1. technology and computing
2. consumer electronics
3. telephones
4. mobile phones
5. smart phones

Armageddon Battle :
Apple iPhone 5 vs. Samsung GALAXY S III
--Netizen Opinion Analyze on iPhone 5 and Samsung Galaxy S III By Ipsos Social Listening
NFC Mobile Payment，Are You Ready?
Click-through Rates,
Can we just move beyond this?
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益普索调查
Ipsos survey
Armageddon Battle:
Apple iPhone 5 vs. Samsung GALAXY S III
--Netizen Opinion Analyze on iPhone 5 and Samsung Galaxy SIII By Ipsos Social Listening
By ： Connie Li | Executive Director of Ipsos Digital in Greater China
Angela Huang | Ipsos Social Listening Research Director
Doris Zheng | Assistant Research Manager of Ipsos in Greater China
Since the launch of the iPhone series by Apple in 2007,
Nokia and other big names such as Sony-Ericson and Motorola
market in the future? The answer is still not clear. However, we
can explore more deeply all the events that have taken place.
have all become a distant memory, only after a period of five
The global market research leader, Ipsos, gathered and
years. Now in the global smartphone market, only Samsung
analyzed online comments about the Apple iPhone 5 and
can rival Apple. With increasing market value of the global
Samsung Galaxy SIII by Chinese netizens from September 1st
smartphone business as a whole, and the rising demand for
to October 12th of this year. The purpose of this research is to
smartphones in the enormous Chinese market, where the
shed light on all aspects of a product during its entire life cycle
number of smartphone users has reached more than 100 million
(pre-launch, post-launch, marketing campaigns, pre-purchase,
and is still climbing at an accelerated pace, has made China the
purchase intent, purchasing experience, post-purchase, product
main battlefield for major cell phone manufacturers Apple and
quality, product price, etc.) and to analyze the most direct and
Samsung. In June of 2012, Samsung launched its Galaxy SIII in
truthful concerns raised by netizens. During this study, 604,628
China. Then, in September of 2012 Apple released the iPhone 5,
and 81,582 pieces of information have been gathered in relation
and thus the ultimate war on winning the Chinese smartphone
to the iPhone 5 and Galaxy SIII, respectively, on the Internet.
market began. Who will dominate the Chinese smartphone
Social Media purchase Pathway of Samsung Galaxy S III
Campaign 9%
Post-Purchase 4%
A piece of news about Samsung's latest ad
attacking iPhone 5's functionality.
Galaxy S3 unable to connect to the Wi-Fi network; will
seek repair service.
The phone arrived and the customer is very excited.
Ipsos Ideas in Greater China
is our way of informing clients
about our newest, advanced
research technology and our
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It is published on the 1st of
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Pre-Purchase 5%
Galaxy S3 is better than iPhone 5
on camera, but need further
research to make decision.
Positive
Negative
Mixed
Neutral
Note: Bubble size represent share of topic.
Data source: Ipsos
01
益普索大中华区 Ipsos in Greater China
12/2012
Purchase Intent
8%
Completely disappointed with iPhone 5,
I'll buy Galaxy S3.
Product 11%
The big screen is the most
important characteristic of
Galaxy S3.
Price
5%
“iPhone5 is going to be lauched, Samsung(Hongkong) annouced
today that they will reduce the price of Galaxy S3, 16GB from 5598
HKD to 5198 HKD, 32GB from 5998 HKD to 5498 HKD…”
Enthusiasm Dampens after the Product
Announcement Conference and Opportunities
Seized by GALAXY S III
SIII, the overall tone was generally positive for Samsung when
In the fall of 2012, the newest iPhone finally made its
very little negative commentary on Samsung. Maybe this had
appearance. Although the genius behind the Apple brand had
something to do with the perceived imperfections of iPhone 5
However, among all the discussion about the Galaxy
consumers were discussing whether to buy iPhone 5 or the
Samsung GALAXY S III. What is worth noting is that, there was
passed away, consumers still had high hopes for iPhone 5.
and the complaints from netizens towards Apple. “I’m totally
Before the product announcement, some 3/4 of interested
disappointed by iOS 6 and iPhone 5. It is always the old style.
netizens had positive or neutral attitudes towards the new
Android smartphones are better. Let's go buy Galaxy SIII.”
iPhone. The netizens' enthusiasm exploded when they were
staying up to witness the countdown of iPhone 5’s official
announcement at midnight: "iPhone 5 will be announced
tonight? What kind of new features will there be? Will iOS 6 be
a breakthrough? Let’s just wait and see! Will the miracle live
on? I guess it will surely drive people crazy!”
The long-awaited iPhone 5 was launched on September
21th of 2012. The iPhone 5 soon arrived at all major online
stores, including Taobao, attracting heated discussion among
netizens. However, more than half of the netizens expressed
their disappointment after the product announcement conference.
