View
5
Download
0
Category
Preview:
Citation preview
© 2016 MarkMonitor Inc. All rights reserved.
Top Strategies for 2016 Protecting Your Brand and Content Online
Akino Chikada
Sr. Product Marketing Manager
Olesia Klevchuk
Sr. Product Marketing Manager
2015: Year in review
• Multi-channel marketing
• Digital Media
• Fraud
• Online Shopping Barometer
2016: Trends
• Darknet
• 3D Printing
• Digital Media
• Mobile
• Malware
Agenda
2
Year in Review
2015
Rise of multi-channel marketing
Mobile: a main gateway to the Internet
Social media: growing channel for brand abuse
Multi-Channel World
4
1
63% of budgets are invested in online
channels
Brands, their partners and fraudsters are
using multi-channel marketing
Each new channel comes with risks to
brand owners
Need for consistent brand and product
image and messaging
Growing channel for brand abuse
Rise of Multi-Channel Marketing
Put in place comprehensive multi-channel monitoring program to discover and act on brand infringements
5 Source: Lewis PR
U.S. consumers spend more time
accessing Internet using mobile devices
M-Commerce already accounts for 22%
of total e-retail channel and is set to
grow faster than e-commerce
Thousands of new less secure app
stores spring up across the internet:
Unauthorized and outdated copies of
apps
Malicious activity
Growing channel for brand abuse
Mobile as the Main Internet Gateway
Get visibility into how and where your brands and trademark terms are being used in mobile space
6
U.S. Retail M-Commerce Sales 2013-2019
$ Billions
Source: Statista
Social Media continues to contribute the majority of new content and adoption
rate increases
Noticeable brand abuse • Impersonation / Fan pages
• Promotion and proliferation of websites selling counterfeit
• Fraudulent links – e.g. phishing pages
• Fake special offers
• New Social Media sites, with vast adoption
A growing channel for brand abuse
Social Media
Get visibility into how and where your brands and trademark terms are being used in social media space
7
Growing popularity of streaming video
Mobile: key device to consume digital media
Digital Media
8
2
Growing appetite for streaming
content
Shift in piracy from downloading to
streaming content
Over the 17 months, infringing video
streaming content has grown faster
than other content types 449% Growth in TV Titles
269% Growth in Movie Titles
Often Faster than Other Types of Content
Video Streaming Online Piracy is Growing Fast
Keep up with a shifting digital piracy landscape and include streaming platform as a part of your monitoring program
9 Source: MarkMonitor
Low number of infringements detected
for mobile devices
Fast year on year growth rates
Disruptive consumers technologies
provide additional challenges
• Live streaming apps
Increasing number of piracy cases
Monitor mobile channel for piracy abuse
Mobile: Ultimate Entertainment Device
10
775,279
2,771,390 3,856,706
9,241,458
12,703,860
2011 2012 2013 2014 2015
Mobile ISP Infringements
Source: MarkMonitor
Phishing attacks targeting non-financial industries
Spear-phishing continues to be a major problem
Rise of Business Email Compromise scams
Fraud Continues to Evolve
11
3
Phishing attacks targeting non-financial industry increased ~400% since
January 2014
Protect your customers and prospects from phishing scams
Phishing Targeting Non-Financial Industry
12
0
10000
20000
30000
40000
50000
60000
Jan
-14
Fe
b-1
4
Mar
-14
Ap
r-14
May
-14
Jun
-14
Jul-
14
Au
g-1
4
Sep
-14
Oct
-14
No
v-14
Dec
-14
Jan
-15
Fe
b-1
5
Mar
-15
Ap
r-15
May
-15
Jun
-15
Jul-
15
Au
g-1
5
Sep
-15
Oct
-15
No
v-15
Dec
-15
Non-FI Companies
Grand Total
Source: MarkMonitor
Spear-Phishing Email: Most Favored APT Attack Bait
(TrendMicro research, 2012; by now a known industry fact)
APT is the #1 security problem globally
Applies to all verticals
Spear-Phishing
13
Business Email Compromise Scams
14
A sophisticated scam targeting businesses working with foreign suppliers and/or businesses that regularly perform wire
transfer payments. The scam is carried out by compromising legitimate business e-mail accounts through social
engineering or computer intrusion techniques to conduct unauthorized transfers of funds.
Former employee Cybersquatted domain
Single recipient from different geography
Globally, consumers do 34% of their shopping online
24% of consumers have bought a product online that turned out to be
fake
More than half of consumers (56%) have been on the receiving end
of counterfeit emails
Alarmingly 20% of consumers knowingly continue with a purchase
after finding themselves on a website selling fake goods
Online Shopping Barometer
15
4
Source: MarkMonitor
64% of global consumers are worried about their online security
Generation gap:
• 53% of 18-34 year olds are confident shopping via smartphone
vs 17% of those aged over 55
Confidence in Security & Platform / Device
16
Maintain a secure and robust Brand Protection program
Sources: MarkMonitor; Interactive Advertising Bureau
2016 Trends
Growing interest in the Deep Web and Darknet
Brand Protection strategies in the Deep Web and Darknet
Deep Web and Darknet
18
1
Understanding the Internet Landscape
19
The Deep Web is hundreds of times larger than the ‘Surface Web'
Surface Web
Deep Web
Dark Web / DarkNet
Searchable with
standard search
engines
Un-indexed websites
Dark Web: web content that exists
on the DarkNet
DarkNet: Network that can only be
accessed with specific software,
configurations, or authorization
Uncovering brand abuse in
the deep web
Enforcement options
• C&Ds to website operators
• Take-down requests to
ISPs
• Notices to marketplaces,
social media sites, mobile
app stores
Brand Abuse Lurking in the Deep Web
20
Understand your level of risk
• FIs must be monitoring for account information
• Those with counterfeiting issues should determine if these
marketplaces provide means of mass distribution
• All others should:
Determine whether you need regular monitoring OR
Periodic monitoring for changes to the threat landscape
Track abuse over time
Due to anonymity, online enforcement difficult
For stolen account or credential information
Brand Abuse Lurking in the Darknet
21
Growing popularity and adoption of 3D printing technology
Impact on Intellectual Property
3D Printing
22
2
Worldwide shipment of 3D printers
to reach almost half a million units in
2016.
