mobiu2011 lecture: anlt201 mobile modes research - yahoo!

Microsoft PowerPoint - Mobile Modes- How to Connect with Mobile Consumers - Deck-EDWIN SCRIPT.pptx

WELCOME!WELCOME!GoodEarlyMorning!

1 ProprietaryandConfidential.2011AllRightsReservedProprietaryandConfidential.2011AllRightsReserved

M bil M dMobileModesHowtoConnectwithMobileConsumers


ThemobileInternetisseeingexplosivegrowth

6/07

b

e

r

s

(

M

M

)

S

u

b

s

c

r

i

QuartersSinceLaunch

3ProprietaryandConfidential.

2011AllRightsReserved

*Source:CompanyReports,MorganStanleyResearch Q3,2010

1 BackgroundWewillcover:

1. Background2. UsageGrowth&Consumption3 From Utility to Co Pilot3. FromUtilitytoCoPilot4. MobileModes5 What it All Means for Advertisers5. WhatitAllMeansforAdvertisers

4 ProprietaryandConfidential.2011AllRightsReserved

Ourcomprehensiveapproach

Betterunderstanding

oftheplaces,thetimesofday,

occasions andoccasionsandmindset



Thefourpillarsinourmethodology

Attitudes&usagestudyamongstn=2,554

Pastdaydiaryamongstn=1,495

d,

consumersaged1354

consumersaged1354

4dayimmersioni (i l di

Realtime,ond i diexercise(including

deprivation)withn=20consumers

aged 1854

devicediaryamongstn=75consumersaged

1354


2011AllRightsReserved6

aged18 54 13 54

Whodidwetalkto?

factsf

Nearly yearsold30 1/271K HHIncome

1/2aremarried

39%areparents1/3 i iPh

60%Over have just72% havehadtheirphones1/3areusingiPhones



60%startedusingthemobileInternetOverhavejust72% have had their phonesforlessthanayear

U G h & C i

8

UsageGrowth&Consumption

MobileInternetcomplimentsPConlineusage

Pull of mobile InternetPullofmobileInternet71%agreethatIpreferandlikewebsitesthatIcanaccessonbothmy

PCandmymobiledeviceversusthosethatarejustaccessibleonmyPC

OftenmoreconvenientThemobileInternetis

physically&

thanPCorthelaptop.

Portabilityenablesmultitasking

emotionallyliberating

tasking

HowIwantit,whereIwantit


2011AllRightsReserved9 Qualitative/Q.Usingthescalebelow,pleasetellushowmuchyouagreeordisagreewitheachofthefollowingstatements.

Consumersexpectmobileoptimizedsites

Push towards PC/laptop Internet via mobile

IlikebeingabletousetheInternetonmymobiledevice,buttheexperiencecouldbe

b60%

PushtowardsPC/laptopInternetviamobile

better

I'msometimesdisappointedwhenwebsites/companiesdonothave applications

formymobilephone53%

I'msometimesdisappointedwhenwebsites/companiesdonothavespecialized

sitesformymobileInternetbrowser52%

63%(NET)

WhenbrowsingasiteonmymobileIexpecttheexperiencetobethesameastheoneI

getwhenbrowsingonmyPC50%

%Agree


2011AllRightsReservedQ.Usingthescalebelow,pleasetellushowmuchyouagreeordisagreewitheachofthefollowing

statements.

Comparedtoayearago,consumersspendmoretimeontheirmobileandlesswithtraditionalmedia

More time on...

R di

Moretimeon...

MobileInternet Readinganewspaper

Talking&TextingWatchingonline

videosonamobile ReadingamagazineListeningtoradio

Timeandlesstimeon...



Time

11 Q1.Comparedtolastyear,pleaseindicatewhetheryouspendmore,lessorthesameamountoftimedoingthefollowing...?(Selectoneforeach)

Figuresshownetchangebydeductingthosewhoclaimtobedoingthislessoftenvs.ayearagofromthoseclaimingtobedoingitmoreoften

12

FromUtilitytoCoPilot

mycopilot

(Withouttheirmobile)Ifeltasenseofsadness.Itmademefeel

DISCONNECTEDandsomewhatoutofCONTROL.

