the mobile show 17 april 2012
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Disruptive Technologies that create the Ultimate Campaign
18th April 2012
BPG MAXUS
Content
•BPG Maxus
•Why are we here today?
•Doing some math
•Maximizing the 4th screen advertising
•Case studies•Q & A
Named Global Media Agency of the year 2011Named Global Fastest Growing Agency in 2010
BPG Maxus apply the Relationship Media thinking framework
REACHENGAGE
CONVERSEENRICH
Simplifying a sophisticated media equation
Content
•BPG Maxus
•Why are we here today?
•Doing some math
•Maximizing the 4th screen advertising•Case studies•Q & A
Probably because of the magnitude of Steve Jobs
Probably because the entire world love tablets
Probably because tablets are the fastest ramping mobile device
* Source: Morgan Stanley - Tablet Demand and Disruption – February 2011 – page 13
Probably because more brands are jumping into the pool
* Source: Morgan Stanley - Tablet Demand and Disruption – February 2011 – page 16
Probably because of the Middle Eastern’s tablet legacy
Flood TabletNeo-Assyrian7th century BC
Ipad 3Dubai2012
* Source: www.britishmuseum.org/explore/highlights/.../the_flood_tablet.aspx - Assyrian King Ashurbanipal (reigned 669-631 BC)
Content
•BPG Maxus
•Why are we here today?
•Doing some math
•Maximizing the 4th screen advertising•Case studies•Q & A
In the Gulf, the tablet market will continue growing by
* Source: Gulf News - January 27, 2012
+21% More if:
# Telecom operators decide to lower prices of their 3G data services
# Demand emerges from commercial end-users
+21%
In the UAE, demand for tablets will be driven by home users
20122011
406,340 249,951
+62%
DEVICE SOLD DEVICE SOLD
* Source: Gulf News - January 27, 2012
46% tablet owners are sharing their device
406,340 DEVICE ONLY
~ 600 K USERS
2012INSIGHT
* Source: Nielsen Report - The Increasingly Connected Consumer: Connected Devices (revised October 2011)
48% tablet owners are “Early Adopters”
2012INSIGHT
406,340 DEVICE ONLY
~ 200 K Early Adopters
* Source: Nielsen Report - The Increasingly Connected Consumer: Connected Devices (revised October 2011)
Tablet owners are more likely to consume after viewing an ad
2012INSIGHT
406,340 DEVICE ONLY
GREAT CONSUMERS
* Source: Nielsen Report - The Increasingly Connected Consumer: Connected Devices (revised October 2011)
One quick question
How many brands are today looking at this kind of audience?
~ 600 000 consumers in the UAE (7%) with good disposable incomes
~ 200 000 early adopters
Great consumers !
Content
•BPG Maxus
•Why are we here today?
•Doing some math
•Maximizing the 4th screen advertising
•Case studies•Q & A
Why is it so critical to reach the “Early Adopters”?
EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY LATE MINORITY
4th Screen 3rd Screen 2nd Screen 1st Screen
INFLUENCE THE MASSWORD OF MOUTH
TREN
DS
SETT
ERS FOR ANY BRANDS8 to 15%
Early adopters are not influenced by traditional advertising
EARLY ADOPTERS
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EARLY ADOPTERSEARLY ADOPTERS
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NOT WORKING
They are ready to dialogue with brands & explore new horizons
EARLY ADOPTERS
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EARLY ADOPTERSEARLY ADOPTERS
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In the Middle East, only 57% of the tablet owners are findingtheir apps useful (lowest of the world) – vs. the 97% in Asia
* Source: Qualifa Sales Acceleration – Tablet user survey - 2011
Need for developing apps that will enhance their experience
EARLY ADOPTERS
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EARLY ADOP
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EARLY ADOPTERSEARLY ADOPTERS
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USEFULENTERTAIN
EDUCATECONNECT
Content
•BPG Maxus
•Why are we here today?
•Doing some math
•The rise of the 4th screen in advertising
•Case studies•Q & A
Today consumers are bees - they fly from one brand to another *
BRAND # 1
BRAND # 2BRAND # 3
BRAND # 4
* Source: adding the Early Majority
Let’s share some honey work available on the 4th screen
Case study # Heineken
* Source: YouTube = The Cannes Lions International Advertising Festival 2011* Source: YouTube = The Cannes Lions International Advertising Festival 2011
ENTERTAIN
Case study # Audi
* Source: YouTube = The Cannes Lions International Advertising Festival 2011
CONNECT
Case study # Domino’s Pizza
* Source: YouTube = The Cannes Lions International Advertising Festival 2011
USEFUL
Case study # Disney
ENTERTAIN
Final question
Are you ready now to develop a new kind of relationship with them?
033 Insert presentation title on master slideinsert date on master slide
THANK YOU
Grégory Bolle | Strategic Planning Head | BPG Maxus4th Floor, MAF Tower | PO Box 121879 Dubai UAET +971 4 324 4424 Ext 203 | F +971 4 324 2512 |M +971 50 435 4846gregory@bpgmaxus.com | www.batespangulf.com | maxusglobal.com
Grégory Bolle | Strategic Planning Head | BPG Maxus4th Floor, MAF Tower | PO Box 121879 Dubai UAET +971 4 324 4424 Ext 203 | F +971 4 324 2512 |M +971 50 435 4846gregory@bpgmaxus.com | www.batespangulf.com | maxusglobal.com
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