ad:tech sydney mobile web 3.0
DESCRIPTION
Presentation to Ad:Tech Sydney on some of the mobile / web 3.0 concepts and developments. Does not delve into 3.0, but does look at new applications and sevices on the mobile web, advertising in this context and how to take advantage of this channelTRANSCRIPT
New technologies, new applications New technologies, new applications (new ways of connecting)(new ways of connecting)
New technologies, new applications New technologies, new applications (new ways of connecting)(new ways of connecting)
Jennifer Wilson
#ATSYDM
8.55m 3G handsets (December 08)Up 88% on a year ago
17m iPhone sold world-wide (10m 3G)iPhone equates to 1.1% of all handsets
Blackberry equates to 1.9%
AdMobs ad serving:33% to smart phones10.4% to iPhones
O2 released fabulous 3G package400% increase in data traffic (major upgrade requried)
$25b global mobile content market
8.55m 3G handsets (December 08)Up 88% on a year ago
17m iPhone sold world-wide (10m 3G)iPhone equates to 1.1% of all handsets
Blackberry equates to 1.9%
AdMobs ad serving:33% to smart phones10.4% to iPhones
O2 released fabulous 3G package400% increase in data traffic (major upgrade requried)
$25b global mobile content market
Most ubiquitous device (ever)Responded to very quickly (96% SMS read in <20 mins)On 24 x 7, nearby and accessed oftenCommunication, content and utilityResponse to mobile advertising incredible:
3% - 7% response rate10% - 20% conversation rate6 times the ROI on mobile compared to other forms
We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices
Most ubiquitous device (ever)Responded to very quickly (96% SMS read in <20 mins)On 24 x 7, nearby and accessed oftenCommunication, content and utilityResponse to mobile advertising incredible:
3% - 7% response rate10% - 20% conversation rate6 times the ROI on mobile compared to other forms
We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices
AMF Ventures measured the relative accuracies of measuring audience data by the three major media channels, TV, internet and mobile in 2007 and found:
On TV, the total audience data that can be captured is 1%On the web, the audience data that can be captured is 10%On mobile, the audience data that can be captured is 90%
AMF Venture 2007
AMF Ventures measured the relative accuracies of measuring audience data by the three major media channels, TV, internet and mobile in 2007 and found:
On TV, the total audience data that can be captured is 1%On the web, the audience data that can be captured is 10%On mobile, the audience data that can be captured is 90%
AMF Venture 2007
Right now, we’re seeing internet on a small screen….But there’s much more to this
Mobile offers :The first personal mass media channelAlways with us, always onLocation awarenessBuilt in payment channelCreative tool for UGC (video, text & image)Near-perfect audience dataAble to capture the social context of mediaProactive communication tool
Right now, we’re seeing internet on a small screen….But there’s much more to this
Mobile offers :The first personal mass media channelAlways with us, always onLocation awarenessBuilt in payment channelCreative tool for UGC (video, text & image)Near-perfect audience dataAble to capture the social context of mediaProactive communication tool
Based upon Tomi Ahonen – Mobile as the 7th Mass Media
The Read/Write Web
Communities
User Generated Content
XML, RSS
Web applications
Tagging (“folksonomy”)
Cost per click
Word of mouth
The Read/Write Web
Communities
User Generated Content
XML, RSS
Web applications
Tagging (“folksonomy”)
Cost per click
Word of mouth
The Portable Personal WebPortable Personal Web
Individuals
Lifeblog/lifestream
The Semantic Web
Widgets (drop & drag mash-ups)
Tagging (“me-onomy”)
Twine, NetVibes
User Engagement
Advertainment
The Portable Personal WebPortable Personal Web
Individuals
Lifeblog/lifestream
The Semantic Web
Widgets (drop & drag mash-ups)
Tagging (“me-onomy”)
Twine, NetVibes
User Engagement
Advertainment
Key Point – “The user interface everywhere”Everything will become connected (wirelessly)Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation
Trucks sense wear on tyres, place an order at a suitable garage on route for replacements, alerting driver as appropriate
More interesting - use of existing devices as intelligent sensors
GPS plus (time) in a car = traffic flowsGPS plus (weather sensing) = instant localised weather
We will be the crowd that sources (via our mobile device)
Key Point – “The user interface everywhere”Everything will become connected (wirelessly)Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation
Trucks sense wear on tyres, place an order at a suitable garage on route for replacements, alerting driver as appropriate
More interesting - use of existing devices as intelligent sensors
GPS plus (time) in a car = traffic flowsGPS plus (weather sensing) = instant localised weather
We will be the crowd that sources (via our mobile device)
Personalisation is capturing the information someone gives you about themselvesContext is knowing what goes before this, what other influences are, unspoken factors – the environment in which this sitsFor mobile, some context is automatic:
Location, day of week, time of dayPrevious actions from <here> at <similar times>What they did before they got to <this service>
With content & context, recommendations are natural (add community, commerce to personalisation and search = Mobile 3.0!)
