Twitter: #Proxxima

Brazil vs. the Rest of the
World
6 May, 2014
Presented by
Geoffrey Ramsey
Chairman, Founder
Twitter: #Proxxima

389 builds
782 data sources
59 slides
Atenção

§ Following the connected, always-on
consumer
§ Following marketers, who are trying to
follow the connected, always-on
consumer
§ Following the money
Agenda
Follow me on Twitter: @geofframsey
©2014 eMarketer Inc.

I. The Connected, Always-On
Consumer

In many countries, internet
users spend 2+ hours/day online
Source: eMarketer; Motorola Mobility Study; comScore; Ipsos
3.6
hours
SECOM; IBOPE
4.9
hours
GlobalWebIndex
3.6
hours
GroupM
2.4
hours
comScore

2014
4.6B
64%
penetration
Global Pop 7.0 B
Source: eMarketer, 2014
2017
5.1B
69%
penetration
Global Pop 7.3 B
The global view:
mobile penetration
24%
of pop
1.8B
34%
of pop
2.5BSmartphones

Population
203 Million
We see the same trend
in Brazil
Mobile Phone Users
154 million (76%)
Sources: eMarketer, 2014; US Census
Bureau, 2013
Smartphone Users
41 million
(20%)
In 2017
Smartphone Users
= 71 million
(34%)

Today’s digital consumer is
everywhere...
Fragmentation rules.

Fragmentation is everywhere.
...yet also elusive.

Smartphone
Users
20% of pop
Mobile Users
76% of population
©2013 eMarketer Inc.Source: eMarketer 2014
There is a huge amount of audience
fragmentation within digital channels
Social Users
37% of population
Tablet Users
16% of population
(IAB Brazil; UM; Munchner Kreis;
McAfee; E.Life; Ipsos OTX)
Digital
Video Viewers
34% of population
(comScore; IBPOPE)

©2013 eMarketer Inc.
There is a huge amount of audience
fragmentation within digital channels
Smartphone
Users
20% of pop

©2013 eMarketer Inc.
Source: comScore, 2013
There is a huge amount of audience
fragmentation within digital channels
iOS
32%
RIM 3%
Android
55%
Windows 1%
Symbian 1%
all other
8%
Smartphone
Users

©2013 eMarketer Inc.
Video Games
Maps
Shopping
Weather
News
Reviews
There is a huge amount of audience
fragmentation within digital channels
Social

Social media usage in Brazil
is very high
71%
87%GlobalWebIndex
UM 80%
Social Media Penetration
CETIC.br 73%
Ipsos 73%
71%eMarketer

Brazil is one of the most
“social” countries in the world
67%
64%
71%

Our attention spans
are fragmented, too! Over 75% of
internet users in
Brazil use their
smartphones or
tablets while
watching
television
––IAB Brazil & comScore
Brazilian
smartphone users
use their phones
while watching TV
for an average of
52 minutes a day
––Millward Brown, 2014

With mobile, being online has
become a persistent, anywhere
state
Mobile users check
their phones 100X
daily
Source: Mobile Posse and Phoenix
Marketing International, 2013
Some of you have
done that within
the past hour!

Consumer Attitudes Towards
Advertising
Cético
Resistente
Desconfiado

II. How Are Marketers
Keeping Up with the
Connected, Always-On
Consumer?

Few are meeting the “big data”
challenge
3 Steps...

Step One:
Admit if you
have a
problem.
43%
“Poorly
Integrated”
46%
“Improving”
Liam Ramsey
Needs improvement.
Precisa
se
aprimorar

NOTE:
mobile is
the least
integrated

Step Two:
Realize that the path
to purchase is no
longer linear

Let go of the classic “Funnel”
model...

...and move to the more dynamic
“Consumer Journey” model
Brazilian consumers
frequently rely on their
phones for researching
products and services

32% of smartphone owners
in Brazil have intentionally
clicked on a mobile ad
––PriceWaterhouseCoopers, 2014

©2013 eMarketer Inc.
Step Three:
Pull your data
together
Harvest cross-screen
identities by tapping
into the streams of
data coming from
mobile, social and
video activities
This is your antidote
to fragmentation!

Data can even be used in real-time,
right at the point-of-purchase
Software installed in cash
registers detects Hellmann’s
in the cart, as well as other
ingredients, to print a recipe
at the bottom of the receipt
using those ingredients
––Ogilvy Brazil
Sales up
44% in 1st
month!

Source: Econsultancy and Adobe, Jan, 2014
As a marketer, make Content
Marketing a #1 priority
Survey: Leading Digital Priorities in
2014, according to B2C Marketers
Worldwide

Push Marketing

Pull Marketing
“It’s more about
ATTRACTING, rather
than DISTRACTING.”
Magnetic
Content

Instead of “hunting,” think of
“fishing” for the consumer...
Magnetic
Content

myStain, from Clorox
“With mobile––ask yourself,
‘How can I be useful?’”
ice cream

Brazil example: Netshoes mobile app
If you
see
a pair of
shoes you
like, take
a photo
Then,
you can
buy the
shoes
right on
your
phone!

