MCA 2013 - Michiel Buitelaar - Sanoma

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MCA 2013 - Michiel Buitelaar - Sanoma

  1. 1. MOBILE ADVERTISING≠ ADVERTISING ON MOBILEMay 23, 2013Michiel Buitelaar, SanomaMobile Convention, Amsterdamwoensdag 22 mei 13
  2. 2. GOING SCREENSSmartphone Laptop/PC Tablet Televisionof all mediainteractions arescreen basedwoensdag 22 mei 13
  3. 3. GOING MOBILE SCREENS0%10%20%30%40%50%60%70%80%90%100%Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012SmartphoneTabletsource: Ipsos (Sanoma research February 2013)PENETRATION OF SMARTPHONE AND TABLET CONSUMERSGROWS EXPLOSIVELYdaily time spent onscreens is spreadover a growingamount of mobilescreenswoensdag 22 mei 13
  4. 4. “everytime theenvironment changes,we hasten to seeksecurity and comfortin the old environment”WALKINGBACKWARDSINTO THE FUTURE“what people see in thenew is always the oldthing - the rear viewmirror”woensdag 22 mei 13
  5. 5. web is not mobileTHE NEW IS NOT THE OLDmobile is not mobilewoensdag 22 mei 13
  6. 6. IS THERE SUCH THING AS ‘MOBILE’?iPhone Android iPad WebhomebinnenlandbuitenlandachterklapsporthomealgemeenoverigtechsporthomeachterklapalgemeenTV-gidstechhomealgemeenachterklapsporteconomiewoensdag 22 mei 13
  7. 7. MOBILE DEVICES RULE-50.000.000100.000.000150.000.000200.000.000250.000.000300.000.000350.000.000400.000.000450.000.00001-01-1001-02-1001-03-1001-04-1001-05-1001-06-1001-07-1001-08-1001-09-1001-10-1001-11-1001-12-1001-01-1101-02-1101-03-1101-04-1101-05-1101-06-1101-07-1101-08-1101-09-1101-10-1101-11-1101-12-1101-01-1201-02-1201-03-1201-04-1201-05-1201-06-1201-07-1201-08-1201-09-1201-10-1201-11-1201-12-1201-01-1301-02-13visit share SMN smartphone sites and appsvisit share SMN sites on smarthphone / tabletvisit share SMN sites on desktopwoensdag 22 mei 13
  8. 8. LOOK AT THEUNDERLYING NEEDSjobs to be done:do not ask the customerunderstand their habits,moods and emotionsuse data to discover patternscreate a relevant infrastructureto connect advertisers and consumerswoensdag 22 mei 13
  9. 9. TRIGGERS AND DIRECTIONSBASED ON A WEALTH OF INSIGHTScontent ‘consumption variations’targeting - geo, time, audienceclicks - to calendar, call, store,message, video, site, map, socialhow often & how smart do wemake use of this?woensdag 22 mei 13
  10. 10. THINK FRICTION(LESSNESS)mobile landing pageinput screensplatforms & formatswoensdag 22 mei 13
  11. 11. WRAP-UPmassive experimentingsector-wide learningserendipity‘nothing will work but some things might’‘we are not going from a world of business model to one ofbusiness model B, we are going from business model A tobusiness models B to Z’woensdag 22 mei 13
  12. 12. THANK YOUmichiel.buitelaar@sanomamedia.nl@buitelaarwoensdag 22 mei 13

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