Engagement Fragmentation The state of media today is fragmented. Consumers are bombarded with more marketing messages than ever, while attention spans, multitasking and other human traits are quickly adapting in parallel. Many brands and marketers today prove laggards, continuing to invest in low-impact platforms that yield minimal results, especially in this saturated market. This keynote experience highlights the current state of engagement fragmentation we see today on all channels, digital and physical, and empowers audiences with strategies to cut through this clutter and add personalized value in each interaction to ensure relevance in this rapidly changing landscape. The Proof Points — • The average attention span of consumers today is just eight seconds, less than the standard goldfish. • Today, in the U.S., consumers are exposed to over 5,000 ads per day, a number that continues to increase each year, exponentially. • 95% of digital ad spending continues to funnel through two main companies; Facebook and Google, often leaving other, more effective, opportunities laid to the wayside. • Due to the rise in digital, brands now have an opportunity to reach audiences at any part of the day, creating brand conversations that truly never have to end. • With the power of this always-on reach, a strategic balance must be put into place as consumers are becoming nimble, tuning out the ever-growing, unwanted chatter through evolving technologies such as ad-blockers.

1. Engagement
AccelerationWorking with the consumer shift to new and
emerging forms of media channels and
consumption.

2. A Quick Warning
Presentation previews, like this, are only a small portion of the
overall keynote experience. Some slides may be omitted or seem
to be lacking or bare. That is by design.
Many of the visuals included within are simply meant to spur
thought and further support the intended conversation.
With this said, enjoy! I hope this preview gives a good idea
of the journey I look to bring audiences through and the
inspiration that sparks from a presentation like this.

3. Today
The state of media today is fragmented. Consumers are
bombarded with more marketing messages than ever, while
attention spans, multitasking and other human traits are
quickly adapting in parallel.
Brands today must learn to cut through the clutter and add
true personalized value to ensure relevance in this rapidly
changing landscape.

4. Constant Conversation
Rise in “Digital” leads to new opportunities in brand connections
Consumer Trends & Industry Impact
Fragmentation is driving shifts in behavior and preference, what’s the impact?
Marketers Take Note
There is a messaging revolution upon us
Rise of “Digital”
Acknowledging the constant shift
Our Dedication to the Revolution
A constant focus on the consistent change
Planning for the New Landscape
Engagement planning takes center stage

5. Rise of “Digital”

6. Global TV vs. PC (Desktop + Notebook) vs.
Mobile (Smartphone + Tablet) Shipments, 1999 – 2013
0
300
600
900
1,200
1,500
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
GlobalUnitsShipped(MMs)
TV
PC (Desktop + Notebook)
Mobile (Smartphone + Tablet)
Smartphones
Tablets
4-5x Unit Volume of TV & PC...Just 10 Years Since Inception
Mobile Shipments =
4–5x Unit Volume of TV & PC Just 10 Years After it was Introduced
KPCB / Mary Meeker, 2016

7. Consumer Trends
Rapid channel fragmentation is driving shifts in
consumer behavior and preference.

8. A Changing Consumer
Media is transforming to meet an emerging consumer trait.

9. Multitasking is reducing the average human attention span.
Microsoft attention spans, Spring 2015
12
seconds
2000 2013
8
seconds
9
seconds

10. Advertisers remain
over indexed in
legacy media.

11. Fragmentation.
New tools.
New opportunities.

12. Myth Reality

13. Myth
“Digital” is separate.

14. Reality
The idea of “Digital” is
integrated everywhere.

15. Myth Reality

16. Myth
TV is dying.

17. Myth
Video is dying.

18. Reality
TV is changing.

19. Cable Subscribers, By Service
comScore, 2016 / Leichtman Research Group, 2015
Content Subscription Broadband
Millions
Live TV makes up the
bulk of TV viewing
hours and it’s fueled by
Sports, Special Events
and News content

20. Industry Impact
Resulting movement in consumer behavior and
preference

21. 1 Second = $1.6B

22. =+
Bite-Size Options

23. Rules Get a Face-Lift
The tradition of sport changes to keep fans’ attention.

24. Fan Attendance Declining
The commitment to one game is becoming too much.

25. The ‘Mothership’
is Hurting

26. eSports Domination
There are over 110MM eSports fans globally who regularly watch competitive play.

27. Constant
ConversationRise in “Digital” leads to new opportunities in
brand connections.

28. Today, thanks to the rise in connected devices, “Digital” is a
persistent layer of our daily lives. All media are now digital,
and all experiences can now be digital too.
Brands that take advantage of this new platform growth can
benefit from experiences that never have to end.
Bud Caddell

29. With great power comes
great responsibility …

30. Myth Reality

31. Myth
All impressions
are equal.

32. Reality
The most impactful impression is
one designed for the consumer
and the medium.

33. ~77MM
28% Total Internet Users
~30MM11% Total Internet Users
eMarketer, 2017

34. It Gets More Complicated

36. The New York Times

37. Marketers Take NoteWe are in a messaging revolution to add true value for consumers

38. B2B
B2C
Human 2 Human
- Bryan Kramer, global marketing consultant, speaker, author
“Businesses do not have emotion. People do.
People want to be a part of something bigger than themselves.
People want to feel something.
People want to be included.
People want to understand.”

39. Content to meet the
medium.

40. 29%
of time users
spend viewing a
screen is done on
a vertical screen.
Business Insider, 2016

41. Move from Mass
Distribution to More
Personalized Experiences

42. Your Coffee,
Powered by Amazon
Amazon’s Alexa is now integrated into the Starbucks mobile
app, allowing an even quicker way to get your favorite drink.

43. Planning for the
New Landscape
Engagement planning takes center stage.

44. Myth Reality

45. MythEvery moment is the
right moment to reach
your audience.

46. Reality
Some moments are
better than others.

47. How?
How do we strategically identify the best times
to reach a target audience?

48. In Summary…
•Accept the new standard of engagement
fragmentation.
•Focus on shifts in the consumer to adapt to the
evolving landscape.
•Keep a pulse on channel evolution.
•Guarantee success through strategic
engagement planning.

49. Engagement
AccelerationWorking with the consumer shift to new and
emerging forms of media channels and
consumption.