A Presentation

on the Digital

Landscape

Armin Huska

19th of April 2013

2

3

4

The trends we see in 2013

5

Digital Everywhere

The trends we see in 2013

6

Digital Everywhere

The trends we see in 2013

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Content Anywhere

The trends we see in 2013

8

Social Everything

Digital Canada

In Numbers

Online population 2012 vs. 2011

10

Nearly

80% of the

Canadian

population

99.99%

visit the

web

everyday

Source: Comscore February 2013

Canadian online demographic breakdown

11

Source: Comscore February 2013

Where do they spend their time?

12

Source: Google 2012, NA

2/3 of all media

consumption is

across digital

screens

13

In the last three months Canadians have loaded 54

Billion pages each month

Comscore Canada

Desktop, February 2013

Canadians are one of the highest engaged audiences

14

Source: Comscore February 2013

A New Definition Of Fragmentation

Google

Microsoft

Facebook

Yahoo

eBayWikipediaApple

BellAmazonGlam

0

10

20

30

40

50

60

70

80

0 3,000 6,000 9,000 12,000 15,000

A

v

V

i

s

i

t

s

/

U

n

i

q

u

e

Monthly Unique (A25-54)

Top 10 Sites Past Three Month Average

15

Top 10 Sites = 33% Of Pages = 40% Of Minutes

Size Of Bubble Denotes Minutes

La Presse

16

17

The WWW is only

7,927 days old

But

The New

Normal

The Marketing Confidence Gap

18

Forecasted Advertising Share

Media spend has not followed

the consumer behaviour (yet).

For Comparison: U.K. = 34%

share of digital media

42% of

ad spends

are

Paid

Search

19

Technology & Insights Enable Smart Ad-Delivery And

Improve Media ROI

Leverage Real Time Data To Market Against the Right

Audience

20

Real-Time-Access to Unlimited Ad Inventory

Social

Influence

High

Value

Donator

Lottery

Ticket

Buyer

Sick Kids

Facebook

Fans

Re-

Targeting

Lifestyle

&

Attitudinal

Geo,

Demo,

Context

Look-A-

Likes

No

Response

What was the most successful

broadcast show launch in 2012?

21

Kickstarter Veronica Mars

23

Canadian Video Engagement compared to the rest of

the world

24

75%

view

online

videos

daily

Screen Neutrality & Cord-Cutting

25

Analogue Behavior Is Being Digitised

0

10

20

30

40

50

60

HD TV

Computer

PVR

DVD

Other d

evice

Console

Phone

Tablet

Smart T

V

Digita

l Media

Device

3D TV

MP3

Screens Used For TV Past Month (Ex Set)

18+ 25 - 34 35 - 44 45 - 54

26

% Of Canadians Viewing TV On Non TV Sets

Source: MindReader Canada 2012

YouTube is leading the way

Google

Brightroll

FacebookVevoMicrosoft

Tubemogul

Yahoo

SpotXchange

Viacom

Vimeo0

20

40

60

80

100

120

140

0 3,000 6,000 9,000 12,000 15,000

A

v

V

i

d

e

o

s

/

U

n

i

q

u

e

Monthly Unique

Top 10 Sites Past Three Month Average

27

Top 10 Sites = 48% Of All Video

Source: Comscore Canada Feb 13

Size Of Bubble Denotes Minutes

28

91 million

users per

month

2008800 million

users per

month

2012

How many user per month worldwide?

There are more following

29

XBOX Live

30

New currencies coming soon!

31

+ Online Ratings

32

33

Paid Search in Canada

34

80%

YoY

growth of

mobile

search

traffic

25%

clicks on

Google

are from

Mobiles

A new guy in town?

35

The lines are blurring - Samsung Galaxy S4 (phablet)

36

Mobile subscribers grew 10% YoY

37

62%

are using

smart-

phones

Who is leading the market?

38

39

Android Phone Adoption Faster Than iPhone

Social Media grow 3% compared to last year

41

*acquisition of SlideShare

74% of the

Canadian

Internet

population

are on social

networks

daily

Top Canadian Social Networks

42

Source: Comscore February 2013, LinkedIn Apr 2013

(Instagram 4,973 17.9%)0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

Instagram

Twitter

LinkedIn

Tumblr

Total Visitors

Pinterest

43

44

45

46

We are trying to

create the best

personalized

newspaper with

our news feed

47

Generation Nice - More US social media users follow

charities than celebrities or politicians.

48

It has never been easier to tell the world that you care;

especially for Generation Nice

Social networks allowed an explosion of

charities and non-profit organisation. More

local, more personal.

Micro-donations trigger a commoditization.

(Pet Rescue & Hurricane Sandy)

Low level of involvement needed (one click

away in doing good).

The nature of lightweight news streams and

amount of noise forces charities to think like

publishers (e.g. British Heart Foundation).

Disasters cut through the clutter straight away.

49

The problems that come with Social Media

50

The Challenge is the Discovery & Distribution phase of

a campaign, a cause or even a brand.

52

New Campaign Launch

Dec 15th 2012

Cancer Research UK

53

Cancer Research UK

December 31st

2012

54

Cancer Research UK

January 15th 2013

55

Cancer Research UK

But still a short attention span

56

Red Nose Day

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Storytelling

58

Valentines day 2013

British Heart Foundation

Summary

Include mobile into your campaign strategies (1st screen)

Expand TV into other video opportunities (talent rights)

Keep up the emotional story-telling (video)

Be social by default & design

Act like a publisher (headlines) - regularly

Leverage data & real-time media intelligence (tracking & measurement)

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