 2012
Слайд 75Range Rover Sport
Using websocket technology
Users synced phone with ad unit
Allowed
Слайд 77Cinema
OOH
Print
Radio
Television
These FB and Twitter logos make sense!
Online in approach
Vague in
Website address
Go do something complicated!
Like our page you have no idea where to find!
That last half second
#Tag
Shazam
LBS Technology
Search / Addressable
USSD
Search
SMS
#Tag
#Tag
Shazam
Search 4
Mobi Site
Medium
Current way of thinking
Thinking Mobile First
Slap the URL on here, they would love to access the website from the theatre
Mobile first in every channel
