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Future is now by Bela. E. Papp @ ICEEfest 2013
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Future is now by Bela. E. Papp @ ICEEfest 2013



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  • 1. THE FUTURE IS NOW Of Skype, Ads in Apps and Other Online Trends Bela Papp, Microsoft
  • 2. What the DIGITAL consumers want T echnology delivers.
  • 3. Everyone’s a Storyteller Contextual World The New Face of Fun Screens Disappear
  • 4. Advertising has always been storytelling Today’s, and tomorrow’s, digital landscape provides a unique way to tell this story But to do so, brands have to understand consumers, technology, and the underlying trends
  • 5. Multi Screen Story Telling A multi-screen strategy, reaching consumers across media touchpoints Virtual art exhibition, open to all, built using Deep Zoom and inspired by Infiniti’s ‘Perfect line is a curve’ aesthetic Live mosaic of images hosted online and available in a bespoke version through Xbox Live dashboard Homepage and Car channel takeovers drive traffic Mobile campaign targeting smartphones with video, bing maps integration, click-to-call test drive bookings
  • 6. Multi Screen Story Telling
  • 7. Social Story Telling Social Story Telling TRUST ! Users are more likely to find advertising trustworthy and relevant on Skype compared to Facebook, website banners ads and YouTube video ads.**
  • 8. Funware
  • 9. Fun for Brands “41% Said they would “Definitely Consider” Nissan for their next purchase or lease after seeing ad in app. Consumers were subsequently more likely to describe Nissan as high quality, powerful, exciting and modern.”
  • 10. A question for you… How many contacts do you have on Facebook 1. 0-100 2. 100-200 3. 200-300 4. 300-400 5. More than 500
  • 11. A question for you… How many contacts do you have on Skype? 1. Less than 10 2. 10 – 15 3. 15-20 4. More than 20
  • 12. Skype users speak for more than 2 Billion minutes.
  • 13. All throughout the day evening morning Chat Facebook Feed Video Calling Audio Calling late afternoon afternoon Screen Sharing
  • 14. For frequent, long conversations Half of Skype sessions last more than 30min2 Over half use Skype twice a week or more1 Source: 1. comScore Marketing Solutions Brand Survey June-July 2012 2. Skype user research, July 2012, conducted by Ipsos MediaCT on behalf of Microsoft Users feel Skype is a more personal experience than Facebook or Twitter2
  • 15. Skype Loves Brands Masthead Conversation Mobile Homepage Premium Brand Opportunity Only one ad in vision at any one time Rich media-capable Reaching potential clients in 1:1 communication mode Low MSN Duplication
  • 16. Apps are BIG… And are Getting Bigger
  • 17. Largest Potential Market for Apps Worldwide Units Since Launch of Windows 7 as of March 2012, IDC
  • 18. Windows 8 Ads in Apps