the lost impression
DESCRIPTION
BRINGING BACK THE IMPORTANCE OF IMPRESSION IN THE DIGITAL WORLDTRANSCRIPT
THE LOST IMPRESSION
BRINGING BACK THE IMPORTANCE OF IMPRESSION IN THE DIGITAL WORLDNarayan Murthy IvaturiDirector, Global Sales & Strategy
MY FATHER MY SONRAGHU RAI
A PICTURE SPEAKS A THOUSAND WORDS
Source: Sticky Webcam Research
77 % OF DISPLAY ADS “NEVER SEEN”
Source: Sticky Webcam Research
1.7 SECS JUST
OF “ENGAGEMENT WINDOW”
CLUTTER COMMUNICATION CHAOS=
MEDIAPLAN
“ LOTS OF MONEY
SPENT ”=
MEDIUM “ DOES NOT WORK”=
CHANGE “ ONLY THING CONSTANT ”=
DIGITAL MOBILE=
MOBILE MULTIPLICITY=
MOBILE CONSTRAINTS=
MOBILE OPPORTUNITY / PROBLEM=
STEPS FOR MARKETERS
TOCAPITALIZE=
INTROSPECT WHY?=
INTROSPECT WHY WILL HE CLICK?=
INTROSPECT ARE YOU ENTERTAINING?=
WHY THEY WILL CLICK?
DO WE KNOW…
INTENT DO WE KNOW…
ENTERTAINING “ CAN BE UTILITY? ”=
AUDIENCE “ WHO ARE THEY IN REAL? ”=
MOBILE “ AN EXTENSION OF ME? ”=
TARGETAUDIENCE
“ DEVICES OR APPS ”=
KNOW THEM BETTER
“ AUDIENCE DATA ”=
TARGET “ PROFILING ”=
CLARITY “ EVERYTHING STARTS WITH AN IMPRESSION ”=
HISTORIC “ WAR OF MEDIA ”=
TV WAS NOT RADIO WITH PICTURES
WEBSITE ARE NOT MAGAZINES YOU CAN
CLICK
AND MOBILE PHONES ARE NOT SMALL COMPUTERS
QUESTION “ WHAT MAKES AN IDEA MOBILE ”=
TRADITIONAL DIGITAL APPROACH
MOBILE IDEA:INSTANT GRATIFICATION
QUESTION “ WHAT MAKES AN IDEA MOBILE ”=
SEARCH INTENT ADSCOMBINE THE POWER OF SEARCH WITH MOBILE ADS
MANTRA “ SIMPLE CAN BE POWERFUL”=
BANNER “ APPETIZER NOT THE MEAL ”=
BEST PRACTICES “ DOS AND DONTS ”=
“ CREATIVE MATTERS MORE ”
“ KEY DIFFERENTATORS ”
“ SUCCESSFUL CREATIVE ”
“ SOME RULES ” … CAN BE BROKEN
FMCG FINANCIAL SERVICES
AUTO
“ TO SUM IT UP ”
“ NO ITS NOT ROCKET SCIENCE ”
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