The Four Cs of

Mobile Advertising

CHANNEL | CONTEXT | CONTENT | CONNECT

SOUTH EAST ASIA - SEP 2015

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 Thailand
39%
Smartphones are Vietnam
Philippines

making inroads Malaysia 37%

47% 36%
into the masses
Indonesia
37%

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For many,
mobile phone is
the first and
only internet
screen

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Mobile ads definitely pique consumers’ curiosity

So we asked: ‘have you read or clicked on any mobile ads in the past one month?’

No
32% 40%
37% 33%
41% Yes, I clicked on it accidently.
42%
Yes, because I was interested.

40% 38% 45% 44%

33%
25%

SEA Malaysia Indonesia Philippines Thailand Vietnam

Q7. Have you read or clicked on any mobile ads in the past one month?

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Future consumers already own a mobile phone today

Do you let your 3-8 year old kids use a smartphone/tablet?

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

Never

69% 67% No. Except in certain cases

66% 66% 64% 64%
Yes. Sometimes

14% 14% 13% 15% 16% 12% Yes. Most of the time

SEA Indonesia Malaysia Thailand Philippines Singapore

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?

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Mobile is the new
end cap

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But we still have
incomplete knowledge
on how consumers
response to mobile
advertising
LACK TRACKING AND LACK
(TRADITIONAL) CREATIVE SPACE

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So we embarked Thailand
on a region-wide 145,885
research in July Vietnam
Philippines
Malaysia 127,076
129,658 489,075
2600+
RES POND ENT S
Indonesia
5 97,719
COUNT RIES

15 – 54
YEARS OLD S MART PHONE INT ERNET
US ERS

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Methodology

BY INV ITAT ION ONLY

You can’t choose to join our panels or recommend your friends – We

invite to ensure random selection and full control.

S INGLE S OURCE

We apply one method for recruitment across all panels to give you
consistent results, every time.

NO PROFES S IONALS

Our panelist are offered small lucky draws – that’s it! We only want
people joining for the right reasons.

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CHANNEL

What are the mobile touch points?

CO NTEXT

When is mobile used to engage

with brands?

CO NTENT

How to engage consumers on

mobile?

CO NNECT
Four core
How to integrate mobile with other
mediums
questions:
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Channel and context

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Mobile is our lifeline

56% 60% 39%

NEVER S W I TCH OFF FEEL EXTREM ELY COU LDN’ T TA K E TH EI R
P H ONES U NEA S E W I TH OU T EY ES OFF TH E P H ONE
TH EI R S M A RTP H ONES FOR EVEN A N H OU R

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Mobile ads perform better on
communication channels

AD NOTICED
30%

25% Email

FB newsfeed
20% Animated/ video
Ads that transform
ad (web/app)

AD CLICKED
skin / theme Animated video (IM)
15% Pre/ mid roll
Search engine ad
SMS
10% MMS
Banner
Floating ad
5%

0%
25% 30% 35% 40% 45% 50%

Q15. Based on past experience, how likely are you to ignore, notice or click on the following format of mobile advertisements?

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There are distinct mobile
environments

WORK / STUDY EFFICIENCY

70%

60%
Search

ENHANCE SOCIAL LIFE

Email
50%
Social Network
40% Reference Chat app
Business
News
30% Utilities
Books
Camera/ Photo
20% Navigation
Finance
Video Interest
Dictionaries
10% Music
Medical
Health

Games
Photo editing
0% Weather
0% 10% 20% 30% 40% 50% 60% 70% 80% 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?

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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

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 68%
74%
66% 66% 68%
64%

P REFER TO H AVE
B RA ND A ND
P RODU CT
I NFORM ATI ON I N
TH EI R M OB I LE
P H ONE FOR TH E
Malaysia Indonesia Philippines Thailand Vietnam
EA S E OF S H A RI NG
Q2. Please tell us to what extent do you agree or disagree with each of the following statements. (Top 2 of 5-point scale)

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The door to advertising is open

45 -54 15 - 24
Smartphone
Computer/ Laptop
Tablet/ iPad

35 - 44 25 - 34

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?

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If advertisement is mandatory…

77% 60% 48%

W O U L D P R E FE R W O U L D P R E FE R W O U L D P R E FE R A D S
P ERSONALI SED AD S E N T E R TA I N I N G A D S T H AT S TA R T
OR ADS THEY CAN O R A D S T H AT C O N V E R S AT I O N S
CHOOSE R E WA R D FO R AND ARE WORTH
WATC H I N G SH ARI NG

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Increase brand activity with prizes

