Apresentação MMA Mobile Summit Colombia 2018

1. 1
TRANSFORMATION
FROM CHANNELS TO
BEHAVIORS

2. 2
HOLA
ANDRES CASTILLO
J3 DIGITAL LEAD ANDEAN HUB J&J
Artist: @jbarriola
CARLOS POSADA
TOTAL BRAND EXPERIENCE SR MANAGER J&J

3. 3
CONSUMER AT
THE CORE

4. CONSUMER NO LONGER THINK IN TERM OF CHANNELS
4
I saw a great ad on
TV
Yesterday
Honey, the ad wasn´t
on TV. It´s
Programmatic OTT
Video with dynamic
ad insertion
Said no one ever
To keep our connection to people, we look at shifts in the media Marketplace through the
lens of human behavior… and we use a lot less buzzwords J

5. 5
BEHAVIORS

6. 6
BEHAVIOR-FIRST APPROACH TO CHANNEL
PLANNING
FROM
TV
PAY TV
VIDEO
PRINT
DISPLAY
BLOGS
INFLUENCERS
SOCIAL
OOH
RADIO
IN-STORE
E-COMM
TO
WATCH
READ
LISTEN
SEEK
INTERACT
SHOP
SEARCH
Media behaviors are HUMAN and thus global

7. 7
Voice Search
Chatbots
Virtual Reality
PLANNING FOR BEHAVIORS INCREASES OUR AGILITY AT
ACTIVATING PLATFORMS
WATCH
SEEK
INTERACT

8. Consumers want good content
on the closest screen
WATCH

9. VIDEO CONSUMPTION TO GROW AND SHIFT TO DIGITAL
9 /
Source:, TGI -WAVE 9 - MAGNA GLOBAL estimates
HoursPerWeek(adults18-49)
By 2020 digital video consumption will be
nearly 16 hours per week, over 45 percent of
total video viewing
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
2014E 2015E 2016E 2017E 2018E 2019E 2020E
Mobile streaming
PC Streaming
OTT Video
Game Console (video)
DVR/VOD
Live TV
VIDEO CONSUMPTION IN COLOMBIA

10. 10
CONTENT IS NOW STARTING POINT, AND CONSUMERS WILL ACCESS USING
WHICHEVER DEVICE IS MOST CONVENIENT AT THE MOMENT
OTT multi-screen video. 360° VR Ad Campaigns
Optimize video creative & continue to distribute video across social & mobile first platforms

11. SEEKConsumers want more output with
less input

12. Fuente: google Micro Momentos, 2015 (Argentina, Colombia, Chile, México, Perú)
85%
de las personas
inicia una
búsqueda por una
actividad que
quiere hacer.
86%
inicia una
búsqueda
por un
pensamiento.
69%
Un mensaje
oportuno y
relevante
influye en la
percepción de
una marca.
BRAND
AWARENESS
Cualquier estímulo
puede desencadenar
una búsqueda

13. Consumers expect to search
everywhere to find what they´re
looking for

14. 14
CONTINUE TO MAXIMIZE SEARCH BUDGET & LEAN INTO ECOMMERCE SEARCH TO
ALIGN WITH CONSUMER BEHAVIOR OF WHERE/HOW THEY ARE SEARCHING
Full google search strategy Marketplace Activation

15. INTERACT
Consumers want to capture & share their moment-by-
moment experiences & perspectives

16. Proprietary + Confidential
SHARE OF TIME SPENT
Instant messenger and Social Networking accounts for
45% of time spent online, that is 2.5 in every 5 minutes
spent online is on social..
23%
22%
12%
12%
9%
10%
6%
6%
Instant Messengers
Social Networking
E-mail
Portals
Radio
News /Information
Online Gaming
Retail

17. 17
Consumers want to engage with the people and brands that
matter most to them
PRE MATCH
MATCH
POST MATCH
Pre-match /Counter
RealTime / Score
Result / Custom
MOMENT
MESSAGE
PROVE & EVOLVE
PROGRAMMATIC DYNAMIC RESULT

18. 18
Influencers work directly with advertisers and guarantee media
/ reach
INFLUENCER MARKETING
Brands are developing deeper relationships with
influencers to co créate content and deliver
guaranteed views and engagement
Influencers have a highly engaged audience and
brands get to borrow their authenticity when they
let the influencers be the Creative Directos

19. 19
APPLYING
THESE BEHAVIORS TO OUR CONNECTION
PLANS

20. Proprietary + Confidential
Behavior-First Approach to Channel
Planning
Ensure video planned across all channels including Advanced TV
(which captures mobile streaming, desktop streaming, & OTT
streaming)
Implement test and learns to innovate in the voice and image
space through partnerships with Biggest partners
Social remains a key strategic priority, with the ability to employ
consumer specific targeting
WATCH
SEEK
INTERACT

21. 21