Ever heard of the semantic web? Cloud computing? The Transmission Effect? Lori H. Schwartz, SVP, Director of the Interpublic Emerging Media Lab presents the most up-to-date and exciting emerging trends. Don’t get left behind!

1. Beyond the Hype
NEXTMEDIA – Monetizing Digital Media
November 19, 2008
lori.schwartz@ipglab.com

2. Cloud Computing Sony Home
IPTV
Skype
DVR
YouTube Google WAP
Second Life Android Yahoo!
Social Media
Widgets the Semantic Web
Interactive TV
DRM
Influencers QR Codes
iPhone
3G
Minority Report P2P
Microsoft
Viral Video Ad Exchages
Electronic Ink
Print
Web 2.0
UGC Digital Out of Home
Microsoft Surface
Broadband
Social Vibe
Blogs Longtail
Wikis
Privacy Issues
RFID
MAC
Mobile TV Flash Casual
GPS Silverlight
Gaming
Twitter Voice Recognition VideoBlogs
VoIP
Blog Roll
Chrome
Smart Appliances
Virtual Reality Green technology

3. WHY NOW?
BRAND MARKETERS – TOP 10 WISH LIST
#1 Deeper digital knowledge
#2 More “pull” - less “push”
SAPIENT SURVEY SNAPSHOT
#3 Leverage virtual communities
▪ 200 respondents
#4 Lead by example
#5 Chief Digital Officer - key indicator ▪ CMOs/Sr Marketing Execs
#6 Web2.0/social media savvy ▪ Buying authority
#7 Understand consumer/digital connection
▪ Timeframe – Summer 2008
▪ Planning horizon – 1 year
80% = Digital strength “important/very important”
Almost half moving to digital “savvy” agencies
Digital insight is a strategic imperative

4. IPG Emerging Media Lab
Accelerating Marketing Innovation
by Empowering Agencies and Brands

5. WHAT SETS US APART?
Immersion Center
FOCUSED EXCLUSIVELY ON YOUR Events
SUCCESS IN EMERGING MEDIA
IMMERSION CENTER
Examine new media trends and demystify
technologies in a casual, hands-on environment
Education
that’s a hub for industry events & Consulting
RESEARCH FACILITY
Plan and drive primary research and focus groups
in our fully-equipped suite
CATEGORY EXPERTS
Interact with forward-thinking specialists who
understand media platforms, consumer behaviors, Focus Groups /
and their business implications Market Research
Thought
ALLIANCE FACILITATORS Leadership
Gain access to industry allies and pilot programs
that help your clients leverage new media
ALWAYS ON
Get answers anytime from media pros who offer advice
and support online, on the phone and in person

6. Setting The Stage
Setting The Stage

7. Slow economy is making its mark
Slow economy is making its mark
Even with downturned economy, 60% of marketing professionals planned
online advertising is expected to to increase their spending on online
grow from $24.5 billion in 2008 advertising in reaction to the downturn.
to $28.5 billion in 2009.
The combined growth rate for online Toward interactive, digital marketing
ad revenues in Q1 and Q2 among the
top four US portals—Yahoo!, Google,
AOL and Microsoft—was 19%.
-Source, eMarketer
-Source, MarketingProfs
Online includes several categories: search, display
(banners, rich media and video) and e-mail ad spending.

8. Current Marketplace
Major Digital Media Players
• AOL – Platform A
• Microsoft – Aquantive/Atlas/DrivePM
• Google – DoubleClick/AdWords for Search, Display & Video
• Yahoo – AMP/Fusion
The major players offer a full suite of targeting options and millions of
eyeballs:
• Behavioral Targeting, PPC Search, Geo, Demo and Contextual Targeting
Vertical Integration is within sight for the two largest players
• Microsoft – Aquantive/Atlas & Atlas VOD/DrivePM/Navic Networks
(Cable TV and Online Video)
• Google – DoubleClick/AdWords/Google TV (Echostar & NBCU),
Google Radio, Google Print
Next for Them:
• Conquer agency media planning and back office
Alarmist POV:
• Full-service media offering, circumvents a traditional agency relationship

