George Scocca Sportfishing Development Advisor, OutdoorGuide.com Group

“Reaching the Consumer of the Future” - A Digital Publisher's Perspective –

2014 ASA SPORTFISHING SUMMIT

!Online!(47%)!

!TV!(37%)!

!Radio!(11%)!

!Print!(4%)!!Other!(1%)!

0!

1!

2!

3!

4!

5!

6!

2010! 2012! 2014!

Hou

rs S

pent

per

Day

The Rise of Digital Majority Digital Media Use Continues to Climb (time spent per day)

(Source: eMarketer April 22, 2014)

Digital engagement has doubled in the past three years, led by massive growth in mobile usage, but desktop has not declined

© comScore, Inc. Proprietary

The Brave New Digital World: Adoption of Smartphones & Tablets is dramatically changing the digital media landscape

© comScore, Inc. Proprietary

Marketers Are Following the Market Online ad spend is growing 4x faster than TV, newspapers, magazines, radio – equivalent to almost 60% of all TV

Source: IAB, comScore & Kantar Media

Digital Media and Social Media Use Among Anglers

Continues Rapid Growth vs. Traditional Media

Source: Southwick Associates Quarterly Angler Media Usage Reports

Mobile & Digital Media is Popular Among Outdoor Recreation Participants

Use of Mobile Technologies While Participating in Outdoor Recreation

Source: “2014 Special Report On Fishing”, Recreational Boating and Fishing Foundation/Outdoor Foundation

Source: “2014 Special Report On Fishing”, Recreational Boating and Fishing Foundation/Outdoor Foundation

Imagine today’s mobile-enabled, social anglers

in 5, 10, and 20 years Demographics Fishing Participants, Age 6+

= 30-49

= 23-29 = 18-22 = 11-17

35-54

28-34 23-27 16-22

55-74

48-54 43-47 36-42

5 YEARS 10 YEARS 20 YEARS

= 50+ 55+ 75+

So what does it all mean anyway??

Digital media is changing angler consumer behavior

and shaping strategies marketers use to reach and engage their target markets.

This time around, it’s the marketers

who need to listen, learn and adapt….change will be constant.

Digital media and social media networking focuses on answering the same ol’ purchase and fishing experience questions, except in real time…

PRODUCTS

Be digital, be mobile, be social, be real… and BE THERE!

What you should plan on in the future

•  more hi-tech design and packaging

PURCHASE BEHAVIOR •  “crowd sourcing” peer-to-peer opinions, product recommendations and user experience sharing will drive the market

ADVERTISING •  brands need to be part of the conversation

•  data and content sharing across multiple mobile devices and platforms

•  you must be authentic and engaging

•  demonstrate your brand’s accessibility, adaptability and sociability

•  create reusable media assets across multiple channels and devices i.e. “connected” TV

George Scocca

Sportfishing Development Advisor,

OutdoorGuide.com Group

Mobile: 631-922-7410

Email : George.Scocca@gmail.com