Digital marketing for ninja e lazio innova giulia decina 2018

Digital Marketing and Media planning
1
Giulia Decina

CHI SONO
3
Digital Performance and Media Specialist presso iProspect I
Data Analyst & Scientist I Digital Strategist
La mia esperienza lavorativa è stata soprattutto in agenzia Media
dove ho svolto ruoli sia in ambito di strategia media on e offline
per P&G.
In ambito di strategia Digital, e di Digital Media Buying ho
progettato e gestito campagne e budget su Facebook, Google,
Programmatic per clienti come J&J, H&M, Enel, Poste, Italo,
Nastroazzurro ecc...
http://girlgeekdinnerslazio.it

@ 2018 Dentsu Aegis Network Group - Proprietary and Strictly Confidential
DIGITAL SCENARIO
2018

Source: Internet World Stats
52
5
of the global population has access to the Internet

6
Internet % penetration per country
Source: Internet World Stats
NORTH AMERICA
88%
EUROPE
79,7%
SOUTH AMERICA
63,5%
AFRICA
30,8%
ASIA
47,3%
OCEANIA
68,3%
MIDDLE EAST
57,8%

7
Estimated data traffic per smartphone (in GB per month)
Source: Ericsson Mobility Report
22.0
18.0 11.0
6.0
6.5
7.0
3.7
1.4
1.4
1.0
1.0
1.9
2021 2015
CENTRAL &
EASTERN EUROPE
SOUTH AMERICA
ASIA
PACIFIC
MIDDLE EAST
& AFRICA
NORTH AMERICA
WESTERN
EUROPE

Source: elaboration on Audiweb data, Internet Users Total, November 2017
60,6
8
of the Italian population has access to the Internet

6/10 have access to the Internet
9Source: elaboration on Audiweb data, base 54.889.740 Italians, November 2017
33.281 mio Internet Users TOTAL
29.494 mio Internet Users MOBILE
26.047 mio Internet Users DESKTOP

… and they spend long periods of time on
the Internet every day
10Source: elaboration on Audiweb data, Internet Ranking Total: total users, November 2015 - 2017
2h 09m
Average Day
+11 min vs. November ‘15
1h 58m
Average Day
2h 20m
Average Day

Mobile devices lead the online activities
11
Unique users (.000)
Source: elaboration on Audiweb data, Internet Ranking Total – Desktop: total users, Internet Ranking Mobile: 18-74, November 2017
11.158
15.896
14.070
5.690
15.346
18.953
16.563
15.468
19.388
21.938
18.426
18.142
19.632
23.547
21.657
20.367
23.520
24.566
21.964
25.613
22.475
24.634
24.639
24.853
26.867
27.573
27.738
28.201
28.271
30.776
Multi-category Telcom/Internet Services (i.e. Poste Italiane, Vodafone, TIM, Wind)
E-mail
Mass Merchandisers (i.e. Amazon, AliExpress, Lidl, Media World)
Cellular/Paging (i.e. WhatsApp)
Video/Movies (i.e Youtube, MyMovies.it, Netflix)
Software (i.e. Microsoft, Dropbox, Adobe)
Social Network (i.e. Facebook, Instagram, LinkedIn)
Web Services (i.e. Google Account, OneDrive)
Portal & Community (i.e. MSN, Yahoo, Virgilio, Libero)
Search
Total Mobile Desktop

Google, Facebook, YouTube and
WhatsApp: the most important players
12
Unique users (.000)
M>D M>D M>D M>D M>D M>D M>DM>D M>D
-
5.000
10.000
15.000
20.000
25.000
30.000
Total Mobile Desktop
M>D M>D

Source: elaboration on Doxa data
Smartphones always by our side
Source: elaboration on Audiweb data, Application Ranking Mobile: 18-74, November 2017
>50.000.000.000
More than 50 billion messages are sent
through WhatsApp every day worldwide
266
374
758
1.025
1.321
1.994
4.240
15.033
22.488
Line
WeChat
Viber
Hangouts
Snapchat
Skype
Telegram
Facebook Messenger
WhatsApp Messenger
MESSAGING
Unique Users (.000)
67% use it within the first 5 min of the day
97% use it during day breaks
59% use it as the last thing before falling asleep
86% recharge the battery at least once a day
31%
54%
61%
Games
Social
Messaging

AND NOW?
BLURRING LINES

I WANT TO
PERSONALIZE MY REALITY

65.658
Search is the largest database
of consumer intent
queries on Google per second, worldwide
+7% vs. 2017
16
Source:
Internet Live Stats

New languages and channels
Visual search helps you find ideas inspired by things you see in
the real world around you.
• Over 3 billion photos are shared across the internet every day.
• Consumers process images 60,000 times faster than text.
Instead of typing keywords into a search bar, users can simply
insert an emoji to find what they are looking for.
A chatbot is a computer program which individually and
contextually communicate one-to-many.
 INFORMATION / TRANSACTION
Emirates is using AI for a chatbot that
lies within display ads for its Emirates
Vacations unit. The ads allow people to
ask travel questions and receive
answers immediately within the ad unit.
“Explore the world without leaving the page”
Click on the picture to find out more
HATBOT
“You should message a business
just the way you would message a friend”
Mark Zuckerberg
EMOJIVISUAL
“We can identify colors, shapes,
textures. We’re able to understand the
combined affect people find appealing,
even when it can’t be communicated in
words.”
Tim Kendall, President @ Pinterest
Click on the picture to watch the video
i.e. KAYAK rolled out travel search by
emoji introducing 10 emoji/city
combinations: the Statue of Liberty for
NYC, a slot machine for Las Vegas, and
more on the way.
Google Lens works like a "smart"
magnifying glass. Using the Pixel 2's
camera, you can look up things like
artwork, landmarks, and movies.
Lens can then identify what it is you're
looking at and pull up relevant
information for you to peruse.
C
26%
11%
10%
9%
8%
7%
29%
Banking & Insurance
Telco
Retail
Hi-Tech
Automotive
Energy
Others
Sectors using chatbot in Italy

