{
  "docId": "019dd923-5e88-73ef-bd5d-726036f6ba50",
  "docSlug": "d3b96dc2b54a8601",
  "documentTitle": "2017 Benedict Evans 2017 Ten Year Futures",
  "authorId": "BenedictEvans",
  "authorName": "Benedict Evans",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "independent_analyst",
  "sourceTypeLabel": "Independent analyst",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.777,
  "pageNumber": 19,
  "pageCount": 76,
  "prevPage": 18,
  "nextPage": 20,
  "slideType": "industry_trends",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 36,
  "notes": "The chart illustrates the structural shift in the advertising industry from traditional print media to digital platforms.",
  "elementsJson": [
    "headline_text",
    "subtitle_text",
    "bar_chart_stacked"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-726036f6ba50/19",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-726036f6ba50",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-726036f6ba50.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-726036f6ba50#slide-19",
  "components": [
    {
      "bbox": {
        "h": 0.65,
        "w": 0.8,
        "x": 0.03,
        "y": 0.2
      },
      "kind": "chart",
      "text": "Stacked area chart of global ad revenue by source (Print, Google, FB, Other internet) from 1980 to 2015.",
      "attrs": null,
      "subkind": "area-stacked",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ae40a418-7c75-4979-9aee-5cfa2299d8f9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.25,
        "x": 0.03,
        "y": 0.95
      },
      "kind": "disclaimer",
      "text": "©2017 Andreessen Horowitz. Proprietary and confidential.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8be11f43-a27c-44fa-8252-30f51b714dd6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.1,
        "x": 0.82,
        "y": 0.35
      },
      "kind": "legend",
      "text": "Other internet, FB, Google, Print",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "36d4f6e8-2007-400e-9fef-204b1e21c9d8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Global ad revenue",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-4e52-728e-9273-8939073a7710",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.15,
        "x": 0.82,
        "y": 0.95
      },
      "kind": "source-note",
      "text": "Source: Zenith, Google, Facebook, a16z",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d879ee9e-bcc2-4251-bbc2-962f20d620cc",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.5,
        "x": 0.03,
        "y": 0.05
      },
      "kind": "title",
      "text": "Just try building an ad-funded content business...",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6d406aab-81af-4428-8dfa-a967ed6cea5f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.25,
        "x": 0.03,
        "y": 0.12
      },
      "kind": "title",
      "text": "Global ad revenue ($bn, real)",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ab6d912f-5e84-4e0c-8f69-758b678c3d8f",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1b09-7403-ac58-8d4216a0eeb4",
      "evidence": "Action title 'Just try building an ad-funded content business...' implies competitive moat.",
      "confidence": 70
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 24,
      "from": 13,
      "beatId": "019dd95a-07a7-7579-bd64-620435711cfa",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "What Is",
      "beatSlug": "sparkline-what-is-3",
      "evidence": "GAFA dominance today, but winners always fall (p.21,23-24).",
      "position": 3,
      "confidence": 78,
      "parentBeatName": "Complication",
      "parentBeatSlug": "complication"
    },
    {
      "to": 22,
      "from": 8,
      "beatId": "019dd95a-07a7-7579-bd64-712c7a85e770",
      "arcName": "The Pixar Pitch",
      "arcSlug": "pixar-pitch",
      "beatName": "Every day",
      "beatSlug": "pixar-pitch-every-day",
      "evidence": "Mobile is mature; GAFA dominate at unprecedented scale.",
      "position": 2,
      "confidence": 60,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    }
  ],
  "loops": [
    {
      "to": 24,
      "from": 13,
      "name": "Precedent",
      "slug": "09-precedent",
      "bestFor": "Risk mitigation, strategy validation, building confidence in new approaches",
      "matchId": "019dd95a-08f8-7619-ac2d-baa208c9bb9d",
      "evidence": "p.14 'big scary tech giants are nothing new' through p.24 'winners always look invulnerable, until they don't'.",
      "position": 3,
      "objective": "Use historical fallen giants to puncture GAFA invulnerability",
      "structure": "The Precedent Case -> What Happened -> The Parallel -> Applied Learning",
      "confidence": 75,
      "description": "Use historical or external examples to validate your approach"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}