001 mobiledaycol - millwardbrown - james galpin - connecting with colombian consumers 2014
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MobileDayColombia James Galpin - Connecting with colombian consumers 2014TRANSCRIPT
#AdReaction
Connecting with
Colombian Consumers
in 2014James Galpin,
Head of Media & Digital, LATAM
AdReaction 2014
OVER 30% OF COLOMBIANS ALREADY USE SMARTPHONES
2
Ericsson, forecasts a massive increase in
mobile internet subscriptions in Latin America
by 2018.
Ericssson sees the amount of mobile Internet
users in Colombia increasing to 65 million
MORE PEOPLE ARE NOW GOING ONLINE FOR FIRST TIME ON MOBILE, THAN ARE ON PC
The Colombian consumer is
moving to smartphone
connectivity very fast
Marketing in the multiscreen world
AdReaction 2014
COLOMBIA
HOW MUCH & WHEN ARE SCREENS USED IN COLOMBIA?
AdReaction 2014
SMARTPHONES ARE THE DOMINANT DEVICE
Roughly how long did you spend yesterday... 7
TV Smartphone Laptop Tablet
Device Key
114minutes
(26%)
165minutes
(38%)
123minutes
(28%)
35minutes
(8%)
Global Average: 113 (27%)
Global Average: 108 (26%)
Global Average: 50 (12%)
Global Average: 147 (35%)
TOTAL MINS: 437 COL vs. 417 global
AdReaction 2014
Colombia above average on smartphone usage
Overall Colombian screen minutes are 20 minutes above from the global average –mainly due to more Smartphone and Laptop time spent.
Smartphone minutes are higher than the global average, behaviour also observed in LATAM, specially in Argentina and Mexico.
Roughly how long did you spend yesterday… 8
TV Smartphone Laptop Tablet
Device Key
89
148
114
69
132
113
85
65
97
123
161
117
108
109
79
111
165
193
181
147
34
14
55
35
115
110
50
Italy
France
Japan
Canada
Germany
South Korea
India
Mexico
Turkey
Spain
Australia
Kenya
UK
Argentina
Russia
South Africa
Saudi
Thailand
Colombia
Nigeria
USA
Vietnam
Brazil
China
Phillipines
Indonesia
GLOBAL = 417
= 540
= 317
Colombia = 437
AdReaction 2014
In Colombia, smartphones are used constantly through the day
Laptops are primarily a daytime screen
TV rises its consumption along the primetime and briefly wins out in its evening peak time, from 9pm to 12 midnight.
What times of day yesterday were you… 9
TV Smartphone Laptop Tablet
Device Key
ONLY SLEEP BREAKS THE SMARTPHONES’ HOLD
0%
5%
10%
15%
20%
25%
30%
35%
40%
6am to9am
9am to 12noon
12 noon to3pm
3pm to6pm
6pm to9pm
9pm to 12midnight
12midnightto 6am
AdReaction 2014
SHARE OF SCREEN MINUTES VS. MEDIA SPEND
10
Global Daily Screen Minutes
27%
12%26%
35%
12%
29%
60%
2016
66%
29%
4%
Global Media Spend
2013
+
When are the peak times for digital /
online marketing communications?
Which connected device is used most
then?
So which device gives brands the best
chance to reach consumers at the right
moment?
HOW ARE SCREENS USED?
AdReaction 2014
PEOPLE NOW ROUTINELY USE CONNECTED DEVICES WHILE WATCHING TV
Of their 7.3 hours screen consumption, 125 minutes is simultaneous consumption of another digital screen while watching TV.
Simultaneous: At the same time as you were watching TV
yesterday, how much time did you also spend using the Internet
13
AT THE SAME TIME
AT DIFFERENT POINTS IN TIME
SHIFTING
186’
60%
SIMULTANEOUS
125’
40%
TOTAL MINS: 437 COL vs. 417 global
NET MINS: 311 COL vs. 308 global
AdReaction 2014
Simultaneous: At the same time as you were watching TV
yesterday, how much time did you also spend using the Internet
Meshing: While you were watching TV and using the Internet
yesterday, how much of the time were you doing something
related to what was happening on TV?
