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Dario DiamentVP, Product & Strategy@ddiament
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
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
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
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
(-23.561263, -46.694433)LOCATIONTHE NEW SIGNAL Latitude Longitude
We are here
(-23.561263, -46.694433)Cookie
Lat/Long Match Map
ID Places Data
Geo Data is the best signal that can compete against Search to predict user intent
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
GEOFENCING
LOCAL RETARGETING
GEO BASED AUDIENCES
Now companies can predict business results based on foot traffic …
Source: Foursquare. “Foursquare Predicts Chipotle's Q1 Sales Down Nearly 30%”
Rich Media nowmeans high impactactivations for short span usage.
Native Ads are thesolution for brands withcontent marketing strategies.
Video is becoming theperfect match for Brand marketers looking to deliver emotion onmobile.
Using Data to Feed the Creative
Time Aware
Weather Ads
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
Camera Integration Interactive API (Internet Speed)
Shake to Activate Multimedia Interactive
WHEN MARKETING
APPS DIFFERENT
RULES APPLY
SEARCH WEB PLATFORMAPP MESSENGER
THE 7 DIMENSIONS OF THE NEW MOBILE MARKETING
ASSISTANTS OOH
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
THANKS!
Andrea Orsolon, Country Manager [email protected]
Dario Diament, VP Product & [email protected]