Mobile advertising has evolved from version 1.0 to 2.0, where permission, privacy, and preference (the 3 P's) are now central. Mobile advertising 2.0 asks users for their permission regarding what ads they receive and how their data is used, respects their privacy, and aims to deliver only relevant content based on their preferences. The document discusses these changes and demonstrates a live example of mobile advertising 2.0 that focuses on gaining the user's consent.

1. Ask, don’t tell - the golden rule for mobile advertising 2.0 Andrew Grill, Mobile Advertising Evangelist & Head of Business Development – Gigafone Future of Mobile 2008 - London www gapingvoid.com

2. The next 5:45 – just who is this Aussie blogger? www.London-Calling.org.uk

3. What we’ll cover Mobile advertising 1.0 vs 2.0 The 3 P’s of mobile advertising – Permission, Privacy, Preference Asking permission in the new world of mobile advertising LIVE demo – Mobile advertising 2.0

4. What is mobile advertising?

5. The Mobile Advertising Value Chain Advertisers / Brands Marketing Agencies & Media Buyers Enablers Content Providers Aggregators Device Makers Wireless Operators Subscribers Traditional Promotional Channels Advertisers need… Measurability Ability to track consumer engagement by counting clicks vs. displays Targeting Aggregated and specific customer information (e.g. age, gender, segment, lifestyle) Relevance Ads must be conveyed to the precise target in the right context … Location Information on the consumer location to increase relevance of ads

7. Mobile advertising 1.0

8. Mobile advertising 1.0

9. The 3 P’s of Mobile Advertising Permission - People will decide what they see/receive/engage with, so we need to ask their permission Privacy - People will decide where their data is and how it is used, so we need to respect their privacy Preference - People will decide what content they find relevant, so inference and assumption have a limited lifespan With thanks to Jonathan Macdonald

10. How do we ask the user’s permission and preference?

11. Andrew Grill www.andrewgrill.com/contact Follow the latest news at www.london-calling.org.uk http://LBS.andrewgrill.com Twitter: @andrewgrill