Trends Online - The Digital Outlook Report 2009

Each year Razorfish, an interactive marketing company, publishes its “Digital Outlook Report.”  The report is very interesting for anyone who is interested in making a living from the internet.

The first section identifies the key trends to watch over the coming year before examining them in greater depth.  They are:-

Trends to Watch

1.    Advertisers will turn to “measurability” and “differentiation”
in the recession.

2.   Search will not be immune to the impact of the economy.

3.   Social Influence Marketing will go mainstream.

4.   Online ad networks will contract; open ad exchanges will expand.

5.   This year, mobile will get smarter.

6.   Research and measurement will enter the digital age.

7.   “Portable” and “beyond-the-browser” opportunities will create new touch points for brands and content owners.

8.    Going digital will help TV modernize.

Whilst the document is overly long at 180+ pages and does offer a very US centric view, it is definitely worth a look.  Get your copy from this link:-  Razorfish : Digital Outlook Report 2009

MySpace contemplate life after Google?

News that Google may end their search deal with MySpace will be adding to the concerns of the social networking scene.  The three and half year deal is reportedly worth $900M and it is proving very hard for Google to make money, even with their dominance of the PPC advertising market.  This news comes hot-on-the-heals of News Corps reported Q2 loss in its Fox Interactive Group.   MySpace is thought to bring in the majority of the revenues coming in from Fox Interactive. Here is what they had to say on the issue: “Fox Interactive revenues: $226 million revenues.  Down due to reduced subs at IGN. Search and advertising were similar to a year ago.  Costs were MySpace Music and international expansion”.  Overall the entire division lost $38million.

If Google pulls out, MySpace will become a significant drain on Fox as the shine seems to be coming off Social Networking as users begin to wake up to the many privacy issues that exist and how their personal information may be being exploited without their explicit permission.

As for Google, well Barclays' analyst Doug Anmuth stated that:-

“Google no longer sees the need to win distribution at any cost, and we also think it is internally re-evaluating its relationship with MySpace which includes $900 million in payments in the 3.5 year term leading up to mid-2010.  Importantly we do not believe Google would lose share as a result of this shift”.

With such a ringing endorsement from a “Banker”, I am sure that Larry and Sergey can rest easy……….