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‘The lock display screen is the telephone’s touchdown web page; what if it turns into one thing extra?

Exchange4Media’s Pitch Brandtalk seminar, held on November 29 on the Radisson Blu Plaza Delhi, Mahipalpur, Delhi, was a one-day symposium of company and advertising and marketing heads, media thought leaders and different promoting and media veterans stuffed with keynote speeches and group discussions. on varied matters.

Devika Sharma, Director, APAC O&O Enterprise, InMobi, delivered the keynote tackle the place she talked about creating content material that captivates in her session, ‘Love at First Look’.

Asking her viewers to briefly take off their advertiser and marketer hats and simply pay attention for the subsequent jiffy as an everyday shopper, Sharma started by breaking down the sheer quantity of content material generated each day. “You will not be stunned to know that over 12,000 hours of content material is uploaded and revealed, most of it inside walled gardens, day-after-day, and we spend as much as 4-5 hours day-after-day watching this content material.”

Then he bought into the nitty-gritty of discovering one thing to observe in considered one of these walled gardens, including up the steps customers should undergo to open their telephone screens, scroll by means of apps, choose an app, evaluation its content material, possibly not. discover what they’re watching attention-grabbing and swap to a different video or one other app completely.

“Whenever you see content material, how lengthy do you’re taking to determine if it is attention-grabbing? Particularly a couple of seconds, as a result of whereas some content material could also be attention-grabbing and related to you and you will take note of it, others you will rapidly skip and transfer on to one thing else,” Sharma stated, including, “As different audio system have talked about. , the content material is what’s bringing function to the buyer, it is a supply mechanism, proper? So take into consideration the effort and time you take to get to this content material.”

Noting that within the present construct it takes as much as eight clicks or swipes to entry content material it’s possible you’ll or might not find yourself watching, he stated a reinvention and paradigm shift was wanted to have the ability to entry content material that was related to you, and you’ll get pleasure from consuming, with out having to click on so many clicks.

Including that probably the most visited place and time throughout the day is the telephone’s lock display screen, with customers checking it at the very least 50 occasions a day, Sharma stated: “Whether or not it is checking the time or utilizing the digital camera, out of sheer drive Lock screens are the place we spend most of our day, it is the touchdown web page in your telephone. So what in case your lock display screen may grow to be one thing extra, the place you get updates on what you need? What should you present you content material it thinks you would be focused on, as an alternative of swiping and clicking What should you may store out of your lock display screen or watch a stay live performance in your lock display screen?

“That is what Look is and does. Our function is to have the ability to ship content material in quite a lot of codecs in a visually wealthy and impactful manner on the lock display screen of our customers’ gadgets. That is what we work on at InMobi Look day-after-day.” stated Sharma, who concluded his session with a stay demonstration of what Look can actually do for customers day-after-day.

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