1. AdReaction – Africa
Marketing in the Mobile World

2. Conducted in 18 countries around the world including three
countries in Africa
U.S.
CANADA* FRANCE* SPAIN
GERMANY TURKEY
ITALY UK* CHINA
KOREA**
INDONESIA**
MEXICO INDIA
THAILAND**
KENYA
BRAZIL* NIGERIA
SOUTH AFRICA
4 *Quantitative only; **Qualitative only

3. Opportunity Toleration
1. Mobile devices are increasingly 2. However, while most consumers
central to our lives, so there is will tolerate mobile marketing, and
huge opportunity for growth in attitudes are more positive in Africa
mobile communications than rest of world, few consumers
are favorable toward it
Key Findings
AT A G L A N C E
Effective Respect Best Practice
3. Mobile is highly effective at 4. The industry can improve 5. Marketers can use mobile
brand building and also very attitudes toward mobile websites, apps and ads
flexible - it can play a marketing by demonstrating to grow brands IF simple
number of diverse roles in greater respect for the best practice rules are
the media mix platform and the audience applied more
conscientiously
5

4. the huge
OPPORTUNITY
MOBILE USAGE
on the rise
6

5. Mobile web is on the move
1.5 smartphones and tablets will be installed
globally by mid 2013 – overtaking laptops and
BILLION PCs*
37% in the number of global 3G subscribers in the
GROWTH past year**
13% traffic comes via mobile – more than double
last year; Mobile traffic share already over 50%
OF WEB in India*** and 65% in Africa
0.8 mobile internet users in Asia at end of 2012****;
BILLION same number of mobile subscribers in Africa*****.
*Source: Morgan Stanley Research; **Source: Informa WCIS; ***Source: StatCounter Global Stats, 9/12;
7 ****Source: Informa; *****Source: We are social

6. Some key African statistics:
100 BILLION Mobile Advertising Impressions are served
across Africa annually
57% OF PEOPLE ACCESS THE INTERNET VIA MOBILE PHONES IN SOUTH
AFRICA, THIS IS 70% IN EGYPT, 55% IN GHANA, 54% IN KENYA AND 50% IN
NIGERIA
SMART PHONES ARE OUTSELLING COMPUTERS 4 TO 1
LOCATION BASED ADVERTISING IS SET TO GROW AS 2 OUT OF 3 SEARCH QUERIES
HAVE A LOCATION BASED ELEMENT
TOTAL AFRICAN MONEY TRANSFER IS EXPECTED TO REACH USD200BILL IN 2015 AND
ACCOUNT FOR 18% OF THE CONTINENTS GDP.
Data supplied by www.inmobi.com, Praeklet and head of Mobile at Google South Africa:Brett St Clair and On Device
8 Research.

7. Mobile advertising and marketing is a real contender in
the South African market:
20 Billion
Mobile Advertising Impressions are served in
South Africa annually
The average mobile web user in South Africa consumes over 6
hours of media daily.
Mobile devices represent 30% of this time.
79%
Of consumers are more or equally comfortable
with mobile advertising vs. TV or online ads
www.inmobi.com www.inmobi.com
9

8. Mobile devices are indispensable efficiency tools, especially so
in South Africa. They are key personal and business tools.
Please indicate how strongly you agree or disagree with the following statements about
your mobile device:
South Africa average Vs Global
Having a mobile device makes me
more efficient
75% 18%
+16
My mobile device is indispensable
because I’m always on the go
53% 32% +15
My mobile device is my primary
tool for organizing my personal
life
54% 25%
+28
Strongly Agree Somewhat Agree
10 Sample: smartphone AFRICA and global averages

9. People love their mobile devices
BEYOND “I take my smartphone everywhere. Life collapses if I
ESSENTIAL forget it.”
MULTI- “My tablet allows me to see the details, develop what I
TALENTED want, check or do work; I have more freedom.”
LIFE “Living in Lagos is so stressful with all the traffic, I
don’t have to stress myself moving from one shop to
CHANGING the other when I can get online with my phone.”
TRULY “I always have an answer; my smartphone makes me
SMART feel like a hero when I solve problems.”
FUN “I feel like a wizard when I play and discover new things.”
11

