Nielsen mobile marketing insights Vietnam

1. MMA FORUM
THE INTERCONTINENTAL , SAIGON
HO CHI MINH CITY , VIETNAM
25th OCTOBER, 2012

2. MMA FORUM
THE INTERCONTINENTAL , SAIGON
HO CHI MINH CITY , VIETNAM
25th OCTOBER, 2012
Vishal Bali
Managing Director, Telecom Industry
Group, Asia Pacific, Middle East &
Africa
Nielsen

3. Agenda
Is the Market Ready?
 Smartphone Proliferation and future growth
 Data consumption and type
Are Consumers ready?
 Current state of mobile advertising
 Attitude towards MA
 What would make it work with the consumers
Nielsen’s view on Mobile Advertising

4. A Million Dollar Question?
What actually is a Smartphone?

5. Definition of a smartphone
Class of
mobile
phone
SmartphoneSmartphone Non-smartphonesNon-smartphones
Class of
mobile
phone
Touchscreen smartphones
Non-touchscreen
Smartphones
Multimedia phones Feature phones
Definition
Open OS* for apps.
Features touchscreen (may
also have QWERTY or
alpha-numeric keypads)
*Includes: iOS, Android,
Blackberry, Symbian,
Maemo, Windows, Linux
(Web OS), Bada
Open OS* for
apps. No
touchscreen but
feature QWERTY
or alpha-numeric
keypads
Touchscreen and/
or QWERTY, but no
open OS*. Must be
able to access
Internet by Wi-Fi or
2.5G upwards, and
has an HTML
browser.
All other
phones (no
touchscreen,
QWERTY
keypad, open
OS*)

6. Singapore Korea ChinaHong KongTaiwan Vietnam Malaysia Thailand Japan PhilippinesIndonesia India USA Egypt
63
50
90817574737270
4942413328
37
50
10192526272830
5158596772
% Smartphone Users
% Feature Phone Users
Source: Nielsen Smartphone Insights
Handset types amongst mobile users aged 16-64 years old (primary phone)
Smartphones now outnumber non-smartphones in a
number of Asia Pacific markets
% planning
Purchase
in 6/12
Months
47 45 52 37 34 50 54 54 25 42 55 51 37 36

7. Smartphones driving explosion of content
consumption
Browser
Usage
SG KR CN HK TW VN MY TH JP PH Indo India US EG
17%
70%
15%
22%20%
86%
47%
75%
62%
72%
76%76%
80%
70%
Source: Nielsen Smartphone Insights
SG KR CN HK TW VN MY TH JP PH Indo India US EG
10%
56%
13%
31%
22%
81%
43%
63%
31%
66%
74%72%
81%
65%
App
Usage
47 55 16 10 16 6 19 19 11 3 10 15 6 6
No of apps
regularly used
(median)

8. Social and Search dominate mobile
browser usage
Search
73%
Social Netwk 66%
General Portal 53%
Shopping
78%
General Portal 76%
Search
59%
Social Netwk
70%
News
57%
Search
55%
Social Netwk
92%
Music
59%
Search
58%
Social Netwk 90%
Music
56%
Search
40%
MALAYSIA
SINGAPORE
INDIA
CHINA
THAILAND
INDONESIA
Source: Nielsen Smartphone Insights
Social Netwk
89%
Search
68%
Email
47%
VIETNAM
Search
54%
News
51%
Social
37%

9. Games, Music & Entertainment are the top
downloaded app categories
Games
20%
Entertainmt
7%
Food &
Drink
4%
Music
29%
Social Netwk
26%
Games
17%
MALAYSIA
SINGAPORE
INDIA
CHINA
THAILAND
INDONESIA
Games
13%
Music
11%
Entertainmt
8%
Games
10%
Social Netwk 8%
Music
8%
Games
37%
Music
19%
Entertainmt
11%
Games
11%
Music
11%
Entertainmt
9%
Source: Nielsen Smartphone Insights
VIETNAM
Games
24%
Music
20%
News
16%

10. What’s in store for Future?
Source: Nielsen Smartphone Analytics, USA, March 2012
Total App Duration*
(‘12 vs ‘11)
+133%
Total Mobile Web
Duration*
(‘12 vs ‘11)
+44%
* Android & iOS only
App duration growing 3X faster than Mobile Web. More time spent on a wider range of apps.
Rise of the Appnations

11. Key take outs…
Critical mass in terms of smartphone penetration – a
Reality!
As content consumption evolves, opportunity is only
going to get bigger!

