1. Digital Communications Revolution
Drew Spencer
Chief Strategy Officer
Euro RSCG Riley
21 October 2009

2. First... a look
back

3. “The best way to predict the future is to invent it.” - Alan Kay

4. In 2000...
“iPod” did not refer to a music player
youtube was nonsense
Wikipedia was brand new
Facebook hadn’t even been dreamt of yet
Source: Google Blog

5. In 2009/2010...
The internet will overtake TV as Europe’s most consumed form of media
(Microsoft)
Facebook garners 4% of all time spent online in Europe (#1 or #2 in
14/17 European countries)
Mobile devices will become a major component of the internet
Consumer products will have all kinds of sensors in them
Devices will be able to discover and communicate with other devices
Source: IAB UK

6. What we will discuss...
Relevance
Analysis
Search
Video
Social media
Mobile

7. It’s all about
relevance

8. But we can’t afford to do that!
Source: IAB UK

9. According to the IAB
★ Online advertising is the only medium showing
growth in 2008
% Share of 2008 Revenues
★ Online’s share of the advertising market is
Classified
19.2% (up nearly 4 points from 2007’s share 21.4%
of 15.5%)
★ Online’s share of market is ahead of Press
Display Paid for Search
59.3%
★ All online formats are experiencing growth
★ Display +7.7%
★ Classified +22.2% Display
19.0%
★ Paid for Search +22.7% Email
0.3%
★ Ad Networks accounted for 44% of display
revenues
★ Recruitment leads the market (23.8%)
★ 20% of all advertising budgets are spent
online
Source: IAB UK 2008 AdSpend Report

10. You have to spend (wisely) online
Do you have a clear definition of your target audience?
Have you developed a hierarchy of targeting importance, based on your
objectives and research learning?
Have you used pre-testing to understand the likely variations in creative
response so that executions can be placed accordingly?
Are you comprehensively monitoring performance of your targeting to
understand cost effectiveness?
Are you feeding learnings back into future planning and buying decisions?

11. On the web you can tell...
Age
Gender
Geography
Technography
Interests
Values
Behaviours
Context

12. Contextual
Where you are more
concerned about the
mindset of the Web
user than with the
particular site that
you’re on.

13. Behavioural
The practice of delivering
ads in response to user’s
activity.
Spend in ’09
£1.1 Billion
Source: Eyeblaster.com

14. It’s all about
analysis

16. Analysis is the key
Source: YouTube

17. Analysis is key
Creative messages
Advertising format and size
Level of interaction
Media
Time of day
Type of interaction

18. Social Media

19. The social web
Puts the small things that make a relationship back in your life.

20. The social web
The web will become as effortlessly social as chatting with your family
or roomates at home is today...

21. The social web
People that care about you (and that you allow) will be able to just tune
into the parts that interest them...

22. Social gaming

23. Personalisation

24. Personalisation

25. Search

26. The future of search...
Wearable devices that listen to your
conversation and perform searches
in the background
Voice and natural language search
Words not necessary
Location-based searching
Source: Google Blog

27. Search is learning...
Where you are located
What you already know
What you learned earlier today
Your preferences
What device you are using
Who your friends are and how you relate to them
What language you speak
Source: Google Blog

28. Video

29. Online video
YouTube rumoured to be the 3rd largest search engine
13 hours of video uploaded to YouTube every minute and growing
exponentially
Available on any screen
Online video will be the most ubiquitous and accessible form of
communication
The tools for recording video will continue to become smaller and more
affordable
More people will become creators of video
Source: Google Blog

30. Online video
Source: Google Blog

31. Mobile

32. Mobile
3.2 billion mobile subscribers
800 million cars
1.4 billion credit cards
1 billion applications downloaded from iTunes
Twitter grew 1,382% year-on-year (Feb ’08 - Feb ’09)
“The mobile phone may be the most prolific consumer product ever
invented” (Google Blog)
Source: Google Blog/IAB/Yahoo.com

