global mobile opportunities & challenges

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© 2010 MediaMind Technologies Inc. | All rights reserved > DRIVING MOBILE OPPORTUNITY GLOBALLY \\ THE CHALLENGES AND OPPORTUNITIES OF EMBRACING MOBILE MARKETING \\ > DEAN DONALDSON \\ GLOBAL DIRECTOR OF MEDIA INNOVATION OPPORTUNITIES \\ << CHALLENGES © 2011 MediaMind. A division of DG @deandonaldson Tuesday, 25 October 11

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Page 1: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

>DRIVING MOBILE OPPORTUNITY GLOBALLY\\ THE CHALLENGES AND OPPORTUNITIES OF EMBRACING MOBILE MARKETING \\

> DEAN DONALDSON\\ GLOBAL DIRECTOR OF MEDIA INNOVATION

OPPORTUNITIES \\

<< CHALLENGES

© 2011 MediaMind. A division of DG

@deandonaldsonTuesday, 25 October 11

Page 2: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

It’s Sunny

Tuesday, 25 October 11

Page 3: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

It’s Rainy

Tuesday, 25 October 11

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© 2011 MediaMind. A division of DG

It’s Snowy

Tuesday, 25 October 11

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© 2011 MediaMind. A division of DG

It’s Ringing!

Tuesday, 25 October 11

Page 6: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

more peoplein japan now

surf the webfrom a mobile phone

than from a PCI-Igma

Tuesday, 25 October 11

Page 7: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved

Internet = 6 Petabytes6Eb6 Exabytes = 6M Terabytes

1,000 x WHOLE INTERNET

GLOBAL MOBILE DATA

Tuesday, 25 October 11

Page 8: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

2010 US Ad Spend in $Bn

0

23

45

68

90

1

3

26

50

70

84

MobileOnline

TV

MobileOnline

TV

x3

x2

x1.2

2010

2015

Tuesday, 25 October 11

Page 9: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

2010 US Ad Spend in $Bn

0

23

45

68

90

1

3

26

50

70

84

MobileOnline

TV

MobileOnline

TV

$500bn2010

2015

Tuesday, 25 October 11

Page 10: Global Mobile Opportunities & Challenges

0

150

300

450

600

2010

2015

370

382

© 2011 MediaMind. A division of DG

Global Ad Economy (Millions)

Digital Non-Digital

130 196

Tuesday, 25 October 11

Page 11: Global Mobile Opportunities & Challenges

0

150

300

450

600

2010

2015

370

382

© 2011 MediaMind. A division of DG

Global Ad Economy (Millions)

Digital Non-Digital

130 1961/3Tuesday, 25 October 11

Page 12: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Consumer Replacement

mobile: 12-18 monthslaptop: 3-4 yearstelevision: 7-10 years

6 monthsTuesday, 25 October 11

Page 13: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

500 millionsmartphones a year are

going to be sold over timeSteve Balmer

Tuesday, 25 October 11

Page 14: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

2xas TV | as PC

Tuesday, 25 October 11

Page 15: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

6xpenetration

Tuesday, 25 October 11

Page 16: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Cross Channel Campaign

Tuesday, 25 October 11

Page 17: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Evenings are most

effectivefor mobile advertising

Fact #1

Tuesday, 25 October 11

Page 18: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

appleTRUMPS

android

Fact #2

Tuesday, 25 October 11

Page 19: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

more

clicksthan your PC

Fact #3 CTR

Tuesday, 25 October 11

Page 20: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Tuesday, 25 October 11

Page 21: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Tuesday, 25 October 11

Page 22: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Tuesday, 25 October 11

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© 2011 MediaMind. A division of DG

Tuesday, 25 October 11

Page 24: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

<10%Tuesday, 25 October 11

Page 25: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

`

Furthermore, when taking Rich

Media metrics Dwell Rate, Dwell Time and CTR into

account, unit size

remains a poor

predictor of

performance.

Tuesday, 25 October 11

Page 26: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Location, Location

Location!

