Insights on mobile usage and advertising perception" by Bruce Hoang, Orange Advertising Network HQ France Presented during 1/3 Mobile Publishing & Advertising. Are you ready for the breakthrough in 2010? Joint networking event of Mobile Monday Brussels and IAB (Internet Advertising Bureau) Brussels

2. exposure objectives
Ad perception
&
opportunities
Awareness
Motivations &
&
barriers
usage
Qualitative research

3. Methodology
Vox Pop
(15mn)
Depths
(1h30)
Walkabouts
(1h30)
Focus groups
(2h30)
location
gender, age
mobile provider
advertising perception

4. Mobile media builds a new relationship to space and time
Entertainment
Connectivity
Personalization
-25
Killing time
Socializing
Geolocalization
25-40 Three needs to
take into
account
Not wasting
time Control
space
40+

5. Emerging universes in advertising on the mobile creativity
PERSONALIZATION SUPPORT ANTICIPATION
PARTNERSHIP CO -SHOPPING
SOCIALIZATION INTERACTION ENTERTAINMENT

6. Country benchmark
( Format testing)
Idle Screen** Location based** Sponsoring**
€ 28€ / mth²
Handset functionality* %
Smartphone 12 %
3G 31 %
Video 58 %
Connectivity Practicability
€ 30€ / mth²
Handset functionality* %
Smartphone 8%
3G 25 %
Video 51 %
€ 45€ / mth²
Interaction Anticipation Support
Handset functionality* %
Smartphone 20 %
3G 42 %
Video 64 %
* source Nielsen ** Source Basis Exposure I : format testing ² Average monthly Consumers spend on mobile phone source Idate / Teligen

7. Mobile & Internet
Brand Ad
Effectiveness
De-brief

8. Overview of approach
Pre and post research supplemented by qualitative focus groups
We followed the same pre and post exposure approach adopted in the previous mobile research but
incorporating different levels of advertising exposure
Recruitment of respondents from both Mobile Panel and traditional online consumer panel
Pre ad exposure online interview
SMS and/ or emails sent to respondents directing them to the mobile and / or online websites where
Nationwide advertising was placed – a third of our respondents exposed to only the mobile advertising,
(Cell 1), a third exposed to only internet advertising (Cell 2) and a third exposed to both mobile internet
and online advertising (Cell 3)
- Orange World, O2 Active, Vodafone Live, Planet 3, T-Mobile web’n’walk, MSN, Sky
Respondents given instructions to navigate around the website(s) – will include a task to consolidate
interest and recreate consumers real experience of browsing
Post ad exposure online interview
Qualitative focus groups to add depth and insight and bring the research to life

9. Qualitative process
• 2 x 1.5 hour focus groups took place on 2nd
Group Structure December 2009 with mobile internet users
18-29 year old mobile 30-44 year old mobile • Criteria for the groups were as follows:
internet users internet users
• Mixed gender groups
• All accessed the internet at least every
3-4 days
• All accessed the internet on their
mobile at least once a week
• Mix of iPhone, smartphone and non-
smartphone users in each group
• All respondents were asked to complete a
internet access diary before coming to the
groups, detailing when and why they
accessed the internet over a two day period
Within this document, slides which are based on the qualitative research are indicated with this
symbol

10. The key
learnings

11. Mobile works as a
branding and
awareness medium and
adds to online

12. Mobile internet users become hooked
INSIGHTS IMPLICATIONS
Mobile internet fits seamlessly into users’ Because of the level of importance and volume
lives and using the service is a natural and of use - this touchpoint has value for advertisers
integral part of their daily routine
Advertisers can access consumers at multiple
Users sometimes perform tasks continually points throughout the day with the same
over several different devices (e.g. mobile, message. However, messages need to be
work PC, laptop)
adapted to suit each device
Online and mobile advertising can work Mobile and online ads can and should form part
together: online to convey message and of the same campaign, but ads should be
mobile to reinforce it adapted for their medium

13. Overall brand awareness went up
NATIONWIDE SPONTANEOUS BRAND AWARENESS (in context of home insurance)
10
+43%
7
1 3
%
1st mention
PRE WAVE POST WAVE
Total Spontaneous
B01b What companies that provide home insurance have you heard of? Which come immediately to mind?
Base: All respondents (875)

14. Awareness went up even more amongst those that
saw ads on both platforms
NATIONWIDE SPONTANEOUS BRAND AWARENESS (in context of home insurance)
1st mention
Total Spontaneous
+114%
% change since pre wave 7
2
4
2
%
PRE WAVE POST WAVE Not seen any Seen Nationwide Seen both mobile
Nationwide campaign mobile banner & internet
advertising advertising advertising
B01b What companies that provide home insurance have you heard of? Which come immediately to mind?
Base: All respondents (875), not seen any advertising (215), seen mobile ad (172), seen both mobile & internet ads (80),

15. Recognition was much higher amongst those that saw
online and mobile...
+35%
%
RECOGNISE RECOGNISE RECOGNISE
MOBILE AD INTERNET AD EITHER AD
Cell 1 Cell 2 Cell 3
C05/ C12 You said earlier you have recently seen Nationwide advertising on your mobile phone/ internet. Was this the advertising you saw?
C06/ C13 Have you ever seen this piece of advertising before today?
Base: In parenthesis for each sub-group

16. Brand statements rose, but particularly when
respondents saw ads on both platforms
STATEMENT ASSOCIATION – NATIONWIDE
2 % change since pre wave Not seen any Seen Nationwide Seen both
Nationwide mobile banner mobile &
campaign advertising internet
%
advertising % %
advertising
Is a company I trust 40 41 41
Offers a wide range of products 39 43 4 48 4
Offers insurance products that are
suitable for me 35 38 44
Has good customer service
30 34 32
Offers cost effective deals for both building &
home contents cover
21 1 29 2 27
Their standard home insurance policy 20 33 2 40 8
1
offers extensive cover
Is a home insurance specialist 18 24 28
Offers 5 star home insurance 15 1 28 4 27 5
Offers good value for money 14 2
26 5 25 7
Offers insurance products I would
12 25 24
pay more for
Always has a good number of special 12 1
18 15 2
offers and discounts
B07 Here is a list of companies that provide home insurance and a list of statements that other people have made about them.
Please indicate which companies you think apply to each statement – you can choose as many or as few companies as you like for each statement
Base: All respondents aware of Nationwide in Post stage: not seen any advertising (531), seen mobile ad (160), seen both mobile & internet ads (75)

17. Consideration to purchase was much higher amongst
those that saw adds on both platforms
LIKELIHOOD TO CONSIDER NATIONWIDE HOME INSURANCE (5 point scale)
67
+24%
54 55
20
Definitely would
consider 12 12
Probably would
42 43 47
consider
%
PRE WAVE POST WAVE Seen both
mobile &
2 % change since pre wave internet
advertising
B06 Now I would like you to decide how likely you would be to consider each of the following companies next time you purchased home insurance
Please use a five point scale, where 1 means `I definitely would not consider’ and 5 means `I definitely would consider’
Base: All respondents aware of Nationwide Pre (802) Post (787) in Post stage: not seen any advertising (531), seen mobile ad (160), seen both mobile & internet ads (75)

18. Summary
Mobile can build awareness and is more effective
when used with online
By adding mobile to online activity you can improve
performance