Nielsen mobile marketing insights

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!

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