12. The Market is ready….…
Are the Marketers
ready?

13. Mobile Advertising
&
Smartphone
Consumers

14. Mobile ads most prevalent in Japan, China, Korea, Hong
Kong and Singapore.
C
hina
M
alaysia
K
orea
Singapore
H
K
Taiw
an
Japan
A
ustralia
Indonesia
Vietnam
Thailand
20%
32%
36%
40%
47%
59%
64%
66%66%
74%
76%
Incidence of exposure to a mobile ad in last 30 days amongst mobile users
Source: Nielsen Smartphone Insights
Base: Smartphone users
% with
atleast daily
exposure
64 42 74 62 65 47 74 54 43 29 49

15. How are smartphone consumers getting this ad
exposure?
Applications (Apps) Mobile Internet Online games Video/MobileTV Text messages Streaming music/Radio LBS
China Korea Australia Malaysia Vietnam

16. And how do they engage with the ads?
China
Korea
Japan
Malaysia
Singapore
Philippines
Australia
Indonesia
Thailand
Vietnam 35
41
44
50
60
70
76
80
81
84
Base : Smartphone Users
% paid attention % Viewed % Viewed & Clicked
70
52
23
66
51
41
29
15
27
25
63
35
18
52
33
29
18
8
16
22

17. So what happens after viewing an ad?
Evangelise
• Told a friend / family
member or colleague about the
advertised product (32%)
• Recommend an
advertisement / product to someone
else (11%)
• Posted a comment /
updated a status on social network
(5%)
• Forwarded a link / video to
a friend (5%)
Spark
Interest
• Used a search engine to
find out more about the product /
service (6%)
• Looked online for more
information on the product / service
(6%)
• Went to the retailer /
store to find more info about the
Drive
Action
• Considered buying
product / service shown in the ad
(18%)
• Called a toll free / 800
number (5%)
• Entered a contest /
sweepstakes / used a coupon (5%)
• Thought more
In Vietnam:
• 29% deleted / ignored it
• 21% did nothing

18. What can help in improving the acceptance
of mobile ads?
Japan Australia Indonesia Singapore Vietnam
I am more likely to click on ads that
are simple text ads
9% 17% 29% 28% 22%
I am more likely to click on ads that
incorporate multimedia elements
7% 15% 27% 21% 13%
I am OK with providing personal
information in order to receive
custom advertisement which
match my interest
6% 13% 26% 14% 19%
I am OK with advertising if it means
that I can access content for
free
18% 38% 49% 43% 19%
I am okay with ads which contain
geographically relevant
information based on where I am at
a given time
13% 24% 33% 33% 15%
Opt –in
Panels
Free
Content
Location
based
integratio
n

19. Consumers in Asia Pacific have higher trust in
mobile advertising
Global Average Asia Pacific Average
Ads served in search engine
results
40% 43%
OnlineVideo Ads 36% 42%
Ads on social network 36% 42%
Online banner ads 33% 39%
Display ads (video or banner)
on mobile devices
33% 41%
Text (SMS) ads on mobile
phones
29% 35%
Source: Nielsen trust in advertising survey

