BRINGING BACK THE IMPORTANCE OF IMPRESSION IN THE DIGITAL WORLD

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 ”

39. Maximize
Mobile
Mobile Ad Exchange across Emerging Markets