KPCB Internet Trends (2011)
This presentation is by Mary Meeker, a partner at Kleiner Perkins Caufield & Byers and a former (from 1991-2010) managing director and research analyst for Morgan Stanley.
In 1995, Ms. Meeker co-authored "The Internet Report" which would become a landmark in the internet boom era. Marc Andressen, the cofounder of Netscape, said this about Thew Internet Report: "Whether you are an investor, user, creator, or observer, The Internet Report offers critical insight into both the Internet and the markets it will affect." Steve Case, chairman of America Online, called it a "fabulous history, encyclopedia, reference guide, and road map rolled together for investors in the emerging and merging world of online services and the Web. It'll get as much use from the people in corporate development and strategic planning as it does from portfolio managers and investors." And Benjamin M. Rosen chairman of Compaq Computer, called the report "terrific! Whether you're an Internet investor, user, or supplier, this is the one source you'd be foolish to be without."
With her new report, Ms. Meeker may have done it again.
May Meeker's observations and data are supported by a Q3 2011 report from the media-buying firm STRATA. STRATA surveyed ad agencies and found an increased focus on digital platforms. For example, according to that STRATA report, one in five ad agencies surveyed predicted their digital spend will outweigh traditional within three years. Furthermore, thirty-four percent of the agencies said digital was their No. 1 medium, while roughly the same percentage (thirty-five percent) cited local TV. That finding (parity between digital and spot TV) represents the closest outcome in the three years STRATA has been asking the digital vs. local TV survey question. Not surprisingly, 85 percent of the respondents said they have been more focused on digital in 2011 than they were in the previous year. Facebook was the respondents’ social media platform of choice; 89 percent of the agencies said they will use the platform with either earned (i.e., favorable publicity gained through promotional efforts other than advertising) or paid media (i.e., publicity gained through advertising) in campaigns.