20. The Consumer is Ready
Are the Advertisers ready?

21. Nielsen’s view on
mobile
advertising

22. Money follows measurement in media
Engagement is the primary
measurement method for
determining the success of a
campaign
• Clicks (taps) and Click-through rate
• Visits
• Page views and pages per visitor
• Interactions (videos viewed, images
viewed, etc.)
• Average time spent per ad
• Conversions and downloads
Currently Available
Go beyond the click to
measure brand contribution
and identify optimization
opportunities
• Did the ad breakthrough?
• What was the impact to consumer
attitudes and intentions?
• What is its ROI?
• How does it compare to TV & Online
norms?
• Which creatives / apps (and combinations
of each) deliver the most impact for your
brand?
Needed

23. Did the campaign reach
the intended audience?
Reach
Did the media
environment deliver
engaged viewers?
Receptivity
Did the campaign
generate the desired
brand effects?
Resonance
Did the campaign
generate the desired
behavioral effects?
Reaction
Proving advertising effectiveness critical to
get repeat advertising dollars

24. Derived from usage behaviour
captured by innovative on-device
meters, not relying on survey data
An opt-in panel, which is always
on 24 hours a day
Accurate, the most granular actual
usage data is captured
Nielsen is making a big bet on mobile
measurement
Mobile User
Agrees to be a part
of the meter panel
Completes registration
Receives an SMS with a WAP
link to the meter app
Installs meter app on device
App transfers usage data to
Online Servers on a daily basis
METER DEPLOYMENT
Online access to view
periodic reports
1
2
3
4
5
6
7
• Large scale opt-in panel
• Multi-country availability in Asia
• Focus on smartphone users

25. …And offer near real time custom
analytics on Smartphone usage & media
consumption
Category Metric
Applications (3rd
party and system
apps*)
• By application title
• Reach (% using)
• Time spent
• Frequency
• By time of dayBrowser • By URL domain
• Reach (% using)
• Time spent
• Frequency
• By time of day
Calling* • Number of calls
• Inbound
• Outbound
• Calling time (overall by
call)
Category Metric
Messaging* • Reach of SMS and
MMS (% using)
• Number of messages
• By SMS and MMS
• Inbound
• Outbound
• By time of day
Battery* • Battery state (critical,
low, medium, etc.)
• Frequency of charging
• All Metrics can be filtered by:
• Demographic
• Device manufacturer
• Device model

26. In India today, Games take up 5% of total active phone time
Communication Entertainment Browsing Phone Mgmt
Utilities &
Features
43 mins
27%
40 mins
25%
43 mins
27%
8 mins
5%
24 mins
15%
Minutes per day157
Call 10%
Email 1%
Games
5%
Multimedia
21%
Phone
Navigation
4%
Security 1% Phone Features
1%
Utility 13%
Nielsen On-Device Meter India
Chat 6%
Messaging
9%
Others 1%
Source: Nielsen Informate Mobile Insights, India panel
N=5,200+, March 2012
Total Active Time
(Phone in use)

27. In Indonesia, Total active time on phone is 1.5 times India and Games is
even higher at 7%
Communication Entertainment Browsing Phone Mgmt
Utilities &
Features
89mins
34%
56mins
22%
43mins
17%
8 mins
3%
54 mins
23%
Minutes per day250
Messaging
19%
Email 1%
Games
7%
Multimedia
15%
Phone
Navigation
2%
Security 1% Phone Features
1%
Utility 20%
Nielsen On-Device Meter Indonesia
Chat 12%
Call 3% Others 1%
Source: Nielsen Informate Mobile Insights, Indonesia panel
N=500+, June 2012
Total Active Time
(Phone in use)

28. Final Words..
Consumers ‘warming up’ to mobile ads is an opportunity to integrate
mobile into overall media plan.
1
Opt-in panels, location integration and free content critical to keep
mobile advertising relevant and effective.
2
Understanding smartphone users & their behavior is critical to effectively
leverage the mobile advertising opportunity.
.
3

29. Nielsen’s view
on mobile
advertising
Let’s Continue the Conversation!
Vishal Bali
vishal.bali@nielsen.com
Nielsen is getting ready!