The document summarizes Bill Gross' view that the current moment presents a "perfect storm of opportunity" for technology businesses, especially in mobile and local services. It outlines how mobile devices act as a "remote control to our lives" and how we increasingly use mobile for directions, advice, finding places and people. It argues we are entering a transformative period for mobile, similar to when movie cameras began allowing movement, revolutionizing storytelling. Overall the document promotes the opportunities in mobile personalization, dynamic and location-based advertising, predicting user intent, and more to engage users based on where they are, what they want in the moment.
With more than 2 billion monthly active users, Facebook is undeniably the most popular social network in the world. But how much do you know about the other platforms making their way to the top?
Disrupting the world's social landscape, these companies are rivaling the top players with new features, often uniquely tending to the needs of niche markets.
Apps and Ads – The mobile app economy is a maturing ecosystem, and top brands, agencies, publishers and developers are combining the power of apps with new forms of advertising to create great campaigns that engage consumers in the mobile moment.
The Mobile Media Summit kicked off in 2015 with its third annual event in San Francisco. This year’s theme is “Apps and Ads” where top brands and agencies discuss how they are using apps in the marketing mix and focusing on making money in the hot mobile media landscape.
Mobile Myth Busters
Mobile advertising is unique and introduces a number of new challenges for digital media professionals. One of the biggest challenges is wading through all the noise and data to separate fact from fiction. This session explores the myths vs. the realities of mobile media. It covers topics ranging from tracking to targeting, including the key players, products, and pricing models in the mobile media landscape.
With more than 2 billion monthly active users, Facebook is undeniably the most popular social network in the world. But how much do you know about the other platforms making their way to the top?
Disrupting the world's social landscape, these companies are rivaling the top players with new features, often uniquely tending to the needs of niche markets.
Apps and Ads – The mobile app economy is a maturing ecosystem, and top brands, agencies, publishers and developers are combining the power of apps with new forms of advertising to create great campaigns that engage consumers in the mobile moment.
The Mobile Media Summit kicked off in 2015 with its third annual event in San Francisco. This year’s theme is “Apps and Ads” where top brands and agencies discuss how they are using apps in the marketing mix and focusing on making money in the hot mobile media landscape.
Mobile Myth Busters
Mobile advertising is unique and introduces a number of new challenges for digital media professionals. One of the biggest challenges is wading through all the noise and data to separate fact from fiction. This session explores the myths vs. the realities of mobile media. It covers topics ranging from tracking to targeting, including the key players, products, and pricing models in the mobile media landscape.
Digital marketing trends: Top consumer trends and new Brand Engagement Rules Ioana Barbu
What makes consumers react and shop today, in a more and more digital world? Here are 5 top trends you need to follow in order to make sure you engage with your audience they way they need and expect you to.
What's Next: Social Commerce - from transaction to truly socialOgilvy Consulting
Social is the most important contributor to e-commerce and a social commerce strategy should definitely be more than paid ads on social. Social, Messaging and E-Commerce platforms are all evolving to connect more deeply social interactions to commerce. Looking through the super rich Asia landscape what are all the different types of Social Commerce? How brands can develop, evolve their approach and capitalise on the real value of social.
The 10 Fallacies, Myths and Legends of Planning for Digital – With an Extra S...VCU Brandcenter
Jonathan Lee, Managing Director, Marketing Strategy at Huge, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning, on July 18th, 2013 at the VCU Brandcenter in Richmond.
The Future of Mobile Marketing: 20 Expert Predictions For 2015Invoca
In this SlideShare, you'll find 20 predictions from business people with experience in various marketing disciplines - from search advertising and content marketing to product marketing and branding. As you flip through the pages, you'll find a common theme: today's customer journey is complex.
We hope that these predictions help you get in the #mobilemindset for 2015.
Mapping the Mobile First Customer JourneySyniverse
Paul Berney (@paulbmobile), Managing Partner and Co-Founder of mCordis (www.mcordis.com) and Rob Hammond (@tech2dollars), Senior Director of Mobile Engagement at Syniverse (www.syniverse.com) present how the rising influence of the mobile channel is altering the traditional customer journey and what brands can do to enhance engagement with their customers in the mobile moment.
