In spite of the massive size already, the switch to search engine marketing continues, with high emphasis on both paid-for clicks and position in natural search results
Video and television migrate
A rapid increase in the volume of video content online as key demographic groups migrate to web-based viewing rather than traditional television; within this mobile will play a significant role as new generation handsets roll out
Smarter social media marketing
Strong migration away from classic advertising to smarter and more engaging social media formats from branded content to sponsorships and social applications
Mobile web arrives (and this time it's for real!)
After the false promises of WAP, mobile portals and first generation mobile broadband, the new generation phones and apps stores finally unlock the long awaited step-change in the use of mobile content, mobile web, mobile social media and geo-location based advertising
Affiliates evolve
Individuals becoming affiliates within expanded affiliate and social networks
Ad-effectiveness falls
Continued erosion in advertising effectiveness as consumers become even more adept at ad avoidance
Retail consolidation and structural change
The natural consolidation of a cluttered retail market with fewer, more globalised stores and strategies
Classified migration
Completion of the migration process to a stable level where 85% of classified volumes are web-based
Analytics-driven pricing
Widespread adoption of more effective trading mechanisms based on the real and long term value of leads
Auction based trading and transparent pricing models
The structural change triggered by Google's self-service and auction models will finally spill over into the wider online media market, with highly transparent pricing and a critical mass of auction-based trading platforms
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