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SOUTH EAST ASIA:

THE FOUR Cs OF MOBILE ADVERTISINGCHANNEL | CONTEXT | CONTENT | CONNECT

SEPTEMBER 2015

SMARTPHONES ARE MAKING INROADS INTO THE MASSES

SOURCE: EMARKETER 2015 2

PHILIPPINES

37%

VIETNAM

36%THAILAND

39%

MALAYSIA

47%

INDONESIA

37%

3

FOR MANY,

MOBILE PHONE IS THE

FIRST & ONLY INTERNET SCREEN

MOBILE ADS PIQUE CONSUMERS’ CURIOSITY

Q7. HAVE YOU READ OR CLICKED ON ANY MOBILE ADS IN THE PAST ONE MONTH? 4

SO WE ASKED: ‘HAVE YOU READ OR CLICKED ON ANY MOBILE ADS IN THE PAST ONE MONTH?’

40%33% 38%

45% 44%

25%

37%41% 33%

32% 40%

42%

SEA Malaysia Indonesia Philippines Thailand Vietnam

No

Yes, I clicked on it

accidently.

Yes, because I was

interested.

FUTURE CONSUMERS ALREADY OWN A MOBILE PHONE TODAY

SOURCE: ASIANPARENT / SAMSUNG KIDSTIME’S MOBILE DEVICE USAGE AMONG YOUNG KIDS 2014; Q: DO YOU LET YOUR 3-8 YEAR OLD KIDS USE A SMARTPHONE/TABLET? 5

DO YOU LET YOUR 3-8 YEAR OLD KIDS USE A SMARTPHONE/TABLET?

14% 14% 13% 15% 16% 12%

66% 69% 66% 64% 67%64%

19% 15% 19% 20% 15% 23%

SEA Indonesia Malaysia Thailand Philippines Singapore

Never

No. Except in certain

cases

Yes. Sometimes

Yes. Most of the time

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BUT WE STILL HAVE INCOMPLETE

KNOWLEDGE ON HOW

CONSUMERS RESPONSE TO

MOBILE ADVERTISING

7

Lack tracking and

Lack (traditional) creative space

SO WE EMBARKED ON A REGION-WIDE RESEARCH

IN JULY 2015

8

2600+ respondents

5 countries

15 – 54 years old smartphone

internet users

PHILIPPINES

127,076 panelists

VIETNAM

489,075 panelistsTHAILAND

145,885 panelists

MALAYSIA

129,658 panelists

INDONESIA

97,719 panelists

METHODOLOGY

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BY INVITATION ONLY

You can’t choose to join our panels or

recommend your friends – We invite to

ensure random selection and full control.

SINGLE SOURCE

We apply one method for recruitment

across all panels to give you consistent

results, every time.

NO PROFESSIONALS

Our panelist are offered small lucky

draws – that’s it! We only want people

joining for the right reasons.

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FOUR CORE QUESTIONS:

CHANNEL CONTEXT CONTENT CONNECT

What are the

mobile touch

points?

When is mobile

used to engage

with brands?

How to engage

consumers on

mobile?

How to integrate

mobile with other

mediums

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CHANNEL& CONTEXT

MOBILE IS OUR LIFELINE

12

60%

Feel extremely

uneasy without

their smartphones

56%

Never switch

off phones

39%

Couldn’t take their

eyes off their

phone for even an

hour

Q6. THINKING ABOUT YOUR SMARTPHONE USAGE IN THE PAST ONE DAY, WHAT WAS THE LONGEST TIME YOU

LEFT YOUR MOBILE PHONE UNATTENDED OR UNCHECKED?

MOBILE ADS PERFORM BETTER ON COMMUNICATION CHANNELS

13

0%

5%

10%

15%

20%

25%

30%

25% 30% 35% 40% 45% 50%

Ad c

licked

Ad noticed

Email

FB newsfeed

Animated / video (IM)Animated / video ad

(web/app)Pre / mid-roll

Search engine ad

Ads that transform skin / theme SMS

MMS Banner

Floating ad

Q15. BASED ON PAST EXPERIENCE, HOW LIKELY ARE YOU TO IGNORE, NOTICE OR CLICK ON THE FOLLOWING FORMAT OF MOBILE ADVERTISEMENTS?

THERE ARE DISTINCT

MOBILE ENVIRONMENTS

14

Q4-5. WHICH OF THE BELOW APPS THAT YOU USE HAS MADE YOUR

SOCIAL LIFE MORE INTERESTING / WORK OR SCHOOL / COLLEGE LIFE

MORE PRODUCTIVE / EFFICIENT?

