Published on November 19, 2009
Mobile Apps: The Future of Mobile Advertising?
Andrew Grill, Digital Strategist
Web Goes Mobile Brussels November 2009
What your mobile says about you
The Mad Men need to change their approach
What’s wrong with this picture ?
The advertising world has to change
Imagine if advertising was personal
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
Are apps the future for Mobile advertising?
Bespoke mobile app
Barclaycard waterslide game
Barclaycard waterslide game
Bespoke mobile site http://www.peugeot3008.mobi
IBM augmented reality at Wimbledon
Promotion – app store or direct?
Campaigns must be measurable
Mobile secret #1 “Mobile operators don’t collect the information advertisers need”
“Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile” VW CRM Manager May 2009
Informa /Ogilvy / Acision paper bit.ly/ad2020 “P&G spent just 0.17% of their advertising budget on mobile in 2008”
Mobile secret #2 “we’re not interested in CPM or click-through rates…we just want to sell products” Brand Manager FMCG 2008
“Ultimately advertising must sell...or else” David Ogilvy
Mobile secret #3 “we don’t need a mobile site”
Mobile secret #4 “Small is beautiful with mobile”
The changing face of advertising Reach & Frequency RELEVANCY
Mobile secret #5 “Unless we heed the 3 Ps of mobile it will never take off as a medium”
Permission Privacy Preference
Permission people will decide what they see / receive / engage with Privacy Preference
Permission Privacypeople will decide where their data is and how it is used Preference
Permission Privacy Preference people will decide what content they find relevant. Inference and assumption has a limited lifespan
Mobile Advertising & Social Media www.LondonCalling.mobi Follow me on twitter.com/AndrewGrillemail me via andrewgrill.com/contact+44 788 198 6694
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