1. Monday, April 7, 14

2. Following the Elusive, Fragmented,
Always-On Consumer in a
Disrupted, Mobile, Real-Time World
April 7, 2014
Presented by
Geoffrey Ramsey
Chairman, Founder
@geofframsey
Monday, April 7, 14

3. Smartphone
Users
50% of
population
Mobile Users
80% of population
Digital
Video Viewers
75% of population
(comScore)
©2013 eMarketer Inc.
Source: eMarketer 2014
Social Users
53% of population
Tablet Users
31% of population
(Media Technology Monitor)
There is a huge amount of audience
fragmentation even within digital channels
Monday, April 7, 14

4. Fragmentation happens on
television, too––especially with
divided attention spans!
Monday, April 7, 14

5. Fragmentation happens on
television, too––especially with
divided attention spans!
Monday, April 7, 14

6. Fragmentation happens on
television, too––especially with
divided attention spans!
Roughly half of
Canadian consumers
simultaneously watch
TV and use the Internet
––TVB Canada, 2013; MTM
Monday, April 7, 14

7. Fragmentation happens on
television, too––especially with
divided attention spans!
35% of mobile users
in Canada use their
smartphone or
tablet while
watching TV to
search for
information about
shows
––Rogers, 2013
Monday, April 7, 14

8. Monday, April 7, 14

9. II. How Are Marketers
Keeping Up with the
Connected Consumer?
Monday, April 7, 14

10. Step One:
Admit if you
have a
problem.
Monday, April 7, 14

11. Step One:
Admit if you
have a
problem.
Monday, April 7, 14

12. Step One:
Admit if you
have a
problem.
Monday, April 7, 14

13. Step One:
Admit if you
have a
problem.
43%
“Poorly
Integrated”
Monday, April 7, 14

14. Step One:
Admit if you
have a
problem.
43%
“Poorly
Integrated”
46%
“Improving”
Monday, April 7, 14

15. It’s tough for Canadian marketers as well...
Monday, April 7, 14

16. It’s tough for Canadian marketers as well...
#1
Monday, April 7, 14

17. Monday, April 7, 14

18. Step Two:
Realize that Circuitous
Is the New Linear in
Marketing
Monday, April 7, 14

19. Move to the more dynamic “Consumer
Journey” model
Monday, April 7, 14

20. Move to the more dynamic “Consumer
Journey” model
Monday, April 7, 14

21. Step Three:
Get on top of the data
Harvest cross-screen identities
by tapping into the streams of
data emanating from mobile,
social and video activities
©2013 eMarketer Inc.
Monday, April 7, 14

22. Step Three:
Get on top of the data
Harvest cross-screen identities
by tapping into the streams of
data emanating from mobile,
social and video activities
Think of it as an antidote to
fragmentation!
©2013 eMarketer Inc.
Monday, April 7, 14

23. Step Four: Fight multi-tasking behavior
with multi-channel marketing
©2013 eMarketer Inc.
Monday, April 7, 14

24. Step Four: Fight multi-tasking behavior
with multi-channel marketing
©2013 eMarketer Inc.
Monday, April 7, 14

25. The goal is to present consistent messaging and offer
availability across every channel, so consumers get a
seamless experience and have multiple options in terms
of their entry point into the purchase process.
Step Four: Fight multi-tasking behavior
with multi-channel marketing
©2013 eMarketer Inc.
Monday, April 7, 14

26. The goal is to present consistent messaging and offer
availability across every channel, so consumers get a
seamless experience and have multiple options in terms
of their entry point into the purchase process.
Step Four: Fight multi-tasking behavior
with multi-channel marketing
©2013 eMarketer Inc.
Smart use of data––across platforms––
will be the only way to keep up with
rising consumer expectations.
Monday, April 7, 14

27. The Speed/Quality Matrix for Creative
involves trade-offs
Q
U
A
L
I
T
Y
High
SPEED
Low
Slow Fast
Monday, April 7, 14

28. The Speed/Quality Matrix for Creative
involves trade-offs
Q
U
A
L
I
T
Y
High
SPEED
Low
Slow Fast
Traditional
ad creative
today
Monday, April 7, 14

