Steve Smith
- It is a marathon not a sprint
- We are still in the compuserve days
- Apple has reached number 3 “smartphone” manufacturer in the worlds
- Mobile Wars are here
- How does this effect marketing?
- Are the entries by the giants making it easier for media planners?
- How can TV exploit mobile?
- What is this open platform all about—Google?
8:45am: Metrics Wake-up Call: Evan Neufeld, VP Consulting and Senior Analyst, M:Metrics
- Mobile is and extension of something that has been happening for a long time
- Death of mass marketing
- Multi Mobile consumption
- 360 campaigns
- Decreased impact of advertising overall
- Over messaging
- Era of consumer control
- 215 MM cell phone users in the US
- Mobile devices are convergent devices disrupting multiple sectors
- Bridges the gap between what you do and where you do
- They are not just about voice anymore
- 80% of adults in the US have mobile phones
- 45% of US adults sent text messages
- 7.4% of US adults got news via mobile browser
- Mobile 2.0
- People who sent video via MMS up 51% YoY
- Watched TV up 19% YoY
- Ringbacks 40% up YoY
- Sent Photos 49% up YoY
- 34MM users in the US access the web via mobile browser regularly
- Those who do, do it often
- Mobile content mirrors content on the web
- Weather
- Search
- News
- Google, Yahoo, Live, Go.com, Myspace some of the top mobile players
- 1 in 5 phones now play music
- 50% of US phones have cameras
- What is driving us forward, holding us back
- Pricing
- iPhone vs. Blackberry
- Devices
- Bandwidth
- Subsidization
- Advertising
- 58% of consumers have a data plan
- 84% of iPhone users versus 11.8% of regular market access news via phone
- It is not about the iPhone, but about services and features
- Test messaging is the best reach vehicle for advertisers
- SMS advertising
- 13% responded
- 5% bought
9:00am: Introduction by Steve Smith, MediaPost Columnist and Emcee
9:15am: Keynote: Enter the Giants: The Impact Media and Tech Companies Will Have on the Mobile Marketing World?
The biggest impact companies like Nokia will have on the market is by creating a mobile advertising ecosystem that is more flexible and open so all parties, including brands, agencies, publishers and operators will all have a piece of the still-developing mobile advertising pie.
Jeremy Wright, Ad Business Global Director of Brand Solutions, Nokia
· 7th year feeling, “is it just taking off now”
· The sense of community felt real (about PC—the third screen) but it was virtual
o Welcome to the fourth screen
· Where will mobile take us?
o 3.3b mobile phones double the number of TV’s and PC’s
o Advertising Forecast
§ 2011 $531 B
· Key Growth Drivers
o Reach
o Personal
o Cost
o Commerce
o Subsidization will help drive traffic which will in turn drive activity
· The convergence box
· We need to resist the tendency to think of the mobile phone as a small version of the PC
· Acting on impulse as on of the value propositions of mobile advertising
o “it’s essential for brands”
· What do consumers want from mobile
o They want it all
o Great services at low or no cost
§ Advertising can help make that happen
· It has to be relevant
· It has to be respectful, make sure the user has control
· Use the wealth of data that mobile provides
o Locations, place, context, time
· Advertising stops being advertising when it is really relevant, it becomes content
· Searches are different on a mobile device
· 22% response rates on average for the Nokia site noki.mobi
· Why isn’t mobile advertising bigger today?
o Fragmentation
o Defining and measurable ROI
o Engaging consumers post click
· Best practices
o Relevance
o Snack sized content
o Capture impulses
o Instant Reward
o Exploit Unique Features
· The real value is integration with other media
9:45am: A Conversation Between David Verklin and Bob DeSena
David Verklin, CEO, Aegis Media Americas
Bob Desena, Managing Director, North America, iO Global Limited
· To young people mobile phones are fashions statements, virtual hangouts etc.
· Mobile is the next big thing—Verklin
· Young people, when asked what they would give up first, the PC or the phone, many responded, “stupid question”
· Mobile as portable interactivity
o Net Biscuit
§ Purpose built mobile web sites
· Location to keywords making search the killer app
· Adding transaction and action to information
· What do we have to do to know down the barriers in order to create integrated plans?
· The immediate plan of the future is a mosaic
o Media Mix
o The media plan of today and tomorrow has many components
o Mobile should be a piece of every campaign in the future
· Advertising to the interested
· One of the barriers is the fact that many agencies do not have ample database skills
· Data is the new creative—Verklin
· We are seeing the resurgence of the full service agency—Verklin
· 6 companies to watch-- Verklin
o Net Biscuit
o Admob
o Veritalk (lets not forget the voice segment of mobile marketing)
o Shoptext (very enthusiastic about mobile as payment device)
o Three Jam (allows consumer to do 1 to many marketing)
o Myxer
· The crackle of change is in the air
· Check Out PayGo in New Zealand—Cannes Lion Media Campaign winner
· In mobile you have to pay attention to other markets—Verklin
· Lower hanging fruit technologies are still ringtones etc.
· The biggest issue is TV surrogates
o 2/3 of all spending on TV
o Today it is about 50%
o The money is going to things that look like TV
§ Broadband
§ Electronic out of home
§ The more mobile can feel like TV, the more money their will be
· Engagement=Time
· Gaining 100% composition by corralling audience from one place to another
· This year we lay the tracks, 2009 will be the big year for mobile