The first screen

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  • 2002
  • St
  • International Telecommunications Union
  • study conducted by IPG Media Lab in partnership with video ad network YuMe
  • study conducted by IPG Media Lab in partnership with video ad network YuMehttp://gigaom.com/video/tv-viewer-distractions/
  • % of people who don’t want advertising mobileTime spent at home vs work vs “other”According to a survey conducted by mobile ad network Mojiva, over 60 percent of consumers report clicking on a mobile advertisement at least once a week.Permission basedIncentive basedLocation based
  • Last BniPhone took 2 months…
  • Japan, Korea and China have much higher usage of mobile social networks than Western countries, generally thanks to better mobile networks and data pricing (flat rate notably is widespread in Japan).[4] Most of them are extensions of PC-based services, but others are pure mobile-focused offerings. Examples are Cyworld (South Korea, web+mobile) and Tencent QQ (China, web+mobile). In Japan where 3G networks achieved over 80% user penetration, numerous other mobile SNS have popped up.25 milllion
  • MXit is perhaps the best testament to the growth potential and interest in the South African mobile media space. As the largest mobile social network on the African continent, MXit continues to expand its community by between 45 000 and 50 000 new users per day. It has more than tripled its user base to close on 37-million users in the last two years and has a bigger reach than any other social network in southern Africa, including Facebook and Twitter.
  • Sufficency. Do it all.
  • The first screen

