Study on how the sponsorship industry will be shaped by demographic, digital and geoeconomic changes

1. MACRO TRENDS IN SPONSORSHIP
THROUGH 2030
summary version
2016 Copyright. All Rights Reserved.
ANDRÉS ENRIQUE BALÉ

2. _sponsorship landscape overview

3. 2000
2010
2020
2030
TV DIGITAL VIRTUAL REALITYkey drivers to sponsorship:
decline in traditional
(linear) TV viewing
US$ 62,8 BI
2017 global
sponsorship forecast
(IEG)
TV DISTRIBUTION
key to big sponsorship deals

4. 2000
2010
2020
2030
TV WILL NOT FINISH, JUST CHANGE
how is consumed tend to be more digital
TV DIGITAL VIRTUAL REALITY
BuzzFeed has a larger audience than TV
channels in the US for those between the
ages of 18 and 34
(2015 – Nielsen, comScore)
COMEDY
CENTRAL
FX
NBC CBS
BUZZFEED
otherwise, live entertainment
coverage on linear TV will be
important for audiences
TV DISTRIBUTION
key to big sponsorship deals
key drivers to sponsorship:
decline in traditional
(linear) TV viewing
US$ 62,8 BI
2017 global
sponsorship forecast
(IEG)

5. 2000
2010
2020
2030
strong digital growth
(mobile impact)
MEDIA CONSUMPTION SHIFTING
FROM TRADITIONAL TO DIGITAL
TV DIGITAL VIRTUAL REALITY
US digital ad spending will surpass TV in 2016 (36,8% vs. 36,4%)
68.88
59.82
71.29
72.09
72.72
82.86
74.53
93.18
103.39
76.02
113.18
77.93
2015 2016 2017 2018 2019 2020
US TV VS. DIGITAL AD SPENDING, 2015-2020 (US$ BILLIONS)
(eMarketer 2016)
TV DISTRIBUTION
key to big sponsorship deals
key drivers to sponsorship:
US$ 62,8 BI
2017 global
sponsorship forecast
(IEG)

6. 2000
2010
2020
2030
DIGITAL REACH AND ENGAGEMENT
key to big sponsorship deals
TV DIGITAL VIRTUAL REALITY
Generation Z will be the dominant force in economy, “forcing” rights holders to be
digital platforms: it has to be social, mobile, and video
also, digital is the key to reaching audiences in emerging economies
MEDIA CONSUMPTION SHIFTING
FROM TRADITIONAL TO DIGITAL
TV DISTRIBUTION
key to big sponsorship deals
key drivers to sponsorship:
strong digital growth
(mobile impact)
US$ 62,8 BI
2017 global
sponsorship forecast
(IEG)

7. 2000
2010
2020
2030
DIGITAL REACH AND ENGAGEMENT
key to big sponsorship deals
TV DIGITAL VIRTUAL REALITY
VIRTUAL REALITY (VR)
and new content technologies key to big sponsorship deals
called “the next big thing” by market, VR will revolutionize how people consume and
experience entertainment
its adoption will exponentially grow as smartphone technology evolves and every
new mobile device will be a VR device
TV DISTRIBUTION
key to big sponsorship deals
key drivers to sponsorship:
US$ 62,8 BI
2017 global
sponsorship forecast
(IEG)

8. 2000
2010
2020
2030
TV DIGITAL VIRTUAL REALITY
DIGITAL REACH AND ENGAGEMENT
key to big sponsorship deals
CONTENT
plays a key role to create purpose and engage next generations
sponsorship as a platform to produce original content, that is distributed by
digital channels, is the major trend for the future
TV DISTRIBUTION
key to big sponsorship deals
key drivers to sponsorship:
US$ 62,8 BI
2017 global
sponsorship forecast
(IEG)
VIRTUAL REALITY (VR)
and new content technologies key to big sponsorship deals

9. _trend#1 digital
_trend#2 demographics (genZ)
_trend#3 geo-economics

10. MOBILE & VIDEO PLAYS A KEY ROLE IN A DIGITAL STRATEGY
increasingly more relevant as device quality evolves and cost of data
decreases
2.4 billion mobile video users by 2018
(Cisco)
HYPER-TARGETING ALLOWING INDIVIDUAL AND PERSONALIZED ENGAGEMENT
evolution from CRM to Digital Ecosystems (everything is connected) delivering a holistic view of each
individual fan (instead of clusters), empowering customers
VIRTUAL REALITY: DISRUPTION
will combine concepts of experiential and digital marketing, allowing immersive and
personalized live experiences on a massive scale
#digital
The NBA is already broadcasting in VR,
allowing fans abroad to experience the
game courtside
SOCIAL MEDIA WILL BE THE MAJOR PLATFORM TO CONNECT WITH PEOPLE
although some platforms might be more popular than others depending on region

11. generationZ BORN AFTER 1995 AND DIGITAL SINCE DAY ONE
TV
ONLY 1/3
that watch TV when they watch, it is combined
with media multitasking
SOCIAL MOBILE
on top as 2nd screen
Snapchat:
#1 social media tool
preference for Snapchat show’s
the next gen’s language
ORIGINAL, SOCIAL, SHORT,
INTERACTIVE AND VISUAL
CONTENT, CONTENT & CONTENT
adults trust brands, you build trust with new
gens through content and style
77%
PURPOSE: THE KEY TO GEN Z
content as a tool to creating and communicating purpose that
must reflect next gens’ values
gen Z are concerned about human impact on the
planet (Unilever)
“stories behind the story”
authentic stories of people, their families, friends and dreams

12. geo-economics
ATTRACT AND ENGAGE AUDIENCES IN FAST-GROWTH MARKETS FOR A GLOBAL COMMUNICATIONS SOLUTION
MEDIA INVESTMENT GROWTH IN THOSE MARKETS
Emerging Asia, Latin America, Africa and Middle East markets
will attract more marketing investment
CAGR media spending
2014 – 2017
(ZenithOptimedia)
EMERGING ASIA
9.1%
LATIN AMERICA
6.9%
AFRICA &
MIDDLE EAST
3.1%
DIGITAL AND MOBILE PLAY A KEY ROLE
emerging economies spend more time online and on
mobile than developed economies
DAILY HOURS SPENT ON MEDIA – 3ºT 2015 (GlobalWebIndex)
4
6
8
BRAZILCANADAGERMANY PHILIPPINES THAILANDUSA
DIGITAL
TRADITIONAL
PricewaterhouseCoopers classification:
E7 – Brazil, Russia, India, China, Mexico, Indonesia and Turkey
G7 – USA, Japan, Canada, France, Germany, Italy e United Kingdom
GLOBAL ECONOMIC POWER SHIFT
emerging countries (E7) will be larger in terms of economy size than
advanced countries (G7) and represent 7 of the 12 largest economies
by 2030 (PwC)

13. ANDRÉS ENRIQUE BALÉ
andres@sponsoryou.co
“It is said that the present is pregnant with the future” Voltaire