How technology empowers the marketing - an advertiser point of view presented by Laurent Deramaix Microsoft Advertising

2. We
Connect People to Brands
through creativity and technology
on a global scale

9. “By 2017 the CMO will Spend More on IT
Than the CIO”
(Gartner, 2012)

10. How We Move Forward

11. Levels of research / purchased online
95% Researched for products and services online
86% Purchased products and services online
79% Researched products and services online and bought
offline

12. Weekly Media Consumption
2010 vs 2012 -2 -3 -13
+12 -12
EU 10
95% 96%
87%
78% 76% 81%
66% 65% 65%
57%
TV Radio Internet Newspapers Magazines
Weekly Media Use - %/ percent point

13. Total hours spent per week using each media
2010 vs 2012 -1.6 -0.4 -0.2
+0.6 -0.7
15,6 16,4
15 14,1 13,6
12,4 EU 10
4,6 4,5 3,9 3,8
Radio TV Internet Newspapers Magazines
Hours spent per media

14. Connectivity
Broadband Penetration - % Wireless Penetration - %
Belgium 87% +2 Belgium 67% +11
EU 85% EU 56%

15. Online daily by Device
2010
Comput
er
73%
58
%
Tablet 59%
Mobile 49%
24
%
Games
Console
14%

16. 11% of shopping is
done online.

19. Who will connect the ecosystems?

20. SOCIAL CLOUD
You Centric
Everyone’s a
Storyteller MOBILE
The New Face of
Fun
The Presumer A Contextual
generation World CONNEC-
DEVICES BIG DATA TIVITY

21. Research Transfer Connected Commute Down time
Use of a device Start task on Use of multiple Use of a device Use of a device
for deep one device and devices in when to relax, unwind,
research and continue that primary and transitioning to kill time, be
transactions task on another secondary roles. some place entertained, and
one temporary stay informed

31. Changing Behavior with Tablets
Impact of New Tablet Purchase on Media
Purchased a Tablet in Past 6 months (Q4 2011 n=1,297)
TV
Printed
Books
Printed
Newspaper
Using more frequently than before
Using less frequently than before
Same as before Do not use it anymore

33. And are
Getting
Bigger

34. Worldwide WE
Windows 7 Android iOS Mac
Units Since Launch of Windows 7 as of March 2012, IDC Microsoft Confidential

36. What Do Consumers Want?
Media Social Search & Local Productivity
A No
Compromise
Across Life, Play, and Work
Experience
Gaming Stores Mobile Apps & HTML 5

39. Add Win 8 AiA Sizzle Reel