1. digital vision

2. The changing landscape ‘ 09 ad spend to fall by 0.2% TV + 0.5% Newspapers -3.8% Internet +9.5% Source: WPP/Group M Advertising Forecast, December 2008 55,000 55,000 voter registration forms 350,000+ 350,000+ content downloads

3. Print Radio Media 90 years ago Media 60 years ago Print TV Radio Print Broadcast and cable TV Radio Media 30 years ago Media 10 years ago Print Broadcast and cable TV Radio Digital: banners and text Media yesterday Broadcast and cable TV Print Radio Display Video Text links Micro-sites Rich media In-game ads Social networking IPTV Mobile ads Ad-funded apps Media today & tomorrow Broadcast and IPTV Print and reusable paper Broadcast and digital radio Display Video advertising Text links Micro-sites Rich media In-game ads Social networking IPTV Mobile ads Ad-funded apps User generated Video advertising Pre-roll Micro-sites Rich media Interactive video Digital product placement 5 second spot Mobile video ads Ad-funded OS Portable media ads

4. The audience is still watching. 35% of European Internet users feel lost without their Internet access, only 27% say the same about Television But where and when?

5. HU: Ad spend per media Source: Zenith Optimedia Dec2008, figures are USD$. The pie charts are using 2009 figures.

6. research suggests that we are exposed to over 600 ads a day just through the traditional media of TV, radio and newspaper alone. isolation ; Individual mediums no longer operate in “Our Rising Ad Dosage: It’s Not as Oppressive as Some Think,” Media Matters, February 15, 2007 “ ”

7. HU: Ad spend vs. time used Ad spend source: Zenith Optimedia Dec2008, figures are USD$ EIAA Mediascope Europe 2008 % Time Used.

8. HU: Total Ad spend Source: Zenith Optimedia Dec2008, figures are USD$

9. It’s the same game, with new rules “The role of advertising is to link consumers to products, brands & services…” Nigel Morris CEO Isobar Worldwide

10. NAVIGATING digital possibilities

11. 16%* of all time spent online in Europe is spent on Microsoft’s web properties & services Globally we’ve brought Windows to more than 20 million mobile phones MSN is the No.1 portal across Europe* 2 in 3 Source: *comScore European Monthly Average for Q4 2008 2 in 3 European adults online can be reached via Microsoft’s web properties & services

12. Targeting is more important than ever

14. for the first time the consumer is boss, which is fascinating, scary and terrifying “ ” Kevin Roberts CEO, Saatchi & Saatchi because everything we used to know will no longer work

15. Games console Print Mobile POS Radio Search IPTV TV Kiosks In store Web IM Call centre

16. Mass-media age Social-media age Pre-media age Source: Universal McCann – Next Thing Now – Wave 3 “When did we start talking to strangers?” Sep 2008 Channel your influence

17. What does it mean for you? Source: Universal McCann – Next Thing Now – Wave 3 “When did we start talking to strangers?” Sep 2008

18. Mars Messenger Campaign

19. Homepage 35,000 emails captured in one single day!! 10% of users played the game 60% played more than once 18% interacted with IM banners Brand exposure 10x more in IM then on homepage Mars UK – Run-of-Network © 2008 Eyeblaster. All rights reserved Login MPUSynchronisedMessenger

20. The cry for creativity

21. Branded entertainment is evolving

22. Accountability is a shared responsibility Rob Norman – Global CEO, GroupM Interaction “People will be less enthused about impressions and more enthused about outcomes ” Rob Norman – Global CEO, GroupM Interaction

23. Technology can transform advertising 3) Sales Tools Microsoft Media Network 1) Agency Tools Advertisers & Agencies 2) Data warehouse 4) Media & Ad Formats V. Ad Networks/ Exchanges The result: Greater campaign efficiency Ad relevance Increased ROI Unique creative carries story across all channels and devices Access to global digital consumers wherever they are Clear customer view with targeting and campaign optimisation Deep customer insight ensures the ad delivered is relevant

24. The best way to predict the future is to invent it Allen Kay (Technology Guru) “ ”

25. Ecosystem of the future? It will be an ecosystem built to inspire ideas.” Laura Desmond, CEO Starcom MediaVest Source: Laura Desomd, CEO Starcom MediaVest, The Agency of the Future, Contagious, Q3 2008 “The agency of the future....will be a bundle of moving parts, open source collaborations and unexpected partnerships It will be obsessed with people : employees, clients and consumers

26. Is the future digital?

27. brian.kealy@microsoft.com