The document summarizes trends in digital marketing and advertising over the last 150 days and what may happen in the next 150 days. It discusses how advertising spots are evolving beyond 30 seconds, how publishing is changing with more opportunities but also more competition, whether Twitter is still effective with issues of spam and noise, if tablets will replace laptops, and how mobile usage is spreading widely including among older generations. It concludes that the future will involve agile innovation, integrated technology, and value for both brands and consumers.

1. v27
TRENDING THE FUTURE
The last 150 days & the next 150 days in the world of digital marketing & advertising.
02.18.11
www.space150.com
Monday, February 21, 2011

2. v27
Digital technology is not killing our social lives.
It’s changing the world for the better.
Or is it?
Over the last 150 days, digital technology has seen some
growing pains.
Monday, February 21, 2011

3. v27
The 30-second Spot :: How will it evolve?
Publishing :: Who is your real competition?
Twitter :: Does it work?
Group Buying :: Who will prevail?
Tablets :: Fad or death of the laptop?
Mobile :: Does your grandma have a smartphone?
Monday, February 21, 2011

4. v27
THE 30-SECOND SPOT:
HOW WILL IT EVOLVE?
Monday, February 21, 2011

5. The Old Spice Man campaign was the pioneer of life beyond 30-seconds. Over a
year later, he’s still going strong and back for round 3.
Monday, February 21, 2011

6. Mercedes organized a “tweet race” to the Super Bowl fueled not by gas, but by
the tweets of people following along and leading up to the TV spot.
Monday, February 21, 2011

7. Doritos has been doing “Crash the Super Bowl” for years now, but this year they
partnered with Pepsi to take it to a new level of buzz before and after the game.
Monday, February 21, 2011

8. Volkswagen leaked their Super Bowl spots the Friday before the game and took
home top ratings as the most likeable ads during the game.
Monday, February 21, 2011

9. Glee: Gleeking into every nook and cranny of American media and culture through
iTunes, live shows, magazine covers, product placement, and a Super Bowl ad.
Monday, February 21, 2011

10. v27
FORMAT MAY
CHANGE, BUT SHORT
VIDEO MESSAGES
WON’T GO AWAY.
Monday, February 21, 2011

11. ROCK THE
v27
BEFORE &
FOR THE FUTURE:
AFTER OR
DON’T EVEN
SHOW UP TO
Monday, February 21, 2011
THE GAME.

12. v27
PUBLISHING:
WHO IS YOUR REAL
COMPETITION?
Monday, February 21, 2011

13. The nature of the internet is cheap publishing - openly available to all.
Monday, February 21, 2011

14. It used to be that to publish a book, you needed a publishing deal or
a ton of money.
Monday, February 21, 2011

15. Seth Godin’s Domino Project is breaking down the barriers of traditional publishing
- getting quality ideas to more people, more quickly, by cutting out the middleman.
Monday, February 21, 2011

16. Amazon now sells 115 E-Books for every 100 paperbacks. With the proliferation
of mobile technology, the way we distribute content will continue to evolve.
Monday, February 21, 2011

17. The Mac and Chrome app stores have launched, making it easy for anyone to publish
new software ideas or download the applications without physical distribution.
Monday, February 21, 2011

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BOLD IDEAS ARE THE
REAL COMPETITION.
Monday, February 21, 2011

19. v27
THE MOST
FOR THE FUTURE:
AGILE
INNOVATORS
WILL WIN.
Monday, February 21, 2011

20. v27
TWITTER:
DOES IT WORK?
Monday, February 21, 2011

21. Digital spam is becoming a bigger issue on Twitter. The signal to noise ratio is
starting to exceed people’s tolerance.
Monday, February 21, 2011

22. John Mayer left 3.7 million followers behind when he
quit Twitter in favor of Tumblr.
“no artwork created by someone with a healthy grasp of social media
thus far has proven to be anything other than disposable.”
-John Mayer
Monday, February 21, 2011

23. v27
Digital Death showed that we may overestimate the popularity of celebrities in
social media and what their fans would be willing to pay to get them back.
Monday, February 21, 2011

24. $#*! My Dad Says went from Twitter to broadcast. An interesting phenomenon,
but ratings show it’s on the verge of cancellation.
Monday, February 21, 2011

25. The Old Spice “Smell Like a Man, Man” campaign helped Old Spice become the
number one selling men’s deodorant in America.
Monday, February 21, 2011

26. After some positive tweets from 50 Cent about the stock of his company, H&H
Imports, the stock soared 240% driving the company value up $50 million.
Monday, February 21, 2011