They saw no big changes compared to the previous model and
the lengthened screen received few favorable comments. “In the
Galaxy S III Launches Competitive
Campaigns and Gains Slightly Better
Market Position to iPhone 5 During and
After Marketing Activities
Four days after the announcement of iPhone 5 on
September 16th, Samsung launched its new advertisements
aimed at attacking the competitor. This kind of offensive
marketing technique caused a sensation and attracted more
potential buyers to the Galaxy S III. Of course, this was also
to some extent due to the disappointment experienced by
consumers after the new Apple failed to live up to expectations.
Jobs-era, Apple was the global leader in appearance design
Although GALAXY S III won the hearts of the netizens
and development philosophies, but now? There isn’t too much
to some extent, this offensive marketing technique did not win
change in its appearance and no new features. The bigger
the recognition of all. Attempts to attack competitors is not
screen is in response to the trend set by other brands and
the smartest marketing method because it might also cause
ignores the size with the best user experience.” Some netizens
some negative impact on the image of the attacking brand;
even became bitter because of their former high expectations and
or to put it another way, he who lifts the stone to throw might
said, “I do not like Apple garbage any more.”
end up dropping it on his own feet. Although Apple has not
Social Media purchase Pathway of iPhone 5
Purchase Intent
20%
Diaoyudao Island is labeled incorrectly
for Chinese in the Map App. Tell others
not to purchase.
Campaign 4%
The song “Don't Hold On” in
iPhone 5 ads is beautiful.
Post-Purchase7%
Purchase Experience 1%
Some believe the phone is
not better than 4S, and
regret buying it.
Went to Hong Kong to buy iPhone5,
but it was not available.
Pre-Launch 6%
Looking forward to the new smartphone
Positive
Negative
Mixed
Neutral
Note: Bubble size represent share of topic.
Data source: Ipsos
Post-Launch 7%
Have heard of lots of negative comments after
iPhone 5 was launched.
For an interview or any
inquiry, kindly contact:
Price5%
“It’ s too expensive. We can use the money
to buy a square meter of house. Who can
accept this kind of price?”
Product23%
The paint of black model
could peel off.
Lu Peng, Senior Manager
of Ipsos GC Marketing and
Communications
[email protected]
益普索大中华区 Ipsos in Greater China
12/2012
02
益普索调查
Ipsos survey
made any official response up to now, the fans of Apple stood
firm and dealt a perfect blow back to Samsung with a similar
advertisement.“【Apple Fans Reacted towards Samsung’s New
Offensive Ad on iPhone 5】September 16th, 2012 In a new
"iPhone 5 sold overseas have sold our Chinese islands
to the Japanese while the iPhone 5 sold in China says
advertisement, Samsung compared its own Galaxy S III with
Diaoyu Island is part of Chinese territory. Therefore we can
iPhone 5 in an attempt to make the iPhone look more like a low-
say that Apple will do any thing to make money!”
end smartphone. However, the defaming effort on its competitor
was not the right practice for marketing this product. As a result,
Apple fans quickly responded with an imitation advertisement
against Samsung.”
the world! Let’s boycott iPhone 5 until it returns Diaoyu Island to
Mapping the Diaoyu Islands in iPhone 5’s
Map App: A Misunderstanding
The launch of iPhone 5 not only drew the most complaints
in the product line’s history, but also hurt the national sentiments
of Chinese citizens due its stand on the territorial issue of
Diaoyu Island in the Apple Map app. According to our online
China! Please tweet this message to more Chinese!”
The main reason behind such large-scale complaints is
that the launch date of iPhone 5 (September 21st) was near the
anniversary of the September 18th Incident. A lot of netizens
tweeted similar messages to more people and this resulted in
heated discussion of the issue.
study, negative opinions accounted for approximately 80% when
But this boycotting action was largely due to the
discussing whether to buy iPhone 5. Almost 65% of netizens
misunderstanding of Chinese consumers on iPhone 5 Map app.
decided not to buy iPhone 5 or appealed to other compatriots
In fact, Apple had chosen different illustrations for Diaoyu Island.
to boycott the iPhone 5 due the Daioyu Island issue. “Be aware,
The iPhone 5 sold in Hong Kong says Diaoyu Island is within the
Apple fans! The map app in iPhone 5 has sold our Chinese
Chinese territory while the iPhone 5 sold in Japan says Senkaku
Diaoyu Island to the Japanese. In map apps of other cell
Islands are affiliated islands of Okinawa Prefecture of Japan. Some
phones, the Diaoyu Island remains a Chinese territory. Just
netizens verified this fact themselves. However, there are still
think about it! Do not become a traitor of your motherland. I
many netizens who are unsatisfied with this kind of flexible political
would rather not buy American iPhone 5. Unite, Chinese all over
approach when it comes to Apple's corporate business strategy
and practice. They believe that Apple has done an evil thing in
the name of its own business interests. "iPhone 5 sold overseas
have sold our Chinese islands to the Japanese while the iPhone
5 sold in China says Diaoyu Island is part of Chinese territory.
