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118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
118 Tracker conference Andrew Grill
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118 Tracker conference Andrew Grill

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Presentation by Andrew Grill at the 118 Tracker Awards in Edinburgh, 1 October 2009

Presentation by Andrew Grill at the 118 Tracker Awards in Edinburgh, 1 October 2009

Published in: Technology, Business
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  • 1. Finding the sweet spot for mobile apps - what do consumers want from an application? Andrew Grill, Mobile & Social Media Evangelist 118 Awards 2009
  • 2. What do consumers want from a mobile application?
    • Works on my phone (no idea what model it is)
    • Easy to download (app store vs direct)
    • Useful (I would use it regularly)
    • Free or low cost
    • Simple to use (I don’t read instructions)
    • Minimal branding or pop-ups
  • 3. What your mobile says about you
  • 4. The MadMen need to change their approach
  • 5. What’s wrong with this picture ?
  • 6. The advertising world has to change
  • 7. Ad avoidance
  • 8. Imagine if advertising was personal
  • 9. Branded Utility
  • 10. Branded applications
  • 11. Barclaycard waterslide game
  • 12. Barclaycard waterslide game
  • 13. Branded experiences
  • 14. In game advertising
  • 15. IBM augmented reality at Wimbledon
  • 16. What does this mean for directory/location apps?
  • 17. Finder / directory iPhone apps
  • 18. Finder / directory iPhone apps
  • 19. Yell.com iPhone app
  • 20. Promotion – app store or direct?
  • 21. Campaigns must be measurable
  • 22. Mobile Secrets
  • 23. Mobile secret #1 “ Mobile operators don’t collect the information advertisers need”
  • 24. “ Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile” VW CRM Manager May 2009
  • 25. “ P&G spent just 0.17% of their advertising budget on mobile in 2008” Informa /Ogilvy / Acision paper bit.ly/ad2020
  • 26. Mobile secret #2 “ we’re not interested in CPM or click-through rates…we just want to sell products” Brand Manager FMCG 2008
  • 27. “ Ultimately advertising must sell...or else” David Ogilvy
  • 28. Mobile secret #3 “ we don’t need a mobile site”
  • 29.  
  • 30.  
  • 31. Mobile secret #4 “ Small is beautiful with mobile”
  • 32. The changing face of advertising
  • 33. Mobile secret #5 “ Unless we heed the 3 Ps of mobile it will never take off as a medium”
  • 34. Permission Privacy Preference
  • 35. Permission people will decide what they see / receive / engage with Privacy Preference
  • 36. Permission Privacy people will decide where their data is and how it is used Preference
  • 37. Permission Privacy Preference people will decide what content they find relevant. Inference and assumption has a limited lifespan
  • 38. Follow me on twitter.com/AndrewGrill Today’s slides bit.ly/grill118 email me via andrewgrill.com/contact +44 788 198 6694 Mobile Advertising & Social Media www.LondonCalling.mobi

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