SlideShare a Scribd company logo
1 of 11
Download to read offline
6thKey
THE
By Ashu Garg
General Partner, Foundation Capital
@ashugarg
MarTechandthe
Decadeofthe CMO
MarTech and the Decade of the CMO
Technology has transformed marketing into a technical discipline as
much as a creative one. The number of marketing technology startups
has increased from 150 in 2011 to nearly 4,000 in early 2016. And we
expect technology spend by CMOs to increase 10x in 10 years, from $12
billion to $120 billion. It’s an amazing time to be a marketer.
But with the landscape changing as quickly and dramatically as it
has, it’s also a challenging moment. Which is why, one year ago, we
published MarTech and the Decade of the CMO, a whitepaper that was
written with the aim of helping marketers to navigate the complex
terrain that is marketing today.
In the paper, we enumerated the 5 Keys to the Decade of the CMO
—organizing principles to help marketers identify the technology that
will be paramount to solving their business objectives. I stand by each
of those 5 keys; but, had I written that framework today, I would have
added a 6th key: video. Because today it’s the digital video revolution
that will be the next defining moment in the decade of the CMO.
Introducingthe6thKeyto
theDecadeoftheCMO
2011
150
350
1,000
2,000
4,000
2012 2014 2015 2016
Key1: AllHailKingROI
Key2: HireMathMen,NotMadMen
Key3: PublishorPerish
Key4: MassPersonalizationIsNotanOxymoron
Key5: ClosetheDeal
Key6: TheRevolutionWillNotBeTelevised
6KeystoUnlockingtheDecadeoftheCMO
Today’sMarTechExplosion
# of Marketing Technology Startups
Source: chiefmartech.com
foundationcapital.com/decadeofthecmo
2
MarTech and the Decade of the CMO:
The 6th Key
3MarTech and the Decade of the CMO
TheRevolution
WillNotBeTelevised
It will be streamed, snapped, tweeted, and projected in virtual reality.
MarTech and the Decade of the CMO
The revolution will not be televised.
It will be streamed, snapped, tweeted, and projected in virtual reality.
Netflix, Hulu, Periscope, YouTube, Snapchat, Facebook Live, Twitch, Amazon, Vive, Vessel, The
Screening Room—the list of new video platforms goes on and on. TV isn’t dead yet, but as
people increasingly turn their eyes to other screens and modalities, video will engage a new
generation of consumers.
For today’s teenagers, watching video on their mobile phones is the norm. Nielsen reports that
the amount of time Americans 18- to 24-years-old watch traditional TV has gone down by 38%
in the past five years. And in the case of Generation Z (those born in 1995 or later), 70% prefer
streaming over broadcast or cable. It’s no wonder that eMarketer predicts that by 2020, digital
will account for almost 40% of total video consumption in the US. Not that anyone should be
surprised; this “overnight” trend has been 15 years in the making, getting its start when DVR
popularized the time shifting of programs. And today’s revolution is moving so quickly, you can
expect Generation Z to adopt VR as ubiquitously as millennials took to their mobile devices. Over
the next 10 years, VR headsets will be as widespread as smartphones are today, further blurring
the line between our physical and digital worlds.
Of course, it’s no longer just a question of when viewers watch but also how and where. The
rapid proliferation of video platforms—including the emergence of virtual reality—means that
brands have a host of new, more engaging ways to connect with their customers. But it also
means that marketing is going to get exponentially more complex and that there is a huge
opportunity for startups to write the rules of this new world order.
1975 1980 1985 1990 1995 2000 2005 2010 2015
VCR
Cable
AOL
DBSSatellite
Yahoo
Google
Broadband
HDTV
VOD
AppleTV
Smartphone
Roku
AmazonPrime
InstantVideo
DVR
HDDVD&Blu-ray
SatelliteRadio
Time-ShiftedViewing
Facebook
7thGenGameConsole
Twitter
YouTube
NetflixStreaming
8thGenGameConsole
Chromecast
HBONow
Ad-freeHulu
SamsungGearVR
GoogleDaydreamVR
HTCVive
OculusRift
AppleTV4th
Gen
PlayStationVR
StreamingRadio
GoogleCardboard
Instagram
Hulu+
SmartTV
Tablet
ChoiceIsExploding
The rapid proliferation of
video platforms—including
the emergence of virtual
reality—means that brands
have a host of new, more
engaging ways to connect
with their customers. But it
also means that marketing
is going to get exponentially
more complex and that there
is a huge opportunity for
startups to write the rules of
this new world order.
4
MarTech and the Decade of the CMO
54%
$28b
2015 2020
28%
18%
49%
40%
11%
$62b
10.0
0
20.0
30.0
40.0
50.0
60.0
70.0
Ad-Supported
Subscription
Transaction
105
538
134
522
165
514
197
499
223
486
258
469
285
458
2014
0
100
200
300
400
500
600
700
800
0
10%
5%
15%
20%
25%
30%
35%
40%
45%
2015 2016 2017 2018 2019 2020
Traditional TV Total Streaming Streaming % of Total
OvertheTopDigitalVideoRevenue
Doublesby2020
(BillionDollars)
USDigitalVideoasPercent
of TotalVideoConsumption
(BillionHours)
Source: Informa, Marketsandmarkets.com
Source: eMarketer and Wall Street Research
5
MarTech and the Decade of the CMO
Gen Z Millennials Gen X Boomers
13.2
14.8
24.1
19.7
GenerationZandtheNewDefinitionofTuningIn
Generation Z shows a love for video and a growing indifference to the big box and remote.
Generation Z as Culture Consumers
(Gen Z = those born in 1995 or later)
Weekly TV Usage by Generation
(in Hours)
In an era of emoji and six-second Vine
videos, we tell our advertising partners
that if they don’t communicate in five
words and a big picture, they will not
reach this generation [Z].
“
DanSchawbel,
MillennialBranding,asseenintheNewYorkTimes
90%
Watch YouTube daily. Are on social
media daily.
Prefer streaming over
broadcast or cable.
Are multitasking
while watching.
80% 70% 77%
Source: Wildness
Source: US data, VisionCritical
in Q4 2015 were among those
over50yrsold.
All gains in live and
time-shifted linear TV viewing
!
Source: Nielsen, nscreenmedia.com
6
MarTech and the Decade of the CMO
In Nirvana:
In this new environment, CMOs will be responsible for the
development of cross-platform, data-driven video strategies that