10. Mobile devices act as central hubs in our lives; SA users spend
most time social networking and least time making calls!
Share of smartphone time spent SA average
(vs global average)
(-4)
(-5)
Games
(+6)
4%
Video
(+4) 3% Social
Networking
Music 19%
16%
Web or email
Apps
14% (-1)
15% Apps
(+2) 19%
Calls
Texts 11%
15%
(-4)
(+1)
12 Sample: AMAP average vs global average

11. Massive potential for growth in mobile marketing
JUST 1% globally is committed to mobile marketing*
OF SPEND
2.5X mobile ad spend predicted to grow from
BY 2016 $6.4 billion (2012) to $18.6 billion (2015)**
ASIA Asia/ Japan already biggest region ($4.3bn in
LEADING 2012) and rising fast (est. $9.5bn in 2016)**
13 *Source: eMarketer; **Source: Gartner Group

12. ARE BRANDS
WELCOME
in this intimate space?
ATTITUDES
toward mobile
marketing formats
14

13. Most users will tolerate mobile ads; some more actively
embrace them.
Please indicate how strongly you agree or disagree with the following statements about
your mobile device:
SA average Vs Global
I'm happy to see ads on mobile
websites as long as the websites 45% 21% 22% +15
are free to access
I'm happy to share my location to get
more relevant services and offers
20% 26% 17% +7
I'm happy to see ads in my apps as
long as the apps are free
29% 22% 16% +2
I enjoy playing Advergames (games
that incorporate ads/brands)
15% 15% 21% +12
Strongly Agree Somewhat Agree Neither Agree Nor Disagree
15 Sample: smartphone SA and global averages

14. Mobile ads are viewed more positively in Africa and India;
attitudes to ads on tablets are generally also more favorable.
How would you characterize your attitude towards advertising on mobile phones/ tablets?
VERY/SOMEWHAT FAVORABLE, %
Africa Average 42 43
Global Average 23 29
Kenya 48 55
Nigeria 48 39
India 43 51
South Africa 30 35
Brazil 23 29
China 22 30
Mexico 19 19
Italy 19 26
Turkey 17 28
UK 14 25
Germany 13 28
France 13 22
Spain 12 18
US 11 16
Canada 11 9
Sample: smartphone users Sample: tablet users
16

15. However attitudes toward mobile ads (and digital in general) are
less favorable than other media
How would you characterize your attitude towards advertising on….?
VERY/SOMEWHAT FAVORABLE, %
Non-Digital Digital
South Africa Vs Global South Africa Vs Global
TV ads 67 +3 Websites/Microsites 41 +7
Radio ads 67 +16 Online search ads 40 +10
Cinema ads 64 +29 Opt-in email ads 40 +4
Direct mail 40 +18
Billboard ads 63 +9
Social media ads 39 +3
Social media news feeds 59 +11
Games 37
+3
Magazine ads 55 +8 Online music players 35
+13
Newspaper ads 51
+3 Online ads with video 32
+4
Local deals 46
+15 Mobile ads 30
+12
Product placement 45 Telemarketing 30
+17 +7
Online display ads 44 Non-opt-in email ads 18
+14 +6
18 Sample: smartphone AFRICA and global averages

16. Mobile ads can be associated with many positive archetypes
COMPANION HERO MEDIATOR SERVANT
“Offers information in “Offers help when I‟m “I can compare “All my „questions‟ about
different ways like a in need” prices, features and the brand/product are
solution provider” brands, before answered directly”
deciding on what to
buy”
BUT if it invades clumsily, negative associations can prevail
BULLY THIEF REBEL VAMPIRE
“I hate it when ads “It steals the little space “It's rebellious, it “It enters your space, as
interfere with my online I have on my screen” interrupts me while I if it were going to harm
activity, asking me to play or work” your phone”
click something that is
unclear”
20

