THE LOST IMPRESSION
BRINGING BACK THE IMPORTANCE
OF IMPRESSION IN THE DIGITAL WORLD
Narayan Murthy Ivaturi
Director, Global Sales & Strategy
MY FATHER MY SON
RAGHU 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 =
MEDIA
PLAN
“ LOTS OF MONEY
SPENT ” =
MEDIUM “ DOES NOT WORK” =
CHANGE “ ONLY THING
CONSTANT ” =
DIGITAL MOBILE =
MOBILE MULTIPLICITY =
MOBILE CONSTRAINTS =
MOBILE OPPORTUNITY
/ PROBLEM =
STEPS FOR
MARKETERS
TO
CAPITALIZE =
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? ” =
TARGET
AUDIENCE
“ 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 ADS COMBINE 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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