Ducey HRAMA 09 july2015

TheLocalMedia&AdvertisingExperts

BIA/Kelsey has led in this space for 30

years as the leading research, consulting

and advisory service company focused

exclusively on local media.

The local marketplace of media, marketing,

advertising and technology platform companies is

one of the fastest moving industries of our time.

Uberfication

Local On-Demand Economy

Is Uber the death of marketing?

Local Advertising Forecast

Final Thoughts

Topics

4http://www.dizzle.com/blog/be-millennial-ready-3-ways-to-do-it-why-you-must/

Estimated Driver Earnings per Hour

Ladies and gentlemen, start your engines!

Ready to start driving for Uber? See me at the back of the

room to sign up . . .

Uberfication, aka “The 1099 Economy”

Nobody works for a company anymore, why should you?

Asking Tough Questions about the “Gig” Economy

The “Gig” or “Sharing Economy” and Safety Nets?

Uberfication

Final Thoughts

Topics

How Does Uberfication Impact

Local Businesses?

Uberfication of Local Services

JUNE 12, 2015San Francisco, CA

Mission Bay Conference Center

#BIAKLIVE

RISE OF THE LOCAL

ON-DEMAND ECONOMY

We define LODE as:

The marketplace of services summoned on-demand via mobile

apps, fulfilled offline.

LODE: Local On-Demand Economy

Wait, what is LODE again?

LODE apps summon products

or services on-demand, to be

fulfilled or delivered offline.

For users: LODE brings immediate solutions to

their fingertips.

For providers: LODE aggregates demand,

creating marketplace transparency that reduces

marketing and customer acquisition costs.

The result: Bringing buyer and seller together in

an efficient marketplace with leaner unit

economics.

LODE: A Game of Supply / Demand Balance

On-demand culture,

millennials, urbanization,

smartphone ubiquity

Providers

Unemployment, flexibility,

rise of the 1099 economy.

LODE Formula:

Create, Aggregate & Reveal Supply-Side Liquidity

Automation – Office and industrial jobs tipping toward

obsolescence

Sharing Economy – Sustainability and reuse/e-commerce/shared

ownership accelerate

Millennial Values - Time and experience become more valuable

than “stuff”

The Last Logistical Mile – Enterprise data exchange trickles down

to SMBs, workers, 30 years after it appeared in corporate life

Customization & Co-Creation – Customers turn demand to

specific features and values rather than mass-produced industrial

products; crowdsourcing

3D Printing & Robotics - Manual work can be done anywhere,

based on globally accessible production processes

The Converging Trends

19http://digitalintelligencetoday.com/the-uberfication-of-everything-master-list-of-uber-inspired-businesses/

How BIG could it get?

Raising $1.5B, Puts valuation at over $25B

http://money.cnn.com/2015/06/27/technology/airbnb-funding-valuation-update/

http://www.forbes.com/sites/chrismyers/2015/05/13/decoding-ubers-50-billion-valuation-and-what-it-means-for-you/

Source: CB Insights, The On-Demand Report, May 14, 2015

$18.5B in estimated 2015 revenue, more than 60 percent of which is driven by Uber.

$465B addressable market for household services in 2015 (based on 18 percent of the U.S. population, less U6 unemployment, to reflect ability to pay for LODE services)

$93B in LODE company revenue is possible this year

3.9% LODE household services addressable market penetration in 2015

Professional services LODE businesses represents multiples of the household market

LODE Today

Uberfication

Final Thoughts

Topics

What does this all mean for

traditional sales, advertising

and marketing?

Burning Question

Look Ma, No Advertising!

How are your clients talking with

their consumers?

Consumer Engagement

Consumer Touch Points in the Journey to Purchase

Source: http://www.clickz.com/clickz/column/2191650/optimizing-social-media-across-the-customer-lifecycle

Local Brand Investment &

Activation

Creating and Sustaining Consumer Trust

Trends in Connecting with Consumers at the Local Level

Digital Marketing Strategy Pyramid

Businesses need to have a

digital Presence.

