exposure objectives

Awareness&

usage

Motivations & barriers

Ad perception&

opportunities

Qualitative research

Methodology

Vox Pop(15mn)

Depths(1h30)

Walkabouts(1h30)

Focus groups(2h30)

locationgender, age

mobile provideradvertising perception

Mobile media builds a new relationship to space and ti me

Entertainment

Connectivity

Personalization

Socializing

Killing time

Not wastingtime Control

space

Three needs to take intoaccount

-25

40+

25-40

Geolocalization

Emerging universes in advertising on the mobile creativity

PERSONALIZATION

INTERACTION

SUPPORT ANTICIPATION

PARTNERSHIP CO -SHOPPING

SOCIALIZATION ENTERTAINMENT

Country benchmark

12 %Smartphone

58 %Video

31 %3G

%Handset functionality*

Video

3G

Smartphone

Handset functionality*

51 %

25 %

8 %

%

Idle Screen**

Connectivity

Interaction Anticipation Support

Location based** Sponsoring**

Practicability

** Source Basis Exposure I : format testing

Video

3G

Smartphone

Handset functionality*

64 %

42 %

20 %

%

* source Nielsen

( Format testing)

€ 28€ / mth²

€ 30€ / mth²

€ 45€ / mth²

² Average monthly Consumers spend on mobile phone source Idate / Teligen

Mobile & Internet

Brand Ad

Effectiveness

De-brief

Overview of approach Pre and post research supplemented by qualitative focus groups

Recruitment of respondents from both Mobile Panel and traditional online consumer panel

Pre ad exposure online interview

SMS and/ or emails sent to respondents directing t hem to the mobile and / or online websites where Nationwide advertising was placed – a third of our r espondents exposed to only the mobile advertising, (Cell 1), a third exposed to only internet advertis ing (Cell 2) and a third exposed to both mobile int ernet and online advertising (Cell 3)- Orange World, O2 Active, Vodafone Live, Planet 3, T-Mobile web’n’walk, MSN, Sky

Respondents given instructions to navigate around t he website(s) – will include a task to consolidate interest and recreate consumers real experience of browsing

Post ad exposure online interview

Qualitative focus groups to add depth and insight a nd bring the research to life

We followed the same pre and post exposure approach adopted in the previous mobile research but incorporating different levels of advertising expos ure

Group Structure

18-29 year old mobile internet users

30-44 year old mobile internet users

• 2 x 1.5 hour focus groups took place on 2nd

December 2009 with mobile internet users

• Criteria for the groups were as follows:

• Mixed gender groups• All accessed the internet at least every

3-4 days• All accessed the internet on their

mobile at least once a week

• Mix of iPhone, smartphone and non-smartphone users in each group

• All respondents were asked to complete a internet access diary before coming to the groups, detailing when and why they accessed the internet over a two day period

Within this document, slides which are based on the qualitative research are indicated with this symbol

Qualitative process

The key learnings

Mobile works as a branding and awareness medium and

adds to online

Because of the level of importance and volume of use - this touchpoint has value for advertisers

IMPLICATIONS

Mobile internet fits seamlessly into users’lives and using the service is a natural and integral part of their daily routine

INSIGHTS

Mobile internet users become hooked

Users sometimes perform tasks continually over several different devices (e.g. mobile, work PC, laptop)

Advertisers can access consumers at multiple points throughout the day with the same message. However, messages need to be adapted to suit each device

Online and mobile advertising can work together: online to convey message and mobile to reinforce it

Mobile and online ads can and should form part of the same campaign, but ads should be adapted for their medium

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NATIONWIDE SPONTANEOUS BRAND AWARENESS (in context of home insurance)

7

10

31

POST WAVEPRE WAVE

%

B01b What companies that provide home insurance hav e you heard of? Which come immediately to mind? Base: All respondents (875)

1st mention

Total Spontaneous

Overall brand awareness went up

+43%

NATIONWIDE SPONTANEOUS BRAND AWARENESS (in context of home insurance)

POST WAVE

1st mention

Total Spontaneous

%

B01b What companies that provide home insurance hav e you heard of? Which come immediately to mind? Base: All respondents (875), not seen any advertisi ng (215), seen mobile ad (172), seen both mobile & internet ads (80),

Seen both mobile & internet advertising

Seen Nationwide mobile banner advertising

Not seen any Nationwide campaign advertising

2

4

72 % change since pre wave

PRE WAVE

Awareness went up even more amongst those that saw ads on both platforms

+114%

RECOGNISE INTERNET AD

RECOGNISE MOBILE AD

%

C05/ C12 You said earlier you have recently seen Na tionwide advertising on your mobile phone/ internet . Was this the advertising you saw?C06/ C13 Have you ever seen this piece of advertisi ng before today?Base: In parenthesis for each sub-group

RECOGNISE EITHER AD

+35%

Cell 1 Cell 2 Cell 3

Recognition was much higher amongst those that saw online and mobile...

12

12

14

15

18

20

21

30

35

39

40

18

25

26

28

24

33

29

34

38

43

41

15

24

25

27

28

40

27

32

44

48

41

STATEMENT ASSOCIATION – NATIONWIDE

% % %

B07 Here is a list of companies that provide home i nsurance and a list of statements that other people have made about them. Please indicate which companies you think apply to each statement – you can choose as many or as few co mpanies as you like for each statementBase: All respondents aware of Nationwide in Post stage: not seen any advertising (531), seen mobile ad (160), seen both mobile & internet ads (75)

Is a company I trust

Offers a wide range of products

Has good customer service

Offers insurance products that are suitable for me

Their standard home insurance policy offers extensive cover

Offers cost effective deals for both building & home contents cover

Offers insurance products I would pay more for

Always has a good number of special offers and discounts

Is a home insurance specialist

Offers 5 star home insurance

Offers good value for money

Seen both mobile & internet advertising

Seen Nationwide mobile banner advertising

Not seen any Nationwide campaign advertising

2 % change since pre wave

2

1

1

8

4

2

7

5

2

4

5

4

21

1

Brand statements rose, but particularly when respondents saw ads on both platforms

42 43 47

12 1220

55

67

%

LIKELIHOOD TO CONSIDER NATIONWIDE HOME INSURANCE (5 point scale)

B06 Now I would like you to decide how likely you w ould be to consider each of the following companies next time you purchased home insurancePlease use a five point scale, where 1 means `I def initely would not consider’ and 5 means `I definitely would consider’Base: All respondents aware of Nationwide Pre (802) Post (787) in Post stage: not seen any advertising (531), seen mobile ad (160), seen both mobile & internet ads ( 75)

POST WAVE Seen both mobile & internet advertising

Definitely would consider

Probably would consider

2 % change since pre wave

54

PRE WAVE

Consideration to purchase was much higher amongst those that saw adds on both platforms

+24%

Summary

By adding mobile to online activity you can improve performance

Mobile can build awareness and is more effective when used with online