Mobile now and next for AdTech Tokyo 2011

1. >DRIVING MOBILE OPPORTUNITY GLOBALLY
THE CHALLENGES AND OPPORTUNITIES OF EMBRACING MOBILE MARKETING
<< CHALLENGES
OPPORTUNITIES
> DEAN DONALDSON
GLOBAL DIRECTOR OF MEDIA INNOVATION
@deandonaldson © 2010 MediaMind Technologies Inc. | All rights reserved
© 2011 MediaMind. A division of DG
Tuesday, 25 October 11

2. It’s Sunny
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Tuesday, 25 October 11

3. It’s Rainy
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Tuesday, 25 October 11

4. It’s Snowy
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Tuesday, 25 October 11

5. It’s Ringing!
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Tuesday, 25 October 11

6. more people
in japan now
surf the web
from a mobile phone
than from a PC
I-Igma
© 2011 MediaMind. A division of DG
Tuesday, 25 October 11

7. 6Eb
GLOBAL MOBILE DATA
=6Petabytes
Internet
6 Exabytes = 6M Terabytes
1,000 x WHOLE INTERNET
© 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

8. 2010 US Ad Spend in $Bn
90
x1.2 84
68 70
45
x2 50
23
26
0
1
Mobile
x3
Online 3
TV
2010 Mobile
Online
TV
2015
© 2011 MediaMind. A division of DG
Tuesday, 25 October 11

9. 2010 US Ad Spend in $Bn
90
84
$500
68 70
45
50
23
bn
26
0
1
Mobile
Online 3
TV
2010 Mobile
Online
TV
2015
© 2011 MediaMind. A division of DG
Tuesday, 25 October 11

10. Global Ad Economy (Millions)
600
382
450
370
300
150
0 130 196
2010
2015
Digital Non-Digital
© 2011 MediaMind. A division of DG
Tuesday, 25 October 11

11. Global Ad Economy (Millions)
600
1/3
382
450
370
300
150
0 130 196
2010
2015
Digital Non-Digital
© 2011 MediaMind. A division of DG
Tuesday, 25 October 11

12. Consumer Replacement
mobile: 12-18 months
laptop: 3-4 years
television: 7-10 years
6 months
Tuesday, 25 October 11
© 2011 MediaMind. A division of DG

13. 500 million
smartphones a year are
going to be sold over time
Steve Balmer
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Tuesday, 25 October 11

14. 2x
as TV | as PC
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Tuesday, 25 October 11

15. 6x
penetration
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Tuesday, 25 October 11

16. Cross Channel Campaign
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Tuesday, 25 October 11

17. Fact #1
Evenings are most
effective
for mobile advertising
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Tuesday, 25 October 11

18. Fact #2
apple
TRUMPS
android
© 2011 MediaMind. A division of DG
Tuesday, 25 October 11

19. Fact #3
CTR
more
clicks
than your PC
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Tuesday, 25 October 11

20. © 2011 MediaMind. A division of DG
Tuesday, 25 October 11

21. © 2011 MediaMind. A division of DG
Tuesday, 25 October 11

22. © 2011 MediaMind. A division of DG
Tuesday, 25 October 11

23. © 2011 MediaMind. A division of DG
Tuesday, 25 October 11

24. <10%
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Tuesday, 25 October 11

25. `
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Tuesday, 25 October 11

26. Location, Location
Location!
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Tuesday, 25 October 11

27. data shows
consumers engage with ads in
desktop
applications for longer
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Tuesday, 25 October 11

28. Impact:
changing the train of
thought © 2011 MediaMind. A division of DG
Tuesday, 25 October 11

29. Personal Web
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Tuesday, 25 October 11

30. Personal Web
60/40
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Tuesday, 25 October 11

31. Personal Web
60/40
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Tuesday, 25 October 11

32. 50%
Social Interaction
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© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

33. 80%
Social Interaction
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© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

