A look at some of the dynamic forces at work that are changing how we connect and communicate in 2020 and beyond

1. 10 for 20 Watchlist
10 for 20: Ten Things to Watch in 2020
and Beyond
Forces of Change
Media, Technology and Advertising

2. GOODBYE 2010s
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3. Mobile and Social Media Took Over
Smartphone
Ubiquity
Smartphone penetration is currently
at 81%. (Pew Research 2019)
Mobile ADD
The average person checks their
phone between 63-80 times per day.
We spend an average of 3 hours and
10 minutes per day with our
smartphones. (eMarketer Nov. 2019)
That’s more time than we spend
watching TV.
Social Media Use
Daily
90.4% of Millennials, 77.5% of
Generation X, and 48.2% of
Baby Boomers are active social
media users (eMarketer, 2019)
Social Influence
49% of consumers rely on influencer
recommendations on social media
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4. People Hate Ads...Generally
Speaking
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The $120,000 duct-taped banana
90% of consumers indicate that ads are more annoying and intrusive than they
were just two years ago. (DRUM, Jan 7 2020)

5. Where Will The Future Take Us?
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The $120,000 duct-taped banana

6. Hello Future?
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This scene from Minority Report represents many of the technologies that are
developing and potentially making this world a reality in the near future...unless
consumers push back

7. Or Maybe Hello Future?
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The $120,000 duct-taped banana
A statement on art or culture or madness?
Duct-Tape banana from Italian artist Maurizio Cattelan

8. Forces of Change
10 for 20
Things to Watch in 2020
Streaming in Vogue
Broadcast once dominated
the TV and radio landscape,
but we’ve shifted how we
consume television and radio
media. A war is brewing as
consumers are streaming
more, but just how many
streaming services can we
afford?
5G Reality Begins Cookie Crumbles Artificial Intelligence
Consolidation Nation Social Stronghold Gamer Culture
5G’s been talked about for a
couple years now--we’ll
finally start to see some level
of 5G reality in 2020. The
implications are far-reaching
and are more than just about
phones. This will change
everything.
Privacy concerns, regulation
and new ways to avoid
tracking will make cookies
crumble . Where is this
headed and what implications
are there for advertising and
tracking?
From voice to facial
recognition, a future driven
by AI raises both optimistic
excitement and profound
ethical questions. Where will
it take us in the future?
Tech mergers, media mergers
and acquisitions have
dominated headlines recently.
Ad dollars continue to
consolidate with just a handful
of tech giants. Media
companies are scrambling to
position themselves to compete
with new rivals. Where will this
lead?
Social media’s meteoric rise in
usage and influence faces
increased scrutiny in the years
ahead. Will Instagram’s
massive growth show cracks?
Will Facebook be broken up?
What’s next?
Gaming culture permeates pop
culture with a wide swath of
influence beyond gaming.
Gaming is becoming a
mainstream sport with big
dollars on the line and
influential mega stars. Brands
are jumping in.
Political Tsunami
A major storm is coming. The
fiasco of the last election will
have implications for
advertising and media in
2020. Get ready for another
major election cycle and a
volatile, messy media market.
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Data Dilemma
We produce more data than
we know what to do with.
Privacy concerns are bringing
increased scrutiny over how
we use and access data . Yet,
the future is about
harnessing data in all its
complexity.
Peak Influence
Influencer marketing has
reached a peak inflection
point. We increasingly rely
on influencers and brands are
all-in. Micro-influencers and
nano influencers are next.
Where will this lead us in
2020 and beyond?