All the big are investing in personal search
Siri
Cortana
Google
now
Alexa
Google
Assistant
Click on the logo
to watch the video
Click on the logo
to find out more
Click on the logo
to find out more
Click on the logo
to watch the video
SKILLS
ACTIONS
Click on the logo to watch
the Super Bowl 2018 video
Compatible with
+4.000 devices by
+1.200 brands
Compatible with
+1.500 devices by
+255 brands
MICROSOFT AND AMAZON’S FIRST-OF-ITS-KIND COLLABORATION
Microsoft and Amazon, have decided to allow their digital assistants to speak to each other.
"Together, their strengths will complement each other and provide customers with a richer and even more helpful experience.“
Jeff Bezos

Personal assistants for multiple purposes
Walmart has joined forces with Google in a partnership that will
enable customers to voice order purchases. It will add its full
assortment on Google’s Express and allow customers to access the
site through voice ordering on Google Home.
“We know this means being compared side-by-side with other retailers
and we think that is the way it should be.
An open and transparent shopping universe is good for customers.”
Mark Lore, President and CEO @ Walmart U.S. e-commerce
Domino’s is now letting people order pizza also through Amazon
Alexa: to use it, customers must create a Easy Order account, which
lets them save their favorite order and submit it through platforms
including Domino’s website and app, Facebook Messenger and
Google Home.
“We’re building for the future, and we need to leverage this early growth [...]
in the hope that over time, more people use the technology.”
Nick Dutch, Head of Digital @ Domino’s UK
Amazon is looking to transform Echo and Alexa into an
advertising platform.
The e-commerce giant is talking with a number of consumer
products companies about the potential ads and the form that
they would take.
Click on the picture to find out more Click on the picture to find out more Click on the picture to find out more
+

Three drivers of change
COMPUTATION SENSORS DATA
Market research
firm Gartner
estimates there
are 8.4 billion
connected things
currently in use.
Cheaper sensors
mean we can
connect more
things, which can
then connect to
each other.
If it wasn’t for
processors that
could handle
massive
quantities of
information,
nothing
resembling an
Echo or Alexa
would even be
possible.
The better the
data quality, the
more confidence
users will have in
the outputs they
produce, lowering
risk in the
outcomes and
increasing
efficiency.

Artificial Intelligence and Machine
Learning for empowered products
Amazon opened its Amazon Go concept to the public in January
2018 in Seattle.
It is powered entirely by AI systems: shoppers enter by scanning
the Amazon Go app at a turnstile, opening plastic doors; when an
item is pulled of a shelf, it's added to that shopper's virtual cart. If
the item is placed back on the shelf, it is removed from the virtual
cart.
It uses computer vision, machine learning algorithms and sensors
to figure out what people are grabbing off its store shelves.
Google is rolling out a new feature to its Google Flights search
engine: it won’t just be pulling in information from the airlines
directly. It will take advantage of its understanding of historical
data and its machine learning algorithms to predict delays that
haven’t yet been flagged by airlines themselves.
The combination of data and A.I. technologies means it can predict
some delays in advance of any sort of official confirmation.
Google's new Pixel Buds (their new Bluetooth earphones) provide
simultaneous translation, fast enough to hold a conversation.
It can translate up to 40 different languages in real-time, directly
into your ear and then broadcasts a translation of your words via
Pixel phone.
“It's an incredible application of Google Translate powered by machine
learning – it's like having a personal translator by your side.“
Juston Payne, Product Manager @ Google
Click on the picture to watch the video Click on the picture to find out more Click on the picture to watch the video

Companies introduce
new products and services
A foundation that is customized in-store to perfectly match your
skin tone, work with your skin type (dry, oily, or combination), and
satisfy your coverage preference (full, medium, or sheer)
Kérastase and Withings unveil the world’s first Smart Hairbrush -
created to measure the quality of the hair, the effects of different
hair care routines and provide personalized advice.
To be used with your Smart phone, the Smart Hairbrush’s sensors
feed data to a dedicated mobile app, which also takes external
factors like humidity, temperature, UV and wind into account.
UV Sense, a battery-free wearable UV sensor that keeps tabs on
users’ sun exposure and flags up when it becomes excessive. The
device is a patch less than two millimeters thick, designed to be
attached to the thumbnail with adhesives. Over time, it gathers
data that it automatically transfers to the user’s smartphone via
Near Field Communication.
Effective design in BeautyTech
“enhances consumers’ wellbeing without distracting from their everyday lives.”
Yves Béhar, Founder @ Fuseproject
Click on the picture to watch the video Click on the picture to watch the video Click on the picture to watch the video

