The document discusses predictions for 2012 regarding media, technology, and marketing trends. It predicts that online will remain an inferior medium to television, that non-spot advertising will grow larger than traditional television spots, and that television will no longer be the primary way to build brand awareness. It also predicts that artificial intelligence will become important, that the Netherlands is too small for structural media innovation, and that only e-commerce activities of companies will grow. Finally, it predicts that marketing needs to move beyond big ideas, that the second screen of mobile devices will surpass television, and that noticeable ads will shift to more meaningful information.