REW ARDS PRIVILEGES CO NTRIBUTE & SHARE

59% 35% 31%

W IN R E WA R DS B R A N D P R IVILEGE C O N T R I B U T E TO
SOCIETY

45% 28% 24%

F R E E E N T E R TA I N M E N T M E M B E R S HIP C O N T R I B U T E TO
OP INIONS

23%
M A KE N EW F R IEN DS

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Channel & context takeaways
“Consumer-centric”
FOCU S ON W H AT YOU DO W I TH
TH E CONS U M ERS A ND CA RRY
TH E M ES S A GE I N I T.
“Reciprocity”
TH I NK A B OU T B U I LDI NG A
S U S TA I NA B LE RECI P ROCA L
REL ATI ONS H I P W I TH
CONS U M ERS
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Content

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 74%
85%
71% 73%
67%
57%
OF S EA
S M A RTP H ONE U S ERS
DEP END H EAVI LY ON
TH EI R P H ONES TO
EA S E B OREDOM

Malaysia Indonesia Philippines Thailand Vietnam

Q2. Please tell us to what extent do you agree or disagree with each of the following statements. (Top 2 of 5-point scale)

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 Automobile

IT / gadgets

Sports and fitness

Home electronics

Real estate/ furniture

Finance

Entertainment

Education products

Daily necessity

Leisure and travel

Health / Nutrition
Q12. Which of the following categories would you be interested to receive information through your smartphone? (index)

Apparel / accessories

Home Care

Food
Expected but interesting gender differences

Pet products

Mother and infant

products

Beauty & makeup

Male
Female

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People carry a smartphone like a
Swiss army knife today.

Think about content beyond

entertainment and information.

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Content that enhances life and mobile usage

Content related to my hobbies 46%

Music / songs 44%
Self-improvement tips 43%
Inspirational quotes or short stories 30%
Recipes 27%
Chat app stickers 26%
Mobile skins/Themes 21%
Emoji / emoticons 19%
Phone wallpapers 15%
Favourite celebrity info 12%
Ringtones 12%

Q13. Which of the following content you don’t mind subscribing from a brand on your smartphone?

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MOBILE CONT ENT IN S UMMARY

The Swiss army B RA NDS NEED TO GO B EYOND ENTERTA I NM ENT TO

M A XI M I S E ENGA GEM ENT A ND FOS TER A LONG
knife TERM REL ATI ONS H I P W I TH CONTENT TH AT OFFERS
U TI LI TY A ND FU NCTI ONA LI TY.

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Connect

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Screen meshing is prevalent

I don’t watch TV

Never used mobile internet while

66% watching TV
63%
60% 58% 3 or less out of 10 times
54%
17%
49% 4-5 out of 10 times
15%
16% 18%
14% 6-7 out of 10 times
13% 15% 18%
13%
13% 12% 8-9 out of 10 times
12% 11%
11% 10%
13% 9%
9% All the time
20% 24% 23%
14% 18%
12%

SEA Malaysia Indonesia Philippines Thailand Vietnam

Q19. Thinking about your usual mobile usage, how often do you use your mobile phone while watching TV?

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Fragmented mobile attention is a
reality, no medium win working in
isolation.

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Turn dual-screen into a channel

Smartphone usage while watching TV

SEA 47% 28% 25%

Malaysia 42% 29% 29%

Indonesia 42% 30% 28% Related to programmes

Related to brand ads

Philippines 51% 25% 24% Non-related

Thailand 51% 28% 21%

Vietnam 39% 30% 31%

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?

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Leverage offline activities to
include mobile
Activities related to TV programme

26% Chatted about the programme

42% Searched programme info

Commented online about the

32% programme

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Keep informed and put into place
relevant strategies for your responses.

Activities related to TVc

17% Searched about the brand/product

36%
Shared brand / product that I saw on
TV with friends

Responded to a brand ad
47%

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What makes people Like and Share?

Promotion or sale 66%

New brand/product 65%

Funny ad 42%

Unique product claim 41%

Celebrity in the ad 16%

Talent in the ad 12%

Bad ad 9%

Q22. 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?

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MOBILE CONNECT IN S UM:

“Extend mobile GI VEN W E H AVE A N I NCREA S I NG FRA GM ENTED

M EDI A , M OB I LE M A RK ETI NG M U S T B E I NCLU S I VE OF
impact” TH ES E TO M A XI M I ZE A ND EXTEND ENGA GEM ENT
OP P ORTU NI TI ES .

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CHANNEL | CO NSUMER-CENTRIC

Putting 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.

CONT EXT | RECIPROCIT Y

Build that relationship based on reciprocity, not baits.

Mutual benefits are essential to keep a longer lasting
relationship.

CONT ENT | S W IS S ARMY KNIFE

Deliver content as utility, beyond entertainment. Consumers

want content that enhances their mobile experience.

Mobile
CONNECT | EXT END MOBILE IMPACT advertising is
Turn multiple-screen usage into a channel to battle the
media fragmentation. Leverage on mobile’s versatility,
all about
mobility and connectivity to expand the fabric of influence.

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 Thank you!
For more information, please contact:

Yong Shel Vei | shelvei.yong@omnicommediagroup.com

Thue Quist Thomasen | tqt@decisionlab.co

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