the ancient art of advertising and the internet natives
DESCRIPTION
the internet natives are different. how we should advertise to them?TRANSCRIPT
The Ancient Art of AdvertisingAnd the Internet Natives
Oct 2009
About myself
• Around 42
• Read books, listen to vinyl records (hobbies)
• Skip TV commercials, banner blind
• No strong favorite brands
• Main source of information – beer with friends
About my Mother in Law
• 63, active
• Spends 3-4 hours per day on TV
• Intends to buy a computer with attached internet (for 5 years)
• Talks about discounts
• One time per month ATM user
About my Kids
• One teenager and one young adult
• Heavy users of internet / social networks
• Dependent on brands
• They behave like my boss
Why should they listen to me.
I earn the money
I know more things, better
I know how to use tools
I solve the problems
I am a manager, respected professional, well connected
I have to think at all those things
How I deal with them
I tell them what to do
I am their parent, not their buddy
I do not discuss certain rules
I repeat things in order to be remembered
I am an adult, I don’t play
Btw…
They love advertising!
comScore and Starcom USA - 'Natural Born Clickers' Study
Jul-07 Mar-09 decrease
total clickers 32% 16% 50.0%
heavy clickers 6% 4% 33.3%
moderate clickers 10% 4% 60.0%
light clickers 16% 8% 50.0%
Only 8 Percent of Internet Users Now Account for 85 Percent of all Clicks
Only 16% of the Web Is Clicking Display Ads
Viral Brand Profile Skin Viral Friend Requests
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