Slide di Umberto Basso con il posizionamento contenuti editoriali e Adv x Publisher Day 2015

1. PUBLISHER DAY 2015 - SIMPLY ADV
FIRENZE 24.04.2015
UMBERTO BASSO - @UMBEX
H-ART - VP INNOVATION, MEDIA AND ADVERTISING
H-ART is part of AKQA network
I L “ C O N T E N U T O ” P R O G R A M M A T I C O

2. PROGRAMMATIC
We need it, right?

3. SCHEDULED FLIGHTS
Programmatic

4. CHARTER FLIGHTS
Premium / Non standard

5. L A T E O R I A D E G L I A L I B I
https://www.youtube.com/watch?v=5RXX-PiifXY

6. C O N V E R T I R E B E N E I L
T R A F F I C O D I B A S S A Q U A L I T À .
Q U E L L O D I A L T A Q U A L I T À
- D I C O N S E G U E N Z A -
S I C O N V E R T I R À D A S O L O .
L A T E O R I A D E G L I A L I B I

7. 4 P I L L A R S
T O O U R B R A N D S

8. D I G I TA L A S A D I M E N S I O N
O F E V E R Y T H I N G
I

9. T H E E N D O F W A I T I N G
Tolerance for waiting falls to absolute zero in 2015
I

10. T H E S I X T H S E N S E
In 2015 information will be liberated
I I I

11. R E S P E C T T H E H U M A N N A T U R E
I V

12. Everything starts
discovering insights,
what people need,
what really motivates
people
Message
Format
Context
Performance
The Campaign

13. Samuel Greengard, www.cmo.com, 2013
“
“
Traditional advertising revolves around campaigns.
Today, effective (digital) advertising is all about learning,
adjusting to constantly changing conditions,
and being always on.

14. Samuel Greengard, www.cmo.com, 2013
“
“
It’s about identifying moments of influence
when a consumer might be most receptive to a given message
and more likely to act.

15. mo∙ment
: a very short period of time
: a particular time: a precise point in time
: a time when your are fully present
: a celebration of something simple and relevant

16. HOME
TRAVEL
SOCIAL
HOME
RETAIL
TRAVEL
SLEEP
#Time
#Location
#Activities
#Contacts
…
WORK
What is
relevant in
a customer
journey?

17. ✓ finished run ✓ purchase ✓ high score ✓ check in ✓ swipe to-do ✓ tinder match
Moments exist everywhere
© Kiip, Inc.
Discover and reward celebrative moments

18. Behaviours
Smart Homes
Wearables
Connected Cars
Relevant
Messages
Data & Insights
More digital devices = More meaningful data about moments
WE NEED TO TRIGGER THE RIGHT MOMENTS.

19. NEED FOR
QUALITY AND DIVERSITY
+ REWARDING MOMENTS
+ SNACKABLE CONTENT
+ PLAY LISTS
+ SHAREABLE PILLS
+ DIGESTS
+ DEVICES
HEY, PUBLISHER!

20. DEATH OF THE HOME PAGE
DARK SOCIAL
STAY ON THE BUZZ
INFINITE SCROLLING
RELATED VS. TRENDING STORIES
PUSH MEDIA VS. PULL MEDIA
SOME TRENDS FOR PUBLISHERS

21. AD
NEW FORBES BETA LAYOUT.
CHECK IT OUT.
http://www.forbes.com/sites/lewisdvorkin/2015/04/08/inside-forbes-our-new-article-page-puts-mobile-native-ads-and-social-front-and-center/

22. Native

23. BRANDS ARE ASKING FOR
LESS INTERRUPTION
MORE ENGAGEMENT

24. A D V E R T I S I N G M E E T S D A T A
-
P E R S O N A L A D V E R T I S I N G

25. INTERRUPT, WITH STYLE
DYNAMIC CREATIVE OPTIMISATION

26. A D V E R T I S I N G M E E T S D A T A
-
F U N C T I O N A L A D V E R T I S I N G

27. https://www.youtube.com/watch?v=dSkJoT6RM28
THE HOUSE HUNTER TEST DRIVE

28. THE CONVERSION FUNNEL
BOOK
TEST DRIVE
VISIT
WEBSITE
SURF
THE WEB
GO TO
DEALER
SEARCH A
PRODUCT
FACEBOOK
DAILY
ACTIVITIES
VIEW
PRODUCTS
ON THE
WEB
FAN PAGE
READ
MAGAZINE
FUZZY

29. ALL MOMENTS ARE NOT EQUAL
MOBILE MOMENTS ARE LESS
EQUAL THAN OTHERS

30. + + +
LEVERAGE USER’S ATTITUDE AND CURRENT HANDSET’S USAGE
ALL MOMENTS ARE NOT EQUAL
MOBILE MOMENTS ARE LESS
EQUAL THAN OTHERS
DYNAMIC CREATIVE OPTIMISATION

31. Marketing is no longer about telling stories.
It's about making them.

32. Are Silent Movies the Future of Advertising?

33. THE THREE SECONDS RULE
https://www.youtube.com/watch?v=GGO4ArUiP-8

34. https://www.youtube.com/watch?v=pvcj9xptNOQ

35. H-ART is part of AKQA network
T H A N K Y O U
U M B E R T O B A S S O
@ U M B E X