Emerging Media Trends: <br />Managing
the Hype<br />October 2009<br />

The <br />Delvinia<br />Group of
<br />Companies<br />

More <br />ShinyObjects<br />

1. Speed of Influence<br />[brand
advocate, content sharing]<br />

“The most important word on
the<br />Internet is not search. <br />The most important word on the Internet is share.”<br />@HughMcLeod | GapingVoid<br />

How often Canadians share content
they <br />find online with friends.<br />

“Snackable” Content<br />

Sharable Offers<br />

“What do you do when
customers <br />(with a million followers) <br />attack!?”<br />@RandyMatheson | Delvinia<br />

2. Harnessing the Crowd<br />[co-creation,
crowdsourcing]<br />

“Idol was a vehicle to
launch records.”<br />@SimonCowell<br />

Contest Driven<br />

Crowdcasting<br />

48 employees moderating<br />

3. Look Mom, No Wires<br
/>[portable platforms, the cloud]<br />

“1 in 5 households intend
to cut their landlines in the next 5 years.” <br />Source: IPG Emerging Media Lab Report 2009<br />

Untethered Lifestyle<br />

87% currently own a <br
/>mobile device<br />72% use their <br />camera feature<br />31% play games<br />

Bar Code Readers<br />

Image Recognition<br />

SMS & MMS<br />

4. Location, Location, Location<br />[location-based
services, location aware, proximity marketing]<br />

“Search solved a big part
of the what problem -- helping you find what you&apos;re looking for. <br />Social networking came in and offered up a who filter. <br />Now we&apos;re looking at the where.” <br />@AbbeyKlaassen | Adage<br />

Proximity Marketing<br />

Location Aware ‘Ads’<br />

Location Aware ‘Events’<br />

Location-Based Services (LBS)<br />

5. Mixed Reality<br />[augmented reality,
virtual worlds]<br />

“People will not interface with
flat digital spaces as they are designed today … <br />fluid touch and three dimensional design will be embedded into peoples lives everywhere.” <br />@me<br />

Augmented Packaging<br />

Virtual Sampling<br />

Augmented Mobile Apps<br />

Augmented Mobile Apps<br />

Managing the<br />Hype<br />

Source: Gartner Hype Cycle<br />

Don’t ask What, <br />Ask
Why<br />Privacy<br />Be Realistic<br />Mitigate Risk<br />Manage Expectations<br />

How do I know which
emerging platform best suits my strategy?<br />Many of these platforms are brand new … how do I establish measurable goals?<br />How do I prepare my team to deal with emerging media platforms?<br />

How do I know which
emerging platform best suits my strategy?<br />Many of these platforms are brand new … how do I establish measurable goals?<br />How do I prepare my team to deal with emerging media platforms?<br />

How do I know which
emerging platform best suits my strategy?<br />Many of these platforms are brand new … how do I establish measurable goals?<br />How do I prepare my team to deal with emerging media platforms?<br />

How do I know which
emerging platform best suits my strategy?<br />Many of these platforms are brand new … how do I establish measurable goals?<br />How do I prepare my team to deal with emerging media platforms?<br />

“These trends are NOT killing
marketing. They are simply changing its role.”<br />“Advertising is now less about reach and less about changing attitudes but about more engaging experiences, which leverage new digital capabilities to deliver value to the audiences that interact with them.”<br />@JeremyLockhorn<br />

Thank-you!<br />Steve Mast<br />Vice President,
Managing Director<br />Delvinia Interactive<br />T. 416.779.4149<br />E. smast@delvinia.com<br />Twitter. @stevemast<br />Web. delvinia.com<br />Blog. delvinia.com/diseases<br />