Top 9 trends from 2013 onward: Progressive Screens / Multi Screens, Life Tracking & Quantified Self, Social Shopping, Location-Based Marketing, Big Data & Predictive Analytics, Augmented Learning Smarter Search, Cashless Commerce, Crowdsourcing / Co-Creation / Curation,

1. Digital Media Trends
2013 & beyond
Consumer Benefits & Marketer Implications

2. Digital Media Trends
1
‘multi-connected devices,
platforms’
2
‘shopping, buying with friends’
3
‘quantified self’
4
‘geo-targeted’
5
‘real-time optimization’ ‘smarter lens, motions sensors’
7
‘customer collaboration’
8
‘meaningful answers’
9
‘mobile wallet’

3. Progressive Screens

4. • Seamless, simultaneous or
sequential engagement across
multiple connected devices and
screens including:
• TVs, PC desktops, laptops,
smartphones, tablets, gaming
consoles, e-book readers, in-store
kiosks, OOH digital billboards,
Smart TVs, etc.
• “Progressive Screens” offer
opportunities to enhance user
experiences (versus interrupt) and
enable consumers to ‘progressively’
achieve their tasks or goals
Progressive Screens: What is it?

5. Unlock shopper rewards by
using your phone to tag music
from a TV commercial
(Old Navy and Shazam)
Get point-of-view footage from
the eyes of the world’s best
snowboarders while watching the
race on TV
(Red Bull and Shazam)
Progressive Screens

6. Vote for your favorite team
players live in-stadium via texting,
tweeting from your mobile
device, or online website
(All Star Ballot Vote, MLB.com)
Watch live game highlights,
get access to archived games
and share comments with other fans
on your PC, smartphone
and/or tablet
(Volvo, MLB.com)
Progressive Screens

7. Chat online with other viewers while
watching TV shows
(ABC ‘Scandal’ and iPad page on Yap.tv)
Browse and buy items you
see featured in your
favorite TV shows
(Ebay ‘Watch with’ IiPad app)
Progressive Screens

8. Befriend a TV character in real-time
on the web via SMS text, and get a
personal response and offer
redeemable at your local store
(Grolsch Beer, TV ad, web and mobile)
Play and compete with
sports fans while
watching the game
(Heineken Star Player mobile app, TV)
Progressive Screens

9. Progressive Screens: Opportunity
• Activate fans and customers, and
monetize complimentary touch points with
brand sponsored engagement
• Live events (sports, music): extend the
experience online with gaming
competitions, real-time stats, videos
• TV shows – supplement with access to
exclusive behind-the-scenes footage
and conversations
• Spur social amplification, sign-ups,
registrations, and sales through ad-
based interactions (tagging content,
check-ins, tweeting,etc)
• Progressive screens best practices:
context-driven (specific to location, time,
consumer need) with related call to
action, seamless and consistent (fluid
stories), complimentary (not duplicative),
transferable, savable, and optimized for
the format, device.

10. • 90% of all media interactions in the U.S. are screen based, with an
average of 3 different screen combinations per day: smartphone & TV
(81%), smartphone & Laptop/PC (66%), Laptop/PC & TV (66%)
• 77% of TV viewers use another device while watching TV; smartphones
are the most frequent companion device while watching TV
• 34% people use the device closest to them when looking for information
• Top activities performed during simultaneous screen usage: emailing
(60%), internet browsing (44%), social networking (42%), playing a game
(25%), searching (23%), watching video (9%)
• 67% of people start shopping on one device and continue to another
(61% laptop, 4% tablet)
Source: Google, New Multiscreen World, US, Aug 2012
Progressive Screens: Key Stats

11. Global dual screen activities:
(Nielsen, Q4 2011)
• Most frequent tablet or
smartphone activity across all
countries while also watching
TV is checking email.
• Other content related to
watching TV include looking
up info related to show,
looking for deals or products
advertised on TV.
Simultaneous global use of tablet while watching TV
Simultaneous global use of smartphone while watching TV
Progressive Screens: Key Stats

12. Social Shopping

13. Shopping and buying with friends through
the use of digital
technologies and social platforms
• Exchanging product ideas, tips,
recommendations, and feedback throughout
the pre, during & post shopping process,
whether online or in-store
• Communities for like-minded shoppers to share
and connect
• Shopping tools for personalizing, visualizing,
customizing products
• Rewards, discounts for promoting and
incentivizing friend purchases
• Special perks and exclusive access for most
active fans and influencers
• Fan and loyalty clubs
• Group buying services
Social Shopping: What is it?