29. The Speed/Quality Matrix for Creative
involves trade-offs
Q
U
A
L
I
T
Y
High
SPEED
Low
Slow Fast
Traditional
ad creative
today
rapide
merde
Monday, April 7, 14

30. The Speed/Quality Matrix for Creative
involves trade-offs
Q
U
A
L
I
T
Y
High
SPEED
Low
Slow Fast
Traditional
ad creative
today
merde
lente
rapide
merde
Monday, April 7, 14

31. The Speed/Quality Matrix for Creative
involves trade-offs
Q
U
A
L
I
T
Y
High
SPEED
Low
Slow Fast
Traditional
ad creative
today
merde
lente
rapide
merde
“Good
enough”
Monday, April 7, 14

32. The Speed/Quality Matrix for Creative
involves trade-offs
Q
U
A
L
I
T
Y
High
SPEED
Low
Slow Fast
Traditional
ad creative
today
merde
lente
rapide
merde
“Good
enough”
A good idea,
executed
quickly, can
still = quality
Monday, April 7, 14

33. Set an Engagement Level
Trigger PointENGAGEMENT
RATE
Time
Trigger
Point
0
Monday, April 7, 14

34. Set an Engagement Level
Trigger PointENGAGEMENT
RATE
Time
Trigger
Point
0
Monday, April 7, 14

35. Set an Engagement Level
Trigger PointENGAGEMENT
RATE
Time
Trigger
Point
0
Monday, April 7, 14

36. Set an Engagement Level
Trigger PointENGAGEMENT
RATE
Time
Trigger
Point
0
Boost media spend
behind activity
Monday, April 7, 14

37. Set an Engagement Level
Trigger PointENGAGEMENT
RATE
Time
Trigger
Point
0
Boost media spend
behind activity
Monday, April 7, 14

38. Source: Econsultancy and Adobe, Jan, 2014
As a marketer, make Content Marketing
a #1 priority
Monday, April 7, 14

39. Source: Econsultancy and Adobe, Jan, 2014
As a marketer, make Content Marketing
a #1 priority
0%
15%
30%
45%
22%
23%
26%
44%
Targeting, Personalization
Conversion Rate Optimization
Social Media Engagement
Content Marketing
Survey: Leading Digital Priorities in 2014,
according to B2C Marketers Worldwide
Monday, April 7, 14

40. Source: Econsultancy and Adobe, Jan, 2014
As a marketer, make Content Marketing
a #1 priority
0%
15%
30%
45%
22%
23%
26%
44%
Targeting, Personalization
Conversion Rate Optimization
Social Media Engagement
Content Marketing
Survey: Leading Digital Priorities in 2014,
according to B2C Marketers Worldwide
Monday, April 7, 14

41. Instead of “hunting,” think of
“fishing” for the consumer...
Magnetic
Content
Monday, April 7, 14

42. Instead of “hunting,” think of
“fishing” for the consumer...
Magnetic
Content
Monday, April 7, 14

43. Instead of “hunting,” think of
“fishing” for the consumer...
Magnetic
Content
Monday, April 7, 14

44. Instead of “hunting,” think of
“fishing” for the consumer...
Magnetic
Content
Monday, April 7, 14

45. First, master the mobile
mindset:
Monday, April 7, 14

46. First, master the mobile
mindset:
1. Shifts the power even more towards the
consumer;
Monday, April 7, 14

47. First, master the mobile
mindset:
1. Shifts the power even more towards the
consumer;
2. Erases the gap between the physical and digital
worlds;
Monday, April 7, 14

48. First, master the mobile
mindset:
Monday, April 7, 14

49. Combining in-store mapping with real-time mobile
messaging to detect and react to shoppers’
intentions while they’re in the store
Next step forward with mobile geo-targeting:
Monday, April 7, 14