blur the line between content and advertising.
Scalable, personalized video content will be ever present.
Imagine video and VR content (instead of ads) that is so sleekly
produced viewers will want to stop and watch; when they do,
they’ll find the content nearly as engaging as the programming
they love. And robust ad buying platforms will make it possible
for brands to distribute this marketing content across a
fragmented and siloed landscape.
Brands will also have a comprehensive understanding of their
customer behaviors both online and offline, fueled by data from
sources such as payment platforms, wearables, mobile, and
Internet of Things devices.
59millionadults
intheUS
in 2015.
watched original digital video
at least once a month
!
Source: 2015 IAB Original Digital Video Study
Imagine video and VR content
(instead of ads) that is so sleekly
produced viewers will want to
stop and watch; when they do,
they’ll find the content nearly as
engaging as the programming
they love. And robust ad buying
platforms will make it possible for
brands to distribute this marketing
content across a fragmented and
siloed landscape.
7
MarTech and the Decade of the CMO
Challenges on the Path to Nirvana:
Consumers have an array of platforms to choose from, with more and more sure to emerge in the coming years.
Many of these outlets are already on-demand, subscription driven, and ad free—which creates the necessity for new,
innovative brand marketing solutions.
New Models of Content Creation
As the number of platforms customers engage with (social, digital, VR, etc.) continues to increase, brands will need new models of content creation.
Unfortunately, the scale of content required is immense, and there are not enough people with the skills to make it possible. Just as marketing has become
a technical discipline, a new breed of technical content creators will soon emerge. Tomorrow’s content creator will have a skillset that blends digital design,
filmmaking, game development (for VR), and data science to enable the rapid creation and optimization of interactive branded video and VR content across
multiple platforms.
In addition, the cost of creating video content is enormous—and the cost of creating VR content even more so. Before brands can fully commit to a unified
video content strategy, they will need new tools and talent that allow them to create personalized content at scale across a wide range of devices. And today
this feels like a long ways off, as perfecting every aspect of content creation, from engaging mobile experiences to captivating Instagram photography and
clever Snapchat streams, requires expertise across completely unique creative pursuits—all at once.
than each of the major broadcast
networks within a year.
If Netflix were a Nielsen-rated TV network,
itwouldattainalarger
24-houraudience
!
Source: Verizon Millennials & Entertainment Report 2014
>
8
MarTech and the Decade of the CMO
Challenges on the Path to Nirvana:
Seamless, Centralized Distribution Required
Once the content challenge is solved, marketers will also require easy ways of
distributing that content to reach customers at every step of their individual
paths to purchase.
Today, each platform is a silo. There is no easy way for a brand to approach
NBC and purchase ad space for The Voice across linear TV, NBC.com, Facebook,
Instagram, Twitter, and YouTube at the same time. As of now, the process must
be done manually, making it both expensive and inefficient. To ensure brands
are reaching customers in different ways and continually reinforcing their brand
message, solutions are needed to enable programmatic ad buying at a level of
scale and real-time optimization that is not possible today.
Tracking the Path to Purchase
Over the course of a one-minute video, it’s almost impossible to know what may
have triggered a customer purchase. Was it an impactful image? A line in the
script? Or maybe a viewer saw something that triggered a fond memory and
created a positive association with a product.
In order to hone their video/VR content strategy, brands will need attribution
solutions that help them better understand this customer behavior. For
attribution to be actionable, brands need comprehensive, cross-channel profiles
of their customers. Today, this profile is largely incomplete because online
consumer behavior isn’t always accessible to marketers, and offline activity isn’t
tied to a unified, accurate profile of a customer.
As brands aim to increase the amount of data about their customers they
capture and utilize, in order to avoid the Orwellian moniker, it will become
crucial that they communicate and address user concerns over privacy and data
security every step of the way.
none of the 4 major broadcast
networks are among their
top10brands.
For millennials,
!
Source: Verizon Millennials & Entertainment Report 2014
The struggle for today’s marketers is real.
Planning, buying, and measuring advertising
effectively across the developing silos of video
content—and tying together linear, digital, OTT,
and social platforms—is an immensely complex
challenge and will be so for at least the next
3–5 years. The MarTech industry needs to rise
to this challenge and help marketers realize
their cross-screen dream.
“
BrettWilson,
CEO/FounderTubeMogul
9
10MarTech and the Decade of the CMO
Distribution
UGCIntelligence Linear TV Over the Top Social
Creation
Infrastructure
Marketing Consumer
Exchange
Advertising
Buy Sell
Aside from traditional TV commercials, video-focused marketing is still too new to be referred to as “established.” The entire
industry is still emerging. In the future, we expect to see new technologies that support video marketers in the following ways:
content creation, distribution (including programmatic ad buying), and optimization.
Linear TV is dying. Long live video. And for those companies willing to take the lead, the coming era offers dazzling opportunity.
Today’s MarTech Video Landscape
Non-Comprehensive
FoundationCapital.com | @FoundationCap
MarTech and the Decade of the CMO

