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Keynote Panel: The Mobile Platform Implosion
March 9, 200909:30 am
Tina Whitfield, EquisGlobalwww.EquisGlobal.com
2010 The Year We Make Contact
Will I dream?
by Tina Whitfield © 2009
Of course you will. All intelligent beings dream.
Nobody knows why.Arthur C. Clarke
by Tina Whitfield © 2009
How did mobile advertising begin?
Un-earthing the dull
utility of it all.
by Tina Whitfield © 2009
Six-second Billing
by Tina Whitfield © 2009
Of the leading New York-based papers alone, The New York Times and News Corp.'s The Wall Street Journal have adopted, and backtracked on, both models. Cablevision's Newsday on Thursday also announced that it is implementing a pay-for-access model.
"Exactly how much paid content to hold back from our free sites will be a judgment call made daily by our management, whose mission should be to run the best free Web sites in our markets without compromising our ability to get a fair price from consumers for the expensive, unique reporting and writing that we produce each day," Steven Swartz, the president of Hearst newspapers, wrote in a staff memo obtained by the Journal.
CNET ©2009 CBS Interactive Inc.
by Tina Whitfield © 2009
PROACTIVE
REACTIVE
by Tina Whitfield © 2009
1950s 1960s 1970s 1980s
18% Inc PopulationHumanistic
Ad Sci=QualitativePsychographicsDemographicsAbstract ArtKodak Tri-speed
13% Inc Population Behaviorism
Ad Sci=Eye TracksPsychographicsDemographicsPop ArtPolaroid Instant
11% Inc PopulationSocial Behaviors/Learn
Ad Sci = Consumer Version AnalysisPsychographicsDemographicsPan HumanitiesKonica Auto Focus
10% Inc PopulationPsych Disorders
Ad Sci = Triggers: Greed, Sex, Sloth,
PsychographicsDemographicsCultural TheorySony Camcorder/Pixar Proc.
Legend:Population IncreasePsych StudyAdvertising ScienceAd FactorsAd FactorsArt Style of The DayMemory Capture
DisrupterDisrupter Factor or Measurement
TelevisionTV Ratings
TelevisionTV Ratings
by Tina Whitfield © 2009
[ ] % Inc Population[ ]
[ ][ ][ ]Art-Sci-Tech Move.Photo Web
1990s 2000s 2010s
Ad Sci = Behavioral TargetingPers. Computer/WWWClick-ThroughsTelevisionTV Ratings
13% Inc PopulationEmotional Learning
Ad Sci = LinguisticsPsychographicsDemographicsMassurealismPhoto Floppy/CD
2005
Legend:Population IncreasePsych StudyAdvertising ScienceAd FactorsAd FactorsArt Style of The DayMemory Capture
DisrupterDisrupter Factor OR Measurement
Pers. Computer/WWW TelevisionTV Ratings
[ ] % Inc Population[ ]
Ad Sci = Web Eye TracksPsychographicsDemographicsArt-Sci-Tech MovementPhoto Web
Ad Sci = Behavioral TargetingPers. Computer/WWWClick-Throughs[ ][ ]
by Tina Whitfield © 2009
Client: SEGAPrimary Account Head Count: 55 ConsultantsAdditional Account Head Count: 225 ConsultantsFocus: EcommerceFocus: Broadband Multi-player GamingFocus: Brand Marketing
Client: SEGAPrimary Account Head Count: 55 ConsultantsAdditional Account Head Count: 225 ConsultantsFocus: EcommerceFocus: Broadband Multi-player GamingFocus: Brand Marketing
200 UITesters
AppleLevis StraussVisaOlympicsGMSabre/AAAmerican AirlinesUnited AirlinesWilliam-SonomaHarley DavidsonWalgreensMicrosoftSun MicrosystemsMcDonaldsLLBeanLincoln CenterSAABAudiToysRUs20th Century FoxOn, and on, and on….
marchFIRST: 10,000 Employees 72 Offices -Global
Fixed Wireless Team
by Tina Whitfield © 2009
Client: Consumer BrandFocus: Ecommerce
Focus: Mobile MarketingFocus: Brand MarketingFocus: Outdoor Marketing
Client: Consumer BrandFocus: Ecommerce
Focus: Mobile MarketingFocus: Brand MarketingFocus: Outdoor Marketing
200 UITesters
Wireless Carriers
MobileAd Serving Service
MobileContent Developer,
Aggregator, Publisher, Syndicator
Handset ManufacturersAd Serving Service
Content OS Developer
by Tina Whitfield © 2009
Client: Consumer BrandFocus: Ecommerce
Focus: Mobile MarketingFocus: Brand MarketingFocus: Outdoor Marketing
Client: Consumer BrandFocus: Ecommerce
Focus: Mobile MarketingFocus: Brand MarketingFocus: Outdoor Marketing
UITesters
Wireless Carriers
MobileAd Serving Service
MobileContent Developer,
Aggregator, Publisher, Syndicator
Handset ManufacturersAd Serving Service
Content OS Developer
by Tina Whitfield © 2009
"...[advertisers] have constrained budgets, and they are becoming more constrained. It’s usually out of the budget called “the new shit budget.” The key to mobile advertising is to get out of the new shit budget. We are never going to make it otherwise.”
by Tina Whitfield © 2009
-- Tom Huseby Managing Partner SeaPoint Ventures
Venture Partner, Oak Investment PartnersVenture Partner, Hunt Ventures
