Ad:Tech Sydney Mobile Web 3.0

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New technologies, new New technologies, new applications (new ways of applications (new ways of connecting) connecting) Jennifer Wilson #ATSYDM

description

Presentation to Ad:Tech Sydney on some of the mobile / web 3.0 concepts and developments. Does not delve into 3.0, but does look at new applications and sevices on the mobile web, advertising in this context and how to take advantage of this channel

Transcript of Ad:Tech Sydney Mobile Web 3.0

Page 1: Ad:Tech Sydney Mobile Web 3.0

New technologies, new applications New technologies, new applications (new ways of connecting)(new ways of connecting)

New technologies, new applications New technologies, new applications (new ways of connecting)(new ways of connecting)

Jennifer Wilson

#ATSYDM

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8.55m 3G handsets (December 08)Up 88% on a year ago

17m iPhone sold world-wide (10m 3G)iPhone equates to 1.1% of all handsets

Blackberry equates to 1.9%

AdMobs ad serving:33% to smart phones10.4% to iPhones

O2 released fabulous 3G package400% increase in data traffic (major upgrade requried)

$25b global mobile content market

8.55m 3G handsets (December 08)Up 88% on a year ago

17m iPhone sold world-wide (10m 3G)iPhone equates to 1.1% of all handsets

Blackberry equates to 1.9%

AdMobs ad serving:33% to smart phones10.4% to iPhones

O2 released fabulous 3G package400% increase in data traffic (major upgrade requried)

$25b global mobile content market

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Most ubiquitous device (ever)Responded to very quickly (96% SMS read in <20 mins)On 24 x 7, nearby and accessed oftenCommunication, content and utilityResponse to mobile advertising incredible:

3% - 7% response rate10% - 20% conversation rate6 times the ROI on mobile compared to other forms

We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices

Most ubiquitous device (ever)Responded to very quickly (96% SMS read in <20 mins)On 24 x 7, nearby and accessed oftenCommunication, content and utilityResponse to mobile advertising incredible:

3% - 7% response rate10% - 20% conversation rate6 times the ROI on mobile compared to other forms

We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices

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AMF Ventures measured the relative accuracies of measuring audience data by the three major media channels, TV, internet and mobile in 2007 and found:

On TV, the total audience data that can be captured is 1%On the web, the audience data that can be captured is 10%On mobile, the audience data that can be captured is 90%

AMF Venture 2007

AMF Ventures measured the relative accuracies of measuring audience data by the three major media channels, TV, internet and mobile in 2007 and found:

On TV, the total audience data that can be captured is 1%On the web, the audience data that can be captured is 10%On mobile, the audience data that can be captured is 90%

AMF Venture 2007

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Right now, we’re seeing internet on a small screen….But there’s much more to this

Mobile offers :The first personal mass media channelAlways with us, always onLocation awarenessBuilt in payment channelCreative tool for UGC (video, text & image)Near-perfect audience dataAble to capture the social context of mediaProactive communication tool

Right now, we’re seeing internet on a small screen….But there’s much more to this

Mobile offers :The first personal mass media channelAlways with us, always onLocation awarenessBuilt in payment channelCreative tool for UGC (video, text & image)Near-perfect audience dataAble to capture the social context of mediaProactive communication tool

Based upon Tomi Ahonen – Mobile as the 7th Mass Media

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The Read/Write Web

Communities

User Generated Content

XML, RSS

Web applications

Tagging (“folksonomy”)

Google

Cost per click

Word of mouth

The Read/Write Web

Communities

User Generated Content

XML, RSS

Web applications

Tagging (“folksonomy”)

Google

Cost per click

Word of mouth

The Portable Personal WebPortable Personal Web

Individuals

Lifeblog/lifestream

The Semantic Web

Widgets (drop & drag mash-ups)

Tagging (“me-onomy”)

Twine, NetVibes

User Engagement

Advertainment

The Portable Personal WebPortable Personal Web

Individuals

Lifeblog/lifestream

The Semantic Web

Widgets (drop & drag mash-ups)

Tagging (“me-onomy”)

Twine, NetVibes

User Engagement

Advertainment

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Key Point – “The user interface everywhere”Everything will become connected (wirelessly)Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation

