The document discusses how the internet is driving major changes across many industries. Key points include: 1) YouTube, Google, Facebook and other internet platforms have disrupted traditional media businesses like newspapers, music and phone companies. 2) Mobile internet use is growing rapidly, surpassing desktop internet in many areas. Most online activity now occurs on mobile devices. 3) Search has become the primary way people access and engage with information online. Social media and user generated content are also driving more engagement. 4) Video content is exploding online, led by YouTube, and online video viewing now rivals traditional TV in many areas.

1. FuturesThe marketer's central task is to make the brand easy to buy and this requires ensuring people can find it and know about it. "Everything else is secondary”

2. Change like never beforeRecord Industry gone – well nearly

3. Craig’s List – Trashed newspapers classified revenues

4. YouTube trashed Hollywood. In 2005, it did not exist. Google bought it for $1.65 billion and Viacom is suing it for $1 billion—and both for the same reason: it has utterly disrupted the status quo of audience behavior

5. Skype trashed phone company revenues – particularly long distance.

6. Broadband – is about to land many new TV services.

7. Facebook – is connecting the globeJune 15, 20103The internet is the change agent Then & Now2000>> 2010adults who use the internetTHEN: slow, stationary connections built around my computer79% 46% have broadband at home64% 5% own a cell phone50% 82% NOW: faster, mobile connections built around outside servers and storageconnect wirelessly59% 0% use “cloud”>66% <10%tech social networkers48% 0%

8. Australian online population in 201049 in 10have broadbandat homeOver 17 million Australians are online40% use Internet while watching TV They look at 92 domains and 3,029 pagesTHEY SPEND22h hours online15 hours watching TV10.3h listening to radio3.4h and 2.1h reading newspaper and magazinesSource : Nielsen online consumer report Feb 2011

9. AgendaNumbersKey Themes 2015:Mobile - number 1 screenSearch - Internet is going search centricSocial - Ads socially enabledVideo - Explosion in Rich media contentTrading – DSP’s Advertisers will learn to love the dataWho is doing this well?

10. Mobile Internet

11. So why should we care?Mindbox confidential and proprietary

12. Australians are searching more from mobile devicesAndroid Nexus OneMobile web adoption 8x faster than the desktop web Moto Droid & Eris12%of all Google queries in Dec 2010 came from mobile devicesAndroid myTouch3,000% + growth in 3 yearsiPhone 3GSPalm PreBlackberry StormAndroid G1iPhone 3GiPhone20082009Source: Google Internal Data, based on a basket of 20,000 keywords

13. People use their phone differently 9Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile’

14. And they use it constantly throughout the week 10Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobileDesktop Search QueriesMobile Search QueriesSource: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010

15. Most of the activity on mobiles is new.

16. It’s not just iPhone.

17. Largely driven by social media.

18. Search

19. So What About SearchWe don’t need advertising anymore because we can find anything we want. – Google Founder

20. We convert 50% of our customers on the website – the other 50% in our branches. Brand advertising is now only intended to drive search and that’s the ROI. – Marketing DirectorOn all devices and for any type of content4bn+ searches per day worldwide and increasingly sophisticated : everyday, 15% of searches are new queries Video: Over 500 million queries globally each day on YouTubeMobile: 50% of people using Internetvia smart phones start with Search. Over 30% of mobile searches are for local info

21. Online Usage TrendsStickiness: CategoriesSource : Nielsen NetView March 2011

22. Online Usage TrendsStickiness: Search CategorySearch Category:Google Search is still the stickiest Search Brand with an active reach of 83%, followed by Google Image Search (35%), and Bing Web (22%)Source : Nielsen NetView March 2011

23. Video

24. The rise of the YouTube generation

25. Online video vs other medium

26. YouTube - the tip of the iceberg!Source: Comscore Video matrix // Techcrunch

27. Social MediaIt’s not about campaigns.

28. Converse CMOSocial media isn’t even a two-way conversation –- it’s more complicated than that.

29. Be respectful of the time between purchases of your product by adding value and contributing to the conversation. When it comes time again to purchase, your relationship with them should pay off.

30. Which is why we focus on a couple of core marketing truths via social – be relevant, make a connection, be usefulSocial Media LandscapeUnique AudienceOnline Usage Trends 73.8% of Australian online users have accessed a member community site in March 2011 which is an increase of 3.5% month on month

31. 64.9% of Australian online users now use Facebook. This has increase of over 3% month on month.Source : Nielsen NetView March 2011

32. Online Usage TrendsStickiness: Member Communities CategoryMember Communities Category:Facebook is the stickiest Member Communities Brand with an active reach of 65%, followed by Blogger (26%), and WordPress.com (13%)Source : Nielsen NetView March 2011

33. Online is about engagement3 in 4 of online Australians consultother people’s online reviewsand comments about brands, products or services.1 in 2 actively participate in online discussions about brands or provide their own commentsVideo content found online is the 2ndmost popular form of online brand engagementSource : Nielsen online consumer report Feb 2011

34. Search is already social28

35. Social Graph

36. UnderstandBe usefulBe liveSocial SpaceResearch & ListenCurationContentYouTubeTwitterFlickrDeliciousFacebookNetworksPlan/iterateMeasureActive listeningAggregationOutreachModerationAPIsWidgets / toolsEditorialOptimise assetsM&S assetsOn-site UGCConnectingPlatformsPrinciplesProcessesSocial Spaces Framework

37. Marketers will learn to love data

38. Internet provides Real Time Insights about your brandGoogle runs 100’s of experiments/dayAmazon runs more than 200 tests/day at any pointVolkswagen Germany discovered that 15 searches on Golf = 1 saleTrommsdorff & Drüner: VW Golf econometric modeling 2010

39. Media ChangesSSP – Sell side platformsDSP – Demand side platformsThese replace performance networks.Banner click through rates have dropped dramatically – no one really buys the brand recognition unless it’s accompanied by action.Context is the only way to generate a return. Trading will become derigeur – it’s happening now.

40. 5 Coolest Brands with Gen Y AppleConverseTrader Joe’sWhole FoodsAmazon