14. Social Shopping Lifecycle
DISCOVER:
Inspire
& Motivate
CONNECT:
Personalize
& Visualize
SHARE:
Feedback
& Influence
PURCHASE:
Recommend
& Reward
Social
Shopping

15. Get inspired by eyewear styles on
fashionable bloggers and click through
to buy the same glasses
(Pinterest, WarbyParker.com, U.S.)
Follow your favorite brands, designers
and bloggers and get their latest
products, recommendations and
sales updates
(LYST, Facebook open graph, UK)
Social Shopping: Discover

16. Browse a selection of virtually
displayed products, while getting real-
time access to the latest prices, social
buzz, picture feeds and other news.
Use your mobile to buy
(Ebay Pop-up Store UK)
Get motivated for the holiday
shopping season by finding great
ideas within a gift guide from your
daily new stream
(Kate Spade, Facebook)
Social Shopping: Discover

17. Join the conversation with other moms
and receive personalized
offers based upon your
interests and lifestyle
(Walmart, Google Plus, Brazil)
Social Shopping: Connect
Create a personalized
product catalog, save items you
want, rate what you own, read
reviews, and chat directly with others
to get advice
(Sears Shop Your Way, iphone, U.S.)

18. Try on and visualize different outfits,
without changing clothing, through a
virtual touch screen.
Save and share pictures with friends
and get recommendations
(Swivel™ by FaceCake, Windows Kinnect)
Upload photos of your outfit and
get real time feedback
(Fashism, iphone/Web)
Social Shopping: Connect

19. Get feedback on which custom
sneaker design
your friends prefer
(Nike, Twitter)
Select 2 friends and answer a quiz
about the Kia Picanto for a chance to
win a Shopping Day while driving the
Picanta car around with your friends
(Kia, Facebook App, Netherlands)
Social Shopping: Share

20. Play a game and choose different
fruits to make a virtual mixed
juice. Then have the same fruits
you chose sent to your friend in
real life as a fresh juice
(Joyoung E6T, Weibo, Sina, China)
Let your friends know what
items you want, and get
entered into a contest to
win a gift card.
(Gap, Facebook, Pinterest, U.S.)
Social Shopping: Share

21. Order pizza directly from
Facebook while chatting
with your friends
(Dominos, Facebook, Australia)
Social Shopping: Purchase
Purchase items directly through an
interactive video, share your purchases
with other fans to win special rewards,
and also get more tips from influential
bloggers
(Compass Visa, Facebook, Hong Kong)

22. Check-in while store shopping to
receive a special discount
when you purchase an item
(American Eagle, Foursquare, U.S.)
Social Shopping: Purchase
Invite friends to split the
cost of a gift together.
Get product suggestions based
upon the recipient’s
social profile, brand likes
and hobbies
(ebay, Facebook, U.S.)

23. Social Shopping: Opportunities
• Inspire social conversation about
your brand by fusing products
with hobbies, events, passions,
people, and causes that motivate
your audience to talk and share
• Leverage social graph for
targeting new customers with
relevant offers and products
DISCOVER:
Inspire &
Motivate
SHARE:
Feedback &
Influence
• Personalize messaging,
experiences, offers so they are
meaningful to the specific
needs, desires, interests of the
shopper and their communities
• Help consumers visualize how
a product will look, feel and
function (via tools, apps)
CONNECT:
Personalize &
Visualize
PURCHASE:
Recommend
& Reward
• Develop experiences that are
easy and rewarding to
customize (upload, edit, save)
and distribute (post, link, email,
tweet)
• Incentivize active sharing (via
offers, discounts, badges) and
reward most influential
consumers with special perks
and exclusive brand/product
access
• Listen, learn and optimize
content, products and offerings
around customer feedback
• Integrate commerce
functionality seamlessly within
social platforms online and in-
store
• Make certain products, services
or discounts accessible only via
social interactions
• Invite customers to submit
product reviews and create
visibility around success stories
and key influencers
• Employ attribution modeling to
track conversion to sales

