14. I S I T F I N A L LY T H E Y E A R O F M O B I L E ?
S H A R E O F T I M E S P E N T P E R D AY W I T H
M E D I A B Y U S A D U LT S
DESKTOP + LAPTOP
MOBILE (NON-VOICE)
24%
18%
12%
6%
0%
2010
2011
2012
2013
S O U R C E : E M A R K E T E R , J U LY 2 0 1 3
15. I S I T F I N A L LY T H E Y E A R O F M O B I L E ?
S H A R E O F A V E R A G E T I M E S P E N T P E R D AY O N
S O C I A L N E T W O R K I N G B Y U S A D U LT S B Y D E V I C E
DESKTOP + LAPTOP
SMARTPHONE
30%
22.5%
15%
7.5%
0%
2010
2011
2012
2013
S O U R C E : E M A R K E T E R , J U LY 2 0 1 3
16. U.S.$Consumer$Media$Consump2on$Share$
US CONSUMER MEDIA CONSUMPTION SHARE
50%$
45%$
45%$
44%$
43%$
42%$
40%$
38%$
M O B I L E I S T H E O N LY M E D I A
T I M E T H AT I S G R O W I N G .
35%$
30%$
26%$26%$26%$
25%$
25%$
20%$
20%$
20%$
17%$
16%$
15%$
14%$
15%$
12%$
10%$
12%$
9%$
8%$
7%$
7%$
6%$
4%$
5%$
8%$
9%$
7%$
5%$ 5%$
6%$
4%$
0%$
TV$
Online$
Radio$
2009$
Source:(eMarketer,(August(2013(
2010$
Print$
2011$
2012$
Other$
2013$
Mobile$
21. N O T S O F A S T.
MOBILE AD CLICKS WORLDWIDE
( % O F T O TA L )
USELESS
40%
REGULAR
60%
USELESS
A C C I D E N TA L C L I C K S
22%
BOTNETS & FRAUD
18%
SOURCE: TRADEMOB, 2012
22. Vertical
V E R T I C A L I S T H E N E W H O R I Z O N TA L
is the new horizontal.
23. IT’S NOT THE OTHER BRANDS
IN YOUR CATEGORY YOU
N E E D T O W O R R Y A B O U T.
THIS IS YOUR
REAL
COMPETITION
24. IT’S NOT THE OTHER BRANDS
IN YOUR CATEGORY YOU
N E E D T O W O R R Y A B O U T.
THIS IS YOUR
REAL
COMPETITION
25. IT’S NOT THE OTHER BRANDS
IN YOUR CATEGORY YOU
N E E D T O W O R R Y A B O U T.
THIS IS YOUR
REAL
COMPETITION
26. IT’S NOT THE OTHER BRANDS
IN YOUR CATEGORY YOU
N E E D T O W O R R Y A B O U T.
THIS IS YOUR
REAL
COMPETITION
27. IT’S NOT THE OTHER BRANDS
IN YOUR CATEGORY YOU
N E E D T O W O R R Y A B O U T.
THIS IS YOUR
REAL
COMPETITION
28. WHY ARE WE STILL TRYING TO INTERRUPT MEDIA
WITH ADS, WHEN MEDIA IS BECOMING LIFE?
29. WHY ARE WE STILL TRYING TO INTERRUPT MEDIA
WITH ADS, WHEN MEDIA IS BECOMING LIFE?
“Institutions tend to preserve the problems that
they are the solution for.”
– C L AY S H I R K Y
30. THE CONTEXT OF THE CONSUMER IS
BECOMING EVERYTHING.
“We unconsciously and instinctively
make work to fit preexisting formats.”
– D AV I D B Y R N E , “ H O W M U S I C W O R K S ”
45. A WEIRD ANALOGY ABOUT
H AV I N G T H E R I G H T C O N T E N T M I X
46. A WEIRD ANALOGY ABOUT
H AV I N G T H E R I G H T C O N T E N T M I X
The brand’s greatest
(heaviest) work.
47. A WEIRD ANALOGY ABOUT
H AV I N G T H E R I G H T C O N T E N T M I X
The brand’s greatest
(heaviest) work.
The brand’s latest
(lightest) twerk.
AND
48. A WEIRD ANALOGY ABOUT
H AV I N G T H E R I G H T C O N T E N T M I X
The brand’s greatest
(heaviest) work.
The brand’s latest
(lightest) twerk.
AND
49. An always-on made-for-social
dedicated creative & production team
that uses an editorial model
fueled by intelligence
to create a high volume
& steady stream of lightweight, real-time
content, optimized for sharing;
building brand equity
over time at a relatively low cost.
79. REACHING PEOPLE WHO USE SOCIAL MEDIA ON
MOBILE DEVICES MEANS REACHING MORE PEOPLE.
Pinterest content is shared nearly 3x more often
on mobile than desktop.
Twitter’s mobile users are 66% more likely to
retweet.
Facebook posts seen on mobile devices are 39%
more engaging.
S O U R C E : E M A R K E T E R , J U LY 2 0 1 3
80. S O W H AT L E S S O N S C A N B R A N D S
A P P LY T O D AY T O R E A L LY L I V E I N
REAL-TIME?
81. T H E TA K E A W AY
• The feed can be your friend, but it’s filled with their
friends. Compete to be relevant.
• Context is four-dimensional. Adapt to be relevant.
• Becoming an ad should be what happens to a good
piece of content. Spend when you’re most relevant.
• Always be making. Personalize to be relevant.