The Lost Impression

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BRINGING BACK THE IMPORTANCE OF IMPRESSION IN THE DIGITAL WORLD

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  • Understand the user
  • Understand the user
  • Understand the user
  • Understand the user
  • Understand the user
  • Understand the user
  • Understand the user
  • Understand the user
  • Understand the user
  • Understand the user
  • Understand the user
  • Understand the user
  • Understand the user
  • Understand the user
  • Understand the user
  • Understand the user
  • Understand the user
  • Understand the user
  • Understand the user
  • The Lost Impression

    1. 1. THE LOST IMPRESSION BRINGING BACK THE IMPORTANCE OF IMPRESSION IN THE DIGITAL WORLD Narayan Murthy Ivaturi Director, Global Sales & Strategy
    2. 2. MY FATHER MY SON RAGHU RAI A PICTURE SPEAKS A THOUSAND WORDS
    3. 3. Source: Sticky Webcam Research 77 % OF DISPLAY ADS “NEVER SEEN”
    4. 4. Source: Sticky Webcam Research 1.7 SECS JUST OF “ENGAGEMENT WINDOW”
    5. 5. CLUTTER COMMUNICATION CHAOS=
    6. 6. MEDIA PLAN “ LOTS OF MONEY SPENT ”=
    7. 7. MEDIUM “ DOES NOT WORK”=
    8. 8. CHANGE “ ONLY THING CONSTANT ”=
    9. 9. DIGITAL MOBILE=
    10. 10. MOBILE MULTIPLICITY=
    11. 11. MOBILE CONSTRAINTS=
    12. 12. MOBILE OPPORTUNITY / PROBLEM=
    13. 13. STEPS FOR MARKETERS TO CAPITALIZE=
    14. 14. INTROSPECT WHY?=
    15. 15. INTROSPECT WHY WILL HE CLICK?=
    16. 16. INTROSPECT ARE YOU ENTERTAINING?=
    17. 17. WHY THEY WILL CLICK? DO WE KNOW…
    18. 18. INTENT DO WE KNOW…
    19. 19. ENTERTAINING “ CAN BE UTILITY? ”=
    20. 20. AUDIENCE “ WHO ARE THEY IN REAL? ”=
    21. 21. MOBILE “ AN EXTENSION OF ME? ”=
    22. 22. TARGET AUDIENCE “ DEVICES OR APPS ”=
    23. 23. KNOW THEM BETTER “ AUDIENCE DATA ”=
    24. 24. TARGET “ PROFILING ”=
    25. 25. CLARITY “ EVERYTHING STARTS WITH AN IMPRESSION ”=
    26. 26. HISTORIC “ WAR OF MEDIA ” = TV WAS NOT RADIO WITH PICTURES WEBSITE ARE NOT MAGAZINES YOU CAN CLICK AND MOBILE PHONES ARE NOT SMALL COMPUTERS
    27. 27. QUESTION “ WHAT MAKES AN IDEA MOBILE ”= TRADITIONAL DIGITAL APPROACH MOBILE IDEA: INSTANT GRATIFICATION
    28. 28. QUESTION “ WHAT MAKES AN IDEA MOBILE ”= SEARCH INTENT ADS COMBINE THE POWER OF SEARCH WITH MOBILE ADS
    29. 29. MANTRA “ SIMPLE CAN BE POWERFUL”=
    30. 30. BANNER “ APPETIZER NOT THE MEAL ”=
    31. 31. BEST PRACTICES “ DOS AND DONTS ” =
    32. 32. “ CREATIVE MATTERS MORE ”
    33. 33. “ KEY DIFFERENTATORS ”
    34. 34. “ SUCCESSFUL CREATIVE ”
    35. 35. “ SOME RULES ” … CAN BE BROKEN FMCG FINANCIAL SERVICES AUTO
    36. 36. “ TO SUM IT UP ”
    37. 37. “ NO ITS NOT ROCKET SCIENCE ”
    38. 38. Maximize Mobile Mobile Ad Exchange across Emerging Markets

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