24. By 2015, the dollar volume of goods* sold globally through
social media should rise six fold, to $30 billion from $5
billion in 2011.
Social Shopping Key Stats: Driving Sales Globally
Social shopping habits may be a reflection of cultural tradition
than merely just digital consumption habits

25. Social Shopping finds a sweet spot in categories where discovery
and inspiration are inherent

26. For staying informed about brands, people look beyond just friend
recommendations and consider social ads
What keeps you informed about a brand?
What drives purchase?
Yet, when it pertains
directly to purchase,
friend recommendations
are still much more
influential
Source: Global Web Index, 2012

27. Life Tracking

28. Quantified Self
• Tracking activities in your life, surrounding
environments, and social networks to:
• Measure, monitor and visualize your
performance and progress
• Optimize daily activities and behaviors
(exercising, eating, sleeping, etc) to better
enjoy life, be healthier and more productive
• Make more informed purchase decisions
• Manage and develop your social
reputation
• Life tracking systems include:
• Wearable computing – sensors, trackers
and cameras embedded into clothing, shoes,
hats, wristbands, etc
• Connected smart devices and mobile
applications– mobile phones, monitors,
home appliances, entertainment system
Life Tracking: What is it?

29. Measure your everyday movements
and monitor your calories burned
with an electronic bracelet and connected
smartphone.
Earn fuel points for reaching your goals,
compare your athletic achievements with others
like you, and share your success on Facebook
or other social networks
(Nike Fuelband)
Improve your golf game on over
20,000 courses worldwide-right
from your wrist or belt.
A virtual caddy keeps track of your
scorecards, clubs and key statistics,
so you can view and share them with
friends, and study rounds from the pros
(Motorola, MOTOACTV)
Life Tracking: Mastering your sport

30. At night, measure and improve your sleep
cycles. Wake up in the morning by a vibrating
bracelet alarm.
During the day, log-on to a web dashboard to
track
your steps, calories burned,
and calories eaten.
(Fit Bit)
Life Tracking: Living healthier
Monitor and control blood pressure by
wrapping a device around your arm and
plugging a chord into your phone
to get your numbers.
Get tips on improvements and share results
with your doctor
(Withings)

31. Track moods and behaviors of kids or adults
with autism. View daily patterns with a visual
calendar and
multi-item graphs.
Share individual events or entire screens
with your family members or doctor by using
email or Twitter
(Autism Tracker)
Manage your diabetes from your phone; log
in glucose numbers,
carbohydrate consumption, insulin dosages,
and health activities.
Share data with caregivers
and your doctor to get feedback.
(Glucose Buddy, SkyHealth)
Life Tracking: Managing conditions

32. Keep track of everything you eat and drink
and get rewards.
Turn healthy living into a fun game.
(Foodzy)
Be more conscious of your eating habits
by eating slower. If you east too fast
your fork vibrates to alert you to slow
down.
(HAPIfork)
Life Tracking: Eating better

33. Keep track of the foods in your fridge - such
as expiration dates so you can reorder fresh
items. On your fridge door, also access
customized recipes and offers based upon
what food you buy.
Monitor temperatures to keep your food as
fresh as possible for as
long as possible.
(LG Smart Refrigerator)
Unlock or lock your door from your
mobile device.
Share or restrict access to your home by
other people, send notifications alerting
when another user opens the door, such
as your child returning home from school.
(ADT Pulse)
Life Tracking: Controlling your home

