Tablets; Cure or Curse?Private & Confidential – Copyright Addictive Ltd 2011
Ever ridden a penny farthing? Me Neither. Whilst it looks like ananachronism, at one time it was the best way of getting f...
I worked on the launch of home computer in the UK for Compaq.People would say they didn’t want office equipment in their h...
The home PC was the best/only way to get access to info & toolspeople adopted strange behaviours – like control alt delete...
And juts like qwerty it seemed like ctrl alt del was here to stayPrivate & Confidential – Copyright Addictive Ltd 2011
But then along came touch – a natural way to access content andnavigate servicesPrivate & Confidential – Copyright Addicti...
Whilst shouting into phones on the apprentice seems odd, voice is alsoemerging as another way to interact with tabletsPriv...
Just as the modern racing cycle is the evolution of the pennyfarthing, the tablet is the highest form of computing – how i...
The iPod changing the music industry but in its first 6 quarters it soldnothing. Th iPhone changed mobile but sold just 10...
In the US around 20% of households have at least 1 tablets – in the UKover 6m people now have them – and they are selling ...
Themonopoloy of the iPad has been broken with the rise of 7inchdevices – the iPad mini and the Nexus 7Private & Confidenti...
And KindlesPrivate & Confidential – Copyright Addictive Ltd 2011
And now PhabletsPrivate & Confidential – Copyright Addictive Ltd 2011
Used for everything…..Ofcom data from last year shows the breadth of usage – when we talkwith people we see very different...
Used as well as everything elseBecause they are used when TV is on is very significant in our viewPrivate & Confidential –...
Tablets mean brands live in a fragmented world. Just a year agomaking it work on the iPad was enough. Now it requires it w...
Most publishers have ported their content overPrivate & Confidential – Copyright Addictive Ltd 2011
“Magazine publishers havebefore them what they have longdreamed of: an opportunity totransfer the magazine qualities ofdee...
“I got a glimpse of the future lastweekend with the Apple iPad. It isa wonderful thing…if you haveless newspapers and more...
But despite the early promise of rich content and lots of interactivityPrivate & Confidential – Copyright Addictive Ltd 2011
Most incumbents have stuck with their knitting – porting print contentwith little interactivityPrivate & Confidential – Co...
VIV had great promisePrivate & Confidential – Copyright Addictive Ltd 2011
But not deliveredPrivate & Confidential – Copyright Addictive Ltd 2011
Many traditional media owners have made a great success of tablets –but little innovationPrivate & Confidential – Copyrigh...
Start ups like Zite and Pulse curate content from trad sources but addvalue through personalisation – Pulse is rumoured to...
Flipboard has had huge success with innovative UX – but essentiallycurates other peoples content and social feedsPrivate &...
ZeeboxThe second screen innovation has come from startups rather thanestablished TV brandsPrivate & Confidential – Copyrig...
And the revenue streams from ecommerce mean startups can invest ingreat content that competes with Conde Nast etc ( which ...
BjorkBjorksiPad app for her album is really innovativePrivate & Confidential – Copyright Addictive Ltd 2011
And great artists like David Hockney are using the technologyPrivate & Confidential – Copyright Addictive Ltd 2011
But what about the ad industry?Private & Confidential – Copyright Addictive Ltd 2011
$50bn Globally – Threat or Opportunity?Agencies & brands have been slow to move money into digital – mobile& tablets. Peop...
But the economics are a disaster for content producers – analoguedollars turn into digital cents – and even less on mobile...
“Mobile advertising sucks”Steve Jobs was right – little creativity, annoying formats and notenough money or thought going ...
WE NEED FORMATS THATGO WITH THE FLOWINSTEAD OF INTERRUPTFormats that fit with the Flow – or Native ads – feel like the fut...
Facebook have lots of success stories around their new formats – mostof which fit with the flow on tablet and mobilePrivat...
Private & Confidential – Copyright Addictive Ltd 2011
Twitter sponsored tweets also fit with the FlowPrivate & Confidential – Copyright Addictive Ltd 2011
Google invented native ads – adwords fit so well with the flow 40% ofUK people didn’t know they were ads – the way Google ...
This stuff works…Increasing evidence that these new approaches workPrivate & Confidential – Copyright Addictive Ltd 2011
This stuff works   Of all impressions, nearly 5% led to an interaction   • Of all interactions, 12% clicked through to Fin...
This stuff worksPrivate & Confidential – Copyright Addictive Ltd 2011
Yet too many people look at tablets and start to build an appIf an app doesn’t solve a problem it wont get any tractionPri...
Branded content within an editorial environment is a smarter way forbrands to learn what works on tabletsPrivate & Confide...
Create brand                                          Remix the best                                    Propagate it    re...