Tuesday, 25 October 11

Page 27: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

data showsconsumers engage with ads in

desktopapplications for longer

Tuesday, 25 October 11

Page 28: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Impact:

changing the train of

thoughtTuesday, 25 October 11

Page 29: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Personal Web

Tuesday, 25 October 11

Page 30: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Personal Web

60/40Tuesday, 25 October 11

Page 31: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Personal Web

60/40Tuesday, 25 October 11

Page 32: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Social Interaction

50%© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 33: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Social Interaction

80%© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 34: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Social Interaction

100%© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 35: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Evolution

content + apps + adsTuesday, 25 October 11

Page 36: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Tuesday, 25 October 11

Page 37: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Media migration

‣Personal TVVOD across multiple devices

Locations tailored to individual

‣Web TVComputer as interactive TV set

User generated content

‣Digital TVTV set as display device

High Definition architecture

‣Analogue TV Centralized, passive, limited choice

Single location viewing

2010

1980

© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 38: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

$264m2015 Global Mobile TV

Tuesday, 25 October 11

Page 39: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Tuesday, 25 October 11

Page 40: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Tuesday, 25 October 11

Page 41: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved

Tuesday, 25 October 11

Page 42: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

beyond thebrowser

Tuesday, 25 October 11

Page 43: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Tuesday, 25 October 11

Page 45: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

€£$Tuesday, 25 October 11

Page 46: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

60%v.5%

Tuesday, 25 October 11

Page 47: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

apps

Tuesday, 25 October 11

Page 48: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

HTML5

Tuesday, 25 October 11

Page 49: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

2015 eReader user base

= daily readership of newspapers + people who buy books

combined

Tuesday, 25 October 11

Page 50: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

2016

ePaper $1

© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 51: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

First ‘Gamified’ HTML5 Rich Media ad

2011 MOBi award for best iPad/Tablet ad

Tuesday, 25 October 11

Page 52: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved© 2008 Eyeblaster. All rights reserved

50%of under 15’s by 2015 will all use

touchscreens

Tuesday, 25 October 11

Page 53: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 54: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

amazoncompareinstantly

© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 55: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 56: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Tuesday, 25 October 11

Page 57: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Air Tagging

Tuesday, 25 October 11

Page 58: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

visualization of search© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 59: Global Mobile Opportunities & Challenges

“”

© 2011 MediaMind. A division of DG

2017How may I help you,

human?

Tuesday, 25 October 11

Page 60: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

identifiablepersonally

© 2010 MediaMind Technologies Inc. | All rights reserved

Tuesday, 25 October 11

Page 61: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Tuesday, 25 October 11

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© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 63: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved

systempayment

2015Tuesday, 25 October 11

Page 64: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved

$$$Tuesday, 25 October 11

Page 65: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Sensory surround

((((© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 66: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Smart Appliances

© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 67: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

∞=1© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 68: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

1=1© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 69: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

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© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 71: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

∞1={ ubiquitous computing (ubicomp) }

© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 72: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Smart Tags

RFID© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 73: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

20121 TRILLION

Tuesday, 25 October 11

Page 74: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Tuesday, 25 October 11

Page 75: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Tuesday, 25 October 11

Page 76: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 77: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 78: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Science Fiction or Fact?

Tuesday, 25 October 11

Page 79: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Science Fiction or Fact?

• Chips linked to InternetActive up to 500m radius

• Wave-and-Pay + GPS

Tuesday, 25 October 11

Page 80: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Science Fiction or Fact?

• Chips linked to InternetActive up to 500m radius

• Wave-and-Pay + GPS

Personal Identification Device (PID)

= targeted ads

Tuesday, 25 October 11

Page 81: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Tuesday, 25 October 11

Page 82: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Tuesday, 25 October 11

Page 83: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

Toshiba

© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 84: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved

[data]© 2010 MediaMind Technologies Inc | All rights reserved

Tuesday, 25 October 11

Page 85: Global Mobile Opportunities & Challenges

3?screens

© 2011 MediaMind. A division of DG

Tuesday, 25 October 11

Page 86: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Tuesday, 25 October 11

Page 87: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Going to ‘the Flicks’

Tuesday, 25 October 11

Page 88: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Power of XBox in the palm of your hand

Tuesday, 25 October 11

Page 89: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

reinventing the remote control

Tuesday, 25 October 11

Page 90: Global Mobile Opportunities & Challenges

© 2010 MediaMind Technologies Inc. | All rights reserved© 2008 Eyeblaster. All rights reserved

2ndmost looked at screen in home

is the mobile

Tuesday, 25 October 11

Page 91: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Tuesday, 25 October 11

Page 92: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Tuesday, 25 October 11

Page 93: Global Mobile Opportunities & Challenges

© 2011 MediaMind. A division of DG

Online. Mobile. Out of Home.

Tuesday, 25 October 11