space used to deliver data

space used to deliver data

(between people)

advertising media

broadcast media

digital media

electronicmedia

hypermedia

massmedia

multimedia

technological | digital | media

technological convergence

tendency

different technological systems

evolve toward

performing similar tasks

technological | digital | media

digital convergence

previously separate technologies

voice (telephony), data (productivity

applications), video

share resources

synergic interaction

technological | digital | media

media convergence

merging of mass communication outlets

print, television, radio, the internet along

portable & interactive technologies

digital media platforms

story line | leitmotiv

interacting levels

#lessinterruption

@mandomandoArmando “Mando” Liussi Depaoli This work is under a Creative Commons licence

Armando ‘Mando’ Liussi Depaoli+15 years CMO & Creative Director

Advertising & Marketing | LatAm & Europa

2shareworld | Founder partner & CD

Corporate Social Media Advisor

SMM Program Director at Inesdi.

Chairing on CMUA, Esei, iiR Spain, Esade Creapolis

Speaker on Mobile, Branding and CC management

Blogger at mandomando.com, 2blog, Orange | Live

Motto:

Helping leaders make the shift to social.

Branding, Art & design, Media, Entertainment,

Business, Economy,

Technology, Internet/

Hi!

I am Mando

mandomando.com

armando ‘mando’ liussi depaoli+15 years as creative director & cmo

marketing & advertising | latam & europa

the digital signage club | co founder & cd

digital signage certified expert (dseg)

digital communications senior consultant.

digital marketing program director (inesdi).

professor. speaker.

blogger en mandomando.com, 2blog, orange | live

my motto: helping leaders make the shift to social.

#lessinterruption

armando

mando

mandomando

#lessinterruption

#lessinterruption

#lessinterruption

#lessinterruption

puerto rico

mandomando = passing ball game?

#lessinterruption

philippines

mandomando = hi!

#lessinterruption

singapore

mandomando = hide and seek

#lessinterruption

#lessinterruption

media

convergence

needs media

monitoring

#lessinterruption

..but

monitoring is

research without

trash

#lessinterruption

…and

content varies

from media to

media, as well

perception

does...

#lessinterruption

current scenario: data, facts and quotes

#lessinterruption

Carat 2008 | 2012 | 2020

escape to

nowhere fragmentation

media

consumption

#lessinterruption

social media

usage is

multiplatform

#lessinterruption

Medios tradicionales

fragmentacion

mobile world rules

#lessinterruption

changing behaviors

http://www.thinkroth.com/ | Whitepaper | http://www.thinkroth.com/QR-Code-Whitepaper.pdf

#lessinterruption

The CluetrainLost

#lessinterruption

fact: we lost

the captive

audience

#lessinterruption

fact:

companies do not

still have enough

digital culture in

media

communication

#lessinterruption

fact:

companies do not

still have enough

digital culture in

media

communication

#lessinterruption

the key to survive is

less interruption

(focusing on insights profiles,

media behaviors)

going to more, better, efficient

conversation to gain

interactions

Mobile Ads Sucks : Steve Jobs en Business Week

Enero 2010 / Affaire Adidas

Bloomberg Businessweek

“mobile ads sucks”

steve jobs / business week

january 2010 / affaire adidas

#lessinterruption

the key to survive is less

interruption but more

conversation (screens,

prevailed!)

#lessinterruption

nomophobia… ok?

#lessinterruption

nomophobia… ok?

#lessinterruption

…back to the cluetrain lost

#lessinterruption

The first advertisement and the others

Lay preachers & criers

(Paris, France) | 1269

#lessinterruption

Until …… Gutemberg (1450)

…"Societé Géneérale des Annonces“ (1845)

… Mad Men (1950)

#lessinterruption

why ads have

worked in the

past?

