11 charts that predict the future of marketing
TRANSCRIPT
11 Charts that Predict the Future of Marketing
Mihika Barua
Marketers will be challenged to push the envelope in 2015.
CMOs will rethink their marketing budgets.
012345+
012345+
2014 2015
Number of agencies that touch digital efforts at their company, according to client side marketers worldwide
Marketers Are Cutting Back on Digital Agencies
Source: eMarketer
13%12%
9%
17%
26%
23%
27%
10%
14%
15%
32%
2%
Brands will move advertising dollars to programmatic ad buying and analytics, where ROI is easier to track.
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
Q1 13 Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 Q3 14 Q4 14 Q1 15
AOL Third party Platforms
Rocket Fuel
Rubicon Project
Criteo
Programmatic Advertising Revenue (Global), Selected Companies
Programmatic Ad Spending Doubled Last Quarter
Source: BI Intelligence
Native advertising on social media will account for almost $7.5 billion of total native ad revenue this year.
Reve
nue
($Bi
llion
s)
0
2.5
5
7.5
10
12.5
15
2013 2014 2015 2016 2017 2018
Native Style Display Sponsorship Social
Social native ads will account for the largest share of native ad revenue
Native Advertising Will Explode in 2015…
Source: BI Intelligence
Mobile is (almost) officially the first screen for viewing.
Hou
rs p
er D
ay
0
3
6
9
12
2010 2011 2012 2013 2014 2015
TV Other Connected Devices Desktop/Laptop Mobile
Time spent on screens by orientation (Hours/Day), USA, 2010-2015
Vertical Viewing Is Replacing Horizontal
Source: BI Intelligence
Vertical viewing = a new generation of handheld viewers.
User generated content performs better than branded content.
Billi
ons o
f Vid
eos
0
25
50
75
100
Youtube Vine Facebook
Brand Videos Media Companies Influencers (+250K followers) Amateur (user-generated)
Who uploaded the top 100 videos to content platforms in the last month?
User Generated Content Topped Video Uploads In The Last Month
Source: Mary Meeker’s 2015 Internet Trend Reports
Social media is an important revenue source for retailers.
Perc
enta
ge o
f Rev
enue
Gen
erat
ed
1Q 2012 2Q 2012 3Q 2012 Q4 2012 3Q 2013 Q4 2013 Q1 2014 Q2 2014 Q4 2014
Google+
Other
Share of Social Generated E-Commerce Revenue (Global)
Facebook Is The Leader in Generating E-Commerce Revenue
Source: BI Intelligence
We share as many photos everyday as there are people in India.
Mill
ions
of P
hoto
s Upl
oade
d an
d Sh
ared
Dai
ly
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2008 2009 2010 2011 2012 2013 2014
Photos on WhatsApp, Snapchat, Instagram, Facebook, Flickr each day total 1.8 Billion
1.8 Billion Photos Are Shared Daily
Source: BI Intelligence
0%
8%
16%
24%
32%
40%
48%
56%
64%
72%
80%
Facebook LinkedIn Pinterest Instagram Twitter
2012 2013 2014
Pinterest and Instagram gained in adoption over the last year
Image-focused Social Networks Have Grown the Fastest
Source: BI Intelligence
But social is transforming.
Mon
thly
Act
ive
User
s
0
250
500
750
1000
1250
1500
1750
2000
2250
2500
4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 4Q14 1Q15
Big 4 Messaging Apps (WhatsApp, Facebook Messenger, WeChat, Viber) Big 4 Social Networks (Facebook, Twitter, LinkedIn, Instagram)
Monthly Active Users for Selected Top 4 Social Networks and Messaging Apps
Messaging Apps Have Caught Up to Social Networks…
Source: BI Intelligence
% o
f Res
pond
ents
0
10
20
30
40
50
60
70
80
90
100
Geofencing Mobile Advertising Geotargeting Mobile Search Mobile barcode Mobile app Mobile optimized site
Currently Use Will use in the future
Current vs. Future Usage of Mobile Marketing Tactics According to Marketers Worldwide — Q3 2014
More Companies Have Mobile Websites Than Apps
Source: eMarketer
And a smarter, more connected future is on the horizon, thanks to the Internet of Things.
Billi
ons o
f Dev
ices
2013 2014 2015E 2016E 2017E 2018E 2019E
Personal Computers SmartphonesTablets Connected/Smart TVsWearables Connected CarsInternet Of Things
5 year CAGR = 35%
The IOT market will soon be larger than PC,tablet & smartphone markets combined
The Internet Of Things Will Be The World’s Largest Device Market.
Source: BI Intelligence
These charts are just the beginning. Download our white paper to see all 50.
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Mihika Barua Mihika Barua is a junior associate on Percolate’s Integrated Marketing Team.