Omnicom Media Group and Epinion Collaborate to Understand Consumers’ Response to Mobile Advertising
Omnicom Media Group in partnership with Epinion released a study titled The Four Cs of Mobile Advertising centred around mobile advertising trends in Southeast Asia, last week (Sept 18th).
The study redefines four key areas that help in navigating the intricacies of mobile advertising - channel, context, content and connect.
A few key findings form the study
1. 77% of the surveyed respondents have clicked on or read a mobile ad in the past month, among which, 52% were intentional and 48% were unintentional clicks.
2. Channel wise, the most effective advertising mobile channels are communication related: email is high on both notice (45%) and click through (25%), followed by Facebook newsfeed and animated content or video ad on instant massaging app or website.
3. Context wise, 77% prefer personalised ads or ads they can choose. 60% prefer entertaining ads or ads that reward for watching. The study finds that consumers will be happy to see ads if they get something in return.
4. 74% depend heavily on their phones to ease boredom. For content, their appetite for content does not stop at just entertainment or information. They are also looking for something with functional and practical value: self-improvement tips (43%), motivational or inspirational quotes (30%), recipes (27%) etc.
5. In terms of Connect, 60% of them use their smartphones while watching TV, at least four out of ten times. This is higher in Thailand (66%) and among the youngsters aged 15 – 24 (63%). 75% use their smartphone to interact with the TV content: either talking, sharing or searching for programme-related info (47%) or TV ad-related info (28%).
Commenting on the study, Guy Hearn, Chief Innovation Officer Omnicom Media Group said, “With saturated mobile phone penetration and growing ownership of smartphones, mobile advertising is integral for brands to connect with their audience. Despite the critical need for mobile advertising, many of us have no clear idea on how to capitalise it. One of the reasons is that while there is a lot of data available on consumers’ mobile usage, data on mobile advertising is still limited. This study unravels key insights which we hope will help marketers understand and leverage the power of mobile advertising.”
Thue Quist Thomasen, Head of Group Sales and Marketing, Epinion said, “There is a huge opportunity for brands to enhance the utility and functionality of their campaigns by leveraging mobile advertising as consumers have gone beyond using the mobile phone as a means of entertainment and communication. Brands should move away from the fixation of content equates entertainment or information, and reconsider or redefine what does content mean to consumers from the perspective of utilisation.” “It has been great to partner with Omnicom Media Group on this study, which we hope clears a few perceptions of mobile advertising,” he added.
The online study surveyed 2,631 internet users aged 15-54 who also own a smartphone. Fieldwork was executed by Epinion across five smartphone emerging markets in South East Asia: Indonesia, Malaysia, Philippines, Thailand and Vietnam. Samples are weighted to represent online smartphone population in these countries.