9. In a recent survey, 69% of HH had video streaming subscriptions and 41% were
subscribed to a streaming audio service (Statista Survey, 2019)
The average adult now spends 11 days streaming content each month
Streaming accounts for 29% of viewing, but only 3% of ad budgets (Magna
Global)
Cord cutting in favor of streaming video content continues
to rise
Last year, Americans subscribed to three paid streaming services and more U.S.
HH subscribed to a video streaming service than traditional pay TV for the first
time ever. Cord-cutting appeal was cutting dollars but streaming is getting close
to cable in monthly bills. More streaming services are set to launch in 2020
testing just how many more services consumers are willing to add.
Streaming subscriptions have now surpassed traditional pay TV
Pandora is the clear leader with iHeartRadio a distant second. Online radio
providers compete against each other as well as alternatives like Spotify and
Apple Music.
Radio’s decline has been offset by the growth of online
radio
Over half (51%) of consumers have listened to a podcast in the last year. Around
6% do so on a regular basis.
Podcasting listenership skews 18-34 (48% listenership), although it cuts across
all demographics
Spotify is taking its personalization tech to podcasts. You can now stream
podcasts on Spotify and purchase in-stream ads..
ase in-stream ads..
Related activity like Podcasting, continues to rise
#1 Streaming in Vogue
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10. Facts in the Stream
Streaming Fatigue
More streaming apps will enter the
market in 2020. Having to subscribe
to too many apps will force fewer
players. Consumers breaking point
seems to be four streaming services at
an average monthly spend of $42
(Magid research, 2019)
Online Radio Spike
Over ⅔ of Americans listen to online
radio and spend over 16 hours per
week listening
Podcasting Hits
Home
49% of podcasting listenership happens at
home. 80% listen to the entire podcast.
There are over 800,000 active podcasts. Ad
revenue is expected to exceed $673 million
this year. Podcast listeners tend to be
cord-cutters.
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Streaming War
More than half (53%) subscribe to
Netflix, followed by Amazon Prime
(43%) and Hulu 29%. Disney+ is
expected to grow to 60 million subs in
2020. Consumers primarily subscribe
for premium original content. (YouGov
2020). Netflix will invest $20 billion
on original content in 2020.

11. Streaming Content Has Taken
Over
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12. New Ad Formats Follow
Behaviors
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A Binge-Worthy Ad Format
75% of viewers today binge-watch programming
It’s made up of three different ads that run
over the duration of three
episodes--co-branded with Hulu. Currently in
testing--rollout late 2020

13. Netflix Still Rules
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Netflix has no plans on offering an
ad supported version--they are
however working with brands on
integrations

14. Even More Players Coming in
2020
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Jeffrey Katzenberg and Meg Whitman’s short-form
streaming platform Quibi is set to launch April 6 and is
centered on mobile viewing. They’re expected to have 175
original shows with Hollywood “A-listers”. It’s unique in that
they don’t own the content or have talent under contract.
NBC Universal set to launch Peacock April 15 with
new-old shows and a vault of classic content.

15. Podcasting Momentum
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Podcasting Has Become Mainstream Audio
Activity
Nearly ⅓ tune in daily--Podcast listeners tend
to be loyal to advertisers

16. The future demands more connectivity and more devices. To power all these
devices and bring new experiences like VR/AR, self-driving cars, and
telemedicine into reality, we need speed and an always-on connection.
The future depends on connectivity--5G will bring it
5G is the fifth generation of wireless communication standards. The full 5G
rollout will take some time. We’ll start with new faster smartphones and evolve
to a shift beyond the post-smartphone era and into homes and beyond. 5G will
require new handsets which are just being introduced. Apple is expected to
launch a 5G capable phone in late 2020.
Real 5G will start in 2020...but there are some caveats
Carriers have been touting 5G for some time, but it’s a confusing mashup of various
technologies and versions of 5G. Millimeter Wave 5G is the fastest but has
limitations that will prevent wide-spread rollout quickly.
It will be a bit of a rocky road until it’s fully realized
5G will bring more than just lightening speeds and higher-quality streaming.
Lower latency will make things like VR and AR more useful and go beyond
novelty into real-world use.
5G will change the consumer experience and bring immense
opportunity for brands
#2 5G….Reality Begins
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17. Facts on 5G
All About Speed
The promise is that 5G will deliver
around 10 gigabits per second to your
phone. That’s around 600 times faster
than 4G speed.
National 5G
Coverage Won’t be
Immediate
Most carriers will be launching versions of
5G which are not “true” 5G. Due to the
massive infrastructure and hardware
needed, true 5G reality is still a few years
away
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It’s a Gradual
Rollout
5G isn’t a single technology, but
various technologies. Deploying them
requires new infrastructure and to
receive them, requires new phones
and systems. Each carrier is using
their own versions of 5G.
It’s Bigger than
Phones
It will serve to drive development of an
ecosystem of things like smart cities,
connected-cars-smart grids, medical
tech, telemedicine, environmental
sensors, thermostats and other
gadgets

