Download - The Lost Impression
THE LOST IMPRESSION
BRINGING BACK THE IMPORTANCE OF IMPRESSION IN THE DIGITAL WORLDNarayan Murthy IvaturiDirector, Global Sales & Strategy
MY FATHER MY SONRAGHU RAI
A PICTURE SPEAKS A THOUSAND WORDS
Source: Sticky Webcam Research
77 % OF DISPLAY ADS “NEVER SEEN”
Source: Sticky Webcam Research
1.7 SECS JUST
OF “ENGAGEMENT WINDOW”
CLUTTER COMMUNICATION CHAOS=
MEDIAPLAN
“ LOTS OF MONEY
SPENT ”=
MEDIUM “ DOES NOT WORK”=
CHANGE “ ONLY THING CONSTANT ”=
DIGITAL MOBILE=
MOBILE MULTIPLICITY=
MOBILE CONSTRAINTS=
MOBILE OPPORTUNITY / PROBLEM=
STEPS FOR MARKETERS
TOCAPITALIZE=
INTROSPECT WHY?=
INTROSPECT WHY WILL HE CLICK?=
INTROSPECT ARE YOU ENTERTAINING?=
WHY THEY WILL CLICK?
DO WE KNOW…
INTENT DO WE KNOW…
ENTERTAINING “ CAN BE UTILITY? ”=
AUDIENCE “ WHO ARE THEY IN REAL? ”=
MOBILE “ AN EXTENSION OF ME? ”=
TARGETAUDIENCE
“ DEVICES OR APPS ”=
KNOW THEM BETTER
“ AUDIENCE DATA ”=
TARGET “ PROFILING ”=
CLARITY “ EVERYTHING STARTS WITH AN IMPRESSION ”=
HISTORIC “ WAR OF MEDIA ”=
TV WAS NOT RADIO WITH PICTURES
WEBSITE ARE NOT MAGAZINES YOU CAN
CLICK
AND MOBILE PHONES ARE NOT SMALL COMPUTERS
QUESTION “ WHAT MAKES AN IDEA MOBILE ”=
TRADITIONAL DIGITAL APPROACH
MOBILE IDEA:INSTANT GRATIFICATION
QUESTION “ WHAT MAKES AN IDEA MOBILE ”=
SEARCH INTENT ADSCOMBINE THE POWER OF SEARCH WITH MOBILE ADS
MANTRA “ SIMPLE CAN BE POWERFUL”=
BANNER “ APPETIZER NOT THE MEAL ”=
BEST PRACTICES “ DOS AND DONTS ”=
“ CREATIVE MATTERS MORE ”
“ KEY DIFFERENTATORS ”
“ SUCCESSFUL CREATIVE ”
“ SOME RULES ” … CAN BE BROKEN
FMCG FINANCIAL SERVICES
AUTO
“ TO SUM IT UP ”
“ NO ITS NOT ROCKET SCIENCE ”
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