Presentation Delivered 24 August 2009 at the Dialog Conference in Sweden. See http://bit.ly/dialogk for more information

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

16. Branded applications

17. Barclaycard waterslide game

18. Barclaycard waterslide game

19. Branded experiences

20. In game advertising

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”

43. Permission Privacy Preference

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