Stacking = Simultaneous minutes minus Meshing minutes 14
SOMETIMES FOR SAMETHING, MOSTLY FOR DIFFERENT
MESHING – where people are engaging with content in deeper way through another device
STACKING – when people are looking for distractions from the content or doing something else at the same time
RELATED CONTENT
UNRELATED CONTENT
AT THE SAME TIME
AT DIFFERENT POINTS IN TIME
SHIFTING
186’
60% STACKING
80’
26%
TOTAL MINS: 437 COL vs. 417 global
NET MINS: 311 COL vs. 308 global
MESHING
45’
14%
AdReaction 2014
MAINTAINING SOCIAL CONNECTIONS AND DISTRACTION ARE A KEY FACTORS IN SIMULTANEOUS USE
BUT CONTENT INTERACTIONS ARE ALSO IMPORTANT
Why do you also use a second device (laptop, smartphone, or
tablet) when you are watching TV? 15
10%
21%
26%
28%
17%
19%
23%
31%
46%
48%
To follow up on a TV ad
To interact with what'shappening on TV
To discuss what I’m watching (e.g. via social media)
More information about what'son TV
Need to get other things done
Someone else has chosenwhat's on TV
Just have TV on for backgroundnoise
TV not interesting enough for allmy attention
To keep up with friends onsocial media (not TV related)
To fill time during ad breaks
COL GLOBAL AVERAGE
42%
39%
25%
27%
20%
28%
24%
19%
14%
11%
ANY
STACKING
REASON:
89%
(85% global)
ANY
MESHING
REASON:
37%
(41% global)
AdReaction 2014
SIMULTANEOUS AND EXCLUSIVE USAGE BY DEVICE
16
TV Smartphone Laptop Tablet
Device Key
+ 35 MINS
(28%)
+ 73 MINS
(45%)
+ 17 MINS
(49%)
88 MINS (72%)
91 MINS (55%)
18 MINS (51%)
Global Average: 77 (71%)
Global Average: 31 (29%)
Global Average: 93 (63%)
Global Average: 25 (51%)
Global Average: 24 (49%)
Global Average: 54 (37%)AT THE
SAME TIME
AT DIFFERENT POINTS IN TIME
AdReaction 2014
EACH DIGITAL DEVICE CAN PLAY MULTIPLE ROLES – BUT EACH HAS DIFFERENT FOCUS
17
Entertainment Tool
Great for content in transit
Stacking
alternative entertainment
when bored by TV
Meshing
additional video content
(e.g. behind the scenes)
Shifting
personal entertainment
Productivity Tool
Faster for lots of content
Better for online shopping
Stacking
getting work done,
searching
Meshing
detailed digging into
TV content
Shifting
tasks where you need
to be fully engaged
Default Device
“Do it all” device if you don’t
have laptop/ tablet with you
Stacking
social check-ins
Meshing
polls, sharing opinions via
social & messaging
Shifting
connectivity whenever,
wherever
Smartphone Laptop Tablet
AdReaction 2014
Smartphones do not just connect across screens
Festival of Media LATAM 2014 – Winner, Best use of Digital
AdReaction 2014
BUT BE AWARE:
MARKETING RECEPTIVITY IS LOWER IN MORE PERSONAL DEVICES
How would you characterize your attitude towards each of the
following formats of advertising?
Each time you see each of the following, how much do you
typically pay attention? Base: access to device. 19
30
33
34
46
VERY/ SOMEWHAT
FAVOURABLE %
50
60
57
80
PAY AT LEAST SOME
ATTENTION %
41
25
24
23
GLOBAL AVERAGE
72
52
51
52
GLOBAL AVERAGE
BASE: ALL ANSWERING BASE: OWN OR HAVE ACCESS TO DEVICE
Smartphones are becoming the
connective tissue between all consumer
touchpoints
They are allowing the analog to become
digital
Mobile connectivity offers Brands many
new opportunities to engage with and
build relationships with people
But personal devices are just that.
Personal. Marketers must not be too
intrusive or invasive.
HOW TO MEASURE MOBILE CAMPAIGN EFFECTIVENESS?
# BrandBrand Value
(USD MM)Country
1 Corona 8,025 México
2 Skol 7,055 Brasil
3 Falabella 6,084 Chile
4 Telcel 5,308 México
5 Bradesco 4,177 Brasil
6 Sodimac 4,107 Chile
7 Televisa 3,625 México
8 Brahma 3,585 Brasil
9 Aguila 3,565 Colombia
10 Modelo 3,477 México
* Concentra valores de Modelo Especial, Negra Modelo y Modelo Light. 23
Consumer decision-making
Source: The Consumer Decision Journey, McKinsey
Quarterly Review
24
BRAND CONSIDERATION:
brands in the initial-
consideration set can be up to
three times more likely to be
purchased eventually than
brands that aren’t in it.”
