wwwgapingvoid.comThis time…it’s personal. How mobile challenges everything we thought we knew about advertisingAndrew 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 hereany 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 advertisingReach & FrequencyRELEVANCY

Mobile secret #7“Unless we heed the 3 Ps of mobile it will never take off as a medium”

PermissionPrivacyPreference

Permissionpeople will decide what they see / receive / engage withPrivacyPreference

PermissionPrivacypeople will decide where their data is and how it is usedPreference

PermissionPrivacyPreferencepeople 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 Mediawww.LondonCalling.mobiFollow me on twitter.com/AndrewGrillToday’s slides bit.ly/grilldialogemail me via andrewgrill.com/contact+44 788 198 6694