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MARKETING FORMATS
                        IN THE DIGITAL WORLD

                               Cairo, Egypt July 2011




Sunday, July 10, 2011
gaping void // hugh macleod

Sunday, July 10, 2011
From Shouting




                                                          How?
                  to     Listening
                              From Pitching


                        to   Offering
                             From Brand Hero


                    to   Advocacy
     “Service is the new advertising.
                                alex gisbert // expedia



Sunday, July 10, 2011
we create...Marketing Formats
                          not ADS.
          A Marketing Format is a
             method/solution to:
                                            editor of pop' africana // oroma elewa




             - understand expectations
             - bring value
             - enable participation
             - develop target communities
             - create brand fans



Sunday, July 10, 2011
Content fuels our
                                        Marketing Formats
                        on Sold
                              e
                          lin




                                                   Traditional Campaigns   Marketing Formats




                           3 days = $9.6 Million


                         “Content is
                 the new currency
                                  paul isakson




Sunday, July 10, 2011
...and Context
                                                        is King
                                                            Every platform we use to
           editor of pop' africana // oroma elewa
                                                            deliver our content is a
                                                            connection-point with our
                                                            consumers

                                                            Every technology influences
                                                            the way consumer will
                                                            perceive our message

                                                            Every community has its own
                                                            rules


Sunday, July 10, 2011
in West Africa
                         our Format is
                            called...

Sunday, July 10, 2011
Sunday, July 10, 2011
2

                                         Marketing
                                          Format

                        1

                             Cool                        Valuable
                            Brands                       Content

                                                                    3

                                          The
                                     4
                                         Context

Sunday, July 10, 2011
- Web & Mobile Campaigning w/
                                                   local and international contents


           today
                                                           (audio and video),
                                                 - SMS calls-to-actions Sweepstakes
                                                     - Augmented Reality Promos
                                                 - Inspirational Music for Streaming
                                                             and Download
                                                             - Music events
                                                        - Branded Mobile Apps




              - Integrated Streaming Music
                         Platform,


                                                tomorrow
                - Profiled Consumer-Base
              - Ad Inventory management
           - Extensive Reports (and more to
                          come..)
             “Best entertainment project ever
                    launched in Africa!”
                     Chris Ankrah



Sunday, July 10, 2011
our Format with
             Augmented
           Reality is called...

Sunday, July 10, 2011
*Aladdin*                                   The Promise

                                                              A ugmented
                                                              L ive
                                                              A D vertising
                                                                         (4)
               An Aladdin's lamp. In fact it is as if each
               time we start our smartphone we had
               one, rubbing it makes us feel the music, for
                                                              D igital
               example, or tell us how much a product
               can help us in our job or how many
               kilometers we still have to travel or...,
                                                              I nteractive
               How can we change the world?                   N etworks
Sunday, July 10, 2011
SYNC            EXTEND                          ZOOM
            enriching TV contents       TV boundaries with           every TV frame using
           with interactive contents   images that appear on          your mobile phone
              that appear on the          the smartphone            (x-ray 3D, details, etc.)
                 touch-device


    THE GRAMMAR                                   THE TECHNOLOGY
    REALITY COMPUTING                             AUGMENTED TV (SYNC TV-TOUCH DEVICE)
Sunday, July 10, 2011
In-Ad Injection on
    billboard, starting
    from Radio and TV
    commercials and
    to complement print                                                         A-TV
    publishing.

    Aladdin adds a
    new dimension to
    all media.
                                                                           A-RADIO



    A-PRINT                                                                A-PRESS
    “AUGMENTED” ADVERTISING
    HOW TO HAVE IN-SYNC NEW MEDIA WITH COMMUNICATION OVER PRESS, RADIO AND TV
Sunday, July 10, 2011
*ENEL*                                              Use Case
                                                                                           1
                                Total Views and Total Unique Visitors
                                              per Week




                                                                         2000



                                                                        1500
                                                                                           10 Airport, 8 Co
                                                                                                           untries
                                                                        1000


                                                                    500             2
                         Week 12, 2011
                                                                   0
                                         Week 14, 2011




                               Unique visitors            Total Views


                                                                                                            3
                    2024 Unique Visitors                                                           CONVERSIO
                                                                                                            N



                        in the first 4 Weeks!

Sunday, July 10, 2011
our Format for
                   Publisher in
                 Egypt is called...

