The following presentation provides key insights and trends from our attendance at this year's Advertising Week New York 2017.

2. KEY 2017 TRENDS
ADVERTISING WEEK XII NYC

3. CUSTOMERS TO ENGAGE WITH, AND
INTERACT WITHIN, A STRATEGICALLY
“AUGMENTED REALITIES” OPENING FOR
ADVERTISERS; CREATING UNIQUE EXPERIENCES FOR
CREATED “BRAND WORLD” VIA MOBILE

4. SO, WHY DO WE CARE ABOUT USING SNAPCHAT?
AND WHAT DOES THIS MEAN FOR BRANDS?
Leverages location!
Generates 1.2x more Ad Awareness
2.0x higher Purchasing Intent
Example of success for brands using new “AR” experience for mobile via SnapChat: HBO used “Game Of
Thrones” “AR” lens for fans to unlock – unlocked by more than 45 million fans, averaged 23 seconds of play.

5. SO, WHY DO WE CARE ABOUT USING SNAPCHAT?
AND WHAT DOES THIS MEAN FOR BRANDS?
Example of success for brands using new “AR” experience for mobile via SnapChat: HBO used “Game Of
Thrones” “AR” lens for fans to unlock – unlocked by more than 45 million fans, averaged 23 seconds of play.
2.0x more Sales Lift
62% learn about new brands through social postings and close friends.
93% buy or try things that close friends recommend and post!

6. NEW, TRENDING WAYS WE
WHAT DOES THIS DATA SAY ABOUT
SUCCESSFULLY REACH AUDIENCES?
With AR, its emotional; people nowadays
want to be engaged emotionally“
”-IMRAN KHAN, SNAPCHAT

7. ARTIFICIAL INTELLIGENCE
NEW FUNCTIONS FOR
ARE GOOD FOR BUSINESS!

8. TO BETTER CUSTOMIZE
NEW AI WILL ALLOW US
We must move away from ‘mass marketing’ and
instead move towards ‘mass customization’ to
better focus on the demands of consumers.
“
”-KEITH WEED, UNILEVER CMO

9. AI is evolving from textual
conversations to vocal and
visual conversations via
voice/image recognition
activated devices;
gathering, processing,
analyzing, and applying
data in real time.
New AI advancements
will extend beyond
personalizing marketing,
but instead aim to
optimize efficiency.
Improvements
with AI will enable
marketers to make
better decisions,
faster, with more
confidence and
less risk.
AI’s ability to envelop
deeper learning of
people’s overtime is
continuously sharpening
and improving.

10. WHICH COMPONENT OF “CUSTOMIZATION”
SO, IF AI WILL HELP US TO “CUSTOMIZE”,
MUST WE LEVERAGE AND EXPAND UPON?…

11. CONTEXT.
Context allows us to connect the dots between
who is buying my product, where, how, and why
“ ”-BRIAN GLEASON, GLOBAL CEO GROUPM

12. 70% of consumers now spend time out of their homes (CMO Dan Levi, Clear
Channel); we must target them on the move.
Billboards “effectiveness” no longer based on surveys, but rather, we are moving
in the direction of contextual “recognition”
Contextualizing data now must be done in real-time. When moving audiences
are on their phone on the time, we must be reaching them in real-time.

13. Engaged customers in context are 90% more likely to buy from you, and 5x more
likely to pick your brand again (Helen Lin, Publicis Media)
The customer’s physical location is large part of the CONSCIOUSNESS – right
message at right time.

14. ENGAGING AUDIENCES, THEN CONTEXTUALIZING
IF CONTEXT IS CRUCIAL FOR THE FUTURE OF
AUDIENCES VIA MOBILE IS THE “HOLY GRAIL”

15. OF “ENGAGING CONSUMERS ON THEIR ‘DAY OFF’;
MARKETERS LOOKING TO MOBILE FOR THE FUTURE
CONNECTING WITH THEM VIA MOBILE EXPERIENCES

16. REAL-TIME REACTION; ONE OF THE BIGGEST TRENDS AND
MOBILE IS ONE OF THE ONLY MEDIUMS THAT ALLOWS US FOR
UPCOMING ASSETS FOR SUCCESSFUL MARKETING & ADVERTISING

17. LIFT WITHIN FIRST TWO SECONDS OF VIDEO AD,
RECENT NIELSEN DATA SHOWS 66% AD AWARENESS
BUT ONLY WHEN VIEWED ON MOBILE DEVICES

18. ALLOWS US TO SHARE STORIES IN REAL TIME;
LEVERAGING SOCIAL MEDIA VIA MOBILE
ENGAGING CONSUMERS EVERYWHERE

19. When you combine digital + mobile,
you’re seeing a 2-3x more positive lift
“ ”-SCOTT MARDEN, CMO CAPTIVATE

20. DEMOGRAPHIC DO WE CARE ABOUT
AND, BASED ON TRENDS, WHICH
THE MOST USING MOBILE DEVICES?

21. There is a need to understand [these
Millennials] – if you tie purpose to whatever
you do, they’ll throw their weight behind it.
“
”-LAUREN COLE, US NAVY

22. It’s important, in context, and via mobile, for us to understand how, but more
importantly WHY, the youth buy and use things.
Gen Z is a mobile native; we gain even stronger responses with them because
mobile smartphones have been present in their lives since the day they were born.
The best advertising for Gen Y & Z needs to strike an emotional chord.
Millennials statistically show a preference to “experiences”, rather than physical
“objects”
Moving forward, we need to create a value exchange with youth audiences so
brands’ ads connect.

23. AROUND THE WORLD, IT’S NOT ONLY GEN Y + Z
AND, IN THE CURRENT POLITICAL ENVIRONMENT
THAT ARE HOLDING COMPANIES ACCOUNTABLE

24. Brands have to gain the trust of individuals; not just the group as a whole. Most
consumers expect companies to take a political stand.
Trust in government, business, media, and NGOs has declined since 2012 (even
more so between 2016-2017, following the election of Donald Trump in the US)
Recent Pew Research Center study shows that, in more than half of 27 nations
surveyed, positive views of U.S. brands have experienced double digit drops since
Trump’s Inauguration.
COMES CHANGES IN THE WORLD
WITH CHANGES IN THE POLITICAL ATMOSPHERE
SOCIETY, MARKETING, AND ADVERTISING.

25. Diversity is as much a business imperative as it “is a values issue”
Men are 89% more likely to be depictured as smart in comparison to women – a
number that is up 62% from the last 10 years. (Geena Davis Institute on Gender
& Media)
COMES CHANGES IN THE WORLD
WITH CHANGES IN THE POLITICAL ATMOSPHERE
SOCIETY, MARKETING, AND ADVERTISING.