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SKIP THE ADS AND START TELLING STORIES Mayo 2016 @davidhueso

Skip the Ads and start Telling Stories

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Page 1: Skip the Ads and start Telling Stories

SKIP THE ADS

AND START TELLING STORIES

Mayo 2016

@davidhueso

Page 2: Skip the Ads and start Telling Stories

You can skip this ad in

Page 3: Skip the Ads and start Telling Stories
Page 4: Skip the Ads and start Telling Stories

TRANSFORMACION DIGITAL: ¿QUÉ ESTÁ PASANDO?

From linear sales funnel to complex consumer journeys

From Moments to Journeys

Page 5: Skip the Ads and start Telling Stories

More People Have Cell Phones

Than Toilets

Out of the world’s estimated 7 billion people, 5,2

billion have access to mobile phones. Only 4.5

billion have access to working toilets

Page 6: Skip the Ads and start Telling Stories

x3,5

MERCADO MÓVIL: EN CONTINUO CRECIMIENTO

Page 7: Skip the Ads and start Telling Stories

Volumen annual pagos móviles2008 - 2015 (en millones de U.S. dollars)

x16,5Fuente: Statista 2016

• Enpaíses como España, Alemania o EEUU el m-commerce representa 30-35% de las transacciones.

• En Reino Unido supera el 40% y Japón o Corea el 50%

MERCADO MÓVIL: M-COMMERCE CRECE AUN MÁS RÁPIDO

Page 8: Skip the Ads and start Telling Stories

4 de 10 compras multi-device (USA)

Page 9: Skip the Ads and start Telling Stories

AYER HOY

Experiencia en vivo Experiencia multi-dispositivo: 2nd Screen

TRANSFORMACIÓN DIGITAL: EL MÓVIL ACELERA LOS CAMBIOS:

Page 10: Skip the Ads and start Telling Stories

AYER HOY

Offline first Mobile First

https://www.youtube.com/watch?v=Hce6XMjmf8k

TRANSFORMACIÓN DIGITAL: EL MÓVIL ACELERA LOS CAMBIOS

Page 11: Skip the Ads and start Telling Stories

AYER HOY

Mucha imaginación Internet de las cosas

TRANSFORMACIÓN DIGITAL: EL MÓVIL ACELERA LOS CAMBIOS

Page 12: Skip the Ads and start Telling Stories

CONSUMIDORES

• Experiencia de compra no es un

camino en línea recta

• Permite compartir experiencias

• Interactuar con las marcas

• Experiencia personal: Cada

persona diferentes expetativas

TRANSFORMACIÓN DIGITAL: OPORTUNIDAD VS. AMENAZA

WIN

Page 13: Skip the Ads and start Telling Stories

CONSUMIDORES

TRANSFORMACIÓN DIGITAL: OPORTUNIDAD VS. AMENAZA

WIN

ConsumimosSOLAMENTE lo que queremos, CUANDO queremosDONDE queremos y COMO queremos.

Page 14: Skip the Ads and start Telling Stories

MARCAS

• Más oportunidades de

enganchar / influir

• Mayor cantidad de datos

• Clientes más interelacionados

• Inmediatez de acción

TRANSFORMACIÓN DIGITAL: OPORTUNIDAD VS. AMENAZA

WIN

Page 15: Skip the Ads and start Telling Stories

15

Publicidad móvil Molesta, Ineficiente y sin Permiso

Utiliza mi canal personal para

urgencias

Mismosproblemas queen PC pero en

pantallapequeña

Molesta lascomunicacionescon mis amigos

Entorpece la lectura si no

estápersonalizado

Me molestamientrasjuego…

Page 16: Skip the Ads and start Telling Stories

OPORTUNIDAD VS AMENAZA

Source: Elaboración propia

Time spent /

Visit

50%Audience 50%

1

# Ads

positions5 1

MONETIZATION ≈80% ≈20%

3

Page 17: Skip the Ads and start Telling Stories

500 M de descargas

ADBLOCK PLUS

100 M usuarios activos

Page 18: Skip the Ads and start Telling Stories

"‘The logical result of widespread ad blocking would be disappearance of small sites, rise of pay walls and native ads. Enjoy.’" (Ben Evans)

"If you’re still worrying about how this will affect you, my advice would be this: think about your exit strategy. Pull all of your display inventory right now and invest in something better.” (Raakhi Chotai)

Crecimiento del 41% en 12 meses

198 MM usuarios activos con ad-blocker

Fuente: Adobe and Page Fair Nov. 2015

$22bn perdida en publicidad en 2015

Page 19: Skip the Ads and start Telling Stories

OPORTUNIDAD VS. AMENAZA

“We should be building

great things that don’t

exist. Being negative is

not how we make

progress.”

