Kickoff keynote presentation for ad:tech San Francisco 2014 on the state of the industry, ad spending trends and consumer technology usage.

1. State of the Industry:
14 Key Facts for 2014
Presented by
Noah Elkin
Executive Editor
@noahelkin
March 26, 2014

2. 1) & 2) Consumers are spending more
time and money online
©2014 eMarketer Inc.

3. 1) & 2) Consumers are spending more
time and money online
5 hours 16 minutes
44% of daily media time
$446B
US B2C ecommerce sales
©2014 eMarketer Inc.
Source: eMarketer, July/Dec 2013Twitter: @noahelkin

4. 3) Marketers are spending more money than ever to
reach them

5. $50B
3) Marketers are spending more money than ever to
reach them
©2014 eMarketer Inc.
Total spending on US
digital advertising
Source: eMarketer, March 2014Twitter: @noahelkin

6. 4) That spending is highly concentrated among a
handful of companies

7. 66%
4) That spending is highly concentrated among a
handful of companies
©2014 eMarketer Inc.
Source: eMarketer, March 2014Twitter: @noahelkin

8. 5) We are more social than ever

9. Social will account for more than
13% of total digital ad spending
$7B
5) We are more social than ever
©2014 eMarketer Inc.
Source: eMarketer, March 2014Twitter: @noahelkin

10. 6) More of us are going native

11. 6) More of us are going native
73%
©2014 eMarketer Inc.
Source: OPA/Radar Research, June 2013
Share of US publishers offering
native advertising on their sites
Twitter: @noahelkin

12. 7) We are increasingly automated

13. 7) We are increasingly automated
64%
©2014 eMarketer Inc.
Source: MAGNA GLOBAL, Oct 2013
Share of US digital display advertising that
could be purchased programmatically
Twitter: @noahelkin

14. 8) And we have a growing need for speed

15. 8) And we have a growing need for speed
22%
©2014 eMarketer Inc.
Source: eMarketer, March 2014
Share of US digital display ads that
will be purchased in real time
Twitter: @noahelkin

16. 9) & 10) We are on the right track in terms of attribution
and measurement

17. 64%: Marketers using last-touch and/or
first-touch metrics
9) & 10) We are on the right track in terms of attribution
and measurement

18. 64%: Marketers using last-touch and/or
first-touch metrics
18%: Marketers using cross-channel
attribution strategies
9) & 10) We are on the right track in terms of attribution
and measurement
©2014 eMarketer Inc.
Source: The CMO Club/Visual IQ, Jan 2014; IgnitionOne, Nov 2013Twitter: @noahelkin

19. 11) Time keeps on slipping ... onto our phones

20. 488%
11) Time keeps on slipping ... onto our phones
©2014 eMarketer Inc.
Source: eMarketer, July 2013
Growth in daily time spent
with mobile 2010-2013
Twitter: @noahelkin

21. 12) Ad spending is undergoing a massive secular shift

22. $18B
12) Ad spending is undergoing a massive secular shift
©2014 eMarketer Inc.
Total spending on US
mobile advertising
Source: eMarketer, March 2014Twitter: @noahelkin

23. 13) The path to success involves building
a piece of the puzzle

24. $19B
13) The path to success involves building
a piece of the puzzle
©2014 eMarketer Inc.
Amount Facebook paid
for WhatsApp, Feb 2014
Twitter: @noahelkin

25. 14) Prepare for two key inflection points

26. 2016: Mobile ad spending overtakes the
desktop
14) Prepare for two key inflection points

27. 2016: Mobile ad spending overtakes the
desktop
2018: Digital ad spending overtakes TV
14) Prepare for two key inflection points
©2014 eMarketer Inc.
Source: eMarketer, March 2014Twitter: @noahelkin

29. The State of the
Industry Is:
©2014 eMarketer Inc.
Stronger

30. The State of the
Industry Is:
©2014 eMarketer Inc.
Faster

31. The State of the
Industry Is:
©2014 eMarketer Inc.
More Mobile

32. Thank you
Noah Elkin
Twitter: @noahelkin
Email: nelkin@emarketer.com