the lost impression - “bringing back the importance of impression in the digital world”

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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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THE LOST IMPRESSION

BRINGING BACK THE IMPORTANCE

OF IMPRESSION IN THE DIGITAL WORLD

Narayan Murthy Ivaturi

Director, Global Sales & Strategy

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 ” =

MEDIUM “ DOES NOT WORK” =

CHANGE “ ONLY THING

CONSTANT ” =

DIGITAL MOBILE =

MOBILE MULTIPLICITY =

MOBILE CONSTRAINTS =

MOBILE OPPORTUNITY

/ PROBLEM =

STEPS FOR

MARKETERS

TO

CAPITALIZE =

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? ” =

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 ADS COMBINE 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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