0%

10%

20%

30%

40%

50%

60%

70%

0% 10% 20% 30% 40% 50% 60% 70%

Email

Search

Social

NetworksChat app

Camera / photo

Games

Music

Navigation

NewsUtilities

Work / study efficiency

Video

Reference Business

Interest

Photo editing

Finance

Weather HealthMedical

Directories

Books

En

han

ce so

cial life

Search

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Being an intimate and

personal device, the unique

opportunity is for us to

connect the on-screen

experience to the

environment and mood of

the consumers

16

68%Prefer to have

brand and product

information in their

mobile phone for

the ease of

sharing

Q2. PLEASE TELL US TO WHAT EXTENT DO YOU AGREE OR DISAGREE WITH EACH OF THE FOLLOWING STATEMENTS. (TOP 2 OF 5-POINT SCALE)

66% 66%

74%68%

64%

Malaysia Indonesia Philippines Thailand Vietnam

THE DOOR TO ADVERTISING IS OPEN

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DEVICES USED MOST OFTEN FOR INFO SEARCH

Q16. WHEN IT COMES TO RESEARCHING INFORMATION ABOUT BRANDS / PRODUCTS THAT YOU WANT TO BUY,

WHICH OF THE FOLLOWING DEVICES DO YOU USE THE MOST?

0%

10%

20%

30%

40%

50%

60%

15 – 24

25 – 34

35 – 44

45 – 54

Smartphone

Computer / laptop

Tablet / Ipad

Q8. IF YOU HAVE TO SEE ADS WHILE USING YOUR SMARTPHONE, YOU WOULD PREFER TO… 18

IF ADVERTISEMENT IS MANDATORY…

77% would prefer

personalised ads

or ads they can

choose

60% would prefer

entertaining ads or

ads that reward for

watching

48% would prefer ads

that start

conversations

and are worth

sharing

Q14. WHICH OF THE FOLLOWING BRANDED ACTIVITIES WILL YOU BE INTERESTED TO PARTICIPATE THROUGH YOUR SMARTPHONE? 19

INCREASE BRAND ACTIVITY WITH PRIZES

45%Free

entertainment

59%Win

rewards

35%Brand privilege

31%Contribute to

society

28%Membership

24%Contribute

my opinions

23%Make new

friends

REWARDS PRIVILEGES CONTRIBUTE & SHARE

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“CONSUMER-CENTRIC”

CHANNEL & CONTEXT TAKEAWAYS

“RECIPROCITY”

Focus on what you do with

the consumers and carry the

message IN it.

Think about building a

sustainable reciprocal

relationship with consumers

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CONTENT

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74%of SEA

smartphone users

depend heavily on

their phones to

ease boredom

Q2. PLEASE TELL US TO WHAT EXTENT DO YOU AGREE OR DISAGREE WITH EACH OF THE FOLLOWING STATEMENTS. (TOP 2 OF 5-POINT SCALE)

71%67%

73%

85%

57%

Malaysia Indonesia Philippines Thailand Vietnam

EXPECTED BUT INTERESTING GENDER DIFFERENCES

23Q12. WHICH OF THE FOLLOWING CATEGORIES WOULD YOU BE INTERESTED TO RECEIVE INFORMATION THROUGH YOUR SMARTPHONE? (INDEX)

Au

tom

ob

ile

IT /

gad

gets

Sp

ort

s an

d f

itn

ess

Ho

me e

lect

ron

ics

Real est

ate

/ fu

rnit

ure

Fin

an

ce

En

tert

ain

men

t

Ed

uca

tio

n p

rod

uct

s

Daily n

ece

ssit

y

Leis

ure

an

d t

ravel

Healt

h /

Nu

trit

ion

Ap

pare

l /

acc

ess

ori

es

Ho

me C

are

Fo

od

Pet

pro

du

cts

Mo

ther

an

d in

fan

t

pro

du

cts

Beau

ty &

makeu

p

Male Female

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People carry a smartphone

like a Swiss army knife

today.

Think about content beyond

entertainment and

information.

CONTENT THAT ENHANCES LIFE AND MOBILE USAGE

25

46%

44%

43%

30%

27%

26%

21%

19%

15%

12%

12%

Content related to my hobbies

Music / songs

Self-improvement tips

Inspirational quotes or short…

Recipes

Chat app stickers

Mobile skins/Themes

Emoji / emoticons

Phone wallpapers

Favourite celebrity info

Ringtones

Q13. WHICH OF THE FOLLOWING CONTENT YOU DON’T MIND SUBSCRIBING FROM A BRAND ON YOUR SMARTPHONE?

