This diagram was just posted in an article in Venturebeat surrounding the DEMO conference.  The company that has created a unique advertising model across all formats is a company called Integrate.com.

In this model mobile is just one of the many channels.   We at ADO beleive that mobile is more then just a channel like the others, it is a basic element to the overall essence of advertising that works with the other channels in a concept we call  Cross-Screening.

In a recent presentation by Kevin Kelly, Wired Magazine,  he coins the phrase “Screening” that is another example of what we mean by cross-screening

In this recent chart released by Barclay’s, Mobile is not even a pimple compared to the spend in the other media channels.  This makes the case even stronger that if you are looking at a mobile strategy, it is not how much you spend for mobile, but rather how you integrate it into the other areas of spend.   As a mobile device is with you all the time, it is a good medium to link those other media strategies directly to a CRM that entails mobile.

I have been evangelizing the concept of multi-screen marketing or “SCREENING”.   Convergence media strategies is the right way to go for any media planner or buyer that is moving media dollars to the traditional areas to make sure mobile is part of the mix to build that conversion tracking and user engagement strategy along the way.

Yesterday I got spammed by Shoppybag. Becareful everybody, they access your Gmail account and before you know it they start to invite all of your contacts.  We like to think of our friends as valuable relationships, so Shoppybag may expand rather quickly and virally with this spam technique, they really missed the point.

2010 set the stage for the daily offers. Many local clones have emerged and as Groupon fights to get into China, I have become a very active user of Groupon deals  at a local level; hyper local and hyper personal in my cities of Vancouver, BC and Brooklyn, NY.  My wife purchased 2 different Groupons for one of our favorite restaurants, and what I found interesting is that I found myself looking for Groupon’s of places I actually already go to and spend money at.  So what is the value to that restaurant if I would be going there anyway?  As we left the restaurant, we felt bit bad to get such a discount that we left a very large tip for the waitress.   What I did realize was that in both cases of using the Groupon, we actually brought a friend to the restaurant.  The value of making a new introduction and getting the word out clearly has over and beyond marketing value even though the restaurant lost 50% 2x for our visits.

So in my mind the real social element of not dealing with strangers that seems to be a strong point in the overall Groupon process, but to somehow bring friends into the equation is the best means of growing these social coupons in the future.  How can you not only get a discount, but influence others that normally would not have been introduced to that product or service find a way to bring it to their attention.

I started to advise for a company called WANTLET. What I like about their solution is that they are more focused on the Want Lists and the social graph of getting more and more involvement from your community rather then just focusing on the deals only.  They have been partnering with many of the coupon companies and aggregators, but they bring a unique value proposition of enlarging the marketing scope via social and viral introductions.

They are not at all competitive to Groupon, but they offer an alternative to social marketing platform that is something I find extremely powerful in the overall sales funnel process.

I think making the friend process more controlled and part of a users desire to spread the word is something that needs to be treated with the utmost of care.

Wantlet brings a unique new way to market; Social Want-Advertising.   Targeting users when they WANT to be marketed to rather then bringing automatic techniques to try to hit them in the face.  I think this  also speaks to the article I cited below.

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Come and see ADO and its partners at OMMA’s Agency of the Year!

I Just arrived here at CES…. Clear day, but cold here for the desert! Definitely Android’s presence at this major Consumer Show will help warm up the mood.  2011 is going to be a great new year in the mobile industry in North America as both Apple and Google battle it out for the leading market share of smart phone devices.

#1- Devices, Devices and more  Devices

We are all looking forward to some of the new devices that will hit the street with Android.  As an open system and an entry platform into the mobile area the competition with ensue between Consumer electronic manufactures, PC manufactures, incumbents and anything you can embed an OS.

The Apple vs. Google’s Android (24.6% vs. 23.5% respectively according to Comscore) competition has first of all made a major dent in RIM’s leadership.  Will Blackberry move from #1 to #3?

At CES this year we expect a fresh taste of many of the new devices to come.

#2-  The blurring line between Smartphones and Tablets

This jostling is not only in the Smartphone race, but in the tablet market as well.  Apples iPad with its 44% marketshare getting nibbled to death from Android’s estimated 39% marketshare by 2010 according to the Piper Jaffray’s estimates.

