Percolate, a marketing technology company, tells the story of how businesses and brands communicate with audiences on the internet -- from text ads and pop-ups on Yahoo to branded hashtag campaigns, personalized ads on Google, Facebook, and Instagram that match your browsing history, and on to mobile push notifications running the gamut from recommended news to restaurants.
6. PercentofWebReferrals
25%
50%
75%
100%
2001 2002 2003 2004
Google Share of Referrals Yahoo Share of Referrals
Shareofwebreferrals,GoogleversusYahoo
WebWideStory
It was 1996. Searching on the web was clunky and inefficient because it was largely done using directories or engines that scanned pages for keyword
hits. By 2003, a startup operating in a garage in Menlo Park, CA would disrupt the entire search engine market with an algorithm that ranked pages based
on the quality of backlinks. That startup was Google.
7. Marketingtechnologycompaniesfoundedeachyear
Percolate, Inc.
Google’s democratization of web information and discovery coincided with the rise of a new class of tech companies focused
on online advertising.
Companies
10
20
30
40
50
60
70
80
90
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003
Social Platforms and Online Communities Advertising and Media Infrastructure
8. Marketingtechnologyfundingovertime
Percolate, Inc.
And venture capital followed—for a time.
VentureCapital(USD)
$30M
$60M
$90M
$120M
$150M
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003
Social Platforms and Online Communities Advertising and Media
Infrastructure Total funding
9. Thedotcombubble-NASDAQcompositeindex
NASDAQ GIDS
The infamous dotcom bubble stifled venture capital and the overall growth of the industry. But Google’s approach to ranking
based on backlinks also meant that popular experiences had an easier time generating momentum—and in just a few years,
digital marketing would see another resurgence.
Stockclosingprice
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
1/4/1993 11/15/1993 9/29/1994 8/14/1995 6/26/1996 5/9/1997 3/25/1998 2/8/1999 12/21/1999 11/2/2000 9/25/2001 8/9/2002 6/25/2003
Stock closing price (USD)
11. Facebookmonthlyactiveusers
Facebook, Inc
In 2004, Facebook launched out of a dorm room in Harvard, just a year after MySpace and LinkedIn got started. In the span of
4 years, Facebook went from 1 million users to a hundred times that—and things kept going.
MonthlyActiveUsers
400M
800M
1,200M
1,600M
2,000M
12/1/2004 12/1/2006 10/1/2007 1/1/2009 4/1/2009 9/1/2009 2/1/2010 9/1/2010 2/1/2011 9/1/2011 4/1/2012 10/1/2012 3/1/2013 1/1/2014 7/1/2014 6/1/2015
Monthly Active Users (in millions)
12. PercentofonlineU.S.adultsonsocialmedia
Pew Research Center
Social was more than just popular; it quickly became a central means of participation on the web. By 2009, about half of US
adults online were on some social network.
OnlineAdultsonSocialMedia
25%
50%
75%
100%
2/1/2005 8/1/2006 5/1/2008 4/1/2009 5/1/2010 8/1/2011 12/1/2012 5/1/2013 9/1/2013 1/1/2014
Percent of Online US Adults on Social Media
13. Marketingtechnologycompaniesfoundedeachyear
Percolate, Inc
Companies which focused on marketing software and infrastructure were founded rapidly after Facebook’s start. Social
networks, which prioritized acquiring users over monetization, found themselves quickly supporting ads. A second marketing
revolution had begun.
Companies
25
50
75
100
125
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Advertising and Media Infrastructure
15. GlobalAppleiPhonesales
Statista, Apple
On June 29, 2007, the first iPhone finally greeted long lines of customers camped outside of Apple and AT&T stores. Sales
would surpass a million that fiscal year; by 2012, sales would surpass 100 million.
AppleiPhoneSales(Millions)
40M
80M
120M
160M
200M
2007 2008 2009 2010 2011 2012 2013 2014
iPhone sales
16. PercentofU.S.adultsowningasmartphoneovertime
Pew Research Center
It was the start of broad-based smartphone adoption. By 2011, over a third of U.S. adults had a smartphone.
OnlineAdultsonSocialMedia
25%
50%
75%
100%
2/1/2005 8/1/2006 5/1/2008 4/1/2009 5/1/2010 8/1/2011 12/1/2012 5/1/2013 9/1/2013 1/1/2014
Percent of Online US Adults on Social Media
17. TimeU.S.adultsspendwithdevicesaday
Mary Meeker’s 2015 Internet Trends Report
Connected mobile phones meant that users were spending more time than ever on the web—watching videos, sending
messages, and on social media.
Hours
2
4
6
8
10
12
2010 2011 2012 2013 2014 2015
TV Other Connected Devices Desktop/Laptop Mobile
18. Monthlyactiveusersfortop4socialnetworksand
messagingapps
BI Intelligence
Illustrating this shift, mobile messaging apps have become even more popular than the largest traditional social networks.
MonthlyActiveUsers
440
880
1,320
1,760
2,200
4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 4Q14 1Q15
Monthly Active Users on Big 4 Messaging Apps (WhatsApp, Facebook Messenger, WeChat, Viber)
Monthly Active Users on Big 4 Social Networks (Facebook, Twitter, LinkedIn, Instagram)
19. Mobiletrafficbyapplicationcategory
Cisco
Mobile’s constant connectivity and sundry applications has contributed to enormous amounts of data and web traffic. This surge
in available information opened the door to new types of digital marketing companies.
TerrabytesPerMonth
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
2014 2015 2016 2017 2018 2019
Web/Data/VoIP Video Audio Streaming File Sharing
21. Marketingtechnologyfundingovertime
Percolate, Inc
Quietly, VCs have been investing more and more in the companies building better mobile advertising experiences on top of
social networks, or harnessing the large amounts of data these networks generate.
VentureCapitral(Billions)
1,000,000,000
2,000,000,000
3,000,000,000
4,000,000,000
5,000,000,000
6,000,000,000
7,000,000,000
8,000,000,000
9,000,000,000
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Social Platforms and Online Communities Advertising and Media Infrastructure
22. Marketingtechnologyinfrastructurefundingovertime
Percolate, Inc
Historic amounts of venture capital is going into marketing technology that acts as basic data infrastructure.
VentureCapitral(Billions)
1,000,000,000
2,000,000,000
3,000,000,000
4,000,000,000
5,000,000,000
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Cloud and Big Data Infrastructure for Marketing Marketing Technology Infrastructure
23. Numberofconnecteddevicesinuse
Percolate, Inc
The Internet of Things, where every day objects and machines are connected wirelessly to the web, will magnify and take
advantage of those large amounts of data.
DevicesinUse(Billions)
5
10
15
20
25
30
35
2013 2014 2015E 2016E 2017E 2018E 2019E
Personal Computers Smartphones Tablets Connected/Smart Tvs Wearables Connected Cars Internet of Things
24. GlobaleconomicbenefitoftheInternetofThings
McKinsey Global Institute
Wearable devices, as well as connected cars, appliances, packaging labels, and other wireless objects will become
increasingly common, changing the way people connect to each other, brands, government, and their healthcare services,
while generating trillions in revenue.
Trillions
3
6
9
12
15
2015 2020 2025
Low estimate High estimate
29. Percolate is the system of record for marketing.
Our technology helps the world's largest and fastest-growing
brands at every step of the marketing process.
Want to learn more?
Contact learn@percolate.com for more information
or request a demo today at percolate.com/request-demo
