Slides from the FutureM panel "The Future of Advertising," moderated by Holland-Mark Principal MIKE TROIANO, and featuring Localytics CEO RAJ AGARWAL, Mullen Chief Innovation Officer EDWARD BOCHES, DataXu President & CEO MIKE BAKER, Digitas' Chief Growth Officer BARBARA CIPOLLA, Arnold Worldwide SVP Director of User Experience KEITH LAFERRIERE, and CampusLIVE CEO BORIS REVSIN. Sponsored by http://Bostinnovation.com

1. the future of advertising 09.13.11

2. @miketrap

3. the panelists Barbara Cipolla Digitas Raj Aggarwal Localytics Edward Boches Mullen Mike Baker DataXu Boris Revsin CampusLive Keith LaFerriere Arnold 3

4. the problem with panels what you get. what you want.

5. the future of advertising 6 Boston area marketing luminaries 3 digital focused ad pros (Arnold | Mullen | Digitas) 3 ad focused digital pros (CampusLIVE | DataXu| Localytics) 10 questions, on a 5-point scale will see their responses when you do extremes will debate you weigh in on Bostinnovation after the panel

6. Ready?

7. digital media is now primary. Raj Edward Barbara Keith Boris strongly disagree strongly agree agree somewhat disagree somewhat neutral

8. can’t measure = doesn’t matter. Raj Edward Barbara Keith Boris strongly disagree strongly agree agree somewhat disagree somewhat neutral

9. conventional advertising is dead. Raj Edward Barbara Keith Boris strongly disagree strongly agree agree somewhat disagree somewhat neutral

10. classic agency model is broken. Raj Edward Barbara Keith Boris strongly disagree strongly agree agree somewhat disagree somewhat neutral

11. bullshit > upside in social. Raj Edward Barbara Keith Boris strongly disagree strongly agree agree somewhat disagree somewhat neutral

12. should be more focus on Twitter. Raj Edward Barbara Keith Boris strongly disagree strongly agree agree somewhat disagree somewhat neutral

13. should be more focus on Facebook. Raj Edward Barbara Keith Boris strongly disagree strongly agree agree somewhat disagree somewhat neutral

14. most brands need a mobile app. Raj Edward Barbara Keith Boris Mike strongly disagree strongly agree agree somewhat disagree somewhat neutral

15. brands are less important. Raj Edward Barbara Keith Boris strongly disagree strongly agree agree somewhat disagree somewhat neutral

16. in the middle of an unprecedented marketing transformation. Raj Edward Barbara Keith Boris strongly disagree strongly agree agree somewhat disagree somewhat neutral

17. What’s your take?weigh in at… 17