Source: Millward Brown Vermeer, BrandZ™ data
B R A N D Z T O P 1 0 0 B R A N D S O U T P E R F O R M T H E M A R K E T
100
80
60
40
20
-20
-40
-60
Perc
enta
ge v
alu
e g
row
th
APR 07 APR 08 APR 09 APR 10 APR 11 APR 12 APR 13 APR 14
BRANDZ™ StrongBrands Portfolio
S&P 500
Meaningful
Different
Salient
Brand
Power
How “brand” impacts the bottom line
26
Marketing
Activities
Total
Revenue /
Profit
The Sales Response Effect
The Brand Effect
Maximises future
revenue / share
growth
Sustained, longer term
Immediate, short termMaximises share in
the current period
Strengthens loyalty of existing users
and brings new users into brand
Mostly incremental sales to
existing users
Most digital
metrics
O c t o b e r 5 , 2 0 1 4 8 : 1 4 p m
G o o g l e u p b e a t o v e r b r a n d a d v e r t i s i n g t o o l s
G o o g l e h a s c l a i m e d p r o m i s i n g e a r l y r e s u l t s f r o m i t s l a t e s t a t t e m p t t o d r a w b r a n d a d v e r t i s e r s , f o l l o w i n g y e a r s o f d i s a p p o i n t m e n t o v e r t h e s l o w g r o w t h o f b r a n d e d d i s p l a y a n d v i d e o a d s t o m a t c h i t s s e a r c h b u s i n e s s .
27
Brand Impact of Mobile - AdIndex for Mobile
28
W E H A V E C O M P L E T E D 4 0 0 + M O B I L E A D V E R T I S I N G E F F E C T I V E N E S S S T U D I E S A C R O S S A B R O A D R A N G E O F I N D U S T R Y V E R T I C A L S
Tablets
Location
Multi-
Screen
Display &
Rich Media
Ads
SMS
Apps
Mobile
Video
How It Works
29
B O T H G R O U P S S U R V E Y E D A B O U T A T T I T U D E S T O W A R D B R A N D ; R E S P O N S E S C O M P A R E D
M O B I L E A D S C A N B E M E A S U R E D W I T H T H E S A M E A P P R O A C H
A S O N L I N E A D S :
CONTROL GROUP(n=300)
Control Cell fielded one to
two weeks prior to
campaign launch. Banner
invite included on mobile
page inviting respondents to
participate in a survey.
EXPOSED GROUP(n=300)
Test Cell collected during
campaign. Banner invite
residing in same area as
mobile ad invites
respondents to participate
in survey.
MOBILE EFFECTIVENESS Vs. OTHER CHANNELSCrossMedia Research
30
How can I optimise moving forward?
What was their cost efficiency?
What role did each channel play?
How did my campaign perform?
40
21
26
12
Model Output
31
M e d i a c a m p a i g n e l e m e n t s ’ i m p a c t o n b r a n d m e t r i c s a r e i d e n t i f i e d f r o m t h e m o d e l i n g o u t p u t
Media Contribution
Mobile
OOH
Press
TV
CAMPAIGN IMPACT
BRAND METRIC(Post Campaign)
How does the brand impact of channels compare
DigitalTV
GLOBAL
21%
23%
21%
33%
44%
21%
18%
17%
18%
10%
58%
59%
62%
49%
46%
Bonding
Different
Meaningful
Salience
Spend
Other Media
CrossMedia Research 2014
How does the brand impact of channels compare
DigitalTV
LATAM
34%
31%
39%
26%
51%
25%
13%
3%
17%
3%
41%
56%
58%
57%
46%
Bonding
Different
Meaningful
Salience
Spend
Other Media
CrossMedia Research 2014
WHAT SHOULD BRANDS DO?
AdReaction 2014
• The key to consumer interaction and
information exchange is now personal mobile
devices,
• Core consumer segments are going mobile fast
• Brand Marketers need to follow them if they
wish to effectively grow their brands in future
• But must test and learn more to maximize
impact and ROI of mobile investments
#AdReaction
Thank you
James Galpin,
Head of Media & Digital, LATAM
www.millwardbrown.com/AdReaction
www.millwardbrown.com/BrandZ