Therefore we can say that Apple will do any thing to make
money!”
High Price of iPhone 5 Led to a Loss in
some Potential Buyers, While Galaxy
Enjoyed Advantages in Price
The price of the iPhone 5 almost doubled due to intensive
hyping and the unavailability of iPhone 5 at the early stage in
the Chinese market. "Hong Kong Price (16G): 7350; Hong Kong
Price (32G): 8300; Hong Kong Price (64G): 9500.” The high
price of the iPhone 5 has resulted in a loss of purchasers. “It’s
too expensive. We can use the money to buy a square meter of
house. Who can accept this kind of price?” Considering these
circumstances, the price of Samsung Galaxy SIII looks much
more attractive. Additionally, the price of Galaxy SIII was further
reduced. “iPhone5 is going to be lauched, Samsung(Hongkong)
annouced today that they will reduce the price of Galaxy S3,
16GB from 5598 HKD to 5198 HKD, 32GB from 5998 HKD to
5498 HKD…” A lower price is definitely a good thing for the
netizens.
03
益普索大中华区 Ipsos in Greater China
12/2012
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When you input “Diaoyu Island” and search, the map will only give you the longitude and
latitude, and detailed location information of Diaoyu Island, but the name of it will not appear.
When you search for details, there is no name or address either.
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When you input Diaoyu Island,
it clearly says “Diaoyu Island,
China” .
When you input Diaoyu Island or
Senkaku Islands, it only gives
you the latitude, longitude and
location of this place. There is no
detail on the place or name.
However, when you input Senkaku and search again, the name “Senkaku” in Japanese will
appear and it says Senkaku Islands are actually where the “Diaoyu Island” is. When you search
for details, it says its address is “Ishigaki, Okinawa Prefecture, Japan.”
iPhone 5 Lost the War Due to Various
Issues
iPhone 5 is not as good as that of iPhone 4. I regret buying it.”
However, the super large screen of Galaxy SIII was still the
main battle cry from Samsung fans. According to our study, 11%
When Steve Jobs was in charge, he did not tolerate
of netizens dicussed this topic. Here are the typical comments
imperfection before the launch of any major product in the market.
seen: “iPhone vs SIII? I prefer the large screen of SIII.” In place
However, his successor Mr. Cook has different ideas. He insisted
of the iPhone 5, the large screen of Samsung has won many
on launching the latest iPhone with all the bugs still in Apple’s Map
hearts.
app. After launch, there were also complaints on the lengthened
screen, frozen screen problems, bubbling and paint chipping.
"The rectangle-shaped iPhone 5 looks ugly, I will not buy it.”
“The paint on black iPhone 5 models will fall off. I will seriously
think about that.” Consumers may be wondering if the iPhone
is now surviving on its past glory and really is without any good
People worry that Apple will rely on its “cool” factor to woo netizens even in
the Post-Jobs era. However, such doubts and complaints have not stopped Apple’s
new features. According to our online opinion study, 25% of the
iPhone 5 sales from continuing to climb. Many netizens believe that Apple is just
comments were focused on the product itself from pre-launch
waiting for the right time to play its card.
to post-purchase. And the negative tone of Chinese netizens
accounted for as high as 80% within these comments.
Seen as a continuation of its past glory, the iPhone 5 is
inevitably compared with previous models. The general tone is
that there were no big changes in the new model and the new
model is even worse than previous models. “There isn’t any big
Samsung has not stopped its expansion activities after replacing Apple as
the largest smartphone manufacturer in the world. Currently, Chinese netizens do
not think that Apple is the only option. With the strong performance of Galaxy SIII,
Samsung has the potential to become the next king of the smartphone market.
Samsung is no longer the Samsung of the past.
difference between a white iPhone 5 and a black iPhone 4S!”
Now netizens need to wait and see if the Apple is still the Apple of the
“I found that iPhone 5 is not as good as iPhone 4. iPhone 5
past.
only has a bigger screen and a faster processor. The quality of
益普索大中华区 Ipsos in Greater China
12/2012
04
益普索调查
Ipsos survey
NFC Mobile Payment
Are You Ready?