18. Speed Brings New Creative
Possibilities
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Advertising may change rapidly as speed brings
greater creativity options and better consumer
experiences with advertising
5G connectivity may greatly reduce costs and time for
video production and move production away from
expensive big film studios--animated scenes which
once took weeks, would be made in seconds.
HypeZilla on Yahoo Play using motion capture suit instantly
translates into animation using 5G
Hyper personalized displays with “parallel reality” capability.
Multiple people viewing the same screen-each see different
things--demo from delta

19. With Speed Brings New
Advertising Possibilities
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Fully Realized AR/VR Experiences--Greater
Adoption and Use. Extending the experience
to window displays, walls and other surfaces
that were not options prior
Less expensive
production--greater video
experiences-faster load times and
higher definition quality
Fully functional interactive and 3D
ads and greater voice-integration
Richer gaming experiences and brand
integrations
Massive amounts of data available in
real-time will allow marketers to
have a greater granular
understanding of campaigns and
real-time adjustments
Programmatic advertising will
have to adapt to hyper fast speed
with systems that can potentially
deliver ads 100x faster

20. As a result of consumer privacy concerns , changes to browsers and regulatory
issues, the standard method of tracking using 3rd party cookies will soon cease to
exist.
New privacy legislation like the California Consumer Privacy Act (CCPA) has
ramifications for its future. This legislation limits the use of Personal
Information (PI) and Personally Identifiable Information (PII) that online
companies can collect. This is only the beginning as more states may follow suit.
The cookies imminent demise has been led by changes to browsers. The death
warrant issued to 3rd party cookies by Chrome , firefox and Safari are forcing
ad-tech companies into a scramble to adjust for the new order coming.
2020 will bring about more “cookiecide” as the age-old
snippet of code fades away
Universal ID’s, contextual mapping , more 1st party cookies and opt-ins are the
primary replacements talked about for now. Programmatic vendors are already
taking steps with alternatives. AI and machine learning based approaches allow
for rich targeting environments that can predict audience interests and
behaviors and help to manage frequency caps. Consumer permission based
data will also play a role. The Washington Post has developed a first-party data
targeting tool called Zeus Insights which provides this level of targeting ability.
This may also allow them to compete more effectively with the big tech firms.
We may also see an impact to attribution models and fallbacks to clicks.
Publishers and ad tech companies are scrambling to
prepare for the new era
#3 Cookie Crumbles
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Walled gardens like Facebook, Apple, Amazon and Google already have direct
access to their users which translates to easier consent to use their first-party
data. Walled gardens may one of the few safe places where brands can leverage
first-party data. We may see audience numbers drop and prices rise. Publishers
may find opportunities to create their own walled gardens as a result. .
Walled gardens may attract more ad dollars...and higher
prices

21. The Nail in the Coffin for
Cookies?
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“It may choke off the economic oxygen from advertising that
startups and emerging companies need to survive”.
Bob Liodice ANA Masters of Marketing Conference,”
● Google’s dominant
market share (69%)
wields huge influence
● Google’s plan is to
phase out cookies over
the next two years
● It says it’s working on
alternatives that allow
advertising in more
“privacy conscious
ways”.
● As a way to create open
standards to enhance
privacy, Google
established the Privacy
Sandbox initiative

22. Just the Cookieless Facts
Privacy is Driving
Increased Regulation
Over ⅔ of consumers polled think the
government should do more to
regulate data privacy. (SAS, 2019)
80% of Marketers Will
Abandon Personalization
Efforts by 2025
According to Gartner, as a result of issues with
data management and lack of ROI, the majority of
marketers will no longer pursue hyper
personalization.
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Cookies are Declining
Rapidly
Predictions are that the proportion of
users identifiable through third-party
cookies drops below 50% in 2020
Browsers Increasingly
Block Cookies
Browsers now severely limit 3rd
party cookies anyway
69% --The market share of Chrome
We’re now facing a world with significantly less measurement and targeting.

