InMobi Consumer Mobile Advertsiing in US : Top 5 Insights

8/6/2019 InMobi Consumer Mobile Advertsiing in US : Top 5 Insights

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A Global Consumer View of Mobile Advertising:U.S. Market Insights

James Lamberti

August 25th, 2010

In partnership with:

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The Consumer Perspective

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Consumer point of view limited Actionable data and best practices often lacking Global perspective on mobile advertising missing

The Problem

Provide a deep consumer view on mobileadvertising

Offer a global perspective across 14 countries and6 regions Initiate on-going tracking and best practices

research to help educate the market

ResearchObjectives


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Methodology

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PRIMARY

SURVEY

RESEARCH

INMOBI

NETWORK

RESEARCH

QUALITATIVE

INTERVIEWS

2 Minutes and 8 Questions14 Countries20,000 CompletesEnglish + In-LanguageAge, Demo, Language WeightedcomScore Partnership

USA Field 8/7 8/124,399 completes

Fully Weighted

20.3 Billion Impressions6 Regions15 Countries

6 Regions5 Countries

8 InMobi ExecutivesObjective AnalysisMix of Global + Regional Leaders6 Regions

8 InMobi Executives6 Regions

Full Analysis Details NYC Preview


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Question Specific Language

1. GenderAre you: Male

Female

2. Age

Your age: 0 -14 [End]

15 - 24

25 - 34

35 - 44

45 - 64

65 +

3. Overall

opinion

How comfortable are you with mobile advertising? Very comfortable, they serve an important purpose

Somewhat comfortable, Im getting used to seeing them Not comfortable at all, they are intrusive

No opinion, I do not think much about ads on my phone

4. Ad

benefits

Has a mobile ad ever? [check all that apply]

Introduced me to something new

Helped me learn more about something

Saved me money

Saved me time

Helped me find something nearby

Reminded me of something important

Entertained me Given me something for free

Been relevant to who I am or what I am doing

5. What if

apps

With ads on your phone: you get free appsWithout ads: you pay for those apps

Are you more willing to have ads on your phone? Yes

Maybe

No

Question Specific Language

6. What if

data plan

With ads: your phone bill is reduced by 10%Without ads: you pay the regular price

Are you more willing to have ads on yourphone? Yes

Maybe

No

7. What if

relevance

What if all the ads on your phone arepersonalized to you in a helpful way.

For example, you travel to a new city and an adgives you a coupon to a local restaurant.

Are you more willing to have ads on yourphone? Yes

Maybe

No

8. Which adwould you

click

(See creative

on next page)

If you saw these ads on your phone, which would youclick, if any? [check all that you might click]

Creative, CTA Call

Creative, CTA Search

Creative, CTA Content

Creative, CTA Purchase

Creative, CTA Viral

None of these

9. Why selectWhy did the ad(s) you selected appeal to you? [check

all that apply] Same list as Q4

Full Questionnaire

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Ad Creative Strategy:4 Categories, 5 Calls to Action, 14 Countries

Credentials:#2 Global Hotel Brand(after Holiday Inn, source: Lodging

Hospitality magazine online)

#10 Global Brand(Interbrand List, 2009)



Scenario: Travel to a newcity

Movie X playing thissummer

International launchof Device Y

New hybrid sportcar

Five Calls-to-Action for Each: Make a Call Do a Search Get Digital Content

Four

distinctbrands:

Make a Purchase Share with Friends

5

Major

HotelBrand

Major Movie

Release New ConsumerElectronic

Global

AutomotiveBrand

Consumers Experienced Real 300x50 Banner Creative,We Blinded Brands To Release These Results Publicly


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USA RESULTS

First Market in Global Study

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Nearly two-thirds of consumers arecomfortable with mobile ads.

