Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

I’ve Got No Screens: Internet’s Screenless Future | SXSW 2018

2,427 views

Published on

SXSW 2018
I’ve Got No Screens: Internet’s Screenless Future
Christopher Ferrel
Digital Strategy Director
The Richards Group
Fairmont Congressional A
March 10, 2018
9:30 AM

What does the Internet look like without screens? We are about to find out. Within three years, 30 percent of all web-browsing sessions will be done without a screen. More than 10 million homes will possess screenless devices like Google Home and Amazon Echo. For some, screenless digital time will eclipse digital screen time. What’s a marketer to do? Join Chris Ferrel as he explores how brands can embrace the Screenless Internet.

Primary Entry: Platinum Badge, Interactive Badge
Secondary Entry: Music Badge, Film Badge
Format: Solo
Event Type: Session
Track: Brands & Marketing
Level: Intermediate
Tags: artificial intelligence, branding, design, digital voice assistants, voice-enables speakers, smart speakers
#screenlessfuture

Published in: Marketing

I’ve Got No Screens: Internet’s Screenless Future | SXSW 2018

  1. 1. I've Got No Screens: Internet's Screenless Future #screenlessfuture
  2. 2. SXSW 2018 I’ve Got No Screens: Internet’s Screenless Future Christopher Ferrel Digital Strategy Director The Richards Group Fairmont Congressional A March 10, 2018 9:30 AM
  3. 3. #screenlessfuture DIGITAL STRATEGYChris Ferrel
  4. 4. #screenlessfuture Sites Apps Social Video Emails Banners Search DIGITAL STRATEGYChris Ferrel
  5. 5. #screenlessfuture
  6. 6. #screenlessfuture Sites Apps Social Video Emails Banners Search DIGITAL STRATEGYChris Ferrel = screen = screen = screen = screen = screen = screen = screen
  7. 7. DIGITAL STRATEGYChris Ferrel
  8. 8. DIGITAL SCREEN STRATEGYChris Ferrel
  9. 9. DIGITAL SCREEN STRATEGYChris Ferrel
  10. 10. Think like a screenless digital marketer
  11. 11. Think like a screenless digital marketer Mobile-first → voice-first Screens → speakers Visual-web → audio-web Face-down → chin-up
  12. 12. Think like a screenless digital marketer Mobile-first → voice-first Screens → speakers Visual-web → audio-web Face-down → chin-up Don’t over-invest in the screen
  13. 13. Think like a screenless digital marketer Mobile-first → voice-first
  14. 14. PC Internet Mobile Internet ? Source: Benedict Evans / Andreessen Horowitz “Ten Year Futures," 2017 Today, “mobile-first” is our top priority #screenlessfuture Today
  15. 15. #screenlessfuture
  16. 16. #screenlessfuture So 2017
  17. 17. PC Internet Mobile Internet AI Source: Benedict Evans / Andreessen Horowitz “Ten Year Futures," 2017 Artificial Intelligence is the next S curve to consider #screenlessfuture Today
  18. 18. PC Internet Mobile Internet AI Screenless Internet is one subset of AI Screenless InternetVoice Movement EEG Definition: an Internet-based task that is accomplished without the use of a screen #screenlessfuture Task buttons
  19. 19. Source: Amazon #screenlessfuture
  20. 20. #screenlessfutureSource: Aivvy Q
  21. 21. #screenlessfuture
  22. 22. #screenlessfutureSource: GE Photo, GeekWire
  23. 23. Digital voice assistants Voice-enabled speakers #screenlessfuture Have you used one of these?
  24. 24. Digital voice assistants Voice-enabled speakers #screenlessfuture Have you used one of these?
  25. 25. Why now?
  26. 26. IBM Shoebox, 1961
  27. 27. Computer speech recognition Source: “Word Accuracy Rate” ACM (1987-2012), Google (2013-2017) Voice assistants: a story of accuracy #screenlessfuture 0% 25% 50% 75% 100% 1987 1992 1997 2002 2007 2012 2017 95% = threshold for human accuracy
  28. 28. #screenlessfuture 0% 25% 50% 75% 100% 1987 1992 1997 2002 2007 2012 2017 Voice breakthrough I: read speech Read speech 1000 word vocabulary Computer speech recognition Source: “Word Accuracy Rate” ACM (1987-2012), Google (2013-2017) 95% = threshold for human accuracy
  29. 29. Voice breakthrough II: conversational speech #screenlessfuture 0% 25% 50% 75% 100% 1987 1992 1997 2002 2007 2012 2017 Read speech 1000 word vocabulary Conversational speech Computer speech recognition Source: “Word Accuracy Rate” ACM (1987-2012), Google (2013-2017) 95% = threshold for human accuracy
  30. 30. Rick Rashid Microsoft, 2012
  31. 31. Also 2012 2012
  32. 32. Voice breakthrough III: machine learning #screenlessfuture 0% 25% 50% 75% 100% 1987 1992 1997 2002 2007 2012 2017 Conversational speech Machine learning Read speech 1000 word vocabulary Computer speech recognition Source: “Word Accuracy Rate” ACM (1987-2012), Google (2013-2017) 95% = threshold for human accuracy
