Bringing back the importance of impression in the digital world.

1. THE LOST IMPRESSION
BRINGING BACK THE IMPORTANCE
OF IMPRESSION IN THE DIGITAL WORLD

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. CHANGE
“ ONLY THING
CONSTANT ”=

8. DIGITAL MOBILE=

9. MOBILE MULTIPLICITY=

10. MOBILE CONSTRAINTS=

11. MOBILE
OPPORTUNITY
/ PROBLEM=

12. STEPS FOR
MARKETERS
TO
CAPITALIZE=

13. INTROSPECT WHY?=

14. INTROSPECT
WHY WILL HE
CLICK?=

15. INTROSPECT
ARE YOU
ENTERTAINING?=

16. WHY THEY WILL CLICK?
DO WE KNOW…

17. INTENT DO WE KNOW…

18. ENTERTAINING
“ CAN BE
UTILITY? ”=

19. AUDIENCE
“ WHO ARE THEY
IN REAL? ”=

20. MOBILE
“ AN EXTENSION
OF ME? ”=

21. TARGET
AUDIENCE
“ DEVICES OR
APPS ”=

22. KNOW THEM
BETTER
“ AUDIENCE
DATA ”=

23. TARGET “ PROFILING ”=

24. CLARITY
“ EVERYTHING STARTS WITH
AN IMPRESSION ”=

25. HISTORIC “ WAR OF MEDIA ”
=
TV WAS NOT RADIO WITH
PICTURES
WEBSITE ARE NOT
MAGAZINES YOU CAN
CLICK
AND MOBILE PHONES ARE NOT
SMALL COMPUTERS

26. QUESTION
“ WHAT MAKES AN
IDEA MOBILE ”=
TRADITIONAL
DIGITAL APPROACH
MOBILE IDEA:
INSTANT GRATIFICATION

27. QUESTION
“ WHAT MAKES AN
IDEA MOBILE ”=
SEARCH INTENT ADS
COMBINE THE POWER OF SEARCH WITH MOBILE ADS

28. MANTRA
“ SIMPLE CAN BE
POWERFUL”=

29. BANNER
“ APPETIZER NOT
THE MEAL ”=

30. BEST
PRACTICES
“ DOS AND DONTS ”
=

31. “ CREATIVE MATTERS MORE ”

32. “ KEY DIFFERENTATORS ”

33. “ SUCCESSFUL CREATIVE ”

34. “ SOME RULES ” … CAN BE BROKEN
FMCG FINANCIAL
SERVICES
AUTO

35. “ TO SUM IT UP ”

36. “ NO ITS NOT ROCKET SCIENCE ”

38. Maximize
Mobile
Mobile Ad Exchange across Emerging Markets