9. Open Platforms Drive Ubiquity
SOCIAL MEDIA Development MOBILE Development
Google’s Open Social
OpenSocial defines a common API
Google’s Android is a software stack for mobile
for all social applications across
devices that includes an operating system,
multiple websites.
middleware and key applications.
Developers can create apps that Apple opened the doors to its “App Store,”
access a social network's friends accessible through the standard iTunes
and update feeds. interface.
And within 3 days of its debut, more than
10 million applications were downloaded
GOAL: One operating system for all mobile
GOAL: All social apps working across all sites.
phones.

10. New consumer
Reverses the 80/20 rule
We used to spend 80% on distribution (“media”)
and 20% on content (“production”),
We will now spend 80% on the content (platforms),
and 20% on distribution (drive traffic)

11. New Hollywood
Traditional Model is Broken For Content
Subscription
Sponsorship Hypersyndication
How
Display Ads
Short Form
Broadcast

12. 2009 Trends
Beyond the Browser
•Chrome and the like
•Cloud Computing
•Extensions to Browsers
•Semantic Web
•Cool Iris
•Stumble Upon
Conversation is King
•Social Reputation Management •Personal Branding
•Making the consumer work for you
Transmission Effect
•Raw Reality •Twitter Journalists
•Shared Sharing •Individual to Group
•Brand Management •Privacy Pushback
Retail on Fire
•CRM and new tools •In store to On line
•RFID •Store ‘out of home’

13. The browser is becoming the
new operating system with
applications, content and the
growing pipe feeding off it as
a platfomr
Beyond the Browser

14. Beyond the Browser
Cloud Computing –
Putting The Foundation in the Cloud
Services, storage and applications all
exist in the internet(cloud) and a user
taps into the cloud using a device.
Google’s Chrome
User/Businesses can start relying on
the internet for satisfying all their “What we really needed was not just a
computer browser, but also a modern platform for web
pages and applications, and that's what we
set out to build.” -Google Blog
Developers are looking at browsers as
a communication layer…so that + Beefed up Javascript Engines
+ Better stability
+ More extensions

15. Beyond the Browser
Semantic Web
The semantic web is an evolving extension of the internet. Information is exposed and
filtered by computer intelligence, not humans.
•Semantic Profiles assembled from shared information and learned behavior will allow virtual
“agents” to personalize your online experience.
•Sets the stage for Intelligent execution of requests and hyper-relevant information retrieval.
Stumbleupon is a toolbar that, once clicked, takes you to a unique webpage that’s
matched to your pre-set personal preferences. It allows you to quickly stumble upon
countless of fun/useful pages you never would have found otherwise.
Twine is an online application that keeps tracks of your interests and allows you to
collect and share online content. It then organizes your content, “learns” what your
interested in, and recommends new things to check out.

16. Sits In Your Tool Bar as an ‘add on’
Program Your Interests…and it will feed you content

17. Beyond the Browser
Extensions to the Browser
Before: Browser
extension added little
value to your internet
experience.
Now: Extensions can
completely redefine it.
Cooliris,
transforms your browser into a
fully-immersive cinematic slide
show

18. For individuals and
brands, web
presence alone is no
longer enough—now
it’s about engaging
customers in
conversation and
managing
relationships online
Conversation is King

19. Conversation is King
I am online therefore I exist.
Personal branding
•How we are represented online will
determine how the world views us
•How we get jobs and the friends we
keep are influenced by our online
presence.
•Branding Strategies include
•Personal Websites
•Twitter
•SEO
•Blogs
•Social Networks

20. Conversation is King
Focus on Expert Users
Word of mouth will shift
from the many to the few—
expert users who are defined
and trusted by the community

21. Conversation is King
Expert User Case Study:
Gen X and Gen Y Moms
Gen X moms' top three Web activities are using
photo sites, rating and reviewing products, and
shopping.
•The top three online activities of Gen Y moms
•Reading blogs
•participating in an online community of moms
•creating and sharing their own video.