23. An organization called OpenAI made headlines last year when they announced
their latest news-copy generating machine GPT-2 was too dangerous to publicly
release in full, fearing it would lead to mass-generation of fake news. They have
since released it. GPT-2 can write fake news, articles, stories, poems and code.
Machines are getting much better at comprehension and
generation
AI has been used in the creative process and has found its way into advertising
campaigns. Leo Burnett created a PSA for world hunger using AI to generate a
face that represented a composite of 100 photographs of actual people who
can’t afford food. AI also finds its way into more contextual based programmatic.
AI in creative
Issues with prejudices built into machine learning, issues around accuracy and
privacy with facial recognition and growing concern around deep fakes for
example are causing scrutiny over their widespread use in marketing and
advertising
There is a growing movement around the ethical and social
implications for rapid AI integration and development
Mass adoption of voice AI in consumer’s everyday lives is
shifting growth to other applications with the Internet of
things.
#4 Artificial Intelligence
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Industry experts are predicting that the majority of consumer applications will
integrate some voice technology in some way over the next five years.
By 2021, 80% of emerging technologies will have AI foundations

24. Facts on AI
AI Ubiquity
From chatbots to smart speakers,
smarthomes and wearables, AI will
permeate almost every aspect of our
lives. By 2021 80% of emerging
technologies will have AI foundations.
(Gartner, 2019)
Smart Speaker Growth
Today, approximately 24% of HH own a smart
speaker--most own multiple speakers. This
equates to around 60 million homes--that is
anticipated to increase substantially. There
will be an estimated 4 billion devices this year
that carry AI-powered voice assistance.
Deep Fakes Raise
Concerns
Fake news? Deepfakes or media that take a person
in an existing image or video and replace them with
someone else's likeness continue to get more
advanced. This issue will take center-stage in 2020
as we ramp up election hype. 68% of consumers say
made-up news and info greatly affect their
confidence in government.
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Chatbots or
Humans?
63% of people prefer to message a
chatbot vs. talk with a human when
they are communicating with a
business. (G2 Crowd)

25. The Age of AI in Society
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Preview Video
PBS Special on AI

26. Deep Fake -Genuine Problems
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https://youtu.be/EfREntgxmDs
The number of Deep Fake videos rose 84% over the last year
Deeptrace 2019

27. Deep Fakes Used in Marketing
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The Dali Museum in St Petersburg, Florida
Video Short

28. Consumers are Wary of Facial
Recognition in Retail
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29. Smartspeaker Nation
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● 60 million US HH’s own a
smartspeaker
● 54% of consumers have used
voice command technology
● 24% say they use it daily
● One device typically leads to a
house full of devices (Avg HH
2.6 devices)
Edison Research/NPR Smart Audio Report, Dec.
2019

30. Voice Activation
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Voice-Activated Digital Value-Add
Last year, Diageo tested a more
wide-spread use of voice enabled
brand experiences. It’s promoted
on-pack and uses an Alexa-enabled
skill for users to request which
iteration of Talisker they’d like to know
more about--the process then
kick-starts an audio journey to
educate users on how to taste
Scotch, where’s it’s made and other
unique back-story facts on the
whiskey. oo

31. .
Consumers care about privacy more in theory than
practice
Abuse of personal data, data breaches, fraudulent traffic and annoying
advertising are to blame for the current movement away from thinking we can
hit the “easy button” with automated digital advertising.
“Personalization” and hyper-targeted ads, once defined
the era but are now facing significant pushback
Despite the availability of almost limitless data, most marketing organizations
fail to capitalize. According to Forrester Research, only 48% of decisions are
made based on quantitative information and analysis, a stat that has changed
little in the past few years.
So much data, so little interest in actually using it...still
All these tech stacks seem to be overwhelming us. Over half surveyed indicated
they use four or more marketing platforms according to recent research from
CallRail. Further, 75% of respondents indicated they spend too much time
reporting out on marketing performance.
Data Fatigue: Harnessing all this data still remains a
problem
#5 Data Dilemma
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In a recent survey, 81% of consumers say they’ve become more concerned about
how companies use their data and 87% of them think there should be more
regulation. Yet, 71% of them indicated they’re willing to give up privacy to get
more of what technology can do to benefit them. Very few ever update privacy
settings or pay attention to company privacy policies. (IBM Survey, 2019)

32. Facts on Data
Privacy is Driving
Increased Regulation
Over ⅔ of consumers polled think the
government should do more to
regulate data privacy. (SAS, 2019)
80% of Marketers Will
Abandon Personalization
Efforts by 2025
According to Gartner, as a result of issues with
data management and lack of ROI, the majority of
marketers will no longer pursue hyper
personalization. 27% of them believe data
collection is the key obstacle.
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Fraud is Still a Problem
56% of all internet traffic is from an
automated source such as hacking
tools, scrapers and spammers,
impersonators, and bots. Global ad
fraud was estimated at $23 billion in
2019 (Cheq)
Is any Data Safe?
2019 was a landmark one for data
breaches, as it has seen over 3,800
breaches—a 50% or greater increase
over the last four years
Factual Privacy Survey, 2019
Approximately 63% of consumers believe that brands benefit
from personal data collection, while 46% believe that consumers
do.
Who Benefits from Personal Data Collection?

