Comments on: Prediction: mobile phones will be the center of ad campaigns in the future. http://www.zeusjones.com/blog/2008/prediction-mobile-phones-will-be-the-center-of-ad-campaigns-in-the-future/ Fri, 03 Feb 2012 14:29:00 +0000 hourly 1 http://wordpress.org/?v=3.1 By: Stefano Augello http://www.zeusjones.com/blog/2008/prediction-mobile-phones-will-be-the-center-of-ad-campaigns-in-the-future/#comment-397 Stefano Augello Wed, 24 Sep 2008 15:40:11 +0000 http://beta.zeusjones.com/blog/2008/prediction-mobile-phones-will-be-the-center-of-ad-campaigns-in-the-future/#comment-397 David, I'm not sure this is really how it'll work, because: 1) Not everything goes through Google. Just to give an example, Google is biased against innovations: when they have a need, people don't google the need, but rather the solution that they have in mind already, thus leaving little room for innovation. (ie. though consumers buy the whole, they still google "drill") 2) If you have to pay me (with a movie) for me to watch your ad, you can rest assured that I won't pay much attention to it But I agree that mobile phones will increasingly change our lives. And, incidentally, the way we do business. David,

I’m not sure this is really how it’ll work, because:

1) Not everything goes through Google. Just to give an example, Google is biased against innovations: when they have a need, people don’t google the need, but rather the solution that they have in mind already, thus leaving little room for innovation. (ie. though consumers buy the whole, they still google “drill”)

2) If you have to pay me (with a movie) for me to watch your ad, you can rest assured that I won’t pay much attention to it

But I agree that mobile phones will increasingly change our lives.
And, incidentally, the way we do business.

]]> By: David Esrati http://www.zeusjones.com/blog/2008/prediction-mobile-phones-will-be-the-center-of-ad-campaigns-in-the-future/#comment-396 David Esrati Sun, 27 Jul 2008 20:23:00 +0000 http://beta.zeusjones.com/blog/2008/prediction-mobile-phones-will-be-the-center-of-ad-campaigns-in-the-future/#comment-396 I just realized I did this post after the iPhone announcement and before it shipped (version 1) that predicted much of this:<br/>http://www.thenextwave.biz/tnw/?p=274<br/>This was before the apps store- and before anyone had touched one. I just realized I did this post after the iPhone announcement and before it shipped (version 1) that predicted much of this:
http://www.thenextwave.biz/tnw/?p=274
This was before the apps store- and before anyone had touched one.

]]> By: David Esrati http://www.zeusjones.com/blog/2008/prediction-mobile-phones-will-be-the-center-of-ad-campaigns-in-the-future/#comment-395 David Esrati Sun, 27 Jul 2008 19:57:00 +0000 http://beta.zeusjones.com/blog/2008/prediction-mobile-phones-will-be-the-center-of-ad-campaigns-in-the-future/#comment-395 Adrian-<br/>The ad server is already here- it's Google. And- your profile is being established by the searches you do, and through gmail by the e-mails you send and receive, and google checkout in what you buy- and then to your smart phone on where you are.<br/>You will be constantly asked to make a conscious decision on how much information you are willing to trade for access to things you need.<br/>ie. I'm in the market for a car- I'll look at your ad, if you'll pay for my next 3 movies from unBox or NetFlix.<br/>Your phone will eventually be your digital passport to advertising.<br/>The NYT reader has a single ad at the bottom of the page- as it is now, it's not geotargeted or ethnographically geared- but, soon- very soon- it will be.<br/>Because as you pointed out- spending $10,000 per customer to sell a $50,000 car just is plain NUTS.<br/>Where this becomes even more critical is for small local businesses who can't afford or need "mass communications"- and have to rely on social networks and geo-aware devices to funnel the customers to them.<br/>Apps like Yelp, UrbanSpoon and Google Local will be their only hope.<br/>I've been planning an essay on much of the same- thanks for helping me solidify my thinking. Adrian-
The ad server is already here- it’s Google. And- your profile is being established by the searches you do, and through gmail by the e-mails you send and receive, and google checkout in what you buy- and then to your smart phone on where you are.
You will be constantly asked to make a conscious decision on how much information you are willing to trade for access to things you need.
ie. I’m in the market for a car- I’ll look at your ad, if you’ll pay for my next 3 movies from unBox or NetFlix.
Your phone will eventually be your digital passport to advertising.
The NYT reader has a single ad at the bottom of the page- as it is now, it’s not geotargeted or ethnographically geared- but, soon- very soon- it will be.
Because as you pointed out- spending $10,000 per customer to sell a $50,000 car just is plain NUTS.
Where this becomes even more critical is for small local businesses who can’t afford or need “mass communications”- and have to rely on social networks and geo-aware devices to funnel the customers to them.
Apps like Yelp, UrbanSpoon and Google Local will be their only hope.
I’ve been planning an essay on much of the same- thanks for helping me solidify my thinking.

