I need you to start taking mobile seriously

Понравилась презентация – покажи это...

Слайд 0

I need you to start taking mobile seriously

Слайд 1

Blackberry sales down 45% YOY

Слайд 2

Слайд 3

Today’s Journey

Слайд 4

5 We’re a mobile first country

Слайд 5

Total Unique Browsers +21% 24m Time spent on sites (Average) - 21% Long since overtaken desktop access

Слайд 6

Unique mobile internet +41% 12.5m

Слайд 7

Content should be …

Слайд 8


Слайд 9

We love to talk soccer 10

Слайд 10

Слайд 11


Слайд 12

Total Unique Browsers +21% 24m Time spent on sites (Average) Unique mobile internet +41% 12.5m - 21% July 13 IAB (DMMA) 30% 90% 76% Long since overtaken desktop access 95% FNB banking done via USSD 5% via App Source: Effective Measure, Feb’13-’14

Слайд 13

67 million Subscribers (Pop 51 Million) 15.5 million (30% of total population) Smartphones 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 14

Therefore central to everything we do Source: Millward Brown 14

Слайд 15

Therefore central to everything we do Source: Millward Brown 14

Слайд 16

But how are they accessing? Nokia Asha 520 Samsung E250

Слайд 17

Get paid R1 to own a phone

Слайд 18

But how are they accessing?

Слайд 19

Case Study: Grace earns R800 per month working part time and supports a daughter and granddaughter. She spends ? of her monthly income on airtime. 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 20

Low Middle High Opera Mini Blackberry Nokia Asher Mid range Samsung Safari/Chrome Call & SMS Please Call Me Mxit eLearn/USSD USSD Music via Radio 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 21

Today’s Journey

Слайд 22

Platform (CONTENT) Search Social Mobile (USSD & SMS) Display Video The brutal truths

Слайд 23


Слайд 24

Are you at ZMOT?

Слайд 25


Слайд 26

Search Talk to search and TV Add in keywords and content

Слайд 27

Search Search is driven by ATL awareness Always on search / Search with ATL strategy Combined effect (Multiplier effect) - Increases effectiveness of TV

Слайд 28

1818 clubhouse example Most used search terms 1818

Слайд 29


Слайд 30

The numbers

Слайд 31

Social is mobile 32

Слайд 32

Слайд 33

Source: AMPS Jun’12-Jul’13 Source: Mobile Operators 2013 Source: IAB (Effective Measure) Jan 2014 Source: WWW Mobility Study 2012 Mobile Stats to go on

Слайд 34


Слайд 35

Which Ad Formats are the most noticeable? Source: Effective Measure Survey Q1 2014

Слайд 36

Source: Effective Measure Survey Q1 2014 South Africans notice mobile ads

Слайд 37

Display is alive and well on mobile

Слайд 38

The mobile banner

Слайд 39

Taking the next step New ways of doing it… Retargeting Location based / time based / weather based / handset based / motion based Programmatic buying In-Gaming advertising & In-App largest increase in mobile advertising comes from these categories

Слайд 40

USSD & SMS (Mobile)

Слайд 41

SMS / USSD Reasons to use USSD Cost effective for consumer (20sec = 20 cents) 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 42

SMS / USSD - Findings Don’t ask consumer for free form answers. USSD has time-outs and if consumers have to think they take too long to answer. 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 43

Using USSD Carling Black Label: Be the Coach (2011) Selecting the relevant vehicle and mechanism for the campaign helped the brand to reach it’s consumers by using SA’s Love for Soccer through simple mobile mechanics (USSD) 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 44


Слайд 45

Watching Video’s on your cellphone Watching video on cell is NOT a popular activity 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 46

Video - Woolworths http://www.youtube.com/watch?v=qkxKGAWmGb0

Слайд 47

Platform (CONTENT) Search Social Mobile (USSD & SMS) Display Video The brutal truths

Слайд 48

The platform to publish

Слайд 49

The platform Of consumers say their opinion of a brand will be lower if they do not have an optimised mobi site 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 50

N=354 smartphone users only QUESTION: Which of the following best describes a good mobile website? Top 3 things that consumers want from a mobisite

Слайд 51

Age, not income, has the highest direct correlation to whether apps are downloaded or not BMIT 13 research

Слайд 52

BMIT 13 MSG Social Games

Слайд 53

Top free apps in SA: Apple App Store

Слайд 54

Top free apps in SA: Windows Phone Store

Слайд 55

Top free apps in SA: Google Play Store

Слайд 56

The platform to publish Utility Content Game BB = dead Not flash KISS Dynamic dependant Feature focus MXIT Focus the content

Слайд 57


Слайд 58

Activity on Mxit

Слайд 59

Who uses Mxit in South Africa? Core audience: 18 – 24 years old LSM 6 – 8 with a geographic and ethnicity split reflecting the SA population Ethnicity: Black: 67% Coloured: 21% White: 8% Malay/Indian: 4%

Слайд 60


Слайд 61

Top devices

Слайд 62

Top apps BUSINESS ENTERTAINMENT LIFESTYLE SPORTS PHOTOS JunkMail Xchange UUSI SA Mxit Music D-SIDERS Swagga The Love Doctor Supersport Mad4Socca Mxpix Imagik

Слайд 63

Today’s Journey

Слайд 64

Mobile first Mobile first

Слайд 65


Слайд 66

Слайд 67

Up to 56% of all ad revenue in 1 year

Слайд 68

One voice Multiple platforms “70% of regular internet users own between 2-3 devices from which they access the internet.” -DMMA Digital Nation Research 2012

Слайд 69

One voice Multiple platforms

Слайд 70

One voice Multiple platforms

Слайд 71

Dual screening

Слайд 72

Слайд 73

Mobile redemption 74

Слайд 74

Range Rover Sport Using websocket technology Users synced phone with ad unit Allowed them to race the vehicle through various terrain using their smartphone / tablet

Слайд 75

Starbucks – Mobile app

Слайд 76

Cinema OOH Print Radio Television These FB and Twitter logos make sense! Online in approach Vague in execution 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

Слайд 77