Itslikethecellphone/mobileInternet

hasbecomecompletely

ItsmycopilotandIjustfeltNAKEDina

weird sort of way.

p yintegratedintomylifeat

thispoint.

y phelpstodriveme

throughlife.

weirdsortofway.


2011AllRightsReserved13 Source:Qualitative

Itisnotconfinedtobeingtrulymobile athirdofthetimeitsbeingusedinthehome

%oftimespentonmobileInternet

9%

10%

6%

7%

8%

4%

5%

Outofhome Inhome

1%

2%

3%


2011AllRightsReservedQM10.Wherewereyouwhenyouvisitedawebsiteorusedanapplication/apponyourmobile

enableddevicefrom[INSERTSTARTTIMETOENDTIME]todoeachofthefollowing?

0%6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am

ThetypicalmobileInternetdaylookslikethis

AverageshareoftimespentonmobileInternet

4.5 AverageamountoftimespentonmobileInternet:

i d

3.0

3.5

4.0 47minutesaday

53%saytheytendtosnackoncontentontheirmobile

1.5

2.0

2.5

Peaktime(basedonshareof

alltimespentonline

bil ) is

M

i

n

u

t

e

s

0.5

1.0

1.5 onamobile) is8:30am1pm



0.06am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am

QM1.Whichprimaryactivitywereyoudoingfrom[INSERTTIMEPERIOD]?Selectone.QM3.Whileyouwere[INSERTPRIMARYACTIVITY]from[INSERTSTARTTIMETOENDTIME]didyou

doanyofthefollowingactivitiesatthesametime?(Selectallthatapply)

Oramoredetailedview(Quotesarefromconsumerswespoketo)

Waking up: From the moment I wake up ICommute to work: Pandora is useful for whenWakingup:FromthemomentIwakeupIusemymobileInternettogoto

weather.comanddecidewhatImgoingtowearbeforegettingoutofbed.

Commutetowork: PandoraisusefulforwhenFMradioisboring,andIneedsomemusicthatis

cateredtomyliking itkeepsmegoing,especiallyonthewaytowork. Atwork:Imatwork.Iwonderwhateveryoneelseis

doing. I dont want to seem unproductive so better

Goingtoameeting:Handsdown,theGooglemapsfeatureisamazing.Ithasliterallysavedme

hundredsoftimeswhiledrivinghereintheBayArea.Iuseiteverysingledaywhiledriving,taking

public transportation and while on foot I often

Socializingafterwork:Sometimessomethingwilljustcomeupin

conversationandtheeasiestthingtod i t h it t fi d

WatchingTVathome:IllbewatchingTVandgrabmyphonetogoonTwitterduringa

commercial.doing.Idon twanttoseemunproductive sobetter

checkmyFacebookfrommyphonehaha!BigBrotherITwillneverknow!

publictransportationandwhileonfoot.Ioftenwonderhowweallsurvivedbeforewehadsuch

advancedmappingdevicesavailable.

doistosearchittofindanansweranditsnicetobeabletodothat

withoutgrabbingmylaptop.

And:IfImatdinner,andIdontknow,whatsomethingisonthemenu,Ill

lookitupontheInternetrightthereandthen.

%usinginternetonmobilephone(weekdayorweekend)atthistime


2011AllRightsReserved16 Source: Qualitative & Quantitative QM1/QM2

6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am

ThemobileInternetmeetsmanyneedsthroughouttheday

Mymobiledeviceallowsmetoaccessinformation Mymobiledevicequicklyprovidesthet ti h I dthathelpsmeinreallifecircumstances answertoquestionswhenIneedan

immediateanswer

Andonemetaneedof

AccessingthemobileInternet

wantingtoshareandcommunicate

withothers

curesmyboredomMymobiledevicealleviates

myanxietybyprovidinginstantanswerstomy

burningquestions


2011AllRightsReserved17 Q27.Usingthescalebelow,pleasetellushowmuchyouagreeordisagreewitheachofthefollowingstatements.

