TV as we used to know is on its way out. And consumers are increasing the time they spend with newer forms of media -- time they used to spend watching linear television. By 2020, we believe that 80% of media will be consumed digitally. Learn what this giant shift means for marketers and the future of the TV spot in this new presentation from Foundation Capital General Partner Ashu Garg. And learn more about MarTech and the Decade of the CMO at https://foundationcapital.com/decadeofthecmo.

1. WhyDigital
MarketingIsNow
MarketingInA
DigitalWorld
By Ashu Garg
General Partner, Foundation Capital
foundationcapital.com
By Ashu Garg
General Partner, Foundation Capital
foundationcapital.com

2. to Infinite Media Choices
FromFew
MediaVoices

3. Twenty years ago, Alex’s
parents confined their media
consumption to watching TV,
reading a newspaper, and
listening to the radio.

4. But Alex’s world
revolves around her
mobile devices.
She streams videos through
Netflix, discovers what’s new
on Twitter, shares “stuff” on
Snapchat, and listens to music
on Pandora.

5. TV as we used to know is on its way out.

6. TV as we used to know is on its way out.
Consumers are increasing the time they
spend with newer forms of media –
time they used to spend watching
linear television.

7. We believe that by 2020, more than
80% of media will be consumed digitally.

8. We believe that by 2020, more than
80% of media will be consumed digitally.
We predict that consumers will spend
more than 50% of their time consuming
media (or 360+ minutes per day)
on their mobile devices.

9. What does this mean for marketers?

10. What does this mean for marketers?
While video is still the killer brand
builder, the 30 second spot is dead.

11. While video is still the killer brand
builder, the 30 second spot is dead.
What does this mean for marketers?
Marketing today has to be mobile first
and channel agnostic.

12. (hours)
2
3
4
5
6
2010 2011 2012 2013 2014
Today, Linear TV is on its way out
and being replaced by digital
Digital
Linear TV
Today,
LinearTVisonits
wayout andbeing
replacedbydigital
Source: eMarketer, 2014

13. (hours)
0
2
4
6
8
2010 2015 2020
By 2020, time spent on mobile alone will be
greater than linear TV (projections to 2020)
Mobile
Linear TV
By2020,
timespentonmobile
alonewillbegreater
thanlinearTV
(projectionsto2020)
Source: eMarketer, 2014

14. 60% ofpeopleuseat
least2devices
perday
Source: GfK, 2013; US; n=~2000

15. 25%
Source: GfK, 2013; US; n=~2000
use3ormore
perday!

16. 72%
Young
people
ages 13-24
Source: “Coming of Age on Screens,” by Crowd DNA (study commissioned by Facebook).
Survey of 11,165 people online, age 13-24, across 13 markets, April-May 2014.
ofyoungpeoplesay
theycan’tleavetheir
housewithouttheir
mobilephone

17. Source: “Coming of Age on Screens,” by Crowd DNA (study commissioned by Facebook).
Survey of 11,165 people online, age 13-24, across 13 markets, April-May 2014.
Young
people
ages 13-24
Mobileissocaptivating
thatamajority(60%)of
youngpeoplearoundthe
worldwouldrathergiveup
TVthantheirmobiles.

18. Theseshiftsareusheringin
aneweraofmarketingin
adigitalworld...

19. ...andwillopenupatenfold
opportunityfortechnology
toremakemarketingasa
technicaldisciple.

20. The decade of
the CMO is here.

21. foundationcapital.com/decadeofthecmo
Read the whitepaper now