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Not to leave anyone out, here’s Part 2 of our big reveal. As you read last week, almost all of our predictions came true for 2010. Today’s installment demonstrates that even if our predictions didn’t completely come true, we weren’t that far off!
In the United States, mobile couponing is emerging in three ways: 1. Through text messages, which is most common. Consumers text in a short code and receive a coupon in return. 2. Through an MMS message in a multimedia format. This less-widely supported method sends a two-dimensional bar code with an image, logo or brand in a barcode to be redeemed when scanned in store. 3. The least common example is web-based fulfillment where the coupons appear on mobile websites. Combined, these forms of mobile couponing are taking off in a way that mobile advertising hasn’t yet.
Helen O’Rourke, Media Buyer

RIGHT: Just as I thought! Mobile couponing took off in 2010. reported that it had more than 1 million downloads of its Android and iPhone apps.

With more and more people getting their information online—or on their cell phone—we’re going to continue to see even more of an emphasis on copy that works harder, from both a straight communications and an SEO perspective. We’re definitely in the era of “less is more”—there’s no time (or space) for fluff.
Barbara Esposito, Copy Chief

RIGHT: I was right on the money. We spent more time researching messaging strategies, fine-tuning keyword lists, counting characters and cutting extraneous copy than ever before.

We won’t see revolutionary design trends for 2010, more like evolutionary. With the consumers’ need for speed, the message will become the driving force, which will be difficult for hardcore design studios to swallow. With newspapers being reduced to newsletters and magazines being removed from the stands, we will see a shift in web design that follows a more magazine-like feel, with articles that are concise and to the point with splashes of color that guide the eye.
—Ron Dylnicki, Senior Art Director

RIGHT: Well, here we are, a year later and hopefully a little smarter but most likely a bit socially overloaded. A year ago, I said the message would be the driving force, and design might play a supporting role. With people becoming increasingly more social, we saw the need to cut through the clutter.

This year saw an introduction of new banner ad sizes and that will continue in 2010. In addition to more prominent ad sizes, watch for ad formats to deliver more in-depth product information. Product preview and inventory data-based banners, for example, are allowing consumers to check the availability of an automobile or the size of a pair of jeans within the confines of a display ad.
—Neil Esposito, Associate Creative Director

WRONG: My prediction for 2010 was that there would be an emphasis on new ad sizes which deliver more in-depth product information. Although this trend did exist, it didn’t play that big of a role in shaping the internet and how people experience the web.  

Ad space sales will begin to rebound in the coming months, especially as we head into 2010. In the meantime, advertisers will make more of the space by creating highly targeted campaigns. Outdoor (out-of-home) advertising options, including but not limited to, billboards, vehicle wraps, table clings and street teams, will gain market share as they continue to be one of the best ways to reach people as they go about their daily lives.
—Henry Luhmann, Director of Production Services

MOSTLY RIGHT: Ad space sales IS rebounding, albeit slowly. PricewaterhouseCoopers reports that 2010 spending dropped 7% compared to a 21% tumble in 2009. Out-of-home advertising continues to gain market share as an affordable and effective way to reach people as they go about their daily lives.

Since the internet and social media are where the major shift in advertising is heading (or is already there), I think newspapers and magazines will continue to be hit hard. I wouldn’t be surprised if many publications disappear.
Rita O’Connor, Media Coordinator

RIGHT: 2010 proved to be a year where newspaper and magazines were definitely hit hard. Many closed, while others became online publications only.

I believe there will be more direct mail with intricate personalization for each mailing. The mailings will be smaller, but deliver a much more successful response because of the personalization.
-Rob Williams, Data Systems Manager

RIGHT: Many companies have used this method with great success. Smaller quantities have yielded great results with intricate personalization.

Direct mail is not dead! A recent study by the Direct Marketing Association found that nearly 70 percent of consumers prefer to receive announcements and information on new products from companies they are familiar with via conventional mail. Successful mail must be a direct, targeted, person-to-person communication.
Sallianne Nicholls, Director of Mail Services

RIGHT: Based on my mailbox and feedback that my associates/colleagues have shared, my prediction was on target, and direct mail experts must agree based on their growth forecast for 2011.

AJAX (asynchronous JavaScript and XML) will become a predominant web technology and significantly improve the user-interface of new sites; more devices will be internet-enabled and controlling your home system via the Internet will become more common; more applications will be developed to run on the web in lieu of the desktop.
—Robert Harrison, Director of Interactive Services

RIGHT: The new Google instant results pages is one example of how AJAX affects most everyone on a daily basis; setting your DVR to record shows via the Internet has become a hot item and will expand to much more home control in the next several years; and as evidenced by the explosion of apps for smartphones and iPods, a great deal of processing is being done on internet servers that return results to local devices.

Augmented Reality (know as AR) is ready for prime time in 2010. Many people have already experienced AR on a fall Sunday afternoon—that little yellow line that helps you know just how for your favorite football team needs to go to get a first down is one of the most widely used (and simplistic) examples of AR. With the furiously growing segment of smart phones enabled with GPS, video capabilities and faster and faster processors, AR will soon become the new way people perform local searches. Why look at a flat map when you can look around and see what is around you, how far it is, and the best route to take to get there? With more and more laptops being cranked out with webcams as a standard feature and visual recognition software starting to come of age, along with the successful porting of AR to the Adobe Flash platform, we could start to see entire websites that are AR enabled, or at least offer the option to interact with an entire site via AR.
—Jay Eckert, Interactive Designer & Developer

WRONG: My mobile crystal ball failed me in 2010. The world did not become a playground of Augmented Reality (AR), with people viewing the modified and heightened reality through their smart phones. Although I still think that it would be very cool.

Not too shabby! If you missed Part 1, you can find it here. Now that you know our track record, check out our 2011 predictions and let us know how you think we’ll do this year!



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