Your

Ad

here

#lessinterruption

1. Close to the media owners

2. Public reach controlled

3. Real-world motivational actions

4. Share involvement with the client's

timescale

You

r Ad

here

#lessinterruption

1. Close to the media owners

2. Public reach controlled

3. Real-world motivational actions

4. Share involvement with the client's

timescale

5. And interruption was fine

You

r Ad

here

#lessinterruption

What change

our attitude

to Ads?

Your

Ad

here

#lessinterruption

#lessinterruption

#lessinterruption

#lessinterruption

#lessinterruption

#lessinterruption

#lessinterruption

#lessinterruption

#lessinterruption

#lessinterruption

#lessinterruption

#lessinterruption

#lessinterruption

#lessinterruption

back to business

#lessinterruption

back to business

from event sponsoring to active conversation

#lessinterruption

back to business

from event sponsoring to active conversation

from super-bowl big

screen to twitter-

intimacy-screen

#lessinterruption

#lessinterruption

Who moved

my cheese?

Consumer behavior?

What́ s that?

#lessinterruption

audience = mediawhere “convergence+ consumer behavior” means

1. creation

(multi-media stories, co-creation& crowdsourcing, mixed productionprocess)

2. distribution

(mobile first, mobileeverywhere)

3. consumption

(no limits, no barriers, no segmentation)http://www.slideshare.net/matthewbuckland

#lessinterruption

corporate communications based on customer behaviors

the convergence of paid, owned & earned media

#lessinterruption

#lessinterruption

#lessinterruption

Majority of our daily media

interactions are screen based

#lessinterruption

Context drives device choice

Today consumers own multiple devices

and move seamlessly between them

throughout the day

#lessinterruption

Computers keep us productive

and informed

#lessinterruption

Smartphones keep us

connected

#lessinterruption

Tablets keep us entertained

#lessinterruption

TV no longer commands our full

attention

#lessinterruption

video cases

#lessinterruption

case study

the last advertising agency on earth

#lessinterruption

1. ad agencies lost public connection

2. they underestimated people opinion

3. they forget to talk

4. they lost the cluetrain

what really

happened?

#lessinterruption

1. brands needs

advertising

2. advertisers need to

understand

customer behavior

changes

#lessinterruption

Ad Agencies

reborn as

digital

agencies

#lessinterruption

and

convergence

conversation

happens.

#lessinterruption

case studywonderbra

#lessinterruption

case study

#lessinterruption

media

convergence goes

about individuals

context, so a new

kind of creativity must

push the limits

#lessinterruption

case study

digital signage:

don’t interrupt me…

unless you can

#lessinterruption

#lessinterruption

#lessinterruption

solomo for ads means “don't

interrupt their entertainment,

unless you can be part of it”

solomo: social, local, mobile

#lessinterruption

as consumer

media habits

shift, brand

requires media

ubiquity

#lessinterruption

brands turn into a media, and

media recreate themselves as

context related provider

#lessinterruption

Aplicaciones contextuales

Interactive contextual Apps

SoLoMo > Publicidad localizada > mCommerce

Useful branded data turn into business

Videogame gadgets into shopperception

#lessinterruption

…and thinking on profiles instead of segmentation

#lessinterruption

diminished reality

erased stuff as kpis (people,

objects, brand exposition)

Brand services

#lessinterruption

Mobile culture is not

about a media, neither

smartphones but about

prosumers behavior

#lessinterruption

#lessinterruption

@mandomandoArmando “Mando” Liussi Depaoli This work is under a Creative Commons licence

Armando ‘Mando’ Liussi Depaoli+15 years CMO & Creative Director

Advertising & Marketing | LatAm & Europa

2shareworld | Founder partner & CD

Corporate Social Media Advisor

SMM Program Director at Inesdi.

Chairing on CMUA, Esei, iiR Spain, Esade Creapolis

Speaker on Mobile, Branding and CC management

Blogger at mandomando.com, 2blog, Orange | Live

Motto:

Helping leaders make the shift to social.

Branding, Art & design, Media, Entertainment,

Business, Economy,

Technology, Internet/

Thank you!

Let́ s keep in touch

mandomando.com