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The mobile show   17 april 2012
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The mobile show 17 april 2012

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  • 1. BPG MAXUSDisruptive Technologies that create theUltimate Campaign18th April 2012
  • 2. Content • BPG Maxus • Why are we here today? • Doing some math • Maximizing the 4th screen advertising • Case studies •Q & A
  • 3. Named Global Media Agency of the year 2011Named Global Fastest Growing Agency in 2010
  • 4. BPG Maxus apply the Relationship Media thinking framework REACH ENGAGECONVERSE ENRICH
  • 5. Simplifying a sophisticated media equation
  • 6. Content • BPG Maxus • Why are we here today? • Doing some math • Maximizing the 4th screen advertising • Case studies •Q & A
  • 7. Probably because of the magnitude of Steve Jobs
  • 8. Probably because the entire world love tablets
  • 9. Probably because tablets are the fastest ramping mobile device * Source: Morgan Stanley - Tablet Demand and Disruption – February 2011 – page 13
  • 10. Probably because more brands are jumping into the pool * Source: Morgan Stanley - Tablet Demand and Disruption – February 2011 – page 16
  • 11. Probably because of the Middle Eastern’s tablet legacy Ipad 3 Dubai 2012 Flood Tablet Neo-Assyrian 7th century BC * Source: www.britishmuseum.org/explore/highlights/.../the_flood_tablet.aspx - Assyrian King Ashurbanipal (reigned 669-631 BC)
  • 12. Content • BPG Maxus • Why are we here today? • Doing some math • Maximizing the 4th screen advertising • Case studies •Q & A
  • 13. In the Gulf, the tablet market will continue growing by +21% More if: # Telecom operators decide to lower prices of their 3G data services # Demand emerges from commercial end-users * Source: Gulf News - January 27, 2012
  • 14. In the UAE, demand for tablets will be driven by home users 2011 2012 249,951 DEVICE SOLD 406,340 DEVICE SOLD +62% * Source: Gulf News - January 27, 2012
  • 15. 46% tablet owners are sharing their device INSIGHT 2012 406,340 DEVICE ONLY ~ 600 K USERS * Source: Nielsen Report - The Increasingly Connected Consumer: Connected Devices (revised October 2011)
  • 16. 48% tablet owners are “Early Adopters” INSIGHT 2012 406,340 DEVICE ONLY ~ 200 K Early Adopters * Source: Nielsen Report - The Increasingly Connected Consumer: Connected Devices (revised October 2011)
  • 17. Tablet owners are more likely to consume after viewing an ad INSIGHT 2012 406,340 DEVICE ONLY GREAT CONSUMERS * Source: Nielsen Report - The Increasingly Connected Consumer: Connected Devices (revised October 2011)
  • 18. One quick question How many brands are today looking at this kind of audience? ~ 600 000 consumers in the UAE (7%) with good disposable incomes ~ 200 000 early adopters Great consumers !
  • 19. Content • BPG Maxus • Why are we here today? • Doing some math • Maximizing the 4th screen advertising • Case studies •Q & A
  • 20. Why is it so critical to reach the “Early Adopters”? WORD OF MOUTH INFLUENCE THE MASS 8 to 15% FOR ANY BRANDS TRENDS SETTERS EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY LATE MINORITY 4th Screen 3rd Screen 2nd Screen 1st Screen
  • 21. Early adopters are not influenced by traditional advertising EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOP EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS RK ING EARLY ADOPTERS EARLY ADOPTERS OT WO N EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS
  • 22. They are ready to dialogue with brands & explore new horizons EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOP EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS
  • 23. In the Middle East, only 57% of the tablet owners are findingtheir apps useful (lowest of the world) – vs. the 97% in Asia * Source: Qualifa Sales Acceleration – Tablet user survey - 2011
  • 24. Need for developing apps that will enhance their experience USEFUL EARLY ADOPTERS ENTERTAIN EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOP EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EARLY ADOPTERS EDUCATE EARLY ADOPTERS CONNECT
  • 25. Content • BPG Maxus • Why are we here today? • Doing some math • The rise of the 4th screen in advertising • Case studies •Q & A
  • 26. Today consumers are bees - they fly from one brand to another * BRAND # 1 BRAND # 3 BRAND # 2 BRAND # 4 * Source: adding the Early Majority
  • 27. Let’s share some honey work available on the 4th screen
  • 28. Case study # HeinekenENTERTAIN * Source: YouTube = The Cannes Lions International Advertising Festival 2011 * Source: YouTube = The Cannes Lions International Advertising Festival 2011
  • 29. Case study # Audi CONNECT * Source: YouTube = The Cannes Lions International Advertising Festival 2011
  • 30. Case study # Domino’s Pizza USEFUL * Source: YouTube = The Cannes Lions International Advertising Festival 2011
  • 31. Case study # DisneyENTERTAIN
  • 32. Final questionAre you ready now todevelop a new kind ofrelationship with them?
  • 33. THANK YOU Grégory Bolle | Strategic Planning Head | BPG Maxus 4th Floor, MAF Tower | PO Box 121879 Dubai UAE T +971 4 324 4424 Ext 203 | F +971 4 324 2512 |M +971 50 435 4846 gregory@bpgmaxus.com | www.batespangulf.com | maxusglobal.com Insert presentation title on master slide033 insert date on master slide

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