Digital As Of 2020 And COVID-19

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Digital Media As Of 2020
BigBrother isownedandDevelopedbyMediaSci Company. All CopyrightsReserved. Confidential Document
This document tries to detail the current situation as per the COVID19 and
the new trends for business on the web It includes analytics from reputable
sources and BigBrother Analytics.

Welcome
Eng. Mostafa Gamrah
CEO MediaSci | Big Brother Analytics
Email : mostafa.gamrah@ media-sci.com
BigBrother isownedandDevelopedbyMediaSci Company. All CopyrightsReserved. Confidential Document

Big Brother is owned and Developed by MediaSci Company. All Copyrights Reserved. Confidential Document
INFLUNCER
CORRECTION
REGAINING
CONTROL
SN DOING
COMMERCE
DEMOCRATISATION
OF AI
CONTENT
Creation MODEL
1 2 3 4 5
AGENDA
0WHAT ISTHISCHANGE
OF COVID19

WHAT ISTHIS CHANGE
OF COVID19
0

Big Brother by MediaSci® All copyrights reserved 2020. Confidential document
The path to next normal is
uncertain and will differ for
each country, sector, and
company. There are ways,
however, to prepare for the
transition.

Global Economic Summary:
Current & Future Prospectus.
Prepared By:

The change in consumers time spending

Actionsthatinstitutionscantake

Companies need to think and act
across the five horizons.
The five horizons Resolve :
RESOLVE : Address the immediate challenges that COVID-19 represents to institution’s workforce,
customers, technology, and business partners.
Resilience : Address near-term cash-management challenges and broader resiliency issues during
virus-related shutdowns and economic knock-on effects.
Return : Create detailed plan to return business to scale quickly as COVID-19 situation evolves and
knock-on effects become clearer.
Reimagination: Reimagine the next normal: what a discontinuous shift looks like and implications
for how institutions should reinvent
Reform Be clear about how regulatory and competitive environments in industry may shift

What is this change
Your past success guarantees nothing. When the paradigm shifts, and keep
shifting for socioeconomic reasons, and for social optimization reason.
Total
vagueness
Living the global crisis with so little
scientific roadmap for the pandemic.
,nor the market behavior.
Adjusting for a new untested adaptability
life models effecting the society and the
economy. Anationalistic centric behavior ,
and a fear for the future
Social media availing more and more
optimized resolutions making us in
a need for more changes to save
lives and money.
New Norm 1
• Adaptability
• Social
Transmission
New
Norm 2
Optimality

Number Of New COVID19 cases per week in some geos

Six digital and
mobile
technologies that
helped guide
governments and
businesses facing
the pandemic.

The Change : More data driven decision making
ü Most data are bad data
ü Who is selling the data
• How many level of targeting to reach as many
real new customers.

• The rise of the contact-free economy.
• For millennials and members of
Generation Z—those born between
1980 and 2012—this crisis represents
the biggest disruption they have faced.
Their attitudes may be changed
profoundly .
• the decisions made during this crisis
lead to a burst of innovation and
productivity, more resilient industries,
smarter government at all levels,
• Distance is back.
• More government intervention in the
economy.
• 60 percent of all jobs could see more
than 30 percent of their key tasks
automated.

SN DOING COMMERCE
1 2 3 4 5
1

HOW IS THIS HAPPENING?
With consumers demanding a more seamless and cohesive buying journey ,brands
explored integrating the new commerce options being developed by the social
networks. As a result, social media is shifting from merely being an inspiration or
education, and for discovery channels to a full storefront experience.
60%
Percentageof people who areinfluenced
by digital content whenshopping
Percentage of people bought a
productonline after discoveringit
on socialmedia
Percentageof merchantswho use
social medial to generatesales
55% 40%

PLATFORM OPPORTUNITIES
Facebook Pay Shopping ads Shoppable and swipe up stories
Shoppable stickers Checkout onInstagram WhatsApp Catalogues

In app purchases
#Hashtag ChallengePlus
Shop by brand Personalised recommendations
Catalogs Shopping ads Shopping search
In game directpurchase

Moments Ads
In apppurchases
News Feed Ads
In apppurchases

OMNICHANNEL COMMERCE:
OASIS
Oasis has built a complete omni-channel experience
that extends through their social channels.
On Instagram, they feature tagged products that link
directly to optimised product pages and their profile
features a link to their mobile optimised Instagram
store.
Most impressively, when users login, the product
stays in their cart, regardless of what device they
use. Customers even have the option to "Find in
Store," allowing customers to find the product
they've identified online in their nearest store to
try on or pick up.
To complete the experience, in-store shop
assistants will offer advice based on user’s
online preferences and history with thebrand.

