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Audience Engagement
- 1. Audience Engagement Thepower of content, live events and music
- 2. How does theuser look at an advertisement Like this?
- 3. How does theuser look at an advertisement Or Like this!
- 4. How does theuser look at a medium - 1
- 5. How does theuser look at a medium - 2
- 6. How does theuser look at a medium - 3
- 7. How does theuser look at a medium - 4
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- 9. User availability continuum User availability to advertising message Netbanking, job/matrimony search Email, social networking, Search, E-com Active reading + typing Active reading + typing Content, music, live events Active reading, more Bandwidth available for Ingesting advertising message
- 10. Back to Marketclasses Perception Barrier Breaking the Perception Barrier by threshold communication (loud enough, creative way of Getting consumer attention) Perception: Subjective Selective Vigilant Classical condition – Reinforcing old learning Differentiated condition – Add new learning Short term memory Long term memory Message reinforced
- 11. Brand advertising Communicationbreaking the threshold perception barrier Large and innovative advertising formats Visual appeal Communication through brand colors and other visual surrogates
- 12. Advantage More availableeye-balls User more receptive to advertising message Right big format brand advertising tools available
- 13. IPL Case StudyOver 18 million unique users Generated over 72 million page views More than 20 minutes average viewing time An increase of 30% over last year in world wide PVs vs IPL 2010 An increase of 79% over last year in India PVs vs IPL 2010 New benchmark in online viewer-ship of 5 million page views for the final match
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- 15. Fastest growing sitein India (comScore is here please check) 1.9 million UVs in second month of Launch Gaana.com case study
- 16. Sponsored Channel onhomepage
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- 18. Brand engagement whilemusic is playing
- 19. News case studies– Timesofindia.com, Economictimes.com
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- 24. Eye-balls More AvailableBrand Advertising
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