Ask, don’t tell - the golden rule for mobile advertising 2.0 Andrew Grill, Mobile Advertising Evangelist & Head of Business Development – Gigafone Future of Mobile 2008 - London www gapingvoid.com
The next 5:45 – just who is this Aussie blogger? www.London-Calling.org.uk
What we’ll cover <ul><li>Mobile advertising 1.0 vs 2.0 </li></ul><ul><li>The 3 P’s of mobile advertising – Permission, Privacy, Preference </li></ul><ul><li>Asking permission in the new world of mobile advertising </li></ul><ul><li>LIVE demo – Mobile advertising 2.0 </li></ul>
The Mobile Advertising Value Chain Advertisers / Brands Marketing Agencies & Media Buyers Enablers Content Providers Aggregators Device Makers Wireless Operators Subscribers Traditional Promotional Channels Advertisers need… Measurability <ul><li>Ability to track consumer engagement by counting clicks vs. displays </li></ul>Targeting <ul><li>Aggregated and specific customer information (e.g. age, gender, segment, lifestyle) </li></ul>Relevance <ul><li>Ads must be conveyed to the precise target in the right context … </li></ul>Location <ul><li>Information on the consumer location to increase relevance of ads </li></ul>
The 3 P’s of Mobile Advertising <ul><li>Permission - People will decide what they see/receive/engage with, so we need to ask their permission </li></ul><ul><li>Privacy - People will decide where their data is and how it is used, so we need to respect their privacy </li></ul><ul><li>Preference - People will decide what content they find relevant, so inference and assumption have a limited lifespan </li></ul><ul><li>With thanks to Jonathan Macdonald </li></ul>
How do we ask the user’s permission and preference?
Andrew Grill www.andrewgrill.com/contact Follow the latest news at www.london-calling.org.uk http://LBS.andrewgrill.com Twitter: @andrewgrill
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