Sub heading

future of mobile

advertising

Introduction

This booklet has been created to give you an insight into the present and future trends in mobile advertising.

Some executions are already happening within the mobile market. Others are based upon browse, OOH and integrated web concepts already out there, which could be translated for the mobile medium.

Enjoy!

brandedutility

“iButterfly” is an iPhone application using AR, motion sensor, and GPS functions to let users see and ‘catch’ butterflies to win rewards. The more butterflies the user catches, the better their rewards become. Champion butterfly catchers are ranked. Rare breads can be shared with close friends via Bluetooth.

iButterfly App (next generation of coupon collecting)

Jamie Oliver – Inspirational Meals (in under 20 mins) AppThe UKs most successful paid for app within weeks. This app imbues Jamie’s anyone-can-do-this ethos with 55 incredible straightforward recipes from chilli corn to Eton Mess. Each recipe has a very clear step-by-step guide with an additional instructional video. Once you know what you are going to cook, you can create your shopping

list. Lost for inspiration shake the phone and it will select a recipe at random for you. The app has also recently won the coveted silver D&AD pencil.

Nike True City is an iPhone app where you can find information on a number of different European cities, provided by “Nike experts”. The “Nike experts” initially suggest where to go, what music to listen to and what activities to do when you get there. Users are able to build upon this information, by adding recommendations themselves and suggesting new content. This creates

what Nike describes as ‘True’ view of the city. QR codes are also used to direct users to exclusive parties, new product lines and Nike sponsored sports events.

Nike True City App

Master Card Priceless App

A free app that has already been downloaded 120,000 times in 5 months. It allows users to record their own priceless moments and geo tag them so other users can find and experience them. Users are then able to browse other users recommendations to gain inspiration.

The idea is simple: Layar works by using a combination of the mobile phone’s camera, compass and GPS data to identify the user’s location and field of view, retrieve data based on those geographical coordinates, and overlay that data over the camera view. Out of all the augmented reality apps which are flooding the market, Layar is one of the most successful. What raises Layar above other augmented reality apps is that you are able to view recommendations

on how they are rated, as well as which places are currently the most visited. Fun information can also be layered onto the screen, such as world peaks and vessel tracker which locates the nearest ship to you.

Layar – Augmented Reality App

One of the most successful sponsored apps currently available. Why does it work so well? Although sponsored by Smirnoff, Time Out as a brand offers user’s unique insights into what is going on in and around the cities they live in.

One feature which really stands out, is the “Inspire Me” feature, which does exactly as its namesake.

Sponsored AppSmirnoff and Time Out

The concept is that iPhone users download the app and hunt a virtual MINI in the city (2), if you get within 50 metres of the virtual car, it becomes yours (3).

But anyone else who gets within 50 metres to you once you have it, they are able to pinch it off you (4). Cue people running around the city trying to get away from each other. The person who has the virtual car by the end of the week wins a real MINI!

MINI App – Part of a Campaign Called MINI Getaway Stockholm 2010

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Starbucks has already begun spinning out mobile payment for its customers in California and Seattle. The app works by the user inputting what drink they want which then creates a barcode to be scanned once at the checkout. The app allows you to check your balance as well as track the points you have earned.

Starbucks Card Mobile

The Gucci app allows users access to a whole host of exclusive extras and content. From exclusive offers on Gucci products (both cosmetic and clothing), videos of their latest shows, to a store finder allowing you to find the nearest Gucci store (powered by Google maps). You can also access Gucci’s ‘Little Black Book’ to get recommendations on where to eat, drink and go out too.

Gucci App

rich media mobile

advertising

Expandable banner adverts are already extensively used within desktop browsing, but they are frequently appearing within apps themselves. A good example can be found on the weather channel app where the ad starts out pre-expanded and automatically collapses after 5 seconds.

Expandable Banner Advert

Sponsored ads are already appearing in NYC when users, using Google maps, search for a particular product or service. In this example the user was searching for Sushi. The sponsored link will be the first choice highlighted.

Sponsored Ads in Maps

Tippex integrated their product into a ‘viral’ video in an interactive way that captured the viewers imagination. The product is used to ‘correct’ the title and allow the user to suggest what should happen next. This breaks the mould of the typical display ad space that YouTube traditionally offers to clients.

Tippex

With many free apps which you can get, a floating banner ad is used to fund its development and use. The ad uses fixed ad placement technology, which means that when the user starts to scroll down the ad disappears then reappears when they stop.