Presentation delivered at the Mobile Commerce Summit on June 3, 2009 by Bob Gilbreath, Chief Marketing Strategist at Bridge Worldwide. This conference is targeted to financial services companies.
This report highlights major trends worth taking into consideration in order to understand today’s digital market and get a sense of how the industry will evolve in the future.
The Mobile Hub: The next presentation in our Inside Mobile Masterclass seriesMCSaatchiMobile
How to effectively integrate mobile into a multi-channel marketing plan.
The smartphone is increasingly becoming the centre of consumers' lives. Consumers spend over 23% of their media time with their mobile, yet only 1% of media spend is focused on mobile. Discover the importance of placing mobile at the heart of your brand strategy.
Discover the tech trends to watch in 2016 based on our experience: Mobile Commerce, Social payments, Deep linking and App Ecosystem, Push notification, Smart home and Home Entertainment, Deep learning, Cognitive Computing, Smart Virtual Personal Assistants, Algorithms, Ambient Proximity, Ambient Interfaces, Intelligent Cameras, Personality Analytics, Big Data, Cloud Computing, Vertical Collaborative Software, Virtual Reality, Augmented Reality will change the way brands interact with their customers.
Google makes more than 500 algorithm updates a year. LinkedIn now offers more ways to connect with sales prospects than ever before. Keeping track of the changes in digital marketing can make your head spin.
Review this presentation to learn what works today and what you should be thinking about as we head into 2017.
Sheila Kloefkorn, of KEO Marketing Inc, named a top 25 Interactive, Social Media, SEO and Advertising Agency by the Phoenix Business Journal, will walk you through the most important trends you should be thinking about heading into 2017.
Consumers have become increasingly tech savvy, customizing their experiences and curating their minute-by-minute interactions with content, media and social networks. At the same time, the entertainment industry is booming, accelerating in pace and possibility. This has opened a whole new world of content-led marketing, though few brands have truly embraced this strategy to-date, putting real entertainment (and the budgets to support it) at the heart of their marketing. While not all brands can become a large-scale media entity, there is a valid case for making entertainment a permanent component of the marketing mix.
Today, brands should be asking: What content (not just message) is needed to tell my brand story? And how can this support my business ambition? The resulting strategy and breadth of content can then be applied across the year, leading to more opportunities to turn brands into true entertainment properties. The Ogilvy Branded Entertainment Assessment Model™ (Ogilvy BEAM™) brings rigor and consistency to the planning and measurement of this strategy.
At a time when brand stories must come alive through ongoing, multi-platform Branded Entertainment, the balance of logic and magic will bring out the inner greatness of brands.
Mobile in 2013: Our Take On The Top Trends & InsightsMCSaatchiMobile
The slides from our Inside Mobile Event. Find out what's going to be big and what's not, learn how to navigate the new mobile landscape and ensure you're prepared with the best mobile strategy for 2013.
Convert Gatekeepers into Advocates by Amanda Krantz - The Lean Startup Confer...Lean Startup Co.
When your customers are large, complex organizations, key influencers act as gatekeepers between your MVP and your end users. How do you turn gatekeepers into advocates? Amanda Krantz, founder of DohJe, shows how her team navigated this maze to launch a software pilot program at UCSF, a large teaching hospital.
There are hundreds of articles, blogs and papers on the subject of finding B2B prospects. The conversation goes something like this: “Let’s find out where our prospects hang out and sell them something.” This is the essence of push marketing. On the other hand, we practitioners of pull marketing (or inbound marketing, if you prefer) know that it is almost always better to be the one found than the one doing the finding.
Digital marketing trends: Top consumer trends and new Brand Engagement Rules Ioana Barbu
What makes consumers react and shop today, in a more and more digital world? Here are 5 top trends you need to follow in order to make sure you engage with your audience they way they need and expect you to.
What's Next: Social Commerce - from transaction to truly socialOgilvy Consulting
Social is the most important contributor to e-commerce and a social commerce strategy should definitely be more than paid ads on social. Social, Messaging and E-Commerce platforms are all evolving to connect more deeply social interactions to commerce. Looking through the super rich Asia landscape what are all the different types of Social Commerce? How brands can develop, evolve their approach and capitalise on the real value of social.
