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                                                           gapingvoid.com



This time…it’s personal. How mobile challenges
everything we thought we knew about advertising
Andrew Grill, Mobile Advertising Evangelist &
Head of Business Development – Gigafone         LondonCalling.mobi
                                                twitter @andrewgrill
LondonCalling.mobi
Life is for sharing




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




                   LondonCalling.mobi
                     Morgan Stanley 2007
“63% of Americans are not
willing to share their mobile
phone with anyone”
                     LondonCalling.mobi
                          Wired Magazine
“it takes an average of 26
hours for a user to notice
and report a lost wallet…

a lost phone is reported in
68 mins”
                     LondonCalling.mobi
                            Unisys Survey
iPhone statistic / reference
        goes here

                    LondonCalling.mobi
                             any analyst
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
World’s most successful mobile advertising campaign




                                      LondonCalling.mobi
World’s most successful mobile advertising campaign




                                     LondonCalling.mobi
LondonCalling.mobi
Imagine if advertising was personal




                           LondonCalling.mobi
Radio with pictures – TV in 1941




                         LondonCalling.mobi
The internet … on your mobile




                          LondonCalling.mobi
What’s happening now?




                        LondonCalling.mobi
Branded applications




                       LondonCalling.mobi
Branded experiences




                      LondonCalling.mobi
In game advertising




                      LondonCalling.mobi
In call / idle screen




                        LondonCalling.mobi
In call / idle screen




                        LondonCalling.mobi
GeoVector - Surf the Whole Wide World™




Your phone is a “world mouse”
                                LondonCalling.mobi
Making campaigns measurable




                        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
Mobile secret #2

“no-one ever got sacked
for buying TV”


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




                               LondonCalling.mobi
                          World Face/British Airways 1989
Mobile secret #3

“We’re a bit scared that
mobile may expose the
lack of transparency with
TV ratings”
                     Ad executive 2008
                    LondonCalling.mobi
Mobile as your
remote
control in the
multiverse       LondonCalling.mobi
Subtle way of learning more about you




                           LondonCalling.mobi
Mobile secret #4

“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 #5

“Small is beautiful with
mobile”


                     LondonCalling.mobi
The changing face of advertising




                           LondonCalling.mobi
Mobile secret #6

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

                      LondonCalling.mobi
Permission

Privacy

Preference

Inference and assumption has a limited lifespan
                                  LondonCalling.mobi
A new name for mobile advertising?




                          LondonCalling.mobi
Mobile Advertising Blog
    www.LondonCalling.mobi




Follow me on twitter.com/AndrewGrill
email me via andrewgrill.com/contact
+44 788 198 6694
                                       LondonCalling.mobi
                                       twitter @andrewgrill

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How mobile impacts advertising MoMo Amsterdam #11