The document discusses trends in mobile media and advertising. It notes that the median age of TV viewers is now 51, while 38% of mobile users have been disappointed by branded apps. It argues that TV, web and photography are collapsing into mobile screens. Key points discussed include context being king with mobile media, the growth of apps and their uniqueness to mobile, and the idea of the "third place" referring to time spent using mobile devices while commuting. The document advocates for spending up to 33% of marketing budgets on mobile strategies.

1. Mobile Media Mindblast06-03-11Joseph Jaffejaffe@getthejuice.com Twitter: @jaffejuice(917) 603-4639The THIRD Place

2. Mobile Media Mindblast06-03-11Joseph Jaffejaffe@getthejuice.com Twitter: @jaffejuice(917) 603-4639The THIRD Place

3. 3

4. 4

5. New Media Social MediaCustomerExperienceWhat’s the Next Big Thing?Writing the book on the future (3 times)

6. The Median Age of the Network TV viewer is now 51

7. 38% of mobile users have been disappointed with branded apps

8. 8TV, Web and Photography are collapsing (not converging) into mobile

9. 9In search of a new screen

10. Exit 17: The only constant is…CHANGEYES YOU CAN!

11. From 4 P’s to 6 C’sContentContextCustom-izationConsumerCommunityCommerceConversation11

12. 12Context is King

13. HOWWHEN & WHEREWHYStorytelling with PurposeWHAT13

14. 14

15. The Internet isthe IntegratorTo make into a whole by bringing all parts together; unify. To join with something else; unite.15

16. 16Is it Digital in the Center or the Center of Digital?

17. 17Hint: Those lines aren’t wires

18. 18Wireless = Wire lessThe ITU expects mobile Web access – via laptops and smart mobile devices – to overtake desktop Web within the next five years (Feb, 2010)

19. 19Ubiquitous

20. 20

21. 21Pervasive

22. 22

23. 23EngagingIPG Media Lab and YuMe, May 2011

24. 24According to a study conducted by IPG Media Lab and YuMe, more than 60% of all viewers watching TV spent time distracted by data applications on mobile devicesAs a result, 63% of TV ad impressions were ignored, and just 25% of viewers were able to recall advertising they had seenIPG Media Lab and YuMe, May 2011

25. 25PersonalPermission. Now. More than Ever before!

26. 2690% of texts are opened within 3 minutes6.1 trillion SMS’ in 2010; est 10 trillion by 2013

27. 27Intimate

28. 28Fun in the bedroom? There’s an App for that!

29. 29“Apps” are truly unique to MobileOver 300K in App Store (10bn+ downloads)Over 105K Android Apps (1bn+ downloads)1,500-2,000 iPhone apps and 100-150 iPad apps that reached over 1m downloads since their launch** Quora/Xylogic - Estimate

30. 30Valuable

31. 31The “You” in R.U.E.Kraft iFood AssistantNationwide Auto Insurance35 million PCM’s a day!

32. 32

33. 33What does your Digital Solar System™ look like?

34. The 1-2 punch: Third screen; Third “place”

35. 35If size of screen and closeness to screen were any indicator of success, then movie advertising would be the biggest medium of them all

36. 36The Third PlaceAt a nationwide average drive-time of about 24.3 minutes, Americans now spend more than 100 hours a year commuting to work. U.S. Census Bureau's American Community Survey, 2005

37. The 1-2 punch: Third screen; Third “place”The 1-2 punch: FIRST screen; FIRST “place”South Africa at 57% of mobile only access to the Web vs 25% US (highest Egypt at 70%)Source:On Device Research (December 2010)

38. Business in “3D”: 3 marketplaces Physical x Digital x MobileAll things being equal, you should be spending up to 33% of your total budget on mobile

39. The C.O.S.T. Benefit Analysis of Mobile39

40. 40

41. 41Content

42. 42Context10M downloads

43. 43

44. Augmented Reality

45. 45Customization

46. 46Conversation

47. 47CommunityClass of 2010 / 2011

48. 48Commercem-commerce will reach US$119 billion in 2015ABI Research, Feb 2010

49. 49One device to rule them all

50. 50

51. This is YOUR moment of truth

52. Numerator52Denominator

53. Building a Better Mousetrap

54. People who liked this presentation, also liked:Flip the FunnelChange the game (or go home)Life after the 30-second spotJoin the Conver-sationwww.jaffejuice.com+1 917 603 4639 (to speak to me)e-mail: jaffe@getthejuice.com Twitter: @jaffejuice54