2018 PMX Agency Summit: Redefining the Media Landscape
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Today, we have the opportunity to provide customers with meaningful, personalized interactions through media – and use media to drive our most important business objectives. But with an increasingly complex landscape and changing consumer habits, new opportunities also create new challenges – particularly in how, and where to invest for the most impact. In the session, we’re breaking down the media landscape in 2018 – from Connected TV, to the importance of Live video, to the changing dynamics of Facebook and other social platforms. We looked at how to align paid and organic efforts in order to drive business goals, while ensuring that you’re meeting your customers in the places they’re most engaged.
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2018 PMX Agency Summit: Redefining the Media Landscape
- 1. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Redefining the Media Landscape
- 2. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Session Speakers Nicole Jennings SVP, Paid Media PMX Agency Jesse Math Director, Paid Social & Display PMX Agency Toni Box Group Director, Social & Content PMX Agency
- 3. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Today’s consumers are more empowered than ever before, but they are also skeptical.
- 4. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. They are gaining more control over their experiences
- 5. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Their Time Spent with Media is Changing
- 6. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Time Spent with Media – the Big Picture In 2017, US adults spent an average of 12 hours and 7 minutes with media per day, but growth in time spent is slowing…. Digital 5:50 Radio 1:26 TV 4:04 Print 0.25 Source: eMarketer, April 2017 Average Time Spent per day with Major Media by US Adults Mobile (nonvoice) 3:14 Desktop/laptop 3:14 Other connected devices 0:28 Other 0.25 Digital
- 7. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Time Spent with Media – Richer Experiences Through Multiple Devices According to Deloitte’s Global Mobile Consumer Study, TV-watching on mobile devices has increased by 92% and hour-long mobile streaming of film and TV content has gone up 41% in the past year Mobile is a new form of TV… Streaming Across Devices
- 8. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Time Spent with Media – Social Media But user growth is slowingSignificant time still spent on social… ‘11 ‘12 ‘13 ‘14 ‘15 ‘16 ‘17 ‘18 - Mediakix Average time spent per day on Social Media in 2017 40 minutes 35 minutes 25 minutes 15 minutes 1 minute Changes in 2018 “In 2018, we’re focused on making sure Facebook isn’t just fun to use, but also good for people’s well-being and for society.” – Mark Zuckerberg
- 9. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. When consumers are in control of their purchase journeys, every interaction matters.
- 10. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Redefining Consumer Experiences What We’re Seeing Today
- 11. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. The Rules are Being Redefined
- 12. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Consumers are connecting with brands in new and impactful ways 47% OF THE MILLENNIAL POPULATION IS CONSUMING TV CONTENT AND VIDEO ON STREAMING PLATFORMS 76% OF U.S. INTERNET USERS STREAMED A SHOW OR MOVIE ON A TV SCREEN eMarketer, October 2017
- 13. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. They’re still searching for the thing that makes them stand out And they’re finding it with great brand experiences
- 14. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. The Marketers are Winning! Positive experiences across touch points
- 15. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. The New Now Paid Organic Media Brand
- 16. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. This is One System Acquire Engage Convert
- 17. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Immersive Ad Experiences Facebook Canvas Ads The MOTBD took winter sports enthusiasts on an immersive journey of Big Sky Country. Potential visitors could tilt across panoramas of mountain-top powder and navigate through 360 skiing videos.
- 18. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Shop with Collections Cartier used a collection to promote a selection of fine jewelry for Valentine's Day. The creative featured an engaging video with gift ideas to inspire people to shop Cartier's Valentine's Day collection. Facebook Collections
- 19. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. Bringing Science & Statistics to Life
- 20. Copyright © 2018 PMX Agency, LLC. All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited. QUESTIONS?
Editor's Notes
- Consumers are in control. They have more say over their digital experiences than ever before. But they are also skeptical, and more demanding of their experiences with brands. With the incredible access to media they have today, there’s more noise than ever – breaking through that noise is much more challenging We face the challenge (and the opportunity) to be achieving significantly more relevance when we engage consumers in our brands and products.
- The industry has responded. Protecting consumers from bad experiences, and further empowering them to decide when and with who they want to be engaged by. (Facebook newsfeed changes, Apple’s iOS Update and Intelligent Tracking Prevention, Google’s Mute This Ad and Chrome Ad Blocker)
- Time spent with media is still on the rise, but possibly reaching a saturation point as we look beyond 2018. Total time spent with major media is expected to be just 0.3% higher this year than last. Obviously, it matters to advertisers exactly what medium a consumer is using, since they must say yay or nay to that medium in allotting their ad budgets. It therefore remains crucially important to know where consumers spend their media time—and how many spend how much time with any given medium. But advertisers may want to bear in mind that these distinctions are not necessarily paramount to their audiences.
- Trend driven by Millennial and Gen Z populations…. Whether “cord-cutters” or “cord-nevers,” they represent trillions in spending power and growth segments for businesses worldwide.
- Still significant time spent on social media apps….but changes are coming to the ecosystem as we’ve seen by Mark Zuckerberg’s announcement about changes to the Facebook algorithm that favor content from family and friends, and meaningful interactions….over content from brands/advertisers. This will force brands to rethink their strategy on not just Facebook, but their social content strategy overall…More on this later…
- Shift to Discussion Q&A/Discussion
- Jesse – Question 1: How are the rules being redefined today? 50th anniversary of album – redefined the rules…analogy to how media is changing and the rules for marketing to consumers are changing today
- Question 1 Continued: How are the rules being redefined today? Consumers are connecting in new and impactful ways…..shift to CTV – richer digital experiences that brands need to be taking advantage of….Stats….
- Question 2: Given all the choice, are consumers still brand loyal today? Young consumers, in particular, have always wanted to find the cool, niche, hot new thing, and that’s still the case today. They also still connect to the “timelessness” of brands Consumers are still looking for that thing that makes them stand out. That expresses their personal identities through a brand identity
- Question 3: What’s working with them? How are marketers winning the battle of connecting with them, and what standards do we need to hold ourselves to? The Marketers are Winning We can all be good marketers today - connecting with niche audiences and getting your product out is easier than ever, in a compelling and ongoing way. Part of this revolution is that there’s a lower barrier to entry. We need to be reaching beyond good…to great experiences across touch points. Experiences beyond “convert now!” Platforms are incentivized to create better experiences in their ecosystems – content that people connect with and care about Positive experiences = more time spent on their platform = more long term ad revenue
- Question 4: How is this “new reality” playing out, in terms of the ways teams think and operate? As a result…Team Dynamics are changing – Conversations changing, strategies evolving…. It’s no longer what’s my paid or what’s my organic strategy going to be? The question is “what’s my social content strategy going to be” Paid is working more closely with Organic to align in best practices for Creative and messaging excellence Speaking to Many Audiences Brand team is leaning more heavily on Media teams to get visibility in the newsfeed Having to work more closely together, whereas for a long time, these teams were working separately and had rules around silos, etc.
- Question 5: What do these experiences look like in the real world?
- Question 5 Continued… What do these experiences look like in the real world?
- Question 5 Continued… What do these experiences look like in the real world?
- Question 5 continued: What do these experiences look like in the real world?