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Presentation Delivered 24 August 2009 at the Dialog Conference in Sweden. See http://bit.ly/dialogk for more information
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LondonCalling.mobi
twitter @andrewgrill
This time…it’s personal. How mobile challenges everything we thought we knew about advertisingAndrew Grill, Mobile Advertising Evangelist DIALOGKONFERANSEN 2009
www
gapingvoid.com
LondonCalling.mobi
Life is for sharing
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“91% have the device within arms reach 24 x 7”
Morgan Stanley 2007
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“63% of Americans are not willing to share their mobile phone with anyone”
Wired Magazine
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“it takes an average of 26 hours for a user to notice and report a lost wallet…
Unisys Survey
but...a lost phone is reported in just 68 minutes”
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iPhone statistic / reference goes here
any analyst
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What your mobile says about you
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The MadMen need to change their approach
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What’s wrong with this picture ?
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The advertising world has to change
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Ad avoidance
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Imagine if advertising was personal
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Radio with pictures – TV in 1941
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The internet … on your mobile
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Branded Utility
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Branded applications
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Barclaycard waterslide game
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Barclaycard waterslide game
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Branded experiences
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In game advertising
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In call / idle screen
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In call / idle screen
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IBM augmented reality at Wimbledon
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Campaigns must be measurable
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Mobile Secrets
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Mobile secret #1
“Mobile operators don’t collect the information advertisers need”
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“Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile”
VW CRM Manager May 2009
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“P&G spent just 0.17% of their advertising budget on mobile in 2008”
Informa /Ogilvy / Acision paper bit.ly/ad2020
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Mobile secret #2
“no-one ever got sacked for buying TV”
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Concept of the “big ad“ on a 10cm screen?
World Face/British Airways 1989
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Mobile secret #3
“We’re a bit scared that mobile may expose the lack of transparency with TV ratings”
Ad executive 2008
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Subtle way of learning more about you
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Mobile secret #4
“we’re not interested in CPM or click-through rates…we just want to sell products”
Brand Manager FMCG 2008
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“Ultimately advertising must sell...or else”David Ogilvy
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Mobile secret #5
“we don’t need a mobile site”
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WiFi login page for BT OpenZone
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Mobile secret #6
“Small is beautiful with mobile”
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The changing face of advertising
RE
LE
VA
NC
Y
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Mobile secret #7
“Unless we heed the 3 Ps of mobile it will never take off as a medium”
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Permission
Privacy
Preference
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Permissionpeople will decide what they see / receive / engage with
Privacy
Preference
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Permission
Privacypeople will decide where their data is and how it is used
Preference
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Permission
Privacy
Preferencepeople will decide what content they find relevant. Inference and assumption has a limited lifespan
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A new name for mobile advertising?
LondonCalling.mobi
twitter @andrewgrill
Follow me on twitter.com/AndrewGrillToday’s slides bit.ly/grilldialog
email me via andrewgrill.com/contact+44 788 198 6694
Mobile Advertising & Social Mediawww.LondonCalling.mobi