By ： Camir Wang | Research Director of Ipsos in Greater China
Ada Liu | Assistant Research Manager of Ipsos in Greater China
With the appearance of new openings in the rising field of mobile payments, many institutions predict that NFC mobile
payments will see rapid growth in the next five years. It is also predicted that cooperation between manufacturers and operators
from China’s upstream and downstream industry chain, China UnionPay, banks, third-party payment institutions, retailers and other
institutions is also going to pick up momentum. To explore the attitudes and behavior patterns behind mobile phone payments
in different environments and across different socio-cultural backgrounds around the world, including China, and to reveal real
consumer motives, Ipsos conducted a large-scale survey of 13,461 consumers in 17 countries worldwide. The survey included 2,015
respondents from Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, and Wuhan China.
The mobile payment topic from recent "Ipsos Report on
Three days later, China Mobile and China UnionPay signed a
Chinese Consumers' Attitudes towards Mobile Payments" was
cooperation framework agreement related to mobile payment
divided into three categories: non-contact mobile payment,
services. The two parties plan to carry out an all-round
mobile wallet payment and mobile phone networks payment.
cooperation with regard to NFC mobile payment products and
(See the picture below) This article focuses on the results and
trusted service management platform (TSM), while they jointly
analysis of the attitudes of Chinese consumers toward NFC
explore mobile communication network based mobile payment
mobile payment and the business opportunities present in NFC
products for bank accounts through SIM cards or other safe
mobile payment.
carriers.
Will NFC mobile payment really "catch fire" as is
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predicted? What about Chinese consumers’ use and attitude
With non-contact payment or NFC, consumers
can use their mobile phones to buy goods, pay
service fees or make payments to others.
toward NFC? Which common customer demands in the field of
mobile payment are worth being addressed by enterprises in
the industrial chain of NFC mobile payment? What challenges
3UHORK]GRRKZ
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TKZ]UXQYVG_SKTZ
With onboard or downloaded applications,
mobile phones can be used to buy goods, pay
service fees or make payments to others.
Using mobile networks or the Internet, and
without repeatedly inputting credit card or debit
card information, mobile phones can be used to
buy goods, pay service fees or make payments
to others.
Data source: Ipsos
the ages of 16 and 54, and 72% of them were from 16 to 34
years old. 90% of the respondents used smart phones and
88% had made payments on their phones before. 63% of the
respondents had used mobile Internet payment for products or
range reaches about 10 cm and can be used for electronic
services and 47% had used it to transfer money to others. 26%
identification or data transfer. For instance, a payment can
of the respondents had used NFC mobile payment.
public transportation. NFC integrates the traditional security
applications found within smart phones, but transforms it into
05
The male to female ratio of the 2,015 Chinese consumers
that accepted Ipsos interviews was 49:51. They were between
frequency wireless communication technology. Its available
tapping the stations that appear in shops, restaurants or on
Lu Peng, Senior Manager
of Ipsos GC Marketing and
Communications
[email protected]
Challenges and opportunities both exist
NFC (Near Field Communication) is a short-range high
be made by placing a cell phone near the NFC terminals or
For an interview or any
inquiry, kindly contact:
will NFC mobile payment encounter?
the “wallet” that can replace bus cards, bank cards, or other
non-contact smart cards; and thus freeing people from carrying
numerous cards and making business transactions easier.
Ipsos segmented the Chinese respondents payment
behavior into three groups: “small payments of RMB 100 or
less”, “medium-sum payments (RMB 100-500)”, and “personal
intermediate payment (pay or transfer to others)” (See Figure
I, Figure II, and Figure III). In “small payments of RMB 100 or
less”, 7% of the respondents said they would use NFC mobile
payment if they did not pay in cash. 79% said they could not
On June 18th of this year, China Mobile and Shanghai
use the NFC to make payments as they weren’t yet aware of it
Pudong Development Bank announced that they would
or not very familiar. In “medium-sum payments (RMB 100-500)”
work together to launch NFC mobile phones in the future.
and “personal intermediate payment (pay or transfer to others)”,
益普索大中华区 Ipsos in Greater China
12/2012
7% of the respondents said they would use NFC mobile
consumers are still quite cautious of NFC due to it being a new
payment and 77% said they weren’t yet aware of it or not very
technology. It was particularly noteworthy that as a result of
familiar. In general, the Ipsos analysis showed that about 7% of
the very limited understanding of this technology and the slow
Chinese consumers are willing to try the new NFC payment, but
dissemination of information, nearly 80% of the respondents
mainly for small-sum payments (below RMB 500), indicating that
took a negative stance when asked of their likelihood to use
Figure I Small payments of RMB 100 or less
shopping
card
cash
All the small payments
31
1
29
lakala
debit
card
2
8
18
Signature,
chip card and PIN code sweeping
NFC sweeping
7
credit
card
16
3
NFC
NFC
mobile
label
payment payment
pre-paid travel
through ticket
2
online
payment
0
26
12
23
28
17
online computer payment
smart
phone
applications
Please rate your efforts made
before to try mobile payment
from 0 to 10.