    1. 1. Mobile Media Mindblast<br />06-03-11<br />Joseph Jaffe<br />jaffe@getthejuice.com <br />Twitter: @jaffejuice<br />(917) 603-4639<br />The THIRD Place<br />
    2. 2. Mobile Media Mindblast<br />06-03-11<br />Joseph Jaffe<br />jaffe@getthejuice.com <br />Twitter: @jaffejuice<br />(917) 603-4639<br />The THIRD Place<br />
    3. 3. 3<br />
    4. 4. 4<br />
    5. 5. New Media Social Media<br />CustomerExperience<br />What’s the Next Big Thing?<br />Writing the book on the future (3 times)<br />
    6. 6. The Median Age of the Network TV viewer is now 51<br />
    7. 7. 38% of mobile users have been disappointed with branded apps<br />
    8. 8. 8<br />TV, Web and Photography are collapsing <br />(not converging) into mobile<br />
    9. 9. 9<br />In search of a new screen<br />
    10. 10. Exit 17: The only constant is…<br />CHANGE<br />YES YOU CAN!<br />
    11. 11. From 4 P’s to 6 C’s<br />Content<br />Context<br />Custom-<br />ization<br />Consumer<br />Community<br />Commerce<br />Conversation<br />11<br />
    12. 12. 12<br />Context is King<br />
    13. 13. HOW<br />WHEN & WHERE<br />WHY<br />Storytelling with Purpose<br />WHAT<br />13<br />
    14. 14. 14<br />
    15. 15. The Internet isthe Integrator<br />To make into a whole by bringing all parts together; unify. <br />To join with something else; unite.<br />15<br />
    16. 16. 16<br />Is it Digital in the Center or the Center of Digital?<br />
    17. 17. 17<br />Hint: Those lines aren’t wires<br />
    18. 18. 18<br />Wireless = Wire less<br />The ITU expects mobile Web access – via laptops and smart mobile devices – to overtake desktop Web within the next five years (Feb, 2010)<br />
    19. 19. 19<br />Ubiquitous<br />
    20. 20. 20<br />
    21. 21. 21<br />Pervasive<br />
    22. 22. 22<br />
    23. 23. 23<br />Engaging<br />IPG Media Lab and YuMe, May 2011<br />
    24. 24. 24<br />According to a study conducted by IPG Media Lab and YuMe, more than 60% of all viewers watching TV spent time distracted by data applications on mobile devices<br />As a result, 63% of TV ad impressions were ignored, and just 25% of viewers were able to recall advertising they had seen<br />IPG Media Lab and YuMe, May 2011<br />
    25. 25. 25<br />Personal<br />Permission. Now. More than Ever before!<br />
    26. 26. 26<br />90% of texts are opened within 3 minutes<br />6.1 trillion SMS’ in 2010; est 10 trillion by 2013<br />
    27. 27. 27<br />Intimate<br />
    28. 28. 28<br />Fun in the bedroom? There’s an App for that!<br />
    29. 29. 29<br />“Apps” are truly unique to Mobile<br />Over 300K in App Store (10bn+ downloads)<br />Over 105K Android Apps (1bn+ downloads)<br />1,500-2,000 iPhone apps and 100-150 iPad apps that reached over 1m downloads since their launch*<br />* Quora/Xylogic - Estimate<br />
    30. 30. 30<br />Valuable<br />
    31. 31. 31<br />The “You” in R.U.E.<br />Kraft iFood Assistant<br />Nationwide Auto Insurance<br />35 million PCM’s a day!<br />
    32. 32. 32<br />
    33. 33. 33<br />What does your Digital Solar System™ look like?<br />
    34. 34. The 1-2 punch: Third screen; Third “place”<br />
    35. 35. 35<br />If size of screen and closeness to screen were any indicator of success, then movie advertising would be the biggest medium of them all<br />
    36. 36. 36<br />The Third Place<br />At a nationwide average drive-time of about 24.3 minutes, Americans now spend more than 100 hours a year commuting to work. <br />U.S. Census Bureau's American Community Survey, 2005<br />
    37. 37. The 1-2 punch: Third screen; Third “place”<br />The 1-2 punch: FIRST screen; FIRST “place”<br />South Africa at 57% of mobile only access to the Web vs 25% US (highest Egypt at 70%)<br />Source:On Device Research (December 2010)<br />
    38. 38. Business in “3D”: 3 marketplaces<br /> Physical x Digital x Mobile<br />All things being equal, you should be spending up to 33% of your total budget on mobile<br />
    39. 39. The C.O.S.T. Benefit Analysis of Mobile<br />39<br />
    40. 40. 40<br />
    41. 41. 41<br />Content<br />
    42. 42. 42<br />Context<br />10M downloads<br />
    43. 43. 43<br />
    44. 44. Augmented Reality<br />
    45. 45. 45<br />Customization<br />
    46. 46. 46<br />Conversation<br />
    47. 47. 47<br />Community<br />Class of 2010 / 2011<br />
    48. 48. 48<br />Commerce<br />m-commerce will reach US$119 billion in 2015<br />ABI Research, Feb 2010<br />
    49. 49. 49<br />One device to rule them all<br />
    50. 50. 50<br />
    51. 51. This is YOUR moment of truth<br />
    52. 52. Numerator<br />52<br />Denominator<br />
    53. 53. Building a Better Mousetrap<br />
    54. 54. People who liked this presentation, also liked:<br />Flip the Funnel<br />Change the game (or go home)<br />Life after the 30-second spot<br />Join the Conver-sation<br />www.jaffejuice.com<br />+1 917 603 4639 (to speak to me)<br />e-mail: jaffe@getthejuice.com <br />Twitter: @jaffejuice<br />54<br />
    55. 55. 10 Mobile Trends for 11 (Via Forrester)<br />Mobile/Social/Local Combinations will Explode but will Generate Little Revenue<br />2011 is the Year of the "Dumb" Smartphone User<br />The Mobile Fragmentation Problem will Continue<br />The "Apps vs. Internet" Debate Will Continue...to be Irrelevant<br />Mobile Marketing Spend will Surpass $1 Billion<br />Mobile Will Increasingly Prompt Users to Interact with Their Environment<br />The Attention to 4G will Vastly Outweigh the Impact of 4G Networks<br />Companies will Invest First in Convenient Services for Consumers<br />Casual Gaming Will Continue to Boom<br />"Mobile" Will Mean More than Mobile Phones<br />55<br />http://www.readwriteweb.com/mobile/2011/01/2011-mobile-trends-a-look-ahead.php<br />
    56. 56. 56<br />
    57. 57. Make point about 3 forms of advertising<br />Lbs<br />Permissio<br />Incentive<br />Make the point of mobile becoming more tv and pc/web based by the day (but apps are unique to mobile)<br />57<br />
    58. 58. 58<br />“Apps” are truly unique to Mobile<br />

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