Mobileisobviouslya"communications"device...Past Day Mobile Internet Activity

Checked/sentemail,51%Viewed social network 41%

PastDayMobileInternetActivity

Viewedsocialnetwork,41%

Updated social network 24%UsedIM,28%

Updatedsocialnetwork,24%Sharedphotosorvideo,7%

Sharedphotosonline,7%Posted/wrote on a blog bulletin board forum or chat room 6%Posted/wroteonablog,bulletinboard,forumorchatroom,6%

UsedLocation basedservices,4%

Postedvideosonline,3%Usedvideoconferencing,4%

Visitedonlinedatingsites,2%

18 ProprietaryandConfidential.2011AllRightsReserved

....butitgoesonestepfurtherbykeepingusersuptodatewithwhat'shappeningcloseby

MymobiledeviceprovidesMymobiledeviceisavitalpart

of my social life and keeps me ininstantaccesstoeventsand

happeningsaroundme

ofmysociallifeandkeepsmeintheloop

Mymobiledeviceallowsmetoparticipatemoreinsocial

iti ( i lcommunities(groups,socialnetworkingsite,etc.)


2011AllRightsReserved19 Q27.Usingthescalebelow,pleasetellushowmuchyouagreeordisagreewitheachofthefollowingstatements.

Mobilekeepsconsumersinformedwithnews,weatherandsportsthemostvisitedwrittencontent

Typesofcontentread viamobileInternet

40%

39%

36%

Weather

National/Internationalnews&opinion

TV/movies

34%

33%

32%

LocalNews

SportsNews/Stats

Topheadlinesoftheday31%of

writtent t 31%

30%

26%

26%

Celebrity/Gossip/Beauty/Fashion

Music

Humor

Lifestyle/Health/Education

contentaccessed

daily

26%

23%

21%

18%

Lifestyle/Health/Education

VideoGames/Gamingrelated

Political

Electronics/Technology


2011AllRightsReservedQ10c.Whichtypesofcontentdidyoureadonyourmobilephonewhenyoulastwentonlineusing

yourmobiledeviceon(INSERTDAY)at(INSERTTIMEOFDAY)?Pleaseselectallthatapply.

18%

13%

Electronics/Technology

FinanceNews

Consumersturntovideoonthemobilewebforentertainment

Typesofvideos watchedviamobileInternet

50%

49%

42%

Music

Humor

Gaming

36%

34%

33%

Food/Health/Educational

Movieclipsandtrailers

Sports

20%ofvideo

content is

33%

32%

26%

FulllengthTVshows/Movies

Celebrity/Beauty/Fashion

News

contentisaccessed

daily

23%

23%

17%

Technology

Weather

Travel


2011AllRightsReservedQ10a.Whichtypesofvideosdidwatchedonlineonyourmobilephonewhenyoulastwentonline

usingyourmobiledeviceon(INSERTDAY)at(INSERTTIMEOFDAY)?Pleaseselectallthatapply.

17%

14%

Travel

Political

Aboutathirdofcontentconsumptionisathome.Videocontentisalongerandmoresocialexperience

WrittenandVideoContentSummary

Videocontent Writtencontent

Avg.timespentpersession 19mins 14mins

%oftimeathome 39% 37%

%oftimewithsomeoneelse 52% 48%

%oftimesharewithsomeoneelse 37% 21%

MotivationsRecommendedor

foundbybrowsingPartofgeneral

routine



MobileMindsetMatters!