17. Users have high expectations for mobile
1 2 3
Mobile Mobile Mobile will offer an
will be will know exchange of
competent who I am tangible value
And audiences can be receptive to mobile when it’s done right.
21

18. MOBILE
is
FLEXIBLE
AND CAN PLAY MANY ROLES
IN THE
MEDIA MIX
23

19. Mobile ads generally have more impact on all brand metrics
than online ads
Percent Impacted (Δ)
MOBILE +4.8
Aided Brand
+2.1
ONLINE
Awareness
+17.3 Ad
+4.0
Awareness
Message
+10.0 +2.2
Association
Brand
+3.8
Favorability +1.3
Purchase
+4.3 Intent +1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525
24 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181
campaigns, n=127,191 respondents.

20. Beyond brand impact and interaction, mobile ad exposure mostly drives
mobile website visitation and brand recommendation.
Which of the following actions have you taken as a result of seeing a mobile ad?
South Africa Vs Global
Visited the brand website 34%
-5
Clicked/Interacted with ad 30%
+3
Looked for brand in a store 17%
-2
Recommended the brand 16%
+10
Visited a site for
6%
similar brand -6
Sent ad to a friend 15%
+3
Purchased the brand 11%
+2
Mobile display ads are just one element of a mobile campaign; use display to drive
traffic to an optimized website for continued engagement
25 Sample: smartphone AFRICA and global averages

21. Mobile users want content from many categories
Fashion, telco’s and airline content particularly popular in South Africa;
restaurants and automotive, less so
What types of companies or brands would you most like to see delivering services or
features for your mobile devices?
South Africa Vs Global
Fashion/Designers 45% +6
Fashion
Banks/Financial services 44% +11
Designers
Airlines 37% +14
Food products/brands 33% +4
Local restaurants 31% +2
Banking Telecommunication companies 30% -4
Technology companies 30% -6
Sports teams/leagues 30% +6
Retail stores 30% +15
Drink products/brands 29% +19
Online shopping sites 26% NA
Airlines Newspapers or magazines 26% -7
Hotels 24% +2
Automotive companies 18% +3
Quick service restaurants 16% +2
27 Sample: smartphone AFRICA and global averages

22. PRINCIPLES
for a brand’s
MOBILE SUCCESS
28

23. RESPECT for the mobile audience and platform
will ensure a constructive future
Relevance Surprise & Exchange Time &
delight place
Engagement Play to Competence
strengths
29

24. Relevance
Mobile content needs to be tailored to both the target audience
AND the context where they will most likely experience it.
Matrix, India
• Display ad for Matrix calling card featured in Times
of India (news) application. Their mobile
readership includes many frequent travellers
• The ad gives more information about calling rates
in different countries and is useful and relevant for
those who travel often or who are planning to
• The SIM visual and messaging connect
strongly, so „30 minutes free calls‟ is likely to stick
in mind
30

25. Engagement
Mobile provides opportunities to go deeper when users
have moments of downtime.
McDonalds South Africa / Axe Fallen Angels – great engagement
but banned in South Africa
32

26. Surprise & delight
Put a smile on the face of your consumers with every
mobile connection you deliver.
Naver, Korea
• Naver is the number 1 local web portal site in Korea and
apptoon is a popular web cartoon published serially on
Naver. They created an apptoon-like ad in order to
promote their own mobile smartphone app. Similar ads
were also shown on TV.
• Popularity of apptoon and a pre-existing association with
Naver help drive engagement and branding of the mobile
display ad.
• Once downloaded the Naver app delivers a simplified
layout and provides a service that has been optimized
well for all mobile devices (different screen sizes etc.)
33

27. Play to strengths
Mobile can play a unique role in the wider media mix since it is
both portable and personal.
Carling Black Label, South Africa
• A unique one-off soccer match where fans could
select the players and vote for substitutions in
real-time via mobile devices
• Event was promoted heavily in traditional media
and over 10 million mobile votes were cast
• Event generated huge interest
• Mobile acted as the primary route to engage – it
was the technical glue holding the entire
campaign together
34