The 10 Fallacies, Myths and Legends of Planning for Digital – With an Extra S...VCU Brandcenter
Jonathan Lee, Managing Director, Marketing Strategy at Huge, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning, on July 18th, 2013 at the VCU Brandcenter in Richmond.
The Future of Mobile Marketing: 20 Expert Predictions For 2015Invoca
In this SlideShare, you'll find 20 predictions from business people with experience in various marketing disciplines - from search advertising and content marketing to product marketing and branding. As you flip through the pages, you'll find a common theme: today's customer journey is complex.
We hope that these predictions help you get in the #mobilemindset for 2015.
Mapping the Mobile First Customer JourneySyniverse
Paul Berney (@paulbmobile), Managing Partner and Co-Founder of mCordis (www.mcordis.com) and Rob Hammond (@tech2dollars), Senior Director of Mobile Engagement at Syniverse (www.syniverse.com) present how the rising influence of the mobile channel is altering the traditional customer journey and what brands can do to enhance engagement with their customers in the mobile moment.
Presentation delivered at the Mobile Commerce Summit on June 3, 2009 by Bob Gilbreath, Chief Marketing Strategist at Bridge Worldwide. This conference is targeted to financial services companies.
This report highlights major trends worth taking into consideration in order to understand today’s digital market and get a sense of how the industry will evolve in the future.
The Mobile Hub: The next presentation in our Inside Mobile Masterclass seriesMCSaatchiMobile
How to effectively integrate mobile into a multi-channel marketing plan.
The smartphone is increasingly becoming the centre of consumers' lives. Consumers spend over 23% of their media time with their mobile, yet only 1% of media spend is focused on mobile. Discover the importance of placing mobile at the heart of your brand strategy.
Discover the tech trends to watch in 2016 based on our experience: Mobile Commerce, Social payments, Deep linking and App Ecosystem, Push notification, Smart home and Home Entertainment, Deep learning, Cognitive Computing, Smart Virtual Personal Assistants, Algorithms, Ambient Proximity, Ambient Interfaces, Intelligent Cameras, Personality Analytics, Big Data, Cloud Computing, Vertical Collaborative Software, Virtual Reality, Augmented Reality will change the way brands interact with their customers.
Google makes more than 500 algorithm updates a year. LinkedIn now offers more ways to connect with sales prospects than ever before. Keeping track of the changes in digital marketing can make your head spin.
Review this presentation to learn what works today and what you should be thinking about as we head into 2017.
Sheila Kloefkorn, of KEO Marketing Inc, named a top 25 Interactive, Social Media, SEO and Advertising Agency by the Phoenix Business Journal, will walk you through the most important trends you should be thinking about heading into 2017.
Consumers have become increasingly tech savvy, customizing their experiences and curating their minute-by-minute interactions with content, media and social networks. At the same time, the entertainment industry is booming, accelerating in pace and possibility. This has opened a whole new world of content-led marketing, though few brands have truly embraced this strategy to-date, putting real entertainment (and the budgets to support it) at the heart of their marketing. While not all brands can become a large-scale media entity, there is a valid case for making entertainment a permanent component of the marketing mix.
Today, brands should be asking: What content (not just message) is needed to tell my brand story? And how can this support my business ambition? The resulting strategy and breadth of content can then be applied across the year, leading to more opportunities to turn brands into true entertainment properties. The Ogilvy Branded Entertainment Assessment Model™ (Ogilvy BEAM™) brings rigor and consistency to the planning and measurement of this strategy.
At a time when brand stories must come alive through ongoing, multi-platform Branded Entertainment, the balance of logic and magic will bring out the inner greatness of brands.
Mobile in 2013: Our Take On The Top Trends & InsightsMCSaatchiMobile
The slides from our Inside Mobile Event. Find out what's going to be big and what's not, learn how to navigate the new mobile landscape and ensure you're prepared with the best mobile strategy for 2013.
Convert Gatekeepers into Advocates by Amanda Krantz - The Lean Startup Confer...Lean Startup Co.
When your customers are large, complex organizations, key influencers act as gatekeepers between your MVP and your end users. How do you turn gatekeepers into advocates? Amanda Krantz, founder of DohJe, shows how her team navigated this maze to launch a software pilot program at UCSF, a large teaching hospital.