38%

25%

16%

10%12%

Very comfortable,they serve an

important purpose

Somewhatcomfortable,

Im getting usedto seeing them

No opinion,I do not think

much about adson my phone

Somewhatuncomfortable,

they can bedistracting

Not comfortableat all,

they are intrusive

Level of Comfort with Mobile Advertising

Base = Total respondents (n=4,399)

Q3. How comfortable are you with mobile advertising?7


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71%53%

14%

18%

16%29%

Male Female

Top 2 Box Neutral Bottom 2 Box

Base = Total respondents (Male=3,194; Female=1,205; Under 25=2,327; 25-44=1,662; 45+=410)

Q3. How comfortable are you with mobile advertising?

Level of Comfort with Mobile Advertising

73%62%

51%

11%16%

20%

15% 22%29%

Under 25 25 - 44 45+

Top 2 Box Neutral Bottom 2 Box

While all demographics are generally positive,males and youth are most receptive.

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54%30%

17%

Free Apps

Yes Maybe No

Base = Control respondents (n=1,506)What if scenarios presented:Q5. With ads on your phone::you get free apps; Without ads: you pay for those apps;

Q6. With ads: your phone bill is reduced by 10%; Without ads: you pay the regular price;Q7. All the ads on your phone are personalized to you in a helpful way? For example, you travel to a new city and an ad gives you a coupon to alocal restaurant; Are you more willing to have ads on your phone?

57%26%

17%

10% Off Phone Bill

Yes Maybe No

59%27%

14%

Ads Personalized to You

Yes Maybe No

Willingness to Have Ads on Phone

Personalization of ads is more appealingthan saving money and free apps.

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21%

22%

24%

25%

27%

29%

30%

35%

47%

Reminded you of something important

Been relevant to who you are or what you are doing

Saved you time

Saved you money

Helped you find something nearby

Given you something

for free

Entertained you

Helped you learn more about something

Introduced you to something new

Benefit of Mobile Advertisements Seen in the Past

U.S. Total

Base = Control respondents (n=1,506)

Q4. Has a mobile ad ever? [check all that apply]

A broad, flat distribution of benefitsdefines mobile advertising.

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75%

25%

Yes, would click onone or more ad

No, not click on any

58%

42%



66%

34%



61%

39%



Base = Test respondents (Hotel=698; Entertainment=717; Electronics=566; Automotive=912)

Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]

Consumers are engaged in across everycategory from entertainment to cars.

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Major

Hotel

Brand

Major

Movie

Release

New

Consumer

Electronic

Global

AutomotiveBrand


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75%

25%



Base = Test respondents (Total Automotive=912; Male=637, Female=275; Under 25=461; 25-44=379; 45+=72*); *Caution: Small samplesize


12

The new $40,000 car campaign was mostappealing among the brands tested.

47%

21%

18%

33%

17%

53%

79%

82%

67%

83%

45+

25-44

< 25

Female

Male

Yes

No

Global

Automotive

Brand


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61%

39%



Base = Test respondents (Total Hotel=698; Male=479, Female=219; Under 25=351; 25-44=278; 45+=69*); *Caution: Small sample size


13

43%

37%

36%

47%

30%

57%

63%

64%

53%

70%

45+

25-44

< 25

Female

Male

Yes

No

Age and gender engagement patterns areconsistent across all brands including hotel.

Major Hotel

Brand


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66%

34%



Base = Test respondents (Total Entertainment=717; Male=497, Female=220; Under 25=340; 25-44=287; 45+=90*); *Caution: Small sample size


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Entertainment drove high interest suggesting alink between creative efficacy and device usage.

45%

33%

25%

41%

29%

55%

67%

75%

59%

71%

45+

25-44

< 25

Female

Male

Yes

No

Major

MovieRelease


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58%

42%



Base = Test respondents (Total Consumer Electronic=566; Male=398, Female=168; Under 25=282; 25-44=225; 45+=59*); *Caution:Small sample size


Response data helps with mobile customerdiscovery such as young males.

