From Q1 2008

1. TRENDS UPDATE: Q1 2008
Collaboration Web Monitoring Visualization
IPTV platforms Social Communities Focus on
Business Focus on Consumers Expanding
Markets/Spaces Behavioral Targeting
Widget applications New Mobile Apps

2. Summary: Key Trends Covered in Previous Trends Update
Open Source Data Consumer Leading Business in
and Research Autonomy a connected world
 Collaboration  IPTV platforms  Focus on Business
 Web Monitoring/ Visualization  Social Communities  Focus on Consumers
Emerging markets: Shifting boundaries Mobility
global, virtual, and of Market Information Convergence
new products
 Expanding Markets/Spaces  Behavioral Targeting  New Applications
 Widget applications 2

3. Relative Rate of Change of Key Trends: Quick Summary
Accelerating Changing Slowly Staying the Same
Peer-to-peer Social Media Traditional
influence Search measurement
advertising via
CGC as choice for Focus moved print and
digital away from television (limited
entertainment competition and view)
more on
Consumer created consumers Search revenue,
Social / niche but will soon
environments Consumers as decrease
advocates and
Channel agnostic brand Social
marketing ambassadors responsibility
Mobile location (Green practices)
Global economic
aware focus Accountability
Mobile (Shared metrics
Video tracking /critical
entertainment and interaction importance)
DRM-fr*ee Amazon
―Open‖ solutions

4. KEY Q1 2008 TREND: SOCIAL MEDIA
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5. Consumer Revolution
Consumers have a voice / venue
controlling business and communications
descript:
Implications:
• Ability to monitor vast levels of consumer
generated content (multiple platforms
will offer clients an added view. Offering
consumers a direct channel for
interacting with brands will enable
stronger communication
Concerns on image or paste
http://www.youtube.com/watch?v=R06dA • Monitor and understand multiple online
gpmmbg personas and the multifaceted actions of
consumers
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6. The Power of Social Search
Full-circle consumer influence: Rank/Share
views within special interest communities
$920 million invested in U.S. social network sites in
2007 up to $1.6 billion expected in 2008
Ad dollars are moving away from
keyword advertising
Niche targeting in social
environments gaining ground
Implications:
• Understanding the discovery / search
experience from the consumer’s perspective.
Social groups offer trusted recommendations
and have become the REAL influencers in the
buying process
• Create virtual platforms for engagement as the
gateway / driver of influencers
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7. Social Media Investments
Clients engaging Mass / CGC Social sites
and creating their own social communities
Implications:
• Provide clients with contextual insight gained
from creating collaborative environments for
consumers
• Design/develop highly effective platforms, offer
ethnographic immersion/ interactions/monitoring
and analysis
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8. KEY Q1 2008 TREND: DIGITAL MEDIA/MOBILE PLATFORMS
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9. Digital Viewing
Television transitions to online and mobile platforms
YouTube opens ad-revenue sharing ―partner
program
55% of adult Internet users watch video on
devices other than their TV
The number of users screening entire shows on
the Web has doubled in a year, to 16% of
consumers, with 80% saying that Web viewing
does not impact how much traditional TV they
watch, - Conference Board and TNS Media
Intelligence
Implications:
• Advances in the filtering, monitoring and
targeting of digital video both Sponsored and
UCG
• New possibilities for advertisers
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Source: ChoiceStream

10. Integrated platforms, portable media and Consumer Generated Digital Entertainment
―all-in-one‖ devices
The future of entertainment downloads is By 2012 a vast amount of
free, ad-driven content ―entertaining‖ content will be peer-to-peer
Implications:
• Multi-platforms require integrated measures
for spending and influence
• New measure for CGC entertainment
Source: Deloitte’s 2007 State of the Media Democracy and 10
Circular Entertainment," Nokia

11. ADVOCATES, AMBASSADORS and INFLUENCERS
Brand Ambassadors generate
buzz, influence and link ―friends‖‖
Sony offers advocates products samples, gifts,
discounts and token cash payments—anything
from $700 worth of free electronics equipment to
discounts at local golf courses.
Implications:
• Ability to understand, measure and predict levels of
influence are essential to client strategy
• IPR (influence predictability ranking
Source: Adweek 11

12. GLOBAL - Mobile AWARE
Opt-in location-aware marketing
comes of age
Interaction increases digital media (e.g.
billboards, print train station ads)
90% of all Japanese have a mobile telephone
4 out of 10 use mobile to surf the Internet
Europeans expect phones to be free
―Next frontier will be mobility and location-based
services," - Acxiom
Implications:
• Next frontier will be mobility and location-based services,
clients require vast new methods of measurement and
monitoring
• Opportunities for consumer management (i.e. access 12
panel management) for receiving communications

13. Open Mobile
Google enters the wireless world
Geo-specific Ads & Mobile internet devices are
Android’s future
Google’s offering $10 million in contest prizes to
encourage programmers to build new software for the
phones
Google Maps service - driving directions – Location
based ads
Implications:
• Mobile measures require multiple language and
geographic capabilities
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14. Any Content Any Device
iTunes Movie rentals…
Now playing everywhere
AT&T new social platforms promote CGC influence
US outdoor advertising revenues will continue to rise
to $10.2 billion in 2011.
Geo web metrics / opening geographical data/
encourages outside firms and programmers to
develop applications
Implications:
• Multiple platforms and Multiple device options require
a comprehensive mix of consumer level insight
• Data integration / Consumers demand relevance
across touch points
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15. KEY Q1 2008 TREND: Global Emerging Markets
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16. Global Markets: Emerging
Growth opportunities in emerging countries are
impacted by technology /digital shift in advertising
World Ad Spending Growing Faster than U.S. in 2008
Ability to measure without language / demographic
barriers will help companies as they adopt a "Mind-
shifting‖ global approach to design and market
strategy
Sales in "BRIC" countries -- Brazil, Russia, India and
China -- will grow to almost $3 billion in fiscal 2008
ending in June from about $1 billion three years ago.
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17. Appendix
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18. A Sampling of Sources Used for Monitoring Emerging and Accelerating Trends
Additional:
Anderson Analytics
CMO Council
ComScore
IBM
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