AR COMMERCE:LEGO
LEGO Wear and Snapchat launched a
clothing store with no clothes in it
allowing them to swap a traditional
shopping experience for AR pop-up.
The physical store was empty of
everything except a plinth-posted
Snapcode which once scanned
allowed shoppers to enter a virtual
shop that a featured an interactive DJ
booth, LEGO bouncer, arcade machine,
and most importantly, exclusive products
forpurchase.
It’s a fantastic example of how brands are
blurring real world and virtual spaces and
enabling people who can’t make it in
person access to their products.

INTERACTIVE COMMERCE:ADIDAS
Adidas teamed up with Snapchat to
launch its limited- edition baseball
cleats.
Adidas created a game that you can play in
Snapchat called "Baseball's Next Level,"
where customers can play as famous MLB
athletes. Users can also shop for the new
Adidas cleats through a shopping
functionality built right into thegame.
Creative content will take a front seat as
social commerce features become
increasingly popular. It is more important
than ever to add value and put customer
experience first through content which
leads to purchase in a natural, non-invasive
way.

WHAT’S NEXT?
• The platform's walled ecosystems will get even higher as social content becomes
shoppable microsites. This could lead to the proliferation of 'dark websites' that
are just a warehouse of items available for purchase through APIs.
• There will be a boom in influencer affiliate marketing through social as their sales
figures become more trackable and transparent.
• Fuelled by improvements in augmented reality and camera detection
technologies the distance between inspiration and purchase will continue to
shorten upending the path to the buying cycle. Everything we see will be instantly
shoppable both on and offline wherever we are in the world.
• Personalised marketing will get more personal as social media platforms track
previous purchases and begin to recommend the perfect accompaniments.
• Social platform's digital wallets will open the internet up to the 'unbanked’.

INFLUNCERS CORRECTION
2

HOW IS IT ?
10bnUSD
Thepredicted sizeof the influencer
marketing industry by2020
Percentage ofconsumers aged18- 34 have been swayed in
their decision-making process bydigital influencers
61% +22%YoY
Influencer marketing wasthe fastest growing
onlinecustomer acquisition channel in2018.
• Influencer culture isn’t ‘niche’ anymore and the authenticity of ‘influencers’ is being
called into question.
• The rise of ‘ shitposting ’
• Brands need to work with influencers to ensure there's a clear value exchange for
both the influencers and their followers.

Facebook Brand CollabManager News FeedDiscovery
Facebook Stars
Creator studio Branded contentads

Channel Memberships
Super Stickers goGlobal
Shop buttons to profiles Brand takeover ads
Sponsored influencerposts

INFLUENCER TIERS:REVOLVE
Revolve has remained authentic, relatable and
influential to Millennials and Gen Z’s by carefully
selecting the right influencers since2003.
An early adopter in the influencer marketing
space, they are a perfect example of how-to
successful blend influencer strategyacross
campaign objectives.
Revolve carefully selects a range of influencers
from celebrities to alarge mix of micro and mid-
tier influencers allow them to gain both reach as
well as authentic endorsement andengagement.
They’ve now accrued a roster of over 3,500
influencers who collectively drive an estimated
70% of sales for the company despite only
making up 25% of their annual marketing
budget.

Study Tube - an online
community of young people who
revise and encourage each other
in their scholastic endeavors.
These ‘good influencers’
revolve around helping Gen Z
better themselves - a sort of
online study buddy or
influential role model.
One in five UK teenagers are
now using “Study Tubers” to
help them revise for their
GCSEs, a survey has found.
GOOD INFLUENCE: STUDY TUBE

VIRTUALINFLUENCE: LIL MIQUELA
Samsung partnered with well-known virtual
influencer, Miquela Sousa (Lil Miquela), bringing
her onboard for the new Galaxy S10 launch.
They also featured her alongside, Steve Aoki,
Millie Bobby Brown and Ninja for a video in their
#DoWhatYouCant campaign.
Virtual influencers represent a need for people to
express themselves and are a unique
representation their true selves. As they gain
popularity more brands will likely jump on board
to leverage their lower risk round the clock
efficiencies.

WHAT’S GOING TO HAPPEN NEXT?
• Authenticity and creativity will be the biggest factors in whether a campaign resonates with consumers.
• Brands will strike up more longer-term partnerships with smaller influencers so they can grow their followings together.
• Advancements in CGI andAI technology will allow brands to embrace the weird and wonderful world of virtual influencers
through brandedstorytelling.
• Influence will become more closely associated with purpose through the rise of 'good influencers'
• Whilst Instagram will remain the preferred platform for influencer marketing, platforms like TikTok will go mainstream with more
brands using the platform and its influencers.
• Brands will realise that they have influencers within their walls that they have yet to discover leading to new influencer employee
advocacy programs.
• Whilst video in all its forms (Live, IGTV, YouTube, etc) will continue to grow, audio enabled influencer content like podcasts will
become the powerful medium in a marketer's toolkit.

