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Research blast: Mobile ROI beyond click-throughs Speaker: Joe Webb, Regional Head of Digital, TNS Asia Pacific
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Connected Life 2014
Research blast! Mobile ROI beyond click-throughs Joe Webb Head of Digital TNS Asia Pacific @webbonthewebb
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Connected Life 2014
Connected Life 2014 explores how technology is transforming the lives of consumers across the planet
2
50
countries
55,000
consumers
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Connected Life 2014
Access Attitude
Think about two things…
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Connected Life 2014
Access; how good is your ‘supply’ of internet?
No access to internets
Mobile only
Public Wi-Fi
Multi-device access
All you can eat data
Rich ecosystem available
Full access to a shiny, sparkling internets
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Attitudes; what is your level of demand for digital devices, services and content?
Late adopter
Prefer physical formats
PC legacy
Mid-adopter
Keen to own new devices
Interested in ‘the new’
Early adopter
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Connected Life 2014
One implication of this? A greater focus on mobile…
Hours per day – mobile
Emerging Asia Developed West Developed Asia
2.8
3.6 2.9 3.1 3.1
1.3 1.1 1.2 1.5 1.9
2.8
2.0 2.5 2.5 2.6
Vietnam Philippines Indonesia Thailand China UK France Germany Canada USA Malaysia Taiwan South Korea
Hong Kong Singapore
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Connected Life 2014
Traditional TV and online video usage
TV moves to video
Heavy online videos, Heavy TV
Heavy online videos, Light TV
Light online videos, Heavy TV
Light online videos, Light TV
Online video consumption Heavy online videos Max. 8.8 times a week
Light online videos Min. 2.6 times a week
Heavy TV Max. 3.0 hrs daily
Light TV Min. 0.8 hrs daily
TV consumption
Hong Kong
Indonesia
Kenya Nigeria
Philippines
South Korea
UK
USA
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Connected Life 2014
OV moves to mobile
Devices used to watch online videos – Hong Kong
9
23
38
52 South Korea
USA
Large screen mobile share of smartphone market (%)
16
17
30
40
Mobile share of online video viewership (%)
Hong Kong
Vietnam
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Connected Life 2014
3% 5%
17%
34%
41% 40%
3%
40%
14%
2%
Print Radio TV PC Mobile
Time Spent (consumers)
Ad Spend (advertisers)
Mobile is now the primary screen… For Hong Kong consumers, not Hong Kong advertisers Time spent vs. ad spend
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Connected Life 2014
Offers a range of new ways to connect
Brand Building
Brand extensions Contextual targeting Omnichannel retailing
Brand Activation
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Connected Life 2014
Mobile ROI beyond click-throughs – Takeaways
Think objectives, not platforms
It’s not measurement, it’s optimisation
Accelerate
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