What’s keeping you up at night? Worries about ad blocking? Cord cutters? Mobile-only consumers? We address those and many questions in a thought-provoking discussion about the things we expect to happen—and the things we don’t expect to happen—in 2016. The webinar also looks at: The future of mobile payments; Shifting patterns of video consumption; The emergence of messaging apps as a marketing platform; The digital tastes of millennials and centennials

1. © 2015 eMarketer Inc.
Digital Trends 2016:
What Will Happen–and Won’t Happen–in the Year Ahead
December 10, 2015
Ezra Palmer
Content Chief, eMarketer
Made possible by

2. © 2015 eMarketer Inc.
The sixth edition of our annual predictions for
key trends in the digital marketplace
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3. © 2015 eMarketer Inc.
Five Things That WILL Happen
in 2016

4. © 2015 eMarketer Inc.
#1: The voice of
the consumer
will be heard
We’re talking about consumers’
actual voices.
#eMwebinar

5. © 2015 eMarketer Inc.
Search and
native social
pages will
drive voice
activity growth
Volume from
search will rise
more than 15%,
and the volume
from social will
nearly double
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6. © 2015 eMarketer Inc.
Are inbound voice calls really the wave of the
future?
Cathy Boyle, senior analyst, mobile
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7. © 2015 eMarketer Inc.
#2: Mobile
payments will
take off
In 2016, the divide between digital
and physical commerce will be
bridged further.
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8. © 2015 eMarketer Inc.
Growth of US Proximity Mobile Payment Users
2014 2015 2016 2017 2018 2019
37.5 million
users
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9. © 2015 eMarketer Inc.
Growth of Mobile Payment Transaction Value
2014 2015 2016 2017 2018 2019
$27.05
billion
$210.45
billion
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10. © 2015 eMarketer Inc.
How common will mobile payments become in
2016?
Bryan Yeager, senior analyst, emerging
platforms and mobile payments
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11. © 2015 eMarketer Inc.
#3: Consumers
will be free
with their data
Millennials and centennials
especially.
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12. © 2015 eMarketer Inc.
People say
they value
privacy, but
they are quick
to give up
personal data
in return for
value
#eMwebinar

13. © 2015 eMarketer Inc.
#4: Facebook
will become
nearly entirely
mobile
More than three-quarters of
Q3 2015 ad revenue was mobile.
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14. © 2015 eMarketer Inc.
% of WW Facebook Users Who Are Mobile-Only
2014 2015
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34%
47%

15. © 2015 eMarketer Inc.
Is mobile-only Facebooking a US phenomenon?
Debra Aho Williamson, principal analyst, social
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16. © 2015 eMarketer Inc.
#5: Mobile
commerce will
move down the
funnel
Mcommerce will make up 25%
of US ecommerce sales in 2016.
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17. © 2015 eMarketer Inc.
How the big players are goosing mobile
commerce:
 Screen Size
– Bigger smartphone screens mean bigger mcommerce sales.
 Mobile Payments
– Android Pay and Apple Pay simplify in-app purchases.
 Buy Buttons
– Buy buttons could make social commerce more of a reality.
 Mobile Search
– Consumers often start mobile product searches on Amazon’s app.
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18. © 2015 eMarketer Inc.
Are mobile payments a big driver for mobile
commerce?
Bryan Yeager, senior analyst,
emerging platforms and mobile payments
#eMwebinar

19. © 2015 eMarketer Inc.
#6: Marketers
will join the
conversation
(The conversation
in messaging apps, that is.)
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20. © 2015 eMarketer Inc.
WhatsApp and Facebook Messenger are on the
way to having 1 billion MAUs worldwide
 Facebook is the
big player in the
US
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21. © 2015 eMarketer Inc.
How can marketers have a voice in one-to-one
communications?
Cathy Boyle, senior analyst, mobile
#eMwebinar

22. © 2015 eMarketer Inc.
… We interrupt this
trend report to talk
about ad blocking …

