WGM4 - Andrew Grill

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Seminar Web Goes Mobile 4 - presentation by Andrew Grill, London Calling

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WGM4 - Andrew Grill

  1. 1. Mobile Apps: The Future of Mobile Advertising? Andrew Grill, Digital Strategist Web Goes Mobile Brussels November 2009
  2. 2. What your mobile says about you
  3. 3. The Mad Men need to change their approach
  4. 4. What’s wrong with this picture ?
  5. 5. The advertising world has to change
  6. 6. Ad avoidance
  7. 7. Imagine if advertising was personal
  8. 8. What do consumers want from a mobile application? <ul><li>Works on my phone (no idea what model it is) </li></ul><ul><li>Easy to download (app store vs direct) </li></ul><ul><li>Useful (I would use it regularly) </li></ul><ul><li>Free or low cost </li></ul><ul><li>Simple to use (I don’t read instructions) </li></ul><ul><li>Minimal branding or pop-ups </li></ul>
  9. 9. Are apps the future for Mobile advertising?
  10. 11. Bespoke mobile app
  11. 12. Branded Utility
  12. 13. Branded applications
  13. 14. Barclaycard waterslide game
  14. 15. Barclaycard waterslide game
  15. 16. Branded experiences
  16. 17. Bespoke mobile site http://www.peugeot3008.mobi
  17. 18. IBM augmented reality at Wimbledon
  18. 19. Promotion – app store or direct?
  19. 20. Campaigns must be measurable
  20. 21. Mobile Secrets
  21. 22. Mobile secret #1 “ Mobile operators don’t collect the information advertisers need”
  22. 23. “ Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile” VW CRM Manager May 2009
  23. 24. “ P&G spent just 0.17% of their advertising budget on mobile in 2008” Informa /Ogilvy / Acision paper bit.ly/ad2020
  24. 25. Mobile secret #2 “ we’re not interested in CPM or click-through rates…we just want to sell products” Brand Manager FMCG 2008
  25. 26. “ Ultimately advertising must sell...or else” David Ogilvy
  26. 27. Mobile secret #3 “ we don’t need a mobile site”
  27. 33. Mobile secret #4 “ Small is beautiful with mobile”
  28. 34. The changing face of advertising
  29. 35. Mobile secret #5 “ Unless we heed the 3 Ps of mobile it will never take off as a medium”
  30. 36. Permission Privacy Preference
  31. 37. Permission people will decide what they see / receive / engage with Privacy Preference
  32. 38. Permission Privacy people will decide where their data is and how it is used Preference
  33. 39. Permission Privacy Preference people will decide what content they find relevant. Inference and assumption has a limited lifespan
  34. 40. Follow me on twitter.com/AndrewGrill Slides http://bit.ly/wgm4grill email me via andrewgrill.com/contact +44 788 198 6694 Mobile Advertising & Social Media www.LondonCalling.mobi

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