IBRAHIM CESAR@ibrahimcesar

ADVERTISING AS SERVICETHE IMPACT OF DIGITAL ADVERTISING IN THE USER EXPERIENCE

IBRAHIM CESAR@ibrahimcesar

WHY?

PROBLEMS ENGAGING THE ATTENTION OF MEN CHANGE, AND THEY CHANGE NOT A RANDOM BUT LARGELY IN ACCORD WITH

THE ALTERING DEMANDS OF SOCIETY AND ECONOMY.

(LAZARSFELD e MERTON, p. 109, 2000)

IBRAHIM CESAR@ibrahimcesar

OBJECTIVEUNDERSTAND THE IMPACT OF DIGITAL ADVERTISING IN THE USER EXPERIENCE:

CONTEXTIMPRESSIONSOPINIONSWHERE WE ARE?WHERE WE ARE GOING?

ALBERT-LÁSZLÓ

BARABÁSI

ONCE YOU HAD DATA, YOU COULD BUILD THEORIES. ONCE YOU HAD THEORIES, YOU HAVE PREDICTIVE POWER, YOU COULD TEST AND THEN THE WHOLE THING FITTED ITSELF.

MARSHALLMcLUHAN

WE LOOK AT THE PRESENT THROUGH A REAR-VIEW MIRROR.

WE MARCH BACKWARDS INTO THE FUTURE.

(THE MEDIUM IS THE MASSAGE, 1969)

IBRAHIM CESAR@ibrahimcesar

ADVERTISINGDIGITAL

IBRAHIM CESAR@ibrahimcesar

ADVERTISINGDIGITAL

IBRAHIM CESAR@ibrahimcesar

ADVERTISINGDIGITAL

IBRAHIM CESAR@ibrahimcesar

USER EXPERIENCE (UX)

IBRAHIM CESAR@ibrahimcesar

DISCOURSE ON THE METHOD

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WELCOME TO POST-DIGITAL

KEVINKELLY

I THINK ABOUT THE DEPENDENCY WE HAVE ON THIS OTHER

TECHNOLOGY, CALLED THE ALPHABET AND WRITING.

(KELLY, 2010)

IBRAHIM CESAR@ibrahimcesar

RUSSEL DAVIES(2009)

IBRAHIM CESAR@ibrahimcesar

ADVERTISING AS SERVICE

ADAM TINWORTH@adders

THE STATE OF BEING IN WHICH YOU ASSUME THE DIGITAL

INSTEAD OF MARVELLING AT IT

AMIR KASSAEI@AmirKassaei

DIGITAL IS NOT A MEDIUM.DIGITAL IS INFRASTRUCTURE.

(CANNES, 2012)

IBRAHIM CESAR@ibrahimcesar

ART COPY&

TOM HIMPE@tomhimpe

ADVERTSING HUNGER FOR IMPACT EXPLAINS THE HEAVY

USAGE OF CLICHÉS AND JOKES THROUGHOUT ITS HISTORY.

(HIMPE, 2008)

IBRAHIM CESAR@ibrahimcesar

ART+COPY+CODE

IBRAHIM CESAR@ibrahimcesarCONSIDERATIONS

IBRAHIM CESAR@ibrahimcesar THE ELEMENTS

OFUSER EXPERIENCE

IBRAHIM CESAR@ibrahimcesar

PERSONAL EXPERIENCES/INTERACTIONS WITH THE ORGANIZATION/PRODUCT/SERVICE CREATE A GUT FEELING TOWARDS THE BRAND

IBRAHIM CESAR@ibrahimcesar

USER EXPERIENCE =BRANDING

JESSE JAMES GARRET@jjg

IBRAHIM CESAR@ibrahimcesar

ADVERTISING AS SERVICE

IBRAHIM CESAR@ibrahimcesar

THE DIGITAL UNDERLIES EVERYTHING, IS EVERYTHING.WE NEED TO START THING IN WAYS TO ADD VALUE, HAVE

VALUE IN ITSELF.

IBRAHIM CESAR@ibrahimcesar

IN THE POST DIGITAL, BRANDS NEED ADD VALUE TO THE USER,

NOT THE OLD PARADIGM OF INTERRUPTION

IBRAHIM CESAR@ibrahimcesar

MEANINGFUL EXPERIENCES.

IBRAHIM CESAR@ibrahimcesar

STOP INTERRUPTING.

IBRAHIM CESAR@ibrahimcesar

START CREATING SERVICES.

IBRAHIM CESAR@ibrahimcesar

AND THEY’LL THANK YOU FOR THAT.

REFERENCES

BELCHIOR, R.K.; BELLATO, F.; FERREIRA, D.F.; SILVA, S.R.; SILVEIRA, C.R.; SOUZA, I.C.N. Segmentação Comportamental ou Behavorial Targeting: o conteúdo certo, na hora certa, para o público certo. Faculdades Integradas Claretianas, 2012. BERLO, D.K. O Processo da Comunicação: introdução a teoria e a pratica. 8 ed. São Paulo: Martins Fontes, 1997. CAMUS, A. O Mito de Sísifo. 1 ed. São Paulo: Editora Record, 2004.DAVIES, R. Post digital: an apology, 2010. Disponível em: http://russelldavies.typepad.com/planning/2010/11/post-digital-an-apology.html <acessado em 30 de agosto de 2012>.GARRET, J.J. The Elements of User Experience. 2 ed. Berkeley: New Riders, 2011.GIL, A.C. Métodos e Técnicas de Pesquisa Social. 5 ed. São Paulo: Editora Atlas, 1999.GOMES, N.D. Publicidade: comunicação persuasiva. 1 ed. Porto Alegre: Editora Sulina, 2008.HIMPE, Tom. Advertising Next.: 150 Winning Campaigns for New Communications Age. 1 ed. New York: Ed. Chronicle Books, 2009.LAZARSFELD;MERTON in ADORNO et al. Teoria da cultura de massa. 3 ed. Rio de Janeiro: Paz e Terra, 1982.JENKINS, H. Cultura da Convergência. 1ª Edição. ed. Aleph: São Paulo, 2008KELLY, K. The Technium, 2010. Disponível em: http://www.kk.org/thetechnium/ <acessado em 30 de março de 2012>.MARCONI, M. A.; LAKATOS, E. M. Técnicas de Pesquisa. 7. ed. São Paulo: Atlas, 2009. McLUHAN, M. The Medium Is The Massage. 1ª Edição. Gingko Press: Berkeley, 2012.NIELSEN, J. Banner Blindness: Old and New Findings. Jakob Nielsen’s Alertbox, 2007. Disponível em: http://www.useit.com/alertbox/banner-blindness.html <acessado em 28 de junho de 2012>PINHO, J.B. Publicidade e Vendas na Internet: Técnicas e Estratégias. São Paulo: Summus, 2000.PREECE, J.; ROGERS, Y.; SHARP, H. Interaction Design – Beyond Human-Computer Interaction. Chichester, West Sussex, UK: Wiley, 2011SCHNEIDER, J.; STICKDORN, M. This Is Service Design Thinking. 1 ed. New Jersey: Wiley, 2011.TENNØ, H. 180360720: Marketing in an era of shared values and everyday life, 2011. Disponível em: http://www.180360720.no/ <acessado em 15 de agosto de 2012>.