0
MOBILE FIX - LIVEPrivate & Confidential – Copyright Addictive Ltd 2011
This is the chart that makes Mary Meeker redundantWe don’t need any more data – mobile is huge right nowPrivate & Confiden...
Having worked on the launch of home PC in the90s we   think computing has finally evolved – touch and voice               ...
And now PhabletsPrivate & Confidential – Copyright Addictive Ltd 2011
And because so many people use FB on their mobile   we think mobile and social are increasingly the same                  ...
GAFA drives the innovation and brands need help               navigating this new ecologyPrivate & Confidential – Copyrigh...
In a fragmented world you need smart advice –      otherwise you risk being stuck in the wrong placePrivate & Confidential...
Brands realising that an app isn’t the answer        Unless you are solving a very specific problemPrivate & Confidential ...
But so many still haven’t taken the simple steps to get          ready – what are people waiting for?Private & Confidentia...
“Mobile advertising sucks”Private & Confidential – Copyright Addictive Ltd 2011
We think mobile advertising is broken – its as if no-one cares   Why would waitrose advertise on the football pages of the...
Why make people wait for your message to load?Private & Confidential – Copyright Addictive Ltd 2011
and given 99% of people seeing this           And when you do get there the message is                       underwhelming...
We spent 20 mins on the Guardian mobile site & found                 every ad was ‘broken’ in some way           The ITV a...
When you click you can watch a trailer – or clickthrough  to FB for more info – or go get the ITV player appPrivate & Conf...
Taking you to the iTunes store    Which is fine – except I am using an android phonePrivate & Confidential – Copyright Add...
Zegna add kept coming up – no frequency capping so I                saw it maybe 30 timesPrivate & Confidential – Copyrigh...
Clicking brings up a nice picture and another click..Private & Confidential – Copyright Addictive Ltd 2011
Which opens a page not optimised for mobilePrivate & Confidential – Copyright Addictive Ltd 2011
The Hyatt ad has a more interesting messagePrivate & Confidential – Copyright Addictive Ltd 2011
But clicks through to a site that isn’t optimised for mobilePrivate & Confidential – Copyright Addictive Ltd 2011
P&G will get it right though…Private & Confidential – Copyright Addictive Ltd 2011
NoPrivate & Confidential – Copyright Addictive Ltd 2011
And amongst these brand apps we kept seeing Google     ads – with this one hinting at some targettingPrivate & Confidentia...
And we are seeing the most annoying desktop fprmats                  coming to mobilePrivate & Confidential – Copyright Ad...
There are good alternatives – FB allows precise          targeting and formats that fit with the flowPrivate & Confidentia...
Twitter doesn’t have the targeting but do have flow   formats – but couldn’t Sainsbury find something morePrivate & Confid...
$50bn Globally – Threat or Opportunity?Private & Confidential – Copyright Addictive Ltd 2011
TO THINK ABOUT….Private & Confidential – Copyright Addictive Ltd 2011
Q4 2012                                                              iPhone 5                                             ...
We are convinced tablets are a huge opportunity – but     few media owners or brands are creating bespoke                 ...
New software like Google Now are showing what can be  done by combining data to provide a great servicePrivate & Confident...
And Apple are aggregating brands loyalty and tickets etc             and layering services on topPrivate & Confidential – ...
&                          =                        &                          =        ?                        &        ...
Getting Mobile & Social right   gives you         stand out   from all the noise     Get it right and you can get competit...
IT’S TIME TO                                                 EXPERIMENT                                                 si...
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Media tel march 2013

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Transcript of "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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