Floating Banner Advert

The HTML 5 demo has multiple choreographed windows triggered by music points, interactive bird flocking to your mouse and in time with the music, custom rendered Google maps , perfect real-time composition over the top of maps, some advanced procedural drawing that delivers velocity influenced tree branches from the mouse and even 3D canvas rendering. A truly interactive web experience which has to be seen to be believed.

HTML5 – Arcade Fire

This Interactive Video Ad Units starts off as a standard banner size. Once the user activates the banner, the ad unit expands to a full page video. The user can then interact with the video by utilizing the gyroscope (motion) feature, thereby changing the video content. At anytime, the user can view the options to “View Album Info”, “Close Ad”, or “Shake to Edit Video”.

Interactive Video Advert

Similar to the animated adverts which you see on your desktop browser, animated adverts are now common place on the mobile internet. An animated ad unit will display changing graphical content through the use of video or animated file formats, namely flash.

Animated Advert

SMS advertising

The World’s Biggest Signpost – NokiaIn an attempt to fight back against Google maps domination and highlight Nokia’s own map navigation platform Ovi, they employed Ad agency FarFar to come up with an interactive signpost located in London. The biggest signpost was situated next to London Bridge.

People on the street could use their phone (or the web) and message their favourite locations all around the world, and the sign would turn to point out where it was and how far it was from the position of the signpost.

The North Face

The North Face is the first retailer to benefit from Placecast’s partnership with Location Labs. The enhanced ShopAlerts technology lets them target and reach mobile users with dynamically generated location-based SMS messages.

Here’s how it works: The North Face has created geo-fences around stores, hiking areas, parks and locales that are popular with its customers. When a consumer who has double-opted in to

the company’s SMS alerts enters a geo-fenced area, he or she will receive a message appropriately tailored to their whereabouts and predefined interests.

The system is configured to make alerts dynamic and tailored to the customer, as well as limit the alerts to one per 48-hour period or three per week.

cross mediainteractive

Honda Interactive Billboard

This interactive billboard was on display in Dublin in 2009. Those who passed it, were able to interact with it by texting it. Once they had done so, the car would start up its engine, turn on its lights and blow smoke out of the exhaust pipe.

NFC (Near Field Communication) is already everywhere. NFC is the technology behind cashless ticketing systems such as Oyster Card and Visa Wave. According to Juniper, NFC mobile payments will exceed $30 billion by 2012, this growth will be supported by marketing tools such as coupons and smart posters.

The way it will work is that your NFC enabled Smartphone, will only have to be near a TV, Radio or Poster (which are all NFC enabled) for you to receive the promotion. Whether it is 10% off your local B&Q or 2 for 1 voucher at the Strada next to your flat. What sets NFC above everything else is that it requires no passwords or logins. It just works, the same as your Oyster card.

NFC Enabled TV and Radio Advertising for Mobile

An interactive Cops and Robbers game played in Shibuya, one of Tokyo’s largest entertainment centres for young people. The aim of the game was to track down as many robbers as possible hiding in and around the streets of Shibuya. The robbers where represented by illustrated QR codes which were dotted throughout the district. Players who downloaded the game, took on the role of cops. Cops were ranked in order of how many robbers they had caught. The viral

campaign was to promote Chibi-Poli, a new snack which was going to be launched after this campaign.

Chibi-Poli (Cops and Robbers) Mobile Hunting App

what’s around the corner

dynamic OS

The Dominance of Operating SystemsThere are segments of the mobile sector which see mobile advertising heading into the hands of those who control the phones OS, not the handsets themselves. OS owners will be able to circumnavigate mobile internet, MMS, SMS and other services currently available. Instead advertising will come via the phones operating system instead.

It has been suggested that every

message which we receive, will become the spring board for tailored advertising. It would work by the recognition of key words in the message and add dynamic functionality to those words. In this example the word cinema would become dynamic (2).

Within a few clicks you can find out film times and buy a ticket, all within the device interface. This purchase can be tracked and the OS manufacturer gets

a cut of the profits. This process could be further monetized via sponsored placements (3).

Semantic advertising is still in its infancy right now and has arguably yet to be perfected. As we move toward a more ad-funded digital future, it will play a key part in analysing status updates, tweets and any other ‘life streaming’ data from users (with their consent of course) to create an advertising utopia.

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thank you!

Intellectual property of Essential Research Ltd.