Monday, April 7, 14
Following the Elusive, Fragmented,
Always-On Consumer in a
Disrupted, Mobile, Real-Time World
April 7, 2014
Presented by
G...
Smartphone
Users
50% of
population
Mobile Users
80% of population
Digital
Video Viewers
75% of population
(comScore)
©2013...
Fragmentation happens on
television, too––especially with
divided attention spans!
Monday, April 7, 14
Fragmentation happens on
television, too––especially with
divided attention spans!
Monday, April 7, 14
Fragmentation happens on
television, too––especially with
divided attention spans!
Roughly half of
Canadian consumers
simu...
Fragmentation happens on
television, too––especially with
divided attention spans!
35% of mobile users
in Canada use their...
Monday, April 7, 14
II. How Are Marketers
Keeping Up with the
Connected Consumer?
Monday, April 7, 14
Step One:
Admit if you
have a
problem.
Monday, April 7, 14
Step One:
Admit if you
have a
problem.
Monday, April 7, 14
Step One:
Admit if you
have a
problem.
Monday, April 7, 14
Step One:
Admit if you
have a
problem.
43%
“Poorly
Integrated”
Monday, April 7, 14
Step One:
Admit if you
have a
problem.
43%
“Poorly
Integrated”
46%
“Improving”
Monday, April 7, 14
It’s tough for Canadian marketers as well...
Monday, April 7, 14
It’s tough for Canadian marketers as well...
#1
Monday, April 7, 14
Monday, April 7, 14
Step Two:
Realize that Circuitous
Is the New Linear in
Marketing
Monday, April 7, 14
Move to the more dynamic “Consumer
Journey” model
Monday, April 7, 14
Move to the more dynamic “Consumer
Journey” model
Monday, April 7, 14
Step Three:
Get on top of the data
Harvest cross-screen identities
by tapping into the streams of
data emanating from mobi...
Step Three:
Get on top of the data
Harvest cross-screen identities
by tapping into the streams of
data emanating from mobi...
Step Four: Fight multi-tasking behavior
with multi-channel marketing
©2013 eMarketer Inc.
Monday, April 7, 14
Step Four: Fight multi-tasking behavior
with multi-channel marketing
©2013 eMarketer Inc.
Monday, April 7, 14
The goal is to present consistent messaging and offer
availability across every channel, so consumers get a
seamless exper...
The goal is to present consistent messaging and offer
availability across every channel, so consumers get a
seamless exper...
The Speed/Quality Matrix for Creative
involves trade-offs
Q
U
A
L
I
T
Y
High
SPEED
Low
Slow Fast
Monday, April 7, 14
The Speed/Quality Matrix for Creative
involves trade-offs
Q
U
A
L
I
T
Y
High
SPEED
Low
Slow Fast
Traditional
ad creative
t...
The Speed/Quality Matrix for Creative
involves trade-offs
Q
U
A
L
I
T
Y
High
SPEED
Low
Slow Fast
Traditional
ad creative
t...
The Speed/Quality Matrix for Creative
involves trade-offs
Q
U
A
L
I
T
Y
High
SPEED
Low
Slow Fast
Traditional
ad creative
t...
The Speed/Quality Matrix for Creative
involves trade-offs
Q
U
A
L
I
T
Y
High
SPEED
Low
Slow Fast
Traditional
ad creative
t...
The Speed/Quality Matrix for Creative
involves trade-offs
Q
U
A
L
I
T
Y
High
SPEED
Low
Slow Fast
Traditional
ad creative
t...
Set an Engagement Level
Trigger PointENGAGEMENT
RATE
Time
Trigger
Point
0
Monday, April 7, 14
Set an Engagement Level
Trigger PointENGAGEMENT
RATE
Time
Trigger
Point
0
Monday, April 7, 14
Set an Engagement Level
Trigger PointENGAGEMENT
RATE
Time
Trigger
Point
0
Monday, April 7, 14
Set an Engagement Level
Trigger PointENGAGEMENT
RATE
Time
Trigger
Point
0
Boost media spend
behind activity
Monday, April ...
