This is today's presentation to the Al-Ahram Seminar Interact Egypt organized in Cairo for the media and advertising industry in MENA.

1. MARKETING FORMATS
IN THE DIGITAL WORLD
Cairo, Egypt July 2011
Sunday, July 10, 2011

2. gaping void // hugh macleod
Sunday, July 10, 2011

3. From Shouting
How?
to Listening
From Pitching
to Offering
From Brand Hero
to Advocacy
“Service is the new advertising.
alex gisbert // expedia
Sunday, July 10, 2011

4. we create...Marketing Formats
not ADS.
A Marketing Format is a
method/solution to:
editor of pop' africana // oroma elewa
- understand expectations
- bring value
- enable participation
- develop target communities
- create brand fans
Sunday, July 10, 2011

5. Content fuels our
Marketing Formats
on Sold
e
lin
Traditional Campaigns Marketing Formats
3 days = $9.6 Million
“Content is
the new currency
paul isakson
Sunday, July 10, 2011

6. ...and Context
is King
Every platform we use to
editor of pop' africana // oroma elewa
deliver our content is a
connection-point with our
consumers
Every technology influences
the way consumer will
perceive our message
Every community has its own
rules
Sunday, July 10, 2011

7. in West Africa
our Format is
called...
Sunday, July 10, 2011

8. Sunday, July 10, 2011

9. 2
Marketing
Format
1
Cool Valuable
Brands Content
3
The
4
Context
Sunday, July 10, 2011

10. - Web & Mobile Campaigning w/
local and international contents
today
(audio and video),
- SMS calls-to-actions Sweepstakes
- Augmented Reality Promos
- Inspirational Music for Streaming
and Download
- Music events
- Branded Mobile Apps
- Integrated Streaming Music
Platform,
tomorrow
- Profiled Consumer-Base
- Ad Inventory management
- Extensive Reports (and more to
come..)
“Best entertainment project ever
launched in Africa!”
Chris Ankrah
Sunday, July 10, 2011

11. our Format with
Augmented
Reality is called...
Sunday, July 10, 2011

12. *Aladdin* The Promise
A ugmented
L ive
A D vertising
(4)
An Aladdin's lamp. In fact it is as if each
time we start our smartphone we had
one, rubbing it makes us feel the music, for
D igital
example, or tell us how much a product
can help us in our job or how many
kilometers we still have to travel or...,
I nteractive
How can we change the world? N etworks
Sunday, July 10, 2011

13. SYNC EXTEND ZOOM
enriching TV contents TV boundaries with every TV frame using
with interactive contents images that appear on your mobile phone
that appear on the the smartphone (x-ray 3D, details, etc.)
touch-device
THE GRAMMAR THE TECHNOLOGY
REALITY COMPUTING AUGMENTED TV (SYNC TV-TOUCH DEVICE)
Sunday, July 10, 2011

14. In-Ad Injection on
billboard, starting
from Radio and TV
commercials and
to complement print A-TV
publishing.
Aladdin adds a
new dimension to
all media.
A-RADIO
A-PRINT A-PRESS
“AUGMENTED” ADVERTISING
HOW TO HAVE IN-SYNC NEW MEDIA WITH COMMUNICATION OVER PRESS, RADIO AND TV
Sunday, July 10, 2011

15. *ENEL* Use Case
1
Total Views and Total Unique Visitors
per Week
2000
1500
10 Airport, 8 Co
untries
1000
500 2
Week 12, 2011
0
Week 14, 2011
Unique visitors Total Views
3
2024 Unique Visitors CONVERSIO
N
in the first 4 Weeks!
Sunday, July 10, 2011

16. our Format for
Publisher in
Egypt is called...
Sunday, July 10, 2011

17. 1 Reach new audiences 1
Monetize valuable content
1
2 (including back issues)
1
1
3 Social Media Ready 1
Sunday, July 10, 2011

18. Video
Streaming
User Friendly UI including:
o
So
ot
ci
Content Index
Ph
Sh
ry
al
le
ar
al
in
G
g
Text Search
Scrollable Thumbnail Pages
Facebook, Twitter and RSS
integration
A
d
pp
N
et
In
-A
e
w
End-to-end hosted service to
te
as
In
or
gr
h
ks
rc
at
bring your content to the Apple
Pu
i
on
Extensive
Store in only few weeks
Reports
Sunday, July 10, 2011

19. THANK YOU!
andrea@insideout.io
Sunday, July 10, 2011