There are hundreds of articles, blogs and papers on the subject of finding B2B prospects. The conversation goes something like this: “Let’s find out where our prospects hang out and sell them something.” This is the essence of push marketing. On the other hand, we practitioners of pull marketing (or inbound marketing, if you prefer) know that it is almost always better to be the one found than the one doing the finding.
An Experiment on Stage by Bill Gross - The Lean Startup Conference 12/10/14Lean Startup Co.
As the founder and CEO of Idealab, Bill Gross has started more than 100 companies, with MVPs of all kinds. This afternoon, he'll share his best advice for making them successful–and this morning, as an experiment within the conference, he'll share a preview of that talk from the main stage.
Earlier this year, Bill Gross, founder of Idealab, spoke at TED on the topic of top factors in startup success. Since Mr. Gross has founded and funded many successful ventures, his advice is worth listening to. After studying 200 startup companies (both successful and not) it was determined that, of the five most important factors, timing was the most critical to the eventual success of the venture. You can watch the TED video for more details, but a summary of the data is shown in the chart below. By the way, I find it interesting that so many entrepreneurs are obsessed by the funding issue, or with starting with right team or business model, while in fact; it turns out to be the least important of the five factors.
Just as with startup success, timing is a critical factor in marketing, and sometimes the overarching issue. As an example, we occasionally get asked to rescue a company whose market share and revenues are dropping. While we are happy to work in this scenario, unless the product is sold online and the sales cycle is short, marketing alone is not an effective short-term fix. The situation may need to be stabilized through aggressive sales techniques or cost-cutting measures starting now – with marketing used as the key factor in ensuring medium and long-term success. In such a case, the timing can work against you on the marketing side.
From the discovery of America to the execution of Youtube. There's always a "timing" for everything. This simple view of the world came to my mind while I was visiting Italy, and it was confirmed after watching the founder of Idealab, Bill Gross, on a TED Talk. But as Hitendra Patel would say, the dots of timing were just shaking around in my head; not knowing how and when were going to connect...until my trip to Italy.
BOLTSS is the keystone for people who know understand and use geography.
It describes the elements that ALL maps MUST have. Without every element the map just is not complete.
Ants - AARRR Growth Hacking and The single biggest reason why startups succeedDinh Le Dat (Kevin D.)
Ants - The single biggest reason why startups succeed and AARRR Grow Hacking.
Ants | The single biggest reason why startups succeed - Bill Gross
Timing, Team, Ideas, Business Model, Funding - 5 yếu tố tối quan trọng để 1 cty thành công. Trong đó Bill Gross so sánh 200 cty thành công và thất bại trong gần 20 năm (IdeaL ab) cho thấy TIMING (Thời điểm) là tối quan trọng để cty khởi nghiệp thành công.
However, for a startup, we don't need to focus on all of the 5 metrics during the MVP (Minimum Viable Product) phase. The 2 most important metrics we want to monitor and optimize right now are Activation and Retention (Retention is King! - If people like using your product and they return to use it, then you will be successful).
These are the 2 main metrics that will determine whether or not you have built a service that people need. A good Activation tells you that your UVP and landing page is convincing and that you successfully get the user to go through with 1 use cycle post logging in. Good Retention tells you that your MVP actually delivers the UVP to the customers.
If you plan to start charging immediately, then Revenue will be one that we want to monitor as well. Acquisition and Referral are not immediate, but they are the engines to drive new customers to your website, so do keep them in mind when building your MVP.
Important: Before you can get good Activation and Retention, which means that you have proven that your product does indeed delivers the UVP, there is no need to start getting users. The reason is because before you are sure that you have a working solution, the users you get now will leave anyways. You will be depleting your users, and it might also give you bad reviews. Therefore, before we can validate your MVP in a later section, only focus on getting "early adopters" and leave the Growth Hacking for later.
How to do a social media content marketing storyboardTerry Rachwalski
Making a social media content plan starting with the basics of integrated marketing communications, digital marketing and moves into developing a strategic content plan. Presented at Social Media Camp's October 19, 2013 Bootcamp
Marketing's Perfect Storm: Critical Mass Presenation by Chris BernardChris Bernard
This is a presentation I gave last fall at a public event that Critical Mass held in Chicago. Like many of my other presentations you'll notice variations on a theme. In this particular case I talk about how social media and the Web in general is disruptive to existing advertising models.
