How mobile challenges everything we thought we knew about advertising
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Presentation Delivered 24 August 2009 at the Dialog Conference in Sweden. See http://bit.ly/dialogk for more information
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How mobile challenges everything we thought we knew about advertising
- 1. www gapingvoid.com This time…it’s personal. How mobile challenges everything we thought we knew about advertising Andrew Grill, Mobile Advertising Evangelist DIALOGKONFERANSEN 2009
- 2. Life is for sharing
- 3. “91% have the device within arms reach 24 x 7” Morgan Stanley 2007
- 4. “63% of Americans are not willing to share their mobile phone with anyone” Wired Magazine
- 5. “it takes an average of 26 hours for a user to notice and report a lost wallet… but...a lost phone is reported in just 68 minutes” Unisys Survey
- 6. iPhone statistic / reference goes here any analyst
- 7. What your mobile says about you
- 8. The MadMen need to change their approach
- 9. What’s wrong with this picture ?
- 10. The advertising world has to change
- 11. Ad avoidance
- 12. Imagine if advertising was personal
- 13. Radio with pictures – TV in 1941
- 14. The internet … on your mobile
- 15. Branded Utility
- 21. In call / idle screen
- 22. In call / idle screen
- 23. IBM augmented reality at Wimbledon
- 24. Campaigns must be measurable
- 26. Mobile Secrets
- 27. Mobile secret #1 “Mobile operators don’t collect the information advertisers need”
- 28. “Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile” VW CRM Manager May 2009
- 29. Informa /Ogilvy / Acision paper bit.ly/ad2020 “P&G spent just 0.17% of their advertising budget on mobile in 2008”
- 30. Mobile secret #2 “no-one ever got sacked for buying TV”
- 31. Concept of the “big ad“ on a 10cm screen? World Face/British Airways 1989
- 32. Mobile secret #3 “We’re a bit scared that mobile may expose the lack of transparency with TV ratings” Ad executive 2008
- 33. Subtle way of learning more about you
- 34. Mobile secret #4 “we’re not interested in CPM or click-through rates…we just want to sell products” Brand Manager FMCG 2008
- 35. “Ultimately advertising must sell...or else” David Ogilvy
- 36. Mobile secret #5 “we don’t need a mobile site”
- 39. WiFi login page for BT OpenZone
- 40. Mobile secret #6 “Small is beautiful with mobile”
- 41. The changing face of advertising Reach & Frequency RELEVANCY
- 42. Mobile secret #7 “Unless we heed the 3 Ps of mobile it will never take off as a medium”
- 44. Permission people will decide what they see / receive / engage with Privacy Preference
- 45. Permission Privacypeople will decide where their data is and how it is used Preference
- 46. Permission Privacy Preference people will decide what content they find relevant. Inference and assumption has a limited lifespan
- 47. A new name for mobile advertising? Sponsored Information
- 48. Mobile Advertising & Social Media www.LondonCalling.mobi Follow me on twitter.com/AndrewGrillToday’s slides bit.ly/grilldialogemail me via andrewgrill.com/contact+44 788 198 6694