REGAININGCONTROL
3

WHAT ISIT?
80%
Percentage ofsocial mediausers are
concerned about businesses accessingthe
datathey shareon social mediaplatforms.
Percentage of consumers say
they’relikelyto buy frombrandsthat
are transparent onsocial.
Percentageof userssurveyedby the Atlantic who
saidthey changedtheir behaviour after learning
about the Cambridge Analyticascandal
53% 41.9%
Data privacy concerns, combating disinformation and a rising awareness of mental
health has led to users to take more control of their social media usage. Consumers
are starting to explore new closed communities. The knock-on effect for brands has
been equally as stark as they respond to new regulations like GDPR and are required
to re-examine their paid media strategies due to reduced retargeting capabilities.

PLATFORM ADJUSTMENTS
Facebook AdLibrary
WhyAm Iseeing This
Ad TargetingTransparency Removal
of suggestions ClearActivityFacebook News
RestrictedTargeting
Fake account crackdowns
Third party fact checking and labelling

ALT PLATFORMS:
PRIVATE NETWORKS
People are starting to explore more private
social networks like Minds, MeWe, Telegram
and WT:Social.
Similarly, Telegram with over 200 million
MAU's has become the social media of choice
in some areas of APAC. Telegram offers
complete anonymity of users, multiple
sessions , secret chats, and a public API have
been gaining traction.

FACT CHECKING GOES SOCIAL:
SNOPES & AFP
The number of fact-checking outlets around the world
has grown to 188in more than 60 countries amid
concerns about the spread of misinformation.
While politics has been amajor driver, many outlets are
also concentrating on viral hoaxes or other forms of
misinformation such as fake health claims.
Interestingly, the fact-checkers are starting to deploy
more in-depth social media strategies to ensure their
content gets shared rather than just referenced.
Snopes for example has started an Instagram handle
which creates bold, succinct, social media ready posts
andAFP Factcheck Twitter is focusing on making fact
checking accessible to the normal user.

CLOSED BRAND COMMUNITITIES:
STARBUCKS
Starbucks' "Pumpkin Spice Latte" or "PSL" is one of the brands most loved
and followed products. To capitalize on this, the coffee brand started an
exclusive Facebook Group called the Leaf Rakers Society. PSL lovers can
to apply to be part of the group.
Starbucks posts exclusive content in the community, members share
images with their PSL's, comment with suggestions that might help the
brand inform product decisions, and even donate to charitable causes.

• Amidst privacy concerns (and potentially new regulations) social media targeting
will become less personalised and CPMs will increase as there more competition
for inventory.
• There will be a rebirth of human curated, fact checked, slow content.
• Transparency and provenance will become key components of branded
communications.
• Consumers will start demanding direct control of their data, becoming gatekeepers
of their own digital lives, so they can start to design and control their own digital
ecosystem to servers up content based on how they’ve set their personal
algorithms.

THE DEMOCRATISATION OFAI
4

WHAT ISIT?
'How to best utiliseAI?' is quickly becoming a key question for business so it’s of little surprise that it
could have a huge impact on the marketing department as well as agencies. One of the most
exciting areas of AI is how it can be used to bolster humanity creativity. AI is already being used to
power customer experience through chat bots, but it’s quickly expanding into other areas such as
video and copycreation.
While AI has the potential to make a huge positive impact, there are also real concerns around its
misuse. Brands and agencies will need to tread very carefully when usingAI to avoid creating
even more distrust and disillusionment amongst consumers.
2.1bn
USD
Thepredicted sizeof theAIfor
social mediamarket
The predictedpercentage of brands who
will be using chatbots for consumer
interactionsby the endof 2020
80% 2X
Theincreaseinthe amount
of deepfakevideoscomparedto the
previousyear

Banned misleadingdeepfakes Labelling or hiding images that are photoshopped Introduced a FaceSwapFeature

CAMPAIGN DEEPFAKES:
MALARIA NO MORE
Like most technologies, deepfakes aren't
inherently bad, they can be used to entertain
affect as on TikTok, or to help deliver a more
global reach.
Malaria No More A launched a “Malaria Must
Die” campaign, where David Beckham
appears to speak nine languages using deep
fake technology.
After watching the video viewers were
encouraged to sign a “voice petition” by
recording their own voices saying, “Malaria Must
Die.”
As the technology continues to develop brands

BIG DATAAI: KFC
E-sports is agrowing global phenomenon with over 25.7 million
viewers in the US and over 200 million people engaging with it in
China.
KFC realized that there wasn’t a way to predict who’d win these highly
watched matches, so they created aprediction model that leveraged
big data to solve the problem.
KFC built the Colonel KI into their mobile app giving fans access to the
predictions along with exclusive KFC coupons leading to 203 million
views and 70 minutes of brand exposure per day (4x more than
planning).
More importantly, KFC inserted itself in the e-sports arena, by
becoming an invaluable part of their
customer's everydaylives.

