Andrew Grill Web Goes Mobile 09

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Slides presented on November 19th in Brussels at the Web Goes Mobile 4 conference http://webgoes

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Andrew Grill Web Goes Mobile 09

  1. 1. Mobile Apps: The Future of Mobile Advertising?<br />Andrew Grill, Digital Strategist<br />Web Goes Mobile Brussels November 2009<br />
  2. 2. What your mobile says about you<br />
  3. 3. The Mad Men need to change their approach<br />
  4. 4. What’s wrong with this picture ?<br />
  5. 5. The advertising world has to change<br />
  6. 6. Ad avoidance<br />
  7. 7. Imagine if advertising was personal<br />
  8. 8. What do consumers want from a mobile application?<br />Works on my phone (no idea what model it is)<br />Easy to download (app store vs direct)<br />Useful (I would use it regularly)<br />Free or low cost<br />Simple to use (I don’t read instructions)<br />Minimal branding or pop-ups<br />
  9. 9. Are apps the future for<br />Mobile advertising?<br />
  10. 10.
  11. 11. Bespoke mobile app<br />
  12. 12. Branded Utility<br />
  13. 13. Branded applications<br />
  14. 14. Barclaycard waterslide game<br />
  15. 15. Barclaycard waterslide game<br />
  16. 16. Branded experiences<br />
  17. 17. Bespoke mobile site<br />http://www.peugeot3008.mobi<br />
  18. 18. IBM augmented reality at Wimbledon<br />
  19. 19. Promotion – app store or direct?<br />
  20. 20. Campaigns must be measurable<br />
  21. 21. Mobile Secrets<br />
  22. 22. Mobile secret #1<br />“Mobile operators don’t collect the information advertisers need”<br />
  23. 23. “Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile”<br />VW CRM Manager May 2009<br />
  24. 24. Informa /Ogilvy / Acision paper bit.ly/ad2020<br />“P&G spent just 0.17% of their advertising budget on mobile in 2008”<br />
  25. 25. Mobile secret #2<br />“we’re not interested in CPM or click-through rates…we just want to sell products”<br />Brand Manager FMCG 2008<br />
  26. 26. “Ultimately advertising must sell...or else”<br />David Ogilvy<br />
  27. 27. Mobile secret #3<br />“we don’t need a mobile site”<br />
  28. 28.
  29. 29.
  30. 30.
  31. 31.
  32. 32.
  33. 33. Mobile secret #4<br />“Small is beautiful with mobile”<br />
  34. 34. The changing face of advertising<br />Reach & Frequency<br />RELEVANCY<br />
  35. 35. Mobile secret #5<br />“Unless we heed the 3 Ps of mobile it will never take off as a medium”<br />
  36. 36. Permission<br />Privacy<br />Preference<br />
  37. 37. Permission<br />people will decide what they see / receive / engage with<br />Privacy<br />Preference<br />
  38. 38. Permission<br />Privacypeople will decide where their data is and how it is used<br />Preference<br />
  39. 39. Permission<br />Privacy<br />Preference<br />people will decide what content they find relevant. Inference and assumption has a limited lifespan<br />
  40. 40. Mobile Advertising & Social Media<br />www.LondonCalling.mobi<br />Follow me on twitter.com/AndrewGrillemail me via andrewgrill.com/contact+44 788 198 6694<br />

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