23

MobileModes

Mobileonlineusagecanbegroupedinto7modes

C t S h E t t i M I f Sh N i tConnect Search Entertain Manage Inform Shop Navigate

Connectingviavoice,

SMS,IM,email social

Usingasearchengine

tofindspecific

Playingmusicorgamesand

viewingentertainment

Managingkeyaspectsofyourlifelike o r

Readingnewsor

educationalarticles /

Purchasingorcomparing

pricesforgoods or

UsinganonlinemaporGPSsystem

email,socialmedia

specificinformation,likeahealth

relatedorlookingup

entertainmentrelated

videosandarticles

likeyourstockportfolioor

payinganonlinebill

articles/videos

goodsorservices

somethinglocal



Connectingandsearchingarekeymodesforconsumers

Tasksundertakenonlineonasmartphone(shareoftotaltimespentperday)

38% 3%

7% Connect 32%

PCModesComparison*

7%

9%

Connect

Search

Manage

32%

10%Research

Connect

15%

Entertain

Inform

Shop

9%

27%

Manage

Entertain

10%

16%15%

Navigate11%

13%Shop

Inform



QM6.Howmanyminutesdidyouspenddoingeachactivitywhenyouwereusingyourmobiledevicefrom[INSERTSTARTTIMETOENDTIME]?*Source:2010AdvertisingbyMindsetStudy,PC

Sharerepercentaged tomobilemodes

Shop

Appsaremostwidelyusedinconnect,informandnavigatemodes

ApporBrowserUsagebyMode

Connect Search Entertain Manage Inform Shop Navigate

27%

54%40%37%

g p g

65%61%54%

69%Useanapp

Usebrowser

35%

73%

39%46%

60%63%

31%


2011AllRightsReserved26 QM7.Didyoudotheseactivitiesonyourmobiledeviceusinganapplication(app)orbyaccessingawebsitethroughyourbrowser?

Halfthetime,mobilewebexperienceshappenwithsomeonedirectlyaroundthem

%TimeSpentonMobileInternetwithSomeoneElse/OthersParticipatingbyMode

h i f h i

60%56% 55%

61% 58%

I'mwithsomeoneelsewhileonmobileweb OtherstakepartinthisactivitywhenI'mwithothers


44%

56% 55% 58%

50% 49% 49% 38% 49% 54% 53%

44%

13%



QM12:Whowereyouwithwhenyouvisitedawebsiteorusedanapplication/apponyourmobiledevicefrom[INSERTSTARTTIMETOENDTIME]todoeachofthefollowing?Q15.Didanyofthe

followingpeopleparticipateinanyoftheactivitiesyoudidonyourmobiledevice??

50% 49% 49% 38% 49% 54% 53%

MoreopportunityforhomecrossdeviceconnectionwhenusersareinConnect,Entertain&Informmode

PastDayHome&OutofHomeMobileInternetUsagebyModes

Alotofactivitytakesplaceathome

37% 33% 38% 34% 37% 28% 20%


ButOutofHome(i.e.working,shopping,atarestaurant,socialgathering,etc.)dominates

Athome

Outofhome

62% 66% 61% 65% 62% 71% 79%


2011AllRightsReserved28 QM10.Wherewereyouwhenyouvisitedawebsiteorusedanapplication/apponyourmobileenableddevicefrom[INSERTSTARTTIMETOENDTIME]todoeachofthefollowing?

Acrossallmodes,multitaskingwithPCismostcommon

WhatelsearetheydoingwhendoingthesetasksonmobileInternet?T 3 t k h d i h f th thi bil (P t d )Top3taskswhendoingeachofthesethingsonamobile(Pastday)


30% 25% 32% 27% 28% 39% 24%30% 25% 32% 27% 28% 39% 24%

25% 22% 21% 18% 25% 22% 16%

18% 22% 17% 17% 18% 18% 15%


2011AllRightsReservedQ17.Whatotherthingswereyoudoingwhileyoudoingeachofthefollowingonyourmobile

deviceon(INSERTDAY)at(INSERTTIMEOFDAY)?

