Talk title: "This time…it’s personal. How mobile challenges everything we thought we knew about advertising“ Presentation given by Mobile Advertising Evangelist and thought leader Andrew Grill on Monday 1st June at Mobile Monday Amsterdam #momoams. See the live video of the talk at http://tr.im/grillmomo Audience Size: 400 people Find out more at http://londoncalling.mobi

1. www
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

2. LondonCalling.mobi

3. Life is for sharing
LondonCalling.mobi

4. “91% have the device
within arms reach 24 x 7”
LondonCalling.mobi
Morgan Stanley 2007

5. “63% of Americans are not
willing to share their mobile
phone with anyone”
LondonCalling.mobi
Wired Magazine

6. “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

7. iPhone statistic / reference
goes here
LondonCalling.mobi
any analyst

8. What your mobile says about you
LondonCalling.mobi

9. The MadMen need to change their approach
LondonCalling.mobi

10. What’s wrong with this picture ?
LondonCalling.mobi

11. The advertising world has to change
LondonCalling.mobi

12. Ad avoidance
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13. World’s most successful mobile advertising campaign
LondonCalling.mobi

14. World’s most successful mobile advertising campaign
LondonCalling.mobi

15. LondonCalling.mobi

16. Imagine if advertising was personal
LondonCalling.mobi

17. Radio with pictures – TV in 1941
LondonCalling.mobi

18. The internet … on your mobile
LondonCalling.mobi

19. What’s happening now?
LondonCalling.mobi

20. Branded applications
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21. Branded experiences
LondonCalling.mobi

22. In game advertising
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23. In call / idle screen
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24. In call / idle screen
LondonCalling.mobi

25. GeoVector - Surf the Whole Wide World™
Your phone is a “world mouse”
LondonCalling.mobi

26. Making campaigns measurable
LondonCalling.mobi

27. Mobile secret #1
“Mobile operators don’t
collect the information
advertisers need”
LondonCalling.mobi

28. “Volkswagen spend
ONE PERCENT of their DIGITAL
budget on mobile”
VW CRM Manager May 2009
LondonCalling.mobi

29. Mobile secret #2
“no-one ever got sacked
for buying TV”
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30. Concept of the “big ad”…on a 10cm screen
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World Face/British Airways 1989

31. Mobile secret #3
“We’re a bit scared that
mobile may expose the
lack of transparency with
TV ratings”
Ad executive 2008
LondonCalling.mobi

32. Mobile as your
remote
control in the
multiverse LondonCalling.mobi

33. Subtle way of learning more about you
LondonCalling.mobi

34. 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

35. “Ultimately advertising must sell...or else”
David Ogilvy
LondonCalling.mobi

36. Mobile secret #5
“Small is beautiful with
mobile”
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37. The changing face of advertising
LondonCalling.mobi

38. Mobile secret #6
“Unless we heed the 3 Ps
of mobile it will never take
off as a medium”
LondonCalling.mobi

39. Permission
Privacy
Preference
Inference and assumption has a limited lifespan
LondonCalling.mobi

40. A new name for mobile advertising?
LondonCalling.mobi

41. 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