Dialog Conference Andrew Grill

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Presentation Delivered 24 August 2009 at the Dialog Conference in Sweden. See http://bit.ly/dialogk for more information

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Dialog Conference Andrew Grill

  1. 1. www<br />gapingvoid.com<br />This time…it’s personal. How mobile challenges everything we thought we knew about advertising<br />Andrew Grill, Mobile Advertising Evangelist <br />DIALOGKONFERANSEN 2009 <br />
  2. 2. Life is for sharing<br />
  3. 3. “91% have the device within arms reach 24 x 7”<br />Morgan Stanley 2007<br />
  4. 4. “63% of Americans are not willing to share their mobile phone with anyone”<br />Wired Magazine<br />
  5. 5. “it takes an average of 26 hours for a user to notice and report a lost wallet…<br />but...a lost phone is reported in just 68 minutes”<br />Unisys Survey<br />
  6. 6. iPhone statistic / reference <br />goes here<br />any analyst<br />
  7. 7. What your mobile says about you<br />
  8. 8. The MadMen need to change their approach<br />
  9. 9. What’s wrong with this picture ?<br />
  10. 10. The advertising world has to change<br />
  11. 11. Ad avoidance<br />
  12. 12. Imagine if advertising was personal<br />
  13. 13. Radio with pictures – TV in 1941<br />
  14. 14. The internet … on your mobile<br />
  15. 15. Branded Utility<br />
  16. 16. Branded applications<br />
  17. 17. Barclaycard waterslide game<br />
  18. 18. Barclaycard waterslide game<br />
  19. 19. Branded experiences<br />
  20. 20. In game advertising<br />
  21. 21. In call / idle screen <br />
  22. 22. In call / idle screen <br />
  23. 23. IBM augmented reality at Wimbledon<br />
  24. 24. Campaigns must be measurable<br />
  25. 25.
  26. 26. Mobile Secrets<br />
  27. 27. Mobile secret #1<br />“Mobile operators don’t collect the information advertisers need”<br />
  28. 28. “Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile”<br />VW CRM Manager May 2009<br />
  29. 29. Informa /Ogilvy / Acision paper bit.ly/ad2020<br />“P&G spent just 0.17% of their advertising budget on mobile in 2008”<br />
  30. 30. Mobile secret #2<br />“no-one ever got sacked for buying TV”<br />
  31. 31. Concept of the “big ad“ on a 10cm screen?<br />World Face/British Airways 1989<br />
  32. 32. Mobile secret #3<br />“We’re a bit scared that mobile may expose the lack of transparency with TV ratings”<br />Ad executive 2008<br />
  33. 33. Subtle way of learning more about you<br />
  34. 34. Mobile secret #4<br />“we’re not interested in CPM or click-through rates…we just want to sell products”<br />Brand Manager FMCG 2008<br />
  35. 35. “Ultimately advertising must sell...or else”<br />David Ogilvy<br />
  36. 36. Mobile secret #5<br />“we don’t need a mobile site”<br />
  37. 37.
  38. 38.
  39. 39. WiFi login page for BT OpenZone<br />
  40. 40. Mobile secret #6<br />“Small is beautiful with mobile”<br />
  41. 41. The changing face of advertising<br />Reach & Frequency<br />RELEVANCY<br />
  42. 42. Mobile secret #7<br />“Unless we heed the 3 Ps of mobile it will never take off as a medium”<br />
  43. 43. Permission<br />Privacy<br />Preference<br />
  44. 44. Permission<br />people will decide what they see / receive / engage with<br />Privacy<br />Preference<br />
  45. 45. Permission<br />Privacypeople will decide where their data is and how it is used<br />Preference<br />
  46. 46. Permission<br />Privacy<br />Preference<br />people will decide what content they find relevant. Inference and assumption has a limited lifespan<br />
  47. 47. A new name for mobile advertising?<br />Sponsored Information<br />
  48. 48. Mobile Advertising & Social Media<br />www.LondonCalling.mobi<br />Follow me on twitter.com/AndrewGrillToday’s slides bit.ly/grilldialogemail me via andrewgrill.com/contact+44 788 198 6694<br />

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