33. Google, Facebook and Amazon are anticipated to account for over 60% of all ad
dollars in 2020 (eMarketer). Amazon recently acquired Sizmek ad server
potentially challenging google’s dominance. As media companies face their own
increased pressure from the likes of Netflix, more and more mergers may be on
the horizon.
More ad dollars are going to fewer and fewer players
Netflix was once a DVD mail service but is now a $135 billion dollar
entertainment company dwarfing its rivals like CBS who’s valued at a paltry $19
billion. Disney controlled over 38 percent of the entire US box office take.
Survivalism may dictate more mergers ahead.
More upheaval is expected in the media entertainment
industry
With more and more content being produced and more companies launching
their own streaming services with original content, how can consumers keep up
and will advertising be part of the equation? How many services are consumers
willing to pay for? Will consumer demand force greater consolidation?
There is so much original content being produced, it’s
almost overwhelming, possibly forcing consolidation
#6 Consolidation Nation
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34. Some Consolidating Facts
Ad dollars are in the hands
of a few
Google, Facebook and Amazon are the top
three digital ad platforms in the U.S. Together
they capture just under 70% of all digital ad
dollars spent according to eMarketer. More
than two-thirds of all digital spending
Ad tech companies are
being acquired at a
frantic pace
Digital advertising grew to 57.9 billion in just
the first half of 2019. Companies are buying
up ad tech firms in order to better align and
compete in this walled garden marketplace of
data driven self-serve buying, before political
uncertainty takes its toll
Page 36
Mega media mergers are
expected to slow
Experts believe media companies frantic merger
and acquisition pace will slow as they have
reached scale to effectively compete with new
media like Netflix
Media companies are
merging to compete with
new rivals
Traditional media has spent $229 billion since
March 2018 on just six key mergers as rivals
opted to combine their assets to compete in
the new media world. (Variety Intelligence
Platform)

35. A whopping 79% of US consumers are active social media users and
three quarters of them check their social media feeds daily. Seniors
or those over 50 are the smallest but fastest growing group on
Facebook. 46% of consumers over 65 use Facebook. Facebook’s
growth is slowing overall.
Consumers are still in love with social media
With sites such as Tik Tok and the rise of Instagram Stories, content
that is only available for a short period of time is growing in
popularity--particularly with young consumers.
Fleeting content is gaining in popularity
Social commerce continues to grow and is quickly becoming a
mainstream retail channel similar to online stores and websites.
Increasingly social networks will introduce more selling features such
as shoppable posts.
Social shopping is growing
Video is increasingly a dominate format online and on social networks.
Both longer form videos and short-snippet video’s continue to gain in
popularity. According to a recent survey by Cisco, by 2022 82% of all
online content will be video. The ability to produce quick, engaging
original content video at lower production costs will be a growing
trend.
It’s about the video
#7 Social Stronghold
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36. Socializing Facts
Dynamic Ad
Formats are Rising
Facebook launched Dynamic Ads in
2019 which are machine-learning ad
units that deliver a personalized
version of the ad based on likely
response.
Technology Adoption is
Growing in Social
Facebook launched Horizon , a social virtual
reality world allowing people to connect, game
and discover. AR filters are increasingly being
used on other platforms like Instagram and
Snapchat. 5G speed will only increase the use of
new tech.
Privacy Issues and
Fraud Are Concerns
Between April and September 2019,
Facebook says it disabled more than 3.2
billion fake profiles. Facebook was fined a
record $5 billion as a result of the
Cambridge Analytica fallout.
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Video Dominates
⅓ or our time today spent online is
spent watching videos. By 2022 the
number of videos per second crossing
the internet will exceed 1 million.
YouTube is now 2nd to Google in
terms of popularity. Will Byte’s
6-second video app be the new Vine?
Social Media Use Has Plateaued

37. The TikTok Sensation
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Instagram is testing “Reels” which allows users to film up to
:15 videos and edit them using music from other videos-just
like TikTok
130 million user base in the U.S.
Mostly younger adults--teens

38. Heavy Social Media Use = Loneliness?
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According to Cigna’s annual survey of loneliness and the
workplace, Social media has a major impact on loneliness.
Very heavy social media users are significantly more likely to
feel alone, isolated, left out and without companionship.