Sunday, July 10, 2011
1     Reach new audiences       1
                            Monetize valuable content
                        1
                        2     (including back issues)
                                                        1

                        1
                        3      Social Media Ready       1

Sunday, July 10, 2011
Video

                                                                          Streaming
                   User Friendly UI including:




                                                                      o




                                                                                      So
                                                                   ot




                                                                                        ci
                        Content Index




                                                      Ph




                                                                                          Sh
                                                                ry




                                                                                          al
                                                              le




                                                                                             ar
                                                            al




                                                                                               in
                                                           G




                                                                                                 g
                        Text Search

                        Scrollable Thumbnail Pages

                        Facebook, Twitter and RSS
                        integration
                                                      A
                                                          d




                                                                                           pp
                                                            N
                                                             et
                                                     In




                                                                                       -A


                                                                                                   e
                                                                w
                   End-to-end hosted service to
                                                      te




                                                                                                as
                                                                                      In
                                                                 or
                                                          gr




                                                                                               h
                                                                   ks




                                                                                            rc
                                                            at

                   bring your content to the Apple




                                                                                         Pu
                                                               i
                                                              on

                                                                          Extensive
                   Store in only few weeks
                                                                           Reports


Sunday, July 10, 2011
THANK YOU!


                           andrea@insideout.io




Sunday, July 10, 2011

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Digital Media innovations empowering media & advertising

  • 1. MARKETING FORMATS IN THE DIGITAL WORLD Cairo, Egypt July 2011 Sunday, July 10, 2011
  • 2. gaping void // hugh macleod Sunday, July 10, 2011
  • 3. From Shouting How? to Listening From Pitching to Offering From Brand Hero to Advocacy “Service is the new advertising. alex gisbert // expedia Sunday, July 10, 2011
  • 4. we create...Marketing Formats not ADS. A Marketing Format is a method/solution to: editor of pop' africana // oroma elewa - understand expectations - bring value - enable participation - develop target communities - create brand fans Sunday, July 10, 2011
  • 5. Content fuels our Marketing Formats on Sold e lin Traditional Campaigns Marketing Formats 3 days = $9.6 Million “Content is the new currency paul isakson Sunday, July 10, 2011
  • 6. ...and Context is King Every platform we use to editor of pop' africana // oroma elewa deliver our content is a connection-point with our consumers Every technology influences the way consumer will perceive our message Every community has its own rules Sunday, July 10, 2011
  • 7. in West Africa our Format is called... Sunday, July 10, 2011
  • 9. 2 Marketing Format 1 Cool Valuable Brands Content 3 The 4 Context Sunday, July 10, 2011
  • 10. - Web & Mobile Campaigning w/ local and international contents today (audio and video), - SMS calls-to-actions Sweepstakes - Augmented Reality Promos - Inspirational Music for Streaming and Download - Music events - Branded Mobile Apps - Integrated Streaming Music Platform, tomorrow - Profiled Consumer-Base - Ad Inventory management - Extensive Reports (and more to come..) “Best entertainment project ever launched in Africa!” Chris Ankrah Sunday, July 10, 2011
  • 11. our Format with Augmented Reality is called... Sunday, July 10, 2011
  • 12. *Aladdin* The Promise A ugmented L ive A D vertising (4) An Aladdin's lamp. In fact it is as if each time we start our smartphone we had one, rubbing it makes us feel the music, for D igital example, or tell us how much a product can help us in our job or how many kilometers we still have to travel or..., I nteractive How can we change the world? N etworks Sunday, July 10, 2011
  • 13. SYNC EXTEND ZOOM enriching TV contents TV boundaries with every TV frame using with interactive contents images that appear on your mobile phone that appear on the the smartphone (x-ray 3D, details, etc.) touch-device THE GRAMMAR THE TECHNOLOGY REALITY COMPUTING AUGMENTED TV (SYNC TV-TOUCH DEVICE) Sunday, July 10, 2011
  • 14. In-Ad Injection on billboard, starting from Radio and TV commercials and to complement print A-TV publishing. Aladdin adds a new dimension to all media. A-RADIO A-PRINT A-PRESS “AUGMENTED” ADVERTISING HOW TO HAVE IN-SYNC NEW MEDIA WITH COMMUNICATION OVER PRESS, RADIO AND TV Sunday, July 10, 2011
  • 15. *ENEL* Use Case 1 Total Views and Total Unique Visitors per Week 2000 1500 10 Airport, 8 Co untries 1000 500 2 Week 12, 2011 0 Week 14, 2011 Unique visitors Total Views 3 2024 Unique Visitors CONVERSIO N in the first 4 Weeks! Sunday, July 10, 2011
  • 16. our Format for Publisher in Egypt is called... Sunday, July 10, 2011
  • 17. 1 Reach new audiences 1 Monetize valuable content 1 2 (including back issues) 1 1 3 Social Media Ready 1 Sunday, July 10, 2011
  • 18. Video Streaming User Friendly UI including: o So ot ci Content Index Ph Sh ry al le ar al in G g Text Search Scrollable Thumbnail Pages Facebook, Twitter and RSS integration A d pp N et In -A e w End-to-end hosted service to te as In or gr h ks rc at bring your content to the Apple Pu i on Extensive Store in only few weeks Reports Sunday, July 10, 2011
  • 19. THANK YOU! andrea@insideout.io Sunday, July 10, 2011