Alternative Out-of-Home · PDF fileWord of Mouth Marketing Forecast: 2007-2011 Letter from the Publisher Dear valued client: As the New Media Order gains strength through significant

Executive Summary

Word of Mouth Marketing Forecast: 2007-2011 Word-of-Mouth Marketing Forecast: 2007-2011 An exclusive primary research source from PQ Media: Executive Team Patrick Quinn, President/CEO Leo Kivijarv, Ph.D., Vice President/Research Tabor Ames, Vice President/Marketing Except by express prior written permission from PQ Media LLC, no part of this work may be copied or publicly distributed, displayed or disseminated by any means of publication or communication now known or developed hereafter, including in or by any: (i) directory or compilation or other printed publication; (ii) information storage or retrieval system; (iii) electronic device, including any analog or digital visual or audiovisual device or product. Information “AS IS”: All Information and data contained in this report is obtained by PQ Media from sources that PQ Media believes to be accurate and reliable. However, errors and omissions in data may result from human error and malfunctions in electronic conversion and transmission of textual and numeric data. Consequently, PQ Media data is made available “As Is”. PQ Media will protect and defend its copyright and all its other rights in this publication, including under the laws of copyright, misappropriation, trade secrets and unfair competition. Copyright © 2007 PQ Media LLC All rights reserved PQ Media LLC Two Stamford Landing Suite 100 Stamford, CT 06902 203-921-0368 203-921-0367 (Fax) [email protected]

© PQ Media Copying Prohibited Page 2

Word of Mouth Marketing Forecast: 2007-2011 Letter from the Publisher Dear valued client: As the New Media Order gains strength through significant advances in technology nd critical changes in the consumer base, the advertising industry is in a seminal

by these market forces, brand marketers perceive aditional mass media as being less effective. As a result, marketers need new

ut disrupting them. Major advertisers ave already begun to reallocate budgets to alternative media with the potential to

ing media landscape. And one of the fastest-rowing segments of the New Media Order is word-of-mouth (WoM) marketing, hich has demonstrated the ability to engage consumers in multiple venues online nd offline while providing critical ROI metrics.

But while WoM marketing has exhibited strong growth and upside potential,

has consistently predicted key trends, sights and outcomes that have influenced strategic plans, investment parameters

search. In the following pages you will find ever-before-seen data and analytics tracking the explosion of WoM content &

edia companies, financial institutions, brand marketers and edia agencies to make high-stakes investment decisions. Toward that end, PQ edia’s exclusive Word-of-Mouth Marketing Forecast 2007-2011 will answer the llowing questions, among others:

• How is word-of-mouth marketing defined? • How big is the industry and how fast is it growing? • Who are the leading companies in this space? • What trends are driving growth? • What does the future hold for word-of-mouth marketing?

ories are poised for fast growth?

Our approach has provided support for developing game-changing strategies petitive advantage. I hope you find our latest primary research to be

veloping effective strategies to achieve your goals.

aperiod of transition. Driven trstrategies to connect with consumers withohmeet the challenges of a rapidly changgwa

the industry has not been clearly defined and there has been a dearth of reliable data, analytics and forecasts tracking its direction. To address this challenge, PQ Media used its proprietary econometric methodology, known as Medianomics™, which employs data collection and algorithmic methods synthesized with research-based analytic approaches to determine geometric models for media spending and usage. Our media econometrics system inand tactical approaches.

PQ Media’s clients demand that we stay ahead of a fast-moving media curve, so we applied our proven methodology to the WoM marketing sector to produce this comprehensive and actionable primary renservices, such as strategy & consulting and online communities, as well as ancillary products, such as research & measurement and technology tools. Our objective, as always, is to empower mmMfo

• Which segments and categ

to achieve coman invaluable tool for de Best Regards, Patrick Quinn President/CEO PQ Media


Word of Mouth Marketing Forecast: 2007-2011 Methodology

of-Mouth Marketing Forecast 2007-2011 provides exclusive data

nd analytics tracking spending and trends in the industry’s two major segments –

ploys data collection and algorithmic ethods synthesized with research-based analytic approaches to determine

geome

ber of strategies, tactics and other media segments that ave applications closely related to WoM, including event marketing & sponsorships

and va

g dedicated WoM services and only marketing end from those divisions were included in this Forecast. Other companies offer

add o , general media research or non-me In addition, PQ Media res rc han 250 WoM marketing and rela d he size, scope, trends and growth of this alte a public and private doc

The PQ Media Word-aContent & Services and Ancillary Products – as well as the six categories included in these segments. Also included are descriptions of the universe of more than 100 leading word-of-mouth (WoM) companies that met PQ Media’s criteria for inclusion in this report as well as concise profiles of 18 of the industry’s top performers in each major segment and category.