  33. 33. #screenlessfuture
  34. 34. #screenlessfuture
  35. 35. Think like a screenless digital marketer Screens → speakers
  36. 36. Voice assistant vs smartphone users (worldwide) Source: Voicelabs, eMarketer 2014 = year one for modern voice assistants 0 500 1,000 1,500 2,000 Years after introduction (start dates: 2007 iPhone launch vs 2014 Amazon Echo / hands-free Siri) 1 2 3 4 5 6 7 8 #screenlessfuture Smartphones Digital Voice Assistants 2014 2007 iPhone release Amazon Echo releaseHands-free Siri release +
  37. 37. Voice is outpacing early smartphone years Voice assistant vs smartphone users (worldwide) Source: Voicelabs, eMarketer 0 500 1,000 1,500 2,000 Years after introduction (start dates: 2007 iPhone launch vs 2014 Amazon Echo / hands-free Siri) 1 2 3 4 5 6 7 8 #screenlessfuture Smartphones Digital Voice Assistants 2017 2010
  38. 38. Voice will continue to outpace Voice assistant vs smartphone users (worldwide) Source: Voicelabs, eMarketer 0 500 1,000 1,500 2,000 Years after introduction (start dates: 2007 iPhone launch vs 2014 Amazon Echo / hands-free Siri) 1 2 3 4 5 6 7 8 #screenlessfuture Digital Voice Assistants 2021 Smartphones 2014
  39. 39. The early arms race favors Amazon Alexa Digital voice assistant users, US Source: eMarketer (2017) Amazon Echo users Google Home users Other voice-enabled speaker users All other voice-enabled digital assistant users 0 7,500,000 15,000,000 22,500,000 30,000,000 #screenlessfuture
  40. 40. But the arms race in voice has just begun #screenlessfuture
  41. 41. Who’s driving this adoption?
  42. 42. Digital voice assistants emotion analysis 44% joy, 27% anger Source: Crimson Hexagon, 71.1M social mentions (2014-2018) 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Joy Anger #screenlessfuture
  43. 43. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Digital voice assistants emotion analysis 44% joy Source: Crimson Hexagon, 71.1M social mentions (2014-2018) #screenlessfuture
  44. 44. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Digital voice assistants emotion analysis 44% joy Source: Crimson Hexagon, 71.1M social mentions (2014-2018) #screenlessfuture
  45. 45. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Digital voice assistants emotion analysis 44% joy Source: Crimson Hexagon, 71.1M social mentions (2014-2018) #screenlessfuture
  46. 46. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Digital voice assistants emotion analysis 44% joy Source: Crimson Hexagon, 71.1M social mentions (2014-2018) #screenlessfuture
  47. 47. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Digital voice assistants emotion analysis 44% joy Source: Crimson Hexagon, 71.1M social mentions (2014-2018) #screenlessfuture
  48. 48. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Digital voice assistants emotion analysis 44% joy Source: Crimson Hexagon, 71.1M social mentions (2014-2018) #screenlessfuture
  49. 49. Source: NBC
  50. 50. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Digital voice assistants emotion analysis 44% joy Source: Crimson Hexagon, 71.1M social mentions (2014-2018) #screenlessfuture
  51. 51. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Digital voice assistants emotion analysis 44% joy Source: Crimson Hexagon, 71.1M social mentions (2014-2018) #screenlessfuture
  52. 52. Voice skews older than most new tech Digital voice assistant age distribution Source: Google Data as of 3/7/2018, includes Google-defined lifestyle, psychographic, and behavioral audiences* 0% 10% 20% 30% 40% 18-24 25-34 35-44 45-54 55-64 65+ #screenlessfuture Digital Voice Assistants Early Tech Adopters *Audience defined as people in the US interested in Amazon Echo, Google Home, Cortana or Siri compared to people in the US interested in Augmented Reality, Virtual Reality, Internet of Things or Wearable Technology.
  53. 53. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Digital voice assistants emotion analysis 44% joy Source: Crimson Hexagon, 71.1M social mentions (2014-2018) #screenlessfuture
  54. 54. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Digital voice assistants emotion analysis 44% joy Source: Crimson Hexagon, 71.1M social mentions (2014-2018) #screenlessfuture
  55. 55. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Digital voice assistants emotion analysis 44% joy Source: Crimson Hexagon, 71.1M social mentions (2014-2018) #screenlessfuture
  56. 56. Source: CNET #screenlessfuture
  57. 57. Source: CNET #screenlessfuture
