Digital in 2015:
The year of the…
Paul Ten Haken
Click Rain
@paultenhaken
Paul Ten Haken
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orA look back at 2014
Digital Ad
Personalization
Gets Real
To promote its NX model, Lexus has created over
1,000 unique video ads, and will target them to
niche audiences across Facebook using the
social network’s data and ad-targeting tools.
Search Will Reign
Instore/Digital
Convergence
Facebook to begin testing a service called “Places
Tips” to deliver information about shops and
landmarks to users who are nearby, in part by
using localized transmitters known as “beacons.”
January 2015
An Intense Focus
on Mobile
336 Google Analytics profiles, 73+ million visits
The Internet of Things
will become a thing
IoT at CES 2015
“There will be so many IP
addresses … so many devices,
sensors, things that you are
wearing, things that you are
interacting with that you won’t
even sense it. It [the internet]
will be part of your presence all
the time. Imagine you walk into a
room, and the room is dynamic.
And with your permission, you are
interacting with the things going
on in the room.”
Google Chairman and ex-CEO,
Eric Schmidt
Wearables
Wearables and MC10
Native Advertising
Seven Digital Trends
To Watch In 2015
1. Web Video Moves From Neat to Necessary
Over the past year, the number of video posts per person has
increased 75% globally.
Globally, the amount of video from people and brands in News
Feed has increased 3.6x year over year.
On average, more than 50% of people who come back to
Facebook every day in the US watch at least one video every
day.
65% of these video views on Facebook are happening on
mobile.
2. The Multi-Screen
Experience
Matures
3. Wearables Meet
Marketing
Wearables Meet Marketing Through…
1) Just-In-Time” Notifications
Wearables Meet Marketing Through…
2) Experiences
Wearables Meet Marketing Through…
3) Responsive Design (or, user controlled design?)
4. Organic Reach
in Social Dries Up
(We’re talking to you, Facebook)
Arranging tweets based on time “isn’t the most relevant
experience for the user,” Twitter CFO Anthony Noto said at
the Citi Global Technology Conference in New York this past
Fall.
The solution: “An algorithm that delivers the depth and
breadth of the content we have on a specific topic and then
eventually as it relates to people.”
5. Facebook Will Hammer On Engagement
6. Digital Budgets
Get Respect
Source: Gartner’s CMO Spend Report, a survey of 315 marketing decision makers representing
organizations with more than $500 million in annual revenue.
68% of organizations have a
separate digital marketing
budget — it averages a
quarter of the total marketing
budget
Source: Gartner’s CMO Spend Report, a survey of 315 marketing decision makers representing
organizations with more than $500 million in annual revenue.
Two-thirds of companies are
funding digital marketing via
reinvestment of existing
marketing budgets.
Digital initiatives need to make up
35-40% of a 2015 marketing budget.
7. Advertising Hypernichification*
(*without being annoying)
2015 will be about…
• Internet of Things
• Wearables
• Mobile Marketing
• Web Video
• Flat Facebook
• 35%+ Digital Marketing Budgets
• Ads Getting Even Smarter
BONUS!
2015, the end of Foursquare
2015, the end of Blackberry
2015, the end of your mom
not on Snapchat
Digital in 2015:
The year of the…
Paul Ten Haken
Click Rain
@paultenhaken
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