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eMarketer Webinar: Key Digital Trends for 2017

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Is your business ready for 2017? How much do you really know about the key challenges that you’ll face next year? Join us for a special webinar where we discuss the key trends we expect to happen—and not happen—in the coming year. This is our seventh annual “Key Trends” webinar, and it promises to be a free-wheeling, data-packed conversation that will cover: millennials and ad blocking; AI; mobile app usage; live video; the emergence of Gen Z and much more!

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eMarketer Webinar: Key Digital Trends for 2017

  1. 1. © 2016 eMarketer Inc. Key Digital Trends for 2017 A Glance Back at 2016, A Look Ahead to 2017 December 2016 Ezra Palmer Content Chief Cathy Boyle Principal Analyst Lauren Fisher Senior Analyst
  2. 2. © 2016 eMarketer Inc. How Have Our Predictions Held Up?
  3. 3. © 2016 eMarketer Inc. #1: US digital ad spending won’t surpass TV ad spending (Not in 2016, anyway)
  4. 4. © 2016 eMarketer Inc.
  5. 5. © 2016 eMarketer Inc. 2014 2015 2016 2017 $72.7 B $67.1 B US Ad Spending, September 2015 Source: eMarketer, Sep 2015 #eMwebinar
  6. 6. © 2016 eMarketer Inc. $71.3 B US Ad Spending, September 2016 #eMwebinar
  7. 7. © 2016 eMarketer Inc. What’s behind the accelerated crossover and what does it mean for the future of advertising? Ezra Lauren #eMwebinar
  8. 8. © 2016 eMarketer Inc. Google and Facebook success, tech advances and mobile shift are key contributors 2016: $29.6B ^ 19.8% 40.9% 2017: $33.9B ^ 14.8% 41.3% 2016: $11.9B ^ 48.6% 16.6% 2017: $15.2B ^ 27.3% 18.3% US Net Digital Ad Revenues Precise targeting Better measurement Shift to mobile Source: eMarketer, Sep 2016 #eMwebinar
  9. 9. © 2016 eMarketer Inc. A few additional reasons: growth in programmatic and digital video spending $25.2B $31.9B $37.9B US Programmatic Digital Display Ad Spending US Digital Video Ad Spending $10.3B $12.6B $14.4B Source: eMarketer, Sep 2016 #eMwebinar
  10. 10. © 2016 eMarketer Inc. #2: The voice of the consumer will be heard We’re talking about consumers’ actual voices #eMwebinar
  11. 11. © 2016 eMarketer Inc. Search and native social pages will drive voice activity growth Volume from search will rise more than 15%, and the volume from social will nearly double #eMwebinar
  12. 12. © 2016 eMarketer Inc. #eMwebinar
  13. 13. © 2016 eMarketer Inc. Are voice-based interfaces the next mobile frontier for marketers and advertisers? CathyEzra #eMwebinar
  14. 14. © 2016 eMarketer Inc. 31% YOY Growth 2015 to 2016 The volume of inbound calls to businesses from mobile devices is growing at double-digit rates Source: BIA/Kelsey, July 2016 #eMwebinar
  15. 15. © 2016 eMarketer Inc. 86 billion Marketers need to be prepared for a heavier volume of inbound calls, now and going forward But ... BIA/Kelsey did adjust its 2016 projection downward #eMwebinar
  16. 16. © 2016 eMarketer Inc. $1 Trillion Still, inbound calls from mobile phones will influence roughly one-third of in-store sales Source: BIA/Kelsey, July 2016 In-store retail spending influenced by inbound calls from mobile users in the US #eMwebinar
  17. 17. © 2016 eMarketer Inc. Voice-initiated search queries make up 20% of all queries made through Google’s mobile app 1 in 5 The number of searches initiated by voice Source: Google, Sep 2016 #eMwebinar
  18. 18. © 2016 eMarketer Inc. 2% The number of households with voice-activated assistant devices in 2016 Source: Strategy Analytics, Aug 2016 1.8 million voice-activated assistant devices are projected to be sold in the US this year Most will be Amazon Echo #eMwebinar
  19. 19. © 2016 eMarketer Inc. #3: Mobile payments will take off In 2016, the divide between digital and physical commerce will be bridged further #eMwebinar
  20. 20. © 2016 eMarketer Inc. US Mobile Payment Users 2014 2015 2016 2017 23.2 M 50.2 M 37.5 M 16.4 M Source: eMarketer, Oct 2015 #eMwebinar
