3/ THIRD SCREEN
5 FIFTH DIMENSION
Wieden + Kennedy

where the iphone came from

evolution
before june 29, 2007 june 29, 2007 after june 29, 2007


“ The future is
already here.
Text
It's just not
very evenly
distributed. ”
—William Gibson

the first law of technology
With every change in technology that affects consumer
behavior, we always overestimate the impact in the short term,
but then underestimate the full impact over the long term.

signal vs noise

thresher
Vol. 1, Summer 2009
™

five freedoms
1. Freedom to ask questions
2. Freedom from eye-rolling
3. Freedom from bullshit
4. Freedom to not know the answer
5. Freedom from being distracted by someone on their smartphone
cool, let’s go.

loading .....

adoption
| a lot of people have cell phones

adoption
right now in the US there are...
254 million mobile subscribers
144 million have a data plan (sms, mms, internet)
& 95 million pay for access to
the internet specifically

adoption
Nielsen A2/M2 Three Screen Report
Monthly Time Spent (Hours:Minutes) 1Q 2009
K2-11 T12-17 A18-24 A25-34 A35-44 A45-54 A55-64 A65+
TV 108:45 104:24 116:47 144:09 151:52 175:42 195:01 210:52
DVR 5:50 5:06 5:47 12:12 11:19 9:40 9:14 4:28
Internet 5:21 11:32 14:19 31:37 42:35 39:27 35:49 28:34
Internet Video 1:45 2:50 5:07 4:32 3:29 2:45 1:44 1:22
Mobile Video n/a 6:30 2:53 3:37 3:15 3:15 2:10 n/a
Source: The Nielsen Company
6 HOURS AND 30 MINUTES

adoption
there are 64 million
subscribers in the US that
actively use mobile internet services
teens (13-17) spend over
6 hours a month
watching video on a mobile phone
1 in 5 American households
have only wireless phones
source:
Nielsen Mobile - Critical Mass - The Worldwie State of the Mobile Web
Nielsen - A2/M2 Three Screen Report 4th Quarter 2008
CDC - Wireless Substitution: Early Release of Estimates From the National Health Interview Survey

adoption
putting it in perspective
internet mobile internet
1996 2007
34 million users 24 million users
1997
}
100% YOY
2008
}
266% YOY
68 million users 64 million users

adoption
traditional mobile
Daily Users of
Top 100 Mobile News & Info
US Newspapers (excludes email, social media)
Daily Circulation
22MM+
27MM comScore: 1/09
Audit Bureau of Circulations

adoption
so that’s today.
but what about tomorrow?

adoption
how to read alphabet soup
{
umts universal mobile telecommunications system
3g hsdpa high-speed downlink packet access
evdo evolution-data optimized
3.5g { wimax 802.16
4g { lte long term evolution

adoption
gsm cdma 802.11b
edge cdma2000 802.11g
umts/hsdpa evdo 802.11n
lte wimax

adoption
so what?
by 2012, the big four will offer mobile broadband with
speeds up to 30x faster than today’s dsl and cable

adoption
trending topics: rfid
social
mobile apps
image recognition

adoption
more and more people are spending
more and more time with their phone.
the “third screen” is constantly borrowing
time from TV and the web.
we need to think about mobile differently
next: enter the 5th dimension

rfid
| radio frequency identification

rfid
rfid allows you to tag any object with an electronic signature
and it’s already used in credit cards, transit passes, and key-fobs

rfid
what would an rfid world look like?
like this:

rfid
Gamers can be given a unique RFID tag, in the form of a card,
token, or even integrated into a branded iPhone case.
This tag can be registered online and linked to a users Facebook
account or other online profile, and trigger displays at retail.

rfid
video:

rfid
we could...
1 2 3
start tagging our packaging give users tracking tokens in-store and ooh rfid readers
next: i know where you live. really, i do.

social
| welcome to the social (thanks microsoft)

social
32 million mobile subscribers accessed social
networking sites or blogs in May 2009.
18.6% of smartphone users on social networking
sites daily basis, 40.3% on monthly basis.
PC: 27.5 minutes per day, 2.3 visits
Mobile: 24.0 minutes per day, 3.3 visits

social
13.4MM watched video on their phone in Q1 2009
52% from Q1 2008
}
40.9MM captured their own clips
26.4MM sent a video directly to a phone May 2009
16.3MM uploaded a video to the web

social
what is twitter? and why do we care?
1) location based status updates
2) liberation in 140 characters of text

social
two years ago, the idea of sending a text message
to everyone was ridiculous
why would anyone want to do that?
today, messaging is public, multicast, and geo-tagged

social

social
place analytics

social
video:

social
we could...
1 2 3
leverage the social grid at use geo-location to create direct message individual
events in the real world social games users with unique offers
next: advertising? there’s an app for that.

mobile apps
| the mobile revolution

mobile apps
screen real estate is decreasing
40” hdtv 1920x1080
20” desktop 1680x1050
13” laptop 1280x800
9” netbook 1024x600
3.5” htc g1 320x480

mobile apps
apple has sold over 37MM mobiles that run on the iphone platform
(more ipod touches have been sold than iphones)
over 1.5 billion applications have been downloaded for iphone

mobile apps
an era of branded applications
75,000+ reviews 174,000+ reviews

mobile apps
but there exists another opportunity...
advertising within applications

mobile apps
video:

mobile apps
we can now push relevant, location-based
information out to mobile devices

mobile apps
video:

mobile apps
the new call to action:
Go to the Gamestop across the street and pick up a copy
of the game. Here are the directions. They have it in
stock, and it’s $5 cheaper than Best Buy this week.

mobile apps
we can...
1 2 3
geo-target ads across a create our own branded reach beyond simply the
wide range of applications applications and utilities mobile phone
next: how i learned to stop worrying and love the machines

image recognition
| a phone that sees everything

image recognition
qr codes may contain:
urls
text
phone numbers
contact cards
location information
calendar events
qr codes can represent 4,000+ characters of text in a single image

image recognition
video:

image recognition
Unfortunately, QR codes may never take off here in
the US. The carriers and handset manufacturers have
yet to decide on a standard.
But they may not need to...

image recognition
with the power of cloud computing, cell phones can now
recognize images in near real-time

image recognition
video:

image recognition
augmented reality
brightkite + layar

image recognition
what if...
what if your phone responded to the envrioment?
what if every box was tagged with a barcode?
what if qr codes appeared within a digital experience?
what could we do?

image recognition
we can...
1 2 3
tie physical retail goods and overlay brand/product provide consumers with
ooh to the virtual world information onto the world added utility
next: the material conditional

implications
| what does is it mean for consumers and you?

implications
i humans!
The machines will soon
take over.
We must learn to love our
robot masters.

implications
consumers will have new ways to
interact with marketing when
branding extends to multiple senses

implications
Consumers will delay product
research considerations and
investigate products closer to the
point of sale.
Retail and OOH communications
strategies will shift significantly as
they become personalized,
interactive experiences.

implications
New social interactions create new rules of etiquette
for consumers and brands.
Contextual insights are critical for effective marketing.

implications
People will perceive the world not just in terms of
place (3D) and time (4D), but to fifth dimension as
well — the cloud of pervasive data surrounding us.
Innovative marketers future weave all five of these
dimensions into compelling brand experiences.

thank you