The deck I shared at the WARC conference Measuring Advertising Performance in London last weel. I have added some short notes on each slide to make it easier to follow.
We are convinced that developing addictive content and services for tablets is a huge opportunity for brands and media owners
2. Ever ridden a penny farthing? Me Neither. Whilst it looks like an
anachronism, at one time it was the best way of getting from one place
to another. The best bike of its time looks ridiculous now
Private & Confidential – Copyright Addictive Ltd 2011
3. I worked on the launch of home computer in the UK for Compaq.
People would say they didn’t want office equipment in their home – but
the possibilities of CDRom and desktop publishing convinced some
Private & Confidential – Copyright Addictive Ltd 2011
4. The home PC was the best/only way to get access to info & tools
people adopted strange behaviours – like control alt delete.Just like the
Penny Farthing Copyright Addictive things
Private & Confidential –people did oddLtd 2011 to do what they needed to do
5. And juts like qwerty it seemed like ctrl alt del was here to stay
Private & Confidential – Copyright Addictive Ltd 2011
6. But then along came touch – a natural way to access content and
navigate services
Private & Confidential – Copyright Addictive Ltd 2011
7. Whilst shouting into phones on the apprentice seems odd, voice is also
emerging as another way to interact with tablets
Private & Confidential – Copyright Addictive Ltd 2011
8. Just as the modern racing cycle is the evolution of the penny
farthing, the tablet is the highest form of computing – how it was always
meant to be.
Private & Confidential – Copyright Addictive Ltd 2011
9. The iPod changing the music industry but in its first 6 quarters it sold
nothing. Th iPhone changed mobile but sold just 10m units in the first 6
qtrs – Confidential – Copyright Addictive Ltd 2011
Private &the iPad sold nearly 40 million units
10. In the US around 20% of households have at least 1 tablets – in the UK
over 6m people now have them – and they are selling incredibly well
Private & Confidential – Copyright Addictive Ltd 2011
11. Themonopoloy of the iPad has been broken with the rise of 7inch
devices – the iPad mini and the Nexus 7
Private & Confidential – Copyright Addictive Ltd 2011
14. Used for everything…..
Ofcom data from last year shows the breadth of usage – when we talk
with people we see very different reasons for buying – then repertoire
expands as they realise what Ltd 2011
Private & Confidential – Copyright Addictivethey can do
15. Used as well as everything else
Because they are used when TV is on is very significant in our view
Private & Confidential – Copyright Addictive Ltd 2011
16. Tablets mean brands live in a fragmented world. Just a year ago
making it work on the iPad was enough. Now it requires it works on iOs
and Android, 7inch and Addictive Ltd 2011
Private & Confidential – Copyright 10 inch screen, Apple, Google & Amazon
17. Most publishers have ported their content over
Private & Confidential – Copyright Addictive Ltd 2011
18. “Magazine publishers have
before them what they have long
dreamed of: an opportunity to
transfer the magazine qualities of
deep immersion, high resolution
images, long-form journalism
and storytelling to a digital
format” Nicholas Coleridge, Managing
Director, Condé Nast UK
Enthusiastic response from Print publishers
Private & Confidential – Copyright Addictive Ltd 2011
19. “I got a glimpse of the future last
weekend with the Apple iPad. It is
a wonderful thing…if you have
less newspapers and more of
these…it may well be the saving
of the newspaper industry”
Rupert Murdoch, Chairman and Chief
Executive, News Corporation
Enthusiastic response from Print publishers
Private & Confidential – Copyright Addictive Ltd 2011
20. But despite the early promise of rich content and lots of interactivity
Private & Confidential – Copyright Addictive Ltd 2011
21. Most incumbents have stuck with their knitting – porting print content
with little interactivity
Private & Confidential – Copyright Addictive Ltd 2011
22. VIV had great promise
Private & Confidential – Copyright Addictive Ltd 2011
24. Many traditional media owners have made a great success of tablets –
but little innovation
Private & Confidential – Copyright Addictive Ltd 2011
25. Start ups like Zite and Pulse curate content from trad sources but add
value through personalisation – Pulse is rumoured to be sold shortly for
over & Confidential – Copyright Addictive Ltd 2011
Private $50m
26. Flipboard has had huge success with innovative UX – but essentially
curates other peoples content and social feeds
Private & Confidential – Copyright Addictive Ltd 2011
27. Zeebox
The second screen innovation has come from startups rather than
established TV brands
Private & Confidential – Copyright Addictive Ltd 2011
28. And the revenue streams from ecommerce mean startups can invest in
great content that competes with Conde Nast etc ( which is why CN are
investing in ecommerce fashion brand
Private & Confidential – Copyright Addictive Ltd 2011 FarFetch)
