moving from impressions
to engagement
Nikos Moraitakis @moraitakis
www.upstreamsystems.com
I’m wasting half of my
advertising budget. I
just don’t know which
half.
John Wanamaker
Ha! In mobile
marketing we can
measure everything
but are we measuring
effectiveness or
just results?
127bn impressions
5 trillion impressions
1996 2011
Est. volume of digital ad impressions worldwide
Comscore Research
750 interruptions per person per year
can they
take more?
~7% typical response rate
1996 2011
~0.1%
Est. average response rates to digital ads
Comscore Research
the market has given the answer: driving
results by volume doesn’t work
how much
is too much?
the
appetite
exists
but
limited
tolerance
engagement
is a finite resource
we must learn
to talk less,
more effectively
personal
intimate
synchronous
direct
relevance
permission
timing
eloquence
the solution
WILL be
technological
The solution will
disrupt the marketing
industry and mobile
marketers are poised
to be part of it
thanks tweet your comments & reactions
@moraitakis
@upstreamglobal
#momoath
www.upstreamsystems.com