]]> By: curiouslypersistent http://www.zeusjones.com/blog/2008/prediction-mobile-phones-will-be-the-center-of-ad-campaigns-in-the-future/#comment-394 curiouslypersistent Sat, 26 Jul 2008 16:38:00 +0000 http://beta.zeusjones.com/blog/2008/prediction-mobile-phones-will-be-the-center-of-ad-campaigns-in-the-future/#comment-394 Great post - and on a similar them to <a HREF="http://www.janchipchase.com/shared-location-awareness" REL="nofollow" rel="nofollow">Jan's recent musings</a><br/><br/>Advertising at the point of purchase will be limited to those that a) check their smart phones regularly or b) opt into alerts, but there are fantastic possibilities for after the event follow-ups.<br/><br/>And, assuming people opt in, the combination of the geo-data of smart phones and online behavioural tracking (such as phorm) takes us closer to the holy grail :-)<br/><br/>Simon Great post – and on a similar them to Jan’s recent musings

Advertising at the point of purchase will be limited to those that a) check their smart phones regularly or b) opt into alerts, but there are fantastic possibilities for after the event follow-ups.

And, assuming people opt in, the combination of the geo-data of smart phones and online behavioural tracking (such as phorm) takes us closer to the holy grail :-)

Simon

]]> By: Adrian http://www.zeusjones.com/blog/2008/prediction-mobile-phones-will-be-the-center-of-ad-campaigns-in-the-future/#comment-393 Adrian Fri, 25 Jul 2008 21:36:00 +0000 http://beta.zeusjones.com/blog/2008/prediction-mobile-phones-will-be-the-center-of-ad-campaigns-in-the-future/#comment-393 Absolutely agree Helge, and I love your examples. The phone ushers in the possibility of a new creative revolution in marketing. I can't wait. Absolutely agree Helge, and I love your examples. The phone ushers in the possibility of a new creative revolution in marketing. I can’t wait.