28. Exchange
Users are looking for something of value in return for access to
their mobile phones.
Body Shop, Indonesia
• Body Shop is already perceived positively, as an
inspiring and quality product
• This promotional ad is considered bold and simple yet
impactful. It leaves consumers feeling excited &
curious. Discounts especially attractive for a premium
product
• “This promo is exciting...I want to check what product
the discount will be applied too..makes me curious and
wanna shop now!”
“Everyday discount...no other brand has offered this
before...Body Shop is always different”
35

29. Competence
More than any other media, mobile marketing needs to be
clear, functional and focused.
Ster Kinekor, South Africa
• Ster Kinekor is a well known movie theatre chain in
South Africa and they are the top result when
consumers search for “movies” on mobile.
• The mobile website has a clear, concise and
straightforward interface . The site provides all
essential functions for booking a movie.
• Also easy to download their free app from the
mobile website
37

30. Time & place
Mobile content needs to be tailored to when and where it is most
likely to be consumed.
WhatSale, Thailand
• WhatSale is a promotional app with location based
features. It delivers timely information that can
results in immediate response.
• According to one of our research participants:
“WhatSale is really good. This one time I was at
the Circle Ratchaphruek with my friends and a
notification popped up telling me about a
promotion at an apparel store nearby. So I went in
and got myself some clothes”
38

31. MARK ETING
BEST
PRACTICES
for
MOBILE
WEBSITES, APPS
AND
DISPLAY ADS
39

32. What makes a good mobile website?
Ease of mobile search especially important in AFRICA
AFRICA average Vs Global
Loads quickly 73% +9
Speed & display Easy to find via mobile search 71% +24
Displays clearly on my mobile
device
63% +10
Easier to use than the brand's
26% -6
regular desktop website
Looks better than the brand's
regular desktop website
15% -12
Unique to screen
Different features to the brand's
regular desktop website
21% -2
More fun than the brand's regular 0
22%
desktop website
Includes location based features 18% -5
Targeted
41 Sample: smartphone users, AFRICA and global averages

33. Mobile websites should be fast and functional
What makes a good mobile website?
do: don’t:
make it fast feel compelled to outdo your
online website
make it clean forget mobile users are goal directed
make it easy to use value entertainment over competence
Simple is safest until network speeds improve
42

34. Make apps easy to acquire and easy to use
What makes a good mobile app?
do: don’t:
be free if possible and crash (don‟t be too resource
easy to find intensive)
clearly explain what you build one unless it will be used
offer, and what you‟ve updated regularly
focus on ease of use feel compelled to make it too
complex
deliver something of value bite off more devices than you can
chew (better no app than a poor app)
44

35. Mobile display ads need clear branding, communication
and call-to-action
What makes a good mobile display ad?
do: don’t:
clearly brand your creative show your brand only on a
product shot
make sure you have a clutter your ads with too much
clear call-to-action text or too many logos
make the ads interactive repurpose online creative only to
and engaging leave it cropped
target as tightly as use intrusive formats unless
possible context is highly relevant
46

36. Opportunity Toleration
1. Mobile devices are increasingly 2. However, while most consumers
central to our lives, so there is will tolerate mobile marketing, and
huge opportunity for growth in attitudes are more positive in Africa
mobile communications than rest of world, few consumers
are favorable toward it
Key Findings
AT A G L A N C E
Effective Respect Best Practice
3. Mobile is highly effective at 4. The industry can improve 5. Marketers can use mobile
brand building and also very attitudes toward mobile websites, apps and ads
flexible - it can play a marketing by demonstrating to grow brands IF simple
number of diverse roles in greater respect for the best practice rules are
the media mix platform and the audience applied more
conscientiously
48

37. Thank You – Any questions?
Please contact:
Richard Stewart
e. richard.stewart@millwardbrown.com
t. 011 202 7000
Monique Leech
e. monique.leech@millwardbrown.com
t. 011 202 7000