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This time…it’s personal. How mobile challenges everything we thought we knew about advertisingAndrew Grill, Mobile Advertising Evangelist & Head of Business Development – Gigafone

www

gapingvoid.com

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Life is for sharing

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“91% have the device within arms reach 24 x 7”

Morgan Stanley 2007

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“63% of Americans are not willing to share their mobile phone with anyone”

Wired Magazine

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“it takes an average of 26 hours for a user to notice and report a lost wallet…

Unisys Survey

a lost phone is reported in 68 mins”

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iPhone statistic / reference goes here

any analyst

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What your mobile says about you

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The MadMen 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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World’s most successful mobile advertising campaign

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World’s most successful mobile advertising campaign

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Imagine if advertising was personal

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Radio with pictures – TV in 1941

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The internet … on your mobile

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What’s happening now?

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Branded applications

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Branded experiences

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In game advertising

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In call / idle screen

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In call / idle screen

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GeoVector - Surf the Whole Wide World™

Your phone is a “world mouse”

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Making campaigns measurable

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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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Mobile secret #2

“no-one ever got sacked for buying TV”

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Concept of the “big ad”…on a 10cm screen

World Face/British Airways 1989

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Mobile secret #3

“We’re a bit scared that mobile may expose the lack of transparency with TV ratings”

Ad executive 2008

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Mobile as your remote control in the multiverse

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Subtle way of learning more about you

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Mobile secret #4

“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 #5

“Small is beautiful with mobile”

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The changing face of advertising

RE

LE

VA

NC

Y

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Mobile secret #6

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

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Permission

Privacy

Preference

Inference and assumption has a limited lifespan

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A new name for mobile advertising?

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twitter @andrewgrill

Follow me on twitter.com/AndrewGrill

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

Mobile Advertising Blogwww.LondonCalling.mobi