Post on 20-Aug-2015
www.London-Calling.org.ukwww.London-Calling.org.uk
Ask, don’t tell - the golden rule for mobile advertising 2.0
Andrew Grill, Mobile Advertising Evangelist & Head of Business Development – Gigafone
Future of Mobile 2008 - London
www
gapingvoid.com
www.London-Calling.org.uk
The next 5:45 – just who is this Aussie blogger?
www.London-Calling.org.uk
www.London-Calling.org.uk
What we’ll cover
• Mobile advertising 1.0 vs 2.0
• The 3 P’s of mobile advertising – Permission, Privacy, Preference
• Asking permission in the new world of mobile advertising
• LIVE demo – Mobile advertising 2.0
www.London-Calling.org.uk
The Mobile Advertising Value Chain
Advertisers need…Advertisers need…Advertisers need…Advertisers need…
Measurability • Ability to track consumer engagement by counting clicks vs. displays • Ability to track consumer engagement by counting clicks vs. displays
Targeting • Aggregated and specific customer information (e.g. age, gender, segment, lifestyle)
• Aggregated and specific customer information (e.g. age, gender, segment, lifestyle)
Relevance • Ads must be conveyed to the precise target in the right context …• Ads must be conveyed to the precise target in the right context …
Location • Information on the consumer location to increase relevance of ads • Information on the consumer location to increase relevance of ads
Advertisers/ Brands
Advertisers/ Brands
Marketing Agencies &
Media Buyers
Marketing Agencies &
Media Buyers
EnablersEnablers Content ProvidersContent
ProvidersAggregatorsAggregators Device
MakersDevice Makers
Wireless OperatorsWireless
Operators SubscribersSubscribers
Traditional Promotional Channels
www.London-Calling.org.uk
The 3 P’s of Mobile Advertising
• Permission - People will decide what they see/receive/engage with, so we need to ask their permission
• Privacy - People will decide where their data is and how it is used, so we need to respect their privacy
• Preference - People will decide what content they find relevant, so inference and assumption have a limited lifespan
With thanks to Jonathan Macdonald