IPG Media Lab + Kiip

42 Pages·2014·2.64 MB·English

IPG Media Lab + Kiip
Moments That Matter
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THE FUTURE IS MOBILE
Growth in time spent with media comes from mobile…
Incremental Media Consumption

US Mobile Media, in Hours per Week
80
Mobile Usage
60
40
All Other Media
20
0
2008 2009 2010 2011 2012 2013E 2014E 2015E 2016E 2017E
Source: MAGNA GLOBAL estimates for A18+ for TV, Radio, Internet, Newspapers, Magazines and Gaming Consoles.
© 2014 IPG Media Lab. Proprietary & Confidential 2
THE FUTURE IS MOBILE
…to keep pace, mobile spend is growing—fast.
Global Advertising Revenues
Average Growth 2012-2017 (CAGR)
30.6%
30.6% MOBILE GROWTH
25%
20.3%
16.9%
13.2%
5.2% 5.5% 5.1%
3.7%
2.3%
-1.8% -1.7%
All Media Newspapers Magazines Radio Trad OOH TV Display Search DOOH Online VideoProgrammatic Mobile
Source: MAGNA GLOBAL
© 2014 IPG Media Lab. Proprietary & Confidential 3
Mobile Is Ripe for
INNOVATION
Why simply take the same old ad formats
and apply them to mobile?
© 2014 IPG Media Lab. Proprietary & Confidential 4
IT’S ABOUT THE MOMENT
Instead of using persistent banner displays,
reach audiences with rewards when happiness
and attention levels are at their peak to make
the most memorable, positive engagements.
© 2014 IPG Media Lab. Proprietary & Confidential 5
DAILY MOMENTS OF ACHIEVEMENT
MORNING
Throughout the day, users
accomplish goals on their mobile
LOGGED EXPLORES
phones, whether it be
workout new music
!
✓ checking off a to-do list task ACHIEVES FINISHES
high score to-do list
✓ completing a hard workout
N
O
✓ preparing a delicious meal E WATCHES REVIEWS O
V new show new recipe N
E
R
N
I E
N T
F
G A
© 2014 IPG Media Lab. Proprietary & Confidential 6
KEY QUESTIONS
• Are moments of achievement really
different than other moments?
• Should advertisers engage with
consumers at these moments? And,
if so, how?
• Do moments matter?
© 2014 IPG Media Lab. Proprietary & Confidential 7
METHODOLOGY
In-Lab (Qualitative) Real World (Quantitative)
OBJECTIVE: • Determine differences in • Examine impact of different
reactions at moments of forms of mobile advertising
achievement on branding metrics
METHOD: • In-lab observation: bio- • Participants “test” app for 3+
metrics, facial coding, days, exposed to test stimuli,
survey, and post-experience then take post-exposure
interviews (n=61) survey (n=1,283)
© 2014 IPG Media Lab. Proprietary & Confidential 8
Why simply take the same old ad formats and apply them o mobile?
Are Moments of Achievement
Really Different Than
Other Moments?
© 2014 IPG Media Lab. Proprietary & Confidential 9
IN-LAB STUDY
Moments of achievement excite consumers!
Measuring Excitement During Gameplay.
21% +40% MORE EXCITEMENT
during achievement moments
15%
Gameplay Moments of Achievement
Game Play n=54; Moments of Achievement n=47 * EDA Measured Average % of Time Expressing Excitement
© 2014 IPG Media Lab. Proprietary & Confidential 10