digital vision Mohamed ElSayad General Manager MSN Arabia, Maghreb & Pakistan

Source: Internet World Stats July million users in Latin America/Caribbean 251 million users in North America 54 million users in Africa 393 million users in Europe 657 million users in Asia 45 million users in the Middle East 21 million users In Oceania/Australia Internet: over 1.5 billion users

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 ,000 55,000 voter registration forms 350, ,000+ content downloads

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

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

The ONLY constant is Change!

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 “ ”

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

NAVIGATING digital possibilities in turbulent times

“Companies that increase marketing spend in recession recover three times faster in ‘normal’ times” Ogilvy – Maximising Marketing spend in a recession Brands that invest in innovative marketing strategies can maximise share gains to take advantage of weaker competitors.

With the consumer in control, creating engagement is all about dialogue, entertainment and giving value. The human passion for sharing experiences is finding new expression through digital media. With the consumer in control, creating engagement is all about dialogue, entertainment and giving value. The human passion for sharing experiences is finding new expression through digital media.

The cry for creativity

Branded "applets" Messenger games, Live gadgets, Facebook gadgets… Adver-tainment Branded entertainment content Branded entertainment Full bespoke experiences including environment development, content production and portal traffic plan Rich media specials ‘never seen before’ executions Branded content Editorial coproduced with publisher Integrated scenarios Mix between all previous creative with added bonding elements, i.e. a hosted microsite Experience matters

Targeting is more important than ever

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

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

Thank you!