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    Agree: Adreaction 2012

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    The document discusses mobile advertising trends around the world. It finds that favorability towards mobile ads varies globally, with Europeans being the least favorable and Indians and Africans the most favorable. Mobile ads have 3-4 times more impact than online ads. Consumers most want to receive ads from banks, restaurants, technology companies and hotels. Preferred mobile ad formats include social media posts, mobile search ads, and augmented reality. Mobile ads are effective at driving consumers to websites and online searches of brands. Key factors that make for a good mobile app or website include quick loading, ease of use, and clear updates.

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    Agree: Adreaction 2012

    Uploaded by

    api-192935904
    26 views1 page
    The document discusses mobile advertising trends around the world. It finds that favorability towards mobile ads varies globally, with Europeans being the least favorable and Indians and Africans the most favorable. Mobile ads have 3-4 times more impact than online ads. Consumers most want to receive ads from banks, restaurants, technology companies and hotels. Preferred mobile ad formats include social media posts, mobile search ads, and augmented reality. Mobile ads are effective at driving consumers to websites and online searches of brands. Key factors that make for a good mobile app or website include quick loading, ease of use, and clear updates.

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    The document discusses mobile advertising trends around the world. It finds that favorability towards mobile ads varies globally, with Europeans being the least favorable and Indians and Africans the most favorable. Mobile ads have 3-4 times more impact than online ads. Consumers most want to receive ads from banks, restaurants, technology companies and hotels. Preferred mobile ad formats include social media posts, mobile search ads, and augmented reality. Mobile ads are effective at driving consumers to websites and online searches of brands. Key factors that make for a good mobile app or website include quick loading, ease of use, and clear updates.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    26 views1 page

    Agree: Adreaction 2012

    Uploaded by

    api-192935904
    The document discusses mobile advertising trends around the world. It finds that favorability towards mobile ads varies globally, with Europeans being the least favorable and Indians and Africans the most favorable. Mobile ads have 3-4 times more impact than online ads. Consumers most want to receive ads from banks, restaurants, technology companies and hotels. Preferred mobile ad formats include social media posts, mobile search ads, and augmented reality. Mobile ads are effective at driving consumers to websites and online searches of brands. Key factors that make for a good mobile app or website include quick loading, ease of use, and clear updates.

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    Marketing in the Mobile World

    AdReaction 2012
    FAVORABILITY TOWARD MOBILE ADS VARIES AROUND THE WORLD

    MY MOBILE DEVICE...

    Europe
    Italy Turkey UK Germany France Spain

    %
    19 17 14 13 13 12

    65%
    agree
    makes me efficient

    60%
    agree
    and is indispensable

    North & South America %


    Brazil Mexico USA Canada 23 19 11 11

    Asia
    India China

    %
    43 22

    Africa
    Kenya Nigeria South Africa

    %
    48 48 30

    I take my smartphone everywhere; life collapses if I forget it!

    MOBILE ADS HAVE 3 4X MORE IMPACT THAN ONLINE ADS...

    Billboard/Outdoor

    Social Media & Networking sites

    Online (website display)

    Newspaper

    Television

    Magazine

    *Source: Morgan Stanley Research

    ON MOBILE, CONSUMERS MOST WANT TO HEAR FROM:

    31%
    On lin eR et a

    37 %

    32%
    il

    Banks & Financial Services

    Newspapers & Magazines

    Local Restaurants

    32%

    35%
    Of users said that receiving deals or promotions on mobile improve their opinion of the brand.
    9858 0113 3788 2355 0467 5920 55

    31%
    Technology

    tores et a i l S R

    27%

    26%

    es irlin A

    26%
    Hotels

    The ad gives me something, not just trying to sell me.

    PREFERRED MOBILE AD FORMATS

    Social media news feed posts 35% Mobile search ads 25% Augmented reality 24% Mobile display ads 23% SMS text 23% In-app ads 21%

    MOBILE ADS DRIVE CONSUMERS TO MOBILE WEBSITES & SEARCH

    33%
    Visited the brands website

    31%
    With my tablet I have more freedom.
    Searched for the brand on the internet

    TOP 5 THINGS THAT MAKE A GOOD APP

    TOP 5 THINGS THAT MAKE A GOOD MOBILE WEBSITE

    59%

    54%

    64% 47% 53% 38% 36% 47% 32% 25%

    Free to download

    Quick to download

    Doesnt Crash

    Works for all software versions

    Clearly explains updates

    Loads quickly

    Displays clearly on mobile device

    Easy to find via mobile search

    Easier to use than desktop website

    Different features to regular website

    Their app was like eye candy. I would seriously consider getting a membership based on how cool their app was, it made it so easy to shop.

    Source: Millward Brown Global AdReaction Study, November 2012 Integrated analyses from Millward Brown, Dynamic Logic and Firefly Millward Brown

    Mobile

    Radio

    BILLION

    Brand websites/ microsites

    Opt-in-email

    1.5
    HUGE OPPORTUNITY FOR GROWTH...

    BUT ATTITUDES TOWARD MOBILE ADS ARE NOT YET FAVORABLE COMPARED WITH OTHER MEDIA 51% 51% 50% 48% 47% 45% 36% 36% ...smartphones & tablets will be installed globally by mid 2013, overtaking laptops and PCs* 33% 23%

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