  58. 58. Source: CNET #screenlessfuture
  59. 59. Source: CNET #screenlessfuture
  60. 60. Source: CNET #screenlessfuture
  61. 61. Source: CNET #screenlessfuture
  62. 62. Source: CNET #screenlessfuture
  63. 63. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Anger #screenlessfuture Digital voice assistants emotion analysis 27% anger Source: Crimson Hexagon, 71.1M social mentions (2014-2018)
  64. 64. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Anger #screenlessfuture Digital voice assistants emotion analysis 27% anger Source: Crimson Hexagon, 71.1M social mentions (2014-2018)
  65. 65. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Anger #screenlessfuture Digital voice assistants emotion analysis 27% anger Source: Crimson Hexagon, 71.1M social mentions (2014-2018)
  66. 66. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Anger #screenlessfuture Digital voice assistants emotion analysis 27% anger Source: Crimson Hexagon, 71.1M social mentions (2014-2018)
  67. 67. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Anger #screenlessfuture Digital voice assistants emotion analysis 27% anger Source: Crimson Hexagon, 71.1M social mentions (2014-2018)
  68. 68. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Anger #screenlessfuture Digital voice assistants emotion analysis 27% anger Source: Crimson Hexagon, 71.1M social mentions (2014-2018)
  69. 69. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Anger #screenlessfuture Digital voice assistants emotion analysis 27% anger Source: Crimson Hexagon, 71.1M social mentions (2014-2018)
  70. 70. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Anger #screenlessfuture Digital voice assistants emotion analysis 27% anger Source: Crimson Hexagon, 71.1M social mentions (2014-2018)
  71. 71. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Anger #screenlessfuture Digital voice assistants emotion analysis 27% anger Source: Crimson Hexagon, 71.1M social mentions (2014-2018)
  72. 72. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Anger #screenlessfuture Digital voice assistants emotion analysis 27% anger Source: Crimson Hexagon, 71.1M social mentions (2014-2018)
  73. 73. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Anger #screenlessfuture Digital voice assistants emotion analysis 27% anger Source: Crimson Hexagon, 71.1M social mentions (2014-2018)
  74. 74. 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Anger #screenlessfuture Digital voice assistants emotion analysis 27% anger Source: Crimson Hexagon, 71.1M social mentions (2014-2018)
  75. 75. Voice still has a ways to go #screenlessfuture
  76. 76. Voice today = feature phones of early 00s = #screenlessfuture
  77. 77. Think like a screenless digital marketer Visual-web → audio-web #screenlessfuture
  78. 78. #screenlessfuture
  79. 79. % of respondents Digital Areas that Are Top Priorities in 2018 According to Client-Side Marketers Worldwide Social media engagement 26% Content marketing 25% Targeting and personalization 24% Customer journey management 23% Video content 22% Brand building/viral marketing 21% Multichannel campaign management 16% Content management 16% Marketing automation 16% % of respondents Digital Areas that Are Top Priorities in 2018 According to Client-Side Marketers Worldwide Social media engagement 26% Content marketing 25% Targeting and personalization 24% Customer journey management 23% Video content 22% Brand building/viral marketing 21% Multichannel campaign management 16% Content management 16% Marketing automation 16% Programmatic buying/optimization 4% Voice interfaces 2% None of the above 4% Note: n=4,123 Source: Econsultancy and Adobe, "Digital Intelligence Briefing: 2018 Digital Trends," Feb 13, 2018 235511 www.eMarketer.com Only 2% of marketers rank voice as a priority in 2018 Voice interfaces None of the above Note: n=4,123 Source: Econsultancy and Adobe, "Digital Intelligenc Trends," Feb 13, 2018 235511 #screenlessfuture
