The Ancient Art of AdvertisingAnd the Internet Natives

Oct 2009

About myself

• Around 42

• Read books, listen to vinyl records (hobbies)

• Skip TV commercials, banner blind

• No strong favorite brands

• Main source of information – beer with friends

About my Mother in Law

• 63, active

• Spends 3-4 hours per day on TV

• Intends to buy a computer with attached internet (for 5 years)

• Talks about discounts

• One time per month ATM user

About my Kids

• One teenager and one young adult

• Heavy users of internet / social networks

• Dependent on brands

• They behave like my boss

Why should they listen to me.

I earn the money

I know more things, better

I know how to use tools

I solve the problems

I am a manager, respected professional, well connected

I have to think at all those things

How I deal with them

I tell them what to do

I am their parent, not their buddy

I do not discuss certain rules

I repeat things in order to be remembered

I am an adult, I don’t play

Btw…

They love advertising!

comScore and Starcom USA - 'Natural Born Clickers' Study

  Jul-07 Mar-09 decrease

total clickers 32% 16% 50.0%

heavy clickers 6% 4% 33.3%

moderate clickers 10% 4% 60.0%

light clickers 16% 8% 50.0%

Only 8 Percent of Internet Users Now Account for 85 Percent of all Clicks

Only 16% of the Web Is Clicking Display Ads

Viral Brand Profile Skin Viral Friend Requests

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45

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Thank You!Calin.rotarus@arbointeractive.ro

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