Age of Access

Eric Schmidt

Personal use of mobile phones

• Entertainment (social media)

• Reach (calls, sms, messenger)

• Interactivity (apps & games)

• Create content (photos, videos)

Personal use of mobile phone

• Stay connected ( calls, sms, messenger) .• Interactivity ( Apps and games).• Create content (photos and videos).• Use tools (calendar, alarm, organizer)

Importance of scale/size of market

• Target • Reach• Frequency

• Stay connected ( calls, sms, messenger) .• Interactivity ( Apps and games).• Create content (photos and videos).• Use tools (calendar, alarm, organizer)

Secret of •Value for customer.

•Learn customer problems. •Solve the problem.. .

• Stay connected ( calls, sms, messenger) .• Interactivity ( Apps and games).• Create content (photos and videos).• Use tools (calendar, alarm, organizer)

 Double Click? Double Click?

Develops and provides internet ad services and focuses on uploading ads and reporting their performance.

More than 2 million publisher partners.

Personal use of mobile phone

• Stay connected ( calls, sms, messenger) .• Interactivity ( Apps and games).• Create content (photos and videos).• Use tools (calendar, alarm, organizer)

Traditional Media

Online Advertising

Advertising Change?

Personal use of mobile phone

• Stay connected ( calls, sms, messenger) .• Interactivity ( Apps and games).• Create content (photos and videos).• Use tools (calendar, alarm, organizer)

Market decides

Whatever users are getting,

that's what you want

Personal use of mobile phone

• Stay connected ( calls, sms, messenger) .• Interactivity ( Apps and games).• Create content (photos and videos).• Use tools (calendar, alarm, organizer)

Key insight  

You must come up with the NUB of approaching advertising.

Personal use of mobile phone

• Stay connected ( calls, sms, messenger) .• Interactivity ( Apps and games).• Create content (photos and videos).• Use tools (calendar, alarm, organizer)

reachHow can we Approachadvertising?

measurability

integrate

Personal use of mobile phone

• Stay connected ( calls, sms, messenger) .• Interactivity ( Apps and games).• Create content (photos and videos).• Use tools (calendar, alarm, organizer)

What is the publisher’s solution?

The publishers solution comes from trial and error (keep trying) until they know what works best (become experts). Then they continuously measure it to see if it works and how to improve it.

Personal use of mobile phone

• Stay connected ( calls, sms, messenger) .• Interactivity ( Apps and games).• Create content (photos and videos).• Use tools (calendar, alarm, organizer)

Characteristics of the new online advertising model?

•Interactive.•Real time.•Live.

Personal use of mobile phone

• Stay connected ( calls, sms, messenger) .• Interactivity ( Apps and games).• Create content (photos and videos).• Use tools (calendar, alarm, organizer)

Vision of the future of information in one key word?

EVERYONEno longer about elites.

The vision covers