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Mobile Apps: The Future of Mobile Advertising?

Andrew Grill, Digital StrategistWeb Goes Mobile Brussels November 2009

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What your mobile says about you

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The Mad Men need to change their approach

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What’s wrong with this picture ?

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The advertising world has to change

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Ad avoidance

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Imagine if advertising was personal

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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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Are apps the future forMobile advertising?

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Bespoke mobile app

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Branded Utility

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Branded applications

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Barclaycard waterslide game

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Barclaycard waterslide game

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Branded experiences

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Bespoke mobile site

http://www.peugeot3008.mobi

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IBM augmented reality at Wimbledon

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Promotion – app store or direct?

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Campaigns must be measurable

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Mobile Secrets

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Mobile secret #1

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

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

VW CRM Manager May 2009

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

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Mobile secret #3

“we don’t need a mobile site”

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Mobile secret #4

“Small is beautiful with mobile”

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The changing face of advertising

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Mobile secret #5

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

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Permission

Privacy

Preference

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Permissionpeople will decide what they see / receive / engage with

Privacy

Preference

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Permission

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

Preference

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Permission

Privacy

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

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twitter @andrewgrill

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