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Meet The Gurus: How Mobile is Changing the Advertising World

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  • 1) The first personal mass mediaMajority of people don’t share with spouse2) Always carriedMajority of people sleep with mobile phone within arms reachStudy showed that the most frequent place mobile devices are used in the home is the bathroom3) Always on (connected)Intended to be always on for texts and calls, Great for alerts.TV might be left on but was not intended for that and is not always with you.PC might be always on and connected but not with youiPod might always be without but is not always on/connected.4) Has a built-in payment mechanismEvery phone sold from an operator has a built-in means of purchasing content, even goods and services known by the funny acronym of BoBo, or Billing on Behalf of. You pay for it and it is charged to your phone bill.5) Available at the point of creative inspirationShopping advice comparisonPhoto, post to social networkRecord thoughtsMessage friend when think of it6) Has the most accurate audience measurement7) Captures the social context of media consumption8) Allows augmented reality to be used in media9) Offers a digital interface to the real world
  • 1) The first personal mass mediaMajority of people don’t share with spouse2) Always carriedMajority of people sleep with mobile phone within arms reachStudy showed that the most frequent place mobile devices are used in the home is the bathroom3) Always on (connected)Intended to be always on for texts and calls, Great for alerts.TV might be left on but was not intended for that and is not always with you.PC might be always on and connected but not with youiPod might always be without but is not always on/connected.4) Has a built-in payment mechanismEvery phone sold from an operator has a built-in means of purchasing content, even goods and services known by the funny acronym of BoBo, or Billing on Behalf of. You pay for it and it is charged to your phone bill.5) Available at the point of creative inspirationShopping advice comparisonPhoto, post to social networkRecord thoughtsMessage friend when think of it6) Has the most accurate audience measurement7) Captures the social context of media consumption8) Allows augmented reality to be used in media9) Offers a digital interface to the real world

Transcript

  • 1. MOBILE AS THE 7TH MASS MEDIA1) Print: from the late 1400s (books, pamphlets, newspapers, magazines, etc.)2) Recordings: from the late 1800s (phonograph records, magnetic tapes, cassettes, cartridges, CDs, DVDs)3) Cinema: from about 19004) Radio: from about 19105) Television: from about 19506) Internet: from about 19907) MOBILE: from about 2000 Source: “Mobile as the 7th of Mass Media” by Tomi Ahonen ©2012 MOBCON ─ WHERE MOBILE MINDS CONNECT. ALL RIGHTS RESERVED. 2
  • 2. MOBILE USAGE IN PERSPECTIVENewspapers daily circulation 430 millionCable/satellite TV subscriptions 950 millionCars registered in use 975 millionFixed landline telephones 1.1 billionPCs in use including laptops and tablet PCs 1.3 billionEmail active users 1.4 billionTelevision sets 1.7 billionInternet active users (using any access) 2.2 billionCredit cards - unique owners of 1.8 billionBanking accounts - unique owners of 2.4 billionFM radio receivers 4.0 billionMobile phones - unique subscribers 4.0 billionMobile phones in use 4.8 billionMobile phone subscriptions in use 5.9 billionWorld Population 7 billion *Note: Could add/remove entries, could make into chart ©2012 MOBCON ─ WHERE MOBILE MINDS CONNECT. ALL RIGHTS RESERVED. 3
  • 3. WHAT IS UNIQUE ABOUT MOBILE?1) The first personal mass media2) Always carried3) Always on4) Has a built-in payment mechanism5) Available at the point of creative inspiration6) Has the most accurate audience measurement7) Captures the social context of media consumption8) Allows augmented reality to be used in media9) Offers a digital interface to the real world Source: Tomi Ahonen ©2012 MOBCON ─ WHERE MOBILE MINDS CONNECT. ALL RIGHTS RESERVED. 4
  • 4. MOBILE DEVICE CAPABILITIES*Note: list of the features of a mobile device:• Cellular Network• Bluetooth Network• Wi-Fi Network• Camera• Geolocation – GPS• Magnetometer - Digital compass• Gyroscope – Position in space• Accelerometer - movement detection• Microphone• Touchscreen and/or keyboard• Audio speaker• Ambient Light sensor• Proximity sensor – how close phone is to your face• Near field communication (NFC) – mobile payment*Note: compare to features of a PC*Note: These the are tools that are at your disposal when designing for mobile. ©2012 MOBCON ─ WHERE MOBILE MINDS CONNNECT. ALL RIGHTS RESERVED. 5
  • 5. MOBILE CONTEXT*Note: Describe mindset and environment for mobile device usage. ©2012 MOBCON ─ WHERE MOBILE MINDS CONNNECT. ALL RIGHTS RESERVED. 6