22. Conversation is King
Brands are learning to listen--no, really
Companies are starting
to trust consumers—
a fundamental shift in perception
Brands are enlisting their audience
for crowdsourcing
(i.e. design input, product
development, etc.)
Conversation management:
Brands are learning to listen to
conversations wherever they are
occurring, giving them an
opportunity to respond and
improve service and products

23. Conversation is King
Social Media as CRM
The New ROI = Return On Involvement
Question: What metrics do you primarily rely on to measure the success of your social marketing efforts? (Select up to three.)
54%
Clicks
30%
Registrations
30%
Impressions
17%
Brand survey metrics
15%
Ad hoc buzz monitoring
15%
Number of forwards
11%
Buzz monitoring service
Advertisers Must Use a
7%
Engagement metrics
Combination of Metrics to
5% Maximize Engagement Analysis
Change in search behavior
0%
Number of quot;friendsquot;
0%
Number of people posting content
0% 20% 40% 60% 80% 100%
Source: JupiterResearch Social Marketing Executive Survey (2/07), n = 76
(engagement marketers who ran social marketing
Campaigns in the past 12 months, US)

24. Conversations and content
are moving faster and
spreading everywhere
Individuals become groups
become organized units
that can move mountains.
Transmission Effect

25. Transmission Effect
Content can’t be controlled
All content is viral content
•Content cannot be
controlled, but the tone of
the conversation around
the content can be set and
The HD DVD
•Brands need to be encryption key
present at every stage of a that
conversation. Digg could not
keep off their
site
•Brands must respond, not
react
Comcast technician falls asleep on
man’s couch – video leaks on
•Reputation management
YouTube, receives national press
tools can help brands keep coverage
up.
was featured
“Tronguy”
on South Park

26. Transmission Effect
The New Editorial
Twitter has influenced the format for breaking news
Live blogging of events and live mobile video are
increasing speed by which news is transmitted
Flixwagon, Livecast and other
providers are making live mobile video
broadcasting possible

27. Transmission Effect
Group to Group Communication
•Groups each have their own
personality, manners, memes,
and vocabulary
• Groups that share members
become meta groups

28. Transmission Effect
Brand Reputation Management -
Need to Manage Group Think
Brands must have a web
reputation strategy to
manage web resurrections

29. Transmission Effect
Privacy Pushback
Overexposure of online profiles drives
a privacy pushback
•Behavioral Targeting under heavy
scrutiny by FTC
•Anonymous email services used for sign-
ups
•In-browser private browsing settings
•Already in Chrome and Safari, planned in
Firefox and IE
•2006-2008 saw a blitz of personal information broadcast
•2009 is going to see a fine tuning of those broadcasts

30. From Smart Signs and
interactive mirrors to
RFID and loyalty
programs, retail is
undergoing dramatic
changes to become
more interactive and
meet consumers’ and
brands needs.
Retail solutions soar

31. Retail solutions soar
Online Experience Influencing In-World Decisions
Consumer’s shopping
experiences are enhanced with
the ability to constantly be
connected to the web via mobile
phone.
SnapNow
Photograph any retail product to
receive price comparisons and
peer ratings from Amazon.com

32. Retail solutions soar
Smart Signs and interactive mirrors
Customer interaction triggers an
online-like experience that features:
•Product details
•Customer ratings
•Side by side feature comparisons
Solutions provide ‘Real Time’ statistics of
every customer interaction

33. Retail solutions soar
Audience Measurement In Store
Brands want to know
who is watching and
when.
Advances in analyzing
audience data will
provide ways to
generate more
relevant, targeted ads.
20ft
Identifies any number of
concurrent viewers within the
field of view.
°
125°
Measurement

34. Retail solutions soar
Pop-Up Retail
Big Box retailers in small doses

35. Get in The Game – Develop A Content Strategy
Social Media
Broadband
Mobile
Digital Broadcast
Out of Home