Watchingtv OnlineonaPCTalkingtopeoplearoundme EatingKey

Motivationsbymobilemodediffer

MotivationsforUsingtheMobileInternetbyMode


Task/knowledgerequiredimmediately 13% 34% 12% 27% 12% 20% 47%

IssomethingthatI'mpassionate about 8% 8% 19% 7% 9% 11% 5%passionateabout 19%

Ispartofmygeneralroutine 53% 22% 32% 39% 39% 22% 19%

Foundbybrowsingorrecommendation 17% 25% 25% 14% 32% 37% 20%


2011AllRightsReservedPleasetellusifanyofthestatementsdescribeyourexperiencewitheachofthefollowingactivities

thatyoudidonyourmobilephone?

Andpeoplesmotivationsforeachmobilemodevary

Content,shoppingandentertainmentaremoreaboutbrowsingwhilemaps,onlinemanagementandsearchingforinfoaremoregoaloriented.

Navigate ShopEntertain InformConnectSearchManage

Accomplishing Browsingp gGoals

Browsing



Arich&rewardingenvironmentforadvertisersadvertisers

Wh I All M F Ad i

32

WhatItAllMeansForAdvertisers

3in4consumersunderstandthatadvertisingispartofthemobileexperience

AttitudesTowardsMobileAdvertising

Pro,40%Agreewithanyofthesestatements: AfterIseeamobilead,Isometimeslookfor

moreinfo

Agreewithanyofthesestatements: ImokwithmobileadsifitmeansthatIcan

accessmobilecontentforfree

Agreewitheitherofthesestatements: Ifindadvertisingonmymobiledeviceintrusive

I find most mobile ads to be irrelevant75%o, 0% Imokwithmobileadsifitspersonalizedtomyspecificneedsandinterests Imokwithmobileadswhentheyareusefuland

relevant to what I am currently searching for

Anddonotagreewitheitherofthese: Ifindadvertisingonmymobiledeviceintrusive

Ifindmostmobileadstobeirrelevant

acceptthatd ti i i t

75%Accepting,35%

relevanttowhatIamcurrentlysearchingfor

Anddonotagreewitheitherofthese: I find advertising on my mobile device intrusive

Ifindmostmobileadstobeirrelevantadvertisingisapartoftheexperience

Rejecting,25%

Ifindadvertisingonmymobiledeviceintrusive

Ifindmostmobileadstobeirrelevant



Q38.Belowisalistofstatementsthatmayormaynotdescribehowyoufeelaboutadvertisingonmobiledevices.Usingthescalebelow,pleasetellushowmuchyouagreeordisagreewitheachof

thefollowingstatementsaboutadvertisingonyourmobiledevice.

Around1in2consumersnoticeadsontheirmobile,especiallythosemale&younger

%RecallingSeeingaMobileAdLastTimetheyUsedMobileInternet

Averagenumberofadsnoticedpersession=23ads

45%

56% 54%

48%

39%

49%46% 48%

34%39% 37%

Total Male Female 1317 1834 3554 iPhone B'berry Android OtherOS


2011AllRightsReservedQ22.Whichofthefollowingtypesofmobileads,doyourememberseeing,ifany,whenyoudidthe

followingactivitiesonyourmobiledevice

Adrecall isstrongestinthemorning

%RecallingaMobileAdwhileUsingMobileInternet(shareacrossday)

8%

9%

10%

5%

6%

7%

3%

4%

%

0%

1%

2%



2011AllRightsReserved35QM14. Whichofthefollowingtypesofmobileads,doyourememberseeing,ifany,whenyouwent

onlineorusedanapplication/apponyourmobiledevicefrom[INSERTSTARTTIMETOENDTIME]?(Selectallthatapply.)


Peaktimeforadinteraction isduringbreaktimesandwhenwindingdown

MostLikelytoRespondtoMobileAds.

