2.22.2013

Digital Media Roadmap

2013

Howard Zoss216.744.3040hzoss@zigmarketing.com

Digital Roadmap 2013

► Digital Media Trends

► Implications for Brands

► Strategic Media Focus2

Digital Media Trends

Consumers Continue Shift to Digital Mobile

2012 Blackstone Marketing Industry Review

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Spend 11+ Hours with Media Daily Over 70% on TV / Online

2012 eMarketer

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TV Usage Waning … For the First Time Ever

6Nielsen 2012

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The Internet now trumps all media when it comes to ‘influencing purchases’

Traditional Media is Becoming Less Influential

Source: Harris Interactive 2012

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Marketers Follow Digital Shift

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But … Not to the Degree They Should 2010

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Mobile Opportunity Arises 2011

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Implications

► Pronounced shift to digital media continues

► Mobile is the only growing medium

► But brands are still clinging to their old media habits► Dramatically overspending in print► Continue to overspend in broadcast

► Social Media and Mobile lead digital growth

► Mobile represents the largest future media opportunity

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mobile

Mobile Devices Have Passed PC’s in Sales

2012 BI Intelligence

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Mobile Internet Usage Will Surpass Desktop This year

2012 Nielsen Social Media Report

2011

2012

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Smartphones Pass Feature Phones … And Growing

2013 Nielsen Courting Today’s Mobile Consumer

15

Mobile Web and APP Usage Show Huge Growth

162012 Nielsen Social Media Report

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Mobile Devices are Taking Focus Away From TV

172012 Nielsen Courting the Mobile Consumer

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Marketers Follow Mobile Shift

182012 Nielsen Courting the Mobile Consumer

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Implication

► Mobile is the marketing platform of the future

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Social

Social Media Drives Internet Usage Overwhelmingly

2012 Nielsen The Digital Revolution

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2012 Nielsen Social Media Report

2011

2012

+92%

+89%

Social Media Drives Mobile Usage

60% of Consumers Do Social on Mobile … 31% Several Times a Day

2012 Edison Research The Social Habit

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Facebook & Twitter are Becoming Mobile Companies

24June 2012 Data from Facebook & Twitter

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Consumers Talk Brand Constantly on Social Media

252012 Nielsen Social Media Report

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Social Influences Purchase

26Pew 2012

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In Fact … Social Now Drives Purchase

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Cumulatively Social Sites Lead Brand Sites

28Technorati 2013

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Facebook, Twitter, You Tube = Marketers Big 3

29Technorati 2013

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Marketers Follow the Influence

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Implication

► Social is the future of purchase influence

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Video

33June 2012 Data from Facebook & Twitter

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75% of All U.S. Internet Users Watch Video

34June 2012 Data from Facebook & Twitter

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Video Drives Mobile 280 Billion Viewed and Growing

35June 2012 Data from Facebook & Twitter

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Nielsen > Brand Recall is Higher for Online Video vs. TV

36

On-Air TV(Broadcast + Cable)

Online Full-Length TV Episodes

Source: Nielsen

Nielsen > Message Recall is Higher for Online Video vs. TV

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Source: Nielsen

Nielsen > TV is More Effective When Video Runs Simultaneously

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Source: Nielsen

Marketers Follow the Eyeballs

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Implication

► Video is the future of viewership

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Implications for Brands

Implication

► Pronounced shift to digital media continues Mobile is the media platform of the future

► Social and Video are the key drivers of mobile growth … especially Social

► There is strong linkage and connectivity between Mobile, Social and Video media

► Because brands still remain behind in their media allocation … an opportunity exists, for forward thinking companies, to take an even stronger digital media lead and influence consumers and their purchase behaviors … beyond their competitors

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Strategic Media Focus

Hyper Media Fragmentation = Declining Media Effectiveness

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Digital Focus Sharable, Connected Media Platforms

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Focus Media Strategy

Sharability Scale

Believability Purchase Influence

Efficiency Maximum Budget Utilization

It is not going to get any easier

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Howard Zoss

216.744.3040

hzoss@zigmarketing.com

Thank You

49All ideas contained herein are the sole intellectual property of Zig Marketing Inc. and cannot be used without express written consent

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