Wieden + Kennedy

THIRD SCREENFIFTH DIMENSION

3/5

where the iphone came from

before june 29, 2007 after june 29, 2007

june 29, 2007

evolution

Text

The future is already here.

It's just not very evenly distributed.

—William Gibson

“

”

the first law of technology

With every change in technology that affects consumer behavior, we always overestimate the impact in the short term, but then underestimate the full impact over the long term.

signal vs noise

thresherVol. 1, Summer 2009

™

1. Freedom to ask questions2. Freedom from eye-rolling3. Freedom from bullshit4. Freedom to not know the answer

five freedoms

5. Freedom from being distracted by someone on their smartphone

cool, let’s go.

loading .....

adoption

| a lot of people have cell phones

95 million pay for access to the internet specifically

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254 million mobile subscribers

144 million have a data plan(sms, mms, internet)

right now in the US there are...

&

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Monthly Time Spent (Hours:Minutes) 1Q 2009

K2-11 T12-17 A18-24 A25-34 A35-44 A45-54 A55-64 A65+

TV 108:45 104:24 116:47 144:09 151:52 175:42 195:01 210:52

DVR 5:50 5:06 5:47 12:12 11:19 9:40 9:14 4:28

Internet 5:21 11:32 14:19 31:37 42:35 39:27 35:49 28:34

Internet Video 1:45 2:50 5:07 4:32 3:29 2:45 1:44 1:22

Mobile Video n/a 6:30 2:53 3:37 3:15 3:15 2:10 n/aSource: The Nielsen Company

Nielsen A2/M2 Three Screen Report

6 HOURS AND 30 MINUTES

source:Nielsen Mobile - Critical Mass - The Worldwie State of the Mobile WebNielsen - A2/M2 Three Screen Report 4th Quarter 2008CDC - Wireless Substitution: Early Release of Estimates From the National Health Interview Survey

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teens (13-17) spend over

6 hours a monthwatching video on a mobile phone

there are 64 million subscribers in the US that actively use mobile internet services

1 in 5 American householdshave only wireless phones

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putting it in perspective

mobile internetinternet

1996

34 million users

1997

68 million users

2007

24 million users

2008

64 million users

} }100% YOY 266% YOY

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Daily Users ofMobile News & Info

(excludes email, social media)

22MM+comScore: 1/09

Top 100US NewspapersDaily Circulation

27MMAudit Bureau of Circulations

traditional mobile

adoption

so that’s today.

but what about tomorrow?

adoption

umtshsdpa

evdowimax

lte

universal mobile telecommunications systemhigh-speed downlink packet accessevolution-data optimized802.16long term evolution

how to read alphabet soup

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3g

3.5g4g

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gsm cdma

cdma2000edge

umts/hsdpa evdo

lte

802.11b

802.11g

802.11n

wimax

adoption

so what?

by 2012, the big four will offer mobile broadband with speeds up to 30x faster than today’s dsl and cable

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trending topics:

mobile appsimage recognition

socialrfid

adoption

more and more people are spending more and more time with their phone.

the “third screen” is constantly borrowing time from TV and the web.

we need to think about mobile differently

next: enter the 5th dimension

rfid

| radio frequency identification

rfid

and it’s already used in credit cards, transit passes, and key-fobs

rfid allows you to tag any object with an electronic signature

what would an rfid world look like?

rfid

like this:

rfid

Gamers can be given a unique RFID tag, in the form of a card, token, or even integrated into a branded iPhone case.

This tag can be registered online and linked to a users Facebook account or other online profile, and trigger displays at retail.

rfid

video:

start tagging our packaging give users tracking tokens in-store and ooh rfid readers

we could...

rfid

21 3

next: i know where you live. really, i do.

social

| welcome to the social (thanks microsoft)

social

32 million mobile subscribers accessed social networking sites or blogs in May 2009.

Mobile: 24.0 minutes per day, 3.3 visits

18.6% of smartphone users on social networking sites daily basis, 40.3% on monthly basis.

PC: 27.5 minutes per day, 2.3 visits

social

13.4MM watched video on their phone in Q1 2009

52% from Q1 2008

40.9MM captured their own clips 26.4MM sent a video directly to a phone 16.3MM uploaded a video to the web }May 2009

social

1) location based status updates2) liberation in 140 characters of text

what is twitter? and why do we care?

two years ago, the idea of sending a text message to everyone was ridiculous

why would anyone want to do that?

social

today, messaging is public, multicast, and geo-tagged

social

social

place analytics

social

video:

leverage the social grid at events in the real world

use geo-location to create social games

direct message individual users with unique offers

we could...

social

1 2 3

next: advertising? there’s an app for that.

mobile apps

| the mobile revolution

40”20”13”9”3.5”

hdtvdesktoplaptopnetbookhtc g1

1920x10801680x10501280x8001024x600320x480

screen real estate is decreasing

mobile apps

mobile apps

apple has sold over 37MM mobiles that run on the iphone platform

over 1.5 billion applications have been downloaded for iphone

(more ipod touches have been sold than iphones)

an era of branded applications

174,000+ reviews75,000+ reviews

mobile apps

but there exists another opportunity...

advertising within applications

mobile apps

video:

mobile apps

we can now push relevant, location-basedinformation out to mobile devices

mobile apps

video:

mobile apps

the new call to action:

Go to the Gamestop across the street and pick up a copy of the game. Here are the directions. They have it in stock, and it’s $5 cheaper than Best Buy this week.

mobile apps

geo-target ads across a wide range of applications

create our own branded applications and utilities

reach beyond simply the mobile phone

we can...

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mobile apps

next: how i learned to stop worrying and love the machines

image recognition

| a phone that sees everything

image recognition

qr codes may contain:

texturls

phone numberscontact cardslocation informationcalendar events

qr codes can represent 4,000+ characters of text in a single image

image recognition

video:

image recognition

Unfortunately, QR codes may never take off here in the US. The carriers and handset manufacturers have yet to decide on a standard.

But they may not need to...

image recognition

with the power of cloud computing, cell phones can nowrecognize images in near real-time

image recognition

video:

image recognition

augmented reality

brightkite + layar

image recognition

what if...

what if your phone responded to the envrioment?what if every box was tagged with a barcode?what if qr codes appeared within a digital experience?

what could we do?

image recognition

overlay brand/product information onto the world

tie physical retail goods and ooh to the virtual world

provide consumers with added utility

2 3

we can...

next: the material conditional

1

implications

| what does is it mean for consumers and you?

The machines will soon take over.

We must learn to love our robot masters.

implications

i ♥ humans!

consumers will have new ways to interact with marketing when

branding extends to multiple senses

implications

Consumers will delay product research considerations and investigate products closer to the point of sale.

Retail and OOH communications strategies will shift significantly as they become personalized, interactive experiences.

implications

New social interactions create new rules of etiquette for consumers and brands.

implications

Contextual insights are critical for effective marketing.

implications

People will perceive the world not just in terms of place (3D) and time (4D), but to fifth dimension as well — the cloud of pervasive data surrounding us.

Innovative marketers future weave all five of these dimensions into compelling brand experiences.

thank you