Delivered at the Chute's Visual Revolution Summit on 12/5/13.

1. IAN SCHAFER (@ISCHAFER)
FOUNDER, CEO @
LIVING IN REAL-TIME
DECEMBER 5, 2013
NYC

2. IAN SCHAFER (@ISCHAFER)
FOUNDER, CEO @
LIVING IN REAL-TIME
DECEMBER 5, 2013
NYC

3. R E A L - T I M E L I V E S AT T H E
INTERSECTION OF MOBILE AND
SOCIAL MEDIA.

4. 2009

5. 2009
THE YEAR OF MOBILE!

6. 2010

7. 2010
THE YEAR OF MOBILE!

8. 2011

9. 2011
THE YEAR OF MOBILE!

10. 2012

11. 2012
THE YEAR OF MOBILE!

12. 2013

13. 2013
THE YEAR OF MOBILE?

14. I S I T F I N A L LY T H E Y E A R O F M O B I L E ?
S H A R E O F T I M E S P E N T P E R D AY W I T H
M E D I A B Y U S A D U LT S
DESKTOP + LAPTOP
MOBILE (NON-VOICE)
24%
18%
12%
6%
0%
2010
2011
2012
2013
S O U R C E : E M A R K E T E R , J U LY 2 0 1 3

15. I S I T F I N A L LY T H E Y E A R O F M O B I L E ?
S H A R E O F A V E R A G E T I M E S P E N T P E R D AY O N
S O C I A L N E T W O R K I N G B Y U S A D U LT S B Y D E V I C E
DESKTOP + LAPTOP
SMARTPHONE
30%
22.5%
15%
7.5%
0%
2010
2011
2012
2013
S O U R C E : E M A R K E T E R , J U LY 2 0 1 3

16. U.S.$Consumer$Media$Consump2on$Share$
US CONSUMER MEDIA CONSUMPTION SHARE
50%$
45%$
45%$
44%$
43%$
42%$
40%$
38%$
M O B I L E I S T H E O N LY M E D I A
T I M E T H AT I S G R O W I N G .
35%$
30%$
26%$26%$26%$
25%$
25%$
20%$
20%$
20%$
17%$
16%$
15%$
14%$
15%$
12%$
10%$
12%$
9%$
8%$
7%$
7%$
6%$
4%$
5%$
8%$
9%$
7%$
5%$ 5%$
6%$
4%$
0%$
TV$
Online$
Radio$
2009$
Source:(eMarketer,(August(2013(
2010$
Print$
2011$
2012$
Other$
2013$
Mobile$

17. 2013

18. 2013
THE YEAR OF MOBILE!

19. N O T S O F A S T.

20. N O T S O F A S T.

21. N O T S O F A S T.
MOBILE AD CLICKS WORLDWIDE
( % O F T O TA L )
USELESS
40%
REGULAR
60%
USELESS
A C C I D E N TA L C L I C K S
22%
BOTNETS & FRAUD
18%
SOURCE: TRADEMOB, 2012

22. Vertical
V E R T I C A L I S T H E N E W H O R I Z O N TA L
is the new horizontal.

23. IT’S NOT THE OTHER BRANDS
IN YOUR CATEGORY YOU
N E E D T O W O R R Y A B O U T.
THIS IS YOUR
REAL
COMPETITION

24. IT’S NOT THE OTHER BRANDS
IN YOUR CATEGORY YOU
N E E D T O W O R R Y A B O U T.
THIS IS YOUR
REAL
COMPETITION

25. IT’S NOT THE OTHER BRANDS
IN YOUR CATEGORY YOU
N E E D T O W O R R Y A B O U T.
THIS IS YOUR
REAL
COMPETITION

26. IT’S NOT THE OTHER BRANDS
IN YOUR CATEGORY YOU
N E E D T O W O R R Y A B O U T.
THIS IS YOUR
REAL
COMPETITION

27. IT’S NOT THE OTHER BRANDS
IN YOUR CATEGORY YOU
N E E D T O W O R R Y A B O U T.
THIS IS YOUR
REAL
COMPETITION

28. WHY ARE WE STILL TRYING TO INTERRUPT MEDIA
WITH ADS, WHEN MEDIA IS BECOMING LIFE?

29. WHY ARE WE STILL TRYING TO INTERRUPT MEDIA
WITH ADS, WHEN MEDIA IS BECOMING LIFE?
“Institutions tend to preserve the problems that
they are the solution for.”
– C L AY S H I R K Y

30. THE CONTEXT OF THE CONSUMER IS
BECOMING EVERYTHING.
“We unconsciously and instinctively
make work to fit preexisting formats.”
– D AV I D B Y R N E , “ H O W M U S I C W O R K S ”

35. s the new horizontal.

