This presentation is provided to clients as we discuss the media mix and outlook for the interactive space in 2009.

1. 2009 New Media Outlook

2. 2009 Trends to Watch
1. Advertisers will turn to “measurability” and
“differentiation” in the recession.
• Advertisers will look to established
publishers with reliable models to focus
their investment. This will include proven
performers like display, ad
networks, search, video and targeted
media.
Page: 02
2009 Digital Outlook: Razorfish

3. 2009 Trends to Watch
1. Search will evolve and innovate.
• Search will be under increased focus on
measurement and SEO, and the rise of
compelling opportunities in local and
mobile search.
Page: 03
2009 Digital Outlook: Razorfish

4. 2009 Trends to Watch
1. Social Media will go mainstream
• According to Forrester Research, 75% of
the online population is now engaged in
online social behaviors. Marketers will
count on their customers, more than ever,
to do their marketing for them.
Page: 04
2009 Digital Outlook: Razorfish

5. Advertising Getting Social
• Social media networks
• 215+ million unique visitors each month
• 70 percent coming from MySpace, Facebook alone
U.S. Internet users viewed over 10 billion videos online in the month of
December alone.
The highest TV viewership day of the year, Super Bowl Sunday, has an
estimated 110 million unique U.S.
It's about audience size, not page views or click-through
Page: 05

6. Social: The App Is the New Ad Unit!
Share and
Invite
Friends are
now in the
Ads
Page: 06

7. 2009 Trends to Watch
1. Online ad networks will contract; open ad
exchanges will expand
• There are too many broad networks competing for
the same inventory without differentiators.
• Branded networks will expand (e.g. the Fox
Audience Network)
• Expansion from Ad Exchanges like DoubleClick and
Right Media will increase buying efficiency and
deliver unprecedented transparency.
Page: 07
2009 Digital Outlook: Razorfish

8. 2009 Trends to Watch
1. Mobile will get smaller
• Mobile is still an area of tremendous growth, but the
idea that it will have a “break out year” is passed.
• The “app” will play an important role in the growth
of mobile advertising. (iFood Assistant mobile app
from Kraft)
• GPS functionality and location-based intelligence
will improve content and advertising delivery.
Page: 08
2009 Digital Outlook: Razorfish

9. 2009 Trends to Watch
1. “Portable” and “beyond the browser”
opportunities will create new touchpoints for
brands and content owners
• Advances in smartphones and entertainment devices
have delivered endless on-the-go options for
music, video, social networking, news and email.
• Portable media has also come unhinged from its legacy
devices; music is free from the turntable, broadcast is no
longer limited to TV.
• This will change how we interact with the Web.
Page: 09
2009 Digital Outlook: Razorfish

10. 2009 Trends to Watch
1. Going digital will help TV modernize
• Content providers will launch branded VOD channels,
featuring long form content or t-commerce.
• Social media will influence video (CNN’s social TV
experience on the Web around the inauguration is an
example).
• Alternative television providers like Xbox provide social
communities in the living room around premium content.
Page: 010
2009 Digital Outlook: Razorfish

11. 2008 Vertical Spend
•2008 saw a significant jump in ad
spending in the entertainment
category, and a decline in the health
category.
•Sites with strong video and audio drove
the growth in that category.
•News categories struggled due to
tremendous fragmentation and
traditional media outlets struggling to
establish a similar presence online.
Page: 011
2009 Digital Outlook: Razorfish

12. Influentials’ Online Usage
49% use search every day
Internet activities in last 30 days:
• 88% Email
• 65% Obtained news/current events
• 54% Made purchase personal use
• 47% Paid bills
• 35% Used IM
• 30% Watched online video
• 21% Visited blogs
• 8% Wrote an online blog
Source: MRI Research, Spring 2008; Pew Internet & American Life Project
Page: 012

13. Influentials’ Site Visits
(Site visits in last 30 days)
Social networks: Search Engines:
Youtube.com 27% Google 62%
Myspace.com 17% Yahoo 21%
Facebook.com 10% Microsoft 9%
Information sites: News sites:
Wikipedia.com 27% Yahoo! News 18%
Yellowpages.com 21% CNN.com 17%
Webmd.com 14% MSNBC.com 16%
FoxNews.com 12%
Page: 013
Source: MRI Research, Spring 2008

14. Social Media/Networking Defined
• Use of digital tools for sharing and discussing information and
experience
• Now-dominant ways people interact and experience they
expect
• Social media outlets
• Social networks
• Blogs
• Wikis
• Virtual worlds
• Video and photo sharing sites
• Sharing documents/presentations
• Widgets
• Podcasts/Vodcasts
• Mobile
Page: 014

15. Social Networks
• Online communities that share interests and activities
• 57% of US Internet users have joined a social network
• 17% of influentials visited MySpace in July
Key insights for 2009:
• People expect to find people and interact within social
network
• Growth of targeted / niche social networks
• Social networks replacing search as launching point for
online experience
Source: Universal Mccann International Social Media Research Wave 3, January 2008; MRI
Research
Page: 015

16. Blogs
• Web site with regular entries of commentary or news
• Blogs now considered mainstream media worldwide
o 73% of Internet users have read a blog
o 21% of influentials read at least one blog in July
o 112 million blogs existed at end of 2007
• Special blog search engines such as Tweetscan, Technorati
and Bloglines
Key insight for 2009:
• Micro blogging is changing the nature of conversations
Source: Universal Mccann International Social Media Research Wave 3, January 2008; MRI Research
Page: 016

