3. Traditional media
• The traditional media
– Newspapers, magazines, TV, radio
– These media make targeting specific buyers with
individualized messages very difficult.
• High-budget
– what happen for small company and
professionals?
4. One-way interruption
• One-way interruption marketing is yesterday’s
message
• The idea:
– stop what users are doing and pay attention to a
message.
• Classical example:
– Advertising on TVs
5. The old rules of marketing
• Advertising needed to appeal to the masses
• Advertising was one-way: company-to-
consumer
• Advertising was exclusively about selling
products
• Advertising was based on campaigns that had
a limited life
6. • The web has transformed the advertising
rules
7. The web is different
• Instead of one-way interruption, Web
marketing is about delivering useful content
at just the precise moment that a buyer needs
it
8. Still about Web…
• Another wall has fallen!
• Blogs, podcast, e-books, online news releases, social networks, wikis and
other forms of web content:
! let organizations communicate directly with buyers
9. The new rules of marketing
• People want authenticity, not spin
• People want participation, not propaganda
• No one-way interruption! Marketing is about
delivering content at just the precise moment
your audience needs it
11. Where do we get the money?
• Today:
– Banner
– Popup
– Video Ads
– Google/Yahoo search
• Tomorrow:
– Engagement Ads
– Corporate blog
12. L.U.N.A. Ads
• L.U.N.A. Ads
– a client-side application
– allowing the authentication to the L.U.N.A.
network
– managing the services based on the user’s profile.
13. L.U.N.A. Ads
• Show to user tailor made advertising or
information
• Interact with context where the user is
currently immersed in
• Easy customization for the user:
– It is possible to add or remove functionalities and
services through plug-in
14. Why a stand-alone application?
• Fast connection and login
• Fine location estimation (wifi triangulation)
• More services, more simply
– Voip
– Contextualized news
– Integrated chat services
– Direct access to social community info
15. Thank you for your attention!
a.martellone@futur3.it
www.futur3.it
