WGM4 - Andrew Grill

LondonCalling.mobi

twitter @andrewgrill

Mobile Apps: The Future of Mobile Advertising?

Andrew Grill, Digital StrategistWeb Goes Mobile Brussels November 2009

LondonCalling.mobi

What your mobile says about you

LondonCalling.mobi

The Mad Men need to change their approach

LondonCalling.mobi

What’s wrong with this picture ?

LondonCalling.mobi

The advertising world has to change

LondonCalling.mobi

Ad avoidance

LondonCalling.mobi

Imagine if advertising was personal

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

LondonCalling.mobi

Are apps the future forMobile advertising?

LondonCalling.mobi

LondonCalling.mobi

Bespoke mobile app

LondonCalling.mobi

Branded Utility

LondonCalling.mobi

Branded applications

LondonCalling.mobi

Barclaycard waterslide game

LondonCalling.mobi

Barclaycard waterslide game

LondonCalling.mobi

Branded experiences

LondonCalling.mobi

Bespoke mobile site

http://www.peugeot3008.mobi

LondonCalling.mobi

IBM augmented reality at Wimbledon

LondonCalling.mobi

Promotion – app store or direct?

LondonCalling.mobi

Campaigns must be measurable

LondonCalling.mobi

Mobile Secrets

LondonCalling.mobi

Mobile secret #1

“Mobile operators don’t collect the information advertisers need”

LondonCalling.mobi

“Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile”

VW CRM Manager May 2009

LondonCalling.mobi

“P&G spent just 0.17% of their advertising budget on mobile in 2008”

Informa /Ogilvy / Acision paper bit.ly/ad2020

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

LondonCalling.mobi

“Ultimately advertising must sell...or else”David Ogilvy

LondonCalling.mobi

Mobile secret #3

“we don’t need a mobile site”

LondonCalling.mobi

LondonCalling.mobi

LondonCalling.mobi

LondonCalling.mobi

LondonCalling.mobi

LondonCalling.mobi

Mobile secret #4

“Small is beautiful with mobile”

LondonCalling.mobi

The changing face of advertising

LondonCalling.mobi

Mobile secret #5

“Unless we heed the 3 Ps of mobile it will never take off as a medium”

LondonCalling.mobi

Permission

Privacy

Preference

LondonCalling.mobi

Permissionpeople will decide what they see / receive / engage with

Privacy

Preference

LondonCalling.mobi

Permission

Privacypeople will decide where their data is and how it is used

Preference

LondonCalling.mobi

Permission

Privacy

Preferencepeople will decide what content they find relevant. Inference and assumption has a limited lifespan

LondonCalling.mobi

twitter @andrewgrill

Follow me on twitter.com/AndrewGrillSlides http://bit.ly/wgm4grill

email me via andrewgrill.com/contact+44 788 198 6694

Mobile Advertising & Social Mediawww.LondonCalling.mobi