the internet natives are different. how we should advertise to them?

2. The Ancient Art of Advertising
And the Internet Natives
Oct 2009

3. About myself

4. • Around 42
• Read books, listen to vinyl records (hobbies)
• Skip TV commercials, banner blind
• No strong favorite brands
• Main source of information – beer with friends

5. About my Mother in Law

6. • 63, active
• Spends 3-4 hours per day on TV
• Intends to buy a computer with attached
internet (for 5 years)
• Talks about discounts
• One time per month ATM user

7. About my Kids

8. • One teenager and one young adult
• Heavy users of internet / social networks
• Dependent on brands
• They behave like my boss

9. Why should they listen to me.

10. I earn the money
I know more things, better
I know how to use tools
I solve the problems
I am a manager, respected professional, well connected
I have to think at all those things

11. How I deal with them

12. I tell them what to do
I am their parent, not their buddy
I do not discuss certain rules
I repeat things in order to be remembered
I am an adult, I don’t play

13. Btw…
They love advertising!

14. comScore and Starcom USA - 'Natural Born Clickers' Study
Only 8 Percent of Internet Users Now Account for 85 Percent of all Clicks
Only 16% of the Web Is Clicking Display Ads
Jul-07 Mar-09 decrease
total clickers 32% 16% 50.0%
heavy clickers 6% 4% 33.3%
moderate clickers 10% 4% 60.0%
light clickers 16% 8% 50.0%

16.
1 1 Viral Brand Profile Skin
2 Viral Friend Requests
3 3 Product Info & Links
5 4 Embedded Video
7 4
5 Product Photos
2 6 Member Comments
6
7 Widgets
8 8 Downloads (Wallpaper, Screensavers)

17. Thank You!
Calin.rotarus@arbointeractive.ro
ARBOinteractive
 +40 (0) 372 111 777
 + 40 (0) 372 111 711