WTF - Why the Future Is Up to Us - pptx versionTim O'Reilly
This is the talk I gave January 12, 2017 at the G20/OECD Conference on the Digital Future in Berlin. I talk about fitness landscapes as applied to technology and business, the role of unchecked financialization in the state of our politics and economy, and why technology really wants to create jobs, not destroy them. (There is a separate PDF version, but some readers said the notes were too fuzzy to read.)
This deck explains in human terms why Mobile Marketing is good for you. It also contains lots of useful bits that we hope will help you share and define that mysterious "big picture" for your boss. - Enjoy.
Next Generation Retail explores the topic of Net Returns: How the web through e-commerce, social networks, smartphones — has changed the retail landscape forever.
Next Generation Retail explores the topic of Net Returns: How the web through e-commerce, social networks, smartphones — has changed the retail landscape forever.
Mobile Horizons Istanbul 2013 - Dietmar DahmenMobile Horizons
Mobile Horizons Istanbul
World 5.0 - The Tsunami of Total Connectivity
Dietmar Dahmen, Creative Visionary & Innovation Consultant
This presentation was made on June 4, 2013 at the Mobile Horizons Istanbul conference.
This thought-leadership forum was a unique conference about the disruptive changes caused by mobile technologies: Wearable Technologies, New interfaces, Mobile Retail, Big Data, Connected Life, and more!
Featuring international mobile visionaries and Turkish business leaders Mobile Horizons Istanbul was held at an exclusive venue on the shores of the Bosphorus
For more information, please visit the website at www.mobile-horizons.com or facebook at www.facebook.com/mobilehorizons.
Mobile is Eating the World - Four ways to rethink customer experiences as mob...Brian Solis
Demand more from mobile
When was the last time you checked your smartphone? Was it a few minutes ago? Or maybe it was a few seconds ago. In fact, you might even be reading this article on your phone, on your daily commute to work or in the comfort of your couch at home on a tablet.
The point is, mobile is big. It’s so big that in May last year, Google has revealed that mobile search has overtaken desktop search. Effectively what this means is that we are searching more information with our mobile devices than on laptops or desktops.
For brands this is huge – it redefines the way they become discoverable. However, this also means that the competition to catch a consumer’s attention is fiercer than ever as smartphones and smart devices continue to evolve and take over the market.
This mobile consumer looks at their phone about 1500 times a day on average and they spend 177 minutes interacting with it daily. Their gestures, the way they act, their process to finding information – business are expected to understand that and act upon it.
This new generation is defined by digital, mobile, real-time and an always-on lifestyle. They’re nothing like your traditional customers.
So, in order to understand them and how they think, you need to redefine and rethink your mobile-first approach to customer experiences. Here are 4 ways you can do just that.
Avoiding the pitfalls and harnessing the opportunities of Mobile today | Mobi...Mobile Convention
Make sure to listen to his interview at: https://youtu.be/1xdh4YyP4P4
This is the presentation of Mobile Marketing Expert David Skerrett at Mobile Convention Brussels. David was interviewed by Peggy Anne Salz (top 25 Mobile Marketing influencer).
David Skerrett works with his ''next generation'' agency for many big companies like Jameson, BBC, Sky and many more. David won over 25 awards for his mobile campaigns. David Skerrett is interviewed by Peggy Anne Salz about his experience on mobile, to see the opportunities as a brand an how to avoid the common pitfalls when you go mobile.
Stores Under Siege: The Rise of the SoMoLo ShopperRedPrairie
The list of social, mobile, and now local apps, gadgets, games and networks that have become part of most consumers’ lifestyles is virtually endless. And all of them affect shopping behaviors. Social networks have become legendary for their ability to influence purchasing decisions. Price-hunting on smartphones is standard operating procedure for most shoppers, and location-based services are beginning to attract nearby shoppers – often times right out of one store and into another down the block with a more compelling offer.
Caught in the middle of these transformative behaviors is the retail store. Our stores truly are under siege.
This presentation looks at how stores can fight back by leveraging these tools to engage, entertain, and transact more business with more shoppers.
Remodista is a savvy retailer’s forum for all things mobile, taking its name—and mission—from core principles of retail and mobility distilled into one community. Fresh content from industry thought leaders and peer reflection meet in a collaborative environment for retailers to learn, share and bring visionary strategies to market.
