{
  "docId": "019dd923-5e88-73ef-bd5d-b82ca346e032",
  "docSlug": "d104e9de9f1d5dd1",
  "documentTitle": "2016 Bond Cap Internet Trends 2016",
  "authorId": "BondCap",
  "authorName": "Mary Meeker",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "vc_research",
  "sourceTypeLabel": "VC research",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.333,
  "pageNumber": 55,
  "pageCount": 214,
  "prevPage": 54,
  "nextPage": 56,
  "slideType": "industry_trends",
  "function": "analyze_data",
  "density": "balanced",
  "nDataPoints": 63,
  "notes": "Data is adjusted for inflation in 2015 dollars.",
  "elementsJson": [
    "headline_text",
    "line_chart",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-b82ca346e032/55",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-b82ca346e032",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-b82ca346e032.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-b82ca346e032#slide-55",
  "components": [
    {
      "bbox": {
        "h": 0.6,
        "w": 0.9,
        "x": 0.05,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Line chart showing advertising expenditure growth over 20 years for Internet, TV, and Radio.",
      "attrs": null,
      "subkind": "line",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a5761346-cbc4-4087-a389-b3fdfb1cb860",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Advertising Expenditures: $60B",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-5641-722a-9f24-f3c35146ad93",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.8,
        "x": 0.1,
        "y": 0.94
      },
      "kind": "source-note",
      "text": "Source: McCann Erickson (1926-1979); Morgan Stanley Research, Magna, RAB, OAAA, IAB, NAA, PIB (1980-2015). Note: Data adjusted for inflation and shown in 2015 U.S. dollars.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1e105919-980d-4122-ac05-21089ea0766b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.65,
        "x": 0.02,
        "y": 0.02
      },
      "kind": "title",
      "text": "Each New Marketing Channel = Grew Faster... Internet > TV > Radio",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e53c518d-e380-49cd-a433-85310796498c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.8,
        "x": 0.1,
        "y": 0.17
      },
      "kind": "title",
      "text": "Advertising Expenditure Ramp by Channel, First 20 Years, USA, 1926 – 2015",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7dd3c5aa-474b-4dff-bccc-82c207459ada",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019de7d7-ed0c-7189-9e5d-af28ab3dfe34",
      "evidence": "'Internet > TV > Radio' growth ranking.",
      "confidence": 85
    },
    {
      "name": "Small Multiples",
      "slug": "small-multiples",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019de7d7-ed2c-717d-80d9-6bd12ee79e8f",
      "evidence": "20-year normalized comparison of three media eras.",
      "confidence": 60
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 160,
      "from": 42,
      "beatId": "019de7d7-dfbd-7209-b604-7f083185cfba",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Solution & Approach",
      "beatSlug": null,
      "evidence": "Ads, commerce, video, image, messaging, voice, transport as innovation answers.",
      "position": 3,
      "confidence": 72,
      "parentBeatName": null,
      "parentBeatSlug": null
    },
    {
      "to": 213,
      "from": 42,
      "beatId": "019de7d7-e0c3-71c3-b3fe-7361aabe05a0",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Action (Now What)",
      "beatSlug": null,
      "evidence": "Innovation playbooks across ads, video, voice, transport, data.",
      "position": 3,
      "confidence": 60,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [
    {
      "to": 71,
      "from": 50,
      "name": "Tale Two Worlds",
      "slug": "04-tale-two-worlds",
      "bestFor": "Competitive analysis, benchmarking, case for change",
      "matchId": "019de7d7-e1a8-7476-bf97-c3dc117d6e63",
      "evidence": "Generation comparison tables (52,53), retail-channel evolution (57-58), digital-native scaling (71).",
      "position": 5,
      "objective": "Contrast prior-generation retail world vs. millennial / digital-native world to motivate commerce reinvention",
      "structure": "Current State -> Desired State / Benchmark -> The Gap & Implication",
      "confidence": 80,
      "description": "Show the gap between two states to drive urgency or highlight opportunity"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}