8 Consumer Trends che impattano drasticamente sul modo di fare Marketing e di far crescere i Brand. Introduzione di Federico Capeci al Seminar Spotify di IAB Forum 2015 http://www.tns-global.it/news-center/news/new-audio-un-percorso-meglio-comprendere-lopportunit%C3%A0-generata-dallincontro-tra-rad

1. IAB Forum - 1.12.205 - The New Audio - Spotify Workshop
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Consumers are challenging brands
How the current consumer’s scenario impacts
marketing and brands
Federico Capeci
Chief Digital Officer & CEO Italia, TNS

2. IAB Forum - 1.12.205 - The New Audio - Spotify Workshop
© TNS
8 Consumers key facts from Connected Life
2
Constantly connected Social fragmentation Screen agnosticism TV to content
Ecommerce
everywhere
Appetite for
disruption
Data exchange
economy
App consolidation
Source: TNS Connected Life 2015 – 50 countries /60.500 intervies 16-65 y.o. – Samples nationally representative
Methodology according to digital country penetration

3. IAB Forum - 1.12.205 - The New Audio - Spotify Workshop
© TNS
25
34 30
21 17
12
13 14
11 13
30
30 30
33
27
23 17 19 25 31
2
1 2
2
3
7
6 6
7
8
Market Target 1 Target 2 Target 3 Target 4
Digital media is becoming more important vs traditional
Time spent on devices and media per day
Radio Newspaper/magazine TV PC/laptop Tablet Mobile
Italy 16 - 24 25 - 34 35 - 44 45 - 54
Total time spent on devices
and media (hrs/day)
Share of time on devices
(%)
Share of time on media
(%)
6.9 7.8 6.8 6.6 6.4
3
Source: TNS Connected Life 2015

4. IAB Forum - 1.12.205 - The New Audio - Spotify Workshop
© TNS
Segment split – Italy 2015
%
Segment split – Italy 2014
%
High
Social engagement
Low
Social engagement
Low
Digitalinfluence
High
Digitalinfluence
Observers
Functionals Connectors
Leaders
38%
13%
35%
14%
High
Social engagement
Low
Social engagement
Low
Digitalinfluence
High
Digitalinfluence
Observers
Functionals Connectors
Leaders
33%
15%
39%
13%
As markets mature, consumers become more divided
and segmented in their digital behavior
4
Source: TNS Connected Life 2015

5. IAB Forum - 1.12.205 - The New Audio - Spotify Workshop
© TNS
31 34 36
25 32 34 29
15
27 31
8
11 9
4
15 11
9
6
14 12
9
16 22
8
25 26
23
7
26
10
10
13 9
27
15 12 25
37
32
196
12 9
3
6 7 5
1
2
2
7 6
1
3 3 2
1
1
In bed when
I wake up
Early
morning
Late
morning
During lunch Early
afternoon
Late
afternoon
Early
evening
During
dinner
Late evening In bed
before I go
to sleep
Mobile Tablet PC/laptop TV Radio Newspaper/Magazine
Connected anytime in anyway even if… mobile and TV
are the main players, creating an era of micro-moments
Reach of devices and media throughout the day – Italy
%
5
Source: TNS Connected Life 2015

6. IAB Forum - 1.12.205 - The New Audio - Spotify Workshop
© TNS
5 New opportunities that meet the oldest ones
6
1. Fuse data and strategy in targeting
2. Customize for consumer and context
3. Target moments not media channels
4. Multi-modal touchpoint mastery
5. Keep searching for the direct route
Set priorities for a more effective and integrated marketing

7. IAB Forum - 1.12.205 - The New Audio - Spotify Workshop
© TNS
Thank you!
Federico Capeci
Chief Digital Officer & CEO Italia, TNS
federico.capeci@tnsglobal.com