001 MobileDayCol - MillwardBrown - James Galpin - Connecting with colombian consumers 2014

#AdReaction

Connecting with

Colombian Consumers

in 2014James Galpin,

Head of Media & Digital, LATAM

[email protected]

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%)




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


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


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%


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


SHIFTING

186’

60% STACKING

80’

26%


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


Device Key

+ 35 MINS

(28%)

+ 73 MINS

(45%)

+ 17 MINS

(49%)

88 MINS (72%)

91 MINS (55%)

18 MINS (51%)






Global Average: 54 (37%)AT THE

SAME 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

http://www.ft.com/

http://www.ft.com/

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

[email protected]

www.millwardbrown.com/AdReaction

www.millwardbrown.com/BrandZ

001 MobileDayCol - MillwardBrown - James Galpin - Connecting with colombian consumers 2014

Mobile

Transcript of 001 MobileDayCol - MillwardBrown - James Galpin - Connecting with colombian consumers 2014