While the WoM marketing sector is growing at a high-speed rate, the industry has not been clearly defined and there has been a dearth of reliable data, analytics and forecasts tracking its direction. To address this challenge, PQ Media applied its proprietary econometric methodology, which emm

tric models for media spending, usage and forecasts. The Medianomics™ methodology, powered by PQ Media’s SpendTrak™ and UsageTrak™ databases as well as its Global Opinion Leader Panel™, has consistently predicted key trends, insights and outcomes that have influenced strategic plans, investment parameters and tactical approaches. Some examples of specific variables analyzed during the development of this Forecast follow.

In defining the WoM sector (see Executive Summary for detailed definitions), PQ Media excluded a numh

rious types of guerrilla and stealth marketing, among others. In defining WoM marketing, we sought the advice of our Global Opinion Leader Panel™ regarding various data and information that should or should not be included in the segments and categories of this industry. Leading industry trade organizations were also consulted for feedback on various issues, including the Word-of-Mouth Marketing Association, Viral & Buzz Marketing Association and the Event Marketing Institute.

In sizing the industry, we were careful to include data that met the above criteria for WoM spending. For example, a number of traditional public relations companies recently began providinsp

iti nal services, such as trade show marketingdia related technology, which were also excluded. ea hed, surveyed and/or consulted with more tte companies for input regarding trn tive marketing segment. We also examined thousands ofuments from more than 500 sources.


Word of Mouth Marketing Forecast: 2007-2011

Table of Contents

………………………..…………………………………………….. 12 Adve

……………..…………………………………………….. 23 WoM Media ………………..………….………………………..…………………………………………….. 24

n

efinitions & Segmentation ……………………………………………..……..….,…………………… 32 Ancilla

2011 …………………...……………………….. 40

pendix: Word-of-Mouth Marketing Companies ………………….. 42 Content & Services ………………….………….…..…………………….…………………………………. 43 Ancillary Products …………………….………….…………………………………………………………….. 46

Letter from the Publisher ……………………………………………………………………………….. 3 Methodology ……………………………………………………………………………………………………. 4 Executive Summary ………………………………………………………….. 7 Definitions & Segmentation ……………………………………………..……….,…………………… 8 Word-of-Mouth Marketing Analysis, 2001-2006 …………………………………………….. 10

Consumer Behavior ……………… rtising Industry Reaction …….…….…………..…………………………………………….. 12 Measurement Trends ……………………………………..…………………………………………….. 13 Technology Advancements …….……………………..…………………………………………….. 13 Chapter 1: Content & Services Providers ……………………………… 16 Key Takeaways ………………………………………………………………………......………...……….. 17 Definitions & Segmentation ……………………………………………..……..….,…………………… 18 Content & Services Analysis, 2001-2006 ……………………….…….…..…………………….. 19 Strategy & Consulting ……………………………………..…………………………………………….. 20 WoM Agencies …………………………………….…………..…………………………………………….. 22 Online Communities ……..………………… Conte t & Services Forecast, 2007-2011 ………………………….…….………………………. 25 Leading Companies ……………………………………………………………………….………………….. 27 Strategy & Consulting ……………………………………..…………………………………………….. 28 WoM Agencies …………………………………….…………..…………………………………………….. 28 Online Communities ……..………………………………..…………………………………………….. 29 WoM Media ………………..………….………………………..…………………………………………….. 29 Chapter 2: Ancillary Products ……………………………………………… 30 Key Takeaways ………………………………………………………………………......………...……….. 31 D

ry Products Analysis, 2001-2006 ………………………………..…..…………………….. 33 Research & Measurement …..…………………………..…………………………………………….. 33 Technology & Tools …………………………….…………..…………………………………………….. 35 Ancillary Products Forecast, 2007-2011 ……………………………………………………..……. 36 Leading Companies ………………….…………………………………………………….………………….. 37 Research & Measurement …..…………………………..…………………………………………….. 38 Technology & Tools …………………………….…………..…………………………………………….. 38 Forecast Conclusions …………………………………………………………. 39 Word-of-Mouth Marketing Forecast, 2007- Ap