This approach can sound small – but BMW did the original brandedcontent campaign before YouTUbe and Facebook and got 100m ...
The technique that defined film as a medium was the close up, with thiswrench an early example from a 1911 DW Griffiths fi...
IT’S TIME TO                                                 EXPERIMENT                                                 si...
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Remixed warc tablets - march 2013

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The deck I shared at the WARC conference Measuring Advertising Performance in London last weel. I have added some short notes on each slide to make it easier to follow.
We are convinced that developing addictive content and services for tablets is a huge opportunity for brands and media owners

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Remixed warc tablets - march 2013

  1. 1. Tablets; Cure or Curse?Private & Confidential – Copyright Addictive Ltd 2011
  2. 2. Ever ridden a penny farthing? Me Neither. Whilst it looks like ananachronism, at one time it was the best way of getting from one placeto another. The best bike of its time looks ridiculous nowPrivate & Confidential – Copyright Addictive Ltd 2011
  3. 3. I worked on the launch of home computer in the UK for Compaq.People would say they didn’t want office equipment in their home – butthe possibilities of CDRom and desktop publishing convinced somePrivate & Confidential – Copyright Addictive Ltd 2011
  4. 4. The home PC was the best/only way to get access to info & toolspeople adopted strange behaviours – like control alt delete.Just like thePenny Farthing Copyright Addictive thingsPrivate & Confidential –people did oddLtd 2011 to do what they needed to do
  5. 5. And juts like qwerty it seemed like ctrl alt del was here to stayPrivate & Confidential – Copyright Addictive Ltd 2011
  6. 6. But then along came touch – a natural way to access content andnavigate servicesPrivate & Confidential – Copyright Addictive Ltd 2011
  7. 7. Whilst shouting into phones on the apprentice seems odd, voice is alsoemerging as another way to interact with tabletsPrivate & Confidential – Copyright Addictive Ltd 2011
  8. 8. Just as the modern racing cycle is the evolution of the pennyfarthing, the tablet is the highest form of computing – how it was alwaysmeant to be.Private & Confidential – Copyright Addictive Ltd 2011
  9. 9. The iPod changing the music industry but in its first 6 quarters it soldnothing. Th iPhone changed mobile but sold just 10m units in the first 6qtrs – Confidential – Copyright Addictive Ltd 2011Private &the iPad sold nearly 40 million units
  10. 10. In the US around 20% of households have at least 1 tablets – in the UKover 6m people now have them – and they are selling incredibly wellPrivate & Confidential – Copyright Addictive Ltd 2011
  11. 11. Themonopoloy of the iPad has been broken with the rise of 7inchdevices – the iPad mini and the Nexus 7Private & Confidential – Copyright Addictive Ltd 2011
  12. 12. And KindlesPrivate & Confidential – Copyright Addictive Ltd 2011
  13. 13. And now PhabletsPrivate & Confidential – Copyright Addictive Ltd 2011
  14. 14. Used for everything…..Ofcom data from last year shows the breadth of usage – when we talkwith people we see very different reasons for buying – then repertoireexpands as they realise what Ltd 2011Private & Confidential – Copyright Addictivethey can do
  15. 15. Used as well as everything elseBecause they are used when TV is on is very significant in our viewPrivate & Confidential – Copyright Addictive Ltd 2011
  16. 16. Tablets mean brands live in a fragmented world. Just a year agomaking it work on the iPad was enough. Now it requires it works on iOsand Android, 7inch and Addictive Ltd 2011Private & Confidential – Copyright 10 inch screen, Apple, Google & Amazon
  17. 17. Most publishers have ported their content overPrivate & Confidential – Copyright Addictive Ltd 2011
  18. 18. “Magazine publishers havebefore them what they have longdreamed of: an opportunity totransfer the magazine qualities ofdeep immersion, high resolutionimages, long-form journalismand storytelling to a digitalformat” Nicholas Coleridge, Managing Director, Condé Nast UKEnthusiastic response from Print publishersPrivate & Confidential – Copyright Addictive Ltd 2011
  19. 19. “I got a glimpse of the future lastweekend with the Apple iPad. It isa wonderful thing…if you haveless newspapers and more ofthese…it may well be the savingof the newspaper industry” Rupert Murdoch, Chairman and Chief Executive, News CorporationEnthusiastic response from Print publishersPrivate & Confidential – Copyright Addictive Ltd 2011
  20. 20. But despite the early promise of rich content and lots of interactivityPrivate & Confidential – Copyright Addictive Ltd 2011
  21. 21. Most incumbents have stuck with their knitting – porting print contentwith little interactivityPrivate & Confidential – Copyright Addictive Ltd 2011