200mio connected cars
will be on the roads by 2020
Mercedes owners can instruct their Google Home or
Amazon Echo to remotely start or lock their vehicles, as
well as send addresses to their in-car navigation system.
“We want to offer our customers a broad range of services 24/7 [...].
Mercedes-Benz’s goal is creating an intelligent ecosystem around
cars to make everyday life more convenient for our customers.”
Nils Schanz, Head of Internet of Things and Wearable Integration
GM is making it possible to shop right from the vehicle’s
infotainment system, while on the go, thanks to
“Marketplace”.
It offers a number of purchase options, including Dunkin’
Donuts, Shell, Applebee’s and more. The driver can also
make reservations at restaurants and reserve parking spots
ahead of time.
“We believe in doing everything we can to make it available while
making it safe while in motion.”
John McFarland, Director of Global Digital @ GM
BMW announced that Alexa will be added to some BMW
and MINI cars from mid-2018.
BMW previously released Alexa skills for the BMW
Connected app, that let vehicle owners do things like
check how much fuel there is in their cars from their Echo
devices at home.
It’s a complete, comprehensive set of internet capabilities that is
available inside the vehicle.
HARMAN designs and engineers connected products and
solutions for automakers, consumers, and enterprises,
including connected car systems, audio and visual
products, enterprise automation solutions; and connected
services.
Harman revealed the MoodRoof, a car roof display for
delivering in-car audio and visual content.
Domino's Pizza and Ford are launching an industry-first collaboration
to investigate customer reactions in interacting
with a self-driving vehicle as a part of their delivery experience.
Click on the picture to watch the BMW Self-driving car demonstration

THE GRADUAL END OF TYPING
Voice and image recognition become the dominant interface.
PERSONALISE TO CUT THROUGH THE NOISE
Personalisation is key to target only those for whom the products have relevance.
BE RELEVANT ACROSS A NUMBER OF CONNECTED DEVICES
The Internet of Things will give rise to a new wave of consumer behaviour and expectation.
USE AI AND MACHINE LEARNING TO CREATE NEW SERVICES
Not only recommendations, but a new range of innovative propositions.

I WANT TO
BE AMAZED

«This is great!»
Companies should make us say …

Big players are investing in content
Apple’s original content ambitions just landed some premiere
talent: a drama series focused on a fictional version of the morning
TV show world. The program will start with two 10-episode
seasons starring Jennifer Aniston and Reese Witherspoon.
This is the second major original content project coming out of
Apple’s efforts to build a major scripted video media push,
following the news that Steven Spielberg’s Amazing Stories
anthology series revival will land with Apple.
Amazon announced that it has retained the rights to adapt J.R.R.
Tolkien’s “The Lord of the Rings” for television for its Prime
streaming service.
The multi-season adaptation will feature “new story lines preceding
J.R.R. Tolkien’s ‘The Fellowship of the Ring,’” which is the first
“Rings” book, Amazon said in a statement. The deal also includes
the opportunity to pursue spinoff series.
Facebook has a new home for original video content produced
exclusively for it by partners. The “Watch” tab and several dozen
original shows have already been rolled out to a small group of
U.S. users on mobile, desktop and Facebook’s TV apps.
By hosting original programming, Facebook could boost ad
revenue and give people a reason to frequently return to the News
Feed for content they can’t get anywhere else.

Generate content to influence emotions
American fashion brand GANT launched a branded
video series.
“Couple Thinkers,” follows comedian Craig
Ferguson and his wife as they travel the world
interviewing notable figures about social-cultural
phenomena, from sustainability to psychopathy.
“Normal advertising methods interrupt what people are
interested in. We want to become what they want to see
instead of interrupting it”
Eleonore Säll, Global Marketing Director @ GANT
Converse launched a celeb-fueled video series on
Twitter and YouTube geared toward the Gen Z
audience. Each episode has a celebrity host who
will invite their friends along to reflect on matters
they find important. All guests will be wearing
Converse.
“We’re highlighting individuals who challenge the status
quo. We stand for youth and giving youth a voice, and
that’s exactly what this format will do”
Khobi Brooklyn, Global VP of Communications @ Converse
AEG wanted to prove their new laundry range could
wash the most unwashable clothes.
They challenged a fashion company to wash and
tumble dry parts of their A/W17 collection just
hours before the catwalk.
“AEG has simplified the laundry process with easy to use
functions designed to help people feel confident, even
when washing their most precious outfits,
and this is something we’re really proud of.”
Chris George, Head of UK and Ireland Marketing @ Electrolux
A Range Rover Sport P400e plug-in hybrid model
climbed to Heaven’s Gate, a natural rock arch at the
top of China’s Tianmen Mountain. The path is a
staircase with 999 steps, and an incline of 45°.
Land Rover hopes to prove that its electrified
models will offer the same performance as their
predecessors.
No customer will likely ever drive the Range Rover
Sport up a staircase, however buyers want to know
that they can.

Not only attention economy,
but also engagement economy
The fast-food chain created the 'Bling Mac', a
$12,500 ring inspired by its iconic Big Mac that
comes with diamond patties and golden buns.
McDonald’s gave the jewelry to one very lucky and
devoted customer.
To enter, fans had to post a single tweet during the
entry period (2018 Valentine’s Day) with vows
professing love and devotion to the Big Mac
sandwich, including the hashtag #BlingMacContest.
Berlin Transit Authority (BVG) and Adidas have
created a limited edition sneaker - only 500 made
- that sold for €180 and gave the owner the right
to ride for free on the trains.
The sneakers use material that looks like the
distinctive seat pattern; ticket inspectors have been
briefed to accept the shoes (owner must wear both)
as a ticket to ride for the whole 2018.
The collaboration between Audi and Airbnb offered
adventurous guests a luxury adventure in an
isolated location in Death Valley, Nevada.
The package included accommodation for 3 days in
the fully equipped three-bedroom house, meals
prepared by a personal chef and, the use of a 2017
Audi R8 Coupe to try out in the traffic-free desert.
The Seattle-based coffee company opened a
30,000-square-foot store in Shanghai, the
“Starbucks Reserve Roastery”, thanks to a
partnership with Alibaba Group.
An AR app has been released to deliver a tour of
store's equipment to visitors: walking through
coffee bars and products, customers can scan
various portions of the facility to unlock interesting
visuals, various product details, and informative
animations on the roasting process.