  21. 21. © 2016 eMarketer Inc. Average Annual Spend per US Mobile Payment User 2014 2015 2016 2017 $375 $1,231 $721 $224 Source: eMarketer, Oct 2015 #eMwebinar
  22. 22. © 2016 eMarketer Inc. Annual Mobile Payments Transaction Value 2014 2015 2016 2017 $8.7 B $61.8 B $27.1 B $3.7 B Source: eMarketer, Oct 2015 #eMwebinar
  23. 23. © 2016 eMarketer Inc. Is there still a case for rapid US mobile payments growth or are expectations tempered? Ezra Lauren #eMwebinar
  24. 24. © 2016 eMarketer Inc. Two data points, of many, that point to growth: Other sources see increased penetration High interest among younger consumers #eMwebinar
  25. 25. © 2016 eMarketer Inc. #4: Facebook will become nearly entirely mobile More than three-quarters of Q3 2015 ad revenue was mobile #eMwebinar
  26. 26. © 2016 eMarketer Inc. US Facebook users who access the social network exclusively via desktop or laptop will number less than 14 million in 2016 #eMwebinar
  27. 27. © 2016 eMarketer Inc. Will Facebook’s mobile growth—in both users and ad revenue—hit a ceiling this year? CathyEzra #eMwebinar
  28. 28. © 2016 eMarketer Inc. There’s still room for growth in the number of mobile Facebook users Source: eMarketer, Aug 2016 86% of Facebook users will access the platform from a mobile phone 2016 90% of Facebook users will access the platform from a mobile phone 2018 #eMwebinar
  29. 29. © 2016 eMarketer Inc. The story is similar on the advertising front— there’s still room for growth on the mobile side 85% of Facebook’s US ad revenue will come from mobile ads 2016 90% of Facebook’s US ad revenue will come from mobile ads 2018 Source: eMarketer, Sep 2016 #eMwebinar
  30. 30. © 2016 eMarketer Inc. #5: Facebook won’t kill YouTube Different platforms, different solutions for marketers #eMwebinar
  31. 31. © 2016 eMarketer Inc. YouTube US Ad Revenues, 2015–2019 2015 2016 2017 2018 $2.2 B $2.9 B $3.4 B $3.9 B Source: eMarketer, Sep 2016 #eMwebinar
  32. 32. © 2016 eMarketer Inc. Facebook’s video penetration has reached competitive levels in less than two years #eMwebinar
  33. 33. © 2016 eMarketer Inc. How much of a threat to YouTube is Facebook’s progress with scaling digital video? CathyEzra #eMwebinar
  34. 34. © 2016 eMarketer Inc. More US internet users turn to YouTube for video viewing than Facebook #eMwebinar
  35. 35. © 2016 eMarketer Inc. YouTube has proven to be a reliable platform for delivering a positive return on investment #eMwebinar
  36. 36. © 2016 eMarketer Inc. A battle is being waged over the live video viewing audience— Facebook and YouTube are tied #eMwebinar
  37. 37. © 2016 eMarketer Inc. #6: Young people won’t abandon Facebook in droves Still not true #eMwebinar
  38. 38. © 2016 eMarketer Inc. Is Snapchat making a dent in Facebook usage among teens and millennials? Ezra Lauren #eMwebinar
  39. 39. © 2016 eMarketer Inc. Facebook and Instagram remain dominant social media platforms for millennials, but Snapchat is growing in popularity #eMwebinar
  40. 40. © 2016 eMarketer Inc. #7: Ad blocking won’t get solved in 2016 The problems of ad blocking and ad avoidance will persist #eMwebinar
  41. 41. © 2016 eMarketer Inc. #eMwebinar
  42. 42. © 2016 eMarketer Inc. Ad blocking hasn’t been solved, but what progress has been made? CathyEzra Lauren #eMwebinar
  43. 43. © 2016 eMarketer Inc. Ad blocking penetration rates in US and UK will slow in 2017, but still see double-digit growth Ad Blocking Penetration Among Internet Users Source: eMarketer, April 2016, June 2016 #eMwebinar
  44. 44. © 2016 eMarketer Inc. Publishers are making progress with ad blocking in multiple ways 1. Passively reviewing ad blocking activity to better quantify its effects on revenues and audiences 2. Preventing users who employ ad blockers from accessing their content 3. Circumventing the ad blockers and serving ads anyway 4. Detecting ad blockers and giving consumers options #eMwebinar
  45. 45. © 2016 eMarketer Inc. Stay Tuned for Our Predictions for 2017!