Personalisation is capturing the information someone gives you about themselvesContext is knowing what goes before this, what other influences are, unspoken factors – the environment in which this sitsFor mobile, some context is automatic:
Location, day of week, time of dayPrevious actions from <here> at <similar times>What they did before they got to <this service>
With content & context, recommendations are natural (add community, commerce to personalisation and search = Mobile 3.0!)
This, I submit, is the formula for the future: Web 3.0 = (4C + P + VS). Sramana Mitra
WhenWhat is the time of day/day of week NOW?Is this their first time or have they been here before?
Where Where are they? Does that change anything?Where were they before they came here?
WhyWhy are they using this device?
HowCan we help them? What are they trying to do?
WhenWhat is the time of day/day of week NOW?Is this their first time or have they been here before?
Where Where are they? Does that change anything?Where were they before they came here?
WhyWhy are they using this device?
HowCan we help them? What are they trying to do?
21.5m mobile phones
8.5m 3G handsets
30% rich media devices
< 1.5% iPhone
21.5m mobile phones
8.5m 3G handsets
30% rich media devices
< 1.5% iPhone
Don’t restrict the contentJust manage the navigation and presentation
Think of your consumer *first*What will they be doing? Where? Moving?
Tailor your sites for your audienceNot just iPhone, but not WAP 1.0 either
If cross-platform (online and mobile)Allow a single log in for consistent experience
Personalise, tailor, make unique, deliverRemember your customers and show you remember
Don’t restrict the contentJust manage the navigation and presentation
Think of your consumer *first*What will they be doing? Where? Moving?
Tailor your sites for your audienceNot just iPhone, but not WAP 1.0 either
If cross-platform (online and mobile)Allow a single log in for consistent experience
Personalise, tailor, make unique, deliverRemember your customers and show you remember
SMSPush messages, include links, content, imagesCan be forwarded (potentially viral)96% of messages read in 20 mins (email????)
InternetLimitations as to use of device functionalityLess control over placementMake sure the specific device is recognised (EX)
AppsFirst, get them to download (non-iPhone < 12%)Ability to control ad placement
SMSPush messages, include links, content, imagesCan be forwarded (potentially viral)96% of messages read in 20 mins (email????)
InternetLimitations as to use of device functionalityLess control over placementMake sure the specific device is recognised (EX)
AppsFirst, get them to download (non-iPhone < 12%)Ability to control ad placement
Masking of number with name (doesn’t let me call back/cancel)Text heavy How relevant is the offer?Note: Osborne Park WA
Masking of number with name (doesn’t let me call back/cancel)Text heavy How relevant is the offer?Note: Osborne Park WA
First, recognise your handset First, recognise your handset
And the size of the pointing device…. Note: Qantas has
resolved this problem, but it did take three
months….
Typical use of banner at top of pageOccasional repeats at fold Usually max of 3 per page
Typical use of banner at top of pageOccasional repeats at fold Usually max of 3 per page
Iconic brands are their own advertisingIconic brands are their own advertising
New York Times applicationAd is placed a bottom of the screenAnd remains there as you scroll down
New York Times applicationAd is placed a bottom of the screenAnd remains there as you scroll down
First there was television, or rather:First there was television, or rather:
+
Which started off as (and in many cases remained):Which started off as (and in many cases remained):
+
Lots of talk about “the mobile internet”….Lots of talk about “the mobile internet”….