More Related Content

What's hot

What's Next: The Ogilvy Consulting Trends for 2019
What's Next: The Ogilvy Consulting Trends for 2019What's Next: The Ogilvy Consulting Trends for 2019
What's Next: The Ogilvy Consulting Trends for 2019Ogilvy Consulting
 
Forward tv event slides v4
Forward tv event slides v4Forward tv event slides v4
Forward tv event slides v4Nic Brisbourne
 
The future of Technology in Communication
The future of Technology in CommunicationThe future of Technology in Communication
The future of Technology in CommunicationMiriam Hernandez
 
2021 Global Marketing Trends
2021 Global Marketing Trends2021 Global Marketing Trends
2021 Global Marketing TrendsShareDocView.com
 
AGC-Changing-Consumer-Shopping-Experience-Jan-2015
AGC-Changing-Consumer-Shopping-Experience-Jan-2015AGC-Changing-Consumer-Shopping-Experience-Jan-2015
AGC-Changing-Consumer-Shopping-Experience-Jan-2015Linda Gridley
 
Digital Marketing Trends 2021
Digital Marketing Trends 2021Digital Marketing Trends 2021
Digital Marketing Trends 2021Data Reports
 
Delloite tech trends 2016
Delloite  tech trends 2016Delloite  tech trends 2016
Delloite tech trends 2016Brian Crotty
 
20 most innovative companies in Fintech Industry
20 most innovative companies  in Fintech Industry20 most innovative companies  in Fintech Industry
20 most innovative companies in Fintech IndustrySumit Roy
 
State of marketing leadership 2015
State of marketing leadership 2015State of marketing leadership 2015
State of marketing leadership 2015Prayukth K V
 
What's Next: State of Social 9
What's Next: State of Social 9What's Next: State of Social 9
What's Next: State of Social 9Ogilvy Consulting
 
Authoring a Brand's Online Reputation
Authoring a Brand's Online ReputationAuthoring a Brand's Online Reputation
Authoring a Brand's Online ReputationCognizant
 
Marketing in a Digital World
Marketing in a Digital WorldMarketing in a Digital World
Marketing in a Digital WorldOgilvy
 
Top global Fintech start-ups 2015-16
Top global Fintech start-ups 2015-16Top global Fintech start-ups 2015-16
Top global Fintech start-ups 2015-16Prayukth K V
 
What's Next: Marketing Maturity & How To Achieve It
What's Next: Marketing Maturity & How To Achieve ItWhat's Next: Marketing Maturity & How To Achieve It
What's Next: Marketing Maturity & How To Achieve ItOgilvy Consulting
 
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014MWI Hong Kong
 
The most important small business trends in 2014
The most important small business trends in 2014The most important small business trends in 2014
The most important small business trends in 2014Radius
 
Measuring Marketing Insights
Measuring Marketing InsightsMeasuring Marketing Insights
Measuring Marketing Insightsrun_frictionless
 

What's hot (20)

What's Next: The Ogilvy Consulting Trends for 2019
What's Next: The Ogilvy Consulting Trends for 2019What's Next: The Ogilvy Consulting Trends for 2019
What's Next: The Ogilvy Consulting Trends for 2019
 
Forward tv event slides v4
Forward tv event slides v4Forward tv event slides v4
Forward tv event slides v4
 
The future of Technology in Communication
The future of Technology in CommunicationThe future of Technology in Communication
The future of Technology in Communication
 
2021 Global Marketing Trends
2021 Global Marketing Trends2021 Global Marketing Trends
2021 Global Marketing Trends
 
AGC-Changing-Consumer-Shopping-Experience-Jan-2015
AGC-Changing-Consumer-Shopping-Experience-Jan-2015AGC-Changing-Consumer-Shopping-Experience-Jan-2015
AGC-Changing-Consumer-Shopping-Experience-Jan-2015
 
Marketplace Innovators
Marketplace InnovatorsMarketplace Innovators
Marketplace Innovators
 
Digital Marketing Trends 2021
Digital Marketing Trends 2021Digital Marketing Trends 2021
Digital Marketing Trends 2021
 
Delloite tech trends 2016
Delloite  tech trends 2016Delloite  tech trends 2016
Delloite tech trends 2016
 
20 most innovative companies in Fintech Industry
20 most innovative companies  in Fintech Industry20 most innovative companies  in Fintech Industry
20 most innovative companies in Fintech Industry
 
State of marketing leadership 2015
State of marketing leadership 2015State of marketing leadership 2015
State of marketing leadership 2015
 
What's Next: State of Social 9
What's Next: State of Social 9What's Next: State of Social 9
What's Next: State of Social 9
 
What's Next: eCommerce
What's Next: eCommerceWhat's Next: eCommerce
What's Next: eCommerce
 
Authoring a Brand's Online Reputation
Authoring a Brand's Online ReputationAuthoring a Brand's Online Reputation
Authoring a Brand's Online Reputation
 
Marketing in a Digital World
Marketing in a Digital WorldMarketing in a Digital World
Marketing in a Digital World
 
Top global Fintech start-ups 2015-16
Top global Fintech start-ups 2015-16Top global Fintech start-ups 2015-16
Top global Fintech start-ups 2015-16
 
What's Next: Marketing Maturity & How To Achieve It
What's Next: Marketing Maturity & How To Achieve ItWhat's Next: Marketing Maturity & How To Achieve It
What's Next: Marketing Maturity & How To Achieve It
 
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
 
The most important small business trends in 2014
The most important small business trends in 2014The most important small business trends in 2014
The most important small business trends in 2014
 
Account-based Marketing
Account-based MarketingAccount-based Marketing
Account-based Marketing
 
Measuring Marketing Insights
Measuring Marketing InsightsMeasuring Marketing Insights
Measuring Marketing Insights
 

Viewers also liked

Social Media and the Young PR Professional
Social Media and the Young PR ProfessionalSocial Media and the Young PR Professional
Social Media and the Young PR ProfessionalRuth Bazinet
 
DVEU16: Merging MarTech in Travel
DVEU16: Merging MarTech in TravelDVEU16: Merging MarTech in Travel
DVEU16: Merging MarTech in TravelTealium
 