What about “Native ads?”
“Marketing should
be as compelling
and engaging as the
content you would
see from your family
and friends.”
“Think like a consumer. You
know, would I pin this? Would
I comment on it? We always
try to ask ourselves, ‘Why
would people care?”
––Emily Schildt, Chobani

Join the conversation on social
media––but do it in the right way
“With social media, give
consumers some kind of
genuine value in exchange
for their attention.”

Set an Engagement Level
Trigger Point
ENGAGEMENT
RATE
Time
Trigger
Point
0
Boost media spend
behind activity
100

Double-down on your core brand
loyalists to amplify their advocacy
Customers
Prospects
#1. They have
come to expect it.
#2. You’ll make them
even more loyal.
#3. They’ll want
to tell others.
Why?
Nurture
them
Find them
via Social
Media
CORE

Master the Mobile Mindset:
The Swiss Army Knife of marketing
Location
Services
Mobile
Social
Mobile
Commerce
Mobile
Payments
In-Store
Mapping
Email
Coupon
Delivery
Text
Notifications
Mobile
Apps
Mobile
Search

New opportunities are
coming with geo-targeting
Focus intently on the
consumer’s need––
NOT pitching your
product
Location
Services
41% of worldwide firms
collected location-based data
about consumers in 2013, but
23% plan to start
––EIU, 2013

Marketers will combine in-store mapping with
real-time mobile messaging to detect and react to
shoppers’ intentions––while they’re in the store
“We will know you’re in the
tomato sauce section and
be able to deliver you a
recipe, health information
or point out the best value
on the aisle.”
––Scott Townsend, Urban Airship
Where is mobile geo-targeting going?

Ask:
How can you help the consumer in
the store?
Coupons
Nutrition
Recipes

III. Following the Money
Spending is shifting towards
digital

Brazil accounts for over 1/2 of total ad
spending in Latin America
Brazil
53%
Mexico
13%
Argentina
10%
All Others
25%
Source: eMarketer, 2014
It’s also the
6th largest
advertising
market in the
world

And media spending is growing
rapidly
eMarketer 12.0%
GroupM 12.3%
5.0%ZenithOptimedia
Carat 12.3%
MAGNA GLOBAL 12.7%
Total Media Spending Growth
(2014)

But digital is growing over 2X faster...
17%eMarketer 28.0%
PwC 18.5%
11.7%ZenithOptimedia
MAGNA GLOBAL 20.1%
Digital Media Spending Growth
(2014)
GroupM 16.8%
IAB Brasil 25.0%
14%
of media

Digital Media Spending as a % of
Total
Source: eMarketer, 2014
US
28%
UK
47%
Brazil
14%
Argentina
8%
Mexico
18%
Global
25%

Watch out for the rapid rise of
programmatic, and Real-Time
2014 Sources:
IDC; ZenithOptimedia;
eMarketer, 2014
In 2014, RTB =
~13%
Digital
Display Ad
Spending
Worldwide
~$50 B
Growth
Drivers:
!
• Global trend
towards
more efficient
buying
• FBX, video and
mobile are
shifting towards
programmatic
In 2017, RTB =
25% - 30%
~2%
in Brazil
today

In Brazil, what’s growing even
faster than digital ad
spending???
+12% +28%
Source: eMarketer, 2014
Total
Media
Digital
Media
???
Mobile
Media
+120%

Nothing is growing faster than
mobile
8.5X
$120 M
$1,023

Among 22
countries,
Brazil is #1
globally in
terms of
mobile ad
spending
growth this
year
©2014 eMarketer Inc.
#1
Brazil

Mobile’s slice of the digital
ad spending pie in Brazil
Source: eMarketer, 2014
= 4.2% in 2014= 20.7% in 2018

In the US, mobile already
accounts for 34% of total
digital ad spending
Source: eMarketer, 2014
Mobile
= >1/3

% of Global Advertising Revenue that
Will Come from Mobile in 2014
63% 76%
34%
––eMarketer, 2014
70%

Summary
• Mobile is the most important trend to watch
• Smartphone penetration in Brazil will rise from
20% to 34% by 2017
• As a marketer, you need to do four things:
1) manage your data;
2) create “Magnetic Content”;
3) engage consumers with social media;
4) master mobile marketing
• While Brazil’s media spending market is growing
rapidly, digital is growing at 2X, and mobile is
exploding at 120%

Geoffrey Ramsey
Chairman, Co-Founder
@geofframsey
“Obrigado”
Milena
Twitter: #Proxxima