The Lost Impression - “Bringing back the importance of impression in the digital world”
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The Lost Impression - “Bringing back the importance of impression in the digital world”

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A presentation by Narayan Murthy (Global Sales & Strategy) at the Digital Conversations Srinagar CMO event on a user’s experience on mobile & the need for defining a creative expression with some ...

A presentation by Narayan Murthy (Global Sales & Strategy) at the Digital Conversations Srinagar CMO event on a user’s experience on mobile & the need for defining a creative expression with some alarming stats, trends & experiments clubbed with some real case studies.

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 The Lost Impression - “Bringing back the importance of impression in the digital world” The Lost Impression - “Bringing back the importance of impression in the digital world” Presentation Transcript

  • THE LOST IMPRESSION BRINGING BACK THE IMPORTANCE OF IMPRESSION IN THE DIGITAL WORLD Narayan Murthy Ivaturi Director, Global Sales & Strategy
  • MY FATHER MY SON RAGHU 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=
  • MEDIA PLAN “ LOTS OF MONEY SPENT ”=
  • MEDIUM “ DOES NOT WORK”=
  • CHANGE “ ONLY THING CONSTANT ”=
  • DIGITAL MOBILE=
  • MOBILE MULTIPLICITY=
  • MOBILE CONSTRAINTS=
  • MOBILE OPPORTUNITY / PROBLEM=
  • STEPS FOR MARKETERS TO CAPITALIZE=
  • 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? ”=
  • TARGET AUDIENCE “ 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 ADS COMBINE 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 ”
  • Maximize Mobile Mobile Ad Exchange across Emerging Markets