{
  "docId": "019dd923-5e88-73ef-bd5d-853951586965",
  "docSlug": "76ea6cc397533e35",
  "documentTitle": "2022 Benedict Evans 2022 The New Gatekeepers",
  "authorId": "BenedictEvans",
  "authorName": "Benedict Evans",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "independent_analyst",
  "sourceTypeLabel": "Independent analyst",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 38,
  "pageCount": 103,
  "prevPage": 37,
  "nextPage": 39,
  "slideType": "industry_trends",
  "function": "analyze_data",
  "density": "balanced",
  "nDataPoints": 52,
  "notes": "The chart highlights the emergence and growth of 'Retail' media as a distinct category starting around 2020.",
  "elementsJson": [
    "headline_text",
    "bar_chart_stacked",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-853951586965/38",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-853951586965",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-853951586965.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-853951586965#slide-38",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Retail media may have taken 10% share in 2022",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-4e51-732b-a109-f2f8d5e9091b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.6,
        "x": 0.205,
        "y": 0.27
      },
      "kind": "chart",
      "text": "Share of US advertising spending",
      "attrs": null,
      "subkind": "bar-stacked",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0ef9ae19-15df-4fe5-a05d-a78b0449ba2d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.08,
        "x": 0.03,
        "y": 0.35
      },
      "kind": "legend",
      "text": "Other digital, Retail, Social, Search",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "24dfd8c5-3e71-4a31-ab46-a5a2c94a099f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Share of US advertising spending: 10%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-4e51-732b-a109-f7c2693ccbe8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.15,
        "x": 0.205,
        "y": 0.91
      },
      "kind": "source-note",
      "text": "Source: Zenith, GroupM",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4252fa16-ccdd-4019-89b9-dea042dc9da4",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.4,
        "x": 0.205,
        "y": 0.13
      },
      "kind": "title",
      "text": "Retail media may have taken 10% share in 2022",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1a781cbe-de97-4235-94ea-1c7f899babf8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.18,
        "x": 0.205,
        "y": 0.05
      },
      "kind": "title",
      "text": "Retail media",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d600ad78-c6a5-4651-a65d-aa4f88ec5a85",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1b83-7130-933d-ab970e3be521",
      "evidence": "Title repeats subhead: '10% share in 2022'",
      "confidence": 90
    },
    {
      "name": "Chart Selection Guide",
      "slug": "chart-selection-guide",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "d8578fd8-ebbc-4f1e-9337-00613d57bb17",
      "evidence": "Share of US advertising spending",
      "confidence": 0.5
    },
    {
      "name": "Color Strategy",
      "slug": "color-strategy",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1b83-7130-933d-ac249de3af16",
      "evidence": "Retail segment isolated in red against grey/black stack",
      "confidence": 88
    },
    {
      "name": "Von Restorff Effect",
      "slug": "von-restorff-effect",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1b83-7130-933d-b05bcc8efd63",
      "evidence": "Single red retail block stands out in stacked bars",
      "confidence": 82
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 69,
      "from": 18,
      "beatId": "019dd95a-07a7-7579-bd65-11bd74463cfe",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Implications (So What)",
      "beatSlug": "triple-take-the-implications-so-what",
      "evidence": "'The New Gatekeepers' divider p18; retail media, unbundling, brand reset",
      "position": 2,
      "confidence": 82,
      "parentBeatName": "Reflection",
      "parentBeatSlug": "reflection"
    },
    {
      "to": 58,
      "from": 18,
      "beatId": "019dd95a-07a7-7579-bd65-1d44db232db5",
      "arcName": "The Mountain",
      "arcSlug": "mountain",
      "beatName": "Rising Action",
      "beatSlug": "mountain-rising-action",
      "evidence": "category-by-category gatekeeper sweep: retail, media, content",
      "position": 2,
      "confidence": 60,
      "parentBeatName": "Development",
      "parentBeatSlug": "development"
    }
  ],
  "loops": [
    {
      "to": 39,
      "from": 26,
      "name": "Aha Moment",
      "slug": "03-aha-moment",
      "bestFor": "Data-heavy sections, research findings, analytical arguments",
      "matchId": "019dd95a-08f8-7619-ac2e-7e423a6ea565",
      "evidence": "Builds from 'how to reach customers' to Ads>Prime, Ads>AWS, retail media =10% share",
      "position": 4,
      "objective": "Reveal retail itself as the new advertising gatekeeper",
      "structure": "The Problem/Question -> What the Data Shows -> The Insight",
      "confidence": 80,
      "description": "Establish a tension, present data, then deliver the insight that changes everything"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}