How to create shared value business opportunities?
How to create shared value business opportunities?How to create shared value business opportunities?
How to create shared value business opportunities?Taedoki
 
공공서비스디자인 강의록
공공서비스디자인 강의록공공서비스디자인 강의록
공공서비스디자인 강의록Dahye Yang
 
Webinar: Influencing High Net Worth Individuals on Social Media
Webinar: Influencing High Net Worth Individuals on Social MediaWebinar: Influencing High Net Worth Individuals on Social Media
Webinar: Influencing High Net Worth Individuals on Social MediaLinkedIn
 
MarTech and the Decade of the CMO
MarTech and the Decade of the CMOMarTech and the Decade of the CMO
MarTech and the Decade of the CMOfoundationcap
 
A Millennial’s Magnetic Influence on LinkedIn
A Millennial’s Magnetic Influence on LinkedInA Millennial’s Magnetic Influence on LinkedIn
A Millennial’s Magnetic Influence on LinkedInLinkedIn
 
How Tech Professionals Engage with Content
How Tech Professionals Engage with ContentHow Tech Professionals Engage with Content
How Tech Professionals Engage with ContentLinkedIn
 
Turn customer needs into business opportunities
Turn customer needs into business opportunitiesTurn customer needs into business opportunities
Turn customer needs into business opportunitiesDr. Marc Sniukas
 
What Content Do Tech Professionals Prefer? [Infographic]
What Content Do Tech Professionals Prefer? [Infographic]What Content Do Tech Professionals Prefer? [Infographic]
What Content Do Tech Professionals Prefer? [Infographic]LinkedIn
 
Insiders' Guide to Content Amplification with BuzzSumo and Barry Feldman
Insiders' Guide to Content Amplification with BuzzSumo and Barry FeldmanInsiders' Guide to Content Amplification with BuzzSumo and Barry Feldman
Insiders' Guide to Content Amplification with BuzzSumo and Barry FeldmanBuzzSumo
 
Techniques of Social Selling: Just Do It! (Sales for Life)
Techniques of Social Selling: Just Do It! (Sales for Life)Techniques of Social Selling: Just Do It! (Sales for Life)
Techniques of Social Selling: Just Do It! (Sales for Life)SAVO
 
How to Craft Heart Stopping Content: "Annisms" by Ann Handley
How to Craft Heart Stopping Content: "Annisms" by Ann HandleyHow to Craft Heart Stopping Content: "Annisms" by Ann Handley
How to Craft Heart Stopping Content: "Annisms" by Ann HandleySue-Ann Bubacz
 
Content Creation Process
Content Creation ProcessContent Creation Process
Content Creation ProcessSujan Patel
 
Accelerating LinkedIn’s Vision Through Innovation
Accelerating LinkedIn’s Vision Through InnovationAccelerating LinkedIn’s Vision Through Innovation
Accelerating LinkedIn’s Vision Through InnovationLinkedIn
 
LinkedIn’s Culture of Transformation
LinkedIn’s Culture of TransformationLinkedIn’s Culture of Transformation
LinkedIn’s Culture of TransformationPat Wadors
 

Viewers also liked (20)

Social Media and the Young PR Professional
Social Media and the Young PR ProfessionalSocial Media and the Young PR Professional
Social Media and the Young PR Professional
 
DVEU16: Merging MarTech in Travel
DVEU16: Merging MarTech in TravelDVEU16: Merging MarTech in Travel
DVEU16: Merging MarTech in Travel
 
How to create shared value business opportunities?
How to create shared value business opportunities?How to create shared value business opportunities?
How to create shared value business opportunities?
 
공공서비스디자인 강의록
공공서비스디자인 강의록공공서비스디자인 강의록
공공서비스디자인 강의록
 
Webinar: Influencing High Net Worth Individuals on Social Media
Webinar: Influencing High Net Worth Individuals on Social MediaWebinar: Influencing High Net Worth Individuals on Social Media
Webinar: Influencing High Net Worth Individuals on Social Media
 
MarTech and the Decade of the CMO
MarTech and the Decade of the CMOMarTech and the Decade of the CMO
MarTech and the Decade of the CMO
 
A Millennial’s Magnetic Influence on LinkedIn
A Millennial’s Magnetic Influence on LinkedInA Millennial’s Magnetic Influence on LinkedIn
A Millennial’s Magnetic Influence on LinkedIn
 
How Tech Professionals Engage with Content
How Tech Professionals Engage with ContentHow Tech Professionals Engage with Content
How Tech Professionals Engage with Content
 
INFOGRAPHIC: Sample Framework to Assess B2B Marketing Department Workload
INFOGRAPHIC: Sample Framework to Assess B2B Marketing Department WorkloadINFOGRAPHIC: Sample Framework to Assess B2B Marketing Department Workload
INFOGRAPHIC: Sample Framework to Assess B2B Marketing Department Workload
 
Turn customer needs into business opportunities
Turn customer needs into business opportunitiesTurn customer needs into business opportunities
Turn customer needs into business opportunities
 
What Content Do Tech Professionals Prefer? [Infographic]
What Content Do Tech Professionals Prefer? [Infographic]What Content Do Tech Professionals Prefer? [Infographic]
What Content Do Tech Professionals Prefer? [Infographic]
 
Insiders' Guide to Content Amplification with BuzzSumo and Barry Feldman
Insiders' Guide to Content Amplification with BuzzSumo and Barry FeldmanInsiders' Guide to Content Amplification with BuzzSumo and Barry Feldman
Insiders' Guide to Content Amplification with BuzzSumo and Barry Feldman
 
Techniques of Social Selling: Just Do It! (Sales for Life)
Techniques of Social Selling: Just Do It! (Sales for Life)Techniques of Social Selling: Just Do It! (Sales for Life)
Techniques of Social Selling: Just Do It! (Sales for Life)
 