Trucks sense wear on tyres, place an order at a suitable garage on route for replacements, alerting driver as appropriate

More interesting - use of existing devices as intelligent sensors

GPS plus (time) in a car = traffic flowsGPS plus (weather sensing) = instant localised weather

We will be the crowd that sources (via our mobile device)

Key Point – “The user interface everywhere”Everything will become connected (wirelessly)Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation

Trucks sense wear on tyres, place an order at a suitable garage on route for replacements, alerting driver as appropriate

More interesting - use of existing devices as intelligent sensors

GPS plus (time) in a car = traffic flowsGPS plus (weather sensing) = instant localised weather

We will be the crowd that sources (via our mobile device)

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Personalisation is capturing the information someone gives you about themselvesContext is knowing what goes before this, what other influences are, unspoken factors – the environment in which this sitsFor mobile, some context is automatic:

Location, day of week, time of dayPrevious actions from <here> at <similar times>What they did before they got to <this service>

With content & context, recommendations are natural (add community, commerce to personalisation and search = Mobile 3.0!)

Personalisation is capturing the information someone gives you about themselvesContext is knowing what goes before this, what other influences are, unspoken factors – the environment in which this sitsFor mobile, some context is automatic:

Location, day of week, time of dayPrevious actions from <here> at <similar times>What they did before they got to <this service>

With content & context, recommendations are natural (add community, commerce to personalisation and search = Mobile 3.0!)

This, I submit, is the formula for the future: Web 3.0 = (4C + P + VS). Sramana Mitra

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WhenWhat is the time of day/day of week NOW?Is this their first time or have they been here before?

Where Where are they? Does that change anything?Where were they before they came here?

WhyWhy are they using this device?

HowCan we help them? What are they trying to do?

WhenWhat is the time of day/day of week NOW?Is this their first time or have they been here before?

Where Where are they? Does that change anything?Where were they before they came here?

WhyWhy are they using this device?

HowCan we help them? What are they trying to do?

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21.5m mobile phones

8.5m 3G handsets

30% rich media devices

< 1.5% iPhone

21.5m mobile phones

8.5m 3G handsets

30% rich media devices

< 1.5% iPhone

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Don’t restrict the contentJust manage the navigation and presentation

Think of your consumer *first*What will they be doing? Where? Moving?

Tailor your sites for your audienceNot just iPhone, but not WAP 1.0 either

If cross-platform (online and mobile)Allow a single log in for consistent experience

Personalise, tailor, make unique, deliverRemember your customers and show you remember

Don’t restrict the contentJust manage the navigation and presentation

Think of your consumer *first*What will they be doing? Where? Moving?

Tailor your sites for your audienceNot just iPhone, but not WAP 1.0 either

If cross-platform (online and mobile)Allow a single log in for consistent experience

Personalise, tailor, make unique, deliverRemember your customers and show you remember

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SMSPush messages, include links, content, imagesCan be forwarded (potentially viral)96% of messages read in 20 mins (email????)

InternetLimitations as to use of device functionalityLess control over placementMake sure the specific device is recognised (EX)

AppsFirst, get them to download (non-iPhone < 12%)Ability to control ad placement

SMSPush messages, include links, content, imagesCan be forwarded (potentially viral)96% of messages read in 20 mins (email????)

InternetLimitations as to use of device functionalityLess control over placementMake sure the specific device is recognised (EX)

AppsFirst, get them to download (non-iPhone < 12%)Ability to control ad placement

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Masking of number with name (doesn’t let me call back/cancel)Text heavy How relevant is the offer?Note: Osborne Park WA

Masking of number with name (doesn’t let me call back/cancel)Text heavy How relevant is the offer?Note: Osborne Park WA

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First, recognise your handset First, recognise your handset

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And the size of the pointing device…. Note: Qantas has

resolved this problem, but it did take three

months….

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Typical use of banner at top of pageOccasional repeats at fold Usually max of 3 per page

Typical use of banner at top of pageOccasional repeats at fold Usually max of 3 per page

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Iconic brands are their own advertisingIconic brands are their own advertising

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New York Times applicationAd is placed a bottom of the screenAnd remains there as you scroll down

New York Times applicationAd is placed a bottom of the screenAnd remains there as you scroll down

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First there was television, or rather:First there was television, or rather:

+

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Which started off as (and in many cases remained):Which started off as (and in many cases remained):

+

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Lots of talk about “the mobile internet”….Lots of talk about “the mobile internet”….

