A Presentation on the Digital Landscape
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Transcript of A Presentation on the Digital Landscape
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A Presentation
on the Digital
Landscape
Armin Huska
19th of April 2013
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3
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4
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The trends we see in 2013
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Digital Everywhere
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The trends we see in 2013
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Digital Everywhere
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The trends we see in 2013
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Content Anywhere
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The trends we see in 2013
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Social Everything
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Digital Canada
In Numbers
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Online population 2012 vs. 2011
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Nearly
80% of the
Canadian
population
99.99%
visit the
web
everyday
Source: Comscore February 2013
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Canadian online demographic breakdown
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Source: Comscore February 2013
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Where do they spend their time?
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Source: Google 2012, NA
2/3 of all media
consumption is
across digital
screens
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In the last three months Canadians have loaded 54
Billion pages each month
Comscore Canada
Desktop, February 2013
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Canadians are one of the highest engaged audiences
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Source: Comscore February 2013
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A New Definition Of Fragmentation
Google
Microsoft
Facebook
Yahoo
eBayWikipediaApple
BellAmazonGlam
0
10
20
30
40
50
60
70
80
0 3,000 6,000 9,000 12,000 15,000
A
v
V
i
s
i
t
s
/
U
n
i
q
u
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Monthly Unique (A25-54)
Top 10 Sites Past Three Month Average
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Top 10 Sites = 33% Of Pages = 40% Of Minutes
Size Of Bubble Denotes Minutes
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La Presse
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The WWW is only
7,927 days old
But
The New
Normal
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The Marketing Confidence Gap
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Forecasted Advertising Share
Media spend has not followed
the consumer behaviour (yet).
For Comparison: U.K. = 34%
share of digital media
42% of
ad spends
are
Paid
Search
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Technology & Insights Enable Smart Ad-Delivery And
Improve Media ROI
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Leverage Real Time Data To Market Against the Right
Audience
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Real-Time-Access to Unlimited Ad Inventory
Social
Influence
High
Value
Donator
Lottery
Ticket
Buyer
Sick Kids
Facebook
Fans
Re-
Targeting
Lifestyle
&
Attitudinal
Geo,
Demo,
Context
Look-A-
Likes
No
Response
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What was the most successful
broadcast show launch in 2012?
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Kickstarter Veronica Mars
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Canadian Video Engagement compared to the rest of
the world
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75%
view
online
videos
daily
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Screen Neutrality & Cord-Cutting
25
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Analogue Behavior Is Being Digitised
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10
20
30
40
50
60
HD TV
Computer
PVR
DVD
Other d
evice
Console
Phone
Tablet
Smart T
V
Digita
l Media
Device
3D TV
MP3
Screens Used For TV Past Month (Ex Set)
18+ 25 - 34 35 - 44 45 - 54
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% Of Canadians Viewing TV On Non TV Sets
Source: MindReader Canada 2012
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YouTube is leading the way
Google
Brightroll
FacebookVevoMicrosoft
Tubemogul
Yahoo
SpotXchange
Viacom
Vimeo0
20
40
60
80
100
120
140
0 3,000 6,000 9,000 12,000 15,000
A
v
V
i
d
e
o
s
/
U
n
i
q
u
e
Monthly Unique
Top 10 Sites Past Three Month Average
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Top 10 Sites = 48% Of All Video
Source: Comscore Canada Feb 13
Size Of Bubble Denotes Minutes
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91 million
users per
month
2008800 million
users per
month
2012
How many user per month worldwide?
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There are more following
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XBOX Live
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New currencies coming soon!
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+ Online Ratings
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Paid Search in Canada
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80%
YoY
growth of
mobile
search
traffic
25%
clicks on
Google
are from
Mobiles
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A new guy in town?
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The lines are blurring - Samsung Galaxy S4 (phablet)
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Mobile subscribers grew 10% YoY
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62%
are using
smart-
phones
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Who is leading the market?
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Android Phone Adoption Faster Than iPhone
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Social Media grow 3% compared to last year
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*acquisition of SlideShare
74% of the
Canadian
Internet
population
are on social
networks
daily
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Top Canadian Social Networks
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Source: Comscore February 2013, LinkedIn Apr 2013
(Instagram 4,973 17.9%)0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Instagram
Twitter
LinkedIn
Tumblr
Total Visitors
Pinterest
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43
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44
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45
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We are trying to
create the best
personalized
newspaper with
our news feed
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Generation Nice - More US social media users follow
charities than celebrities or politicians.
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It has never been easier to tell the world that you care;
especially for Generation Nice
Social networks allowed an explosion of
charities and non-profit organisation. More
local, more personal.
Micro-donations trigger a commoditization.
(Pet Rescue & Hurricane Sandy)
Low level of involvement needed (one click
away in doing good).
The nature of lightweight news streams and
amount of noise forces charities to think like
publishers (e.g. British Heart Foundation).
Disasters cut through the clutter straight away.
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The problems that come with Social Media
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The Challenge is the Discovery & Distribution phase of
a campaign, a cause or even a brand.
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New Campaign Launch
Dec 15th 2012
Cancer Research UK
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Cancer Research UK
December 31st
2012
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Cancer Research UK
January 15th 2013
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Cancer Research UK
But still a short attention span
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Red Nose Day
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Storytelling
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Valentines day 2013
British Heart Foundation
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Summary
Include mobile into your campaign strategies (1st screen)
Expand TV into other video opportunities (talent rights)
Keep up the emotional story-telling (video)
Be social by default & design
Act like a publisher (headlines) - regularly
Leverage data & real-time media intelligence (tracking & measurement)
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