Media tel march 2013

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Media tel march 2013

  1. 1. MOBILE FIX - LIVEPrivate & Confidential – Copyright Addictive Ltd 2011
  2. 2. This is the chart that makes Mary Meeker redundantWe don’t need any more data – mobile is huge right nowPrivate & Confidential – Copyright Addictive Ltd 2011 are wherever you
  3. 3. Having worked on the launch of home PC in the90s we think computing has finally evolved – touch and voice controlled and with you all the timePrivate & Confidential – Copyright Addictive Ltd 2011
  4. 4. And now PhabletsPrivate & Confidential – Copyright Addictive Ltd 2011
  5. 5. And because so many people use FB on their mobile we think mobile and social are increasingly the same thingPrivate & Confidential – Copyright Addictive Ltd 2011
  6. 6. GAFA drives the innovation and brands need help navigating this new ecologyPrivate & Confidential – Copyright Addictive Ltd 2011
  7. 7. In a fragmented world you need smart advice – otherwise you risk being stuck in the wrong placePrivate & Confidential – Copyright Addictive Ltd 2011
  8. 8. Brands realising that an app isn’t the answer Unless you are solving a very specific problemPrivate & Confidential – Copyright Addictive Ltd 2011
  9. 9. But so many still haven’t taken the simple steps to get ready – what are people waiting for?Private & Confidential – Copyright Addictive Ltd 2011
  10. 10. “Mobile advertising sucks”Private & Confidential – Copyright Addictive Ltd 2011
  11. 11. We think mobile advertising is broken – its as if no-one cares Why would waitrose advertise on the football pages of the YEP &Private & Confidential99%+ wont click2011 given – Copyright Addictive Ltd shouldn’t the add work harder?
  12. 12. Why make people wait for your message to load?Private & Confidential – Copyright Addictive Ltd 2011
  13. 13. and given 99% of people seeing this And when you do get there the message is underwhelmingPrivate & Confidential – Copyright Addictive Ltd 2011
  14. 14. We spent 20 mins on the Guardian mobile site & found every ad was ‘broken’ in some way The ITV ad is integrated with other activityPrivate & Confidential – Copyright Addictive Ltd 2011
  15. 15. When you click you can watch a trailer – or clickthrough to FB for more info – or go get the ITV player appPrivate & Confidential – Copyright Addictive Ltd 2011
  16. 16. Taking you to the iTunes store Which is fine – except I am using an android phonePrivate & Confidential – Copyright Addictive Ltd 2011
  17. 17. Zegna add kept coming up – no frequency capping so I saw it maybe 30 timesPrivate & Confidential – Copyright Addictive Ltd 2011
  18. 18. Clicking brings up a nice picture and another click..Private & Confidential – Copyright Addictive Ltd 2011
  19. 19. Which opens a page not optimised for mobilePrivate & Confidential – Copyright Addictive Ltd 2011
  20. 20. The Hyatt ad has a more interesting messagePrivate & Confidential – Copyright Addictive Ltd 2011
  21. 21. But clicks through to a site that isn’t optimised for mobilePrivate & Confidential – Copyright Addictive Ltd 2011
  22. 22. P&G will get it right though…Private & Confidential – Copyright Addictive Ltd 2011
  23. 23. NoPrivate & Confidential – Copyright Addictive Ltd 2011
  24. 24. And amongst these brand apps we kept seeing Google ads – with this one hinting at some targettingPrivate & Confidential – Copyright Addictive Ltd 2011
  25. 25. And we are seeing the most annoying desktop fprmats coming to mobilePrivate & Confidential – Copyright Addictive Ltd 2011
  26. 26. There are good alternatives – FB allows precise targeting and formats that fit with the flowPrivate & Confidential – Copyright Addictive Ltd 2011
  27. 27. Twitter doesn’t have the targeting but do have flow formats – but couldn’t Sainsbury find something morePrivate & Confidential – Copyright Addictive Ltd 2011 say? interersting to
  28. 28. $50bn Globally – Threat or Opportunity?Private & Confidential – Copyright Addictive Ltd 2011
  29. 29. TO THINK ABOUT….Private & Confidential – Copyright Addictive Ltd 2011
  30. 30. Q4 2012 iPhone 5 Nexus 4 & 7 Kindle Fire iPad 4 & Mini Market still moving very quickly With millions of people getting new devices and faster Ubiquitous WiF connectionsPrivate & Confidential – Copyright Addictive Ltd 2011 4G
  31. 31. We are convinced tablets are a huge opportunity – but few media owners or brands are creating bespoke content and servicesPrivate & Confidential – Copyright Addictive Ltd 2011
  32. 32. New software like Google Now are showing what can be done by combining data to provide a great servicePrivate & Confidential – Copyright Addictive Ltd 2011
  33. 33. And Apple are aggregating brands loyalty and tickets etc and layering services on topPrivate & Confidential – Copyright Addictive Ltd 2011
  34. 34. & = & = ? & = ?We think the next generation of apps will deliver blended services? Why doesn’t someone combine all the travelPrivate & data in one app – trains, buses, bikes & taxis Confidential – Copyright Addictive Ltd 2011
  35. 35. Getting Mobile & Social right gives you stand out from all the noise Get it right and you can get competitive advantagePrivate & Confidential – Copyright Addictive Ltd 2011
  36. 36. IT’S TIME TO EXPERIMENT simon@addictivemobile.com mobilefix@addictivemobile.com @addictivemobilePrivate & Confidential – Copyright Addictive Ltd 2011

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