34. Social Interaction
100%
© 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

35. Evolution
content + apps + ads
© 2011 MediaMind. A division of DG
Tuesday, 25 October 11

36. © 2011 MediaMind. A division of DG
Tuesday, 25 October 11

37. Media migration
‣ Personal TV 2010
VOD across multiple devices
Locations tailored to individual
‣ Web TV
Computer as interactive TV set
User generated content
‣ Digital TV
TV set as display device
High Definition architecture
‣ Analogue TV
Centralized, passive, limited choice
Single location viewing
1980
© 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

38. 2015 Global Mobile TV
$264m
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Tuesday, 25 October 11

39. © 2011 MediaMind. A division of DG
Tuesday, 25 October 11

40. © 2011 MediaMind. A division of DG
Tuesday, 25 October 11

41. © 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

42. beyond the
browser
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Tuesday, 25 October 11

43. © 2011 MediaMind. A division of DG
Tuesday, 25 October 11

44. 60/40
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Tuesday, 25 October 11

45. €£$
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Tuesday, 25 October 11

46. 60%
v.5%
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Tuesday, 25 October 11

47. apps
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Tuesday, 25 October 11

48. HTML5
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Tuesday, 25 October 11

49. 2015 eReader user base
= daily readership of newspapers
+ people who buy books
combined
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Tuesday, 25 October 11

50. 2016
ePaper $1
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© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

51. 2011 MOBi award for best iPad/Tablet ad
First ‘Gamified’ HTML5 Rich Media ad
© 2011 MediaMind. A division of DG
Tuesday, 25 October 11

52. of under 15’s by 2015 will all use
50%
touchscreens
© 2008 Eyeblaster. All rights reserved
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Tuesday, 25 October 11

53. © 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

54. compare amazon
instantly
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Tuesday, 25 October 11

55. © 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

56. © 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

57. Air Tagging
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58. visualization of search
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Tuesday, 25 October 11

59. 2017
“human? How may I help you,
”
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Tuesday, 25 October 11

60. personally
identifiable © 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

61. © 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

62. © 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

63. payment
system
2015
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© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

64. $$$
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Tuesday, 25 October 11

65. Sensory surround
((( (
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Tuesday, 25 October 11

66. Smart Appliances
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Tuesday, 25 October 11

67. ∞=1
Tuesday, 25 October 11
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68. 1=1
Tuesday, 25 October 11
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69. © 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

70. © 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

71. 1=∞
{ ubiquitous computing (ubicomp) }
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Tuesday, 25 October 11

72. Smart Tags
RFID
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73. 2012
1 TRILLION
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74. © 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

75. © 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

76. © 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

77. © 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

78. Science Fiction or Fact?
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Tuesday, 25 October 11

79. Science Fiction or Fact?
• Chips linked to Internet
Active up to 500m radius
• Wave-and-Pay + GPS
© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

80. Science Fiction or Fact?
• Chips linked to Internet
Active up to 500m radius
• Wave-and-Pay + GPS
Personal Identification Device (PID)
= targeted ads
© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

81. © 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

82. © 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

83. Toshiba
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© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

84. [data]
© 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Tuesday, 25 October 11

85. Tuesday, 25 October 11
3?
screens
© 2011 MediaMind. A division of DG

86. © 2011 MediaMind. A division of DG
Tuesday, 25 October 11

87. Going to ‘the Flicks’
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Tuesday, 25 October 11

88. Power of XBox in the palm of your hand
© 2011 MediaMind. A division of DG
Tuesday, 25 October 11

89. reinventing the
remote control
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Tuesday, 25 October 11

90. most looked at screen in home
2nd
is the mobile
© 2008 Eyeblaster. All rights reserved
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Tuesday, 25 October 11

91. © 2011 MediaMind. A division of DG
Tuesday, 25 October 11

92. © 2011 MediaMind. A division of DG
Tuesday, 25 October 11

93. Online. Mobile. Out of Home.
© 2011 MediaMind. A division of DG
Tuesday, 25 October 11

94. thank you!
www.mediamind.com
dean.donaldson@mediamind.com
917.640.3095
@deandonaldson
@mediamind
@dgitnetwork
© 2011 MediaMind. A division of DG
Tuesday, 25 October 11