can you tell me about the last ad you saw tns
TRANSCRIPT
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
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March 4-7, 2014 Ramada Hotel, Singapore
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March 4-7, 2014 Ramada Hotel, Singapore
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©TNS 2014
Can you tell me about the last ad you saw? Presenting an alternative to recall, prompted awareness, and boring respondents to death Joe Webb Regional Head of Digital TNS Asia Pacific [email protected] @webbonthewebb
©TNS 2014
Why do we need mobile?
Relevance
Reality Reach
©TNS 2014
Offering greater reach to the research industry – Offering a view on ‘situational equity’
3
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Offering a more relevant way for respondents to answer our questions
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Do you remember if you saw this
ad?
No, I don’t think I
did? Did I? Erm, yes…
©TNS 2014
Iterative tracking will give a better (and faster perspective) on consumer realities
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To give real time response – enabling business to act
Constant monitoring with ability to dig deeper
Social listening
Post Launch Comms Evaluation
Pre Launch
Positioning exploration
Strategic Dips
Issue-driven deep dive
Issue-driven deep dive
Mobile Brand and customer experience measures ! !
!
Early
warning
!
Continuous equity measures More accurate Less time -> allowing modular approach
TIME
Product Launch Campaign Launch Brand Planning
©TNS 2014
And we want to go further…
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So how far have we got with real time tracking..?
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©TNS 2014
Battle of the product launches, just one week apart…
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vs.
Samsung winning in market share
Apple winning in mind share
Note 2 launched on 04.09.13
5S launched on 10.09.13
©TNS 2014
Measured via a diary-based longitudinal approach
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4 Sept 18 Sept
Samsung Galaxy Note and Gear revealed
30 Sept 3 Sept 10 Sept
Recruitment 472 smartphone owners
Apple iPhone 5S and 5C revealed
2 week diary
Milestone 1 Milestone 2
The two week diary measured exposure, as it occurred
10
©TNS 2014
Highlighted the power of Apple’s PR machine, blow by blow…
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70
50
30
10
70
50
30
10
“In an online magazine/newspaper”
Share
of
Mentions
Samsung Share of Mentions Rolling 5 day average
Apple Share of Mentions Rolling 5 day average
5th Sept. 10th Sept. 16th Sept.
Share of Mentions : Online news
©TNS 2014
Showed how this disparity was echoed offline, where Apple were far more talked about
12
70
50
30
10
70
50
30
10
“Talking to someone”
Share
of
Mentions
Samsung Share of Mentions Rolling 5 day average
Apple Share of Mentions Rolling 5 day average
5th Sept. 10th Sept. 16th Sept.
Share of Mentions : Word of Mouth
©TNS 2014
Samsung did managed to compete on Paid media however
13
70
50
30
10
70
50
30
10
“It was an advert”
Share
of
Mentions
Samsung Share of Mentions Rolling 5 day average
Apple Share of Mentions Rolling 5 day average
5th Sept. 10th Sept. 16th Sept.
Share of Mentions : Advertising (all)
©TNS 2014
And their successful tactics on Facebook made it the only Earned media battleground they were able to compete in…
14
70
50
30
10
70
50
30
10
“On my social network/forum”
Share
of
Mentions
Samsung Share of Mentions Rolling 5 day average
Apple Share of Mentions Rolling 5 day average
5th Sept. 10th Sept. 16th Sept.
Share of Mentions : Advertising (all)
©TNS 2014
It allowed us to very easily split out their performance across a variety of media channels on a per exposure basis
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Date: 2013-09-18. Most recently updated: 18/09/2013 14:32
Type of Media: The Share of Mentions of Apple vs Samsung (Paid media)
0
10
20
30
40
50
60
Press TV Video website Talking to someone News portal
Samsung Apple Other
And our dips uncovered any changes in brand image
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Despite losing on share of conversation, Samsung were making larger improvements in brand image across a range of attributes
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% of users describing the brand as … (Image associations)
60
65
70
75
80
85
90
95
Innovative High Quality Worth paying more for
Samsung pre
Samsung post
Apple pre
Apple post
%
In short, Apple’s launch plans drove greater interest in the market, but Samsung’s comms drove greater impact amongst their customers…
Novelty Affective impact
Relevance
©TNS 2014
Did mobile fulfill our three criteria?
Relevance
Reality Reach
©TNS 2014
Next steps – So how far away are we from the vision we presented earlier?
The Technology The Techniques
Fully Mobile Panel Pilot Partners
We have…
We need…
©TNS 2014
Thank you Questions? Joe Webb Regional Head of Digital TNS Asia Pacific [email protected] @webbonthewebb
Title Sponsor Gold Sponsor Silver Sponsors
Bag Sponsor Workshop Host
Sponsor
Event App
Partner
Networking Reception
Partner
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
Association and Media Partners
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net