23. © 2015 eMarketer Inc.
Ad blocking
won’t get
solved in 2016
The problems of ad blocking and
ad avoidance will persist.
#eMwebinar

24. © 2015 eMarketer Inc.
The good
news is that
ad blocking is
less common
in the US than
elsewhere
For desktops,
anyway …
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25. © 2015 eMarketer Inc.
Will native advertising soar because of ad
blocking?
Lauren Fisher, senior analyst, ad tech
#eMwebinar

26. © 2015 eMarketer Inc.
Four More Things
That WON’T Happen in 2016

27. © 2015 eMarketer Inc.
#1: Like ad
blocking,
viewability
won’t get
solved, either
Disagreements will continue.
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28. © 2015 eMarketer Inc.
There’s just
not a lot of
agreement
about
viewability
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29. © 2015 eMarketer Inc.
How important is it to solve viewability?
Lauren Fisher, senior analyst, ad tech
#eMwebinar

30. © 2015 eMarketer Inc.
#2: Facebook
won’t kill
YouTube
Different platforms, different
solutions for marketers.
#eMwebinar

31. © 2015 eMarketer Inc.
Is Facebook cannibalizing YouTube?
Debra Aho Williamson, principal analyst, social
#eMwebinar

32. © 2015 eMarketer Inc.
#3: Young
people won’t
abandon
Facebook in
droves
Sorry, President Obama.
#eMwebinar

33. © 2015 eMarketer Inc.
More than 60% of
recent high school
graduates check
Facebook at least
once a day
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34. © 2015 eMarketer Inc.
How many young people will use Facebook in the
future?
Debra Aho Williamson, principal analyst, social
#eMwebinar

35. © 2015 eMarketer Inc.
#4: Digital ad
spending won’t
surpass TV ad
spending
Not in 2016, anyway.
#eMwebinar

36. © 2015 eMarketer Inc.
TV will remain
the largest
channel for
US ad
spending in
2016
#eMwebinar

37. © 2015 eMarketer Inc.
Will digital and TV work together? How?
Lauren Fisher, senior analyst, ad tech
#eMwebinar

38. Marketo Overview
Anastasia Pavlova
Sr. Director, Marketing, Marketo

39. Marketo Company Overview
#1 engagement marketing software
platform
• Fastest growing marketing technology company
• Customer system of record, 1B leads,
220B+ activities
Top rated by Analysts including Gartner,
SiriusDecisions and Forrester
Marketing First
• Help marketers master the art and science of
digital marketing
4100+ customers across
20+ industries in 36 countries

40. The Engagement Marketing Platform
Engage people in a meaningful, lifelong
and personalized way across channels
Measure and maximize impact of
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Generate awareness and ensure potential
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Manage, coordinate and plan
the marketing activities across
your teams
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• Marketing calendar
• Web / Mobile Personalization
• SEO
• Social Marketing
• Ad Bridge Retargeting
• Revenue Cycle Analytics
• Marketing Automation
• Web / Mobile Personalization
• Social Marketing
• Multi-Channel Nurture

41. What Makes Marketo Unique
Partner Ecosystem
Most complete
ecosystem
400+ LaunchPoint
partners
1 new solution
integrated per day
Community of
Peers
Over 50,000 engaged
users
User groups in 50 cities
globally
Sharing best practices
know-how
Marketing
First
100% focus on
Marketers
Most innovative
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For beginners and
advanced users
1

42. Marketing First

43. © 2015 eMarketer Inc.
Learn more about digital marketing with an
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Ezra Palmer
Digital Trends 2016:
What Will Happen–and Won’t
Happen–in the Year Ahead
 Social Advertising Effectiveness Scorecard: Industry Execs Grade
the Leading Platforms
 Mobile Messaging Apps: Global User Forecast, Leaderboard and
Outlook on Monetization
 Cross-Device Targeting: First-Party Data, TV and Privacy Are Big
Factors for 2016
 US Mobile Payments Forecast: Driven by User Growth and Broader
Acceptance, Transaction Value Will Triple in 2016