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Private & Confidential – Copyright Addictive Ltd 2011
MOBILE FIX - LIVE
Private & Confidential – Copyright Addictive Ltd 2011
This is the chart that makes Mary Meeker redundantWe don’t need any more data – mobile is huge right now
wherever you are
Private & Confidential – Copyright Addictive Ltd 2011
Having worked on the launch of home PC in the90s we think computing has finally evolved – touch and voice
controlled and with you all the time
Private & Confidential – Copyright Addictive Ltd 2011
And now Phablets
Private & Confidential – Copyright Addictive Ltd 2011
And because so many people use FB on their mobile we think mobile and social are increasingly the same thing
Private & Confidential – Copyright Addictive Ltd 2011
GAFA drives the innovation and brands need help navigating this new ecology
Private & Confidential – Copyright Addictive Ltd 2011
In a fragmented world you need smart advice – otherwise you risk being stuck in the wrong place
Private & Confidential – Copyright Addictive Ltd 2011
Brands realising that an app isn’t the answerUnless you are solving a very specific problem
Private & Confidential – Copyright Addictive Ltd 2011
But so many still haven’t taken the simple steps to get ready – what are people waiting for?
Private & Confidential – Copyright Addictive Ltd 2011
“Mobile advertising sucks”
Private & Confidential – Copyright Addictive Ltd 2011
We think mobile advertising is broken – its as if no-one caresWhy would waitrose advertise on the football pages of the YEP &
given 99%+ wont click shouldn’t the add work harder?
Private & Confidential – Copyright Addictive Ltd 2011
Why make people wait for your message to load?
Private & Confidential – Copyright Addictive Ltd 2011
and given 99% of people seeing this
And when you do get there the message is underwhelming
Private & Confidential – Copyright Addictive Ltd 2011
We spent 20 mins on the Guardian mobile site & found every ad was ‘broken’ in some way
The ITV ad is integrated with other activity
Private & Confidential – Copyright Addictive Ltd 2011
When you click you can watch a trailer – or clickthrough to FB for more info – or go get the ITV player app
Private & Confidential – Copyright Addictive Ltd 2011
Taking you to the iTunes store Which is fine – except I am using an android phone
Private & Confidential – Copyright Addictive Ltd 2011
Zegna add kept coming up – no frequency capping so I saw it maybe 30 times
Private & Confidential – Copyright Addictive Ltd 2011
Clicking brings up a nice picture and another click..
Private & Confidential – Copyright Addictive Ltd 2011
Which opens a page not optimised for mobile
Private & Confidential – Copyright Addictive Ltd 2011
The Hyatt ad has a more interesting message
Private & Confidential – Copyright Addictive Ltd 2011
But clicks through to a site that isn’t optimised for mobile
Private & Confidential – Copyright Addictive Ltd 2011
P&G will get it right though…
Private & Confidential – Copyright Addictive Ltd 2011
No
Private & Confidential – Copyright Addictive Ltd 2011
And amongst these brand apps we kept seeing Google ads – with this one hinting at some targetting
Private & Confidential – Copyright Addictive Ltd 2011
And we are seeing the most annoying desktop fprmats coming to mobile
Private & Confidential – Copyright Addictive Ltd 2011
There are good alternatives – FB allows precise targeting and formats that fit with the flow
Private & Confidential – Copyright Addictive Ltd 2011
Twitter doesn’t have the targeting but do have flow formats – but couldn’t Sainsbury find something more
interersting to say?
Private & Confidential – Copyright Addictive Ltd 2011
$50bn Globally – Threat or Opportunity?
Private & Confidential – Copyright Addictive Ltd 2011
TO THINK ABOUT….
Private & Confidential – Copyright Addictive Ltd 2011
Q4 2012iPhone 5
Nexus 4 & 7Kindle Fire
iPad 4 & MiniUbiquitous WiFi
4G
Market still moving very quicklyWith millions of people getting new devices and faster
connections
Private & Confidential – Copyright Addictive Ltd 2011
We are convinced tablets are a huge opportunity – but few media owners or brands are creating bespoke
content and services
Private & Confidential – Copyright Addictive Ltd 2011
New software like Google Now are showing what can be done by combining data to provide a great service
Private & Confidential – Copyright Addictive Ltd 2011
And Apple are aggregating brands loyalty and tickets etc and layering services on top
Private & Confidential – Copyright Addictive Ltd 2011
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?We think the next generation of apps will deliver blended services? Why doesn’t someone combine all the travel
data in one app – trains, buses, bikes & taxis
Private & Confidential – Copyright Addictive Ltd 2011
Getting Mobile & Social right
gives you stand outfrom all the noise
Get it right and you can get competitive advantage
Private & Confidential – Copyright Addictive Ltd 2011
IT’S TIME TO EXPERIMENTsimon@addictivemobile.commobilefix@addictivemobile.com@addictivemobile
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