Mobile predictions 2017: 76 predictions from 76 marketing influencersTUNE
Where is mobile going in 2017? Where will you search for new opportunities? And how can you best position yourself and your company to take advantage of emerging trends?
We want to help..
So, we asked 84 influencers where mobile is going.
Daisy CTO, Nathan Marke, talks digital technology and how it's affecting businesses across all industries. This is the speech Nathan gave at Daisy Communications' flagship event 'Daisy Wired? 2014'. For more info, visit www.daisygroupplc.com
Presentation about the converging of mobile, payments and location based marketing. Concepts such as Uber and Taskrabbit are discussed. And a parallel with the new technology iBeacon is introduced.
Presenting a) Mega Trends in the business world that affect small and medium-sized enterprises, b) the op ten technologies that promote creative disruption, and c) how to proceed in implementing some of them.
20101021 ppt flanders dc creativity forumDorien Aerts
How to dive in the mobile internet ocean :
- what does 'mobile' mean right now
- what makes mobile internet different
- what does that mean for your organization
- how to be part of it
Presentation @ Flanders DC Creativity Forum 2010
8. And I feel we’re
entering a
transformative period.
That almost always
happens about a
decade into a new
technology’s mass
adoption.
9. For the first decade after the
invention of the movie
camera, it was placed in the
back of a theater and filmed
a play. Once they figured out
they could “move” the
camera, a revolution in
storytelling occurred.
10. Today we have these
super-computers
on our bodies all
day long…
11. And right now we
are witnessing
mobile’s “moving
of the camera”
moment!
12. Top 20 Countries in the World By Number of Cell Phones
And this Mobile
Revolution is
Democratic
Notice that these
are mostly NOT
the GDP leaders!
12
13. Just last year, Mobile Internet Traffic in India surpassed Desktop traffic!*
*Other countries
will follow this
trend
16. In the last 17 years since starting Idealab, I’ve started more than 100
companies. Not all focused on monetization, but a few key ones have…
16
17. These 10 companies that we started each had
an intense focus on local or mobile monetization
17
18. It’s All
About
Me!
It’s all about extreme
personalization, what is
relevant to ME, right where
I am now, and what I am
doing right this minute.
Here are some examples:
19. Dynamic Advertising:
Combination of intent,
proximity, timing, and
customization is too
powerful to resist.
Mobile coupons perform
10x over paper.
20. Driving 5 miles to a
store takes 2.5 MILLION
times as much energy
as walking 50 meters to
a store!
“Nudging” people costs
orders of magnitudes
less than relocating
people.
Proximity =
Probability
32. Texters images appear
courtesy of the artist
Joseph Holmes and Jen
Bekman Gallery
www.jenbekman.com
www.streetnine.com
Presentation by Tom Hughes
Editor's Notes
Thank you very much, it’s really great to be here.
I think that all of us here today are witnessing one of the greatest perfect storms of opportunity in history. I’d like to share with you why I think the opportunity is so big, and what I believe are going to be some of the special ways to take advantage of it.
There truly never has been a better time to be in the technology business.
The opportunity in mobile and local is just staggering.
Because the device we hold in our hands is like a “remote control to our lives…”
We use this device for directions, and for advice,
To figure out where to eat, where to play, where to shop, who to meet…
And I feel we are entering a transformative period.That period almost always happens about a decade into a new technology’s mass adoption.
Here’s ananalogy I will give you - one that’s happened again and again with each new revolutionary technology.Here’s George Eastman and Thomas Edison with the first movie camera. For almost the first decade of movies, they put the movie camera stationary in the back of the theater, and filmed a play. They didn’t have cuts, they didn’t have the idea of what we call today – continuity – they didn’t even have the idea of MOVING THE CAMERA. They just took the old medium, theater, and “ported” it over to film. That seems to have happened for the first number of years after every new medium. For film, once they figured out they could move the camera, and could have cuts, and it just changed EVERYTHING because a whole new form of storytelling came to be, & what’s so exciting, is that is where we are today with mobile & local.
So now, we have these super-computers on our bodies all day long…
I think of this time period as explosiveas the one that happened when the first film-maker took the still camera and moved it and re-invented storytelling.Today, right now, is mobile's 'moving of the camera' moment.