Set an Engagement Level
Trigger PointENGAGEMENT
RATE
Time
Trigger
Point
0
Boost media spend
behind activity
Monday, April ...
Source: Econsultancy and Adobe, Jan, 2014
As a marketer, make Content Marketing
a #1 priority
Monday, April 7, 14
Source: Econsultancy and Adobe, Jan, 2014
As a marketer, make Content Marketing
a #1 priority
0%
15%
30%
45%
22%
23%
26%
4...
Source: Econsultancy and Adobe, Jan, 2014
As a marketer, make Content Marketing
a #1 priority
0%
15%
30%
45%
22%
23%
26%
4...
Instead of “hunting,” think of
“fishing” for the consumer...
Magnetic
Content
Monday, April 7, 14
Instead of “hunting,” think of
“fishing” for the consumer...
Magnetic
Content
Monday, April 7, 14
Instead of “hunting,” think of
“fishing” for the consumer...
Magnetic
Content
Monday, April 7, 14
Instead of “hunting,” think of
“fishing” for the consumer...
Magnetic
Content
Monday, April 7, 14
First, master the mobile
mindset:
Monday, April 7, 14
First, master the mobile
mindset:
1. Shifts the power even more towards the
consumer;
Monday, April 7, 14
First, master the mobile
mindset:
1. Shifts the power even more towards the
consumer;
2. Erases the gap between the physic...
First, master the mobile
mindset:
Monday, April 7, 14
Combining in-store mapping with real-time mobile
messaging to detect and react to shoppers’
intentions while they’re in th...
Combining in-store mapping with real-time mobile
messaging to detect and react to shoppers’
intentions while they’re in th...
Double-digit growth for digital this year
Monday, April 7, 14
Digital ad spending as a % of total ad
spending
UK
US
Canada
WW
Germany
0% 10% 20% 30% 40% 50%
23.0%
25.3%
26.1%
27.9%
43....
Digital ad spending as a % of total ad
spending
UK
US
Canada
WW
Germany
0% 10% 20% 30% 40% 50%
23.0%
25.3%
26.1%
27.9%
43....
Digital ad spending as a % of total ad
spending
UK
US
Canada
WW
Germany
0% 10% 20% 30% 40% 50%
23.0%
25.3%
26.1%
27.9%
43....
Canada is in the 2nd tier along with UK,
Germany, France, etc
2013
*IDC (3%); Accordant Media (4%), 2013;
**Exchange Lab, ...
Canada is in the 2nd tier along with UK,
Germany, France, etc
2013
*IDC (3%); Accordant Media (4%), 2013;
**Exchange Lab, ...
Canada is in the 2nd tier along with UK,
Germany, France, etc
2013
*IDC (3%); Accordant Media (4%), 2013;
**Exchange Lab, ...
Canada is in the 2nd tier along with UK,
Germany, France, etc
2013
Roughly 12+ months
behind the US
*IDC (3%); Accordant M...
Canada is in the 2nd tier along with UK,
Germany, France, etc
2013
*IDC (3%); Accordant Media (4%), 2013;
**Exchange Lab, ...
What’s growing fastest within digital in
Canada?
Spending growth rate in 2014
Source: eMarketer, 2014
Monday, April 7, 14
What’s growing fastest within digital in
Canada?
Spending growth rate in 2014
+23%
Source: eMarketer, 2014
Monday, April 7...
What’s growing fastest within digital in
Canada?
Spending growth rate in 2014
+23% +52%
Source: eMarketer, 2014
Monday, Ap...
What’s growing fastest within digital in
Canada?
Spending growth rate in 2014
+67%+23% +52%
Source: eMarketer, 2014
Monday...
What’s growing fastest within digital in
Canada?
Spending growth rate in 2014
+67%+23% +52%
Source: eMarketer, 2014
Monday...
What’s hottest?
Monday, April 7, 14
What’s hottest?
