evento mobilidade 2016 - a inovação a serviço da compra de mídia - dario diament - headway
TRANSCRIPT
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Dario DiamentVP, Product & Strategy@ddiament
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Pre-Digital era
Google Time
Web 2.0
Platform Web
Mobile First
1999 2004 2007 2010 2015 2018
SearchSEO SEMAdsenseFlash SitesMicro SitesAnalytics
PublishersE-Mail
BlogsYouTubeUCGWikisCommunitiesViralesTrollsTwitterFacebookWidgetsHi5Fotolog
NewsfeedFacebook PagesFacebook AppsViral LoopTrending TopicTwitter CelebsMemesCommunity ManagerFacebook AdsProgrammatic AdsYouTubersHTML5Video EverywhereNetflixAugmented Reality*QR Codes*
Second ScreenSnapchatInstagramInfluenciadoresMore YouTubersPokemon Go*Mobile AppsResponsive Sites4GLive*Native Ads
BRIEF HISTORYOF DIGITALMARKETING
The Next Wave
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Pre-Digital era
Google Time
Web 2.0
Platform Web
Mobile First
1999 2004 2007 2010 2015 2018
SearchSEO SEMAdsenseFlash SitesMicro SitesAnalytics
PublishersE-Mail
BlogsYouTubeUCGWikisCommunitiesViralesTrollsTwitterFacebookWidgetsHi5Fotolog
NewsfeedFacebook PagesFacebook AppsViral LoopTrending TopicTwitter CelebsMemesCommunity ManagerFacebook AdsProgrammatic AdsYouTubersHTML5Video EverywhereNetflixAugmented Reality*QR Codes*
Second ScreenSnapchatInstagramInfluenciadoresMore YouTubersPokemon Go*Mobile AppsResponsive Sites4GLive*Native Ads
The Next Wave
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Leasure research timeSearch queries increased by 400%
Work & PauseContinuous access to the web through both PC and Mobile with Periodic short off-times.89% of knowledge workers consume online content while working.
Multi-screen momentSearch queries increased by 400%
News timeNews and Daily offers sites traffic peak between 9AM and 12PM
THE MODERNMEDIA CONSUMER
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DESKTOP SIGNAL
T H I R D P A R T Y D AT A
Age IncomeAuto PurchaseINTERESTS
F I R S T P A R T Y D AT A
DMP CRM
M O M E N T D AT A
Time IP RangeContent DayDevice
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(-23.561263, -46.694433)LOCATIONTHE NEW SIGNAL Latitude Longitude
We are here
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(-23.561263, -46.694433)Cookie
Lat/Long Match Map
ID Places Data
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Geo Data is the best signal that can compete against Search to predict user intent
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L O C AT I O N D ATA
MOBILE SIGNAL
T H I R D P A R T Y D AT A
Age IncomeAuto PurchaseInterest
F I R S T P A R T Y D AT A
DMP CRM
M O M E N T D AT A
Time IP RangeContent DayDevice
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GEOFENCING
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LOCAL RETARGETING
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GEO BASED AUDIENCES
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Now companies can predict business results based on foot traffic …
Source: Foursquare. “Foursquare Predicts Chipotle's Q1 Sales Down Nearly 30%”
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Rich Media nowmeans high impactactivations for short span usage.
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Native Ads are thesolution for brands withcontent marketing strategies.
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Video is becoming theperfect match for Brand marketers looking to deliver emotion onmobile.
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Using Data to Feed the Creative
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Time Aware
Weather Ads
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Forecast Weather Time
ScoreMentionsTV
If data is accesible it can be used…
And if your phone does it,it can be used too…
HTML5 Animations
Multimedia Map Directions
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Camera Integration Interactive API (Internet Speed)
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Shake to Activate Multimedia Interactive
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WHEN MARKETING
APPS DIFFERENT
RULES APPLY
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SEARCH WEB PLATFORMAPP MESSENGER
THE 7 DIMENSIONS OF THE NEW MOBILE MARKETING
ASSISTANTS OOH
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Los pioneros
Google Time
Web 2.0
Platform Web
Mobile First
Internet of Everything
1999 2004 2007 2010 2015 2018
SearchSEO SEMAdsenseFlash SitesMicro SitesAnalytics
PublishersE-Mail
BlogsYouTubeUCGWikisCommunitiesViralsTrollsTwitterFacebookWidgetsHi5Fotolog
NewsfeedFacebook PagesFacebook AppsViral LoopTrending TopicTwitteros famososMemeCommunity ManagerFacebook AdsProgrammatic AdsYouTuberHTML5Video EverywhereNetflixAugmented Reality*QR Codes*
SnapchatInstagramInfluenciadoresMas YouTubersInfluencersMobile AppsResponsive Sites4GLiveNative AdsMobile Rich MEdia
Augmented RealitySocial VRVirtual AssistantsSpeech RecognitionContactless Payment
BRIEF FUTUREOF DIGITALMARKETING
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THANKS!
Andrea Orsolon, Country Manager [email protected]
Dario Diament, VP Product & [email protected]