SXSW 2010: Is App-vertising The Answer?

Is “App-vertising” The Answer?
March 13th 2010
Garrick Schmitt @gschmitt
garrick.schmitt@razorfish.com
Managing Director, Experience & Platforms, Razorfish

#Appvert
Twitter Backchannel

A) Developer?B) Designer?C) Advertiser?D) None Of The Above?

A) iPhone?B) Android?C) Blackberry?D) Palm?E) Nokia?F) More Than One? G) None Of The Above?

Why “App-vertising”?

Future Of Mobile Circa 2006
Photo Courtesy of Not So Fast, flicrk, http://www.flickr.com/photos/paul_hopkins/2770994169/sizes/l/

Future of Mobile 2008 A.iP
3+ Billion Apps In 2010
Photo Courtesy of Apple and http://www.collthings.co.uk/2009/06/cool-apple-app-wall.html
Photo Courtesy of Apple and http://www.collthings.co.uk/2009/06/cool-apple-app-wall.html

Our Panelists:Jake Marsh, Big In JapanTristan Walker, FoursquareAllison Mooney, MobileBehaviorSean Galligan, Flurry

Our “App” Economy

$4.2b Mobile App Revenue 200962%+ Projected For 2010 ($6.8b)$2.6b Spent In Mobile Ads 20095% ($140mm) Spent On Mobile Display Advertising
1) Gartner 2) Gartner 3) eMarketer 4) eMarketer

Messaging Dominates Today

How Big Is App-vertising For Your Companies?

What Is App-vertising?How Is It Different From Mobile Display, Message Or Search Advertising?

A Definition…

1. Ads Served Within Apps2. Apps Created By Brands3. Apps Sponsored By Brands4.Still To Come?

A Few Examples…

Levis & Dockers
Dockers created a “shakable” mobile advertisement that is presented within an iPhone application. The ad, which gets served as you progress through levels on games like iBowl and iGolf, allows the user to literally shake the phone to make a dancer wearing Docker’s khakis to dance.

Starbucks
Starbucks serves up a double shot with two iPhone apps: a virtual Starbucks card that allows people to pay by scanning an on-screen barcode and a MyStarbucks offering with geolocation.

GQ & Ralph Lauren
Ralph Lauren was the launch sponsor of GQ’s “Style Picks” app that features style tips and options from the men’s magazine and Ralph Lauren has a channel within the application that includes tips on style and grooming.

Charmin

Bravo & Foursquare
Pepsi and Foursquare team up for charity with every point added to the foursquare leaderboard will lead to Pepsi donating $0.04 to CampInteractive, an organization that helps empower inner-city youth through technology skills and mentoring.

Pepsi & Foursquare
Pepsi and Foursquare team up for charity with every point added to the foursquare leaderboard will lead to Pepsi donating $0.04 to CampInteractive, an organization that helps empower inner-city youth through technology skills and mentoring.

What Makes An App Successful?What Makes An Appvert Successful?

Is App-vertising Even The Right Model?

Shiny Object Syndrome?

What About Engagement?
Social Networking Apps Average
Nearly 20 Sessions
Per Month
News App Sessions Average Nearly
10 Minutes Per Session

Are App Stores Viable – Or “The” App Store?

Will Apps Rule Our Mobile Future? Is There Anything Better?

Garrick Schmitt @gschmittJake Marsh @jmarshTristan Walker @tristanwalkerAllison Mooney @allimooneySean Galligan@flurry

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SXSW 2010: Is App-vertising The Answer?

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