34. Manage your money in real time:
automatically organize your spending into
categories—like rent, gas, clothes, coffee —
and visually see where
your money goes in
easy-to-understand charts.
(Mint)
Track energy usage, fuel savings and
your environmental contribution over time
on your smartphone.
Store and share data with other eco-
friendly users online.
(Greencharge)
Life Tracking: Optimizing costs

35. Track all of your social activity and
accumulate points for your social influence
score
Based upon your Klout score, get access to
special perks, products or experiences
(Klout profile)
Record and share your life story through
Facebook timeline:
daily actions, geo-tagged photos, likes,
friendships, events
(Facebook Timeline)
Life Tracking: Managing social reputation

36. • Sponsor brand challenges through events and programs that encourage people to take
control of their own lives through ongoing tracking.
• Data should be interactive, interesting and easy to understand (graphs, visuals) and
share (forward, post, comment, embed, synchronize)
• Let people compare their individual performance against the collective through
measurements such as points earned, calories burned, miles run, money saved
• Incentivize sharing of activities amongst friends and like-minded peers by rewarding
most active participants through gamification strategies.
• Provide real-time feedback and recommendations on how people can further make
improvements in their daily trackable activities.
• Connect with people around the emotional value of personal achievements
• Life tracking categories to consider: living healthier, managing conditions, exercise
training and competitive sports, home improvement, cost savings, educational training,
and more sustainable or efficient living.
Life Tracking: Opportunity

37. • The total number of wearable devices with fitness and wellness applications
will grow from 16.2 million in 2011 to 93 million in 2017; revenue from sports
and wellness mobile apps will rise from $123 million in 2010 to $341 million
in 2016 (ABI Research 2012)
• 7 in 10 American adults are health self-trackers of some kind and 1 in 5
smartphone owners has a health application (Pew 2013)
• 60% adults track weight, diet, or exercise: 34% track the data on paper, like in a
notebook or journal, 21% use some form of technology to track their data
• 34% of trackers think the practice affected a health decision, 40% say it led them
to ask their doctor a new question or seek a second opinion, and 46% said it
changed their overall approach to health. (Pew 2013)
• By 2015, more than 50% of organizations will gamify their innovation
processes. Gamification builds a narrative that engages players to
participate and achieve the goals / tasks of the activity.(Gartner 2011)
Life Tracking: Key Stats

38. Western Europe & North America Leading in
Smart Wearable Devices
Source: Juniper Research

39. Location-Based Marketing

40. Geo-targeted
experiences
• Content, media and
services adapted to an
individual’s current physical
location
• Powered by technologies
such as Near Field
Communications, Blue
Tooth, GPS and geo-fencing
Location-Based Marketing: What is it?

41. Check in at local cafe
via Foursquare and get
special offers
(Whole Foods, Starbucks and
Foursquare)
Location-Based Marketing
Escape the cold weather
and travel somewhere
warm
(Westin, Weather Channel)

42. While waiting for the next
subway, buy goods from a
virtual display. Receive your
groceries when you arrive
home from work
(QR code, Tesco Korea)
Get rewards and special
discounts just for walking
into nearby stores
(American Eagle, Shop Kick App)
Location-Based Marketing

43. • Deliver convenience,
immediacy and relevance
through situation-based
messaging and experiences
• Accelerate purchase with
geo-targeted time-based
offers/promotions
• Improve daily user
goal/task completions such
as shopping, travelling,
navigating
Location Based Marketing: Opportunity

44. • In 2016, location-based advertising and marketing will account
for 28% of mobile ad spending, and 4% of overall digital ad
spending globally.
Berg Insight, 2012
• Top geo-location activities of mobile phone users worldwide:
64% GPS navigation, 42% checking-in, 22% location based
alerts.
IDG Global Solutions Survey, 2011
• Location-based apps are expected to generate $900 million in
revenue by the end of 2012, and $1.7 billion in 2016 (US).
Yankee Group, 2012
• 70% of all mobile searches result in action within 1 hour.
70% of online searches result in action in one month.
Mobile Marketer, 2012
Location Based Marketing: Key Stats

45. Big Data & Predictive Analytics

46. Real-time optimization
• Massive volumes of data from
increasing and disparate sources,
growing at a mind boggling speed
due to exponential growth in social
data (tweets, likes, check-ins, etc.)
• Analysis of such complex data can
provide real-time intelligence to
indicate consumer intent (propensity
to link, share, register, buy) and
enable more effective media buying
(programmatic buying, retargeting)
Big Data & Predictive Analytics: What is it?

