evento mobilidade 2016 - a inovação a serviço da compra de mídia - dario diament - headway

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 Brasilorsolon@headwaydigital.com

Dario Diament, VP Product & StrategyDario.diament@headwaydigital.com