Table of Tables

Executive Summary 1.1 Word-of-Mouth Marketing Spending, 2001-2006 ………….,…………………… 10 .2 Shares of Spending in Word-of-Mouth Marketing, 2006 …………………….. 11

.3 Top 10 Categories of Word-of-Mouth Conversations ….………………………. 25

11.3 Share of Time Spent with Media ………………………………………………………….. 12 1.4 Traditional vs. New Media Growth ………..…………………………………………….. 13 1.5 Annual Hours Accessing Internet and Mobile Content …………………………. 15 Chapter 1: Content & Services 2.1 Content & Services Spending, 2001-2006 …………………...………....……….. 19 2.2 Sources that Influence Adults to Purchase a Product …………………………. 20 22.4 Content & Services Forecast, 2006-2011 ……………………….…..……….…….. 26 Chapter 2: Ancillary Products 3.1 Ancillary Products Spending, 2001-2006 ……………………….…….………………. 33 3.2 Ancillary Products Forecast, 2006-2011 ……………………..………………………… 36 Forecast Conclusions 4.1 Word-of-Mouth Marketing Forecast, 2006-2011 ……….………………………… 41 Appendix: Word-of-Mouth Marketing Companies 5.1 Content & Services …………………..……….……..……………………………………………. 43 5.2 Ancillary Products …………………….…………………………………………………………….. 46



Word-of-Mouth Marketing

Executive Summary



Word of Mouth Marketing

Definitions & Segmentation

Word-of-Mouth Marketing: PQ Media d es Word-of-Mouth (WoM) Marketing as an alternative marketing strategy supp ed by research and technology that encourages consumers to dialogue about products and services. WoM marketing strategy is deployed through various onli and offline tactics, often facilitated by influential peers, WoM communities and various brand agents. The WoM marketing sector consists of two major segments, Cwhich together include six different catego

• Terms associated with WoM marketing include buzz, grassroots, community

or cause marketing, while the opin n leaders used to facilitate the process are often called influencers, brand ambassadors, trained agents and product ev

• No ies the

industry largely considers to be un l or one-time stunts, such as various types of guerilla, stealth or viral marketing, as well as so-called shilling, infiltrat ending and outsou salaries or interna

• To avoid double-counting with spending on other advertising and marketing

services, PQ Media didn’t include the following categories: in-store product sampling; coupons & loyalty programs; event marketing & sponsorships; public relations not associated with WoM, such as crisis management; and social network and consumer-gener ted media advertising.

dustry Sectors & Segments

efinort

ne

ontent & Services and Ancillary Products, ries.

io

angelists.

t included in PQ Media’s definition of WoM marketing are strategethica

ion, spam and sock puppets. Analysis was limited to U.S. sprced WoM expenditures, not including brand spending onl WoM initiatives.

a

In

ontent & Services: Companies that develop strategic initiatives for brand marketers to disseminate marketing messages via multiple media tactics to their target consumer audience.

• Strategy & Consulting: Public relations firms that incorporate WoM marketing strategy and tactics into integrated marketing campaigns.

• WoM Agencies: Companies that focus exclusively on developing WoM marketing campaigns using various media strategies.

• Online Communities: Online resources that assist brand marketers in developing brand-focused blogs and social network messages that are clearly identified as sponsored by the marketer. This category excludes consumer-generated blogs and social networks that periodically discuss brands.

C



• WoM Media: Com consumer communities through dedicated “influential agents,” who have been trained to disseminate their opinions on

Ancillary Products: Companies that provide research or technology designed to

onsists of three types of research companies:

e feedback.

ll, and offer information on whether the campaign led to behavior modification.

•

keting.

panies that provide direct access to

brands to consumers online and offline.

improve efficiency or measure ROI.

