Con más de 13 años de experiencia en la industria de inteligencia de mercados, THOM ARKESTAAL de Microsoft Advertising, ha desarrollado una pasión por la investigación transcultural. Trabajó en empresas como HP, Lenovo, Nokia, RIM, Samsung AT&T y Google donde se ha especializado en buscar un total conocimiento del consumidor con un fuerte enfoque en la industria de la tecnología. Responsable de proveer investigaciones a Microsoft así como ideas y conocimientos recientes relacionados con el comportamiento de los consumidores, la inteligencia competitiva, inteligencia de mercado y el uso de los productos. Se ha desempeñado en agencias creativas y de investigación como IDC, Taylor Nelson Sofres, Resarch International y Naked Communications. En esas organizaciones Arkestaal estuvo a cargo de todos los aspectos del proceso de investigación, desde la investigación pasando por el diseño y la entrega de una perspectiva significativa, y las recomendaciones que impulsan los resultados empresariales. Para Arkestal “A medida que Internet crece y madura, nuestra nueva relación con la tecnología se caracteriza por la madurez. Es una relación bidireccional, y este es el momento en que la tecnología se convierte en nuestro socio de vida ideal - que entiende lo que es ser humano, que percibe emociones y que sea inspirador, creativo y sensorial. A medida que la población mundial se vuelve cada vez más móvil, sigue existiendo una desconexión entre lo que la tecnología puede hacer y lo que los consumidores necesitan de una relación diferente y más madura. Aquí existe una oportunidad muy significativa para las marcas y los anunciantes.”.

1. DIGITAL TRENDS
Reaching the New Digital Consumers across
screens and media channels
!!!!
Thom Arkestaal | Microsoft Advertising

2. Smartphone sales have overtaken feature phones
0
100000
200000
300000
400000
1Q08 4Q08 3Q09 2Q10 1Q11 4Q11 3Q12 2Q13 4Q13
Feature Phones
Smartphones
Global Mobile Phone Sales | Source: Gartner

3. ‹#›
The mobile hub
114 Million Smartphone Owners in LATAM in 2013

4. ‹#›
The social glue
222 Million Social Network Users in LATAM in 2014

5. ‹#›
33%!Digital Ad Spend
Growth in 2014

6. ‹#›
Relevant, engaging experiences?

7. ‹#›
Or chaotic and overwhelming?

10. ‹#›
“We have created
more and more
screens crowded
with more and
more clutter than
ever before. If we
don’t change, we
risk
disenfranchising
consumers,
damaging
marketers, and
putting people out
of business.”
!
Randall
Rothenberg

11. 00
250,000,000
500,000,000
750,000,000
1,000,000,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
PCs are now a small share of connected devices
Global Connected Device Shipments | Source: Gartner, IDC, Strategy Analytics, BI Intelligence
PC
Smartphones
Tablets
Wearables
Smart TVs

12. ‹#›
The importance of multiscreen advertising is
increasing…
48%
of US marketers
say that integrated
multiscreen
campaigns are
Very Important
today
88%
say that integrated
multiscreen
campaigns will be
Very Important in
2016

13. We asked 45 early
adopters
+ industry
experts
and surveyed 8,300
consumers
in 9 countries
“how is your relationship with technology
changing?”
“what do you want
now?”
“what will you want
tomorrow?”
and
asked:
W
hat do the
consumers think?

14. Colombia

15. And identified 8 Digital Trends
Value Me
Consumers want open exchanges
with brands with rewards for what
they share
My analytics
More than even, users are online
tracking self-improvement goals.
The Right to Anonymity
The focus on online privacy
demands services that let users
control their data.
Niche Networks
Consumers crave unique
experiences and build personal
relationships with brands.
Creator Culture
The new coding culture values
creativity and anything new.
Intelligently ON
People want intelligent, ‘always on’
relationships with technology.
Surprise Me
Daily life is full of fun, easy
interactions, and consumers want
the same online.
Enhancing the Real
The best online experiences blur
the line between virtual and actual.