33. The power of mobile
10 times more powerful than a PC of 8-9 years ago
It has: clock, power sensor, thermometer, light meter, location sensor,
accelerometer, compass
It’s always with you, always on and always connected
Well integrated with social networks:
Average UK mobile internet user spends 19 minutes per day on
Facebook, and 9 minutes on BBC
Source: Google Blog, Mobile Marketing
Association

34. The power of mobile
UK Population: 60 million people
48 million own mobile phones
70 million active mobile connections (active = last 90 days)
More households in UK with a mobile phone and no land-line than the
other way around (since 2006)
Less than 1/3 of mobile subscribers regularly use the mobile internet, and
they average only one page per day... but this is growing at a clip of 9%
month-on-month
1 billion pages viewed per month (October 2007)
5 billion pages will be viewed per month by end of 2008
The average smartphone user spends an average of 2.5 hours browsing
the web in the UK (4.75 hours in US)
Source: IAB

35. The benefits of mobile
Extremely personal - only used by one person
Always with the user - target people in ways that no other device can
Always on - allow people to access your messages anytime
Highly interactive - camera, SMS, music player, web browser, video
games... all in one device
Unparalleled reach - 90% of the UK population owns at least one handset
Source: IAB UK

36. Twitter
Source: Vimeo.com / Twitter Blog

37. Twitter

38. Mobile social networks

39. The power of mobile

40. Augmented reality

41. Mobile predictions
1. Alerts get smarter
Monitoring your behaviour and preferences will deliver only the
information that you most need in the moment. So, your phone knows
that you are running late for your dinner appointment, suggests
alternative transportation and offers to notify the restaurant that you are
late.
2. Augmented Reality
Your phone senses that you are standing outside the Cinema, remembers
that you looked at a trailer for the new Star Trek movie and tells you the
next available showing, prices and a restaurant nearby.
Source: Google Blog

42. Mobile predictions
3. Crowd Sourcing goes Mainstream
Everyone in the world is sharing their experiences in real-time. This
content is archived, sorted and redeployed in new and interesting ways.
The web shows you interesting sites in your vicinity, and reviews and
pictures that have been uploaded of nearby attractions. Then sends you
directions.
4. Sensors everywhere
Weather information is updated more frequently. Traffic data is more
accurate.
Source: Google Blog

43. Mobile predictions
4. Tool for deployment
Fishermen use text to find the best market for their daily catch. Farmers
get to the minute updates on the movements of swine flu.
5. Futureproofing
Opening up operating systems (like on the Web) means that developers
can create or improve applications and content, and updates are
automatically downloaded to your phone
6. Safer software
Your phone will provide tools and information to empower you to decide
what to download, what to see and what to share
Source: Google Blog

44. Conclusions

45. Where is it all going?
1. Online advertising is growing, even in the midst of this recession... this is
due to the ability to analyse, refine and target your campaign to be more
effective... and more creative
2. Social media has put us back in touch with the little things that connect
us to people and products that we allow into our lives and video has added
sight, sound and motion to the way we communicate... permanently
3. People expect communication to be more relevant to them, and more
personally relevant to their demographic profile, behaviour and attitude and
even to their location, device and preferences... and instant
4. The need for information, which drives innovation in Search, has
expanded well beyond keywords and the “10-blue links” and will soon
present no barriers to the “ambient findability” of information
5. It’s at the touch of a button that is always on, always connected and fits
in your pocket

46. Things to do tomorrow...
1. Ask for statistics on the performance of your advertising
2. Search for your brand on YouTube, Facebook and Twitter and see who you’re connected to
and what you can learn about them
3. Acquire some website traffic stats and see what computers (or phones) people are using to
access your site
4. Make and publish some video content
5. Commit more time to the planning stages of your advertising
6. Look at what percent of your advertising spend is online, and what the split is within that
spend (are you spending enough on Search?)
7. Find out what search phrases lead people to your website
8. Analyse your content against different devices, locations and needs
9. Record and publish some audio content
10. Tag and track everything! Learn from it!
11. Get a smartphone
12. Visit my Cafe on CafeWorld

47. Be findable,
relevant and
engaging

48. Questions?
Drew Spencer
Chief Strategy Officer
drew.spencer@eurorscg-riley.co.uk
www.eurorscg-riley.co.uk