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Andrew Grill Web Goes Mobile 09
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Transcript of Andrew Grill Web Goes Mobile 09
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Mobile Apps: The Future of Mobile Advertising?
Andrew Grill, Digital StrategistWeb Goes Mobile Brussels November 2009
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LondonCalling.mobi
What your mobile says about you
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LondonCalling.mobi
The Mad Men need to change their approach
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LondonCalling.mobi
What’s wrong with this picture ?
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LondonCalling.mobi
The advertising world has to change
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LondonCalling.mobi
Ad avoidance
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LondonCalling.mobi
Imagine if advertising was personal
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LondonCalling.mobi
What do consumers want from a mobile application?
•Works on my phone (no idea what model it is)•Easy to download (app store vs direct)•Useful (I would use it regularly)•Free or low cost•Simple to use (I don’t read instructions)•Minimal branding or pop-ups
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LondonCalling.mobi
Are apps the future forMobile advertising?
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LondonCalling.mobi
Bespoke mobile app
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LondonCalling.mobi
Branded Utility
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LondonCalling.mobi
Branded applications
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LondonCalling.mobi
Barclaycard waterslide game
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LondonCalling.mobi
Barclaycard waterslide game
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LondonCalling.mobi
Branded experiences
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Bespoke mobile site
http://www.peugeot3008.mobi
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LondonCalling.mobi
IBM augmented reality at Wimbledon
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LondonCalling.mobi
Promotion – app store or direct?
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LondonCalling.mobi
Campaigns must be measurable
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LondonCalling.mobi
Mobile Secrets
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LondonCalling.mobi
Mobile secret #1
“Mobile operators don’t collect the information advertisers need”
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LondonCalling.mobi
“Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile”
VW CRM Manager May 2009
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LondonCalling.mobi
“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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LondonCalling.mobi
Mobile secret #2
“we’re not interested in CPM or click-through rates…we just want to sell products”
Brand Manager FMCG 2008
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LondonCalling.mobi
“Ultimately advertising must sell...or else”David Ogilvy
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LondonCalling.mobi
Mobile secret #3
“we don’t need a mobile site”
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LondonCalling.mobi
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LondonCalling.mobi
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LondonCalling.mobi
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LondonCalling.mobi
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LondonCalling.mobi
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LondonCalling.mobi
Mobile secret #4
“Small is beautiful with mobile”
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LondonCalling.mobi
The changing face of advertising
REL
EVA
NC
Y
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LondonCalling.mobi
Mobile secret #5
“Unless we heed the 3 Ps of mobile it will never take off as a medium”
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LondonCalling.mobi
Permission
Privacy
Preference
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LondonCalling.mobi
Permissionpeople will decide what they see / receive / engage withPrivacy
Preference
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LondonCalling.mobi
Permission
Privacypeople will decide where their data is and how it is used
Preference
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LondonCalling.mobi
Permission
Privacy
Preferencepeople will decide what content they find relevant. Inference and assumption has a limited lifespan
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LondonCalling.mobi
twitter @andrewgrill
Follow me on twitter.com/AndrewGrillemail me via andrewgrill.com/contact+44 788 198 6694
Mobile Advertising & Social Mediawww.LondonCalling.mobi