Find the Right People
Find the Right PeopleFind the Right People
Find the Right People
 
LinkedIn Hiring Playbook
LinkedIn Hiring PlaybookLinkedIn Hiring Playbook
LinkedIn Hiring Playbook
 
Establish Your Professional Brand
Establish Your Professional BrandEstablish Your Professional Brand
Establish Your Professional Brand
 
How to Craft Heart Stopping Content: "Annisms" by Ann Handley
How to Craft Heart Stopping Content: "Annisms" by Ann HandleyHow to Craft Heart Stopping Content: "Annisms" by Ann Handley
How to Craft Heart Stopping Content: "Annisms" by Ann Handley
 
Content Creation Process
Content Creation ProcessContent Creation Process
Content Creation Process
 
Accelerating LinkedIn’s Vision Through Innovation
Accelerating LinkedIn’s Vision Through InnovationAccelerating LinkedIn’s Vision Through Innovation
Accelerating LinkedIn’s Vision Through Innovation
 
LinkedIn’s Culture of Transformation
LinkedIn’s Culture of TransformationLinkedIn’s Culture of Transformation
LinkedIn’s Culture of Transformation
 

Similar to The Revolution Will Not Be Televised

OMD Transcend 2016
OMD Transcend 2016OMD Transcend 2016
OMD Transcend 2016OMD China
 
RP no.5 Transforming marketing
RP no.5   Transforming marketingRP no.5   Transforming marketing
RP no.5 Transforming marketingMEC Russia
 
Adstream emea ai and the future of television advertising - e book
Adstream emea   ai and the future of television advertising - e bookAdstream emea   ai and the future of television advertising - e book
Adstream emea ai and the future of television advertising - e bookDigital Strategist
 
Wpp enters mobile search by Joyce Schwarz Futurist & Speaker
Wpp enters mobile search by Joyce Schwarz Futurist & SpeakerWpp enters mobile search by Joyce Schwarz Futurist & Speaker
Wpp enters mobile search by Joyce Schwarz Futurist & SpeakerJoyce Schwarz
 
Review Preview 2014
Review Preview 2014Review Preview 2014
Review Preview 2014MEC Russia
 
Edelman-digital trends 2017
Edelman-digital trends 2017Edelman-digital trends 2017
Edelman-digital trends 2017Brian Crotty
 
Digital Trends in 2017: Making Business Impact in a Changing World
Digital Trends in 2017: Making Business Impact in a Changing WorldDigital Trends in 2017: Making Business Impact in a Changing World
Digital Trends in 2017: Making Business Impact in a Changing WorldEdelman
 
Edelman's Digital Marketing Trends for 2017
Edelman's Digital Marketing Trends for 2017Edelman's Digital Marketing Trends for 2017
Edelman's Digital Marketing Trends for 2017Tlell MacRae
 
Forecasting digital in 2016
Forecasting digital in 2016Forecasting digital in 2016
Forecasting digital in 2016Tuan Anh Nguyen
 
Digital in 2016: The Year of Consumer-Led Communications Marketing
Digital in 2016: The Year of Consumer-Led Communications MarketingDigital in 2016: The Year of Consumer-Led Communications Marketing
Digital in 2016: The Year of Consumer-Led Communications MarketingEdelman
 
Broadcast marketing trend report
Broadcast marketing trend reportBroadcast marketing trend report
Broadcast marketing trend reportJeff Fantuzzi
 
Criteo ecommerce-industry-outlook-2015
Criteo ecommerce-industry-outlook-2015Criteo ecommerce-industry-outlook-2015
Criteo ecommerce-industry-outlook-2015Rudi Chatab
 
Natives_guide_2017.compressed
Natives_guide_2017.compressedNatives_guide_2017.compressed
Natives_guide_2017.compressedStephan Morse
 
8 Digital trends to follow for 2016
8 Digital trends to follow for 20168 Digital trends to follow for 2016
8 Digital trends to follow for 2016Bahia Nar
 
Digital Marketing Trends & Innovations Research
Digital Marketing Trends & Innovations ResearchDigital Marketing Trends & Innovations Research
Digital Marketing Trends & Innovations ResearchCarmelon Digital Marketing
 
#Digital guru digital trends 2016
#Digital guru digital trends 2016#Digital guru digital trends 2016
#Digital guru digital trends 2016VizeumIre
 

Similar to The Revolution Will Not Be Televised (20)

OMD Transcend 2016
OMD Transcend 2016OMD Transcend 2016
OMD Transcend 2016
 
ReviewPreview No 5 interactive
ReviewPreview No 5 interactiveReviewPreview No 5 interactive
ReviewPreview No 5 interactive
 
RP no.5 Transforming marketing
RP no.5   Transforming marketingRP no.5   Transforming marketing
RP no.5 Transforming marketing
 
Adstream emea ai and the future of television advertising - e book
Adstream emea   ai and the future of television advertising - e bookAdstream emea   ai and the future of television advertising - e book
Adstream emea ai and the future of television advertising - e book
 
Wpp enters mobile search by Joyce Schwarz Futurist & Speaker
Wpp enters mobile search by Joyce Schwarz Futurist & SpeakerWpp enters mobile search by Joyce Schwarz Futurist & Speaker
Wpp enters mobile search by Joyce Schwarz Futurist & Speaker
 
2016 Digital Trends
 2016 Digital Trends 2016 Digital Trends
2016 Digital Trends
 
Review Preview 2014
Review Preview 2014Review Preview 2014
Review Preview 2014
 
Edelman-digital trends 2017
Edelman-digital trends 2017Edelman-digital trends 2017
Edelman-digital trends 2017
 
Digital Trends in 2017: Making Business Impact in a Changing World
Digital Trends in 2017: Making Business Impact in a Changing WorldDigital Trends in 2017: Making Business Impact in a Changing World
Digital Trends in 2017: Making Business Impact in a Changing World
 