Monday, April 7, 14
Geoffrey Ramsey
Chairman, Co-Founder
geoff@emarketer.com
@geofframsey
#iMediaSummit
Monday, April 7, 14
Geoffrey Ramsey
Chairman, Co-Founder
geoff@emarketer.com
@geofframsey
#iMediaSummit
Monday, April 7, 14
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Kickoff Presentation: "Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile, Real-Time World"

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Kickoff Presentation: "Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile, Real-Time World"

  1. 1. Monday, April 7, 14
  2. 2. Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile, Real-Time World April 7, 2014 Presented by Geoffrey Ramsey Chairman, Founder @geofframsey Monday, April 7, 14
  3. 3. Smartphone Users 50% of population Mobile Users 80% of population Digital Video Viewers 75% of population (comScore) ©2013 eMarketer Inc. Source: eMarketer 2014 Social Users 53% of population Tablet Users 31% of population (Media Technology Monitor) There is a huge amount of audience fragmentation even within digital channels Monday, April 7, 14
  4. 4. Fragmentation happens on television, too––especially with divided attention spans! Monday, April 7, 14
  5. 5. Fragmentation happens on television, too––especially with divided attention spans! Monday, April 7, 14
  6. 6. Fragmentation happens on television, too––especially with divided attention spans! Roughly half of Canadian consumers simultaneously watch TV and use the Internet ––TVB Canada, 2013; MTM Monday, April 7, 14
  7. 7. Fragmentation happens on television, too––especially with divided attention spans! 35% of mobile users in Canada use their smartphone or tablet while watching TV to search for information about shows ––Rogers, 2013 Monday, April 7, 14
  8. 8. Monday, April 7, 14
  9. 9. II. How Are Marketers Keeping Up with the Connected Consumer? Monday, April 7, 14
  10. 10. Step One: Admit if you have a problem. Monday, April 7, 14
  11. 11. Step One: Admit if you have a problem. Monday, April 7, 14
  12. 12. Step One: Admit if you have a problem. Monday, April 7, 14
  13. 13. Step One: Admit if you have a problem. 43% “Poorly Integrated” Monday, April 7, 14
  14. 14. Step One: Admit if you have a problem. 43% “Poorly Integrated” 46% “Improving” Monday, April 7, 14
  15. 15. It’s tough for Canadian marketers as well... Monday, April 7, 14
  16. 16. It’s tough for Canadian marketers as well... #1 Monday, April 7, 14
  17. 17. Monday, April 7, 14
  18. 18. Step Two: Realize that Circuitous Is the New Linear in Marketing Monday, April 7, 14
  19. 19. Move to the more dynamic “Consumer Journey” model Monday, April 7, 14
  20. 20. Move to the more dynamic “Consumer Journey” model Monday, April 7, 14
  21. 21. Step Three: Get on top of the data Harvest cross-screen identities by tapping into the streams of data emanating from mobile, social and video activities ©2013 eMarketer Inc. Monday, April 7, 14
  22. 22. Step Three: Get on top of the data Harvest cross-screen identities by tapping into the streams of data emanating from mobile, social and video activities Think of it as an antidote to fragmentation! ©2013 eMarketer Inc. Monday, April 7, 14
  23. 23. Step Four: Fight multi-tasking behavior with multi-channel marketing ©2013 eMarketer Inc. Monday, April 7, 14
  24. 24. Step Four: Fight multi-tasking behavior with multi-channel marketing ©2013 eMarketer Inc. Monday, April 7, 14
  25. 25. The goal is to present consistent messaging and offer availability across every channel, so consumers get a seamless experience and have multiple options in terms of their entry point into the purchase process. Step Four: Fight multi-tasking behavior with multi-channel marketing ©2013 eMarketer Inc. Monday, April 7, 14
