Media tel march 2013

Private & Confidential – Copyright Addictive Ltd 2011

MOBILE FIX - LIVE


This is the chart that makes Mary Meeker redundantWe don’t need any more data – mobile is huge right now

wherever you are


Having worked on the launch of home PC in the90s we think computing has finally evolved – touch and voice

controlled and with you all the time


And now Phablets


And because so many people use FB on their mobile we think mobile and social are increasingly the same thing


GAFA drives the innovation and brands need help navigating this new ecology


In a fragmented world you need smart advice – otherwise you risk being stuck in the wrong place


Brands realising that an app isn’t the answerUnless you are solving a very specific problem


But so many still haven’t taken the simple steps to get ready – what are people waiting for?


“Mobile advertising sucks”


We think mobile advertising is broken – its as if no-one caresWhy would waitrose advertise on the football pages of the YEP &

given 99%+ wont click shouldn’t the add work harder?


Why make people wait for your message to load?


and given 99% of people seeing this

And when you do get there the message is underwhelming


We spent 20 mins on the Guardian mobile site & found every ad was ‘broken’ in some way

The ITV ad is integrated with other activity


When you click you can watch a trailer – or clickthrough to FB for more info – or go get the ITV player app


Taking you to the iTunes store Which is fine – except I am using an android phone


Zegna add kept coming up – no frequency capping so I saw it maybe 30 times


Clicking brings up a nice picture and another click..


Which opens a page not optimised for mobile


The Hyatt ad has a more interesting message


But clicks through to a site that isn’t optimised for mobile


P&G will get it right though…


No


And amongst these brand apps we kept seeing Google ads – with this one hinting at some targetting


And we are seeing the most annoying desktop fprmats coming to mobile


There are good alternatives – FB allows precise targeting and formats that fit with the flow


Twitter doesn’t have the targeting but do have flow formats – but couldn’t Sainsbury find something more

interersting to say?


$50bn Globally – Threat or Opportunity?


TO THINK ABOUT….


Q4 2012iPhone 5

Nexus 4 & 7Kindle Fire

iPad 4 & MiniUbiquitous WiFi

4G

Market still moving very quicklyWith millions of people getting new devices and faster

connections


We are convinced tablets are a huge opportunity – but few media owners or brands are creating bespoke

content and services


New software like Google Now are showing what can be done by combining data to provide a great service


And Apple are aggregating brands loyalty and tickets etc and layering services on top


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?We think the next generation of apps will deliver blended services? Why doesn’t someone combine all the travel

data in one app – trains, buses, bikes & taxis


Getting Mobile & Social right

gives you stand outfrom all the noise

Get it right and you can get competitive advantage


IT’S TIME TO [email protected]@addictivemobile.com@addictivemobile

mailto:[email protected]

mailto:[email protected]

Media tel march 2013

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