Finding the sweet spot for mobile apps - what do consumers want from an application? Andrew Grill, Mobile & Social Media E...
What do consumers want from a mobile application? <ul><li>Works on my phone (no idea what model it is) </li></ul><ul><li>E...
What your mobile says about you
The MadMen need to change their approach
What’s wrong with this picture ?
The advertising world has to change
Ad avoidance
Imagine if advertising  was  personal
Branded Utility
Branded applications
Barclaycard waterslide game
Barclaycard waterslide game
Branded experiences
In game advertising
IBM augmented reality at Wimbledon
What does this mean for directory/location apps?
Finder / directory iPhone apps
Finder / directory iPhone apps
Yell.com iPhone app
Promotion – app store or direct?
Campaigns must be measurable
Mobile Secrets
Mobile secret #1 “ Mobile operators don’t collect the information advertisers need”
“ Volkswagen spend  ONE PERCENT of their DIGITAL budget on mobile” VW CRM Manager May 2009
“ P&G spent just 0.17% of their advertising budget on mobile  in 2008” Informa /Ogilvy / Acision paper  bit.ly/ad2020
Mobile secret #2 “ we’re not interested in CPM or click-through rates…we just want to sell products” Brand Manager FMCG 2008
“ Ultimately advertising must sell...or else” David Ogilvy
Mobile secret #3 “ we don’t need a mobile site”
 
 
Mobile secret #4 “ Small is beautiful with mobile”
The changing face of advertising
Mobile secret #5 “ Unless we heed the 3 Ps of mobile it will never take off as a medium”
Permission Privacy Preference
Permission people will decide what they see / receive / engage with Privacy Preference
Permission Privacy people will decide where their data is and how it is used Preference
Permission Privacy Preference people will decide what content they find relevant. Inference and assumption has a limited l...
Follow me on twitter.com/AndrewGrill Today’s slides bit.ly/grill118 email me via andrewgrill.com/contact +44 788 198 6694 ...
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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

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118 Tracker conference Andrew Grill

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