To live is to share
This is not a museum. It is a mix of interactive
confection-themed exhibits: brightly colored rooms
with flattering lighting that contain a rock-candy
cave, a unicorn, and a pool of rainbow sprinkles,
now Instagram-influencer-infamous. It’s not a store,
though there’s plenty to buy. It is “an Experience”.
“The old experiences [...] become more and more archaic.
They just haven’t been able to reformulate for the shifts in
what people are interested in.”
Maryellis Bunn, Co-founder and Creative Director
@ Museum of Ice Cream
French Vogue is launching “Vogue Experience” to
be held on April 7th, 2018, at the Hôtel Du Duc in
Paris. The one-day consumer event will feature an
array of interactive experiences with brands
including Nike, Levi’s and Guerlain, as well as an
opportunity for attendees to meet the Vogue team.
“There is a definite focus towards the Millennial generation.
We are urging our partners to create photogenic,
Instagram-able installations [...]. This is going to be a very
digital-friendly event.”
Delphine Royant, Editor @ Vogue Paris
Converse “One Star Hotel” (16th-17th February
2018): five floors of anti-luxury accomodation
providing the ultimate union of sneaker, skate, style
and music culture.
Unlike any other hotel, the One Star Hotel exists to
give its guests an authentic taste of London's
street culture. Converse are promising staff with
attitude, zero sleep for guests, loud neighbors,
daytime workshops and queues round the block for
the gift shop.
A plane door installed on a London street,
encouraging visitors to step through. What better
way to represent easyJet as the gateway to Europe?
On entering, they were taken on a trip through the
best bits of the Netherlands, through a
combination of immersive theatre and 360°
filming, guided by a full cast of live actors.
The experience was intended to inspire more
travelers to embrace their spirit of adventure and
spontaneity, and book flights to the Netherlands.

Virtual Reality
Mobile VR headsets
Samsung Gear VR
Google Daydream View
Google Cardboard
It replicates an environment that simulates a physical presence in places in the real world or in an imagined world,
allowing the user to interact in that world.
Mastercard and Swarovski launched a
VR shopping app for the Atelier Swarovski home décor line.
The app immerses consumers in a tastefully decorated home
where they can browse and purchase the pieces with
Masterpass, Mastercard’s digital payment service.
Click on the logo to find out more
The AI2-THOR is a new interactive
VR training ground of real-world scenes,
such as the kitchen or living room in a regular home,
that allows a robot to learn to live in our world
in a less time-consuming and less risky way.
Click on the logo to watch the video
PC and consoles VR headsets
Oculus Rift
HTC Vive
Sony PlayStation VR
Black Box VR is the world's
first Fitness VR Gym Experience.
The integrated cable pulley system is
controlled by the Black Box VR engine,
giving real muscle and strength-
building resistance for the entire body.
Click on the logo to watch the video

Augmented Reality
It is the view of a physical, real-world environment
whose elements are augmented by computer-generated sensory input such as sound, video or graphics.
Click on the phone to watch the video
Audi released the “Quattro coaster AR”. The app offers several features.
1.Choose the car and spawn a virtual 3D model of it on a surface. The 3D car models are detailed
and can give the user a clear look on how the car looks without needing to go to the local car
shop.
2.You point the camera when the Audi quattro TV ad is displayed and you can see the car bursting
out of the screen into your living room.
3.Track-building option, which allows users to easily build a track and let the car drive on it
Ikea introduced “Ikea Place”, an augmented reality app that lets consumers design rooms in their
homes by virtually test driving furniture and home goods.
The app automatically scales products – based on room dimensions – with 98% accuracy.
“So far we’ve reached customers with 3 main pillars: the store, the catalog, the website.
But obviously we need to start complementing those with something else.”
Michael Valdsgaard, Leader Digital Transformation @ Inter IKEA Systems
Holo with ARKit allows users to place realistic 3D animated holograms of humans and animals in
the real world. Users can move around them and even interact. There’s also an ability to record
video and pictures to share with friends and family.
“It’s clear that the ways we work and play are going to be deeply impacted
by immersive computing in ways we haven’t yet imagined.”
Steve Raymond, CEO @ 8i
YOOX developed an exclusive set of filters enabling app Lumyer’s users to virtually try, share and
shop a selection of designer accessories, creating “live fashion shoots”. The images may then be
shared on social media, and the accessories bought on YOOX, directly through the App with a
swipe.
“Through this partnership, we believe our customers will enjoy
a more engaging and playful retail experience on mobile.”
Alessandra Rossi, President @ YOOX
Click on the phone to find out more

EXPERIENCES AT DIFFERENT LEVELS
Whether it is content or an event: make it memorable.
EXPLORE THE “NEW”
Abandon the obvious things and embrace the unexpected.
“SHAREABILITY”
Create social-worthy moments and experiences.
AUGMENTED REALITY GETS REAL
From entertainment marketing tool to utilitarian marketing tool; from novelty to utility.

