This document discusses people's increasing smartphone addiction and consumption of digital content. Some key points made include: - People check their smartphones 150 times per day on average. 40% say they couldn't give up their phones for $100 for one day. - The amount of available digital content now outpaces people's ability to consume it all. However, content feeds have increased people's capacity to consume content and made them addicted to this new habit. - Brands are advised to create advertising content that is optimized for consumption on feeds and mobile devices, such as through the use of enticing keyframes and episodic, linear video experiences. The overall theme is how digital technology and content feeds have

1. SHUT UP AND TALK ABOUT ME
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@22squared
#CTAMThink

2. It’s the first thing I do in the morning and last thing I do at night.
“ ”Everyone
THE AVERAGE USERS CHECKS
THEIR SMARTPHONE 150X DAILY
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3. 1/7 OF 18-24 WOULD GIVE UP FRIENDS
FOR THEIR SMARTPHONE
WTF???
40% SAID IT WOULD BE IMPOSSIBLE
TO GIVE UP PHONES FOR ONE DAY FOR $100
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WHERE ARE U.S. ADULTS USING SMARTPHONES?
9% 33% 32% 55% 12% 19%
During sex On a
dinner date
At a child’s/
school function
While driving In the shower In a church/
place of worship
35%
In a movie
theatre

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6. GAME OF PHONES?
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7. THE TRUTH ABOUT CONSUMPTION
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8. LIGHTWEIGHT
VS.
LEAN-IN
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9. THE TRADITIONAL FUNNEL IS DEAD
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10. THE REALITY ABOUT AD SPENDS
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% of Time Spent in Media vs. % of Advertising Spending, USA 2013
%ofTotalMediaConsumptionTime
orAdvertisingSpending
50%
PRINT RADIO TV INTERNET MOBILE
5%
19%
12%
10%
38%
45%
25%
22%
20%
4%
40%
30%
20%
10%
0%
TIME SPENT
AD SPEND
Internet Ad
= $43B
Mobile Ad
= $7.1B
Opportunity
in USA
~$30B+

11. THE MOBILE AD UNIT IS BROKEN
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12. THE AMOUNT OF CONTENT
once outpaced our ability to consume all of it
CAPACITY TO CONSUME
AMOUNT OF CONTENT
TIME
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13. THE THUMB IS THE NEW REMOTE
The Feed
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14. THE FEED HAS INCREASED
OUR CAPACITY TO CONSUME CONTENT
THE RISE OF FEEDS
CAPACITY TO CONSUME
AMOUNT OF CONTENT
TIME
and we’re addicted
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16. WE’RE ADDICTED TO THE NEW
We’ve created a new habit without even realizing it
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18. PROBLEM OPPORTUNITY
<
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21. WE BELIEVE THAT BRANDS
CAN BE WELCOME INTRUDERS
INTO SOMEONE’S FEED
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22. RIGHT CONTENT.
RIGHT PERSON.
RIGHT TIME.
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23. THE EVOLUTION OF NATIVE FEEDS
TWITTER FACEBOOKPINTEREST INSTAGRAM TUMBLR
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24. Facebook22squared © 2014. All Rights Reserved
MARKETING HAS CHANGED
BEFORE AFTER

25. THE TRUTH ABOUT CONSUMPTION
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26. THE TRUTH ABOUT CONSUMPTION
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ENTER:
THE MULTITASKER

27. 1. THE LEAN-IN CONSUMER
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30. NFL @NFL
Peyton scores his 1st rushing TD in 5 years... faking
out the defense AND the cameras.MUST-SEE - http://
on.nfl.com/1a3QkGA
Promoted by Verizon Wireless
VIDEO: Manning Marches In
This video is promoted by Verizon Wireless
5,332!
RETWEETS
2,729!
FAVORITES
7:57 PM - 6 Oct 13 · Details
US Open@usopen
IN CASE YOU MISSED IT: The stunning 54-shot rally
between #Djokovic & #Nadal. Presented by
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Promoted by Heineken
Men s Final - Nadal Vs Djokovic - 54 Shot Rally
Instant Highlights of the 2013 US Open Presented by Heineken
View on web
1,587!
RETWEETS
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FAVORITES
8:28 PM - 9 Sep 13 · Details
TWITTER AMPLIFY
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DURING GAME

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NEXT DAY

34. 2. THE DISTRACTED CONSUMER
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35. THE DISTRACTED CONSUMER NEEDS
THUMB-STOPPING CONTENT!
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37. KEYFRAMES.
THEY’RE AN AD FOR YOUR AD.
MAKE THEM ENTICING TO LEAD YOUR
VIEWER THROUGH THE EXPERIENCE.
SPEND TIME ON
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38. Watch our new Superbowl spot about
how America is Beautiful.
vs.
Surfers
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39. HOOK
You’re in their Feed.
You have 15 seconds.
You’re in auto-play.
CRAFT
Craft a beautiful story.
Utilize key/poster frames.
Create original content.
DELIGHT
Think episodically.
Create a linear experience.
Leave them happy.
THREE MAIN POINTS
• F O R P R E M I U M V I D E O •
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40. THE NEW NORMAL FOR BRANDS
More content + more often + less depth of engagement
DEPTH
OF
ENGAGEMENT
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41. THANKS!
QUESTIONS?
@christuff
@22squared
#CTAMThink
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