  46. 46. 2017 Trends: The Future of Digital Marketing Charm Bianchini Sr. Director of Marketing Marketo @charmbianchini
  47. 47. Marketo | © Marketo, Inc. Trend 1: Technology Marketers will leverage marketing technology more than ever before to scale and guide their customers at exactly the right place and the right time
  48. 48. Marketo | © Marketo, Inc. Trend 2: Personalization Marketers will improve their level of personalization and move from basic targeting to advanced, orchestrated customer experiences across channels
  49. 49. Marketo | © Marketo, Inc. Trend 3: Account focus Marketers will continue to shift from lead-centric to account-specific insights to penetrate companies within their sweet spot
  50. 50. Thank You Charm Bianchini Sr. Director of Marketing Marketo @charmbianchini
  51. 51. © 2016 eMarketer Inc. Our Predictions for 2017
  52. 52. © 2016 eMarketer Inc. #1: Artificial Intelligence Our prediction: AI will not put marketers out of work. (At least not in 2017)
  53. 53. © 2016 eMarketer Inc. #2: Papering Over Privacy Our prediction: Internet users still won’t change their behaviors despite hacking scares
  54. 54. © 2016 eMarketer Inc. #3: Live Digital Video Will Clear a Huge Hurdle Our prediction: Sometime in 2017, a live video stream will win a primetime-sized audience
  55. 55. © 2016 eMarketer Inc. #4: Chatbot Reality Check Our prediction: Chatbots in 2017? All talk and no action
  56. 56. © 2016 eMarketer Inc. #5: Truly, Mobile, Deeply Our prediction: 2017 will be the year of “authentically mobile” experiences
  57. 57. © 2016 eMarketer Inc. #6: Food for Thought Our prediction: Online grocery shopping will jump in 2017. And brick-and-mortar stores will play a starring role
  58. 58. © 2016 eMarketer Inc. #7: Attribution Arises Our prediction: Marketers will make the move to more complex forms of attribution modeling in 2017
  59. 59. © 2016 eMarketer Inc. #8: The Medium Is the Message Our prediction: 2017 will be the tipping point for mobile messaging. More than half of mobile users will use messaging apps
  60. 60. © 2016 eMarketer Inc. #9: Fluent in Influencing Our prediction: Influencers will take a significant chunk of the ad market in 2017
  61. 61. © 2016 eMarketer Inc. #10: Let the Games Begin Our prediction: Virtual Reality won’t be a significant marketing channel until hardware becomes more widespread
  62. 62. © 2016 eMarketer Inc. The Predictions for 2017  AI will not put marketers out of work. (At least not in 2017.)  Internet users still won’t change their behaviors despite hacking scares.  Sometime in 2017, a live video stream will win a primetime-sized audience.  Chatbots in 2017? All talk and no action.  2017 will be the year of “authentically mobile” experiences.  Online grocery shopping will jump in 2017. Brick-and-mortar stores will play a starring role.  Marketers will shift to more complex forms of attribution.  2017 will be the tipping point for mobile messaging.  Influencers will take a big chunk of the ad market in 2017.  VR won’t be a significant marketing channel until hardware becomes more widespread.

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