And this Mobile Revolution is Democratic.Notice that these are mostly NOT the GDP leaders!
Just last year, Mobile Internet Traffic in India surpassed Desktop traffic.Other countries will follow this trend, and that presents an incredible opportunity.
In addition to usage growth, we are seeing insane revenue growth, 2/3 apps, 1/3 ads.It’s always great to be in a business with a 129% compound annual growth rate wind at your back!
Now, I’d like to share some of my thoughts on the future of mobile monetization, and let me give you some context to my thinking.
In the last 17 years since starting Idealab, I’ve started more than 100 companies. Not all of them have been focused on monetization, but a few key ones have…
These 10 companies that we started each had an intense focus on local or mobile or monetization, so they’ve given me lots of perspective on this new mobile opportunity.
That perspective is that I don’t think this revolution is as much about mobile, or about local, it’s all about me, or in other words, extreme personalization.What the world wants now is the answer to this question, “what is relevant to me right where I am and what I am doing RIGHT in this minute.”Thinks about that, and what a big change, and what a big opportunity that is, that we have this device in our hands, on our bodies all the time now, that can immediately fill our needs, answer our questions, direct us to the next step in our life.Everything is now in service of better delivering that answer, that next step, and that’s extremely powerful.Here are some specific examples of how I view the future of monetization.
One of the most powerful ways to make ads that are “relevant to me” and to boost mobile monetization, is with dynamic advertising.At UberMedia, we have been creating ads like this with great success.In this example, we know you want to see the movie Lincoln because you shared that on Rotten Tomatoes and we know you are around the corner from your favorite theater from the GPS, and we dynamically create and ad with that movie and that theater and the number of minutes till showtime, counting down in real time, with a special offer.The Combination of intent, proximity, timing, and customization is too powerful to resist. And we have seen mobile coupons perform 10x over regular coupons. Ads like this have upped the clickthrough and purchase rate from 0.6% to over 6%.
Mobile advertising can work dramatically better and monetize higher when it takes strong advantage of the laws of Physics.Here’s how.Driving 5 miles to a store takes 2.5 MILLION times as much energy as walking 50 meters to a store! “Nudging” people costs orders of magnitudes less than relocating people.With hyper-local targeting and even in-store mobile marketing, the “nudging” cost is orders of magnitudes lower, because their “body” is already there, or nearby. That’s why I say proximity = probability.Mobile advertising for retail that doesn’t take advantage of the “energy cost” of nearby customers is just missing the boat.
Another example of the power of mobile/local/me is the power of conquesting customers. I believe that conquesting customers when they have already shifted themselves into a particular mindset is one of the biggest local opportunities of all time.In this example, someone is already on a car lot, so the BMW dealer across the street can offer you a white-glove test drive to cross the street and test out a different brand.
Here’s another example of conquesting. It’s another variation, that’s extremely successful. It’s 9 pm, and Ruth’s Chris can target people at nearby restaurants with an offer to come to their bar for a free dessert.
Here’s another ad type we’re super excited about.It’s a combination of intent targeting (craving pizza shared on social networks) and dynamic advertising.This is an ad unit that we created that actually has code in it. The code is looking at the GPS, and the compass, looking up a list of locations on our server, and dynamically creating an AD that rotates the pizza slice on the right to point to the Dominos, and there’s an actual counter that says you are 55 steps away, and as you walk closer, it says 54 steps, 53, and so on.We have found that people LOVE interactive ads that give them useful information that is relevant to them. As Henry said earlier, closing the mobile advertising gap is going to require more native experiences. Ads that use all the sensing devices of the phone will be one of the key tools to boost advertising performance.
Everything needs to be dynamic, and real time.It includes when you show your message, what the message is, who you show it to.Everything about the way messaging is done needs to be shaken up. It’s going to require new, speedy, clear approval processes. It’s going to require new ways to work with legal. It’s going to require more flexible budgeting. It’s going to require a re-structuring of the creative process.But to those who do all these things will be the reward of big prizes, and great performance. I believe that small nimble groups can beat big incumbents by adopting these practices. I believe that big groups that adopt these practices – although it will be difficult for them – will reap huge rewards.
Today is only Twitter’s 7th birthday. But now we already send nearly half a BILLION Tweets per day.What’s incredible about all this public information is how powerfully it can be used to predict intent.