  26. 26. The goal is to present consistent messaging and offer availability across every channel, so consumers get a seamless experience and have multiple options in terms of their entry point into the purchase process. Step Four: Fight multi-tasking behavior with multi-channel marketing ©2013 eMarketer Inc. Smart use of data––across platforms–– will be the only way to keep up with rising consumer expectations. Monday, April 7, 14
  27. 27. The Speed/Quality Matrix for Creative involves trade-offs Q U A L I T Y High SPEED Low Slow Fast Monday, April 7, 14
  28. 28. The Speed/Quality Matrix for Creative involves trade-offs Q U A L I T Y High SPEED Low Slow Fast Traditional ad creative today Monday, April 7, 14
  29. 29. The Speed/Quality Matrix for Creative involves trade-offs Q U A L I T Y High SPEED Low Slow Fast Traditional ad creative today rapide merde Monday, April 7, 14
  30. 30. The Speed/Quality Matrix for Creative involves trade-offs Q U A L I T Y High SPEED Low Slow Fast Traditional ad creative today merde lente rapide merde Monday, April 7, 14
  31. 31. The Speed/Quality Matrix for Creative involves trade-offs Q U A L I T Y High SPEED Low Slow Fast Traditional ad creative today merde lente rapide merde “Good enough” Monday, April 7, 14
  32. 32. The Speed/Quality Matrix for Creative involves trade-offs Q U A L I T Y High SPEED Low Slow Fast Traditional ad creative today merde lente rapide merde “Good enough” A good idea, executed quickly, can still = quality Monday, April 7, 14
  33. 33. Set an Engagement Level Trigger PointENGAGEMENT RATE Time Trigger Point 0 Monday, April 7, 14
  34. 34. Set an Engagement Level Trigger PointENGAGEMENT RATE Time Trigger Point 0 Monday, April 7, 14
  35. 35. Set an Engagement Level Trigger PointENGAGEMENT RATE Time Trigger Point 0 Monday, April 7, 14
  36. 36. Set an Engagement Level Trigger PointENGAGEMENT RATE Time Trigger Point 0 Boost media spend behind activity Monday, April 7, 14
  37. 37. Set an Engagement Level Trigger PointENGAGEMENT RATE Time Trigger Point 0 Boost media spend behind activity Monday, April 7, 14
  38. 38. Source: Econsultancy and Adobe, Jan, 2014 As a marketer, make Content Marketing a #1 priority Monday, April 7, 14
  39. 39. Source: Econsultancy and Adobe, Jan, 2014 As a marketer, make Content Marketing a #1 priority 0% 15% 30% 45% 22% 23% 26% 44% Targeting, Personalization Conversion Rate Optimization Social Media Engagement Content Marketing Survey: Leading Digital Priorities in 2014, according to B2C Marketers Worldwide Monday, April 7, 14
  40. 40. Source: Econsultancy and Adobe, Jan, 2014 As a marketer, make Content Marketing a #1 priority 0% 15% 30% 45% 22% 23% 26% 44% Targeting, Personalization Conversion Rate Optimization Social Media Engagement Content Marketing Survey: Leading Digital Priorities in 2014, according to B2C Marketers Worldwide Monday, April 7, 14
  41. 41. Instead of “hunting,” think of “fishing” for the consumer... Magnetic Content Monday, April 7, 14
  42. 42. Instead of “hunting,” think of “fishing” for the consumer... Magnetic Content Monday, April 7, 14
  43. 43. Instead of “hunting,” think of “fishing” for the consumer... Magnetic Content Monday, April 7, 14
  44. 44. Instead of “hunting,” think of “fishing” for the consumer... Magnetic Content Monday, April 7, 14
  45. 45. First, master the mobile mindset: Monday, April 7, 14
  46. 46. First, master the mobile mindset: 1. Shifts the power even more towards the consumer; Monday, April 7, 14
  47. 47. First, master the mobile mindset: 1. Shifts the power even more towards the consumer; 2. Erases the gap between the physical and digital worlds; Monday, April 7, 14
