Presentation by Nikos Moraitakis at Mobile Monday Athens (Jan 16 2012) - From impressions to engagement

1. moving from impressions
to engagement
Nikos Moraitakis @moraitakis
www.upstreamsystems.com

2. I’m wasting half of my
advertising budget. I
just don’t know which
half.
John Wanamaker

3. Ha! In mobile
marketing we can
measure everything

4. but are we measuring
effectiveness
or
just results?

5. 1996 2011
127bn
impressions
5 trillion
impressions
Est. volume of digital ad impressions worldwide
Comscore Research

6. 750 interruptions
per person per year

7. can they
take more?

8. 1996 2011
~7%
typical response rate
~0.1%
the market has given the answer: driving
results by volume doesn’t work
Est. average response rates to digital ads
Comscore Research

9. how much
is too much?

10. the
appetite
exists

11. but
limited
tolerance

12. engagement
is a finite resource

13. we must learn
to talk less,
more effectively

14. personal
intimate
synchronous
direct

15. relevance
permission
timing
eloquence

16. the solution
WILL be
technological

17. The solution will
disrupt the marketing
industry and mobile
marketers are poised
to be part of it

18. thanks
tweet your comments & reactions
@moraitakis
@upstreamglobal
#momoath
www.upstreamsystems.com