Sounds a lot like “radio with pictures “
iPhone – that gorgeous (tiny) restricted environmentCarriers are cut out (and don’t like it)Apple has total control (and increasingly we don’t like it)Development environment also controlled (and limited)
Android, Windows Mobile & Open Symbian – new forces?(more) Open sourceBroader development communityBetter processing environment An operating system on other devices
Reduced x-platform development costsStill with the gorgeous features
iPhone – that gorgeous (tiny) restricted environmentCarriers are cut out (and don’t like it)Apple has total control (and increasingly we don’t like it)Development environment also controlled (and limited)
Android, Windows Mobile & Open Symbian – new forces?(more) Open sourceBroader development communityBetter processing environment An operating system on other devices
Reduced x-platform development costsStill with the gorgeous features
Video call (2 x camera)Background processingCut and Paste/ toolsRicher message management (+MMS)Slider keypad (maybe)
Video call (2 x camera)Background processingCut and Paste/ toolsRicher message management (+MMS)Slider keypad (maybe)
Palm PreHTC DreamLG Touch WebEclipse Intuit (maybe?)
Palm PreHTC DreamLG Touch WebEclipse Intuit (maybe?)
Facebook Connect (to open up social elements)Linking installed apps via connect (or other open source tool)Allows for sharing at the apps levelCould be gamesCould be gamingCould be how socialnetwork truly goes mobile
BrightkiteLooptCitysearch (US)LivePokerDiggTwitter
Facebook Connect (to open up social elements)Linking installed apps via connect (or other open source tool)Allows for sharing at the apps levelCould be gamesCould be gamingCould be how socialnetwork truly goes mobile
BrightkiteLooptCitysearch (US)LivePokerDiggTwitter Image: © razorfish 2008
http://www.youtube.com/watch?v=PrwmHnnSXYo
Image recognition improving dramaticallyPrediction: death of QR codes in 18 months
Supplementing reality and augmenting itVia your mobile phone
Image recognition improving dramaticallyPrediction: death of QR codes in 18 months
Supplementing reality and augmenting itVia your mobile phone
Mobile is more than a campaign toolWe have to start thinking of it not as the fourth screen
But as the first
For marketing, the budget need to not be experimentalBut experiential
For advertisers, the consumer needs to come first Time, place, activityReward, cost, response
We can experiment hereThe audience is extremely tolerant (and inquisitive)
Mobile is more than a campaign toolWe have to start thinking of it not as the fourth screen
But as the first
For marketing, the budget need to not be experimentalBut experiential
For advertisers, the consumer needs to come first Time, place, activityReward, cost, response
We can experiment hereThe audience is extremely tolerant (and inquisitive)
If you are a brand:Mobile is a consumer touch point, not just an advertising or marketing channelConsumers will expect to transact through this channelHow does your brand stack up? What do you represent?
If you are a marketer:Use mobile as part of you strategy (integrated with others)If you want to do something new/different – mobile can helpConsumers are sophisticated – clever concepts are better
If you are an advertiser:Be patient. The market is coming (and can be counted)Be aware of the context. Popular might not be appropriate
If you are a brand:Mobile is a consumer touch point, not just an advertising or marketing channelConsumers will expect to transact through this channelHow does your brand stack up? What do you represent?
If you are a marketer:Use mobile as part of you strategy (integrated with others)If you want to do something new/different – mobile can helpConsumers are sophisticated – clever concepts are better
If you are an advertiser:Be patient. The market is coming (and can be counted)Be aware of the context. Popular might not be appropriate
Eric Schmidt CEO Google May 2005Eric Schmidt CEO Google May 2005
Jennifer WilsonJennifer WilsonThe Project FactoryThe Project Factory
[email protected]@theprojectfactory.com+61 414 59 58 57+61 414 59 58 57
@JenWilsonSydney@JenWilsonSydney
Jennifer WilsonJennifer WilsonThe Project FactoryThe Project Factory
[email protected]@theprojectfactory.com+61 414 59 58 57+61 414 59 58 57
@JenWilsonSydney@JenWilsonSydney