Download - Attero’s DigitalMedia
Attero’s DigitalMedia
ADMadvertising magnified
About Attero
An Electronic & Electrical Waste Management Company, which works on a Zero-Landfill system. The only Authorized Recyclers in India to be certified
by Ministry of Environment & Forest.
ADM - Background
A Pioneer in Digital Media Promoting computerization across India, with a vision ‘ONE COMPUTER PER INDIAN’
Funded by• Draper Fisher Juverston, NEA-IndoUS Ventures, World Bank
Industry Position Currently the largest and the only player in the Industry with over 1 Lakh user base and growing. • The most Cost Effective medium in terms of CPA and CPC.•The most accountable and measurable medium available.
Office Presence •Delhi •Mumbai •Bangalore •Kolkatta
• Hyderabad•Chandigarh•Pune •Ahmedabad
•Bhubaneshwer•Varansi•Trivandram•Nagpur
•Jaipur •Lucknow•Chennai
PROBLEMS WITH TRADITIONAL MEDIA
How do marketers and advertisers know that :
Who are they reaching?
How many or how many times?
How can you possibly determine what works and what not?
Media Fragmentation is on the Rise
So no Single Media can reach
all your Prospective Customers
Which translates into…
Asia Pacific media consumption patterns across different age groups
Which translates into…
Media Avoidance is on
the Rise
Channels are flipped, Newspaper pages are skipped
Ad avoidance of different Mediums
Source: Initiative Media
Previous, current and projected spending in
New and emerging media Internationally TV, Press and
Radio are under pressure
In India, New Media still does not
have scale
Which translates into…
Advertisers demanding
more Accountability
and ROI
Advertisers demanding
more Accountability
and ROI
Advertising needs to
move beyond Impressions to impact to engagement
Advertising needs to
move beyond Impressions to impact to engagement
Cost Effective Options being
explored.
Cost Effective Options being
explored.
Context in which the message is
seen will play an important part
Context in which the message is
seen will play an important part
What are Advertisers Saying
Consumer Behavior has
Changed
Consumer Behavior has
Changed
So Marketing / Media Mix must
Change
So Marketing / Media Mix must
Change
Answers
To conceptualize, design and develop an innovative media, which enables marketers and advertisers to
directly connect with consumer mind pulse.
&
To communicate with their desired and relevant target audience with negligible fragmentation and
minimum wastage.
Hence the birth of ADM
Austin/Attero Digital Media
Sneak - Peek
The Ad-Bar on the windows desktop has a series of protection features
1. Protection from Software removal
2. Protection from Operating System Re-Installation
3. Protection from Hard Disk Removal
4. Legal obligation
ADM PROTECTION
Traditional Mediums
An Analysis
Mass ReachAudio-visual appealAppeals to senses
IntrusiveTargetable by content selection
Credible/prestigiousHigh awareness
ImpactCreates desire
The Most Persuasive of All MediaBest Way to Demonstrate the Product
Universal AppealEngages Emotion
Production Techniques Make Commercials MemorableCredibleFlexible
TargetabilityFrequencyPortabilityPersonal
Economical for local marketsShort lead times
Community involvementStrong promotional vehicle
Low cost of entrySelectiveIntrusive
Low Production CostsLow Per Commercial CostsEfficient Cost Per Thousand
Advertisers Can Build FrequencyReach Medium
Radio Is FlexibleNot Seasonal
"Theater of the Mind"Mobile
Good Suburban CoverageArbitriton
Audiences Are Different
Light TV ViewersLight Newspaper Readers
Listen to MORE Radio
TV
Strengths of Various Mediums
Strengths of Various Mediums
Radio
Timeliness / news valueAllows for copy detail
Broad reachEditorial / section targetingCredible news environmentGeographically targetable
Material changes are simpleReaders "Shop" the Paper When They Get Ready to Buy
Ads Are TransportableVisual
Ads Have Many Different SizesTarget the Local Shopping AreaPossible to Track With Coupons
Ads Are TangibleProvide Access to Upscale Demographics
Because you must "buy" a newspaper many people believe this gives more credibility to the advertising
"You get what you pay for"Safe
No store manager has ever been fired for advertising in the newspaper
Newspaper
ImageVisual component
Targeted to reader interestGood reproduction quality
Regional flexibilitySignificant pass-along readership
Opportunity to sampleLong shelf life
Ads are part of the reading experienceVery Narrow Targeted Approach
Target MarketHigh Credibility Because of Editorial
Excellent Production StandardsHigh Pass Along
Excellent Audience ResearchPossible to Coupon
Magazines
Strengths of Various Mediums
Strengths of Various Mediums
FrequencyDominance
Mass city coverageMarket / route / site selectivity
Long life / continuitySimplicity
Backlit boards offer unique creative opportunitiesHigh Reach High Frequency at Low Cost
Effective Way to Reach CommutersHighly Targetable
"Carryover"Even after your contract expires, your ad stays up until someone
else buys the boardCost-efficient reach
FrequencyQuality reproduction
Reach qualified & captive audienceTarget campaigns geographically, demographically & psycho
graphicallyGet measurable results in real timeQuick creative & campaign changes
Cost effectiveLimited waste
Various campaign types (display advertising, text ads)Various pricing models
Personalize your message with users name
Not limited by message length
Measurable response and database builder
Highly Targeted
Selling Approach Can Be Tested and Refined
Quality Production
Outdoor
Internet
Direct Mailer
Strengths of Various Mediums
Strengths of Various Mediums
TV
Newspaper
Outdoor
Direct Mailer
Radio
MagazineMagazine
OnlineOnline
BrandingBranding
TargetingTargeting
TacticalTactical
InteractiveInteractive
MassMass
NicheNiche
ADM
SO What is ADM?It is an audio visual Captive Audience Network of Personal
Computers, where people are identifiable via demographics, geographic and psychographic congregate.
The P.C’s attract full viewer attention through flexi-casting in an cost effective manner.
ADM allows you to FLEXI-CAST
Note: Psychographic mapping can be done only based on data provided by DMM server and ISP
87 % average visibility for screens across locations
81 % average recall for any advertising
66 % recall for client specific advertising
Frequently Asked Questions
Source: Data based in initial testing
Since ADM is not designed as a traditional medium…
…it can very well be characterized as a
New and Emerging Medium
Budget allocation attitude
of international market towards
New and Interactive Media
Source: Forrester Research, Inc, 2009
ADM
The Real MediaReal time data = 24 x 7
For Advertisers
Real Media Advantage
Real time data = 24 x 7
– Automated Portal for advertisers.
– Freedom for advertisers to load creatives at any given point of time.
– Access to all campaign related data at any given point of time.
– A detailed comprehensive report every quarter to be delivered.
– Advertisers can design their campaign based on one to one mapping.
Real Media Advantage
• Cost effectiveness:
– Cost of reaching consumer is kept lowest in comparison to all other media vehicles, which in turn helps advertiser to keep the cost of customer acquisition to the bare minimum
– Advertiser won’t be charged, if the consumer clicks the advert and subsequently bring redirected to the advertiser’s web for more/generalized information
– Advertiser won’t be charged, if the consumer is interested in the particular advert and there by clicks the advert, and wishes to view it full screen again and again
Thank You
We hope you enjoyed the presentation, as much as we did
making it.