remixed warc tablets - march 2013

Private & Confidential – Copyright Addictive Ltd 2011

Tablets; Cure or Curse?


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


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


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


And juts like qwerty it seemed like ctrl alt del was here to stay


But then along came touch – a natural way to access content and navigate services


Whilst shouting into phones on the apprentice seems odd, voice is also emerging as another way to interact with tablets


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.


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


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


The monopoloy of the iPad has been broken with the rise of 7inch devices – the iPad mini and the Nexus 7


And Kindles


And now Phablets


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


Used as well as everything else

Because they are used when TV is on is very significant in our view


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


Most publishers have ported their content over


“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


“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


But despite the early promise of rich content and lots of interactivity

http://www.youtube.com/watch?v=ntyXvLnxyXk


Most incumbents have stuck with their knitting – porting print content with little interactivity


VIV had great promise

http://www.youtube.com/watch?v=0DsSws4gwWA


But not delivered


Many traditional media owners have made a great success of tablets – but little innovation


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


Flipboard has had huge success with innovative UX – but essentially curates other peoples content and social feeds


Zeebox

The second screen innovation has come from startups rather than established TV brands

http://www.youtube.com/watch?v=IdxoCDNx2nQ


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)

http://www.net-a-porter.com/Content/apps/ipad


Bjork

Bjorks iPad app for her album is really innovative

http://www.wired.co.uk/magazine/archive/2011/08/features/music-nature-science?page=all


And great artists like David Hockney are using the technology


But what about the ad industry?


$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


But the economics are a disaster for content producers – analogue dollars turn into digital cents – and even less on mobile


“Mobile advertising sucks”

Steve Jobs was right – little creativity, annoying formats and not enough money or thought going into mobile/tablet campaigns


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


Facebook have lots of success stories around their new formats – most of which fit with the flow on tablet and mobile


Twitter sponsored tweets also fit with the Flow


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


This stuff works…

Increasing evidence that these new approaches work


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


This stuff works


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


Branded content within an editorial environment is a smarter way for brands to learn what works on tablets


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


This approach can sound small – but BMW did the original branded content campaign before YouTUbe and Facebook and got 100m views


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?


IT’S TIME TO [email protected]@addictivemobile.com@addictivemobile

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mailto:[email protected]

remixed warc tablets - march 2013

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