Sounds a lot like “radio with pictures “

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iPhone – that gorgeous (tiny) restricted environmentCarriers are cut out (and don’t like it)Apple has total control (and increasingly we don’t like it)Development environment also controlled (and limited)

Android, Windows Mobile & Open Symbian – new forces?(more) Open sourceBroader development communityBetter processing environment An operating system on other devices

Reduced x-platform development costsStill with the gorgeous features

iPhone – that gorgeous (tiny) restricted environmentCarriers are cut out (and don’t like it)Apple has total control (and increasingly we don’t like it)Development environment also controlled (and limited)

Android, Windows Mobile & Open Symbian – new forces?(more) Open sourceBroader development communityBetter processing environment An operating system on other devices

Reduced x-platform development costsStill with the gorgeous features

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Video call (2 x camera)Background processingCut and Paste/ toolsRicher message management (+MMS)Slider keypad (maybe)

Video call (2 x camera)Background processingCut and Paste/ toolsRicher message management (+MMS)Slider keypad (maybe)

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Palm PreHTC DreamLG Touch WebEclipse Intuit (maybe?)

Palm PreHTC DreamLG Touch WebEclipse Intuit (maybe?)

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Facebook Connect (to open up social elements)Linking installed apps via connect (or other open source tool)Allows for sharing at the apps levelCould be gamesCould be gamingCould be how socialnetwork truly goes mobile

BrightkiteLooptCitysearch (US)LivePokerDiggTwitter

Facebook Connect (to open up social elements)Linking installed apps via connect (or other open source tool)Allows for sharing at the apps levelCould be gamesCould be gamingCould be how socialnetwork truly goes mobile

BrightkiteLooptCitysearch (US)LivePokerDiggTwitter Image: © razorfish 2008

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http://www.youtube.com/watch?v=PrwmHnnSXYo

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Image recognition improving dramaticallyPrediction: death of QR codes in 18 months

Supplementing reality and augmenting itVia your mobile phone

Image recognition improving dramaticallyPrediction: death of QR codes in 18 months

Supplementing reality and augmenting itVia your mobile phone

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Mobile is more than a campaign toolWe have to start thinking of it not as the fourth screen

But as the first

For marketing, the budget need to not be experimentalBut experiential

For advertisers, the consumer needs to come first Time, place, activityReward, cost, response

We can experiment hereThe audience is extremely tolerant (and inquisitive)

Mobile is more than a campaign toolWe have to start thinking of it not as the fourth screen

But as the first

For marketing, the budget need to not be experimentalBut experiential

For advertisers, the consumer needs to come first Time, place, activityReward, cost, response

We can experiment hereThe audience is extremely tolerant (and inquisitive)

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If you are a brand:Mobile is a consumer touch point, not just an advertising or marketing channelConsumers will expect to transact through this channelHow does your brand stack up? What do you represent?

If you are a marketer:Use mobile as part of you strategy (integrated with others)If you want to do something new/different – mobile can helpConsumers are sophisticated – clever concepts are better

If you are an advertiser:Be patient. The market is coming (and can be counted)Be aware of the context. Popular might not be appropriate

If you are a brand:Mobile is a consumer touch point, not just an advertising or marketing channelConsumers will expect to transact through this channelHow does your brand stack up? What do you represent?

If you are a marketer:Use mobile as part of you strategy (integrated with others)If you want to do something new/different – mobile can helpConsumers are sophisticated – clever concepts are better

If you are an advertiser:Be patient. The market is coming (and can be counted)Be aware of the context. Popular might not be appropriate

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Eric Schmidt CEO Google May 2005Eric Schmidt CEO Google May 2005

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Jennifer WilsonJennifer WilsonThe Project FactoryThe Project Factory

[email protected]@theprojectfactory.com+61 414 59 58 57+61 414 59 58 57

@JenWilsonSydney@JenWilsonSydney

Jennifer WilsonJennifer WilsonThe Project FactoryThe Project Factory

[email protected]@theprojectfactory.com+61 414 59 58 57+61 414 59 58 57

@JenWilsonSydney@JenWilsonSydney