16. And identified 8 Digital Trends
Value Me
Consumers want open exchanges
with brands with rewards for what
they share
My analytics
More than even, users are online
tracking self-improvement goals.
The Right to Anonymity
The focus on online privacy
demands services that let users
control their data.
Niche Networks
Consumers crave unique
experiences and build personal
relationships with brands.
Creator Culture
The new coding culture values
creativity and anything new.
Intelligently ON
People want intelligent, ‘always on’
relationships with technology.
Surprise Me
Daily life is full of fun, easy
interactions, and consumers want
the same online.
Enhancing the Real
The best online experiences blur
the line between virtual and actual.
55%
41%
37%
33%
48%
25%
37%
31%
43%
40%
35%
28%
42%
26%
22%
24%
50%
42%
27%
23%
35%
28%
26%
23%
41%
26%
22%
19%
24%
18%
17%
14%

17. Consumers don’t want to
be connected ALL the
time
Brands need to know
when to talk and when to
be quiet, and focus on the
context
Intelligently ONCONSUMERS WANT TO
DISCONNECTAND EXPECT BRANDS TO
KNOWWHEN TO BE QUIET OR
SWITCH OFF
We don’t want to select
profiles or hit Do Not
Disturb buttons

18. Intelligently ON
30% ALL THE TIME
WANT TO BE
CONNECTED

19. Intelligently ON
79%
EXPECT BRANDS TO
KNOWTHE RIGHT MOMENT TO TALK
TO THEM

22. Data collected on who you are
and what you do, your location
and the time of the day mixed
with 3rd party data
Technology knowing you
better than yourself
Surprise MeCONSUMERS SEEK TECHNOLOGIES
THAT SURPRISETHEM AT THE RIGHT TIME AND PLACE,
AND WHENTHEY ARE IN THE RIGHT FRAME
OF MIND
Data collected on who you are
and what you do, your location
and the time of the day mixed
with 3rd party data

23. Surprise Me
53%
WANT DEVICES TO
PROVIDEPERSONALIZED RECOMMENDATIONS AND
CONTENT

24. Surprise Me
63%
ARE MORE LIKELY TO BUY FROM
A BRANDTHAT OFFERS A PLEASANTLY SURPRISING
EXPERIENCE

25. random acts of kindness

26. “With a network
of influencers and
curators and a
specialized
algorithm, you get
not just the music
experience only a
talented DJ or
music expert can
deliver, but also
the right song for
you right now”
!
Ian Rogers
CEO of Beats Music

27. We want to control our
privacy and have a right
to delete our digital
footprint
Consumers are
becoming anxious
about the data available
about them online
People are deleting any
personal data they can
to preserve anonymity
Right to Anonymity
CONSUMERS WANT TO CONTROL
PRIVACYAND HAVE THE RIGHT TO
DELETE ANDCONTROL THEIR ONLINE
DATA

28. Right to Anonymity
89%
EXPECT BRANDS AND
ADVERTISERS
BEFORE THEY USE MY DIGITAL
INFORMATION
TO ASK FOR PERMISSION
BEFORE

29. Right to Anonymity
76%
ARE MUCH MORE LIKELY
TO BUY
TO UPDATE THEIR PRIVACY
SETTINGS
FROM A BRAND THAT
ALLOWS THEM

30. We scan the Internet to find your exposed
personal information—phone numbers,
addresses, birth date, relatives, and more
—then we help you take it down. Select
the types of information you want
removed, and Reputation.com
automatically processes opt-outs on your
behalf.

32. Recap
Smartphone growth
Mobile as a
hub
Always
social
These combined: Better
data
Personalization and targeting
Expectations on
experience
And concerns about
anonymity
Always
connected
Social glue
As well as timing and
relevance

33. Focus on PLACE, TIME AND CONTEXT to
improve the relevance for the consumers
WHATARE THE
IMPLICATIONS FOR
Reduce the clutter and noise; be seen in the
right CONTEXT at the right time - when it’s not
perceived as intrusive or chaotic
Build coincidence and surprise into your
marketing; it doesn’t have to be complex, but it
needs to be relevant. Again – CONTEXT
Ask for permission, and be transparent
about how data is used and stored, and
offer rewards to build trust
Offer users total control and complete
access to their information
Overall… put the CONSUMER FIRST
DIGITAL
ADVERTISING?

34. THANK
YOU