• 5.6 million by 2019. (232k in 2015)
Enterprise and consumer demand
Growth driven mainly by sales of low
cost entry-level printers
• Under $2.5k purchases are driven
by schools and universities rather
household purchases
Adoption of 3D printers still in its infancy
Adoption of 3D Printing Technology
23 Source: Gartner
In The News
24
The FAA Cleared The First 3D
Printed Part To Fly In A
Commercial Jet Engine From GE
Trademarks
3D printing replacing traditional manufacturing
Consumers creating copies for personal use
Copyright
More companies and individuals assuming copyright for design
CAD available via P2P & pirate sites
Scanning
Ability to scan and replicate products
Shared designs hard to identify
A New Emerging Threat For Global Brands
3D Printing presents legitimate threats to right holders
3D Printing Impact On IP Protection
25
Physical goods companies and Trademarks
• Monitor availability of counterfeit products on usual places and
specialized 3D stores
• Partnerships and licensing
• Goods will stop crossing borders
Digital Assets and Copyright
• Monitor and detect at the source – CAD files
• Threats presented by 3D printing will be similar to those faced by
digital media not consumer goods companies
Address IP abused caused by 3D printing by focusing on digital goods
Addressing Impact of 3D Printers
26
Evolution of mobile channel
Malicious mobile apps are on the rise
Mobile: New Types of Abuse
27
3
Mobile is evolving into solo channel
• Mobile only Marketplaces: Flipcart
& Line
• Mobile only Social Media
• Mobile only banking service:
Caixabank
Fueled to popularity and
accessibility of mobile devices in
developing markets
Expand your mobile channel brand protection program
Evolution of Mobile Channel
28
Less than 20,000 malicious apps in 2012; more than 240,000 in
2013; and more than 390,000 in the first 3 quarters of 2014
Number of malicious Android applications designed to steal
financial data rose almost fivefold in the second half of 2013
Malicious Mobile Apps Are on the Rise
29 Source: FireEye
Streaming media will take over everything
Top trends to watch in 2016 in growing importance of streaming
audio/visual content
Digital Media
30
4
Streaming Media Is Taking Over
75 million users
45 million users
69 million subscribers
10 million users
Music: Spotify
Gaming: Twitch
Video: Netflix
Mobile: Periscope
31
Content owners need to ensure they have effective monitoring and enforcement using fingerprint and Content ID
New paid subscription model to ad-free streaming
service
Ability to download and view videos offline
YouTube Red will create additional revenue stream from
subscription
2016 will show result of the move and address concerns
around monetization
Google moves into subscription area
Launch of YouTube Red
32
Ad-free videos
Save offline
Background Play
Allows you to watch thousands of
movies instantaneously
In the U.S., software was downloaded
onto millions of devices
Interface resembles that of popular
legitimate streaming platforms
BitTorrent Powered Streaming App
2016 will bring more variations of Popcorn Time
New Type of Piracy: Popcorn Time
33
Malware is easier to create, and more diversified
Ransomware on the rise
Malware
34
5
Malware Variations
Example: Trojan:
Win32/Meredrop
Spyware Banking Trojans Ransomware Remote Access
Trojans (RATs)
Characteristics: Key logging
Screen Captures
Print Captures
Pop Ups
Adware
Characteristics: Organizational target
list
Configuration Files
Key logging
Screen captures
Print captures
DGAs
HTML Form Injection
Characteristics: Encrypts files
Encrypts hard disk
Requests payment
Characteristics: Installed w/ user
application
Included Backdoor
Allows remote access
Enables
Administrative control
Key logging
35
Example:
Shiz
Gozi
Dridex
Example:
CryptoWall
CryptoLocker
Example:
Back Orifice
JSocket
AlienSpy
Designed for direct revenue generation; forces victims to pay the
ransom to grant access to their systems, or to get their data back
- typically victims are asked to pay in bitcoins
Targets individuals and businesses in all industries
Increase number of incidents involving so-called “drive-by”
ransomware, where users can infect their computers simply by
clicking on a compromised website, often lured there by a
deceptive e-mail or pop-up window
Ransomware on the Rise
36
Have visibility into all digital channels to maintain a proactive
Brand Protection strategy
Stay on top of the latest tactics leveraged by fraudsters
Continue to educate your customers so they can be your allies in
fighting brand abuse
Conclusions
37
Questions?
Featured Speakers
Akino Chikada
Sr. Product Marketing Manager
MarkMonitor
Olesia Klevchuk
Sr. Product Marketing Manager
MarkMonitor
39
Thank You!
For information on MarkMonitor solutions, services and
complimentary educational events:
• Contact via email:
marketing@markmonitor.com
• Visit our website at:
www.markmonitor.com
• Contact via phone:
US: 1 (800) 745 9229
Europe: +44 (0) 203 206 2220
40
Recommended