I WANT TO
BUY COMFORTABLY

E-commerce in Italy is worth 23,6 billion€,
5,7% of total retail
35
Online purchases, value in million € and growth y.o.y. Online purchases penetration % on total retail value
Source: Osservatorio del Politecnico di Milano, October 2017
12.648
14.374
16.663
20.215
23.627
2013 2014 2015 2016 2017e
14%
16%
21%
17%
19%
15%
14% 14%
12%
6%
UK USA Germany China France Italy

A very concentrated market
36
E-commerce market share E-commerce value per company category
60% 40%
Dot Com Traditional
71%
85%
95%
29%
15%
5%
First 20
companies
First 50
companies
First 250
companies
77%
23%
36%
64%
PRODUCTS
SERVICES
All the rest

Almost 70% of Italian Internet users
buy online
37
Online shoppers, million and penetration % on Italian Internet users
Source: Osservatorio del Politecnico di Milano, October 2017 - 2016
18%
49%
They don't buy online
Sporadic Web Shoppers
Frequent Web Shoppers
16,2 mio
5,8 mln
7% of the market - Average spend 284€ / year
93% of the market - Average spend 1.357€ / year
22 mio Web Shoppers  6,3 mio Everywhere Shoppers in 2017  Holistic Shoppers
19 mio Web Shoppers  5,5 mio Everywhere Shoppers in 2016
SEAMLESS
ANYWHERE
ANYTIME

Smartphones mostly used for products
E-commerce penetration % on total retail E-commerce via smartphone penetration % on total E-commerce
22%
7%
5%
0,5%
11%
31%
6%
Offline E-commerce
IT & Electronics
Apparel
Furniture
Food & Grocery
Publishing
Tourism
Insurance
34%
36%
34%
24%
36%
15%
5%
Smartphone E-commerce
38Source: Osservatorio del Politecnico di Milano, October 2017

Buyers make payments
with credit cards and Paypal
39
E-commerce demand in terms of payment method
USER EXPERIENCE
CROSS-BORDER
SECURITY
Click on the logos to find out more

Payments linked to identity
Computers have eyes. The launch of “Smile To Pay” plans to
attract a younger generation of customers.
The service allows customers to process their payment simply by
smiling after placing their order at one of the fast food restaurant's
self-serve screens. A 3D camera then scans the customer's face to
verify their identity. An additional phone number verification
option is available for added security.
The technology is available to customers registered to the Alipay
app.
A California burger company has introduced AI-enabled Kiosks to
its stores. The kiosk can identify a customer, pulling up their
loyalty account and order preferences after they look into the
camera. The loyalty account remembers what customers have
ordered in the past and allows customers to place orders in
seconds.
The goal is to replace credit card swipes with face-based
payments.
Costcutter, a supermarket in London, is trialing a biometric
payment system that uses the unique vein pattern in fingertips
to pay for goods. An electronic reader maps the user's finger veins,
generating a unique key, by linking users’ finger patterns to their
credit cards.
“Today's millennial generation now expects a higher level of ease, security
and efficiency from the way that we pay.“
Nick Dryden, Chief Executive @ Sthaler
Click on the picture to watch the video Click on the picture to watch the video Click on the picture to watch the video
+ +
+ +

Enriched business models
Amazon launched (beta version) Prime Wardrobe, a “try before
you buy” service allowing customers to test out various items and
keep those they like most.
Shoppers will be able to choose from a slew of apparel
brands across the women’s, men’s and kids’ categories: they will
only pay for the items they keep and will be treated to free
shipping and returns.
Why-Buy from BMW lets people access the BMW mobility
choosing the service package that best suits the customer’s needs.
This is their idea of the future: maximum freedom and after 24
months the customer has the chance to choose whether to return
the vehicle, to buy it or to get a new one.
Ikea quickly assembled a presence in the on-demand economy by
acquiring TaskRabbit, the on-demand platform for hiring people
to do everything from build furniture to stand in line for you at the
Apple Store.
When using TaskRabbit, a user is matched with a ‘Tasker’ after
choosing a chore to be completed, such as furniture assembly,
moving and packing, handyman work and home improvements.
Click on the picture to watch the video Click on the picture to watch the video Click on the picture to find out more

Stop viewing digital and physical
as separate
Amazon is rolling out its own branded QR codes named
SmileCodes.
The SmileCodes allow mobile shoppers to activate offers from
Amazon by scanning the codes when they see them in the physical
world. SmileCodes can only be activated via the Amazon app and
are secure and exclusive to Amazon users.
For the sake of differentiating it from other such barcodes, each of
these ones has a big Amazon smile right in its center - hence the
“SmileCodes” name.
Prada deployed a guest Wi-Fi to assign a digital identity to
shoppers. When the customer visits any store, the network can
recognize their device and associate it to that individual.
The in-store info (when and where they visit) will be connected
with online behavior (emails and website) to gain a comprehensive
picture of customers and their preferences. Sales associates can be
notified when a returning shopper walks in to provide better help.
Click on the picture to find out more Click on the picture to find out more Click on the picture to watch the video
Open until May 2018 in London, Zara pop-up store has a curated
selection of women's and men's clothing available for customers to
try on in-store and order for delivery to their homes.
Store staff is on hand with mobile devices to assist customers, who
will receive their orders within the same day or the next day.
Mirrors have embedded information screens to offer product
recommendations for other garments and accessories to
coordinate and style with the one the consumer is trying on.