Website

Social pages

Mobile apps

And they need to be

Discovered by consumers

Listings

SEO/SEM

This allows businesses to

Engage with consumers.

Social, native, mobile, video

Engagement

Discovery

Presence

Where do consumers spend their digital time?

Uber Psychology – 5 Reasons Why LODE Works So Well

1. Decision Convenience – Making

it fast and easy to choose

2. Access Convenience – Making it

fast and easy to acquire

3. Transaction Convenience –

Making it fast and easy to pay

4. Benefit Convenience – Making it

fast and easy to enjoy/use

5. Post-Benefit Convenience –

Making it fast and easy to re-

purchase

http://wpp.com/wpp/marketing/digital/the-uberfication-of-everything/

“There are three areas where marketplace startups can invest

more energy to make big gains: mobile development,

payment processing and user introduction flows. These

should be top priorities for your product and engineering teams if

they aren’t already”.

Lessons Learned – What Works Best to Build Trust?

1. Actionable rating systems

2. Carefully curated content

3. Human system that learns

like a machine.

4. Focus on supply

5. Feedback

http://firstround.com/review/How-Modern-Marketplaces-Like-Uber-Airbnb-Build-Trust-to-Hit-Liquidity/

Conventional wisdom:

“If you’ve got a smartphone,

you’ve got a salesforce?”

People work for money, which makes

them feel secure. The idea that most

workers need flexibility more than they

need steady salaries or health insurance

coverage is ridiculous.

Beyond the issue of ethics, there's also

an issue of quality.

A permanent company salesperson

plays the long game, building customer

satisfaction for years, not days. That

relationship is more important to your

bottom line (loyal customers = sales)

than the short-term savings of temping

out your sales floor.

http://www.inc.com/carey-smith/don-t-fall-for-the-uber-fication-of-sales.html

Uberfication

Final Thoughts

Topics

Norfolk-Portsmouth-Newport News

Snapshot: Local Advertising Forecast

Local Ad Market Currently

Dominated by Traditional Media

*Note: Radio online revenues include online revenue from terrestrial and online streaming services.

Newspapers Print

Newspapers Online

Direct Mail

TV O-T-A

TV Online

Radio O-T-A

Radio Online*

Print Yellow Pages

Internet YP

Magazine

Magazine Online

Online / Interactive

11.5% Email

Mobile

2015 U.S. Local Media Revenues — $139.4 Billion

Steady Shift Toward Digital Media –

Ad Revenues

$105.8 $103.1 $104.7 $102.6 $103.7 $101.9

$32.1 $36.3$40.7 $45.6 $50.8 $55.8

$100.0

$120.0

$140.0

$160.0

$180.0

2014 2015 2016 2017 2018 2019

Traditional Online/Digital

Note: Numbers are rounded.

2014-2019

CAGRs:

Total Media

CAGR 2.7%

Online/Digital

CAGR 11.7%

Traditional

CAGR -0.7%

$139.4$137.9$145.4 $148.3

$154.5 $157.7

Source: BIA/Kelsey, Media Ad View+ Market Reports, 2015

Uberfication

Final Thoughts

Topics

1. Understand and Embrace these changes, your clients will need you to

understand what’s going on and help them see how they need to shift their

creative and marketing mix.

2. Brand Activation and Consumer Value Proposition are enduring parts of

advertising and marketing. Digital marketing will play an increasingly

important role. Presence, Discovery, Engagement are the three pillars in

digital.

3. Business Categories will be impacted differently by the emerging Local On-

Demand Economy. It’s not a one size fits all marketing strategy. That’s good

for you, clients will need your help for what works best in their category.

4. Go Forth and Prosper. Spock had it right. While there’s lot of change and

confusion, therein lie the seeds of opportunity. Go get it!

Final Thoughts: So What Do I Do About All This?

For more information, see our report.

TheLocalMedia&AdvertisingExperts

© 2015 BIA/Kelsey. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other

civil or criminal penalties under federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the

use or interpretation of this information.

For more information:

Rick Ducey

Managing Director

BIA/Kelsey

rducey@biakelsey.com

(703) 818-2425

Ducey HRAMA 09 july2015

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