Remixed warc tablets - march 2013

Tablets; Cure or Curse?

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

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 Copyright Addictive things
Private & Confidential –people did oddLtd 2011 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 – Confidential – Copyright Addictive Ltd 2011
Private &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

Themonopoloy 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 Ltd 2011
Private & Confidential – Copyright Addictivethey 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 Addictive Ltd 2011
Private & Confidential – Copyright 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

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

VIV had great promise

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 & Confidential – Copyright Addictive Ltd 2011
Private $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

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
Private & Confidential – Copyright Addictive Ltd 2011 FarFetch)

Bjork

BjorksiPad app for her album is really innovative

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 Ltd 2011
Private & Confidential – Copyright Addictive 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 FLOW
INSTEAD OF INTERRUPT
Formats that fit with the Flow – or Native ads – feel like the future
Traditional ads fit the flow - print ads or TV ads feel like part of the
content they are within, whilst Ltd 2011
Private & Confidential – Copyright Addictive 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 app
If 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 Remix the best
Propagate it
relevant performing to Take proven
through social
content – Flow formats winners to other
and see what
designed to be and invest media
gets traction
shared behind them


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? – Copyright Addictive Ltd 2011
Private & Confidential

IT’S TIME TO
EXPERIMENT
simon@addictivemobile.com
mobilefix@addictivemobile.com
@addictivemobile

Remixed warc tablets - march 2013

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Remixed warc tablets - march 2013