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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 The first screen Presentation Transcript

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