• Research & Measurement: Companies that provide data on the reach of WoM marketing campaigns or ROI metrics. The category excludes research companies that periodically publish data or reports on various aspects of the WoM industry as part of their overall business-to-business media research practices. Research & Measurement c

o Monitoring: Companies that provide data on the number of participants involved in a discussion about a product or brand, or supply information on whether the campaign received positive or negativ

o Polling: Full-service research companies that periodically provide data or a sponsored white paper on WoM case studies or strategic initiatives.

o Implementation ROI: Companies that provide strategic analysis on WoM campaign reca

Technology & Tools: Companies that develop software for WoM Media and other companies to implement online WoM campaigns. The category includes companies that are focused on WoM software or are general technology companies that offer tools that can be adapted for WoM mar


Word of Mouth Marketing Forecast: 2007-2011 Word While w of marketing known to mankind, the WoM industry has only recently begun to emerge, define and tandardize its multitude of practices, strategies and tactics. At the same time, WoM

ent to capitalize on key media industry trends in consumer behavior, research and technology. Meanwhile, the new media axiom, “onspendiresult,of theincludincampa

Alth gwall painting ibehind WoM wspeech departments. The first theory, called “two-step flow communications,” was the brainchild of Paul Lazarsfeld and was instrumental in developing opinion leader research, t attempted omedicines/medical care. As a result of this research, brand marketers attempted to get their products into the hands of these opinion leaders.

The se

social change ent chooses a leader who attracts more followers, such as Martin Luther King, Gloria Steinem or Jerry Falwell, and the mo mpower critic RReport nd Oprah

nfrey in consumer products.

WoM marketing is emerging as a leading alternative marketing strategy in a media climate where traditional ad-based media, such as broadcast TV and radio, newspapers and magazines, are scrambling to weather the perfect storm of more consumer control, audience and media fragmentation, growing accountability demands, and technological advancements. Even some of the traditional marketing segments have struggled to remain relevant due to high costs and a low reliance on emerging digital technologies. As a result, brand marketers are gradually shifting budgets away from these conventional media as they seek to break through clutter and engage consumers through measurable methods in a cost-effective manner.

Part of this phenomenon is that the Internet has enhanced the ability of

consumers to exchange ideas about brands through social networks and other consumer generated media. While most WoM marketing still takes place offline,

of Mouth Marketing Analysis, 2001-2006

ord-of-mouth (WoM) marketing may be the oldest form

sproduct and service providers have been busy spicing up the industry’s hearty blend of strategy, technology and measurem

ly what gets measured gets bought,” has led to a discernible shift in media ng from traditional to alternative advertising and marketing strategies. As a major brand marketers, eager to prove ROI and to maximize the effectiveness ir investments, have begun to move from only testing WoM marketing to g these strategies as growing components of fully-integrated marketing

igns.

ou h WoM marketing has been around for centuries (e.g., a 3000 B.C. nformed travelers that the region offered good hunting), the theories ere formulated in the 1940s and 1950s by university sociology and

he basis of today’s influential and agent concept. Dr. Lazarsfeld and others t understand how farmers chose seeds and how consumers chose

cond theory, “rhetorical movements” by Leland Griffith argues that happens when a major movem

ve ent’s momentum spurs change in the status quo. Modern examples of the of opinion leaders in some industries and word-of-mouth in action include oger Ebert and the film industry; Zagat Survey and restaurants; Consumer s and cars; CNET and digital media products; and Rachel Ray a

Wi

1.1: Word-of-Mouth Marketing SpendingYear 2001 2002 2003 2004 2005 2006 CAGRSpending ($M) $76 $179 $313 $407 $722 $981 Growth 135.1% 74.5% 55.6% 48.3% 35.9% 66.7%Source: PQ Media


Word of Mouth Marketing Forecast: 2007-2011 brand marketers have become actively involved in online WoM via new media,

etrics and WoM specialists. And research indicates that brand marketers in

. Several consumer activist groups lodged complaints with the Federal ade Commission in 2006 and 2007, requesting that regulators review various WoM

strateg

eting has become one of the fastest-growing advertising and marketing segments, as spending on WoM conten

marketers seeking to justify their return on vestment (ROI) in advertising and marketing services. As a result, the industry is

being s

madvertising categories such as consumer products, food and beverage, and media and entertainment are among the heaviest users of WoM strategies. Data also shows that consumers trust recommendations from friends, family, and “influentials” over all other forms of marketing.