39. Growth of Instagram Stories
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The Jimmy Fund used Instagram Stories to showcase
support of a state of the art cancer treatment center and
demonstrate to users the direct benefit of their donations
500 million people use Instagram Stories every day
--Daily Active Users (DAU) Statista, 2019

40. Pinterest Usage Continues to
Rise
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Pinterest is Now the 3rd Leading Social Platform Ahead
of Snapchat

41. Page 14
But We’re Also Seeing Social Media Burnout

42. Esports have been around since the 1990’s but is now entering a mainstream
growth phase. Nearly ¾ of U.S. internet users have now heard of “esports” and
even half of older adults 55-64 have heard of esports competitive game
tournaments. Among consumers that watch, over 60% watch weekly.
Gamer culture has influenced pop culture now for years
Amazon’s acquisition of the social platform Twitch in 2014 has grown to nearly a
$3.8 billion dollar valuation. Twitch surpassed ESPN in audience size and live
streamed more content than ESPN, WWI and ML combined. The category is
expected to grow to 589 million viewers in 2020 according to Newzoo..
It’s estimated that esports is grown to nearly a $700
million dollar industry with the US leading
Increased participation and corporate interest have infused millions into the
sport. Prize pools can exceed $100 million. Franchised leagues like League of
Legends have made esports closer to traditional sport leagues attracting more
investors.
Brands are getting more integrated and involved with
esports sponsorships and advertising
Free-to-play games accounted for 80% of dollars spent on digital games in 2019,
primarily from mobile. Fortnite became not just a game phenomenon but a pop
cultural phenomenon in the past couple years spilling over into creating new
celebrities and lawsuits over Fortnite dance celebrations. It even held an
in-game music concert by DJ Marshmello attended by 11-million people.
Gaming has shifted more mobile and online with Fortnite
creating its own cultural phenomenon
#8 Gamer Culture
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43. Gamer Culture Facts
It’s a billion dollar
ecosystem
Most projections put the esports ecosystem on
track to surpass $1 billion in revenue for the first
time this year. U.S. revenue is currently at $300
million. Revenue is expected to grow from here —
Newzoo projects it to hit $1.8 billion by 2022.
Smartphone
Domination
66% of gaming occurs on a
smartphone. Mobile gamers spend an
average of 3 hours and 44 minutes
each day online on their phones.
(GlobalwebIndex 2019)
It’s filtered into
Hollywood and
professional sports
Professional sports teams and networks
have been quick to jump on esports.
Additionally, Hollywood is increasingly
releasing material centered on popular
game genres
Page 36
Gaming is intrinsic to the
culture of Millennials and
Gen Z
These generations grew up with gaming being a
central part of their existence. This will
permeate brands and marketing more as time
goes by.

44. The Power of Esports Viewers
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45. ESports Audience Growth
Continues to Climb
Page 14

46. The Eurasia Group designated US politics as the top risk in its annual state of the
world for the first time since the report has been issued, predicting it to be the
most divisive in over a century. "The 2020 election is an American Brexit — a
maximally polarized vote where the risk is less the outcome than the political
uncertainty of what the people voted for," Eurasia Group report
A polarizing, fractious political year ahead
Kantar Media expects digital ad spend alone to reach over $1.2 billion dollars in
2020 or around 20% of overall spending for political ads--another $1. Billion will
be spent in online video.
Heavy digital spending and a tight, unpredictable market
will follow
With the highly contested election cycle and key races potentially flipping, we
may see higher negative ads, negative sentiment in general and potential
brand-safety pitfalls.
Brands will face increased risk of brand safety issues as the
political climate heats up
North Carolina is part of a 14 state “Super Tuesday” primary on March 3. TV
spending will begin approximately 8-9 weeks before the primary, and radio will
begin 4-6 weeks prior. There are various senate and congressional elections
taking place. Plan on extremely tight inventory, sold out status and
pre-emptings. Spending will increase across other new media and digital media
as well.
Things will heat up soon with “Super Tuesday” leading in to
the election--North Carolina is a key state impacted
#9 A Political Tsunami
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47. The Political Facts for 2020
Political spending
dominates markets
According to Kantar, the % share of TV
ad time will exceed 50% in our DMA as
we approach the general election
Ad dollars spent in
2020 will be staggering
Estimates for overall spending
nationwide vary, but Kantar puts their
estimate conservatively at $6 billion.
Broadcast TV predictions in this
market are estimated at $30 million.
Digital spend will increase.
Facebook will be cluttered
It’s estimated that 21% of ad spend will be in
digital. Spotify is pausing political advertising in
early 2020. Twitter is banning political ads.
Google is removing its ability to micro-target
consumers based on political affiliations.
Facebook will not fact-check political ads on its
platform.
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Nearly half of
spending will be
traditional TV
According to BIA Political Forecast,
around 47% of total political spending
will be on traditional TV. Locally, all TV
dayparts will be affected. News will be
tight to sold-out and everything may
be preempted in October. 2020 Political Year - Most Expensive Ever

