Dialog Conference Andrew Grill - Presentation Transcript
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
Barclaycard waterslide game
Branded experiences
In game advertising
In call / idle screen
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
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