Edelman's Digital Marketing Trends for 2017
Edelman's Digital Marketing Trends for 2017Edelman's Digital Marketing Trends for 2017
Edelman's Digital Marketing Trends for 2017
 
Youtube marketing options
Youtube marketing optionsYoutube marketing options
Youtube marketing options
 
Forecasting digital in 2016
Forecasting digital in 2016Forecasting digital in 2016
Forecasting digital in 2016
 
Digital in 2016: The Year of Consumer-Led Communications Marketing
Digital in 2016: The Year of Consumer-Led Communications MarketingDigital in 2016: The Year of Consumer-Led Communications Marketing
Digital in 2016: The Year of Consumer-Led Communications Marketing
 
Broadcast marketing trend report
Broadcast marketing trend reportBroadcast marketing trend report
Broadcast marketing trend report
 
Criteo ecommerce-industry-outlook-2015
Criteo ecommerce-industry-outlook-2015Criteo ecommerce-industry-outlook-2015
Criteo ecommerce-industry-outlook-2015
 
Natives_guide_2017.compressed
Natives_guide_2017.compressedNatives_guide_2017.compressed
Natives_guide_2017.compressed
 
Marketing Trends 2016
Marketing Trends 2016Marketing Trends 2016
Marketing Trends 2016
 
8 Digital trends to follow for 2016
8 Digital trends to follow for 20168 Digital trends to follow for 2016
8 Digital trends to follow for 2016
 
Digital Marketing Trends & Innovations Research
Digital Marketing Trends & Innovations ResearchDigital Marketing Trends & Innovations Research
Digital Marketing Trends & Innovations Research
 
#Digital guru digital trends 2016
#Digital guru digital trends 2016#Digital guru digital trends 2016
#Digital guru digital trends 2016
 

More from foundationcap

An Inside Look at Venture for Startups
An Inside Look at Venture for StartupsAn Inside Look at Venture for Startups
An Inside Look at Venture for Startupsfoundationcap
 
Why Digital Marketing Is Now Marketing In A Digital World
Why Digital Marketing Is Now Marketing In A Digital WorldWhy Digital Marketing Is Now Marketing In A Digital World
Why Digital Marketing Is Now Marketing In A Digital Worldfoundationcap
 
Big Ideas in Financial Technology
Big Ideas in Financial TechnologyBig Ideas in Financial Technology
Big Ideas in Financial Technologyfoundationcap
 
Consumer FinTech deck from Charles Moldow at FinTEx
Consumer FinTech deck from Charles Moldow at FinTEx Consumer FinTech deck from Charles Moldow at FinTEx
Consumer FinTech deck from Charles Moldow at FinTEx foundationcap
 
P2P Lending Presenation
P2P Lending PresenationP2P Lending Presenation
P2P Lending Presenationfoundationcap
 
A Trillion Dollar Market By the People, For the People
A Trillion Dollar Market By the People, For the PeopleA Trillion Dollar Market By the People, For the People
A Trillion Dollar Market By the People, For the Peoplefoundationcap
 

More from foundationcap (6)

An Inside Look at Venture for Startups
An Inside Look at Venture for StartupsAn Inside Look at Venture for Startups
An Inside Look at Venture for Startups
 
Why Digital Marketing Is Now Marketing In A Digital World
Why Digital Marketing Is Now Marketing In A Digital WorldWhy Digital Marketing Is Now Marketing In A Digital World
Why Digital Marketing Is Now Marketing In A Digital World
 
Big Ideas in Financial Technology
Big Ideas in Financial TechnologyBig Ideas in Financial Technology
Big Ideas in Financial Technology
 
Consumer FinTech deck from Charles Moldow at FinTEx
Consumer FinTech deck from Charles Moldow at FinTEx Consumer FinTech deck from Charles Moldow at FinTEx
Consumer FinTech deck from Charles Moldow at FinTEx
 
P2P Lending Presenation
P2P Lending PresenationP2P Lending Presenation
P2P Lending Presenation
 
A Trillion Dollar Market By the People, For the People
A Trillion Dollar Market By the People, For the PeopleA Trillion Dollar Market By the People, For the People
A Trillion Dollar Market By the People, For the People
 

Recently uploaded

DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdfDIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdfmayanksharma0441
 
Master the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfMaster the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfHigher Education Marketing
 
Michael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysisMichael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysisjunaid794917
 
What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?Partnercademy
 
Influencer Marketing Power point presentation
Influencer Marketing  Power point presentationInfluencer Marketing  Power point presentation
Influencer Marketing Power point presentationdgtivemarketingagenc
 
Talent Management for mba 3rd sem useful
Talent Management for mba 3rd sem usefulTalent Management for mba 3rd sem useful
Talent Management for mba 3rd sem usefulAtifaArbar
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxGeorgeCulica
 
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdfDigital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdfDemandbase
 
Infographics about SEO strategies and uses
Infographics about SEO strategies and usesInfographics about SEO strategies and uses
Infographics about SEO strategies and usesbhavanirupeshmoksha
 
McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)DEVARAJV16
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management NotesKiranTiwari42
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfadult marketing
 
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...Hugues Rey
 
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...CIO Business World
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software SolutionsDevherds Software Solutions
 
Storyboards for my Final Major Project Video
Storyboards for my Final Major Project VideoStoryboards for my Final Major Project Video
Storyboards for my Final Major Project VideoSineadBidwell
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignnersmuntasibkhan58
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainBanyanbrain
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligenceHinde Lamrani
 
Common Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic CreativityCommon Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic CreativityMonishka Adhikari
 

Recently uploaded (20)

DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdfDIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
 
Master the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfMaster the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdf
 
Michael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysisMichael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysis
 
What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?
 
