The Lost Impression - Bringing back the importance of impression in the digital world

Download The Lost Impression - Bringing back the importance of impression in the digital world

Post on 08-May-2015

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A presentation by Narayan Murthy (Global Sales & Strategy) at the Digital Conversations Srinagar CMO event on a users experience on mobile & the need for defining a creative expression with some alarming stats, trends & experiments clubbed with some real case studies.

TRANSCRIPT

  • 1.THE LOST IMPRESSION BRINGING BACK THE IMPORTANCE OF IMPRESSION IN THE DIGITAL WORLD Narayan Murthy Ivaturi Director, Global Sales & Strategy

2. MY FATHER MY SON RAGHU RAI A PICTURE SPEAKS A THOUSAND WORDS 3. Source: Sticky Webcam Research 77 % OF DISPLAY ADS NEVER SEEN 4. Source: Sticky Webcam Research 1.7 SECS JUST OF ENGAGEMENT WINDOW 5. CLUTTER COMMUNICATION CHAOS= 6. MEDIA PLAN LOTS OF MONEY SPENT = 7. MEDIUM DOES NOT WORK= 8. CHANGE ONLY THING CONSTANT = 9. DIGITAL MOBILE= 10. MOBILE MULTIPLICITY= 11. MOBILE CONSTRAINTS= 12. MOBILE OPPORTUNITY / PROBLEM= 13. STEPS FOR MARKETERS TO CAPITALIZE= 14. INTROSPECT WHY?= 15. INTROSPECT WHY WILL HE CLICK?= 16. INTROSPECT ARE YOU ENTERTAINING?= 17. WHY THEY WILL CLICK? DO WE KNOW 18. INTENT DO WE KNOW 19. ENTERTAINING CAN BE UTILITY? = 20. AUDIENCE WHO ARE THEY IN REAL? = 21. MOBILE AN EXTENSION OF ME? = 22. TARGET AUDIENCE DEVICES OR APPS = 23. KNOW THEM BETTER AUDIENCE DATA = 24. TARGET PROFILING = 25. CLARITY EVERYTHING STARTS WITH AN IMPRESSION = 26. HISTORIC WAR OF MEDIA = TV WAS NOT RADIO WITH PICTURES WEBSITE ARE NOT MAGAZINES YOU CAN CLICK AND MOBILE PHONES ARE NOT SMALL COMPUTERS 27. QUESTION WHAT MAKES AN IDEA MOBILE = TRADITIONAL DIGITAL APPROACH MOBILE IDEA: INSTANT GRATIFICATION 28. QUESTION WHAT MAKES AN IDEA MOBILE = SEARCH INTENT ADS COMBINE THE POWER OF SEARCH WITH MOBILE ADS 29. MANTRA SIMPLE CAN BE POWERFUL= 30. BANNER APPETIZER NOT THE MEAL = 31. BEST PRACTICES DOS AND DONTS = 32. CREATIVE MATTERS MORE 33. KEY DIFFERENTATORS 34. SUCCESSFUL CREATIVE 35. SOME RULES CAN BE BROKEN FMCG FINANCIAL SERVICES AUTO 36. TO SUM IT UP 37. NO ITS NOT ROCKET SCIENCE 38. Maximize Mobile Mobile Ad Exchange across Emerging Markets

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