47. 70% of marketers concerned about “making
sense of all the data coming at me”*
Velocity
Volume
Standard
Adserver
Data Mgmt
Platform
New competitive area:
decision-making timeliness
*33 Across Marketers Survey, March 2012

48. 48
Big Data & Predictive Analytics
Create a single
view of the consumer
Quantify the influence each
touch point has
on the others and
ultimate conversion

49. • Learn about the value that each
touch point has on one another
• Create better optimization
metrics: multiple, deeper
interactions
• Aggregate data to leverage
historical learning for
predictive planning
• Accelerate learning at rates
unachievable within human
capacity
Big Data: Opportunity

50. • Big data market will grow at an astounding CAGR of 58% between
now and 2017, hitting the $50 billion within five years.
Forbes 2012
• 75% of consumers say they would share demo info and 61% would
offer address and other identifiers if it meant receiving a more
personalized shopping experience.
Emarketer 2012
Big Data: Key Stats

51. Crowdsourcing, Co-Creation & Curation

52. Customer Collaboration
• Crowdsourcing: soliciting ideas,
suggestions from customers to
help solve problems
• Co-creation: actively involving
customers to develop more
valuable products and services
• Curation: filtering, managing and
assembling a quality collection of
3rd party and original content that
is of keen interest to a particular
audience
Crowdsourcing, Co-Creation & Curation: What is
it?

53. Choose among various beer
characteristics, including
color, clarity, body, and malt
to create a “collaborative
ale”
(Samuel Adams, Facebook)
Submit your photo and be
in the next Levis Campaign
(Levis, Instagram)
Crowdsourcing

54. Co-Creation
Mix art with beer and
co-design the next
Heineken bottle
(Heineken, Facebook)
Redesign the boring
sanitary pad and partner
with celebrity
Patricia Fields
(Kotex, Facebok)

55. Co-Creation
Mix art with beer and
co-design the next
Heineken bottle
(Heineken, Facebook)
Redesign the boring
sanitary pad and partner
with celebrity
Patricia Fields
(Kotex, Facebok)

56. Find out what’s trending
now – real-time stories and
fashion tips from across
the Web
(SideKick on Style.com, Conde Nast)
View cool pics of new
products, repin the
gadgets you want and
get special access to pin
rewards
(Sony, Pinterest)
Curation

57. • Develop insights about what your
customers really want
• Test and get feedback on new ideas
and products – increasing likelihood of
product adoption and success and
building trust among current and
prospective customers
• Focus content around developing
subject matter expertise and
community engagement
• Enhance “owned” content and
reduce resource costs through
audience contributions
• Encourage and reward suggestions
via contests, promotions, recognition.
Crowdsourcing & Co-Creation, Curation:
Opportunity

58. Crowdsourcing & Co-Creation, Curation:
Key Stats

59. Smarter Search

60. Meaningful Answers
• Quicker access to content and
answers consumers are
actually seeking
• Finding information based upon
an understanding of the
nuances in search terms
(associated words, concepts,
locations, people), versus the
more ‘literal’ search, based
upon searching for exact
keyword matches
Smarter Search: What is it?

