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THE LOST IMPRESSION BRINGING BACK THE IMPORTANCE OF IMPRESSION IN THE DIGITAL WORLD Narayan Murthy Ivaturi Director, Global Sales & Strategy

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BRINGING BACK THE IMPORTANCE OF IMPRESSION IN THE DIGITAL WORLD

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Page 1: The Lost Impression

THE LOST IMPRESSION

BRINGING BACK THE IMPORTANCE OF IMPRESSION IN THE DIGITAL WORLDNarayan Murthy IvaturiDirector, Global Sales & Strategy

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MY FATHER MY SONRAGHU RAI

A PICTURE SPEAKS A THOUSAND WORDS

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Source: Sticky Webcam Research

77 % OF DISPLAY ADS “NEVER SEEN”

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Source: Sticky Webcam Research

1.7 SECS JUST

OF “ENGAGEMENT WINDOW”

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CLUTTER COMMUNICATION CHAOS=

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MEDIAPLAN

“ LOTS OF MONEY

SPENT ”=

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MEDIUM “ DOES NOT WORK”=

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CHANGE “ ONLY THING CONSTANT ”=

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DIGITAL MOBILE=

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MOBILE MULTIPLICITY=

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MOBILE CONSTRAINTS=

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MOBILE OPPORTUNITY / PROBLEM=

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STEPS FOR MARKETERS

TOCAPITALIZE=

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INTROSPECT WHY?=

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INTROSPECT WHY WILL HE CLICK?=

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INTROSPECT ARE YOU ENTERTAINING?=

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WHY THEY WILL CLICK?

DO WE KNOW…

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INTENT DO WE KNOW…

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ENTERTAINING “ CAN BE UTILITY? ”=

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AUDIENCE “ WHO ARE THEY IN REAL? ”=

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MOBILE “ AN EXTENSION OF ME? ”=

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TARGETAUDIENCE

“ DEVICES OR APPS ”=

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KNOW THEM BETTER

“ AUDIENCE DATA ”=

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TARGET “ PROFILING ”=

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CLARITY “ EVERYTHING STARTS WITH AN IMPRESSION ”=

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HISTORIC “ WAR OF MEDIA ”=

TV WAS NOT RADIO WITH PICTURES

WEBSITE ARE NOT MAGAZINES YOU CAN

CLICK

AND MOBILE PHONES ARE NOT SMALL COMPUTERS

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QUESTION “ WHAT MAKES AN IDEA MOBILE ”=

TRADITIONAL DIGITAL APPROACH

MOBILE IDEA:INSTANT GRATIFICATION

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QUESTION “ WHAT MAKES AN IDEA MOBILE ”=

SEARCH INTENT ADSCOMBINE THE POWER OF SEARCH WITH MOBILE ADS

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MANTRA “ SIMPLE CAN BE POWERFUL”=

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BANNER “ APPETIZER NOT THE MEAL ”=

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BEST PRACTICES “ DOS AND DONTS ”=

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“ CREATIVE MATTERS MORE ”

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“ KEY DIFFERENTATORS ”

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“ SUCCESSFUL CREATIVE ”

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“ SOME RULES ” … CAN BE BROKEN

FMCG FINANCIAL SERVICES

AUTO

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“ TO SUM IT UP ”

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“ NO ITS NOT ROCKET SCIENCE ”

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