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video - usage

video - usage. exposure. research method mobile media awareness & usage mobile ad formats some guidelines to help. image unavailable. current user, 0 2. current user, orange. current user, vodafone. current user, 0 2. current user, orange. interview 1 female, 28, 3 payg birmingham.

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video - usage

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  1. Orange Unrestricted

  2. video - usage Orange Unrestricted

  3. exposure • research method • mobile media awareness & usage • mobile ad formats • some guidelines to help Orange Unrestricted

  4. image unavailable current user, 02 current user, orange current user, vodafone current user, 02 current user, orange interview 1 female, 28, 3 paygbirmingham interview 2 male, 48, Orange paygbirmingham interview 3 female, 20, o2 paymbirmingham interview 4 male, 26, Orange paymbirmingham interview 5 male, 30, 3 paymlondon interview 1 male, 21 vodafone paym birmingham interview 2 female, 45 vodafone paygbirmingham interview 3 female, 36 Orange payg birmingham interview 4 male, 31 o2 paymbirmingham interview 5 female, 27 3 paymlondon group 1 current users male 18-24 paymcentral london group 2 current users male 25-44 paympinner group 3 current users mixed 45-64 paygmill hill group 4 current users female 25-44 payg mill hill current user, orange current user, 3 current user, t mobile current user, orange current user, t mobile previous user, t mobile previous user, t mobile previous user, 02 previous user, 3 previous user, 02 interview 7 male, 30 Orange paym london interview 8 male, 18 Orange paymlondon interview 9 female, 44 o2 paym london interview 10 male, 28 vodafone paym london interview 6 male, 38 vodafone paym london group 5 current users female 18-24 paymbirmingham group 6 lapsed/non users male 45-65 paymcentral london group 7 lapsed/non users female 18-24 paygpinner group 8 lapsed/non users male 18-24 paymbirmingham interview 9 male, 35, t mobile payglondon interview 7 female, 26. vodafone paym london interview 8 male, 58, vodafone paymlondon interview 10 female, 21, 3 paymlondon interview 6 male, 25, Orange paym london non user, virgin non user, vodafone non user, orange non user, orange non user, t mobile groups voxpops media diaries depths walkabouts Orange Unrestricted

  5. 7 types of mobile media activity studied games downloading email web Personal (UG) media bluetooth music Orange Unrestricted

  6. under 25s 25 – 45 yr olds over 45 • synching • bluetooth & infrared • swapping & sharing  some sharing • ‘phone specific’ web • ‘phone specific’ stuff • picture messaging • ring tones ? video & full internet awareness younger older WAP TV full web music player down-loads email mms radio Orange Unrestricted

  7. usage tentative mainstream selective Orange Unrestricted over 45 under 25s 25 – 45 year olds

  8. the role of mobile media for audiences 1st solution 2nd platform 2nd function Orange Unrestricted

  9. whowhatwherewhenwhy? Orange Unrestricted

  10. who?only half of all occasions happen when alone alone friends partner / family colleagues 50% 22% 17% 10% • email • web • bluetooth • email • games • web • bluetooth • web • games • web (sport) • games • bluetooth Orange Unrestricted media diary: based on ALL usage of mobile media and entertainment across the seven days

  11. what?more than 3 in 4 accessed web on their mobile 76% 29% 51% 29% games downloading email web 55% 51% 29% music bluetooth personal (UG) media Orange Unrestricted media diary: based on ALL usage of mobile media and entertainment across the seven days

  12. where?nearly 60% of activity happened at home or work 35% at home 23% at work 20% travelling 22% in other locations Orange Unrestricted media diary: based on ALL usage of mobile media and entertainment across the seven days

  13. different usage habits by location Orange Unrestricted media diary: based on ALL usage of mobile media and entertainment across the seven days

  14. different usage habits by location Orange Unrestricted media diary: based on ALL usage of mobile media and entertainment across the seven days

  15. different usage habits by location Orange Unrestricted media diary: based on ALL usage of mobile media and entertainment across the seven days

  16. different usage habits by location Orange Unrestricted media diary: based on ALL usage of mobile media and entertainment across the seven days

  17. 90% 75% 71% 59% midnight to 6am 6am - 9am 9am - noon noon - 4pm 4pm - 6pm 6pm - midnight when? TV radio print Orange Unrestricted media diary: based on ALL usage of mobile media and entertainment across the seven days

  18. 90% 76% 73% 75% 73% 71% 59% midnight to 6am 6am - 9am 9am - noon noon - 4pm 4pm - 6pm 6pm - midnight when? TV PC radio print Orange Unrestricted media diary: based on ALL usage of mobile media and entertainment across the seven days

  19. 90% 86% 76% 73% 75% 73% 71% 59% midnight to 6am 6am - 9am 9am - noon noon - 4pm 4pm - 6pm 6pm - midnight mobile is the most accessed media channel from 12pm to 6pm when? TV PC mobile radio print Orange Unrestricted media diary: based on ALL usage of mobile media and entertainment across the seven days