]]> By: Helge Tennø http://www.zeusjones.com/blog/2008/prediction-mobile-phones-will-be-the-center-of-ad-campaigns-in-the-future/#comment-392 Helge Tennø Fri, 25 Jul 2008 18:34:00 +0000 http://beta.zeusjones.com/blog/2008/prediction-mobile-phones-will-be-the-center-of-ad-campaigns-in-the-future/#comment-392 Hi Adrian<br/>I am very happy to inspire you a bit back as well. :o)<br/><br/>Here’s what I’m thinking. The future of mobile/handsets in marketing, two things:<br/><br/>1. Pervasive communication<br/>(Defined by Nokia, http://www.experientia.com/blog/nokia-research-on-the-internet-of-things-officially-begins/)<br/><br/>Mobile handsets will be the remote that will make the physical world as interactive as the digital world is today. <br/>http://www.lunchoverip.com/2007/12/a-designer-at-t.html<br/><br/>This will happen through conscious (we actively use the handset to interact) and unconscious (the handset communicates with the environment automatically) interaction.<br/><br/>Conscious interaction:<br/>http://www.vimeo.com/1308073<br/><br/>And this is how I think “subconscious interaction” will happen:<br/><br/>The handset will through accessing our profiles and histories on social networks (and other databases accessibly via the net) and recorded information from “real”-world activities (as you mention in the blog), gain an immense understanding about us and can use this when talking to the environment and adapting it to our preferences.<br/><br/>This can be something useful as adjusting the light when entering a tunnel (because we know you are vision impaired). Altering the colors on signs (because we know you are colorblind) or adjusting the volume on the McDonalds Drive-through speakerphone (Because we know you are hard of hearing). <br/><br/>But it can also be used extensively in marketing….<br/><br/>The second thing..<br/><br/>2. Services / Content Marketing<br/>It’s what we’ve all been discussing for the last 8 months or so. Creating added value for the brand through experience based content and services – a lot of these will be made accessible for the brand participant through the handset. <br/><br/>Nike Plus (and MiCoach) has been used extensively as an example, but also stuff like CommSec’s trading platform for the iPhone or Carlings iPint.<br/>https://www.comsec.com.au/<br/>http://www.youtube.com/watch?v=A3MfQIswl3k<br/><br/>The big thing is though, that we mustn’t think how to use the mobile to extend the arm of interruption based or “traditional” advertising, but think how we can use it in order to create additional value and meaning for the brand. This is the next generation of 1:1 marketing, but this time let’s stop thinking about subscription-based information and start thinking about services and value adding experiences.<br/><br/>… and that is why Ethnography and Activity-Based-Targeting might/should definitely become increasingly more important and prominent in advertising and marketing.<br/><br/>(sorry about the long comment, got very eager :o) Hi Adrian
I am very happy to inspire you a bit back as well. :o)

Here’s what I’m thinking. The future of mobile/handsets in marketing, two things:

1. Pervasive communication
(Defined by Nokia, http://www.experientia.com/blog/nokia-research-on-the-internet-of-things-officially-begins/)

Mobile handsets will be the remote that will make the physical world as interactive as the digital world is today.
http://www.lunchoverip.com/2007/12/a-designer-at-t.html

This will happen through conscious (we actively use the handset to interact) and unconscious (the handset communicates with the environment automatically) interaction.

Conscious interaction:
http://www.vimeo.com/1308073

And this is how I think “subconscious interaction” will happen:

The handset will through accessing our profiles and histories on social networks (and other databases accessibly via the net) and recorded information from “real”-world activities (as you mention in the blog), gain an immense understanding about us and can use this when talking to the environment and adapting it to our preferences.

This can be something useful as adjusting the light when entering a tunnel (because we know you are vision impaired). Altering the colors on signs (because we know you are colorblind) or adjusting the volume on the McDonalds Drive-through speakerphone (Because we know you are hard of hearing).

But it can also be used extensively in marketing….

The second thing..

2. Services / Content Marketing
It’s what we’ve all been discussing for the last 8 months or so. Creating added value for the brand through experience based content and services – a lot of these will be made accessible for the brand participant through the handset.

Nike Plus (and MiCoach) has been used extensively as an example, but also stuff like CommSec’s trading platform for the iPhone or Carlings iPint.
https://www.comsec.com.au/
http://www.youtube.com/watch?v=A3MfQIswl3k

The big thing is though, that we mustn’t think how to use the mobile to extend the arm of interruption based or “traditional” advertising, but think how we can use it in order to create additional value and meaning for the brand. This is the next generation of 1:1 marketing, but this time let’s stop thinking about subscription-based information and start thinking about services and value adding experiences.

… and that is why Ethnography and Activity-Based-Targeting might/should definitely become increasingly more important and prominent in advertising and marketing.

(sorry about the long comment, got very eager :o)

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