50. Combining in-store mapping with real-time mobile
messaging to detect and react to shoppers’
intentions while they’re in the store
“We will know you’re in the
tomato sauce section and
be able to deliver you a
recipe, health information
or point out the best value
on the aisle.”
––Scott Townsend, Urban Airship
Next step forward with mobile geo-targeting:
Monday, April 7, 14

51. Double-digit growth for digital this year
Monday, April 7, 14

52. Digital ad spending as a % of total ad
spending
UK
US
Canada
WW
Germany
0% 10% 20% 30% 40% 50%
23.0%
25.3%
26.1%
27.9%
43.5%
Source: eMarketer, 2014
Monday, April 7, 14

53. Digital ad spending as a % of total ad
spending
UK
US
Canada
WW
Germany
0% 10% 20% 30% 40% 50%
23.0%
25.3%
26.1%
27.9%
43.5%
Source: eMarketer, 2014
Monday, April 7, 14

54. Digital ad spending as a % of total ad
spending
UK
US
Canada
WW
Germany
0% 10% 20% 30% 40% 50%
23.0%
25.3%
26.1%
27.9%
43.5%
Source: eMarketer, 2014
#9 in
digital ad
spend per
internet
user
Monday, April 7, 14

55. Canada is in the 2nd tier along with UK,
Germany, France, etc
2013
*IDC (3%); Accordant Media (4%), 2013;
**Exchange Lab, 2013; eMarketer interviews
(mostly Programmatic direct)
Digital
Display Ad
Spending
C$1.25B
Monday, April 7, 14

56. Canada is in the 2nd tier along with UK,
Germany, France, etc
2013
*IDC (3%); Accordant Media (4%), 2013;
**Exchange Lab, 2013; eMarketer interviews
(mostly Programmatic direct)
RTB = ~3% - 4%*
Digital
Display Ad
Spending
C$1.25B
Monday, April 7, 14

57. Canada is in the 2nd tier along with UK,
Germany, France, etc
2013
*IDC (3%); Accordant Media (4%), 2013;
**Exchange Lab, 2013; eMarketer interviews
(mostly Programmatic direct)
RTB = ~3% - 4%*
Programmatic =
~15%**
Digital
Display Ad
Spending
C$1.25B
Monday, April 7, 14

58. Canada is in the 2nd tier along with UK,
Germany, France, etc
2013
Roughly 12+ months
behind the US
*IDC (3%); Accordant Media (4%), 2013;
**Exchange Lab, 2013; eMarketer interviews
(mostly Programmatic direct)
RTB = ~3% - 4%*
Programmatic =
~15%**
Digital
Display Ad
Spending
C$1.25B
Monday, April 7, 14

59. Canada is in the 2nd tier along with UK,
Germany, France, etc
2013
*IDC (3%); Accordant Media (4%), 2013;
**Exchange Lab, 2013; eMarketer interviews
(mostly Programmatic direct)
Digital
Display Ad
Spending
C$1.25B
Monday, April 7, 14

60. What’s growing fastest within digital in
Canada?
Spending growth rate in 2014
Source: eMarketer, 2014
Monday, April 7, 14

61. What’s growing fastest within digital in
Canada?
Spending growth rate in 2014
+23%
Source: eMarketer, 2014
Monday, April 7, 14

62. What’s growing fastest within digital in
Canada?
Spending growth rate in 2014
+23% +52%
Source: eMarketer, 2014
Monday, April 7, 14

63. What’s growing fastest within digital in
Canada?
Spending growth rate in 2014
+67%+23% +52%
Source: eMarketer, 2014
Monday, April 7, 14

64. What’s growing fastest within digital in
Canada?
Spending growth rate in 2014
+67%+23% +52%
Source: eMarketer, 2014
Monday, April 7, 14

65. What’s hottest?
Monday, April 7, 14

66. What’s hottest?
Monday, April 7, 14

67. Geoffrey Ramsey
Chairman, Co-Founder
geoff@emarketer.com
@geofframsey
#iMediaSummit
Monday, April 7, 14

68. Geoffrey Ramsey
Chairman, Co-Founder
geoff@emarketer.com
@geofframsey
#iMediaSummit
Monday, April 7, 14