When Jane broadcasts to the world that she’s thirsty, here’s Dr. Pepper to the rescue.Using every special signal that mobile can sense is what boost monetization by between a factor of 4x to 20x.
One of those signals we’re using very effectively is even whether people are moving or stationary.We have targeted certain campaigns to whether people are moving or stationary, and have found more than 2x uplift just by showing the right add to the right modality.
Another example where we have seen more than 3x uplift is real-time, local weather targeting.The right product, shown in the right conditions performs more than 3 times better!The new Samsung Galaxy 4 even has a temperature sensor built in, I think for the first time built-in in a mobile device. That too will lead to new opportunities to target to specific circumstances.
Another killer way to boost monetization is by giving people context-sensitive alerts, like this DirecTV alert box, that says, Do you want to record tonight’s Homeland Episode.Henry alluded earlier to “native advertising” and this is one form of using context and new formats to break through the performance of banner ads.We have run ads that are this targeted that have gotten up to 18% click-through rates.You know you are delivering what people want when nearly 20% of them say “yes” with their click, considering that’s so dramatically higher than when you show them something irrelevant to them.
Let me close with this thought on why this new frontier is so exciting. It’s about predicting or inferring intent, with all the new signals that are available.Run of network advertising, let’s say, is worth maybe $1.00 cpm, or just $1 per 1,000 impression. Take the other extreme, search traffic. People typing in what they want. That can be worth $100 cpm. The problem is, people are typing in their search terms less and less, and giving their signals about what their intent in new ways today.Here’s why I think mobile is the new holy grail of advertising.What this new mobile / local targeting can do, using all these creative techniques I’ve been talking about, is take $1 cpm and magically turn it into something that’s worth closer to search by essentially “reading the minds” of users and giving them what they would have typed.I’d like to close by saying, “Giving 5 billion mobile users what they “would have typed” is the biggest technology opportunity in history.”-----You’re never going to do as well as $500, however, by cleverly deducing intent from signals, you can do the geometric mean between $5 and $500, or $50 cpm. What that means is that by cleverly using the signals that people don’t explicitly tell us, but which they implicitly speak with their actions, there’s 100 to 1 uplift from run of network possible. That is just staggering, and when you combine this with the fact that the world usage is shifting to mobile so fast, that why this is just such an unbelievable opportunity, that I’m calling it a perfect storm.----------------Here’s an amazing new way to determine intent from the signals that people share publicly.The Beardo is a funny bearded hat that Fab.com sells. We are working on a campaign to target people who want to buy this. Of course you can buy the word beardo at Google, but that would only get the people who KNOW they want a beardo hat. There are only a few of those. But what about all the people who DON’T know they want a beardo had, but actually do!Well we can find them.Let me tell you what we do. We search for the term “beardo” on Twitter and other social networks. We find, say 4000 people who mention it. We sift through and find the 427 who actually love it or want to buy one. We then use big data techniques to decipher the attributes of those people, who they like, where they live, and more, and then use that to extrapolate to a set of 1.5 million people who don’t know what a beardo is but who want one. They we can target exactly those people on their mobile device.This is truly incredible that you can now figure out with extremely high probability, purchase intent that had no direct signal, but which is completely inferred from social and local signals.Here’s why I think this is the holy grail.Let’s say you are buying targeted users groups at $1.00 cpm. That’s trying to reach people by large demographic swath and since it has only moderate effectiveness, is priced very low. Take the other extreme, search traffic. People typing in the word beardo. That’s worth, say $100 cpm, and the only problem is, there are not enough people typing that word in. You would buy all of it you can get, but you can’t get enough.What this new mobile / local targeting can do, using all these creative techniques I’ve been talking about, is take $1 cpm and magically turn it into something that’s worth closer to search by essentially “reading the minds” of users and giving them what they would have typed.I’d like to close by saying, Giving 5 billion mobile users what they “would have typed” is the biggest technology opportunity in history.
I’d love to continue this conversation. Please feel free to email me, or follow me on Twitter where I’m constantly sharing what I learn in this space every day.Thank you very much, you’ve been a great audience.
I hope you liked some of the images in my presentation today. My presentation was created by Tom Hughes, and the images were taken by the artist Joseph Holmes.