No name

1
????? ????????? ??????????? ?? ????? ????????
????? ? ?????? ? ???? ????? ?? ??????
????????? ?? ?????????? ???? ??? ??????
??????????? ??????

• ????? ??????
• ??????????? ???????? ????????????? GAMELAND,
• ???? ?????? ??????????

??????? 2008
2
??????????? ?????????

• ?????????, ???????????? ???????????? ???? - 2.
• early adopters, ?????????????? ??? ????, - ??
  ????? 14
• ?????? ??????? ??? ?????????? ???? ?????

3
????????? ??????????

• ??????????? ????????? ?????????? ? ??????????,
  ??????
• IAB USA
• IAB EUROPE
• PricewaterhouseCoopers LLP
• E-marketer
• Forrester research
• ?????? ??????? ? ?????????? ? ?????????
• ?? ???????? ? ?? ?????? ?????? (AOL, Intersol
  ltd,)
• ?????????? ? ??????????? ? ?.?.

4
?????? ??????

• ??????????? ????????? ?????????? ? ??????????,
  ??????

5
Is Digital Advertising in Crisis? - No!

• Online advertising revenues reached almost 5.9
  billion in the third quarter, an 11 percent
  increase for the same period last year, according
  to the Interactive Advertising Bureau.
• The third quarter numbers increased the yearly
  revenue total to 17.3 billion, up from 15.2
  billion at this point in 2007. But while
  year-over-year growth is strong, the numbers grew
  very little between the second and third quarters
  this year. According to the IAB, the third
  quarter numbers were only 2 percent higher than
  those from Q2, and the drop off in growth is a
  result of the poor economy. (IAB)

????? ?????
6
????? ????????? ???? ????????? ???????? ????????
?????
7
????? ????????? Pricing Model
8
Exponential Growth of Social Networking sites
ROMIR Monitoring
- Morgan Stanleys Internet Trends Report, March
2008
????? ???????? ?? ??????? ??????????? ???????? ?
????????????
9
Converging media- Internet, TV, mobile platforms

• TV can now be watched online (IPTV and iTV) and
  on mobiles
• - Livestation.com
• Hulu.com
• Nokia enabling their smart phones to stream TV
• kangaroo/tv
• BBCworldwide ? Channel 4 ???? ?? ????? ???????
  ???????? ?????-??-?????? ? ????????? ? ????,
  ?????????? ? ????? ??????????
• Internet coming to TV?
• Set-top boxes converging tech that combines
  on-demand TV/Film, Internet connection and
  e-commerce via TV
• Amazon.com together with TiVOs set-top box
  helping to revolutione TV and e-commerce allow
  viewers to buy products they see on TV.
• Netflixs new TV set-top box that links to online
  account to buy movies
• Apple TV set top box connects to iTunes store to
  buy movies, videos, and t.v. shows.

????? ???????? ????????????
10
New tech trends- creating digital media
opportunities

• Widgets and micro applications on open source
  platforms (iPhone apps, Google Android, Firefox
  toolbar, desktops, etc) these features introduce
  free, easy, and quick access to information,
  entertainment and increasingly, e-commerce (e.g.
  Amazon.com application for iPhone)
• WiMax, WiFi, 4G, technologies will increase
  bandwidth and capacity for computers and mobiles
  this will allow for more and faster downloads,
  uploads, and video-streaming speeds across large
  geographic regions.

11
?????? ?????? ?????????? ??????????

• ????????????? ??????????, ?????????/?????????????
  ??????

12
????????

• ?????????? ????? ????? ? ???????????? ?
  ??????????????? (?????????????? ?????)
• ????? ??????? ??????? ????????????? ????? ?
  ??????? (????? ????????????, ?????? ???????
  ????????)
• ????? ????? ?? ??????? ??????, ?????? ?????????
  ?????????? ?? ????????? ???? ? ?? ??? ????
  ????????
• ???????????? ??????? ? ???????? ???????????? ?
  ?????????????? ????????

13
????????

• ????? ??????????? ?? ????? ??????? ????????
• ?????????? ?? ????? ???????????? ?????????????
  ? ?????????
• ??????? ?????????? ? ???????? ??? ???? (????
  ??????? ??? ???????)

14
???..???????? ???????
15
Web 2.0 - Social networking sites

• Facebook Connect Google Friend Connect
  allow end-user to use their saved social
  networking identity to be used to enter other
  sites.
• ??. ???? ????? ???????

????? ??????? ???????? ? ???????????????
???????????? ?????????? ?????
16
Web 2.0 - Social networking sites

• Peer-to-Peer networks Legal p2p networks (e.g.
  Pando.com) will allow online exchange of
  streaming media (information and entertainment)
  between community members
• "Peer-to-peer has entered the mainstream...It's
  a very efficient distribution technology. But it
  has to be managed, and that's what needs to be
  figured out." --Cynthia Brumfield, Emerging Media
  Dynamics

????? ??????? ???????? ? ???????????????
???????????? ?????????? ?????
17
Web 2.0 - Social networking sites

• A second look at Second Life
• Use of Second Life is nowhere near leveling
  out. In the last month the LindeX currency
  exchange saw record-breaking levels of trade in
  Linden Dollars, hitting 120m Linden Dollars on
  just one day in August alone. There's no credit
  crunch in Second Life!
• Second Life has a wide variety of use
  cases on the Second Life grid and a far greater
  level of resident engagement. All the signs are
  good. - Mark Kingdon, Linden Lab CEO
• ????? ??????-?????? ??????-???
• ? 2007 ???? Gartner ?????? ???????, ????????
  ???????? ? ????? 2011 ???? 80 ????????
  ????????-????????????? ????? ????? ??????
  ?????, ?? ?????? ????????????? ? Second Life.

????? ????????????? ????????????, ???????????
?????
18
Web 2.0 - Social networking sites
????? ????????????? ????????????, ???????????
?????
19
Web 2.0 - Social networking sites
????? ????????????? ????????????, ???????????
?????
20
??? ???????..

• ????????????? ??????????? ??????
• ? ?????????? ??? ??????..
• ?????????????? ?????????? ??? ?????????
  ????

21
The End
22
IAB Europe Public Affairs - Protecting your
freedom to advertise

•  Our team provides
• A route to pass your feedback to the European
  Commission and the European Parliament
• Summaries of complicated European political
  debates so that you can quickly take a commercial
  view
• Regular briefings on current issues
• The opportunity to have direct participation in
  the decision-making proces
• A tracking service that you can use to brief your
  own legal teams
• A partnership process for helping you get more
  value from your own lobby staff
• Always-alert campaign services to address the
  next legislative challenge
• Advice on possible action to be taken 
• Active engagement and coalition building with
  other stakeholders in the industry
• Event organisation and awareness training.

????? ???????? ???????????-????????????? ???????
?????????? ???????? ??????????
23
????????? ????????

• ??????-????????????? ??????
• ? ?????? ??????? ????????? -
• ?????? ? ???????????? ?? ????
• ???????? ??????????

24
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