AI COPYWRITING: ALIBABAAI COPYWRITER
Alibaba has created an AI copywriter that
produces up to 20,000 lines of e-commerce copy
per second.
The AI copywriter continuously improves its craft
by analysing lines of copy on Alibaba's T-mall
and Taobao eCommerce platforms to
understand what types of copy performbest.
Increasing efficiencies through the removal of
repetitive tasks allowing creatives to spend more
time on big ideas and content for their
audiences.

• Data analytics will unlock previously incomprehensible insights for brands meaning
they can narrow the gap between what brands think consumers want and what they
actually want.
• First touch customers service will become increasingly automated and most
consumers won't be able to tell the difference. Humans will only become involved
in outlier cases.
• AI will become a go-to resource for iterative creative executions especially if
multiple languages are involved. Programmatic media buying solutions will port
into social content as turnkey SAAS solutions for personalised messaging
campaigns.
• People will begin fact checking on content they see on the digital fronts

THE NEW CONTENT MODEL
5

WHAT ISIT?
175%
Percentagegrowth fromlast year
of Spotify’smonthlyuserslistening
to podcasts
Percentage ofpredictedonline
searchesin2020 will bevoice
searches
Percentage of respondents who believe that by the
year 2025, immersive technologies like augmented
reality,will beasubiquitousasmobiledevices.
50% 90%
People are consuming more content than ever before. In fact, we spend more
than 142 minutes just on social media a day. People are finding new ways to engage
with content throughout their lives. The explosion of new content types such as
podcast, longer captions, and micro blogs.

SparkAR Horizon
Facebook Gaming
Voice enabled audioads
Increased investment in developing podcast offering

Netflix ads possibilities
AR Scan LensStudio
Snapchat DiscoverySeries

PERSONALISED AUDIO:MICHELOB
Michelob partnered with Spotify to build a custom,
experience for runners.
To make the experience as personalised as possible,
content was delivered to runners based on their location,
local time and weather with the follow-up messages
during exercise andrecovery.
Each ad then invited Spotify free users to visit the ‘Miles
of Michelob Ultra’ microsite where they can listen to
their personalised Spotify playlist based on the running
distance, intensity andlocation.
On finishing the playlist, listeners were invited to post
their run on the Michelob Ultra Marathon site to receive
rewards.

INTERACTIVE STORYTELLING:
TINDER
Tinder created an interactive adventure that represents a
whole new way to match on the app. The "Swipe Night"
story is an adventure that allows you to decide what
happens next at key turning points. Importantly, the
choices not only impact the story, but also who you match
with.
Swipe Night takes place live, inside the app and as the
story unfolds users face moral dilemmas and practical
choices. With 7 seconds to choose, there's no goingback.
After Swipe Night, the choices are added to your profile
showing what decisions you did or didn't make to your
potential matches.
Storytelling through immersive experiences is a great way to
keep customers engaged with attention spans continuing
to decrease.

AR FILTER: WHICH CHARACTER
ARE YOU?
Instagram and Facebook Stories were
taken over by filters in December as
users raced to find out which Disney,
Pokemon, or Harry Potter charter they
were.
Although created by users and not brands
in this instance, this phenomena clearly
outlines the potential of augmented reality
lens in brand campaigns as a way of getting
consumers to further engage with
branded content.
There is a huge opportunity for clever
brands to couple AI and personal data to
create highly personalised experiences that
people will want to share.

• Audio and voice will becoming an increasingly important part of the marketing
mix as brands explore audio driven content narratives.
• Interactive storytelling will unlock more personalised content experiences
based on user choices. The opt-in nature of the experience will lead a greater
acceptance of future personalised content from the brand.
• Event driven cultural moments will become integrated viewing experiences that
see audience participation on a level playing field with the content itself.

Data says: Marketers who increase media spending in
downturns grow 4.5 times faster.

Conclusion
Continue investing in advertising , Re-run your old creative , Maintain your
share of voice to increase market share
Don’t Touch
Your Stocks
Living the global crisis with so little
scientific roadmap for the pandemic.
,nor the market behavior.
Adjusting for a new untested adaptability
life models effecting the society and the
economy. A nationalistic centric behavior ,
and a fear for the future
Social media availing more and more
optimized resolutions making us in
a need for more changes to save
lives and money.
Don’t Touch
Your Ads
Don’t Touch
Your Face

THANK YOUBigBrotherAnalytics.com
Email : mostafa.gamrah@media-sci.com

Digital As Of 2020 And COVID-19

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