'XK_U[YGZOYLOKJ]OZN_U[X
I[XXKTZSKZNUJULVG_SKTZ%
Will you choose non-contact payment?
other
payments
1
8
10
9
8
7
85
21
If you were able to use phones
to make payments in the past,
how much effort would you like
to spend in order to try this new
function?
10
9
8
7
6
6
5
4
3
5
5
4
3
2
I will not choose it, as it can't
make the payment.
59
I will not choose it since
I don't know what it is.
2
1
10
4
SMS
other
payment payments
Have a try
Satisfaction
Possibility to use non-contact payment
I may choose it,
but can't operate it.
on credit
online phone payment
If you don’t pay in cash, possible to choose…
I may choose it,
but don't like it.
savings
card
1
0
3
Data source: Ipsos
Average
0
Less effort
2.7
2.9
Figure II Medium-sum payments (RMB 100-500)
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cash
shopping
card
lakala
31
3
2
debit
card
credit
card
12
savings
card
33
pre-paid travel
through ticket
3
online
payment
on credit
0
other
payments
13
3
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62
12
Signature, chip card and PIN code sweeping
NFC sweeping
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Possibility to use noncontact payment
I may choose it,
but can't operate it.
Data source: Ipsos
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I[XXKTZSKZNUJULVG_SKTZ%
84
Almost every day
4
Less frequent
12
7
online
computer
payment
4
5
smart
SMS
other
phone
payment payments
applications
Please rate your efforts made
If you were able to use phones
before to try mobile payment
from 0 to 10.
to make payments in the past,
how much effort would you like
to spend in order to try this new
15
22
Twice or three
times per week
Each month
12
4
Each week
61
11
online
phone
payment
10
9
8
7
How often do you pay in this way?
Every day
18
I will not choose it,
as it can't
make the payment.
I will not choose it since
I don't know what it is.
94
3
Have a try
Satisfaction
Payment frequency
Will you choose non-contact payment?
I may choose it,
but don't like it.
7
NFC
NFC
mobile
label
payment payment
33
function?
6
5
4
10
9
8
7
6
5
4
3
3
2
2
1
1
14
11
0
3
Average
2.6
Less effort
0
2.6
益普索大中华区 Ipsos in Greater China
12/2012
06
益普索调查
Ipsos Survey
Figure IIIPersonal intermediate payment (pay or transfer to others)
All the personal
intermediate payment:
cash
shopping
card
49%
1%
lakala
debit
card
credit
card
savings
card
pre-paid travel
through ticket
on
credit
online
payment
other
payments
ordinary transfer
/ remittance
E-bank
transfer
1%
14%
9%
2%
-
0%
8%
1%
4%
9%
If you don’t pay in cash, you will choose…
39
9
Signature, chip card and PIN code sweeping
7
NFC
sweeping
This payment is…
NFC
mobile
payment
5
NFC
label
payment
24
Single payment
Conventional payment
34
online computer payment
I may choose it,
but can't operate it.
Almost every day
3
I will not choose it,
as it can't
make the payment.
I will not choose it since
I don't know what it is
If you were able to use phones to
make payments in the past, how
much effort would you like to spend
in order to try this new function?
10
9
8
7
6
80
15
Each week
61
2
5
4
5
4
3
2
6
14
Each month
13
10
9
8
7
6
3
4
Twice or three
times a week
Less frequent
6
before to try mobile payment
from 0 to 10.
How often do you pay in this way?
Every day
4
SMS
other
payment payments
Please rate your efforts made
Payment frequency
Will you choose non-contact payment?
I may choose it,
but don't like it.
11
smart phone
applications
.G\KGZX_
Satisfaction
Are you satisfied with your
current method of payment?
76
Possibility to use noncontact payment
17
online phone
payment
2
1
1
36
0
4
38
Data source: Ipsos
Average
0
Less effort
2.4
2.9
Note: I may choose it, but cannot operate it. I used it, but failed. I will not choose it, as it can't make the payment. I don't use it because there I have no need for it.
I will not choose it since I don't know what it is. I don't use it and I haven't heard about it. (See Figure I, Figure II, Figure III)
NFC. Therefore, all parties in the mobile NFC value chain and
segments, i.e. “leisure / entertainment (hotels, bars, clubs, etc.)” and “gas”, all at 8%. All kinds
all the people using or likely to use NFC mobile payment in
of indicators were high in “personal intermediate payment (pay or transfer to others)”, and in
the future should jointly undertake to improve the technology’s
particular, consumers showed the highest willingness to use NFC mobile payment for “personal
visibility, so that more and more Chinese consumers become
services (plumbers, cleaners, nannies)”, or 13%, and the proportion for “gifts / subsidies / cost
aware of this simple and convenient payment method, freeing
of living of family members and friends” and “compensating for others / repayment for co-
more people from the tedium of carrying a wallet full of cards.
payments” reached 7% and 8% respectively.
