1. Precise content in precise
moment
Alessandro Martellone
Software Developer
2 Febbraio 2009 - Università degli Studi di Salerno ,DMI -Salerno

2. Outline
• The media
• The rules of marketing
• L.U.N.A. Ads

3. Traditional media
• The traditional media
– Newspapers, magazines, TV, radio
– These media make targeting specific buyers with
individualized messages very difficult.
• High-budget
– what happen for small company and
professionals?

4. One-way interruption
• One-way interruption marketing is yesterday’s
message
• The idea:
– stop what users are doing and pay attention to a
message.
• Classical example:
– Advertising on TVs

5. The old rules of marketing
• Advertising needed to appeal to the masses
• Advertising was one-way: company-to-
consumer
• Advertising was exclusively about selling
products
• Advertising was based on campaigns that had
a limited life

6. • The web has transformed the advertising
rules

7. The web is different
• Instead of one-way interruption, Web
marketing is about delivering useful content
at just the precise moment that a buyer needs
it

8. Still about Web…
• Another wall has fallen!
• Blogs, podcast, e-books, online news releases, social networks, wikis and
other forms of web content:
! let organizations communicate directly with buyers

9. The new rules of marketing
• People want authenticity, not spin
• People want participation, not propaganda
• No one-way interruption! Marketing is about
delivering content at just the precise moment
your audience needs it

10. How much fuel remaining has the old
marketing?

11. Where do we get the money?
• Today:
– Banner
– Popup
– Video Ads
– Google/Yahoo search
• Tomorrow:
– Engagement Ads
– Corporate blog

12. L.U.N.A. Ads
• L.U.N.A. Ads
– a client-side application
– allowing the authentication to the L.U.N.A.
network
– managing the services based on the user’s profile.

13. L.U.N.A. Ads
• Show to user tailor made advertising or
information
• Interact with context where the user is
currently immersed in
• Easy customization for the user:
– It is possible to add or remove functionalities and
services through plug-in

14. Why a stand-alone application?
• Fast connection and login
• Fine location estimation (wifi triangulation)
• More services, more simply
– Voip
– Contextualized news
– Integrated chat services
– Direct access to social community info

15. Thank you for your attention!
a.martellone@futur3.it
www.futur3.it