Orange announces fusion of Orange Mobile Exposure research and TGI* database

Thursday, 21 July 2011

New fused Mobile Exposure data will act as a major catalyst for the adoption of mobile advertising as a medium within the marketing mix
Fused data gives advertisers and media agencies unparalleled insight into European mobile media trends and behaviours
Allows marketers to plan, execute and measure mobile advertising campaigns better and utilise ad formats more accurately than ever before
Consumers will benefit from targeted and accurate promotions that they choose to receive

From today the independent Orange Mobile Exposure data is fused with the TGI database, enabling the advertising industry with more insight than has been previously available. Until now advertisers have not been able to gain clear insight into how consumers are engaging with mobile, in the same way as they do for the six other established media types. The Orange data provides a detailed picture of mobile media usage, illustrating how, where and why mobile users access content, information and entertainment. By fusing with the traditional media, brand and product consumption information, available in the TGI study, advertisers and brands will be able to more deeply analyse audiences and target mobile marketing campaigns more effectively.

Combining the data sets allows marketers to see the complete picture with greater granularity of information than any existing tools. Orange Mobile Exposure allows advertisers to utilise deep insight into mobile media behaviours so they can know what type of content resonates with audiences, at what time of day and where they are most likely to access content across a range of industry sectors. The sectors covered include: automotive, fashion, beauty, electronics, computers, gaming, food and beverages, travel and leisure and insurance. For example when looking at mobile media users interested in the automotive sector, the UK data reveals:

59% regularly use their mobile browser
49% search for news content often
45% spend more than 10 minutes accessing mobile media when “out and about”
14% are interested in mobile advertising

The fusion allows advertisers to drill down further for insight against specific brands (over 7,000), and other types of media. For example in addition to the information above the fused data also reveals:

3% of UK population own a BMW Car
Of these 44% are mobile media users – (10% greater usage than consumers of other comparable automotive brands)
Mobile ad formats of most interest to this audience are: coupons (16%), sales promotions (11%), local information (11%) and sponsored games (9%)
As users of mobile media – this group also browses the internet more often from their PC (26%), watches more TV (16%) and goes to the cinema more often (15%) – information that allows advertisers and marketers to create synergies across multiple media forms

Luc Tran Thang, Vice President, Advertising, Orange group, comments, “Knowing customers is at the heart of our business and understanding consumer behaviour is at the core of an advertiser’s work. By making this information available we are able to act as a supportive partner to the advertising industry and encourage growth in the mobile market. This growth will mean more effective mobile advertising, which in turn is better for everyone – operators, advertisers and ultimately consumers who can reap the benefits of targeted promotions for those that want it.”

Jon Mew, Head of Mobile, Internet Advertising Bureau, commented: “Whilst mobile advertising had doubled in the last year, one of the main barriers stopping advertisers doing even more is a lack of understanding of consumer behaviour on mobile. This fusion will help be a catalyst for the industry, bringing together the excellent depth of a project like Exposure with TGI, a well used and respected survey. It will open the door to a whole new possible level of analysis for every advertiser and agency in the UK.”

George Dixon, Mobile Manager and Senior Digital Planner, MediaCom, GroupM, commented: “this tool will truly be of benefit with regard to our approach to planning” “As consumer mobile use continues to become even more widespread and varied, insight and understanding of who is using it and how is vital to aid our planning. Orange Mobile Exposure research has long offered us a unique view on this but with the ability to add it to our TGI planning tools is invaluable as it allows us to evaluate Mobile alongside other media.”

Will King, Head of Product and Development, Web and Mobile, Unanimis, said: “This is a really exciting development for the market. Good media planning begins with insight, and so far that is something that has been difficult for marketers in this space. Offering great audience insight through an established planning tool such as TGI gives advertisers a complete 360° view so that they can integrate mobile advertising effectively into the broader marketing mix.”

Advertisers and media agencies can access the Exposure data by contacting the Orange Advertising Network (Unanimis in the UK) and submitting a brief. For those, already subscribing to TGI, they can be provided with access to the fused database, free of charge upon request. Advertisers can receive a bespoke analysis and campaign insights based on their specified audience and sector. Unanimis can outline the potential and appeal of an audience for a particular brand – together with how they use mobile media, purchasing and social behaviour, preferred mobile media formats and m-commerce opportunities. For more information visit: http://www.unanimis.co.uk/orange-mobile-exposure-2010/

The new release of Orange Mobile Exposure research will be available in Q4 2011 with even greater insight into mobile media habits, including insight into tablet usage.

* About TGI
TGI is a survey of consumer usage habits, lifestyles, media exposure (print, TV, radio, outdoor, cinema, electronic) and attitudes that the advertising industry has utilised for a number of years (since 1969 in the UK) to help plan and execute their advertising strategies.
http://www.tgisurveys.com/

About Orange Mobile Exposure

Orange Mobile Exposure is an annual independent study conducted by TNS, now in its third year and nationally representative of the UK, France, Spain and Poland. Orange Mobile Exposure 2011 will be available in Q4 this year. It annually benchmarks consumer mobile media trends and generates intelligent data for the benefit of advertisers.
About Orange and Advertising

Orange acquired Unanimis in the UK in 2009 to form the ‘Orange Advertising Network’. Advertising remains a core part of the France Telecom Orange strategy. Today, the Orange Advertising Network has 123 million unique users* (March 2011, source: Comscore, NNR, Gemius) and Orange Advertising Network through its worldwide publishers and partners, can reach an audience of 731 million unique users (Comscore March 2011).

In March 2010, Orange signed a partnership with OpenX and has created a new online advertising exchange model designed to lead the evolution of online exchanges in Europe.

* (UK / FR / SP / PL / USH / LATAM)

About Orange

France Telecom-Orange is one of the world’s leading telecommunications operators with 170,000 employees worldwide, including 102,000 employees in France, and sales of 11.2 billion euros in the first quarter 2011. Present in 35 countries, the Group had a customer base of 215.9 million customers at 31 March 2011, including 141.6 million customers under the Orange brand, the Group’s single brand for internet, television and mobile services in the majority of countries where the company operates. At 31 March 2011, the Group had 156.7 million mobile customers and 13.9 million broadband internet (ADSL, fibre) customers worldwide. Orange is one of the main European operators for mobile and broadband internet services and, under the brand Orange Business Services, is one of the world leaders in providing telecommunication services to multinational companies.

With its industrial project, “conquests 2015″, Orange is simultaneously addressing its employees, customers and shareholders, as well as the society in which the company operates, through a concrete set of action plans. These commitments are expressed through a new vision of human resources for employees; through the deployment of a network infrastructure upon which the Group will build its future growth; through the Group’s ambition to offer a superior customer experience thanks in particular to improved quality of service; and through the acceleration of international development

France Telecom (NYSE:FTE) is listed on Euronext Paris (compartment A) and on the New York Stock Exchange.
For more information (on the internet and on your mobile): www.orange.com, www.orange-business.com, www.orange-innovation.tv
Orange and any other Orange product or service names included in this material are trade marks of Orange Brand Services Limited, Orange France or France Telecom.

For further information, please contact:

Orange

Jeff Sharpe, Orange group press office – +44 7887 620 901 jeff.sharpe@orange-ftgroup.com

Luke MacKay, Edelman, +44 203 047 2313 luke.mackay@edelman.com

Unanimis

Lainie Morrison, Unanims +44 7909 680263 Lainie.Morison@unanimis.co.uk