“Mobile advertising has been
over-hyped in the short-term but
under-hyped in the medium
to long term”
Sir Martin Sorrell
CEO WPP Group

“The next big wave in advertising
is the mobile internet”
Eric Schmidt
CEO Google

The Importance of Being Mobile
Source: Nokia Research Center

People Lust Love Their Mobiles
2x as many people would keep their mobile over their TV
78% of people have their mobiles on at all times
63% would refuse to lend their phone to a friend for the day
26 hours - average time to report a lost wallet
68 minutes - average time to report a lost mobile
Source: BBDO, Wireless Works: Exploring New Brand Connections, 2008

One Screen to Rule Them All
TV Personal Mobile Internet
households computers subscribers users
1.5B 900M 3.3B 1.3B
Source: International Telecommunication Union, 2008

Perfectly Practical Protocols
For Portable Promotions
Permission
Privacy
Preference

What Is This Mobile Strategy
of Which You Speak?
Deliver brand engagements
Build customer acquisition
Drive user activation

Case Study: Walkers Crisps

Ireland Mobile Penetration
Source: The Commission for Communications Regulations, Quarterly Key Data Report, September 2008

Ireland Mobile Usage
40,000
35,000
30,000
MMS Volumes (000s)
25,000
20,000
15,000
10,000
5,000
0
Source: The Commission for Communications Regulations, Quarterly Key Data Report, September 2008

Ireland Mobile Internet
Source: The Commission for Communications Regulations, Quarterly Key Data Report, September 2008

Western Europe Mobile Content
Source: Online Publishers Association, Going Mobile: An International Study of Content Use and Advertising on the Mobile Web, March 2007

“You have no way to interrupt
because they can choose
what they can do”
Andrew Robertson
CEO BBDO

Media Fracture
1965
You could reach 80% of the population
with 3 :60 second spots on TV
2008
You would need 120 prime time
commercials to reach that many people
Source: BBDO, Wireless Works: Exploring New Brand Connections, 2008
Images: http://flickr.com/photos/trekkyandy/178492203/, http://flickr.com/photos/sigalakos/2869118255/

Case Study: Barack Obama

Media, What’s It Good For?
INTERACTIVE
PC Mobile
Outdoor
ANONYMOUS PERSONAL
TV
Radio
DM
Print
STATIC

The 7th Wave of Mass Media
{
Print
Recordings
Cinema
Radio
TV
Internet
Mobile

Mobile Convergence

Case Study: Nike

What’s the Deal With This Whole
Mobile Thing Anyway?
Mobile Pros Mobile Cons
Personal User experience
Always there Intrusive
Always on Platform diversity
Built in payment mechanism Network costs
“Prosumption” Measurability shortcomings
Personalized
Social/Contagious

Want Some Ads With That Mobile?
Highly interested
Moderately interested
Source: Mobile Marketing Association, Mobile Marketing Attitude and Usage Study, 2008

Case Study: Blyk

The Mobile Platform Ecosystem

The Mobile Metrics Ecosystem

Measure Once,
Cut a Whole Bunch of Times
Measurability Issues Measurability Solutions
Client-side scripting Network cooperation
Cookies Link redirection
HTTP referral data HTTP header analysis
Caching issues Unique image beacons
Access point clarity Hand raising

“I know that half of my
advertising dollars are wasted…
I just don’t know which half”
John Wanamaker
The father of modern advertising

Thanks!
Mark Congiusta
Head of Interactive
Irish International BBDO/Proximity
mark.co@iibbdo.com
Twitter/Skype: interactivemark