29. Bjork
BjorksiPad app for her album is really innovative
Private & Confidential – Copyright Addictive Ltd 2011
30. And great artists like David Hockney are using the technology
Private & Confidential – Copyright Addictive Ltd 2011
31. But what about the ad industry?
Private & Confidential – Copyright Addictive Ltd 2011
32. $50bn Globally – Threat or Opportunity?
Agencies & brands have been slow to move money into digital – mobile
& tablets. People have to decide whether this shift is a threat or an
opportunity – we think brands Ltd 2011
Private & Confidential – Copyright Addictive should look at this as a huge opportunity
33. But the economics are a disaster for content producers – analogue
dollars turn into digital cents – and even less on mobile
Private & Confidential – Copyright Addictive Ltd 2011
34. “Mobile advertising sucks”
Steve Jobs was right – little creativity, annoying formats and not
enough money or thought going into mobile/tablet campaigns
Private & Confidential – Copyright Addictive Ltd 2011
35. WE NEED FORMATS THAT
GO WITH THE FLOW
INSTEAD OF INTERRUPT
Formats that fit with the Flow – or Native ads – feel like the future
Traditional ads fit the flow - print ads or TV ads feel like part of the
content they are within, whilst Ltd 2011
Private & Confidential – Copyright Addictive banners ads block the flow
36. Facebook have lots of success stories around their new formats – most
of which fit with the flow on tablet and mobile
Private & Confidential – Copyright Addictive Ltd 2011
38. Twitter sponsored tweets also fit with the Flow
Private & Confidential – Copyright Addictive Ltd 2011
39. Google invented native ads – adwords fit so well with the flow 40% of
UK people didn’t know they were ads – the way Google use skippable
ads on YouTube is another great innovation
Private & Confidential – Copyright Addictive Ltd 2011
40. This stuff works…
Increasing evidence that these new approaches work
Private & Confidential – Copyright Addictive Ltd 2011
41. This stuff works
Of all impressions, nearly 5% led to an interaction
• Of all interactions, 12% clicked through to Finnair.com to
see fares with a possibility to purchase
• Of all interactions, 60% clicked through to enter the
competition
Source; Google
Private & Confidential – Copyright Addictive Ltd 2011
43. Yet too many people look at tablets and start to build an app
If an app doesn’t solve a problem it wont get any traction
Private & Confidential – Copyright Addictive Ltd 2011
44. Branded content within an editorial environment is a smarter way for
brands to learn what works on tablets
Private & Confidential – Copyright Addictive Ltd 2011
45. Create brand Remix the best
Propagate it
relevant performing to Take proven
through social
content – Flow formats winners to other
and see what
designed to be and invest media
gets traction
shared behind them
Private & Confidential – Copyright Addictive Ltd 2011
46. This approach can sound small – but BMW did the original branded
content campaign before YouTUbe and Facebook and got 100m views
Private & Confidential – Copyright Addictive Ltd 2011
47. The technique that defined film as a medium was the close up, with this
wrench an early example from a 1911 DW Griffiths film. Prior to this
was essentially theatre captured on one camera.
The opportunity for brands is to define tablets as a medium – what’s
our wrench? – Copyright Addictive Ltd 2011
Private & Confidential
48. IT’S TIME TO
EXPERIMENT
simon@addictivemobile.com
mobilefix@addictivemobile.com
@addictivemobile
Private & Confidential – Copyright Addictive Ltd 2011