Ipsos further divided the three types of payment behavior
Therefore, mobile phone and POS machine manufacturers, payment operations platform
based on the topic “If I don’t pay in cash” to tap the use of
(CUP, telecom companies, banks, third-party payment institutions) and retail operators could
NFC mobile payments in people’s daily life, so that operators
work together to create a situation that would benefit everyone. If possible, this cooperation
from China’s upstream and downstream industry chain can
would serve to develop the following potential large consumer market segments (see Table
make targeted investments and realize a win-win scenario with
IV), so that when making payments, consumers would consider the convenience of and get
consumers. According to the results of the survey, if they were
practical experience on how to do NFC mobile payment, develop spending habits, and expand
not paying in cash, 7% of consumers said they were willing to
them to other areas of consumption, while at the same time effectively forming a word-of-mouth
use NFC mobile payment to complete transactions required
phenomenon.
in their daily consumption. The possibility to use NFC mobile
payment in various aspects of daily life converged between
Types of consumption
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was completed, Chinese consumers would instantly feel how
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7
convenient the “sweep and pay” method is and further, would
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9
be willing to use NFC mobile payment in other types of daily
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cigarettes, drugs, etc.)” and “day-to-day travel or commute”,
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all up to 9%, which also indicated a great market potential. In
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“medium-sum payments (RMB 100-500)”, consumers showed
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13
consumption activities.
In “small payments of RMB 100 or less”, consumers
showed the highest intention to use NFC mobile payment for
“non-food daily necessities (such as newspapers, magazines,
the highest intention to use NFC mobile payment for two market
07
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5% and 9%. It showed that once a NFC mobile payment
益普索大中华区 Ipsos in Greater China
12/2012
Data source: Ipsos
Click-through Rates,
Can we just move beyond this?
By ： Alan Thompson | Ipsos ASI, Vice President, Digital Product Development
Caryn Brouwer | Ipsos ASI, Vice President, Digital Strategy
There's never been a better time to be in
advertising, and there's never been a worse time.
-- Aaron Reitkopf, North American CEO of digital agency Profero
Measuring the impact and efficiency of digital communications must move beyond measuring click through rates, and other
readily available behavioral metrics, for brands to properly understand the success or failure of their campaigns. Metrics like click
through rates, although easy to measure, are only one piece of the puzzle. What about the branding and imagery the ad provides
and the impact it can have on the viewer? And as click through rates continue to fall even lower, one even has to stop and wonder,
how many of those clicks are from people who accidentally clicked on the ad when they were trying to click on content?
In order to best manage the impact of digital communications you need to account for multiple points of impact, including;
your brand’s one Big Idea – the one thing that will guarantee the right impact for your brand
reaching your target audience – versus the audience that happens to be there
driving retransmission of your communications – to increase your potential reach
and, monitoring and maximizing your investments – to know how to optimize for the future
First things first: ground your
communications in one Big Idea
which an idea can be communicated, reinforced, and built
Focusing effort on getting your brand’s strategy right is
those various channels. Key is to build the touchpoints with
critical for advertising efficiency regardless of medium because it
your consumer in mind so that you can make your message
01
Fortunately, digital provides a very efficient means through
upon, as consumers navigate around the Internet through
outlines the one communication platform the brand should take.
available to them when they need it and in a way that appeals
Because, audience fragmentation across traditional channels
to their personal needs and values, but also in a way that respects
(such as TV, magazines, radio, etc.) has created a significant
challenge for marketers in how they efficiently reach their target
how they digitally engage with your brand and category to be most
effective.
audience. Even with digital there are multiple touchpoints that
can be used to connect with and engage with customers and
prospects from email, to search, to social, to mobile. Marketers
02
Then ensure your communications
reach your target audience.
must now coordinate media buys across multiple networks,
With the Internet, targeting a defined audience across
and deal with multiple resources, to try and reach their target
a large number of websites can be very efficient and cost
audience. So as your consumers constantly (and perhaps
effective. But – you still need to understand what you are
frequently) change channels, your communications should
buying. We have noted that the large ad networks may not
continue to build the right impact and brand image and in a
always be as efficient as more targeted buys – because they
consistent fashion.
were just that – less targeted. So how can you maximize
益普索大中华区 Ipsos in Greater China
12/2012
08
益普索观点
Point of View
reach if you choose to run across a large ad network or with a
centralized ad serving company?
manner, beyond your initial target group to a much broader
audience.
