2011数字媒体-新媒体趋势_Emarketer.pdfVIP

Presented By: Noah Elkin Key Digital Debra Aho Williamson David Hallerman Trends for 2011 Principal Analysts, Sponsored by: eMarketer, Inc. 7 Trends for 2011 Trend 1: Apps Invade All Platforms Trend 2: Content Consumption Convergence Trend 3: Location, Location, Location Trend 4: Social Gets Its Share of Marketing Dollars Trend 5: Real-Time Bidding Trend 6: Targeting Audiences vs. Content Trend 7: Online Privacy Debate Heats Up Trend #1 Apps Invade All Platforms Noah Elkin Principal Analyst, eMarketer, Inc. @noahelkin We’re accustomed to using apps on mobile devices Source: Distimo, Dec 2010 Next phase in evolution: apps go everywhere — mobile, desktop, TV Trend #2 Content Consumption Convergence Consumers engage seamlessly with content across multiple platforms Twitter: #eMwebinar Exploit unique characteristics each platform offers… Source: Rhythm NewMedia, “Q3 2010 Mobile Video Advertising Report” …and pay close attention to the way devices and context increase the appeal of advertising Trend #3 Location, Location, Location Social networks are increasingly the conduit for mobile communication Mobile social network usage will more than double between 2010 and 2015 Twitter: #eMwebinar Location- based services have surged but aren’t yet mainstream Checking in motivated by prospect of value exchange: obtaining useful information and finding deals Marketer spending around location is starting to ramp up Trend #4 Socia