Influencer Marketing Power point presentation
Influencer Marketing  Power point presentationInfluencer Marketing  Power point presentation
Influencer Marketing Power point presentation
 
Talent Management for mba 3rd sem useful
Talent Management for mba 3rd sem usefulTalent Management for mba 3rd sem useful
Talent Management for mba 3rd sem useful
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptx
 
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdfDigital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
 
Infographics about SEO strategies and uses
Infographics about SEO strategies and usesInfographics about SEO strategies and uses
Infographics about SEO strategies and uses
 
McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management Notes
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdf
 
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
 
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions
 
Storyboards for my Final Major Project Video
Storyboards for my Final Major Project VideoStoryboards for my Final Major Project Video
Storyboards for my Final Major Project Video
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignners
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | Banyanbrain
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligence
 
Common Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic CreativityCommon Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic Creativity
 

The Revolution Will Not Be Televised

  • 1. 6thKey THE By Ashu Garg General Partner, Foundation Capital @ashugarg MarTechandthe Decadeofthe CMO
  • 2. MarTech and the Decade of the CMO Technology has transformed marketing into a technical discipline as much as a creative one. The number of marketing technology startups has increased from 150 in 2011 to nearly 4,000 in early 2016. And we expect technology spend by CMOs to increase 10x in 10 years, from $12 billion to $120 billion. It’s an amazing time to be a marketer. But with the landscape changing as quickly and dramatically as it has, it’s also a challenging moment. Which is why, one year ago, we published MarTech and the Decade of the CMO, a whitepaper that was written with the aim of helping marketers to navigate the complex terrain that is marketing today. In the paper, we enumerated the 5 Keys to the Decade of the CMO —organizing principles to help marketers identify the technology that will be paramount to solving their business objectives. I stand by each of those 5 keys; but, had I written that framework today, I would have added a 6th key: video. Because today it’s the digital video revolution that will be the next defining moment in the decade of the CMO. Introducingthe6thKeyto theDecadeoftheCMO 2011 150 350 1,000 2,000 4,000 2012 2014 2015 2016 Key1: AllHailKingROI Key2: HireMathMen,NotMadMen Key3: PublishorPerish Key4: MassPersonalizationIsNotanOxymoron Key5: ClosetheDeal Key6: TheRevolutionWillNotBeTelevised 6KeystoUnlockingtheDecadeoftheCMO Today’sMarTechExplosion # of Marketing Technology Startups Source: chiefmartech.com foundationcapital.com/decadeofthecmo 2
  • 3. MarTech and the Decade of the CMO: The 6th Key 3MarTech and the Decade of the CMO TheRevolution WillNotBeTelevised It will be streamed, snapped, tweeted, and projected in virtual reality.
  • 4. MarTech and the Decade of the CMO The revolution will not be televised. It will be streamed, snapped, tweeted, and projected in virtual reality. Netflix, Hulu, Periscope, YouTube, Snapchat, Facebook Live, Twitch, Amazon, Vive, Vessel, The Screening Room—the list of new video platforms goes on and on. TV isn’t dead yet, but as people increasingly turn their eyes to other screens and modalities, video will engage a new generation of consumers. For today’s teenagers, watching video on their mobile phones is the norm. Nielsen reports that the amount of time Americans 18- to 24-years-old watch traditional TV has gone down by 38% in the past five years. And in the case of Generation Z (those born in 1995 or later), 70% prefer streaming over broadcast or cable. It’s no wonder that eMarketer predicts that by 2020, digital will account for almost 40% of total video consumption in the US. Not that anyone should be surprised; this “overnight” trend has been 15 years in the making, getting its start when DVR popularized the time shifting of programs. And today’s revolution is moving so quickly, you can expect Generation Z to adopt VR as ubiquitously as millennials took to their mobile devices. Over the next 10 years, VR headsets will be as widespread as smartphones are today, further blurring the line between our physical and digital worlds. Of course, it’s no longer just a question of when viewers watch but also how and where. The rapid proliferation of video platforms—including the emergence of virtual reality—means that brands have a host of new, more engaging ways to connect with their customers. But it also means that marketing is going to get exponentially more complex and that there is a huge opportunity for startups to write the rules of this new world order. 1975 1980 1985 1990 1995 2000 2005 2010 2015 VCR Cable AOL DBSSatellite Yahoo Google Broadband HDTV VOD AppleTV Smartphone Roku AmazonPrime InstantVideo DVR HDDVD&Blu-ray SatelliteRadio Time-ShiftedViewing Facebook 7thGenGameConsole Twitter YouTube NetflixStreaming 8thGenGameConsole Chromecast HBONow Ad-freeHulu SamsungGearVR GoogleDaydreamVR HTCVive OculusRift AppleTV4th Gen PlayStationVR StreamingRadio GoogleCardboard Instagram Hulu+ SmartTV Tablet ChoiceIsExploding The rapid proliferation of video platforms—including the emergence of virtual reality—means that brands have a host of new, more engaging ways to connect with their customers. But it also means that marketing is going to get exponentially more complex and that there is a huge opportunity for startups to write the rules of this new world order. 4
  • 5. MarTech and the Decade of the CMO 54% $28b 2015 2020 28% 18% 49% 40% 11% $62b 10.0 0 20.0 30.0 40.0 50.0 60.0 70.0 Ad-Supported Subscription Transaction 105 538 134 522 165 514 197 499 223 486 258 469 285 458 2014 0 100 200 300 400 500 600 700 800 0 10% 5% 15% 20% 25% 30% 35% 40% 45% 2015 2016 2017 2018 2019 2020 Traditional TV Total Streaming Streaming % of Total OvertheTopDigitalVideoRevenue Doublesby2020 (BillionDollars) USDigitalVideoasPercent of TotalVideoConsumption (BillionHours) Source: Informa, Marketsandmarkets.com Source: eMarketer and Wall Street Research 5
