Check out Quinn Sheek's session titled "2019 Trends Impacting Media", presented at Digital Summit Dallas 2018

1. 2019 TRENDS IMPACTING MEDIA
N O V E M B E R 2 0 1 8 | Q U I N N S H E E K

2. GET A COPY OF THIS PRESENTATION
Email: Marketing@DEGdigital.com
Or visit the DEG booth to learn more about Marketing to
the Moment.

3. 2007“THE YEAR THAT CHANGED MARTECH FOREVER”

4. What was the world like in 2007?

8. 2007
JAN DEC
P L A T F O R M F O R
D E V E L I P E R S
A D S P L A T F O R M
B R A N D P A G E S

9. MARTECH LANDSCAPE – AUGUST 2011
~150

10. MARTECH LANDSCAPE – JANUARY 2014
~1,000

11. THINGS ARE CHANGING… APRIL 2018
~7,000

12. THINGS ARE CHANGING… APRIL 2018
+600%

13. SEARCH + SOCIAL AD MARTECH
2011 2018
15 122

14. SEARCH + SOCIAL AD MARTECH
2011 2018
+713%

15. How can we take advantage of this marketing
evolution in ways that will make a difference
for our clients?

16. Artificial Intelligence01 Personalization02 Authenticity03

17. a branch of computer science dealing with the
simulation of intelligent behavior in computers
the capability of a machine to imitate intelligent
human behavior
WHAT IS AI?
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y
1.
2.

18. FORRESTER PREDICTION:
“85% of businesses will be using AI by 2020.”
DEG FACT:
We are already using AI. All the time.
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

19. HOW IS DEG USING AI?
Programmatic Advertising
Marketing Automation
Chatbots
Optimizing for Voice Assistants
Predictive Modeling
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

20. 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y
WHAT IS YOUR MARKETING OBJECTIVE?

21. 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

22. PREDICTIVE UPSELLING
DRIVE LOYALTY
Live Healthy, Even
on the Go
Save Money & Get Healthy Blenders at Prices You’ll
Love! On Sale This Weekend.
CREATE DEMAND SELL UPSELL
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

23. 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y
MARKET TO THE MOVEMENT
Targeting customers not only based on where they are, but
where they’ve been, and where they may go next.

24. Source: Gartner, ComScore, 2018
By 2020 50% of all searches will be voice and 30% will
be done without a screen.
TALKING IS THE NEW TYPING
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

25. Use natural language.
Don’t ignore the long tail.
Focus on local.
Make product data accessible.
Incorporate digital audio ads.
HEY GOOGLE.
HOW CAN I OPTIMIZE FOR VOICE SEARCH?
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

26. Artificial Intelligence01 Personalization02 Authenticity03

27. 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y
WHY IS PERSONALIZATION SO IMPORTANT?
Customers expect it.

30. 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

31. 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

32. 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y
WHY IS PERSONALIZATION SO IMPORTANT?
Customers expect it.
It works

33. 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y
78%
of US internet users said personally
relevant content from brands increases
their purchase intent.
Source: OneSpot and Marketing Insider Group, "The Personalization Imperative for Content Marketing," Dec 12, 2016

34. WHERE CAN BRANDS PERSONALIZE THE CUSTOMER EXPERIENCE?
Website, Apps, Email, Ads, Offers
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

35. WHAT DATA SHOULD BRANDS
USE TO PERSONALIZE THE
CUSTOMER EXPERIENCE?
Local Weather, Sporting Events, Trending Topics, etc.
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

36. DRAMATIC
PRODUCT ADS
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y
270%
HIGHER ROAS
With Dynamic Product Ads

37. 2
1 3
4
VIDEO SEQUENCING
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

38. ACCOUNT BASED MARKETING
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

39. WEATHER ADS
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y
$.06
COST PER
ENGAGEMENT
(AVG. $.25)

40. Artificial Intelligence01 Personalization02 Authenticity03

41. 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

42. CUSTOMERS DON’T TRUST BRANDS
BRANDS ARE IN CRISIS
(OR ADS)
They trust people.
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

43. Marketing automation and technology
can be a killer of authentic communication
and building human relationships.
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