27. Besides just being a brilliant media buy, #demandaljazeera showed us the real
power of Twitter to connect the world in real-time.
Monday, February 21, 2011

28. v27
TWITTER IS NOT A
SOCIAL NETWORK.
IT’S AN INFORMATION
NETWORK.
Monday, February 21, 2011

29. v27
START
THINKING
FOR THE FUTURE:
DIFFERENTLY
ABOUT
TWITTER.
Monday, February 21, 2011

30. v27
TABLETS:
FAD OR DEATH OF THE
LAPTOP?
Monday, February 21, 2011

31. The iPad’s sales have outpaced iPhone initial-year sales. The iPhone has been
around since 2007, and it’s certainly not going anywhere.
Monday, February 21, 2011

32. The BlackBerry PlayBook will be the device that brings tablets to corporate
America, but greater success will depend on it’s appeal to non-BlackBerry users.
Monday, February 21, 2011

33. Sink or swim, every manufacturer is jumping on the tablet bandwagon. We’re
past the early adoption phase. The early majority arrived at Christmas.
Monday, February 21, 2011

34. Will E-Readers stay relevant as tablet prices drop? Will the lines between E-Readers
and tablets continue to blur or will innovation diverge? We can’t be sure.
Monday, February 21, 2011

35. What we do know is: the demand for laptops is still big and they do lots of things
that tablets just aren’t made for. Don’t give up on them yet.
Monday, February 21, 2011

36. v27
THERE IS NOW A
DIFFERENT DEVICE
FOR EVERY PART OF
YOUR DAY.
Monday, February 21, 2011

37. v27
TABLETS ARE
FOR THE FUTURE:
HERE TO
STAY.
Monday, February 21, 2011

38. v27
MOBILE:
DOES YOUR GRANDMA
HAVE A SMARTPHONE?
Monday, February 21, 2011

39. v27
91% of Americans use
cell phones.
http://arstechnica.com/telecom/news/2010/03/wireless-survey-91-of-americans-have-cell-phones.ars
Monday, February 21, 2011

40. THAT MEANS YOUR
Monday, February 21, 2011
GRANDMA HAS ONE.

41. AND YOUR BABY.
Monday, February 21, 2011

42. v27
By Christmas 2011,
1 in 2 Americans will
have a SmartPhone.
http://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011/
Monday, February 21, 2011

43. v27
There are roughly 37.5
million grandmas in the
United States.
Monday, February 21, 2011

44. v27
That’s at least 18.75
million grandmas with
SmartPhones by
Christmas.
Monday, February 21, 2011

45. v27
More people, more devices.
What about the 27% of Americans who
already have a smartphone?
Monday, February 21, 2011

46. v27
Remember that old joke?
YOUR REFRIGERATOR
IS RUNNING...
Monday, February 21, 2011

47. v27
IT JUST
STARTED.
Monday, February 21, 2011

48. Mobile is now more than one device, it’s digital functionality like “smart” appliances,
augmented reality and physical functionality that connect with our lives and devices.
Monday, February 21, 2011

49. v27
Mobile isn’t just in American homes. It’s larger than
that, shaping culture and the world as we know it.
At home and abroad.
Monday, February 21, 2011

50. v27
6 in 10 people around
the world now have a
mobile phone.
http://www.usatoday.com/tech/news/2009-03-02-un-digital_N.htm
Monday, February 21, 2011

51. EGYPT WAS A
GLOBAL
LANDMARK
OF MOBILE
ACTIVISM.
Monday, February 21, 2011

52. v27
MOBILE. EVERYONE.
EVERYWHERE. IT’S
BECOMING A PART OF
OUR DNA.
Monday, February 21, 2011

53. v27
NOT THINKING MOBILE?
YOU’RE BEHIND.
Monday, February 21, 2011

54. v27
FOR THE FUTURE:
MOBILE
EVERYTHING.
Monday, February 21, 2011

55. v27
THE FUTURE
Monday, February 21, 2011

56. v27
The future will be about...
Agile Innovation
Transforming the way we interact with information and our environment
Value for both brand and consumer
Truly integrated technology
Monday, February 21, 2011

57. v27
THIS IS PROGRESS. THE FUTURE a
We Are Here
Time
Monday, February 21, 2011

58. v27
THANKS
Monday, February 21, 2011

59. v27
NICOLE NEWVILLE JAKE SZYMANSKI
VP Brand & Media Planning Associate Brand Planner
space150 space150
nicole.newville@space150.com jake.szymanski@space150.com
www.space150.com
Monday, February 21, 2011