www
gapingvoid.com
This time…it’s personal. How mobile challenges
everything we thought we knew about advertising
Andrew Grill, Mobile Advertising Evangelist &
Head of Business Development – Gigafone LondonCalling.mobi
twitter @andrewgrill

LondonCalling.mobi

Life is for sharing
LondonCalling.mobi

“91% have the device
within arms reach 24 x 7”
LondonCalling.mobi
Morgan Stanley 2007

“63% of Americans are not
willing to share their mobile
phone with anyone”
LondonCalling.mobi
Wired Magazine

“it takes an average of 26
hours for a user to notice
and report a lost wallet…
a lost phone is reported in
68 mins”
LondonCalling.mobi
Unisys Survey

iPhone statistic / reference
goes here
LondonCalling.mobi
any analyst

What your mobile says about you
LondonCalling.mobi

The MadMen need to change their approach
LondonCalling.mobi

What’s wrong with this picture ?
LondonCalling.mobi

The advertising world has to change
LondonCalling.mobi

Ad avoidance
LondonCalling.mobi

World’s most successful mobile advertising campaign
LondonCalling.mobi

World’s most successful mobile advertising campaign
LondonCalling.mobi

LondonCalling.mobi

Imagine if advertising was personal
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Radio with pictures – TV in 1941
LondonCalling.mobi

The internet … on your mobile
LondonCalling.mobi

What’s happening now?
LondonCalling.mobi

Branded applications
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Branded experiences
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In game advertising
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In call / idle screen
LondonCalling.mobi

In call / idle screen
LondonCalling.mobi

GeoVector - Surf the Whole Wide World™
Your phone is a “world mouse”
LondonCalling.mobi

Making campaigns measurable
LondonCalling.mobi

Mobile secret #1
“Mobile operators don’t
collect the information
advertisers need”
LondonCalling.mobi

“Volkswagen spend
ONE PERCENT of their DIGITAL
budget on mobile”
VW CRM Manager May 2009
LondonCalling.mobi

Mobile secret #2
“no-one ever got sacked
for buying TV”
LondonCalling.mobi

Concept of the “big ad”…on a 10cm screen
LondonCalling.mobi
World Face/British Airways 1989

Mobile secret #3
“We’re a bit scared that
mobile may expose the
lack of transparency with
TV ratings”
Ad executive 2008
LondonCalling.mobi

Mobile as your
remote
control in the
multiverse LondonCalling.mobi

Subtle way of learning more about you
LondonCalling.mobi

Mobile secret #4
“we’re not interested in
CPM or click-through
rates…we just want to sell
products”
Brand Manager FMCG 2008
LondonCalling.mobi

“Ultimately advertising must sell...or else”
David Ogilvy
LondonCalling.mobi

Mobile secret #5
“Small is beautiful with
mobile”
LondonCalling.mobi

The changing face of advertising
LondonCalling.mobi

Mobile secret #6
“Unless we heed the 3 Ps
of mobile it will never take
off as a medium”
LondonCalling.mobi

Permission
Privacy
Preference
Inference and assumption has a limited lifespan
LondonCalling.mobi

A new name for mobile advertising?
LondonCalling.mobi

Mobile Advertising Blog
www.LondonCalling.mobi
Follow me on twitter.com/AndrewGrill
email me via andrewgrill.com/contact
+44 788 198 6694
LondonCalling.mobi
twitter @andrewgrill