Upload
andrew-grill
View
1.288
Download
0
Embed Size (px)
DESCRIPTION
Presentation by Andrew Grill at the 118 Tracker Awards in Edinburgh, 1 October 2009
Citation preview
LondonCalling.mobi
twitter @andrewgrill
Finding the sweet spot for mobile apps- what do consumers want from an application?Andrew Grill, Mobile & Social Media Evangelist 118 Awards 2009
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
What your mobile says about you
LondonCalling.mobi
The MadMen 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
Branded Utility
LondonCalling.mobi
Branded applications
LondonCalling.mobi
Barclaycard waterslide game
LondonCalling.mobi
Barclaycard waterslide game
LondonCalling.mobi
Branded experiences
LondonCalling.mobi
In game advertising
LondonCalling.mobi
IBM augmented reality at Wimbledon
LondonCalling.mobi
What does this mean for directory/location
apps?
LondonCalling.mobi
Finder / directory iPhone apps
LondonCalling.mobi
Finder / directory iPhone apps
LondonCalling.mobi
Yell.com iPhone app
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
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/AndrewGrillToday’s slides bit.ly/grill118
email me via andrewgrill.com/contact+44 788 198 6694
Mobile Advertising & Social Mediawww.LondonCalling.mobi