Amid the positive momentum building and the buzz generated by successful WoM campaigns, the Word-of-Mouth Marketing Association (WOMMA) was formed in 2004 in an effort to define and standardize the business. Among other duties, WOMMA has set out to address the growing concern in recent years regarding unethical campaigns or one-time stunts that have resulted in negative publicity for the industry, such as the Cartoon Network’s debacle in Boston that led to a national security alertTr

ies, both online and offline, as well as related social networking tactics. Commercial Alert asked the FTC to get involved in setting guidelines for so-called “buzz marketing” and “sponsored consumers,” while the Center for Digital Democracy and the U.S. Public Interest Research Group protested Facebook's plan to allow marketers to use members as brand endorsers and MySpace's expanded behavioral targeting program. The FTC had yet to respond by press time of this report.

While the industry works out these issues, WoM mark

t, services and ancillary products grew at double-digit rates every year from 2001 to 2006. Total spending on WoM marketing, including the Content & Services and Ancillary Products segments, jumped 35.9% to $981 million in 2006, according to PQ Media estimates (see Table 1.1), driven by key research, technology and behavioral trends that are fueling changes in marketer spending patterns from traditional to alternative media strategies. WoM marketing spending rose at a compound annual growth rate (CAGR) of 66.7% from 2001 to 2006, driven by increased demand from brandin

trengthened by its integration of infrastructure, strategy and measurement from the early stages of development.

1.2: Shares of Spending in Word-of-Mouth Marketing 2006

Ancillary Products

Content & Services,

83%

17%

Source: PQ Media



Both segments of WoM marketing – Content & Services and Ancillary Products – fueled the sector’s strong growth. Spending on Content & Services, including Strategy & Consulting, WoM Agencies, Online Communities and WoM Media, rose 34.6% to $813 million in 2006. This segment recorded a CAGR of 69.4% in the 2001-2006 period (see Chapter 2 for more details on Content & Services data and analytics, as well as categories and leading companies). Content & Services is the larger of the two segments of WoM marketing, accounting for 83% of total spending

Consu

(see Table 1.2).

Spending on Ancillary Products, including Research & Measurement and Technology & Tools, grew 42.4% to $168 million in 2006. The Ancillary Products segment recorded a CAGR of 56.3% in the 2001-2006 period (see Chapter 3 for more details on Ancillary Products data and analytics, as well as categories and leading companies).

The development, advancement and execution of new WoM strategies, tactics, technology and metrics have helped brand marketers connect with more elusive consumers and are the driving forces that have so far kept the WoM sector ahead of a fast-moving media curve. The key trends driving the innovations in WoM marketing have come from four critical areas: consumer behavior, advertising industry reaction, measurement trends and technology advancements.

mer Behavior Recent data indicates that Americans continue to migrate to new media (those available in most homes after 1975), such as cable television, videogames and the Internet, from traditional media, such as broadcast TV, radio and newspapers (see Table 1.3). Additionally, consumers are media multitasking more than ever while spending more time outside their homes due to longer work hours and commutes, airport delays, and long waits in line for various products and services. Research suggests that U.S. residents spend twice as much time outside their homes and workplaces than they did just a few decades ago. As a result of numerous technological advances such as wireless mobile devices, consumers accessed media outside the home 43% of the time in 2006 compared with only 8% in the early

1.3: Share of Times Spent with Media

0%

25%

50%

75%

100%

1981 1986 1991 1996 2001 2006

% S

hare

Traditional MediaNew Media

Traditional Media: Broadcast TV, Radio, Film, Music, Newspapers, Magazines, Books, Yellow Pages, OutdoorNew Media: (Available in most homes only after 1975): Cable TV, Home Video, Videogames, Internet, Mobile

Sources: PQ Media, Veronis Suhler Stevenson


Word of Mouth Marketing Forecast: 2007-2011 1960s.

a multitasking, leading brand marketers in recent years have een shifting ad dollars away from traditional mass media to alternative media

strateg

The rapid changes transforming media models have stimulated advertisers to develop

While no breakout is currently available on spending by category, data on the umber of conversations held by category suggest that consumer products, food and

d entertainment companies are among the heaviest users of oM strategies. For example, CPG giant, Proctor & Gamble, owns one of the leading

As a result, brand marketers are finding it more difficult to reach target audiences though traditional advertising and marketing. Advertising Industry Reactions Faced with fragmenting audiences, diversifying demographics and an elusive youth market prone to medib

ies and tactics (see Table 1.4). In short, marketers are seeking to improve their return on investment, objective and experience (ROI, ROO, ROE) by creating and delivering more effective ads and marketing messages through multiple channels that will engage consumers in media that they prefer.

new strategies and to reallocate large swaths of their marketing budgets. WoM has been a beneficiary of this shift partly because of the industry’s ability to provide research which indicates that consumers trust recommendations from family, friends and “influential” persons over all other forms of advertising, marketing and media.

nbeverage, and media anWWoM Media companies, Tremors/VocalPoint, which targets the youth (Tremors) and female (VocalPoint) audiences.