  22. 22. VIV had great promisePrivate & Confidential – Copyright Addictive Ltd 2011
  23. 23. But not deliveredPrivate & Confidential – Copyright Addictive Ltd 2011
  24. 24. Many traditional media owners have made a great success of tablets –but little innovationPrivate & Confidential – Copyright Addictive Ltd 2011
  25. 25. Start ups like Zite and Pulse curate content from trad sources but addvalue through personalisation – Pulse is rumoured to be sold shortly forover & Confidential – Copyright Addictive Ltd 2011Private $50m
  26. 26. Flipboard has had huge success with innovative UX – but essentiallycurates other peoples content and social feedsPrivate & Confidential – Copyright Addictive Ltd 2011
  27. 27. ZeeboxThe second screen innovation has come from startups rather thanestablished TV brandsPrivate & Confidential – Copyright Addictive Ltd 2011
  28. 28. And the revenue streams from ecommerce mean startups can invest ingreat content that competes with Conde Nast etc ( which is why CN areinvesting in ecommerce fashion brandPrivate & Confidential – Copyright Addictive Ltd 2011 FarFetch)
  29. 29. BjorkBjorksiPad app for her album is really innovativePrivate & Confidential – Copyright Addictive Ltd 2011
  30. 30. And great artists like David Hockney are using the technologyPrivate & Confidential – Copyright Addictive Ltd 2011
  31. 31. But what about the ad industry?Private & Confidential – Copyright Addictive Ltd 2011
  32. 32. $50bn Globally – Threat or Opportunity?Agencies & brands have been slow to move money into digital – mobile& tablets. People have to decide whether this shift is a threat or anopportunity – we think brands Ltd 2011Private & Confidential – Copyright Addictive should look at this as a huge opportunity
  33. 33. But the economics are a disaster for content producers – analoguedollars turn into digital cents – and even less on mobilePrivate & Confidential – Copyright Addictive Ltd 2011
  34. 34. “Mobile advertising sucks”Steve Jobs was right – little creativity, annoying formats and notenough money or thought going into mobile/tablet campaignsPrivate & Confidential – Copyright Addictive Ltd 2011
  35. 35. WE NEED FORMATS THATGO WITH THE FLOWINSTEAD OF INTERRUPTFormats that fit with the Flow – or Native ads – feel like the futureTraditional ads fit the flow - print ads or TV ads feel like part of thecontent they are within, whilst Ltd 2011Private & Confidential – Copyright Addictive banners ads block the flow
  36. 36. Facebook have lots of success stories around their new formats – mostof which fit with the flow on tablet and mobilePrivate & Confidential – Copyright Addictive Ltd 2011
  37. 37. Private & Confidential – Copyright Addictive Ltd 2011
  38. 38. Twitter sponsored tweets also fit with the FlowPrivate & Confidential – Copyright Addictive Ltd 2011
  39. 39. Google invented native ads – adwords fit so well with the flow 40% ofUK people didn’t know they were ads – the way Google use skippableads on YouTube is another great innovationPrivate & Confidential – Copyright Addictive Ltd 2011
  40. 40. This stuff works…Increasing evidence that these new approaches workPrivate & Confidential – Copyright Addictive Ltd 2011
  41. 41. This stuff works Of all impressions, nearly 5% led to an interaction • Of all interactions, 12% clicked through to Finnair.com to see fares with a possibility to purchase • Of all interactions, 60% clicked through to enter the competition Source; GooglePrivate & Confidential – Copyright Addictive Ltd 2011
  42. 42. This stuff worksPrivate & Confidential – Copyright Addictive Ltd 2011
  43. 43. Yet too many people look at tablets and start to build an appIf an app doesn’t solve a problem it wont get any tractionPrivate & Confidential – Copyright Addictive Ltd 2011
  44. 44. Branded content within an editorial environment is a smarter way forbrands to learn what works on tabletsPrivate & Confidential – Copyright Addictive Ltd 2011
  45. 45. Create brand Remix the best Propagate it relevant performing to Take proven through social content – Flow formats winners to other and see what designed to be and invest media gets traction shared behind themPrivate & Confidential – Copyright Addictive Ltd 2011
  46. 46. This approach can sound small – but BMW did the original brandedcontent campaign before YouTUbe and Facebook and got 100m viewsPrivate & Confidential – Copyright Addictive Ltd 2011
  47. 47. The technique that defined film as a medium was the close up, with thiswrench an early example from a 1911 DW Griffiths film. Prior to thiswas essentially theatre captured on one camera.The opportunity for brands is to define tablets as a medium – what’sour wrench? – Copyright Addictive Ltd 2011Private & Confidential
  48. 48. IT’S TIME TO EXPERIMENT simon@addictivemobile.com mobilefix@addictivemobile.com @addictivemobilePrivate & Confidential – Copyright Addictive Ltd 2011
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