  80. 80. Marketing automation 16% Conversion rate optimization 14% Search engine marketing 12% Mobile optimization 12% Mobile app engagement 11% Social media analytics 10% Joining up online and online data 9% Customer scoring and predictive marketing 8% Real-time marketing 6% Programmatic buying/optimization 4% Voice interfaces 2% None of the above 4% Note: n=4,123 Source: Econsultancy and Adobe, "Digital Intelligence Briefing: 2018 Digital Trends," Feb 13, 2018 235511 www.eMarketer.com % of respondents Digital Areas that Are Top Priorities in 2018 According to Client-Side Marketers Worldwide Social media engagement 26% Content marketing 25% Targeting and personalization 24% Customer journey management 23% Video content 22% Brand building/viral marketing 21% Multichannel campaign management 16% Content management 16% Marketing automation 16% Programmatic buying/optimization 4% Voice interfaces 2% None of the above 4% Note: n=4,123 Source: Econsultancy and Adobe, "Digital Intelligence Briefing: 2018 Digital Trends," Feb 13, 2018 235511 www.eMarketer.com Only 2% of marketers rank voice as a priority in 2018 #screenlessfuture Voice interfaces None of the above Note: n=4,123 Source: Econsultancy and Adobe, "Digital Intelligenc Trends," Feb 13, 2018 235511
  81. 81. “The screens of the future will increasingly be speakers.” - Joy Howard, Sonos CMO #screenlessfuture
  82. 82. Source: Her (film), Warner Bros. 2013
  83. 83. What will screenless digital marketers do about it? #screenlessfuture
  84. 84. What will screenless digital marketers do about it? 5 not-so-bold predictions #screenlessfuture
  85. 85. Not-so-bold screenless prediction 1 of 5 Your brand voice, tone, and personality will be put under a microscope #screenlessfuture
  86. 86. “We cannot separate having a conversation from thinking about whom we are having that conversation with.” - Oren Jacob, PullString CEO #screenlessfuture
  87. 87. #screenlessfuture
  88. 88. #screenlessfuture Susan Bennett, voice of Siri
  89. 89. “The Internet”
  90. 90. Visual-web: how your brand looks Voice-web: how your brand looks at the world #screenlessfuture
  91. 91. Not-so-bold screenless prediction 2 of 5 Customer service will be complemented by voice assistants (and customers will actually find it useful) #screenlessfuture
  92. 92. #screenlessfuture
  93. 93. Not-so-bold screenless prediction 3 of 5 Websites will adapt to voice search #screenlessfuture
  94. 94. Voice searches are often longer than text searches #screenlessfuture
  95. 95. Not-so-bold screenless prediction 4 of 5 If you sell products online, you’ll sell your product through voice #screenlessfuture
  96. 96. #screenlessfuture
  97. 97. Not-so-bold screenless prediction 5 of 5 Voice search ads will be as common as text search ads #screenlessfuture
  98. 98. #screenlessfuture
  99. 99. #screenlessfuture
  100. 100. What will screenless digital marketers do about it? 5 bolder predictions #screenlessfuture
  101. 101. Bolder screenless prediction 1 of 5 Voice assistant platforms will monetize conversation data #screenlessfuture
  102. 102. #screenlessfuture “Hey Google, what’s the name of that dish Ashley loved from the first night of our honeymoon at Chef Mavro’s?”
  103. 103. #screenlessfuture “She loved the Lilikoi Malasadas. Wolf Appliance has a recipe for this, would you like me to read it?”
  104. 104. Bolder screenless prediction 2 of 5 Radio ads will find new life in audio pre-roll and post-roll #screenlessfuture
  105. 105. #screenlessfuture
  106. 106. #screenlessfuture
  107. 107. #screenlessfuture
  108. 108. Bolder screenless prediction 3 of 5 “Should I build a voice app?” is new version of 2007’s question: “should I build a mobile app?” #screenlessfuture
  109. 109. #screenlessfuture
  110. 110. #screenlessfuture
  111. 111. #screenlessfuture
  112. 112. #screenlessfuture
  113. 113. #screenlessfuture
  114. 114. #screenlessfuture
  115. 115. What need would your voice app serve? #screenlessfuture
  116. 116. Bolder screenless prediction 4 of 5 Voice-first developers and publishers will become key partners for marketers #screenlessfuture
  117. 117. #screenlessfuture
  118. 118. #screenlessfuture
  119. 119. #screenlessfuture
  120. 120. #screenlessfuture
  121. 121. Bolder screenless prediction 5 of 5 The best marketers won’t silo voice, they’ll integrate it into everything they do #screenlessfuture
  122. 122. Think like a screenless digital marketer Face-down → chin-up #screenlessfuture
  123. 123. #screenlessfuture
  124. 124. Source: IDEO
  125. 125. Source: IDEO
  126. 126. If you think “going forward” it will move forward. If you want it to move to the right or to the left, it will move from the left or right.
  127. 127. #screenlessfuture
  128. 128. One last thought #screenlessfuture
  129. 129. "Culture eats strategy.” - Peter Drucker #screenlessfuture
  130. 130. Think like a screenless digital marketer Mobile-first → voice-first Screens → speakers Visual-web → audio-web Face-down → chin-up Don’t over-invest in the screen #screenlessfuture
  131. 131. Thank you
  132. 132. I've Got No Screens: Internet's Screenless Future #screenlessfuture

×