the lost impression - “bringing back the importance of impression in the digital world”
DESCRIPTION
A presentation by Narayan Murthy (Global Sales & Strategy) at the Digital Conversations Srinagar CMO event on a user’s experience on mobile & the need for defining a creative expression with some alarming stats, trends & experiments clubbed with some real case studies.TRANSCRIPT
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THE LOST IMPRESSION
BRINGING BACK THE IMPORTANCE
OF IMPRESSION IN THE DIGITAL WORLD
Narayan Murthy Ivaturi
Director, Global Sales & Strategy
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MY FATHER MY SON
RAGHU RAI
A PICTURE SPEAKS A THOUSAND WORDS
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Source: Sticky Webcam Research
77 % OF DISPLAY ADS “NEVER SEEN”
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Source: Sticky Webcam Research
1.7 SECS
JUST
OF “ENGAGEMENT WINDOW”
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CLUTTER COMMUNICATION
CHAOS =
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MEDIA
PLAN
“ LOTS OF MONEY
SPENT ” =
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MEDIUM “ DOES NOT WORK” =
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CHANGE “ ONLY THING
CONSTANT ” =
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DIGITAL MOBILE =
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MOBILE MULTIPLICITY =
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MOBILE CONSTRAINTS =
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MOBILE OPPORTUNITY
/ PROBLEM =
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STEPS FOR
MARKETERS
TO
CAPITALIZE =
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INTROSPECT WHY? =
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INTROSPECT WHY WILL HE
CLICK? =
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INTROSPECT ARE YOU
ENTERTAINING? =
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WHY THEY WILL CLICK?
DO WE KNOW…
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INTENT DO WE KNOW…
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ENTERTAINING “ CAN BE
UTILITY? ” =
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AUDIENCE “ WHO ARE THEY
IN REAL? ” =
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MOBILE “ AN EXTENSION
OF ME? ” =
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TARGET
AUDIENCE
“ DEVICES OR
APPS ” =
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KNOW THEM
BETTER
“ AUDIENCE
DATA ” =
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TARGET “ PROFILING ” =
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CLARITY “ EVERYTHING STARTS WITH
AN IMPRESSION ” =
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HISTORIC “ WAR OF MEDIA ” =
TV WAS NOT RADIO WITH
PICTURES
WEBSITE ARE NOT
MAGAZINES YOU CAN
CLICK
AND MOBILE PHONES ARE NOT
SMALL COMPUTERS
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QUESTION “ WHAT MAKES AN
IDEA MOBILE ” =
TRADITIONAL
DIGITAL APPROACH
MOBILE IDEA:
INSTANT GRATIFICATION
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QUESTION “ WHAT MAKES AN
IDEA MOBILE ” =
SEARCH INTENT ADS COMBINE THE POWER OF SEARCH WITH MOBILE ADS
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MANTRA “ SIMPLE CAN BE
POWERFUL” =
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BANNER “ APPETIZER NOT
THE MEAL ” =
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BEST
PRACTICES “ DOS AND DONTS ” =
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“ CREATIVE MATTERS MORE ”
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“ KEY DIFFERENTATORS ”
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“ SUCCESSFUL CREATIVE ”
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“ SOME RULES ” … CAN BE BROKEN
FMCG FINANCIAL
SERVICES
AUTO
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“ TO SUM IT UP ”
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“ NO ITS NOT ROCKET SCIENCE ”
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