44. How can authentic advertising build back
trust with consumers?
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

45. 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y
Helpful
Trustworthy
Relevant
Unique
BRANDS SHOULD BE…

46. If we aren’t authentic, it will continue to wear
away at relationships and business outcomes.
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

47. 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y
Manipulative
Intrusive
Conforming
Inaccurate
BRANDS SHOULD NOT BE…

48. 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y
TACTICS THAT SUPPORT AUTHENTICITY
Native Ads

49. Native advertising is the use of
paid ads that match the look, feel and
function of where they appear.
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

50. EMARKETER REPORTS:
Native ad spend will make up over 60% of
display spending in 2019.
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

51. DEG REPORTS:
Over 90% of the dollars DEG is spending on
behalf of clients is aligned to native units.
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

52. This spend will be primarily social, mobile
and programmatic.
NATIVE ADVERTISING
BY TYPE IN 2018.
Source: eMarketer March 2018 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

53. NOT NATIVE
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

54. NATIVE

55. NATIVE

56. NATIVE
NATIVE

57. 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y
TACTICS THAT SUPPORT AUTHENTICITY
Native Ads
Influencers

58. 70% of teens trust influencers more than
traditional celebrities.
ACCORDING TO GOOGLE
Source: https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

59. BUDGETS ARE INCREASING
70% of US agency and brand marketers surveyed
in 2017 planned budget increases for 2018.
Source: https://www.socialmediatoday.com/news/the-brand-value-of-influencer-marketing-in-2018-infographic/520810/
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

60. 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

61. 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

62. 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y
TACTICS THAT SUPPORT AUTHENTICITY
Native Ads
Influencers
Content Marketing

63. CONTENT =Source: eMarketer September 2018 *includes video ad revenues from Instagram
VIDEO
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

64. 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y
80% of all global internet traffic will come from
video by 2019.
CISCO PREDICTION
Source: eMarketer September 2018 *includes video ad revenues from Instagram

65. FACEBOOK DOMINATES IN SOCIAL VIDEO
Facebook accounts for 86.8% of US social
network video ad spending.
Source: Cisco Visual Networking Index: Forecast and Methodology, 2016–2021
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

66. TV AD SPENDING IS
TRENDING DOWN
WHILE DIGITAL
VIDEO CONTINUES
TO GROW.
Source: eMarketer March 2018 0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

67. TACTICS THAT SUPPORT AUTHENTICITY
Native Ads
Influencers
Content Marketing
Reviews
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

68. 60% of consumers look at online reviews
at least weekly.
93% 93% say online reviews do impact
their purchasing decisions.
Source: https://www.thedrum.com/news/2017/03/27/online-reviews-impact-purchasing-decisions-over-93-consumers-report-suggests
REVIEWS INFLUENCE DECISIONS
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

69. THE HIGHER THE
PRICE OF THE ITEM,
THE MORE REVIEWS
MATTER.
Displaying reviews for lower priced items can improve
conversion rate by 190%. Reviews for higher-priced
product can increase conversion rate by 380%.
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

70. PARTICIPATION IN THE
REVIEW PROCESS IS
BEING MADE EASIER
(AND NECESSARY) BY
MARTECH.
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

71. SWEETIQ HELPS
MONITOR + MANAGE
REVIEWS FOR LOCAL
BUSINESSES AT SCALE.
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

72. TRUSTPILOT
AUTOMATES REVIEW
COLLECTION FROM
CUSTOMERS AFTER
EVERY PURCHASE.
0 1 | A R T I F I C I A L I N T E L L I G E N C E 0 2 | P E R S O N A L I Z A T I O N 0 3 | A U T H E N T I C I T Y

73. Final take away

74. Artificial Intelligence01
Personalization02
Authenticity03
+ Make a case to use data your clients are already collecting to
personalize experiences.
+ If you are limited on data, use publicly available data to make ads
and experiences more relevant.
+ Make use of AI that exist in platforms that you are already using
today (Google, Facebook, SFMC, etc.).
+ Request an AI testing budget for 2019.
+ Think beyond the banner when planning for new campaigns.
+ Find authentic ways to stand out and be helpful.

75. THANK YOU
2019 TRENDS IMPACTING MEDIA