Albert Cai, Research
Director of Ipsos Digital &
ASI in Greater China
[email protected]
6[HROYNKX:GXMKZ8KGJ :GXMKZ*KRO\KX_
Any inquiry, kindly contact:
To maximize the benefit of this, plan to place your
digital communications across channels to easily facilitate
sharing and retransmission. In fact, encourage sharing and
Targeted ad network
buy with Flash &
Video Placements
Publisher 1
and content that your consumers will retransmit: are
your consumers interested in retransmitting humor, new
Publisher 2
Ad network buy with
Flash placement
and less targeting
Video ad network buy
retransmission! Especially if you understand the messages
news, interesting articles, etc? And, which of these are most
appropriate for your brand or category?
Finally, because digital communications create a
04 plentiful audit trail and history of every interaction an
Data source: Ipsos
Ensure, don’t just request,that all of your communications
advertiser can have with consumers, use it synergistically
(not just flash or video roll) are always in view for your target to
with insight into consumer attitudes about your brand, as
react to versus being below the fold. While it may result in a slightly
another source of intelligence to monitor and maximize
higher CPM, it will be a more efficient placement and is one
your investments. You have the flexibility with digital
simple step that will maximize your communications’ impact.
communications to make adjustments to the media buy and
flighting after launch so have the right research tools and
Digital Campaign Breakthrough
behavioral data to evaluate in-market performance early on so
that you can make necessary adjustments to remaining spend.
Aided Ad Recognition
'SUTM:UZGRK^VUYKJZU*OMOZGR
The richness of data and insight available
from the digital medium should be empowering –
you have more data about your consumers and
Total Exposed
Ad network buy with Flash placement and less targeting
how they interact with advertising than you might
Publisher 1
Targeted ad network buy with Flash & Video Placements
have ever had before. Leverage it to build future
Publisher 2
Video Ad Network Buy
marketing efforts that are even more effective,
Data source: Ipsos
produce better results, and further maximize your
Finally, because consumers are constantly changing
brand’s resonance.
channels, be aware of who the consumer is when they show up
on your website or social site, AND have as much information
about them as possible. This includes what has specifically
been communicated to them previously through various
marketing channels (hopefully in a consistent manner), and
how they responded (or did not respond) to those messages.
This will help determine what the best communication should
be for the next touchpoint by maximizing the relevancy to the
consumer.
In addition to reaching your target
audience, you need to drive (and
measure) the retransmission of your
communications.
Digital is the perfect medium to allow consumers to easily
share or retransmit ideas, comments, communications etc.,
about a specific brand or an experience that they have had with
a brand. Ensure there is the necessary interactivity like a “share
this”, or “liking” comment or page, so you have the opportunity
to expand the REACH of your communication, in an exponential
益普索大中华区 Ipsos in Greater China
Ipsos ASI is a leading global research agency specializing in advertising and
brand communications. Offering state-of-the art research solutions that employ
measures predictive of in-market performance, our research helps clients build
stronger brands.
03
09
About Ipsos ASI
12/2012
Our areas of expertise include all aspects of advertising development and inmarket evaluation across traditional and emerging media. Ipsos ASI’s goal is to help
clients deliver the right message at the right time across the right media to deliver
the best return for their brand.
The Ipsos ASI team of brand and communications research experts is a global
community of specialists who are passionate about advertising. From concept
development to production, from final execution and into post-implementation
performance, we help inform client decisions at every stage of the process.
To learn more about Ipsos ASI, visit www.ipsos.com/asi
新闻
news
Ipsos Won a Prize at the 'French Businesses in China' Awards
Recent days, Ipsos won bronze in the ‘Growth’ category of the ‘French Businesses in
China’ awards, just behind L’Oréal (2nd) and Air Liquide (1st). With an average growth of 56%
annually since 2000, Ipsos in now the largest market research company in Mainland China.
What is the key to the success in China? For Didier Truchot, who went on stage to collect
the award, “Establishing strong partnerships with local teams was decisive. As China’s strength
continues to grow within Ipsos, we will start moving people to new international levels.”
The new solution aligns with the wider objective of using
our Business Consulting expertise to interact with sales and
marketing teams.
Ipsos Deep See was first developed in Asia, following the
sale of two projects that were focused on the identification of
B2B sales leads for clients in very different industries – medical
technology and packaging.
Peter Snell, CEO of Ipsos Business Consulting, explained:
(CEO of Ipsos in
“Whilst Ipsos Business Consulting continues to provide advice
Asia Pacific) pointed out that, “Whilst
to clients on vital areas such as sales channel management,
initially we leveraged the portfolio of
Ipsos Deep See helps to expand the offering to further embrace
international clients (90% of our client
the sales teams within the Ipsos client base. At the heart of
base in 2000), we rapidly started working
the solution is the need for our teams to stand alongside the
with Chinese clients, which now account
client’s sales team well beyond the execution and reporting of
for 30% of our revenue. We are now in
an individual project. All of this helps to give Ipsos an edge over
a good position to help them grow their
competitors such as TNS and Millward Brown.”
Lifeng Liu
businesses throughout Asia.”