  20. why use in the home • discreet media needs met • access & availability • staying connected – in bed, in the bath… Orange Unrestricted

  21. why use outside home • sharing / social moments • ‘downtime’ / ‘me time’ moments • ‘urgent’ need moments Orange Unrestricted

  22. 3.5 hours amount of time spent on mobile media Orange Unrestricted

  23. mobile ad formats Orange Unrestricted

  24. C next Bnow • bundled in fee • highest level ads (+30% of pages) • flat fee / capped • more ads(5-30% of pages) facing cost head on Apast • pay per min or by usage • some ads (2-5% of pgs) Orange Unrestricted

  25. mobile advertising choice banner application/widget search ring tone sponsored content local search welcome screen post-roll video MMS video sponsored game MMS music pre-roll video screen saver sponsored video NFC tag + video/MMS/wap text link alerts outgoing call screen SMS push ring back tone location based advertising advertorial closing screen MMS picture voice mail message SMS delivery notification idle screen SMS / MMS incoming call screen mid-roll video 1D code (coupon) flash code / 2D code + video /MMS/wap Orange Unrestricted SMS shortcode bluetooth + video/MMS/wap

  26. mobile advertising choice banner application/widget search ring tone sponsored content local search welcome screen post-roll video MMS video sponsored game MMS music pre-roll video screen saver sponsored video NFC tag + video/MMS/wap text link alerts outgoing call screen SMS push ring back tone location based advertising advertorial closing screen MMS picture voice mail message SMS delivery notification idle screen SMS / MMS incoming call screen mid-roll video 1D code (coupon) flash code / 2D code + video /MMS/wap Orange Unrestricted SMS shortcode bluetooth + video/MMS/wap

  27. mobile advertising choice banner application/widget search ring tone sponsored content local search welcome screen post-roll video MMS video sponsored game MMS music pre-roll video screen saver sponsored video NFC tag + video/MMS/wap text link alerts outgoing call screen SMS push ring back tone location based advertising advertorial closing screen MMS picture voice mail message SMS delivery notification idle screen SMS / MMS incoming call screen mid-roll video 1D code (coupon) flash code / 2D code + video /MMS/wap Orange Unrestricted SMS shortcode bluetooth + video/MMS/wap

  28. Video Orange Unrestricted

  29. banner advertisingwhat the audience saw Orange Unrestricted

  30. banner advertising • vast majority no issue - familiar format • user control & choice to engage • mass market brands and campaigns • DR + brand messages ? what’s beyond the click ? future: expect more personally relevant ads Orange Unrestricted

  31. sponsorship advertising - video • positive response - follow TV protocol • logos, video & static messages • quality/length of content dependant • ads fill download time - useful ? mid roll ads ? future: what’s on TV is on mobile Orange Unrestricted

  32. Pizza Express 5m away 1 bedroom apartment W2 £350,000 location based advertising • high level interest - all sample • user benefit, rich experience - engage with brands in highly relevant situations • better than 118 services • user controls investigation ? balancing push/pull advertising ? future: more relevant local information to ‘my’ specific areas Orange Unrestricted

  33. idle screen advertising • really liked across entire sample • personal control, benefit led, adds value, user-phone relationship balanced • welcomed ad format - no need to ‘trade off’ or ‘tolerate’ • personalised and relevant ? how can I set this up now ? future: highly relevant services & info from brands Orange Unrestricted

  34. idle screen advertising Orange Unrestricted

  35. WARM NEUTRAL COOL advertising audiences warmed to… idle screen advertising location based advertising sponsored content branding sponsorship - games sponsorship - video advertorial banner advertising call to action / direct promotions direct response personalised advertising unsolicited SMS marketing Orange Unrestricted

  36. guidelines & suggestions Orange Unrestricted

  37. Orange Unrestricted

  38. Video Orange Unrestricted

  39. 3 things to think about for advertising • communal phone? • prove benefits • opt in = more advertising choice control Orange Unrestricted

  40. 3 things to think about for advertising • less big, bold and flashy • compliment content / add value • industry icons & standards? • what’s after the click? creative Orange Unrestricted

  41. 3 things to think about for advertising • the catch 22 of personal info = personal adverts • the benefit, is it worth it? • industry: keep promises and build trust getting personal Orange Unrestricted

  42. control branding preferred #1 media noon -6pm creative most activity in home audience warm to ads get personal right 3.5 hours mobile media /week awareness & usage guidelines ad formats to sum up Orange Unrestricted

  43. play Orange Unrestricted

  44. the legal stuff • We hope you use Exposure to encourage the use of mobile marketing and advertising. • Exposure remains the property of Orange UK plc and any reference you make to data from Exposure should be sourced as: • Exposure, Orange Home UK plc, November 2007 Orange Unrestricted

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