#trending2018- - iab canada · kp internet trends 2017 | page 72 …retail store closings may break...

#trending2018  A  look  at  digital  trends  disrup1ng  our  industry  

Saad  Uddin  CEO  at  Na1ve  Touch  

Agenda  

•  Digital  Video  •  Transforma1on  of  Retail  

•  Cookies  

•  25+  staff  •  Offices  in  Montreal,  Toronto  &  Vancouver  

•  Focus  on  determinis1c  mobile  data  

About  me  

In  10  years,  Ne-lix  went  from  0  to  more  than  30  percent  of  home  entertainment  revenue  in  the  U.S.  This  is  happening  while  TV  viewership  conBnues  to  decline.  

DVD  by  mail  -­‐>  Streaming  -­‐>  Original  content  -­‐>  Binge  watching  -­‐>  Content  recommenda1on  

Digital  Video  

When  plaQorms  make  content  

1B$   6B$  

4.5B$  1B$  

Convergence  of  Content  and  PlaQorms  

•  Greater  eCPMs  (ad-­‐supported  content)  •  Exclusivity  =  users  •  User  data  =  content  preferences  

100+  Brands  on  House  of  Cards  S5  

Cheddar  

Phone  Swap  

2  second  ads  

<2  seconds  -­‐>  52%  in  sales  lia  <2  seconds  -­‐>  66%  in  awareness  lia  

But  30  Second  ads  work!  

And  they’re  becoming  shoppable  

Transforma1on  of  retail  

KP INTERNET TRENDS 2017 | PAGE 72

…Retail Store Closings May Break 20 Year Record While...Amazon Opens Retail Stores…

Retail Unit Closings, USA, 1995-2017 YTD

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

E

Uni

t Clo

sing

s

Average

Amazon Looks to Expand its Physical Footprint

Source: Credit Suisse, AmazonNote: 2017 is YTD as of 4/6/17. 2017 estimate per Credit Suisse.

I  don’t  think  retail  is  dead.  Mediocre  retail  experiences  are  dead.                  –  Neil  Blumenthal  Co-­‐CEO  Warby  Parker  

Online  is  going  Omnichannel  –  Showrooms  &  experience  centers  

Pop-­‐Up  Shops  

Crea1ng  a  connec1on  

Amazon  is  going  offline  

+  

…  and  their  own  label  

KP INTERNET TRENDS 2017 | PAGE 75

…Amazon Becoming a Leading Private-Label Supplier of…Baby Wipes + Batteries, USA…

Amazon Basics Market Share, 8/16 USA

0%

5%

10%

15%

20%

25%

30%

35%

Onl

ine

Bab

y W

ipes

Mar

ket S

hare

(%)

0%

5%

10%

15%

20%

25%

30%

35%

Onl

ine

Bat

tery

Mar

ket S

hare

(%)

Source: Images: Amazon, 1010 DataNote: Data collected from 9/15-8/16

The  new  customer  journey  

What  about  cookies?  

Why  do  we  need  them?  

…  And  Targe1ng!  

User  Experience  >  Adver1sing  

Apple  believes  that  people  have  a  right  to  privacy  –  Safari  was  the  first  browser  to  block  third-­‐party  cookies  by  default  and  Intelligent  Tracking  PrevenBon  is  a  more  advanced  method  for  protecBng  user  privacy.  

What  about  mobile?  

Death  of  the  cookie?  

Alterna1ves  

Conclusion  

•  A  lot  of  video  is  going  ad-­‐free  (subscrip1on)  •  Crea1vity  in  video  will  be  key  •  There’s  no  one  way  to  transact  with  a  retailer  – Build  cohorts  of  your  consumers  

•  Cookies  are  slowly  disappearing  – Not  all  environments  will  be  measurable  

– Con1nue  to  build  transparent  models  for  measurement