Dialog Conference Andrew Grill

www
gapingvoid.com
This time…it’s personal. How mobile challenges everything we thought we knew about advertising
Andrew Grill, Mobile Advertising Evangelist
DIALOGKONFERANSEN 2009

Life is for sharing

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

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

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

iPhone statistic / reference
goes here
any analyst

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

Radio with pictures – TV in 1941

The internet … on your mobile

Branded Utility

Branded applications

Barclaycard waterslide game

Branded experiences

In game advertising

In call / idle screen

IBM augmented reality at Wimbledon

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

Informa /Ogilvy / Acision paper bit.ly/ad2020
“P&G spent just 0.17% of their advertising budget on mobile in 2008”

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

Concept of the “big ad“ on a 10cm screen?
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

Subtle way of learning more about you

Mobile secret #4
“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 #5
“we don’t need a mobile site”

WiFi login page for BT OpenZone

Mobile secret #6
“Small is beautiful with mobile”

The changing face of advertising
Reach & Frequency
RELEVANCY

Mobile secret #7
“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
Privacypeople 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 lifespan

A new name for mobile advertising?
Sponsored Information

Mobile Advertising & Social Media
www.LondonCalling.mobi
Follow me on twitter.com/AndrewGrillToday’s slides bit.ly/grilldialogemail me via andrewgrill.com/contact+44 788 198 6694

Dialog Conference Andrew Grill

by Andrew Grill on Aug 24, 2009

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Dialog Conference Andrew Grill — Presentation Transcript