Le slide della relatrice Christina Lundari per Upgrade Mobile Summit

1. Owning the
mobile
moment.
Media Brands & Products
ChristinaLundari:GeneralManagerOathItaly

2. 15M Italians
access to Internet only
through mobile
today
Source: Audiweb, Aug 2017

3. 16%
6+ hours daily
60%
every 30 mins
21%
every 5 mins
Source: IAB, Always on study, 2017
Daily app usage globally,
Millions
Italians are
mobile addicts
Source: Flurry Data

4. 50% of all
TV and video viewing
will be done
on a mobile screen
by 2020

5. Smartphones
are our lenses
to look at reality

6. And to look beyond reality!

7. VR/AR/360/live
are all great,
but we can still
cut through in a
more traditional
way

8. But, is it worth it? can
you cut through on a
small screen?

9. Creativity matters.

10. Engage consumers

11. Trigger interactivity

12. Be immersive, not intrusive

13. Not just ads,
also storytelling.

14. Native extends reach of video
contents with great efficiency
14
*As compared to the auto-industry average
Higher Completed
View Rate*
+50%
Lower CPCV*
-60%

15. Leverage influencers on all networks

16. The context
plays a key role.

17. 01
M U S I C I S T H E M O S T P O W E R F U L W A Y T O C O N N E C T W I T H
P E O P L E A N D V E V O I S A T T H E F O R E F R O N T O F C O N N E C T I N G
M U S I C F A N S T O T H E A R T I S T S T H E Y L O V E
#1
M O S T V I S I T E D M U S I C
V I D E O P L A T F O R M W W
& I N I T A L Y T O O *
#1
R E S U L T I N S E A R C H
E N G I N E M A C H I N E S F O R
T H E M U S I C I N D U S T R Y *
#1
Y O U T U B E C O N T E N T
P A R T N E I N T E R M S O F
A U D I E N C E A N D V I E W S
Source: *Comscore 2016

18. IMPACT ON ADV AWARENESS:
THE ADV RECALL OF ALL MEANS INVOLVED IS HIGH, VEVO
AND TV SHOW HIGHER UPLIFT
Q – Thinking about the advertising you might have seen this days, have you seen intimate lube gel brands advertising recently? (Open, Multiple)
Q – Which of the following intimate lube gel do you remember the advertising of? (Multiple)
Baseline
Baseline
Baseline
Top of Mind AA Spontaneous AA Aided AA
Not Exposed Tv Exposed Web Exposed Social Exposed Vevo Exposed
+23pp
+17pp
+19pp
+24pp +23pp
+17pp
+25pp
+22pp
+18p
p
+22pp
+25pp
Baseline
Durex Natural Intimate Gel
+5pp +4pp +5pp
+19pp
+11pp
Not Exposed – Cases n. 338
Tv Exposed: Cases n. 624; Web Exposed: Cases n. 454; Facebook Exposed– Cases n. 406; Vevo Exposed – Cases n. 131
+18pp

19. New gel lube
Remembers a couple under the rain, a
wood
100% natural ingredients
It enhances pleasure
It is a versatile product (massage, fun
play time)
Remembers other spots (bed that
creaks)
Other
I don't know
SPONTANEOUS MESSAGE RECALL
Q – You said you have seen Durex Natural Intimate Gel advertisement. What do you remember about what you saw and / or heard in this ad? (Open)
46%
Related Recall of spot
Durex Natural Intimate Gel
Related recall
Nextplora Benchmark 38%
The recall of specific aspects related to Natural Intimate Gel spot (46%) is high and superior to the benchmark. It is important to underline that other
aspects that have been recalled were related to previous Durex campaigns anyway.

20. STRONG IMPACT ON INTENTION TO BUY, TOO
Who knows Durex or Durex Natural Intimate Gel: Not Exposed – Cases n. 256
Tv Exposed: Cases n. 351; Web Exposed: Cases n. 249; Facebook Exposed – Cases n. 220; Vevo Exposed – Cases n. 71
Q – Imagine you want to buy an intimate lube gel . How likely are you going to buy Durex Natural Intimate Gel (Single)

21. Data is key.

22. AGE
GENDER
CARRIER
OS
DEVICE
CARRIER
CONNECTION
LANGUAGE
DEVICE
REAL TIME
HISTORIC
LOCATION
USAGE
FREQUENCY
PURCHASES
SESSION
LENGTH
APP BEHAVIOUR
PURCHASE
BEHAVIOUR
SEARCH
EMAIL RECEIPT
CONTENT
CONSUMPTION
device - data - consumer - insight

23. Bringing the
data to life
23
Content & behavior
Connected
across
devices
Location
Authenticated data
• Verizon customer
• TechCrunch subscriber
• New York
• Gym
• Nordstrom
• Morning: news & lifestyle
• Work day: tech & music
• Evening: food & shopping
• 11 cookie environments
• 1 iPhone
• 2 computers
• 1 Tablet

24. Brand safety
is a must.

25. Viewability & brand safety
Leadership and participation in IAB
initiatives surrounding safety standards
Quality inventory & viewability Fraud protection & brand safety
Proprietary
tools
Traffic quality
assurance
Pre-bid bot detection
& blocking
3rd party
integrations
Human monitoring,
mapped site &
placement quality
Coming soon

26. Thank you.