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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

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The next 5:45 – just who is this Aussie blogger?

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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

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What is mobile advertising?

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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

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Mobile advertising 1.0

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Mobile advertising 1.0

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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

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How do we ask the user’s permission and preference?

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Andrew Grill

www.andrewgrill.com/contact

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