Mary Meeker, the renowned Internet analyst at Morgan Stanley, just gave her presentation on Internet trends at theWeb 2.0 Summit. Mary’s presentations are legendary because of the clear, data-driven insights she brings to what is a huge and highly chaotic market space.
In this presentation, she posed 10 questions that Internet executives should ask and answer.
The one I found most interesting was #4:Advertising. She advocates that advertising is still ripe for innovation — and executives should be asking how their businesses can benefit. Her Exhibit A is this graph showing the % of time spent in different media vs. the % of advertising dollars allocated to each media:
On the surface, it makes sense that the percentage of advertising dollars spent in a medium — such as TV or Internet — should approximately track to the percentage of time that people spend engaged in the media. In that model, there’s a$50 billion gap in whatshould be the amount of money spent on the Internet.
This is a disequilibrium that will eventually be rectified — and in the process offer a huge opportunity to marketers and entrepreneurs. (And especiallymarketing entrepreneurs.)