  • 6. MarTech and the Decade of the CMO Gen Z Millennials Gen X Boomers 13.2 14.8 24.1 19.7 GenerationZandtheNewDefinitionofTuningIn Generation Z shows a love for video and a growing indifference to the big box and remote. Generation Z as Culture Consumers (Gen Z = those born in 1995 or later) Weekly TV Usage by Generation (in Hours) In an era of emoji and six-second Vine videos, we tell our advertising partners that if they don’t communicate in five words and a big picture, they will not reach this generation [Z]. “ DanSchawbel, MillennialBranding,asseenintheNewYorkTimes 90% Watch YouTube daily. Are on social media daily. Prefer streaming over broadcast or cable. Are multitasking while watching. 80% 70% 77% Source: Wildness Source: US data, VisionCritical in Q4 2015 were among those over50yrsold. All gains in live and time-shifted linear TV viewing ! Source: Nielsen, nscreenmedia.com 6
  • 7. MarTech and the Decade of the CMO In Nirvana: In this new environment, CMOs will be responsible for the development of cross-platform, data-driven video strategies that blur the line between content and advertising. Scalable, personalized video content will be ever present. Imagine video and VR content (instead of ads) that is so sleekly produced viewers will want to stop and watch; when they do, they’ll find the content nearly as engaging as the programming they love. And robust ad buying platforms will make it possible for brands to distribute this marketing content across a fragmented and siloed landscape. Brands will also have a comprehensive understanding of their customer behaviors both online and offline, fueled by data from sources such as payment platforms, wearables, mobile, and Internet of Things devices. 59millionadults intheUS in 2015. watched original digital video at least once a month ! Source: 2015 IAB Original Digital Video Study Imagine video and VR content (instead of ads) that is so sleekly produced viewers will want to stop and watch; when they do, they’ll find the content nearly as engaging as the programming they love. And robust ad buying platforms will make it possible for brands to distribute this marketing content across a fragmented and siloed landscape. 7
  • 8. MarTech and the Decade of the CMO Challenges on the Path to Nirvana: Consumers have an array of platforms to choose from, with more and more sure to emerge in the coming years. Many of these outlets are already on-demand, subscription driven, and ad free—which creates the necessity for new, innovative brand marketing solutions. New Models of Content Creation As the number of platforms customers engage with (social, digital, VR, etc.) continues to increase, brands will need new models of content creation. Unfortunately, the scale of content required is immense, and there are not enough people with the skills to make it possible. Just as marketing has become a technical discipline, a new breed of technical content creators will soon emerge. Tomorrow’s content creator will have a skillset that blends digital design, filmmaking, game development (for VR), and data science to enable the rapid creation and optimization of interactive branded video and VR content across multiple platforms. In addition, the cost of creating video content is enormous—and the cost of creating VR content even more so. Before brands can fully commit to a unified video content strategy, they will need new tools and talent that allow them to create personalized content at scale across a wide range of devices. And today this feels like a long ways off, as perfecting every aspect of content creation, from engaging mobile experiences to captivating Instagram photography and clever Snapchat streams, requires expertise across completely unique creative pursuits—all at once. than each of the major broadcast networks within a year. If Netflix were a Nielsen-rated TV network, itwouldattainalarger 24-houraudience ! Source: Verizon Millennials & Entertainment Report 2014 > 8
  • 9. MarTech and the Decade of the CMO Challenges on the Path to Nirvana: Seamless, Centralized Distribution Required Once the content challenge is solved, marketers will also require easy ways of distributing that content to reach customers at every step of their individual paths to purchase. Today, each platform is a silo. There is no easy way for a brand to approach NBC and purchase ad space for The Voice across linear TV, NBC.com, Facebook, Instagram, Twitter, and YouTube at the same time. As of now, the process must be done manually, making it both expensive and inefficient. To ensure brands are reaching customers in different ways and continually reinforcing their brand message, solutions are needed to enable programmatic ad buying at a level of scale and real-time optimization that is not possible today. Tracking the Path to Purchase Over the course of a one-minute video, it’s almost impossible to know what may have triggered a customer purchase. Was it an impactful image? A line in the script? Or maybe a viewer saw something that triggered a fond memory and created a positive association with a product. In order to hone their video/VR content strategy, brands will need attribution solutions that help them better understand this customer behavior. For attribution to be actionable, brands need comprehensive, cross-channel profiles of their customers. Today, this profile is largely incomplete because online consumer behavior isn’t always accessible to marketers, and offline activity isn’t tied to a unified, accurate profile of a customer. As brands aim to increase the amount of data about their customers they capture and utilize, in order to avoid the Orwellian moniker, it will become crucial that they communicate and address user concerns over privacy and data security every step of the way. none of the 4 major broadcast networks are among their top10brands. For millennials, ! Source: Verizon Millennials & Entertainment Report 2014 The struggle for today’s marketers is real. Planning, buying, and measuring advertising effectively across the developing silos of video content—and tying together linear, digital, OTT, and social platforms—is an immensely complex challenge and will be so for at least the next 3–5 years. The MarTech industry needs to rise to this challenge and help marketers realize their cross-screen dream. “ BrettWilson, CEO/FounderTubeMogul 9
  • 10. 10MarTech and the Decade of the CMO Distribution UGCIntelligence Linear TV Over the Top Social Creation Infrastructure Marketing Consumer Exchange Advertising Buy Sell Aside from traditional TV commercials, video-focused marketing is still too new to be referred to as “established.” The entire industry is still emerging. In the future, we expect to see new technologies that support video marketers in the following ways: content creation, distribution (including programmatic ad buying), and optimization. Linear TV is dying. Long live video. And for those companies willing to take the lead, the coming era offers dazzling opportunity. Today’s MarTech Video Landscape Non-Comprehensive