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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