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video - usage

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

Orange Unrestricted group 1 current users male paym central london group 2 current users male paym pinner group 3 current users mixed payg mill hill group 4 current users female payg mill hill group 5 current users female paym birmingham group 6 lapsed/non users male paym central london group 7 lapsed/non users female payg pinner group 8 lapsed/non users male paym birmingham current user, 0 2 current user, orangecurrent user, vodafonecurrent user, 0 2 current user, orange current user, 3current user, t mobilecurrent user, orangecurrent user, t mobile previous user, t mobile previous user, 0 2 previous user, 3previous user, 0 2 non user, virginnon user, vodafonenon user, orange non user, t mobile interview 1 male, 21 vodafone paym birmingham interview 2 female, 45 vodafone payg birmingham interview 3 female, 36 Orange payg birmingham interview 4 male, 31 o 2 paym birmingham interview 10 male, 28 vodafone paym london interview 6 male, 38 vodafone paym london interview 7 male, 30 Orange paym london interview 8 male, 18 Orange paym london interview 9 female, 44 o 2 paym london interview 5 female, 27 3 paym london interview 1 female, 28, 3 payg birmingham interview 2 male, 48, Orange payg birmingham interview 3 female, 20, o 2 paym birmingham interview 4 male, 26, Orange paym birmingham interview 10 female, 21, 3 paym london interview 6 male, 25, Orange paym london interview 7 female, 26. vodafone paym london interview 8 male, 58, vodafone paym london interview 9 male, 35, t mobile payg london interview 5 male, 30, 3 paym london image unavailable voxpops depths media diaries walkabouts groups

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

Orange Unrestricted musi c playe r full web WAP mmsradio down - loads TV olderyounger awareness over 45 picture messaging ring tones ? video & full internet 25 – 45 yr olds some sharing ‘phone specific’ web ‘phone specific’ stuff under 25s synching bluetooth & infrared swapping & sharing

Orange Unrestricted usage under 25s25 – 45 year olds over 45 mainstream selective tentative

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

Orange Unrestricted who what where when why?

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

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

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

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

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

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

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

Orange Unrestricted 71% 59% 75% 90% midnight to 6am6am - 9am9am - noonnoon - 4pm4pm - 6pm6pm - midnight radio print TV media diary: based on ALL usage of mobile media and entertainment across the seven days when?

Orange Unrestricted 71% 59% 75% 90% 76% 73% midnight to 6am6am - 9am9am - noonnoon - 4pm4pm - 6pm6pm - midnight PC radio print TV media diary: based on ALL usage of mobile media and entertainment across the seven days when?

Orange Unrestricted PC mobile radio print TV mobile is the most accessed media channel from 12pm to 6pm media diary: based on ALL usage of mobile media and entertainment across the seven days when? 71% 59% 75% 90% 76% 73% 86% midnight to 6am6am - 9am9am - noonnoon - 4pm4pm - 6pm6pm - midnight

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

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

Orange Unrestricted amount of time spent on mobile media 3.5 hours

Orange Unrestricted mobile ad formats

Orange Unrestricted A past facing cost head on  pay per min or by usage  some ads (2-5% of pgs)  flat fee / capped  more ads (5-30% of pages) B now  bundled in fee  highest level ads(+30% of pages) C next

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

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

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

Orange Unrestricted Video

Orange Unrestricted banner advertising what the audience saw

Orange Unrestricted 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 banner advertising

Orange Unrestricted 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 sponsorship advertising - video

Orange Unrestricted 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 location based advertising Pizza Express 5m away 1 bedroom apartment W2 £350,000

Orange Unrestricted 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 idle screen advertising

Orange Unrestricted idle screen advertising

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

Orange Unrestricted guidelines & suggestions

Orange Unrestricted creative getting personal control

Orange Unrestricted Video

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

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

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

Orange Unrestricted to sum up 3.5 hours mobile media /week most activity in home #1 media noon - 6pm awareness & usage brandin g preferre d audienc e warm to ads ad formats get person al right control creativ e guidelines

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Orange Unrestricted 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