remixed warc tablets - march 2013
DESCRIPTION
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 ownersTRANSCRIPT
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Private & Confidential – Copyright Addictive Ltd 2011
Tablets; Cure or Curse?
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Private & Confidential – Copyright Addictive Ltd 2011
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
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Private & Confidential – Copyright Addictive Ltd 2011
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
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Private & Confidential – Copyright Addictive Ltd 2011
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 people did odd things to do what they needed to do
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Private & Confidential – Copyright Addictive Ltd 2011
And juts like qwerty it seemed like ctrl alt del was here to stay
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Private & Confidential – Copyright Addictive Ltd 2011
But then along came touch – a natural way to access content and navigate services
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Whilst shouting into phones on the apprentice seems odd, voice is also emerging as another way to interact with tablets
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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.
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Private & Confidential – Copyright Addictive Ltd 2011
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 – the iPad sold nearly 40 million units
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Private & Confidential – Copyright Addictive Ltd 2011
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
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Private & Confidential – Copyright Addictive Ltd 2011
The monopoloy of the iPad has been broken with the rise of 7inch devices – the iPad mini and the Nexus 7
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Private & Confidential – Copyright Addictive Ltd 2011
And Kindles
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Private & Confidential – Copyright Addictive Ltd 2011
And now Phablets
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Private & Confidential – Copyright Addictive Ltd 2011
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 they can do
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Private & Confidential – Copyright Addictive Ltd 2011
Used as well as everything else
Because they are used when TV is on is very significant in our view
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Private & Confidential – Copyright Addictive Ltd 2011
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 10 inch screen, Apple, Google & Amazon
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Private & Confidential – Copyright Addictive Ltd 2011
Most publishers have ported their content over
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“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
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Private & Confidential – Copyright Addictive Ltd 2011
“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
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Private & Confidential – Copyright Addictive Ltd 2011
But despite the early promise of rich content and lots of interactivity
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Private & Confidential – Copyright Addictive Ltd 2011
Most incumbents have stuck with their knitting – porting print content with little interactivity
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Private & Confidential – Copyright Addictive Ltd 2011
VIV had great promise
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But not delivered
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Private & Confidential – Copyright Addictive Ltd 2011
Many traditional media owners have made a great success of tablets – but little innovation
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Private & Confidential – Copyright Addictive Ltd 2011
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 $50m
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Private & Confidential – Copyright Addictive Ltd 2011
Flipboard has had huge success with innovative UX – but essentially curates other peoples content and social feeds
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Private & Confidential – Copyright Addictive Ltd 2011
Zeebox
The second screen innovation has come from startups rather than established TV brands
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Private & Confidential – Copyright Addictive Ltd 2011
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 FarFetch)
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Private & Confidential – Copyright Addictive Ltd 2011
Bjork
Bjorks iPad app for her album is really innovative
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And great artists like David Hockney are using the technology
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But what about the ad industry?
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$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 should look at this as a huge opportunity
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Private & Confidential – Copyright Addictive Ltd 2011
But the economics are a disaster for content producers – analogue dollars turn into digital cents – and even less on mobile
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Private & Confidential – Copyright Addictive Ltd 2011
“Mobile advertising sucks”
Steve Jobs was right – little creativity, annoying formats and not enough money or thought going into mobile/tablet campaigns
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WE NEED FORMATS THAT
GO WITH THE FLOWINSTEAD OF INTERRUPTFormats that fit with the Flow – or Native ads – feel like the futureTraditional ads fit the flow - print ads or TV ads feel like part of the content they are within, whilst banners ads block the flow
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Private & Confidential – Copyright Addictive Ltd 2011
Facebook have lots of success stories around their new formats – most of which fit with the flow on tablet and mobile
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Private & Confidential – Copyright Addictive Ltd 2011
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Twitter sponsored tweets also fit with the Flow
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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
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This stuff works…
Increasing evidence that these new approaches work
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Private & Confidential – Copyright Addictive Ltd 2011
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
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This stuff works
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Yet too many people look at tablets and start to build an appIf an app doesn’t solve a problem it wont get any traction
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Branded content within an editorial environment is a smarter way for brands to learn what works on tablets
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Private & Confidential – Copyright Addictive Ltd 2011
Create brand relevant
content – designed to be
shared
Propagate it through social and see what gets traction
Remix the best performing to Flow formats
and invest behind them
Take proven winners to other
media
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This approach can sound small – but BMW did the original branded content campaign before YouTUbe and Facebook and got 100m views
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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?
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IT’S TIME TO [email protected]@addictivemobile.com@addictivemobile