27%

30%

Assoonasyouwakeup

Whenpreparingforyourday

35%

31%

25%

Onthego

Whileworking

Whileatschool

30%

55%

31%

Whilerunningerrands

Duringbreaktime

Whilesocializing

30%

31%

45%

Whileeatingmeals

Whileshoppingorinastore

While you are winding down



Q41.YoumentionedthatyouusethefollowingInternetsitesorapplicationsonyourmobiledevice.Thinkingaboutthevariouspointsofyourdaybelowpleasetelluswhenyoutypicallyaccess

informationfromthesesites.

45%

36%

Whileyouarewindingdown

Beforegettingreadyforbed/rightbeforebedtime

Adrecallandengagementvarybymobilemode

AdRecall/EngagementbyMode

Navigate Manage Search Connect Entertain Shop InformNavigate Manage Search Connect Entertain Shop Inform

51%55%

65%59%

AccomplishingGoals Browsing

35%

47% 45%51%

39%

55%

28% 26% 24%20% 23%

35%26%


2011AllRightsReserved37Q22.Whichofthefollowingtypesofmobileads,doyourememberseeing,ifany,whenyoudidthe

followingactivitiesonyourmobiledeviceon(INSERTDAY)at(INSERTTIMEOFDAY)?Q26.Didyouclickonthead/anyoftheadswhiledoinganyofthefollowingactivities?

Adrecallwhendoingthisactivity Adengagement(clickonad)whendoingthisactivity

Howshouldadslookandfeel? Howrelevantshouldadsbe?

How much of a relationship should I form?HowmuchofarelationshipshouldIform? Howopenareconsumerstoads?


Humorous,bold,andgraphicrichadsattractconsumersmost

MostLikelytoRespondtothisFormofMobileAdvertising

Adsthatarehumorous Adsthatareserious61% 13%

Adsthatarebold(usesvividcolors,etc.)

Adswhicharemoresubtleanddiscrete47% 14%

AdsthatareinteractiveAdswhicharenot

interactive37% 20%

Adsthatincludeimages/graphicalelements

( id )

Adsthatincludevideoelements

39% 18%



Q37Foreachofthefollowingsetsofdescriptorsnotedontheleftandtheright,pleaseindicatewhichwouldcaptureyourattentionthemostonyourmobiledevice.Note:Middlebarnotshownis

equallywouldrespondtoboth.

(notvideo)elements

Adsthatarerelevant,specificandgeographicallytargetedarealsoeffective


Adswhicharerelevanttomyinterests/background

Adswhicharebroaderinfocus55% 13%

Adswhicharerelevanttolocalarea


Adswhicharerelevanttomycurrentlocation


Adsthatprovidealotofd t il d i f ti

Adsthatarevisuallyattractiveandprovide37% 20%





detailedinformationp

littleinformation

Despitethesmallscreensize,consumerswantmobileadstopersonallyconnect


Adsthatfocusesonthevaluethatthe

Adsthatfocusonpriceofproduct/service40% 19%

product/servicegivesmeproduct/service

Ads that focus on product

40% 19%

Adsthatmakemefeelastrongerconnectionwith

thebrand

Adsthatfocusonproductdetails/infoinsteadof

makingastrongconnectionw/thebrand

37% 19%

Adsthatkeepmeuptodateontheproducts/

services I already own/use

Adsthattellmesomethingnewaboutaproductor

service I already own/use36% 17%



servicesIalreadyown/use serviceIalreadyown/use



Interactivityisalsoafeatureinmobileads,moresoinawebbrowserthananapplication


Adsinamobileapplicationthatwasfree

AdsinamobileapplicationthatIpaidfor43% 14%

Clickableadsthattakemetowebsitesoptimizedfor

mymobile device/ screen

ClickableadsthattakemetothePCversionofa

websitetoviewonmy38% 16%mymobiledevice/screen

mobiledevice

Adsinmymobilewebbrowser

Adsinamobileapplication33% 17%

Adswithclicktocallfeaturesthatallowmeto

ll i di t l

Adswithoutclicktocallfeatures28% 27%



callsomeoneimmediately



Advertisersshouldalsotakenotethatmindsetsdiffer

MindsetsbyMobileModes(Before/During/AfterConductedMobileActivity)

formode,impactingtoneofvoice

Navigate Manage Search Connect Entertain Shop Inform

Involved(i.e.engaged,immersed)

