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 Maximize Mobile Mobile Ad Exchange across Emerging Markets