15

52%

45%

27%

55%

31%

48%

55%

73%

45%

69%

45+

25-44

< 25

Female

Male

Yes

No

New

Consumer

Electronic


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Specific Creative By Call to Action:Copy and 300 x 50 Banners

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Share with Friends Make A Purchase

Recommend a friend and get your

room 50% off

Share the trailer and see the movietoday

Recommend a friend and get a free

headset

Share a virtual test drive with a

friend

Book now and save 20%

Buy tickets now right over yourphone

Buy now and save 20%

1.9% financing available now right

over your phone


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Creative By Call to Action:Copy and 300 x 50 Banners

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Make a Call Do A Search Get Digital Content

Planning a trip? Call now for

discount rates!

Call now for tickets.

Book a test drive today.

Call now for information and

discounts.

Need a hotel room? Click now to

find a room nearby.

Search now for theaters andshowtimes near you.

Locate a dealer near you.

Find a store near you.

Planning a trip? Take a virtual tour

of our newly remodeled rooms.

Download trailers and wallpapersof your favorite character.

Take a virtual test drive!

See a live demo of our most

advanced phone ever!


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25%22%

20%18% 18%

Call Content Viral Purchase Search

Mobile Ads Consumers Would Click On

U.S. Total

Base = Test respondents (n=2,145)

Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click]

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Appeal of calls to action lines up with theconvenient and social nature of the device.


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31%24% 22% 20% 22%


Base = Test respondents (Male=2,011; Female=882)


19% 19% 19% 16% 13%


Mobile Ads Consumers Would Click On

Male

Female

Willingness to make a call or search defines thedifference between men and women.

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17%

26%

17%

24%

Content

Mobile Ads Consumers Would Click On by Advertiser BrandContent CTA

Hotel Movie Electronic Auto

Base = Test respondents (Hotel=698; Entertainment=717; Consumer Electronic=566; Automotive=912)


Entertainment and big ticket purchases arebest served with compelling content.

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16%

21%

17%

26%

Viral

Mobile Ads Consumers Would Click On by Advertiser BrandViral CTA

Hotel Movie Electronic Auto

Base = Test respondents (Hotel=698; Entertainment=717; Consumer Electronic=566; Automotive=912)


Sharing with friends extends advertiser ROIand is easily done over the phone.

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13%

25%

12%

18%

27%

24%

24%

25%

15%

32%

Female

Male

Call

ContentViral

Purchase

Search

24% 24% 26%15% 19%


Base = Test respondents that saw the Automotive ads (Total=912; Male=637; Female=275)


22

Share with friends and get content appeal tomen and women equally.

Global

Automotive

Brand


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Implications & next steps.

Finding Support/Best Practice

Consumers are ahead of us when it

comes to mobile advertising.

63% are comfortable, only 22% negative. Acceptance climbs +10 pts to

73% with an understanding of the exchange of value.

Personalization (59% T2B) is as important as cost savings (54% to 57% T2B)

in the exchange of value. Perceived benefits are broad (9 benefits ranging from 21% to 47% T2B )

and cover ALL stages of the funnel.

All demos are engaged, but men and

those under 45 are particularly

engaged.

74% of Men claim an interest in clicking vs. women at 58%.

Click interest in mobile ads is sustained up to 45 years old (64%) vs. 49%

for 45+

Mobile is NOT just like PC. Ads must

consider the personal nature of the

device - especially among women.

Calls to action linked to use of the device are key phone calls, social

media, and entertainment/content are equally important.

While Make a call ranked highest overall at 25%, pockets of interest

among women are linked to content and viral creative authenticity.

Rapid development of best practices is

key to unlock the potential for mobile.

Calls to action, benefits, and levels of engagement among targets are

easily generalized, but highly nuanced at a category/brand level.

A test grid is easily executed to unlock best practices with 3 to 6 months of

focused testing.

Consumers are well ahead of us in their use of the phone and comfort with ads.

Agencies and brands should test and replicate this study to gather best practices in mobile.

Documents

InMobi Consumer Mobile Advertsiing in US : Top 5 Insights