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What Is Marketing, 2010 Digiday Mobile
What Is Marketing, 2010 Digiday Mobile
What Is Marketing, 2010 Digiday Mobile
What Is Marketing, 2010 Digiday Mobile
What Is Marketing, 2010 Digiday Mobile
What Is Marketing, 2010 Digiday Mobile
What Is Marketing, 2010 Digiday Mobile
What Is Marketing, 2010 Digiday Mobile
What Is Marketing, 2010 Digiday Mobile
What Is Marketing, 2010 Digiday Mobile
What Is Marketing, 2010 Digiday Mobile
What Is Marketing, 2010 Digiday Mobile
What Is Marketing, 2010 Digiday Mobile
What Is Marketing, 2010 Digiday Mobile
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What Is Marketing, 2010 Digiday Mobile

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  • Hi all,

    This is Tina. Let me add some notes for Slide 5 entitled Six-second Billing that will be useful to understand how we got here - the here being mobile advertising. Yep, there is a history.
    ---------------------------
    Six second billing -1998 – I know exactly what I was doing at that moment – it was morning, the light streaming into my window, and Pointcast delivering me choice data.

    Telmex had delivered to the Americas 6 second billing – sub minute billing would change the game before their was a unified industry strategy to profitability for the ecosystem.

    Carriers in North America different from operators in Europe and Asia.
    US Carriers spent $BBBB buying spectrum – their revenue strategy depended on consumer subscriptions – which drove handsets in to commodity products and drove many mfgs to sell, go out of business, or drastically reduce US presence. Qualcomm, Moto, Ericsson, Casio, and more.

    6-second billing now reduced revenue – carriers betting on data to offset the loss and remain on track to cover the loans for the Spectrum buys.

    We all met in airport red carpet clubs and at industry conferences, considering – and a number of players buzzed advertising including ad supported phone calls – you’d listen to ad before making a call ; ) just might cover the cost of business

    The mandate to all corners of the industry was to tell every ad agency and brand marketer that mobile was a perfect direct marketing channel. Whether we believed it or not, the industry as a whole began evangelizing this game to agencies hoping for a pay off.

    Two problems: ONE: we all were just guessing and hoping – it seemed like a good idea

    TWO: that a) we didn’t share our millions and millions of dollars in consumer research that provided granular – molecular data on the consumer….. or the navigation routes through the complexity of the telecom industry with the ad agencies b) we let them figure out the game on their own and most are still trying to do so.
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  • 1. Keynote Panel: The Mobile Platform Implosion March 9, 2009 09:30 am Tina Whitfield, EquisGlobal www.EquisGlobal.com
  • 2. 2010 The Year We Make Contact Will I dream? by Tina Whitfield © 2009
  • 3. Of course you will. All intelligent beings dream. Nobody knows why. Arthur C. Clarke by Tina Whitfield © 2009
  • 4. How did mobile advertising begin? Un-earthing the dull utility of it all. by Tina Whitfield © 2009
  • 5. Six-second Billing by Tina Whitfield © 2009
  • 6. Of the leading New York-based papers alone, The New York Times and News Corp.'s The Wall Street Journal have adopted, and backtracked on, both models. Cablevision's Newsday on Thursday also announced that it is implementing a pay-for-access model. "Exactly how much paid content to hold back from our free sites will be a judgment call made daily by our management, whose mission should be to run the best free Web sites in our markets without compromising our ability to get a fair price from consumers for the expensive, unique reporting and writing that we produce each day," Steven Swartz, the president of Hearst newspapers , wrote in a staff memo obtained by the Journal. CNET ©2009 CBS Interactive Inc. by Tina Whitfield © 2009
  • 7. by Tina Whitfield © 2009 PROACTIVE REACTIVE
  • 8. 1950s 1960s 1970s 1980s 18% Inc Population Humanistic Ad Sci=Qualitative Psychographics Demographics Abstract Art Kodak Tri-speed 13% Inc Population Behaviorism Ad Sci=Eye Tracks Psychographics Demographics Pop Art Polaroid Instant 11% Inc Population Social Behaviors/Learn Ad Sci = Consumer Version Analysis Psychographics Demographics Pan Humanities Konica Auto Focus 10% Inc Population Psych Disorders Ad Sci = Triggers: Greed, Sex, Sloth, Psychographics Demographics Cultural Theory Sony Camcorder/Pixar Proc. Legend: Population Increase Psych Study Advertising Science Ad Factors Ad Factors Art Style of The Day Memory Capture Disrupter Disrupter Factor or Measurement Television TV Ratings Television TV Ratings by Tina Whitfield © 2009
  • 9. [ ] % Inc Population [ ] [ ] [ ] [ ] Art-Sci-Tech Move. Photo Web 1990s 2000s 2010s Ad Sci = Behavioral Targeting Pers. Computer/WWW Click-Throughs Television TV Ratings 13% Inc Population Emotional Learning Ad Sci = Linguistics Psychographics Demographics Massurealism Photo Floppy/CD 2005 Legend: Population Increase Psych Study Advertising Science Ad Factors Ad Factors Art Style of The Day Memory Capture Disrupter Disrupter Factor OR Measurement Pers. Computer/WWW Television TV Ratings [ ] % Inc Population [ ] Ad Sci = Web Eye Tracks Psychographics Demographics Art-Sci-Tech Movement Photo Web Ad Sci = Behavioral Targeting Pers. Computer/WWW Click-Throughs [ ] [ ] by Tina Whitfield © 2009
  • 10. Client: SEGA Primary Account Head Count: 55 Consultants Additional Account Head Count: 225 Consultants Focus: Ecommerce Focus: Broadband Multi-player Gaming Focus: Brand Marketing 200 UI Testers Apple Levis Strauss Visa Olympics GM Sabre/AA American Airlines United Airlines William-Sonoma Harley Davidson Walgreens Microsoft Sun Microsystems McDonalds LLBean Lincoln Center SAAB Audi ToysRUs 20 th Century Fox On, and on, and on…. marchFIRST: 10,000 Employees 72 Offices -Global Fixed Wireless Team by Tina Whitfield © 2009
  • 11. Client: Consumer Brand Focus: Ecommerce Focus: Mobile Marketing Focus: Brand Marketing Focus: Outdoor Marketing 200 UI Testers Wireless Carriers Mobile Ad Serving Service Mobile Content Developer, Aggregator, Publisher, Syndicator Handset Manufacturers Ad Serving Service Content OS Developer by Tina Whitfield © 2009
  • 12. Client: Consumer Brand Focus: Ecommerce Focus: Mobile Marketing Focus: Brand Marketing Focus: Outdoor Marketing UI Testers Wireless Carriers Mobile Ad Serving Service Mobile Content Developer, Aggregator, Publisher, Syndicator Handset Manufacturers Ad Serving Service Content OS Developer by Tina Whitfield © 2009
  • 13. "...[advertisers] have constrained budgets, and they are becoming more constrained. It’s usually out of the budget called “the new shit budget.” The key to mobile advertising is to get out of the new shit budget. We are never going to make it otherwise.” by Tina Whitfield © 2009 -- Tom Huseby Managing Partner SeaPoint Ventures Venture Partner, Oak Investment Partners Venture Partner, Hunt Ventures
  • 14. www.EquisGlobal.com [email_address] By Tina Whitfield © 2009

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