Digiday Media Buying Summit | Carat
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By: Sarah Stringer, Head of Innovation at Carat
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Digiday Media Buying Summit | Carat
- 1. New Tech and the Future of Media Buying Digiday Media Buying Summit
- 2. …I hate being called a media buyer 2
- 4. Advertising as we know it is changing, as consumer behavior and expectations evolve The market evolution 4
- 5. 5 Source: eMarketer, Feb 2017, Note internet users of any age who access the internet at least once a month via any device (including a mobile device) that has an ad blocker enabled 15.70% 20.60% 24.20% 27.50% 30.10% 2014 2015 2016 2017 2018 %ofinternetusers US Ad Blocking User Penetration 2014 - 2018 People are more in control of the content and advertising they consume… and they’re fed up with bad advertising
- 6. 6Photo by Rod Long on Unsplash Technology continues to shape how people interact with each other and the world around them
- 7. Generational differences are formed through age and cultural context BABY BOOMERS AGES: 54-72 Formative events: Vietnam war, Watergate/Nixon resignation, Woodstock, JFK & MLK assassinations GEN X MILLENNIALS GEN ALPHAGEN Z AGES: 38-53 Formative events: Fall of Berlin, end of Cold War, aids crisis, MTV/music videos AGES: 22-37 Formative events: 9/11, Obama election, Great Recession, Rise of global internet AGES: 8-21 Formative events: Global terrorism, Trump election/Brexit, digital natives, Youtube & digital content AGES: tbd Formative events: 1st generation born entirely in the 21st century, commercial spaceflight will likely become a reality during their lifetime
- 8. The technology widely available is formative to media habits 8 Cable TV Gaming 1.0 Search Email Internet in home Mobile phones Social media 1.0 Gaming 2.0 Online Shopping e.g. eBay & Amazon Social Media 2.0 Smartphones Mobile Apps Social gaming AR/VR Streaming Video Streaming Audio Live Streaming Wearables 1.0 Smart homes Voice Tech Wearables 2.0 A.I. Digital Assistants … TV FM Radio Phones in home (mainstreaming) Niche interest magazines BABY BOOMERS GEN X MILLENNIALS GEN ALPHAGEN Z
- 9. This is reflected in the platforms people are spending their time… 9
- 10. 10
- 11. Audiences are going deep into medium’s that put them in the driving seat and allow them to dive deep into areas of interest to them 11Source: The Infinite Dial, 2018 Edison Research One, 18% Two, 17% Three, 13% Four or Five, 21% Six to Ten, 17% Eleven or More, 14% Number of Podcasts Listened to in the Last Week Average of seven podcasts listened per week
- 12. Human nature is still the driver The Evolution of Media 12
- 13. Smart speaker growth, fastest growing product since the smartphone 13Source: eMarketer 2018 43.9 61.1 69.7 76.5 35.6 45.4 52.8 30 40 50 60 70 80 90 2017 2018 2019 2020 Q2 2018 (new) Q2 2017 (old) US Smart Speaker Users in Millions 2017 - 2020Amazon Alexa still #1, yet share dropping as Google Home’s Assistant proves a stronger proposition 41% share 28% share Smart Speaker Global share
- 14. 14Source: AYTM Market Research as cited in company blog April 17,2017 Doing this looks weird Yes, multiple, 44.8% Yes, one, 37.6% No, 17.6% US internet users who own voice- enables devices by type, April 2017 Yes, multiple Yes, one No Device type: Smartphone – 95.6% Vehicle – 26.4% Home assistant 14.8% Other 12.7%
- 15. VR and AR is set to be a $150 Billion industry 15 VR, $30 B AR, $120 B VR/AR Projected Market Opportunity by 2020 $150 Billion
- 16. 16 Globally, only 3% of Internet users have a VR headset Doing this looks and feels weird
- 17. 17 If someone says it’s going to cost a lot to prove the idea… it doesn’t smell right
- 18. = Stop having a million meetings and get it done. Test something out, see what result it gives you, and scale 18 Rapid decision-making and forecasting ad spend decisions
- 19. 19 Think like a human, what do you know to be true about why people are using some things and not others New technology succeeds when it enhances people’s lives, what is the data telling you about human behavior Experiment by creating hypothesis and test it in market Don’t spend a fortune to prove something, you can scale after you’ve tested
Notes de l'éditeur
- New technology is turning media buying on its head. From AI to cognitive tech to voice to blockchain, adopting the right technology has never been more important for informing more rapid decision-making and forecasting ad spend decisions. Hear from Sarah Stringer, svp head of innovation for Carat USA, about how they're using new technology to add value to the marketing mix, and what this all means for the future of media buying.≈
- The growth we’ve seen in successful platforms, all largely focus around tailoring experience for their users. By building relevant user experiences, time spent, return usage and loyalty all increase.
- 44% of the population (124M) in the US have listened to a podcast, with 26% (73M) listening monthly and 17% (48M) listening weekly, which is wild, when you think about how long podcasts can be, like 30mins - 1.5hrs, with very few commercials. We’re seeing audiences dive in deep into areas of interest for them, and spend significant time there.
- https://www.forbes.com/sites/johnkoetsier/2018/05/29/smart-speaker-users-growing-48-annually-will-outnumber-wearable-tech-users-this-year/#3d16f7485dde https://www.forbes.com/sites/johnkoetsier/2018/05/25/massive-reversal-google-home-sales-explode-483-to-beat-amazon-for-smart-speaker-crown/#7263ce6f508c first quarter of 2017, Amazon owned almost 80% of the smart speaker market, while Google sipped up just 19.3%. But in the same quarter this year, Google sold more than a third of all smart speakers, while Amazon's share plummeted to 27.7%. Amazon Smart Speaker Share Drops To 41%; Google Up To 28% by Chuck Martin , August 14, 2018 Amazon’s smart speaker market share globally fell from 44% to 41% in the second quarter, according to the latest quarterly research from Strategy Analytics. Google has increased its smart speaker market share from 16% last quarter to 28% in the second quarter. Alibaba finished third with Apple and JD.com completing the top five. “Amazon and Google accounted for a 69% share of global smart speaker shipments in Q2 2018 down from over 90% in Q2 2017,” stated David Watkins, director at Strategy Analytics. “China has the potential to be a hugely lucrative market for smart speakers and the voice assistant platforms that power them and Google’s recent $500 million strategic partnership with Chinese ecommerce giant JD.com is a sign that it is deadly serious about not missing the opportunity.” The decrease in overall market share of the leading devices Amazon Echo and Google Home is attributed to the fast-growing Chinese market dominated by local mega-brands Alibaba, JD.com and Baidu.
- Globally, only 3% of Internet users have a VR headset. Here’s the penetration by region: 5% -- North America 3% -- Asia Pacific 3% -- Europe 3% -- Latin America 2% -- Middle East and Africa
- New technology is turning media buying on its head. From AI to cognitive tech to voice to blockchain, adopting the right technology has never been more important for informing more rapid decision-making and forecasting ad spend decisions. Hear from Sarah Stringer, svp head of innovation for Carat USA, about how they're using new technology to add value to the marketing mix, and what this all means for the future of media buying.≈
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