Although there has been polarization of the different formats, a new breed of formats occupying that middle ground has started.

What makes this interesting is in the multiple forms of display sizes from the 3.5 inch Retina displays, advanced OLED’s all the way up the spectrum to the 10.1 inch and larger.  How will content itself polarize for these different formats? Or maybe not?

#3- Apps and Media Marketplaces

The big differentiator in this new era of advanced internet devices is in the content.   Apple’s leadership in the iTunes marketplace ( more then 300K strong)  has not been threatened yet, but with Android’s openness as the angle for developers to bring in new and exciting things in parallel to the shear volume of content.  The Android Marketplace has will quickly reach the 200k level and continue to grow strongly!  HTML5 mobile apps and content that blend web experiences on native app experiences is something we should keep an eye out for this year with the overall Android App and Marketplace experience.

#4 NFC and the mCommerce explosion

It has been a long-time coming to see this opportunity of Near Field Communications baked into devices.  The quiet release in Google and Samsung’s Nexus S with the Android 2.3 and the NFC chip is an indication that these enablers will be aggressively now released into the market as part of the competition to bring in these new business models. Apple, RIM, Microsoft as well as the mobile operators have all entered this foray becoming the next big battleground for local and location based payments.

#5 Connected and Suggest Advertising

2011 will be a year of advertising innovation beyond the basic impression based CPM models of past.  Android will be a unique platform where Google will bring out is best of ideas of mobile and local advertising that will go beyond the basic behavioral response, but to include the context of location and push.  How will this be mitigated so that our social privacy is not evaded? The debate will continue as the competition ensues.  Google’s Admob vs. Apple’s iAd will be two of the big battle grounds, but expect to see all of the local retailers, commerce and media companies bringing in new and exciting formats to make it more relevant for advertisers in this cross-media, physical and local connection.   The shear volume of Android handsets entering the market should make this a very dynamic addition to Google’s strength, but with Facebook’s Places Mobile Application and the opportunity to bring advertising into this mix as social ads will be another interesting spike in this evolution.

#6  Application Search… the other blurring line

Up until now, Applications have been silo’ed creatures that had activation to content only when downloaded and launched.   I would expect this to be another unique battleground as the plethora of content grows, access in-app will become more and more important as well as the indexing of relevant content on the go.  Twitter search has had the make-up to be the next big thing in the search space, but now will the growth of endless applications paralleling websites as the content for mobility; search will take a potential exciting new direction in the coming year with Applications.

#7  TV and Rich-Media Convergence

Android should make an exciting platform for the future of TV.  In 2010 we saw Google TV, Apple TV and the evolution of real-time video streams anytime, anyplace as a growing trend, now in 2011 with the advances in LTE and more and more content becoming available online this will be another battleground for the mindshare of consumers.

As the Android OS continue to show up everywhere in 2011 ( taxi’s, airplanes, billboards, etc..) this opportunity will make way for interactive video everywhere on the go.  However, how long will it last before content owners hold back from licensing content to Google’s TV initiatives?

This trend is also bringing in new entrants such as Vizio that has been a top Flat-panel manufacturer now entering into the smart device area as well.

#8 Chrome OS vs. Android OS cross-platform

Google has been strategic in keeping these two different platforms separated as they build within the two different marketplaces of mobile and online, but how long will this last. Android platform has been strong with the evolution of the opensource Webkit Browser based on a Safari core.  The Chrome Browser vs. The Safari browser dynamics has now put Google in a unique position for moving forward with its own enablers in parallel with taking the best from both worlds.   2011 will be the year of the Cloud when it comes to the connected OS cross-platform.

#9 Android , Google Music and Content Distribution

It seems like Apple has enjoyed the luxury of being predominant player for the last several years in the mindshare of the music industry. With the shear volume of Android handsets and tablets flooding the market, it would only make sense to see some unique play into the music space by Google.  This space has been a minefield of content rights licensing and business models.  In 2001, the world will begin to relook at the Limewire’s and the Bit torrents of the world that have made such dent on the business models of music.  Intel will launch a new architecture for content protection embedded on its chips that will find their way into the Android devices to come and the App Marketplaces will evolve with new dynamics for business models around the distribution and rights of music to attempt to give content owners more choices in revenue generation.