36. s the new horizontal.

37. s the new horizontal.

38. s the new horizontal.

39. s the new horizontal.

40. LIVING IN REAL-TIME MEANS
FEEDING THE FEED

41. YOUR MISSION:
STOP THE
THUMB

42. TRADITIONAL MEDIA
SOCIAL & MOBILE MEDIA
M E D I A AT
PEOPLE
MEDIA BETWEEN
PEOPLE

43. TRADITIONAL MEDIA
SOCIAL & MOBILE MEDIA
ADS MADE FOR
PERSUASION
CONTENT MADE
FOR SHARING

44. TRADITIONAL MEDIA
SOCIAL & MOBILE MEDIA
ADS MADE TO
F I T O N A PA G E
CONTENT MADE
TO FIT INTO LIVES

45. A WEIRD ANALOGY ABOUT
H AV I N G T H E R I G H T C O N T E N T M I X

46. A WEIRD ANALOGY ABOUT
H AV I N G T H E R I G H T C O N T E N T M I X
The brand’s greatest
(heaviest) work.

47. A WEIRD ANALOGY ABOUT
H AV I N G T H E R I G H T C O N T E N T M I X
The brand’s greatest
(heaviest) work.
The brand’s latest
(lightest) twerk.
AND

48. A WEIRD ANALOGY ABOUT
H AV I N G T H E R I G H T C O N T E N T M I X
The brand’s greatest
(heaviest) work.
The brand’s latest
(lightest) twerk.
AND

49. An always-on made-for-social
dedicated creative & production team
that uses an editorial model
fueled by intelligence
to create a high volume
& steady stream of lightweight, real-time
content, optimized for sharing;
building brand equity
over time at a relatively low cost.

63. 4.7x ROAS

64. LIVING IN REAL-TIME MEANS
B E I N G A L W AY S - O N

65. T H E A LW A Y S - O N B R A N D

66. T H E A LW A Y S - O N B R A N D
MORE.
FA S T E R .
ADAPTS TO ITS
SURROUNDINGS.

74. 46k
23k
52k
48k
31k
62k
29k
99k
95k
102k
62k
95k
42k
27k
25k
LEADING CAR
RENTAL BRAND
LEADING AUTO
BRAND
LEADING CPG (1)
BRAND
LEADING CPG (2)
BRAND

75. COMPETITIVE RANKING

76. COMPETITIVE RANKING
90TH PERCENTILE
North American Food
and Beverage Category

77. COMPETITIVE RANKING
90TH PERCENTILE
North American Food
and Beverage Category
APRIL: #269

78. COMPETITIVE RANKING
90TH PERCENTILE
North American Food
and Beverage Category
APRIL: #269
OCTOBER:#42

79. REACHING PEOPLE WHO USE SOCIAL MEDIA ON
MOBILE DEVICES MEANS REACHING MORE PEOPLE.
Pinterest content is shared nearly 3x more often
on mobile than desktop.
Twitter’s mobile users are 66% more likely to
retweet.
Facebook posts seen on mobile devices are 39%
more engaging.
S O U R C E : E M A R K E T E R , J U LY 2 0 1 3

80. S O W H AT L E S S O N S C A N B R A N D S
A P P LY T O D AY T O R E A L LY L I V E I N
REAL-TIME?

81. T H E TA K E A W AY
• The feed can be your friend, but it’s filled with their
friends. Compete to be relevant.
• Context is four-dimensional. Adapt to be relevant.
• Becoming an ad should be what happens to a good
piece of content. Spend when you’re most relevant.
• Always be making. Personalize to be relevant.

82. “THANK YOU.”
–IAN SCHAFER
@ISCHAFER