the lost impression
TRANSCRIPT
THE LOST IMPRESSION
BRINGING BACK THE IMPORTANCE
OF IMPRESSION IN THE DIGITAL WORLD
MY FATHER MY SON
RAGHU 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=
MEDIA
PLAN
“ LOTS OF MONEY
SPENT ”=
CHANGE“ ONLY THING
CONSTANT ”=
DIGITAL MOBILE=
MOBILE MULTIPLICITY=
MOBILE CONSTRAINTS=
MOBILEOPPORTUNITY
/ PROBLEM=
STEPS FOR
MARKETERS
TO
CAPITALIZE=
INTROSPECT WHY?=
INTROSPECTWHY WILL HE
CLICK?=
INTROSPECTARE YOU
ENTERTAINING?=
WHY THEY WILL CLICK?
DO WE KNOW…
INTENTDO WE KNOW…
ENTERTAINING“ CAN BE
UTILITY? ”=
AUDIENCE“ WHO ARE THEY
IN REAL? ”=
MOBILE“ AN EXTENSION
OF ME? ”=
TARGET
AUDIENCE
“ 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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