The document discusses the shift from traditional to digital media. It notes that television, radio, newspapers, and outdoor media are moving online. Usage of digital media such as the internet, social media, mobile devices, and online video is soaring. Major trends for 2010 include more advertising dollars shifting to digital media, the growth of social media marketing, mobile devices getting smarter, and new opportunities emerging from portable digital technologies. Digital media is also changing how traditional media operates and is measured.

1. The Shift to Digital
Communications
February 2, 2010

2. The future
of
communications
is
digital

3. TV
TV is online and on-demand

4. Radio
Radio listenership is declining
File sharing, podcasts, streaming radio
Source: Project for Excellence in Journalism

5. Newspaper
“Newspaper readership, across all age groups, is
ebbing. And that problem is compounded by the fact
that readership continues to skew toward older
people, raising questions about the future.”
Source: Project for Excellence in Journalism

6. Outdoor

7. State of Digital Marketing
• Digital media usage is soaring
• Innovation persists
• New technologies are continuing to be
introduced and adopted by consumers
every day
Source: comScore 2008 Digital Year in Review, Jan 2009

8. 2008: Digital goes mainstream
• Economy and politics drove online activity
• Social media continued to grow
• People continue to search more and more
• Internet users viewed a total of 4.5 trillion
display ads – a new record
• Long form video content emerged as video
viewing soared
• The year of the Smartphone
Source: comScore 2008 Digital Year in Review, Jan 2009

9. 2009 in review
• Viewing of TV and movie content online will
become more mainstream
• Major advertisers will shift spending online to
take advantage of bargain CPMs, ad-targeting
capabilities, and more measurable ROI
• As Smartphones continue to drop in price, and
new entrants penetrate the market (G1, Pre,
Storm, etc.), 2009 will be another record-
breaking year for the mobile Internet
Source: comScore 2008 Digital Year in Review, Jan 2009

10. Digital Outlook 2010
• Advertisers will turn to “measurability” and
“differentiation” in the recession
• Social Media marketing will go mainstream
• Online ad networks will contract / open ad
exchanges will expand
Digital 101 Page 10

11. Digital Outlook 2010
• Mobile will get smarter
• Research and measurement will enter the digital
age
• “Portable” and “beyond-the-browser”
opportunties will create new touchpoints for
brands
• Going digital will help TV modernize
Digital 101 6/2/2009 Page 11

12. Social Media Trends

13. Social Media Platforms

14. Social Media has just begun to change the
way marketing and business operates.

15. The best practices for brands in Social
Media will continue to evolve

16. Social Media is changing the role of
marketer to focus heavily on content
creation

17. The influence of the masses will only
continue to grow as Social Media tools
improve and more and older consumers
climb the Social Technographics Ladder,
moving from Inactives, Spectators, and
Joiners to Collectors, Critics, and Creators.

18. SEM and Social Media
• Bing, Yahoo and Google recently made changes to
the way their search engines index the real-time
web, and status updates and tweets are rapidly
finding their way into top search results.
– Need to integrate Social Media into SEO strategies
– When consumers search for brands and campaigns
they are increasingly likely to see results that include
blogged and tweeted criticisms as they are links to
official brand sites.
– The search engine changes mean that 2010 will be the
year when brands can run but they cannot hide.

19. Twitter
• Will eventually allow advertising
– (e.g. ad placements embedded into tweet streams)
• Subscription fees for Corporate accounts are likely
coming
• More traffic will come from Twitter
– but it will be branding / awareness in nature
• No one yet realizes the full potential of Twitter  by the
end of 2010 we will all have a better sense of how it fits
into the marketing communications mix
– Twitter management shops will pop-up all over the place

20. Facebook
• Will release the “Open Graph API” allowing any site to
become, in effect, a Facebook brand page
– Users can become fans of sites registered through the program and
publishers will have access to their News Feeds and other
communication channels on FB
• Facebook will make it easier for developers to collect email
address within 3rd party applications
• Some are predicting that young people could soon stream off
the site to avoid status updates from mom and dad, just 50%
of the 15-24 crowd is checking Facebook regularly

21. Digital Is Changing Traditional
Advertising
• All media is moving to trafficking and management
platforms similar to those used for online
– Ad Serving (DoubleClick, AtlasDMT, 24/7 Real Media)
• Digital media is about digital delivery, the ability to
generate real-time metrics (lots of them) and most
importantly the ability to optimize mid-stream
• This capability is coming to traditional media
– Television with growth and penetration of digital cable,
DVRs, and other digital delivery technology
– OOH – Already moving to digital platforms (e.g. digital
billboards)
– Radio – HD Radio

22. Digital is a Deep Discipline
• Online Video
– Recent formation of Digital Video Committee @
IAB
• Search Engine Marketing (Paid Search + SEO)
– Google’s recent decision to penalize paid links
• Behavioral Targeting
– Privacy issues regarding lead generation using BT

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