For the physical stores to survive
a re-organization is needed
The answer to make “physical stores” relevant again is to transform these properties.
The problem is not with retail itself but with the inability of legacy firms to adapt to a new model.
Retailers need to reevaluate the purpose of their brick-and-mortar stores by offering more than a simple consumer transaction and curating a more integrated,
experience-led offer that responds to a broad range of customer needs.
The attraction of endless aisles has been replaced by the thrill of instant gratification.
vs.
Click on the picture to watch the video Click on the picture to find out more Click on the picture to find out more
Click on the logo
to find out more
Digital is no longer the centerpiece of brand experience. Emphasis is shifting onto how best to use it as an invisible enabler of physical experiences.
Companies are now placing greater emphasis on physical presence, while making the most of digital and data to improve experience.

The Single’s Day phenomenon
• USD$ 25 billion sales
• 1.48 billion transactions in 24 hours
• 90% transactions were conducted via mobile
(which is up on 82% for 2016 and 69% in 2015)
• Most expensive item:
an Aston Martin racing yacht sold for USD$2.6mio
2017 was all about ‘New Retail’ – the strategy that promotes
seamless online-to-offline integration, leveraging big data and
retail innovation.
Alibaba had set up 60 physical pop-up stores across 12 cities in
China, and converted 100,000 stores into ‘smart stores’ at which
shoppers can browse and experience featured merchandise, and
make purchases readily on the spot.
On top of the 140,000 brands (including 60,000 international
brands), Alibaba had extended its reach to retailers in rural China
as well.
This year’s got off to a fast start with around $7 billion of goods
sold in the first 30 minutes of the day alone.
Alibaba went on to surpass last year’s $18 billion total after just
twelve hours of sales.
For comparison, Alibaba’s Single’s Day haul puts America’s largest
shopping days in the corner. Retailers pulled in a record $3 billion
on Black Friday and then $3.45 billion on Cyber Monday, both of
which were records.

ECOMMERCE IS IN GOOD SHAPE
Proceeding with a double-digit growth.
SUPERIOR OFFERING
Modify the offering, looking at customers’ needs.
THE FUTURE STORES WILL BLEND PHYSICAL WITH DIGITAL
The relationship between devices will be critical and should be invisible.

I WANT
HIGHER ENGAGEMENT

Facebook, YouTube and Instagram
are the most popular
47
Unique users (.000) November ’17 vs. November ’15
Source: elaboration on Audiweb data, Internet Ranking Total: total users, Member Communities, November 2015 – 2017
+ 18%
+ 12%
+ 80%
+ 3%
+ 77%
+ 129%
- 31%
+ 190%
23.370
26.247
7.456
13.445
5.554
9.845
6.730 6.956
2.754
6.307
21.489
25.363
2.800 1.943
551
1.598
Nov '15 Dec '15 Jan '16 Feb '16 Mar '16 Apr '16 May '16 June '16 July '16 Aug '16 Sept '16 Oct '16 Nov '16 Dec '16 Jan '17 Feb '17 Mar '17 Apr '17 May '17 June '17 Jul '17 Aug '17 Sept '17 Oct '17 Nov '17

Facebook
48
Unique users (.000) and Universe Reach (%) per device Time spent (total) per month per age group
Audience composition per age group
2%
12%
19%
25%
22%
19%
1%
12%
18%
23%
23%
23%
12-17
18-24
25-34
35-44
45-54
55+
00:47:29
10:31:13
12:01:54
12:42:52
11:07:45
09:29:32
12-17
18-24
25-34
35-44
45-54
55+
47,8%
24,9%
51,0%
Total
PC
Mobile
26.247
13.662
22.416
Nov ‘16
Nov ‘17

3%
13%
19%
25%
22%
19%
2%
12%
18%
23%
22%
23%
12-17
18-24
25-34
35-44
45-54
55+
YouTube
49
01:04:31
04:05:18
02:35:20
02:24:13
02:01:46
01:31:46
12-17
18-24
25-34
35-44
45-54
55+
46,2%
22,2%
47,7%
Total
PC
Mobile
25.363
12.203
20.967
Nov ‘16
Nov ‘17

1%
18%
23%
24%
19%
15%
0%
16%
21%
24%
21%
18%
12-17
18-24
25-34
35-44
45-54
55+
Instagram
50
00:10:34
06:45:30
03:07:19
01:33:53
01:43:58
01:18:10
12-17
18-24
25-34
35-44
45-54
55+
24,5%
3,8%
27,9%
Total
PC
Mobile
13.445
2.069
12.242
Nov ‘16
Nov ‘17

LinkedIn
51
00:00:00
00:09:28
00:13:13
00:14:37
00:11:15
00:06:35
12-17
18-24
25-34
35-44
45-54
55+
17,9%
3,7%
18,9%
Total
PC
Mobile
9.845
2.040
8.319
10%
21%
28%
23%
18%
11%
19%
25%
24%
21%
12-17
18-24
25-34
35-44
45-54
55+
Nov ‘16
Nov ‘17

Twitter
52
00:08:28
01:27:18
01:10:51
00:46:57
00:33:21
00:24:07
12-17
18-24
25-34
35-44
45-54
55+
12,7%
4,4%
11,4%
Total
PC
Mobile
6.956
2.412
5.002
1%
12%
21%
26%
22%
19%
1%
12%
16%
26%
24%
22%
12-17
18-24
25-34
35-44
45-54
55+
Nov ‘16
Nov ‘17