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THE SWISS ARMY KNIFE

MOBILE CONTENT IN SUMMARY

Brands need to go beyond

entertainment to maximise

engagement and foster a long

term relationship with content

that offers utility and

functionality.

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CONNECT

SCREEN MESHING IS PREVALENT

Q19. THINKING ABOUT YOUR USUAL MOBILE USAGE, HOW OFTEN DO YOU USE YOUR MOBILE PHONE WHILE WATCHING TV? 28

20% 14% 18% 24% 23%12%

11%13% 9%

12% 11%

9%

13%13% 12%

13% 15%

10%

16% 18% 14%

15% 17%

18%

SEA Malaysia Indonesia Philippines Thailand Vietnam

I don’t watch TV

Never used mobile internet while

watching TV

3 or less out of 10 times

4-5 out of 10 times

6-7 out of 10 times

8-9 out of 10 times

All the time

60% 58% 54%

63% 66%

49%

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Fragmented mobile

attention is a reality, no

medium win working in

isolation.

TURN DUAL-SCREEN INTO A CHANNEL

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SMARTPHONE USAGE WHILE WATCHING TV

47%

42%

42%

51%

51%

39%

28%

29%

30%

25%

28%

30%

25%

29%

28%

24%

21%

31%

SEA

Malaysia

Indonesia

Philippines

Thailand

Vietnam

Related to programmes Related to brand ads Non-related

Q20. THINKING ABOUT THE TIME YOU USED SMARTPHONE WHILE WATCHING TV AT THE SAME TIME. WHICH OF THE

FOLLOWING BEST DESCRIBES THE TYPE OF ACTIVITIES YOU WERE DOING ON YOUR MOBILE PHONE?

LEVERAGE OFFLINE ACTIVITIES TO

INCLUDE MOBILE

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ACTIVITIES RELATED TO TV PROGRAMME

Q20. THINKING ABOUT THE TIME YOU USED SMARTPHONE WHILE WATCHING TV AT THE SAME TIME. WHICH OF THE

FOLLOWING BEST DESCRIBES THE TYPE OF ACTIVITIES YOU WERE DOING ON YOUR MOBILE PHONE?

Chatted

about the programme

42%

Searched

programme info32%

Commented

online about the

programme

26%

KEEP INFORMED AND PUT INTO

PLACE RELEVANT STRATEGIES FOR

YOUR RESPONSES.

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ACTIVITIES RELATED TO TVC

Q20. THINKING ABOUT THE TIME YOU USED SMARTPHONE WHILE WATCHING TV AT THE SAME TIME. WHICH OF THE

FOLLOWING BEST DESCRIBES THE TYPE OF ACTIVITIES YOU WERE DOING ON YOUR MOBILE PHONE?

Searched about

the brand/product

47%Shared brand /

product that I saw on TV with

friends

36%

Responded to

a brand ad

17%

WHAT MAKES PEOPLE LIKE AND SHARE?

33Q22. THINKING ABOUT THE TIME YOU SHARED OR SEARCHED ABOUT INFORMATION RELATED TO THE TV ADS THAT YOU SAW. WHAT ABOUT THE ADS THAT TRIGGERED YOUR INTEREST TO DO SO?

66%

65%

42%

41%

16%

12%

9%

Promotion or sale

New brand/product

Funny ad

Unique product claim

Celebrity in the ad

Talent in the ad

Bad ad

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“EXTEND MOBILE IMPACT”

MOBILE CONNECT IN SUM:

Given we have an increasing

fragmented media, mobile marketing

must be inclusive of other mediums

to maximize and extend engagement

opportunities.

SUMMARY AND IMPLICATIONS

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CHANNEL

CONTEXT

CONTENT

CONNECT

CONSUMER-CENTRICPutting the role that brands can offer in consumer’s life first, mobile platform second. It’s more about how we deliver it than where we deliver it.

RECIPROCITYBuild that relationship based on reciprocity, not baits. Mutual benefits are essential to keep a longer lasting relationship.

SWISS ARMY KNIFEDeliver content as utility, beyond entertainment. Consumers want content that enhances their mobile experience.

EXTEND MOBILE IMPACT

Turn multiple-screen usage into a channel to battle the

media fragmentation. Leverage on mobile’s versatility,

mobility and connectivity to expand the fabric of influence.

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THANK YOU!

For more information, please contact:

Thue Quist Thomasen | tqt@epinionglobal.com

Yong Shel Vei | shelvei.yong@omnicommediagroup.com