Measurement Trends In the mid-1970s, the means available for disseminating marketing messages to end users were limited. Advertising options included only broadcast TV, radio, newspapers, magazines, outdoor and yellow pages, while marketing options included

1.4: Traditional vs. New Media Growth Rates

0%

10%

20%

30%

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

% G

row

th

Alternative MediaTraditional Media



Word of Mouth Marketing Forecast: 2007-2011 direct mail, telesales, promotions, event sponsorships and public relations. During the past three decades, the number of options has increased five-fold, with dvertising vehicles expanding into new media, such as cable networks and the ternet, as well as into media traditionally reserved for entertainment purposes,

. Meanwhile, new marketing strategies have eveloped including direct response television (infomercials), e-mail marketing,

ng people meters, ngagement, and point-of-purchase, according to PQ Media analysis. CPM metrics

(cost p

gly, with so-called return on experience results, which track the quality of consumer experiences and determine resulting actions. While this nascent measu

New te logy has been the key variable driving change in the media business and

ven more pronounced over the past decade. New digital chnologies have shifted the way consumers seek entertainment and engage with

more control, efficiency and options than ever before. Consequently, advertising is transitioning from the traditional push model to a consumer-controlled pull model.

A notable exception to this trend is WoM marketing, which benefits from transmitting brand messages through multiple media platforms, particularly those that are favored by the youth market, such as the Internet. Due to the high trust consumers put in the opinions of family, friends and influential peers, WoM marketing is less affected by ad-skipping technology and audience fragmentation caused by new media. Conversely, the Internet has enhanced the ability of consumers to exchange ideas about brands and while most WoM marketing still takes place offline, brand marketers have become actively involved in online WoM strategies. Research from various sources, such as BIGresearch, Deloitte, DoubleClick, eMarketer, Jack Morton, Keller Fay, and RoperStarch, show that WoM is the preferred medium that influenced product purchases, with almost half of consumer and business end users citing it as the most important medium, usually 10 points above the second most preferred medium.

Advanced technology has also allowed WoM marketing providers to deliver data and analytics to their clients quicker, resulting in brand marketers receiving ROI

aInsuch as cinema and videogamesdcustom publishing and branded entertainment, such as product placement.

With the plethora of media options available, brand marketers and agencies have become more diligent in requiring media companies to provide proof-of-performance measurement, often called ROI metrics. The number of media measurement tools has jumped from slightly over 50 in the 1970s, such as ratings, circulation and ad recall, to almost 400 in 2006, includie

er thousands) are being supplemented or supplanted by new metrics like CTR (click through rate) or proof of performance.

The increasing availability of metrics on WoM marketing is contributing to the

industry’s growth. Companies are providing clients not only with ROI data but, increasin

rement is still a work in progress, some industry leaders believe it could be the next frontier in demonstrating WoM’s effectiveness to skeptical agencies and CMO’s.

Technology Advancements

chnoits impact has become etemarketing messages. For example, broadband technology has increased the time consumers spend online (see Table 1.5), while digital video recorders are enabling them to skip advertisements more easily. These technologies have given consumers


Word of Mouth Marketing Forecast: 2007-2011 measurements in a more timely fashion. Additionally, new tools are improving the ability of WoM firms to implement integrated marketing campaigns more efficiently, driving down costs while expanding the reach to key target demographics. The continued advancement of new WoM technology is also creating crosscurrents among alternative media strategies, as evidenced by Facebook’s recent attempt to bridge the gap between social networking and WoM marketing.

1.5: Annual Hours Accessing Online & Mobile Content

126

189

100

150

200

ours

Per

Per

son

0.1 215

0

50

1986 1991 1996 2001 2006

Ann

ual H



Alternative Out-of-Home · PDF fileWord of Mouth Marketing Forecast: 2007-2011 Letter from the Publisher Dear valued client: As the New Media Order gains strength through significant

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