Snapchat
53
Source: elaboration on Audiweb data, Internet Ranking Mobile: 18-74, November 2017. For “Audience composition per age group“ and “Time spent (total) per month per age group“ : Application Ranking Mobile
00:00:00
01:12:30
00:48:58
00:24:29
00:40:08
00:41:23
12-17
18-24
25-34
35-44
45-54
55+
3,6%
Total
PC
Mobile
-
-
1.598
39%
21%
16%
15%
9%
28%
21%
21%
16%
14%
12-17
18-24
25-34
35-44
45-54
55+
Nov ‘17
Nov ‘16

Social networks are
always more accurate…
Snap and Nike teamed up in a collaboration of epic proportions to
pre-release the Air Jordan III “Tinker” on Snapchat. This is the first
time a brand other than Snap has sold a product via Snapchat.
The thousands who attended the Jumpman All-Star after-party in
Los Angeles after the NBA All-Star game were able to scan
exclusive Snap codes to be brought into the Snapchat app, where
they could then purchase the sneakers and receive them by
10:30pm that same night.
Spotify launched its new “Spotlight” multimedia format, which
introduces “visual podcasts” about news, politics, and
entertainment to complement the listening experience.
Spotlight is launching with content from several of Spotify’s
current partners — including BuzzFeed News, Cheddar, Crooked
Media, Lenny Letter, Gimlet Media, and Genius — in addition to its
original series, RISE, Secret Genius, Spotify Singles, and Viva Latino.
Facebook wants to let users create virtual objects and then share
them with friends who don’t have a VR headset.
With the introduction of 3D posts, the users can grab, spin and
interact with a 3D object and look at it from all angles.
The 3D posts radically expand the number of people who can play
with things made in VR by letting this content escape the headset.

… as they diversify their core business
The Italian division of Condé Nast has recently
launched Lisa, a new editorial project ‘social only’, a
sort of webzine that will be available only on
selected social media – Facebook and Instagram
for now, Snapchat and Musical.ly in the future.
Lisa, acronym for love, inspire, share and advise,
targets teenager and young women, and will
explore topics such as fashion and cosmetics. Lisa
has also a website, that is actually only a landing
page: the only way to reach out its content would
be in fact through social networks.
Facebook announced its new feature in US that
allows users to order food from local restaurants
using its app. It is partnering with several industry
players and restaurant chains directly.
Users can find the new option “Order Food” in the
Explore menu in the Facebook app and then
browse area restaurants. Orders can be placed for
either take-out or delivery, signing in/up for an
account for a specific restaurant directly in the
Facebook app. In addition, the user will be able to
make and read reviews about the restaurant.
Facebook has tested a new standalone group
video chat app, Bonfire, which allows up to 8
friends to engage in conversation as well as use
special effects, similar to those on Instagram and
Snapchat.
Bonfire also lets users join chats straight from
Messenger without downloading Bonfire itself.
While the Bonfire app is currently only available in
Denmark and Norway, users with it can invite
people from all over the world to join their chats
via Messenger.
Spotify is going to start selling beauty products.
The new service is in partnership with Merchbar to
sell artists’ merchandise on their profile pages.
Working with make up artist Pat McGrath and
musician Maggie Lindemann, Merchbar is moving
into areas adjacent to direct merchandise, so that
fans can ‘shop the look’ of a particular artist.
“Maggie Lindemann will be connecting directly with her
fans in the place where they go to enjoy her music.”
Jordan Gremli, Spotify’s Head of Artist and Fan Development

SOCIAL ARE STILL GROWING
Proceeding with a double-digit growth.
INSPIRATION AND CONVERSION ARE CLOSER THAN EVER
Social channels are still used for inspiration and discovery.
SOCIAL COMMERCE – TRANSACTION ENGINES
Social and messaging platforms are all striving to seamlessly bring commerce in their fabric.

SO WHY
BLURRING LINES
?

58
Internet
of Things
Connected Cars
Smart Home
Personal Assistants
Voice SearchSEARCH
E-COMMERCE
Emoji Search
Visual Search
Payment
Engagement
EXPERIENCE
SOCIAL
Video
VR
MR
AR
Chatbot
Powered by DATA
Biometrics
Payment
Retail
Content

DIGITAL PLANNING

COSA VUOL DIRE PIANIFICARE?
1. Strategia 2. Creatività
3. Efficacia 4. Efficienza

Set up di creazione campagna
SET UP
CAMPAGNA
STRATEGIA
MEDIA
STRATEGIA
CONTENT
DATA MONITORA LA
CAMPAGNA
Compila il brief
Target
Obiettivo
Budget
Definisci il media
Media
Kpi
Definisci l’Idea creativa
Formato
Specifiche Tecniche
Colleziona DATA
Tag/Pixel Landing
Tracking Campagna
Partner Viewability
Retargeting/Look alike
Monitora
Google Analytics
Facebook Analytics
Doubleclick
Sizmek
1 2 3 4 5

SET UP
CAMPAGNA
Compila il brief
Target
Obiettivo
Budget
1

SET UP
CAMPAGNA
Compila il brief
Target
Obiettivo
Budget
1
TARGET DI CONSUMO TARGET MEDIA
STRATEGIA PIANIFICAZIONE
SOCIO-DEMO, CONSUMI,
ESPOSIZIONE MEZZI
VARIABILI
SOCIO-DEMOGRAFICHE

SET UP
CAMPAGNA
Compila il brief
Target
Obiettivo
Budget
1
BUDGET MEDIA
BUDGET INFLUENCER