  48. 48. First, master the mobile mindset: Monday, April 7, 14
  49. 49. Combining in-store mapping with real-time mobile messaging to detect and react to shoppers’ intentions while they’re in the store Next step forward with mobile geo-targeting: Monday, April 7, 14
  50. 50. Combining in-store mapping with real-time mobile messaging to detect and react to shoppers’ intentions while they’re in the store “We will know you’re in the tomato sauce section and be able to deliver you a recipe, health information or point out the best value on the aisle.” ––Scott Townsend, Urban Airship Next step forward with mobile geo-targeting: Monday, April 7, 14
  51. 51. Double-digit growth for digital this year Monday, April 7, 14
  52. 52. Digital ad spending as a % of total ad spending UK US Canada WW Germany 0% 10% 20% 30% 40% 50% 23.0% 25.3% 26.1% 27.9% 43.5% Source: eMarketer, 2014 Monday, April 7, 14
  53. 53. Digital ad spending as a % of total ad spending UK US Canada WW Germany 0% 10% 20% 30% 40% 50% 23.0% 25.3% 26.1% 27.9% 43.5% Source: eMarketer, 2014 Monday, April 7, 14
  54. 54. Digital ad spending as a % of total ad spending UK US Canada WW Germany 0% 10% 20% 30% 40% 50% 23.0% 25.3% 26.1% 27.9% 43.5% Source: eMarketer, 2014 #9 in digital ad spend per internet user Monday, April 7, 14
  55. 55. Canada is in the 2nd tier along with UK, Germany, France, etc 2013 *IDC (3%); Accordant Media (4%), 2013; **Exchange Lab, 2013; eMarketer interviews (mostly Programmatic direct) Digital Display Ad Spending C$1.25B Monday, April 7, 14
  56. 56. Canada is in the 2nd tier along with UK, Germany, France, etc 2013 *IDC (3%); Accordant Media (4%), 2013; **Exchange Lab, 2013; eMarketer interviews (mostly Programmatic direct) RTB = ~3% - 4%* Digital Display Ad Spending C$1.25B Monday, April 7, 14
  57. 57. Canada is in the 2nd tier along with UK, Germany, France, etc 2013 *IDC (3%); Accordant Media (4%), 2013; **Exchange Lab, 2013; eMarketer interviews (mostly Programmatic direct) RTB = ~3% - 4%* Programmatic = ~15%** Digital Display Ad Spending C$1.25B Monday, April 7, 14
  58. 58. Canada is in the 2nd tier along with UK, Germany, France, etc 2013 Roughly 12+ months behind the US *IDC (3%); Accordant Media (4%), 2013; **Exchange Lab, 2013; eMarketer interviews (mostly Programmatic direct) RTB = ~3% - 4%* Programmatic = ~15%** Digital Display Ad Spending C$1.25B Monday, April 7, 14
  59. 59. Canada is in the 2nd tier along with UK, Germany, France, etc 2013 *IDC (3%); Accordant Media (4%), 2013; **Exchange Lab, 2013; eMarketer interviews (mostly Programmatic direct) Digital Display Ad Spending C$1.25B Monday, April 7, 14
  60. 60. What’s growing fastest within digital in Canada? Spending growth rate in 2014 Source: eMarketer, 2014 Monday, April 7, 14
  61. 61. What’s growing fastest within digital in Canada? Spending growth rate in 2014 +23% Source: eMarketer, 2014 Monday, April 7, 14
  62. 62. What’s growing fastest within digital in Canada? Spending growth rate in 2014 +23% +52% Source: eMarketer, 2014 Monday, April 7, 14
  63. 63. What’s growing fastest within digital in Canada? Spending growth rate in 2014 +67%+23% +52% Source: eMarketer, 2014 Monday, April 7, 14
  64. 64. What’s growing fastest within digital in Canada? Spending growth rate in 2014 +67%+23% +52% Source: eMarketer, 2014 Monday, April 7, 14
  65. 65. What’s hottest? Monday, April 7, 14
  66. 66. What’s hottest? Monday, April 7, 14
  67. 67. Geoffrey Ramsey Chairman, Co-Founder geoff@emarketer.com @geofframsey #iMediaSummit Monday, April 7, 14
  68. 68. Geoffrey Ramsey Chairman, Co-Founder geoff@emarketer.com @geofframsey #iMediaSummit Monday, April 7, 14

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