66 60 83 103 160 117 112Exploring 73 59 120 88 104 138 152

AccomplishingGoals Browsing

(i.e.curious)73 59 120 88 104 138 152

Senseofhappiness(i.e.happy,entertained)

80 64 79 122 117 95 81

Senseofpurpose(i.e.efficient,fulfilled) 129 136 108 88 83 122 73

Entertainme(i.e.distracted,bored)

83 63 99 103 129 123 101

Concerned(i.e.anxious,) 131 79 100 80 106 251 105

Answer Me



AnswerMe(i.e.confused,frustrated)

180 120 146 75 71 134 79

Howdidyoufeelwhenyouvisitedawebsiteorusedanapplication/apponyourmobiledevicefrom[INSERTSTARTTIMETOENDTIME]todoeachofthefollowing?

Howtooptimizeyouradsbymode

Mode OptimizationStrategy

Inform

Strongadrecall.Consumersarehighlyengagedbutalsohaveasenseofdiscovery,soadsdonotnecessarilyneedtoberelevanttositecontent.

Adrecallandengagementishighest.Developcreativethatintroducesconsumerstonew,relevantproductsandoffersawaytopurchasethemmoreeasilyand/orata

Browsing

Shop, p y p y

lowerpricethanfromothersources.

Entertain

Goodadrecall.Adsshouldberelevanttositecontent.Opportunitytointroducebold,relevantadsthatentertainandgrabusersattention.

Connect

Ads canbemoreemotionalandinvokefeeling.Increaseengagementby keepingadspersonallyrelevantandtargeted.

Consumersaremoreopenmindedtoexploringtoadegree.Introduceconsumerstoinfo that is relevant to what they are searching for

Searchinfothatisrelevanttowhattheyaresearchingfor.

Manage

Potentialtogetannoyedishighifadisnotrelevanttothetaskathand.Considersponsorshiporsubtleadsthathelpconsumersaccomplishtheirgoal.

Accomplishing



Navigate

Potentialtogetannoyedishighifadisnotrelevant.Adsthatareeasytouse,relevant,andreliablecanresultinhighadengagement.

p gGoals

CASESTUDY: Greatmobileadvertisingworksverywell,especiallywhenpairedwithonlinedisplay

Click through rates

Control Exposed

Clickthroughratesfortheexecution

werealso30Xhigher

71%+7%

+39%

38%

56%51%

47%

60%+24%



OnlineOnly MobileOnly Online+Mobile

FINDINGS

RAPIDGROWTH:Consumersarespendingmoretimeontheirmobilephonescomparedtoayearago,f ll h b h b l b dspecifically,theresbeena54%increaseintimespentonthemobileweband29%increaseintimespent

watchingvideoonamobiledevice.Mostofthetimespentoccursbefore1PM.

MOBILEISNTALWAYSONTHEGO:Athirdoftotaltimespentonthemobiledeviceisspentwhileathomewithconsumersindicatingthattheyusetheirmobiledevicemostoftenduringdowntimesandbreaks

and/orfreetime.

THEMOBILEWEB,STARTINGTODELIVERACONTENTDRIVENEXPERIENCE. News,entertainment,sportsandfashionarethemostoftenconsumedwrittencontent. Whilemobilevideousageshiftsmoreto

entertainmentwithmusic,gaming,foodandmovietrailersleading.

MOBILE:OURCOPILOT&EXTENSIONTOONLINE. ThewayusersconsumeontheirmobiledevicemirrorsthemodeswithwhichusersconsumeontheirPC. Connecting,searching,&entertainingdominated

mobilewebusagewithnavigationbeingmorepronouncedformobilethanonthePC. Themajoritystatethatthemobilewebprovidesinformationtohelpinreallifecircumstances,isvitaltotheirsociallife,andp p , ,

evencuresboredom.