STRATEGIA
MEDIA
Definisci il media
Media
Kpi
2

STRATEGIA
MEDIA
Definisci il media
Media
Kpi
2
AWARENESS ACQUISITION
Awareness Interest Action Care
Desire Information Choice Relation
RELATIONCONSIDERATION
VIDEO
DISPLAY ALTO IMPATTO
DISPLAY TABELLARE
NATIVE ADVERTISING
SOCIAL ADVERTISING
SEARCH ADVERTISING
E-MAIL MARKETING
RETARGETING
PROGRAMMATIC
AFFILIATION
SOCIAL ADVERTISING

Visibilita’
STRATEGIA
MEDIA
Definisci il media
Media
Kpi
2

Visibilita’ in Programmatic
STRATEGIA
MEDIA
Definisci il media
Media
Kpi
2

Performance
STRATEGIA
MEDIA
Definisci il media
Media
Kpi
2

Search
STRATEGIA
MEDIA
Definisci il media
Media
Kpi
2

Social
STRATEGIA
MEDIA
Definisci il media
Media
Kpi
2
TARGET
COME GLI UTENTI VEDONO L’ADV
BUYING: PRENOTAZIONE O ASTA

Social
STRATEGIA
MEDIA
Definisci il media
Media
Kpi
2
OBIETTIVO: TRAFFICO AL SITO / CONVERSIONI OBIETTIVO: INTERAZIONE CON I POST
OBIETTIVO: ACQUISIZIONE FAN OBIETTIVO: APP DOWNLOAD/ENGAGEMENT
OBIETTIVO: AWARENESS OBIETTIVO: STORE VISIT

Social
STRATEGIA
MEDIA
Definisci il media
Media
Kpi
2
OBIETTIVO: LEAD GENERATION

STRATEGIA
CONTENT
Formato
Specifiche Tecniche
3

STRATEGIA
CONTENT
Formato
Specifiche Tecniche
3
RICH MEDIASTANDARD ADS
VIDEOIMPACT

DATA
Colleziona DATA
Tag/Pixel Landing
Tracking Campagna
Partner Viewability
Retargeting/Look alike
4

MONITORA LA
CAMPAGNA
Monitora
Google Analytics
Facebook Analytics
Doubleclick
Sizmek
5

MONITORA LA
CAMPAGNA
Monitora
Google Analytics
Facebook Analytics
Doubleclick
Sizmek
5
MOAT ANALYTICS
NIELSEN AD RATINGS

ESERCITAZIONE
DIGITAL
2018

88
KPI’s e strumenti di pianificazione
AWARENESS
CONSIDERAZIONE
INTENZIONE DI ACQUISTO
VENDITA
CROSS/UP SELLING
LOYALTY
ADVOCACY
▪ DISPLAY AWARENESS
▪ VIDEO ADV
▪ SOCIAL
▪ PROGRAMMATIC
▪ NATIVE ADV
▪ SOCIAL
▪ AD NETWORK
▪ AFFILIAZIONE
▪ RETARGETING
▪ SEARCH
▪ DEM
VISIBILITÀ
FIDELIZZAZIONE
E CONDIVISIONE
ENGAGMENT
PERFORMANCE

89
Display formati
VIDEOIMPACT

90
Native Advertising: presenza integrata
nell’esperienza d’uso degli utenti
STREAM ADS TABOOLA
RECOMMENDATION
WIDGET
NON È ADVERTORIAL | NON È ADV NASCOSTO | NON È SPONSORSHIP

91
Search: declinazioni avanzate
SEARCH
REMARKETING
PRODUCT LISTING
ADS
GEOTARGET CPC
LOCAL EXTENSION

92
Il social: un canale cross
AWARENESS CONVERSIONENGAGEMENT
VIDEO REACH&FREQUENCY
MULTI PRODUCT ADS/
OFFER CUSTOM AUDIENCE
PAGE POST/
DARK POST

93
Il social: focus performance
Aumentare la conoscenza del brand e dei suoi prodotti innescando fenomeni virali di diffusione del messaggio con promo
ad hoc per aumentare la reach e le perfomance.
MULTI-PRODUCT AD OFFERCUSTOM AUDIENCE
Mostrare più prodotti all’interno dello
stesso formato aumenta la scelta
dell’utente.
Offerte personalizzate per aumentare
direttamente il «drive to store»
Sfruttare i dati di CRM per mettere in atto
una strategia di comunicazione «tailor
made» verso gli utenti.

94
Fonte: Adserver Sizmek
ECONOMICSVISIBILITYFORMAT DETAILSPLACEMENT DETAILS
CALENDA
R
PLACEMENT DETAILS
FORMAT DETAILS *
BUYING METRICS
VISIBILITY
ECONOMICS
ROS: Run Of Site
RON: Run Of Network
CH: Channel / Site Section
HP: Home Page
CPM: Cost Per Mille Impression
CPV: Cost Per Video View
CPC: Cost Per Click
CPA: Cost Per Action
Number of gross contacts bought and the share of voice
Unit cost and total cost
Il piano media

95
KPI’s e metriche di misurazione
KPI’S MISURAZIONE
AWARENESS Impressions, clicks
TRAFFICO Clicks
QUALITÀ DEI VISITATORI Tasso di abbandono, Pagine Viste, Permanenza nel sito
ENGAGEMENT
Engagement rate, interazioni, numero di condivisioni, percentuale di
visualizzazioni video
CRM Registrazioni, iscrizioni
AZIONI Iscrizioni, Registrazioni, Downloads
VENDITA Ordini, Vendite, ROI

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