Today.Today.

"Half the money I spend on"Half the money I spend onadvertising is wasted.advertising is wasted.Trouble is I don't knowTrouble is I don't know

which half."which half."

John Wannamaker

A story aboutA story aboutthe future.the future.

Today:Era of Clicks and Swipes.

Already today:Already today:

Mobile is so captivatingMobile is so captivating

60% 60% of youth would give upof youth would give up

TV first. TV first.

Global Mobile Landscape Report 2015

Today:Today:Global MarketingGlobal Marketing

marketplacemarketplace1 Trillion1 Trillion

US$US$

MarTech & The Decade of the CMO Report 2015

Today: Today: Global Ad SpendGlobal Ad Spend

$500 Billion $500 Billion

MarTech & The Decade of the CMO Report 2015

Today:Today:1% of $1 Trillion1% of $1 Trillion

Marketing Marketing Technology.Technology.

MarTech & The Decade of the CMO Report 2015

The Future.The Future.

An Era of Gestures.An Era of Gestures.

Glass, Skin, andGlass, Skin, andWalls.Walls.

World of Sensors.World of Sensors.

50.1 Billion50.1 BillionConnected:Connected:

DevicesDevices2020.2020.

"The best advertising"The best advertisingisn't advertising."isn't advertising."

The Future ofThe Future ofCommunications.Communications.

Really good!Really good!

Next 5 years: 80% of all media consumed digitally.

Digital Futures Report 2015

Far greaterFar greater

at scale,at scale,in real-time.in real-time.

Consumer insightConsumer insight

Half of all mediaHalf of all mediaconsumed will be onconsumed will be on

Wearables & Mobile.Wearables & Mobile.

Gartner Report 2014

MarketingMarketingTechnology.Technology.

MarTech & The Decade of the CMO Report 2015

10x10x

No one will click onNo one will click onads (or on anything)ads (or on anything)

anymore.anymore.

Hire an agency.Hire an agency.Launch a campaign.Launch a campaign.

Repeat. Repeat.Repeat. Repeat.Repeat.Repeat.Repeat.Repeat.

"The traditional agency"The traditional agencyis fundamentally brokenis fundamentally broken

when we canwhen we cancrowdsource 20 ideascrowdsource 20 ideas

instead of one."instead of one."

Guy Longworth, Sony PlayStation, CMO

RIP.RIP.

Bye bye, interruption.Bye bye, interruption.

Already today:Already today:

9 of 10 consumers9 of 10 consumerswant brands to makewant brands to make

ads that feel likeads that feel like stories.stories.

Storytelling.Storytelling.Going beyondGoing beyond

self-congratulations.self-congratulations.

More thanMore than gimmicksgimmicksto sell more crap.to sell more crap.

To sell more, To sell more, stop selling.stop selling.

Please?

The Future.The Future.

RetentionReferralAcquisition

Intention

Consideration

Awareness

Relevance

Same, same,Same, same,but different.but different.

People don't readPeople don't readads. They read whatads. They read whatinterests them, andinterests them, and

sometimes it's an ad.sometimes it's an ad.Howard Gossage

Deep insights.Deep insights.

Single view of theSingle view of thecustomer.customer.

Non-linear mediaNon-linear mediaconsumption.consumption.

Linear content.Linear content.

, not ads. , not ads.StoriesStories

Every company hasEvery company hasstories to tell.stories to tell.

PurposefulPurposeful ValuableValuable

Brand DNABrand DNA

The future:The future: 3 types of 3 types ofcommunicationscommunications

"Storytelling is about relationship"Storytelling is about relationship——

Describing the world of your audienceDescribing the world of your audience What they care about What they care about

Where they are trying to get in life.” Where they are trying to get in life.”

Michael Margolis, CEO

Culture of theCulture of thebrand. brand. O2OO2O

ValuableValuable

Brand DNABrand DNA

Unbranded,Unbranded,curated storytelling.curated storytelling.

89% of marketers89% of marketersagree thatagree that

3rd-party content is3rd-party content ismore credible.more credible.

Go deeper.Go deeper.

Aggregate data across channelsand devices in real-time

to gain a single view of eachcustomer.

Build models thatpredict customer preferences,

at scale, cost- effectively,in real-time.

MassMasspersonalization.personalization.

MassPersonalization

Personalize every brandexperience with a unified

customer profile.

Market to the few.Market to the few.

AudienceTargeting

In mobile gamesIn mobile games60% of revenues60% of revenues

from 0.23% offrom 0.23% ofplayers.players.

The Swrve Monetization Report 2015

artificialartificialintelligenceintelligence

learn buy

optimize

create

plan

storystorysciencescience

Communications, at scale

CreateCreate authentic stories at scale, authentic stories at scale,in many formats.in many formats.

Distribute across fragmentedDistribute across fragmentedchannels.channels.

Identify and work withIdentify and work withadvocates.advocates.

Content MarketingAt Scale

Inform and inspireInform and inspirein the same message. in the same message.

Make It CountMake It Count Brand DNABrand DNA

As a brand,As a brand,become become media.media.

Surfacerelevant content

across all touchpointsat optimal times.

Use LocationUse Locationto increase the relevance ofto increase the relevance of

content to the consumer.content to the consumer.

Right message, time, place.

“The launch of Journey isan opportunity to shift the way we

communicate online.”Signaling ambitions to move to multimedia and curated content.

Help a Child reach 5Help a Child reach 5PurposefulPurposeful

Make it impossibleMake it impossiblenot to share.not to share.

#Creativity #NotDistribution

What’s the first thing aWhat’s the first thing achild says when shechild says when she

learns to talk?learns to talk?

"Tell me a story." "Tell me a story."

In the future, In the future,

if all else fails...if all else fails...

Thanks.Thanks.Zaheer NooruddinZaheer Nooruddin

Head of Digital Innovation, Asia

@DIGIBLE