Larry Page, co-founder of Google

CREATIVITY

ENGAGEMENT

© iadbox Holdings Ltd

Page 20: Skip the Ads and start Telling Stories

81% of CEOs see mobile technologies

for customer engagement as the most

strategically important in 2015

PwC's 18th Annual Global CEO Survey,

Davos World Economic Forum 2015*

© iadbox Holdings Ltd

Page 21: Skip the Ads and start Telling Stories

Engagement Marketing is the process of involving consumers in the co-creation of brand experiences

Page 22: Skip the Ads and start Telling Stories

• Intrusivo / molesto

• Impersonal

• Spam (sin )

• Control

• Personal

• Relevant

© iadbox Holdings Ltd

ENGAGEMENT MARKETING: CLAVE DE LAS COMUNICACIONES

Page 23: Skip the Ads and start Telling Stories

“you [can no longer] buy attention, you have to earn it"

David Jones, Havas CEO

Page 24: Skip the Ads and start Telling Stories

ENGAGEMENT MARKETING: KEY SUCCESS FACTORS

Creación de ValorOptimización

UX Personalización

Customer Journey Reward / Gamificación

5 Factores de éxito para

tu estrategia de Engagement

© iadbox Holdings Ltd

Page 25: Skip the Ads and start Telling Stories

CREACIÓN DE VALOR: STORY TELLING

We are all excited for a great, well-told story.

Ridley Scott's

Page 26: Skip the Ads and start Telling Stories

© iadbox Holdings Ltd

Fuente: TechCrunch

CREACIÓN DE VALOR: STORY TELLING

Page 27: Skip the Ads and start Telling Stories

OPTIMIZACIÓN UX: ALL ABOUT BEAUTY

© iadbox Holdings Ltd

Page 28: Skip the Ads and start Telling Stories

OPTIMIZACIÓN UX : FACEBOOK CANVAS

© iadbox Holdings Ltd

Page 29: Skip the Ads and start Telling Stories

OPTIMIZACIÓN UX: CARRUSEL INSTAGRAM

http://blog.business.instagram.com/post/112707530471/carousel-ads

© iadbox Holdings Ltd

Page 30: Skip the Ads and start Telling Stories

OPTIMIZACIÓN UX: CARRUSEL IADBOX

© iadbox Holdings Ltd

Page 31: Skip the Ads and start Telling Stories

OPTIMIZACIÓN UX: BEAUTY BY ALAN MOORE

© iadbox Holdings Ltd

Page 32: Skip the Ads and start Telling Stories

PERSONALIZACION: TAILORING A SERVICE TO INDIVIDUALS

Social – Local

© iadbox Holdings Ltd

Page 33: Skip the Ads and start Telling Stories

PERSONALIZATION: USER PROFILING

1. INFORMACIÓN DE DISPOSITIVO

3. INFORMACIÓN EXPLICITA 4. INFORMACIÓN CRM

2. INFORMACIÓN DE ACTIVIDAD

© iadbox Holdings Ltd

Page 34: Skip the Ads and start Telling Stories

KLM CASE STUDY: MICRO-SEGMENTACION

Mensaje 1, Dia 1

Vota tu destino favorito

Mensaje 2, Día 8

Follow up

2a: mensaje genérico, para usuarios que no votaron

2b: mensaje personalizado a aquellos que votaron,

basándose en sus preferencias

© iadbox Holdings Ltd

Page 35: Skip the Ads and start Telling Stories

Skip the Ads

and Start Telling Stories

Page 36: Skip the Ads and start Telling Stories

36© iadbox Holdings Ltd - Commercial in Confidence

David Hueso

[email protected]

@davidhueso

“Innovation distinguishes between a leader and a follower.”