61. 61
Find the ‘right’
Taj Mahal
(Google. Knowledge Graph)
Get insights from your
Facebook friends
(Bing and Facebook Integration)
Smarter Search

62. • Focus on consumer intent and
related content categories and
lifestyle / behaviors, versus only
keyword terms
• For semantic search and SEO
visibility, purposeful content will
be more important than keyword
algorithms
• Ensure landing pages are
optimized for consumer queries
versus keyword terms
Smarter Search: Opportunity

63. • The shift to semantic search could directly impact the search results
for 10% to 20% of all Google search queries, or tens of billions
per month.
Wall Street Journal, 2012
• If the search engine better understands the meaning or intent
behind people's search queries, Google could find a way to show
more relevant search ads – which appear next to search results.
Wall Street Journal, 2012
• Google will be using public sources such as Freebase, Wikipedia
and the CIA's World Factbook, and will also be creating its own
database– which already has 500 million objects and 3.5 billion
facts, as well as using data from Google+.
PC Pro Magazine, 2012
Smarter Search: Key Stats

64. Augmented Learning

65. Smarter Lens &
Motion Sensors
• Superimposed virtual layer of
content onto a physical object
or surrounding environment
• Facial and voice recognition,
touch-screen devices
• Enhances perspectives and
interactions with other people,
places and things
Augmented Learning: What is it?

66. Navigate the
neighborhood with a
digital layering of street
content
Virtually try on
sunglasses
while standing outside of
the retail window
(Bloomingdales NYC, Fendi Sunglasses)
Augmented Learning

67. Get access to product
reviews by placing your
item on the touch screen
surface
(Clinique and Microsoft Surface,
Bloomingdales, New York)
Augmented Learning
Preview how a fully assembled
game comes to life in 3-D form
(LEGO, worldwide retail stores)

68. Play a virtual football
game on your candy
wrapper and win a prize
(Nestle Kit Kat and iPhone)
Improve your soccer
skills with motion-
sensor virtual games
(PUMA prototype, Kinect Hack)
Augmented Learning

69. • Provide user with supplemental
layered value, such as:
• Educational or reference
• Entertainment: music, video,
games
• Personalized or geo-targeted
information
• Creative and inspirational
experiences
• Avoid just adding clutter / pointless
virtual layers
• Discovery and consumption
process should be simple and
seamless
Augmented Learning: Opportunity

70. • Global revenue for mobile augmented reality (MAR) is expected to
approach $1.5 billion by 2015, up from less than $2 million in 2010.
Juniper Research, 2012
• Market for augmented reality will reach $350 million during 2014 in
the US alone.
ABI Research, 2011
• 2012 worldwide there will be about 150 to 200 million MAR users,
from about 600,000 in 2010.
Perey Research and Consulting in Montreux, Switzerland
• The market for the hardware + software components needed to
enable gesture recognition in products such as the Kinect was worth
$200 million in 2010 and will be worth $625 million by 2015.
Markets & Markets, 2011
Augmented Learning: Key Stats

71. Cashless Commerce

72. Cashless Commerce: What is it?
Mobile Wallet
• Making purchases on
smartphones, where value is
stored or debited from
• Seamless transfer of cash from
one device to another
• Technologies that facilitate
mobile payments include near-
field communications (NFC),
SMS-based, smartphone credit
card readers (GoPayment,
Square) & software-based
solutions (Isis, PayPal, Google
Wallet)

73. Scan your phone at the
register and pay for a cup
of coffee
(Starbucks , mobile phone)
Tap your phone, redeem
a coupon and purchase
your product
(Gap, Google Wallet)
Cashless Commerce

74. Cashless Commerce: Opportunity
• Deliver targeted marketing messages
(content, coupons) aimed at
consumers based on real data about
their buying habits, preferences and
location
• Loyalty/CRM programs
• Mobile payment services/apps:
• Transactional mobile site
• In-store support for barcode
scanning
• Coupons on mobile screen
• Coupons by NFC/RFID loyalty
• Support by NFC/RFID for payment
• Consumer self-checkout

75. • Mobile payments are expected to quadruple to $630 billion by
2014, which equates to 5% of all e-commerce sales.
Juniper Research, 2010
• Mobile payment users worldwide will increase from 212 billion in
2012 to 448 billion in 2016.
Gartner, 2012
• By 2016, mobile coupon redemption rates will reach 8% globally,
and redemption values will exceed $43 billion.
Juniper Research, 2011
• By 2017, more than 1 in 4 Mobile Users in the US and Western
Europe will pay in-store using NFC.
Juniper Research, 2012
Cashless Commerce: Key Stats