MOBILEADEXPECTATIONS. Thehighestproportionofadrecallisduringthehoursof6amto12pmduringwhichtheyareusuallyinconnect,search,ormanagemodes. Despitesmallscreensizes,consumers

desire bold, graphic rich, and targeted ads with the highest levels of ad receptivity when they are in



desirebold, graphicrich,andtargetedadswiththehighestlevelsofadreceptivitywhentheyareinshopping,informingorentertainingmodes.

IMPLICATIONS

BEPARTOFTHEGROWTH. Evenwiththeexponentialgrowthofthemobileweb,theaudienceandtheexperienceisstillnew. Capitalizeonthefactthat60%arestilllookingforabettermobileInternet

experienceandoptimizePCwebsitestobemobileenabledtoengageagrowingaudience.

BE AROUND CONTENT A GROWING DAILY PART OF THE MOBILE EXPERIENCE Align your brands with BEAROUNDCONTENT,AGROWINGDAILYPARTOFTHEMOBILEEXPERIENCE. Alignyourbrandswithcontentthatachievesthemostscale,notablycontentofamoreprofessionalvarietylikenews,sports,and

entertainment.

USEDAYPARTSTOOPTIMIZEMETRICS. Adrecallisstrongestinthemorning,whereasadinteractionishighest during break time or free timehighestduringbreaktimeorfreetime.

INVESTINCREATIVE.Usemodestoensurethatyourmessagewillbewellreceived.Forexample,whenshoppingornavigating,interactiveadformatsrelatedtotheexperiencemightworkbest.Minorchanges

inyourcreativeexecutioncouldhavesignificantimpactonadperformance.

THEFUTURE ANEXCITINGPOTENTIAL.Giventhatconsumersdescribetheconnectiontotheirmobilesdevicesinhumanterms theircopilots,marketersneedtobeevenmorevigilantinflighting and

producingtherightadsfortherightcontext. Mobileadvertisingneedstoevolvetobethemostpersonalized,localized,andimpactfulgiventhesmallscreen.



Th k Y !ThankYou!YAHOO!

AshmeedAliIraAmilhussin

LaurenWeinbergEdwinH.Wong

IPSOSIanWright

KevinJ.ThompsonYvonneDamm

DESIGNERDianaYoung


2011AllRightsReserved48 Source:Qualitative

Howcanadvertiserstakeadvantageofthemindsetforeachmobilemode?

t

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Theresalsoanapplicationforeverywakingmomentpp y g(Mostcommonlyusedappsbyoccasion)

Wakingup Onthego SocializingWinding downWeather,56%

Utilities,42%

Communications,35%

Socialnetworkingapplications,31%

Navigation,73%

Communication,42%

Music,42%


Working

Reference,46%

Productivity,43%

Breaktimes

Games&Fun,62%


Communication 58%

Socializing


Photography,33%

Communication,30%

Utilities 30%

Eating


Communication,28%

Health&Fitness,25%

Shopping

Shopping,35%

Communications,23%

Search 21%

Windingdown


Communications,42%

Games&Fun,42%g pp ,

News,30%

g pp ,

Search,38%Communication,42%


Medical,36%

Communication,58%

Sports(NewsandInformation),53%

FantasySports,52%

Utilities,30%

FantasySports,27%FantasySports,23%

Sports(NewsandInformation),22%

Search,21%

Food,20%


Books,37%

Entertainment,36%

Browser App


2011AllRightsReserved51QM7.Didyoudotheseactivitiesonyourmobiledeviceusinganapplication(app)orbyaccessinga

websitethroughyourbrowser?Q33.Thinkingaboutatypicalday,whattypeofapplications/appsdoyouuseonyoumobiledeviceduringeachofthefollowingstages?Selectallthatapplyforeach.


mobiu2011 lecture: anlt201 mobile modes research - yahoo!

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