Presentation by Andrew Grill at the 118 Tracker Awards in Edinburgh, 1 October 2009

1. Finding the sweet spot for mobile apps - what do consumers want from an application? Andrew Grill, Mobile & Social Media Evangelist 118 Awards 2009

3. What your mobile says about you

4. The MadMen need to change their approach

5. What’s wrong with this picture ?

6. The advertising world has to change

7. Ad avoidance

8. Imagine if advertising was personal

9. Branded Utility

10. Branded applications

11. Barclaycard waterslide game

12. Barclaycard waterslide game

13. Branded experiences

14. In game advertising

15. IBM augmented reality at Wimbledon

16. What does this mean for directory/location apps?

17. Finder / directory iPhone apps

18. Finder / directory iPhone apps

19. Yell.com iPhone app

20. Promotion – app store or direct?

21. Campaigns must be measurable

22. Mobile Secrets

23. Mobile secret #1 “ Mobile operators don’t collect the information advertisers need”

24. “ Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile” VW CRM Manager May 2009

25. “ P&G spent just 0.17% of their advertising budget on mobile in 2008” Informa /Ogilvy / Acision paper bit.ly/ad2020

26. Mobile secret #2 “ we’re not interested in CPM or click-through rates…we just want to sell products” Brand Manager FMCG 2008

27. “ Ultimately advertising must sell...or else” David Ogilvy

28. Mobile secret #3 “ we don’t need a mobile site”

31. Mobile secret #4 “ Small is beautiful with mobile”

32. The changing face of advertising

33. Mobile secret #5 “ Unless we heed the 3 Ps of mobile it will never take off as a medium”

34. Permission Privacy Preference

35. Permission people will decide what they see / receive / engage with Privacy Preference

36. Permission Privacy people will decide where their data is and how it is used Preference

37. Permission Privacy Preference people will decide what content they find relevant. Inference and assumption has a limited lifespan

38. Follow me on twitter.com/AndrewGrill Today’s slides bit.ly/grill118 email me via andrewgrill.com/contact +44 788 198 6694 Mobile Advertising & Social Media www.LondonCalling.mobi