#10 Social Relevancy and the Android OS

It was rumored in 2010 that Facebook was attempting to launch their own devices the same way Google brought the reference platforms of Nexus One and Nexus S into the market.  There is no stopping Facebook from moving forward with this strategy, but it is clear that further enhanced and improved Social Relevancy will become a key part of the entire OS of Android in the near future starting with Android 2.3.  Facebook and Google have not always shared similar views, but with the large market penetration of Android moving forward they will find the right mix of cooperation strategies that will make this a platform that will leverage social interactions and conversations as a core to the overall user experience.

We have entered 2011 and I have to say the first decade did fly by rather quickly for us in the mobile industry.   I am a big fan of JWT and their things to watch deck.  I thought I would share it and highlight the top 10 in my mind for those realigning and creating a  mobile strategy this year.

Apple has finally rolled out a way for app makers and content providers to build their own specialized ads for apps and the iAd Producer could help boost its mobile advertising network.

Advertisers will need to use this tool to create proprietary ads for iPhone, iPad, AppleTV?  and all in the Orchard I guess….?

Apple rolled out its advertising network as part of iOS 4.0 and it promised to give ads all the functionality of the app itself – this included 3D graphics, multitouch, video, gyroscope and more.  The goal was to create ads which deeply engage the user with experiences  brands could create only mobile… Yahoo took some stabs at it and beyond the Nissan Leaf campaign, we haven’t heard of too many success cases.

In fact, Chanel dropped its plans to advertise with this network after Apple meddled with the creative process.

Could this  iAd Producer change this slow start for Apple to get involved creating the ads,  yet now giving the creators a bit more flexibility.  As it appears these tools seems it make it fairly easy for user to create.

According to Apple:

iAd Producer makes it easy for you to design and assemble high-impact, interactive content for iAd. iAd Producer automatically manages the HTML5, CSS3 and JavaScript behind your iAd to make creating beautiful, motion-rich iAd content as easy as point and click.

For advanced developers, iAd Producer offers sophisticated JavaScript editing and debugging, along with a powerful extension mechanism that enables them to create and re-use their own page templates and components.

We all know that Google is fully integrating AdMob into its business and you know that the search giant is going to be putting a lot of effort into the mobile advertising space. Besides there foray into Voice, Operating Systems and new advances to Search that was recently stated by Google’s Marissa Mayer- ” Contextual Push”, this is not going to be a straight forward process for Apple to get the agency and brands mind share that easily, but with these tools it is definitely a good way to start…

There has been a lot of debate recently about whether Foursquare will truly become the main point of check-in’s around places in the future, or our others going to to be the next game in town ? With Facebook’s Places now extending to Blackberry’s and the roadmap growth process for the 600M+ users,  Foursquare only has 4M users is not even 1% the size of its Goliath predator. Foursquare has been growing with brands and starting to bring lots of new value with different promotional relationships and feeds to their platform, but can they grow fast enough as a company focused on local and is their growth  pace enough to be sustainable? Recently Foursquare was compared to Groupon in its efforts to bring value-added promotions around the community, and some say that Foursquare will need thousands of resources to keep the momentum going.   Even though advertising can be considered great content ( if presented in the right way)  is it the right content that will make Foursquare scale with user acquisition?  For some reason, I believe that it is a good direction, but I am not convinced it is really the right focused strategy as it is so resource intensive to do all those deals.  Groupon emerged with a very different business model for user attraction that has been very local, but not as hyper-local as Foursquare.

In my recent visit to conference around local advertising from the perspective of the local directory companies, Foursquare was a hot-topic, but they seemed to be working toward building their own anchor around local advertisers and Foursquare was not the centerpiece.  There was more debate and discussion around social media distribution in general around Facebook and Twitter.  Foursquare’s game got them out of the gate, and they have tapped into the behavior of the check-in, but others are fast to copy this phenomena.   I am really looking forward to seeing how they scale, but they need something more organic wow now to attract users like they did with the first game concept.   I am looking forward to this evolution and see how they balance user focus vs. advertising in the future, with or without that sales force.  My question is can they keep the game going to continue to game users? Can the game concept continue to grow at a local level?