48. The market is expected to reach $22 billion by 2022, up from just $8 billion in
2019 (Mediakix)
71% of consumers will unfollow influencers with fake followers (Smartinsights,
2019)
The market for influencers has grown exponentially and
continues to grow-but authenticity matters
Four out of five brands use Instagram for influencer campaigns (79%),
compared to Facebook (46%), YouTube (36%) and Twitter (24%).
(Influencer Marketing Hub)
Instagram is the dominant platform for influencers
The top categories follow the visual format and user base of the channel.
Beauty, fashion, travel and lifestyle, parenting, health and fitness are top
categories successful with influencer marketing
Certain categories lend themselves better to influencer
marketing
Costs for a mega sized influencer can be in six-figures while smaller niche
influencers are gaining popularity due to their greater authenticity and lower
costs of entry. Finding and engaging with them can be challenging.
Costs for influencer marketing programs vary widely and
what constitutes an “influencer” changes
#10 Peak Influence
Page 4

49. Influential Facts
Top influencers can
make HUGE payouts
Top YouTube earners in 2019
were Daniel Middleton
(DanTDM) - $16.5 million
- Evan Fong (Vanoss Gaming) -
$15.5 million
- Dude Perfect - $14 million
Finding the right
influencer can be
very difficult
61% of marketers consider
finding relevant influencers for a
campaign time-consuming and
very difficult (MediaKix 2019).
Instagram Removing
Likes?
Instagram recently tested removing likes
arguing that likes determine a person’s
social value and is detrimental to mental
health. The real reason may be money as
Instagram makes nothing currently off
their influencers. Removing likes would
disrupt the model and limit measurement. Page 36
Influencer fraud is
widespread
Recent research has indicated that as
much as a quarter of influencer
followers are fake resulting in nearly
$1.3 billion in lost revenue (Cheq
2019)

50. Instagram Leads the Pack
Page 14

51. Posts, Stories and Video Lead
Page 14

52. The Four Types of Influencers
Page 14
#1 Mega Influencers
More than 1 million followers.
Often celebrities. Huge reach.
Selena Gomez Instagram followers greater than 135
million. Single Instagram post cost can exceed $500k.
Between 100,000 and 1 million
followers
Can still be higher cost and variable engagement.
Professional looking filtered photos, staging
1,000 to 100,000 followers
Lower cost and typically higher engagement
Mix of niche areas and more engaging authenticity
Varies--1,000 - 5,000+ followers
Higher authenticity, niche following and interest areas,
unretouched photos and more “real” feeling
#2 Macro Influencers
#3 Micro Influencers
#4 Nano Influencers

53. Authenticity in a World Where
Everything’s for Sale
Page 14
The debacle of the notorious Fyre Festival is an illustration of both the power of influencer marketing and the risk
involved with less than authentic endorsements. Bella Hadid, Kendall Jenner and Emily Ratajowske plus
hundreds of other influencers were recruited to share a branded Instagram post. This set off a chain reaction of
events that drove incredible interest in what has ultimately been labeled one of the biggest scams ever.
The Sell The Reality

54. The Power of the Influencer
Page 14
Video Short

55. Page 14
Is Instagram doing away with
the “Like” button.
What impact will this have?
It’s intended to “depressurize”
Instagram and combat fake likes
and followers which may
negatively affect influencers and
force influencer marketing to
adapt.
Influencer Challenges

56. Page 49
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YOU!