PUBLISHER DAY 2015 - SIMPLY ADV FIRENZE 24.04.2015

UMBERTO BASSO - @UMBEX H-ART - VP INNOVATION, MEDIA AND ADVERTISING

H-ART is part of AKQA network

I L “ C O N T E N U T O ” P R O G R A M M A T I C O

PROGRAMMATIC

We need it, right?

SCHEDULED FLIGHTS

Programmatic

CHARTER FLIGHTS

Premium / Non standard

L A T E O R I A D E G L I A L I B I

https://www.youtube.com/watch?v=5RXX-PiifXY

C O N V E R T I R E B E N E I L T R A F F I C O D I B A S S A Q U A L I T À .

Q U E L L O D I A L T A Q U A L I T À - D I C O N S E G U E N Z A -

S I C O N V E R T I R À D A S O L O .

L A T E O R I A D E G L I A L I B I

4 P I L L A R S T O O U R B R A N D S

D I G I T A L A S A D I M E N S I O N O F E V E R Y T H I N G

I

T H E E N D O F W A I T I N G

Tolerance for waiting falls to absolute zero in 2015

I

T H E S I X T H S E N S E

In 2015 information will be liberated

I I I

R E S P E C T T H E H U M A N N A T U R E

I V

Everything starts discovering insights, what people need, what really motivates people

Message

Format

Context

Performance

The Campaign

Samuel Greengard, www.cmo.com, 2013

““

Traditional advertising revolves around campaigns.

Today, effective (digital) advertising is all about learning, adjusting to constantly changing conditions,

and being always on.

Samuel Greengard, www.cmo.com, 2013

““

It’s about identifying moments of influence when a consumer might be most receptive to a given message

and more likely to act.

mo∙ment : a very short period of time : a particular time: a precise point in time : a time when your are fully present : a celebration of something simple and relevant

HOME

TRAVEL

SOCIAL

HOME

RETAIL

TRAVEL

SLEEP

#Time #Location #Activities #Contacts …

WORK

What is relevant in a customer journey?

Confidential Overview •Confidential ADC 2013 •Confidential Kiip • 5

✓ finished run ✓ purchase ✓ high score ✓ check in ✓ swipe to-do ✓ tinder match

Moments exist everywhere

© Kiip, Inc.

Discover and reward celebrative moments

Behaviours Smart Homes Wearables Connected Cars

Relevant Messages

Data & Insights

More digital devices = More meaningful data about moments

WE NEED TO TRIGGER THE RIGHT MOMENTS.

NEED FOR QUALITY AND DIVERSITY

+ REWARDING MOMENTS + SNACKABLE CONTENT + PLAY LISTS + SHAREABLE PILLS + DIGESTS + DEVICES

HEY, PUBLISHER!

DEATH OF THE HOME PAGE DARK SOCIAL STAY ON THE BUZZ INFINITE SCROLLING RELATED VS. TRENDING STORIES PUSH MEDIA VS. PULL MEDIA

SOME TRENDS FOR PUBLISHERS

AD

NEW FORBES BETA LAYOUT. CHECK IT OUT.

http://www.forbes.com/sites/lewisdvorkin/2015/04/08/inside-forbes-our-new-article-page-puts-mobile-native-ads-and-social-front-and-center/

Native

BRANDS ARE ASKING FOR LESS INTERRUPTION MORE ENGAGEMENT

A D V E R T I S I N G M E E T S D A T A -

P E R S O N A L A D V E R T I S I N G

INTERRUPT, WITH STYLE

DYNAMIC CREATIVE OPTIMISATION

A D V E R T I S I N G M E E T S D A T A -

F U N C T I O N A L A D V E R T I S I N G

https://www.youtube.com/watch?v=dSkJoT6RM28

THE HOUSE HUNTER TEST DRIVE

THE CONVERSION FUNNEL

BOOK TEST DRIVE

VISIT WEBSITE

SURF THE WEB

GO TO DEALER

SEARCH A PRODUCT

FACEBOOK DAILY

ACTIVITIES

VIEW PRODUCTS

ON THE WEB

FAN PAGE

READ MAGAZINE

FUZZY

ALL MOMENTS ARE NOT EQUAL MOBILE MOMENTS ARE LESS

EQUAL THAN OTHERS

+ + +

LEVERAGE USER’S ATTITUDE AND CURRENT HANDSET’S USAGE

ALL MOMENTS ARE NOT EQUAL MOBILE MOMENTS ARE LESS

EQUAL THAN OTHERS

DYNAMIC CREATIVE OPTIMISATION

Marketing is no longer about telling stories. It's about making them.

Are Silent Movies the Future of Advertising?

THE THREE SECONDS RULE

https://www.youtube.com/watch?v=GGO4ArUiP-8

https://www.youtube.com/watch?v=pvcj9xptNOQ

H-ART is part of AKQA network

T H A N K Y O UU M B E R T O B A S S O

@ U M B E X