![Page 1: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/1.jpg)
Gummy Industries
DISTRACTED Communicating to bored users, online
SDA Bocconi - Master MAMA
![Page 2: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/2.jpg)
Il consumatore post moderno
THINK ABOUT YOUR TARGET
2
![Page 3: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/3.jpg)
87% OF THEM ARE ONLINE
3
http://www.pewinternet.org/data-trend/internet-use/internet-use-over-time/
![Page 4: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/4.jpg)
PROBABLY FROM THEIR PHONE
4
http://www.smartinsights.com/internet-marketing-statistics/insights-from-kpcb-us-and-global-internet-trends-2015-report/attachment/mobile-internet-trends-mary-meeker-2015-1/
![Page 5: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/5.jpg)
MOSTLY ON THEIR PHONE
5
http://www.slideshare.net/wearesocialsg/digital-in-2016/27-wearesocialsg_27MOBILES_SHARE_OF_WEB
![Page 6: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/6.jpg)
WASTING TIME ON SOCIAL NETWORKS
6
http://www.pewinternet.org/data-trend/internet-use/internet-use-over-time/
![Page 7: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/7.jpg)
WHAT SOCIAL NETWORK DO YOU USE MOST?
7
![Page 8: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/8.jpg)
8
www.slideshare.net/wearesocialsg/digital-in-2016/27-wearesocialsg_27MOBILES_SHARE_OF_WEB
![Page 9: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/9.jpg)
MOSTLY, IT DEPENDS ON YOUR AGE AND INTERESTS
9
![Page 10: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/10.jpg)
10
EVERYBODY IS ON FACEBOOK
![Page 11: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/11.jpg)
11
YOUNGER, LESS SCHOLARIZED ON INSTAGRAM
![Page 12: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/12.jpg)
12
BORED ADULTS ON LINKEDIN
![Page 13: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/13.jpg)
13
WOMEN ON PINTEREST
![Page 14: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/14.jpg)
14
RICH TEENS ON SNAPCHAT
![Page 15: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/15.jpg)
WHY DO THIS PEOPLE SPEND TIME ON SOCIAL
NETWORKS?
15Remember? Relation, entertainment and information. 15
![Page 16: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/16.jpg)
WHAT’S THE BEST WAY TO REACH YOUR
TARGET, ONLINE?
16
![Page 17: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/17.jpg)
17
“ONLINE ADVERTISING”, THEY SAY
You have 1 minute to find one that you like, on your
smartphone.
![Page 18: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/18.jpg)
18
ONLINE ADVERTISING IN ITALY A 2,15 BILLION € MARKET
![Page 19: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/19.jpg)
19
“SEARCH IS IMPORTANT” GOOGLE SAYS (LOL)
![Page 20: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/20.jpg)
WHEN SHOULD YOU USE SEARCH ADVERTISING?
20
![Page 21: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/21.jpg)
21
WORKS WELL, IF USERS KNOW WHAT THEY WANT
![Page 22: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/22.jpg)
WHEN WOULD YOU USE SEARCH ADVERTISING?
22
![Page 23: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/23.jpg)
WHEN SHOULD YOU USE SOCIAL ADVERTISING?
23
![Page 24: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/24.jpg)
24
GOOD TO TARGET PEOPLE IN BRESCIA, THAT LOVE ART AND ARE IN A COMPLICATED RELATIONSHIP
![Page 25: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/25.jpg)
25
![Page 26: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/26.jpg)
of people click on Facebook newsfeed ads
26
2%http://www.wolfgangdigital.com/blog/facebook-ad-ctr-study-newsfeed-v-display-from-the-wolfgang-lab/
33 times more than display
![Page 27: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/27.jpg)
27
http://www.salesforcemarketingcloud.com/wp-content/uploads/2013/06/The-Facebook-Ads-Benchmark-Report.pdf
![Page 28: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/28.jpg)
WHEN SHOULD YOU USE DISPLAY ADVERTISING?
28
![Page 29: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/29.jpg)
29
HOW MANY BANNERS DO YOU SEE?
![Page 30: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/30.jpg)
HAVE YOU EVER CLICKED ON A BANNER AD?
I MEAN, ON PURPOSE?
30
![Page 31: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/31.jpg)
of people click on banners31
0,06%*Average CTR across all media and all formats, source: DoubleClick
![Page 32: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/32.jpg)
“You are 64 times more likely to climb Mount
Everest than clicking on a banner ad”
32
![Page 33: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/33.jpg)
33
WHY?
![Page 34: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/34.jpg)
34
PEOPLE DON’T CARE ABOUT BANNERS
61% of people don’t click on banners because they don’t want to be distracted
http://www.bannersnack.com/blog/build-trust-display-ads/
![Page 35: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/35.jpg)
35
EVEN WORSE: PEOPLE HATE
BANNERS
![Page 36: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/36.jpg)
AND BANNER FOLLOW THEM
36That’s creepy! Stop it!
![Page 37: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/37.jpg)
37
LOOKING FOR SOCKS?
![Page 38: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/38.jpg)
YOU’LL NEVER GET RID OF THEM
![Page 39: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/39.jpg)
Returning customers who have been retargeted are
70%more likely to make a purchase
http://www.redcowmedia.co.uk/display-and-retargeting.html
![Page 40: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/40.jpg)
40
CAN YOU SPOT THE ADV?
![Page 41: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/41.jpg)
41
http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/
![Page 42: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/42.jpg)
42
HOW MUCH INTRUSIVE SHOULD YOUR BRAND BE?
100% branded+ control- reach
0% branded- control+ reach
OWNED MEDIA ADV SPONSORSHIP VIRAL
BRANDED CONTENT
EARNED MEDIA
Make my logo bigger!
CONTENT PRODUCT PLACEMENT
![Page 43: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/43.jpg)
people look for something, every day, on Subtle Dildo’s page
43
27.000
![Page 44: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/44.jpg)
Inserisci qui un occhiello
44
![Page 45: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/45.jpg)
Inserisci qui un occhiello
45
![Page 46: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/46.jpg)
46
![Page 47: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/47.jpg)
people played Twitch Plays Pokemon
47
1 MLN
![Page 48: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/48.jpg)
watched
48
40 MLN
![Page 49: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/49.jpg)
49
![Page 50: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/50.jpg)
views of TurBaconEpic Thanksgiving, on Epic Meal Time channel
50
18 MLN
![Page 51: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/51.jpg)
Inserisci qui un occhiello
51
![Page 52: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/52.jpg)
52
![Page 53: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/53.jpg)
Blogpost produced by BuzzFeed for Virgin Mobile
53
190
![Page 54: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/54.jpg)
54
![Page 55: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/55.jpg)
55
![Page 56: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/56.jpg)
56
![Page 57: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/57.jpg)
57
BRAND CREATE ENTIRE BRANDED MAGAZINES
![Page 58: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/58.jpg)
58
THEY CREATE BRAND VALUE THROUGH CONTENT
![Page 59: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/59.jpg)
59
https://www.youtube.com/watch?v=lUtnas5ScSE
![Page 60: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/60.jpg)
60
![Page 61: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/61.jpg)
61
![Page 62: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/62.jpg)
62
160.000 viewers in theaters 1,5M € Box office
CULTURAL INSTITUTION ARE JUMPING ON BOARD
![Page 63: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/63.jpg)
63
http://azone.guggenheim.org/
![Page 64: DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries](https://reader031.vdocument.in/reader031/viewer/2022022414/5872b25a1a28ab523c8b5d0b/html5/thumbnails/64.jpg)
WHAT’S NEXT?
64