Colin Kinghorn, Head of Ipsos Business Consulting in
the Mekong Sub-region and Indonesia, added, “Ipsos Deep
See is not aimed at clients selling directly to consumers. It is
a product aimed firmly at
Ipsos Arrives in Kazakhstan!
B2B business units and
companies. What we
Ipsos is now in Kazakhstan!
should see are developing
Kazakhstan is the largest emerging
examples of Ipsos teams
market in Central Asia, and has been the
working with the client
focus of growing interest from both global
on the development and
and local companies in the last 3-4 years
updating of strategies
– particularly Russia and Turkey. Kazakhstan also serves as a
within the marketing and
hub for other countries in the region: Kyrgyzstan, Uzbekistan,
sales arena.”
Turkmenistan and Tajikistan.
Madi Aubakirov, Country Manager, said, “Central Asia
accounts for 60 million consumers. The economies in the region
have been showing outstanding growth rates. Market research
in Kazakhstan is growing fast, supported by local and foreign
companies’ needs for market understanding.”
Madi started his career in brand management at P&G
in 2003 before joining Samsung as Brand Manager. In his
latest position, he was Key Clients Sales Director at Nisco.
Our team in Kazakhstan also includes a field manager, a client
executive, an office assistant, an experienced moderator, 100+
interviewers and 20 seasoned supervisors. The office has the
best qualitative and CATI facilities in the country (10 stations).
Ipsos and Sina Jointly Released“Microblog White Paper of
Happiness”to Decipher the Formula to Happiness
November 20th. The E.D. of Ipsos in Greater China Xiaoxing Zhang was invited to and
attended the “Golden Kylin Forum” presented by finance.sina.com.cn. During the evening he
released and interpreted findings from “Cost of Happiness – Microblog White Paper”, the results
of the annual survey jointly launched by Ipsos and Sina to decipher the happiness formula. The
formula reads happiness=wealth, social security, emotional recognition, universal values, room
for development; and his speech revealed that housing, medical care, education and pensions
have become the hottest “keywords” when people consider “happiness”. These keywords are
also the “four big mountains” that affect happiness most in our modern era. Xiaoxing followed
New Deep See Navigation for Sales
Forces with Initial Launch in Ipsos AP
speeches given by Guowei Cao, Xiaochuan Zhou and Chuanzhi Liu.
Media outlets rushed to the forefront to report and comment on the release both in the
forum and later in the real estate and finance forum and round table conference that afternoon.
Ipsos Business Consulting has just launched a new
Zhiqiang Ren and opinion leaders from all walks of life involved themselves in a lively discussion
solution: Ipsos Deep See, which assists sales forces in
about happiness. Ipsos GC Managing Director Helen Lee, Liang Wang from 99Bill Corporation,
navigating market analysis and information.
Tianyong Guo, Finance Professor of Central University of Finance and Economics and some
益普索大中华区 Ipsos in Greater China
12/2012
10
新闻
news
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what they can do to maximize the success of those innovations
and their subsequent financial return,” says Jennifer Tsai,
Managing Director for Ipsos InnoQuest in Greater China. “Ipsos
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market, based on 40 years of innovation experience, and this is
encapsulated in our Innovation Performance Framework. Our
nine drivers of innovation success help marketers understand
what they need to do in terms of choosing the right markets
in which to innovate, establishing consumer demand for their
initiatives, and refining the development and execution of their
marketing strategies.”
The Innovation Potential Framework was specifically
designed to help clients understand their drivers of innovation
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has a strong point of view on what it takes to be successful in
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success and use them to their advantage. Built on three pillars –
Consumer Demand, Market & Execution, and Marketing Force –
the framework breaks out into nine drivers which are not only an
Soucre: The Secret of Happiness of Ipsos
representatives from the banking sector explored together the status and trends of financial
innovation and reform, and discussed mobile payment in the new economy.
important conceptual guide to
launching strong innovations,
but also a practical tool. The
nine drivers can be leveraged
Ipsos InnoQuest Establishes the New Innovation Performance
Framework － Nine Drivers of Success to Maximize Innovation
Potential
To help clients win in market, Ipsos InnoQuest has developed a new Innovation
Performance Framework that identifies nine drivers critical to innovation success. By using the
Innovation Performance Framework as a guide, marketers will be able to focus – and control –
the factors most likely to impact the success of their innovations.
specific driver can be simulated
to play “what if” scenarios to
help marketers optimize their
launches. With the Innovation
Performance Framework, Ipsos
InnoQuest offers clients a
validated tool for understanding
the market potential of their
“We’ve all heard it many times—most innovations fail in market. And with so much time,
effort and resources expended to develop and launch innovations, marketers need to know
Ipsos in Greater China
to forecast sales, and each
innovations and maximizing
their success.
Shanghai
Beijing
Guangzhou
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