Download - The mobile show 17 april 2012

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


•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


•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


Tablet owners are more likely to consume after viewing an ad

2012INSIGHT

406,340 DEVICE ONLY

GREAT CONSUMERS


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


•Doing some math

•Maximizing the 4th screen advertising


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

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NOT WORKING

They are ready to dialogue with brands & explore new horizons

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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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USEFULENTERTAIN

EDUCATECONNECT

Content

•BPG Maxus


•Doing some math

•The rise of the 4th screen in advertising


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?

Download - The mobile show 17 april 2012

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