17. Wikis
• Web pages that allow any user to modify or update content
using simple tools
• Wikipedia is free, open content encyclopedia
• Often top 3 result in searches
• 27% of influentials used Wikipedia in July 2008
Key insights for 2009:
• Growth of specialized reference Wikis
• Sponsorships emerging
Page: 017

18. Virtual Worlds
• Virtual worlds provide computer-based simulated reality for
one-on-one or group interaction
• Examples:
• Second Life
• Massively multiplayer online games
Key insights for 2009:
• Remains to be seen if there will be any real adoption in 2009
• Will this move beyond a “game” experience
Page: 018

19. Podcasts/Vodcasts
• Popularity of iPOD/mobile device has created new
medium of audio and video recordings available for
syndicated download
– Automatic downloads for new content
• 8% of influentials downloaded at least one podcast in
July 2008
• Expectation of regular broadcasting schedule with online
archive
Key insight for 2009:
• Shorter, tighter content updated more frequently via WiFi
Page: 019

20. Video and Photo Sharing
• Spectacular growth of online video and photo sharing
• 30% of influentials watched online video in 2008 and 21%
shared photos via online sites
Key insights for 2009
• Basic expectation that you will provide video and photos that
meet my style/interest
• Speech-to-text and video search engines becoming reality
Sources: Universal Mccann International Social Media Research Wave 3, January 2008; Ipsos Public
Affairs, MRI Research
Page: 020

21. Widgets
• Piece of code that can be simply and easily installed on
web sites without additional coding
• 23% of social network users have installed a widget
• 18% of bloggers have installed applications in their blog
templates
Key insights for 2009:
• Interaction within widget as complete brand and
message experience , without site visit
• Minimal time and experience to create widgets
Source: Universal Mccann International Social Media Research Wave 3, January 2008
Page: 021

22. Mobile Platform
• At least one-half of the planet has a mobile phone. It could
grow to surpass 100% of the planet, as many users have
more than one handset.
Key Insight for 2009:
• Content will be created specifically for the mobile platform, not
just adapted to the platform
• GPS-based apps
• Scannable advertising
Page: 022

23. Search
• People start their explorations with search
• 49% use search every day
• 12 billion searches in July 2008
• Little notice or use beyond the first page (maybe second) of
search results
• 2 different types: paid and “organic” search
Source: ComScore July 2008
Page: 023

24. Search Engine Marketing
“Organic” Search Paid Search (Pay per click)
•Rapid Deployment
Cost/ High Return
Low
•Long-Term results •Scalable
•Targeted/Relevant Traffic •Real-time Results
•Increased Brand Visibility •Pay for Performance
•Better site •Micro Targeting Capabilities
accessibility/usability 24

25. The death of display?
• Is wildly exaggerated.
• 51% of Internet users do NOT start the experience with
search.
• Increased average time on site metrics make display a
branding must in any media mix.
Source: ComScore July 2008
Page: 025

26. 2009 Online Media Usage Profile
Media Response
Time of Day Event Online Action
8:00a Wake Up Display/Mobile
10:00a Catch Up Social/ Email
12:00p Browse Social/ Search/Display
2:00p Bored/research Social/ Search/Display
4:00p COB/Dinner Search/ Display/Mobile
8:00p Follow Up Email/Display
Page: 026

27. Moving beyond the “click”
• Navigate ads like web pages
• In-Page Engagement with
“edutainment” focus
• Interaction tracking
Page: 027

28. The “New” Online Advertising Landscape
Social Networks
-Current US advertising spend $73MM
- 20% increase in allocation of spend expected in 09
Blogs
-Over 57 million Americans read blogs every day
-Blog readers average 23 hours online a week
Digital Billboards
-Out-of-home (ooh) is the 2nd fastest growing segment behind search.
-Target relevant consumers close to purchase decisions/actions
Google TV/ Radio
- Buy online, display offline. Integrated campaign management.
- Bidding model = Significantly cheaper than traditional placement.
Page: 028

29. Email Marketing
• What is it?
• Sending emails to our current list
• Sending emails to rented or purchased lists
• Sponsoring or including ads or content in 3rd party emails
• Use list broker to examine rental/purchase opportunities
• Email ad spending is expected to jump 37% in the next 3
years, from $492 mil to $6771
1Source eMarketer, Social Media and E-Mail Spending to Rise Page: 029

30. Email Marketing (continued)
Advantages
• Precise targeting
• Granular activity measurement
• Opportunity to push content
• Sign up new subscribers and encourage action
Disadvantages
• Calculating ROI
• Substantial list turnover
• Can’t control content when advertise on 3rd party emails
• Rented or purchased lists may not contain “good leads”
Page: 030

31. Four Features Worth Your Attention
Page: 031

32. Final Word….
– We must catch up with our customers. Our customers are
adapting emerging technology and becoming influence
leaders, we need them to help us with our marketing. They
must trust us and feel connected to our brands like never
before.
– While 2009 will continue to be a tough year for business,
those that evolve and embrace new distribution channels
and emerging technology will thrive.
Page: 032

33. For a detailed media analysis of your
brand, contact us!
Broad Street Interactive
3112 Windsor Road, Suite 231
Austin, Texas 78701
512.275.6227
www.broadstreetinteractive.com
(e) publishers@broadstreetinteractive.com