Which industries do you anticipate will push the online envelope in 2007?
Hague: I think Nielsen will wake up and try to be more customer-focused in their audience/user measurement efforts.

Coffin: Auto.

Gluck: Probably two categories: consumer packaged goods, which are finally starting to get creative with online advertising, as well as with distribution strategies. One good example: Coca-cola’s Grand Theft Auto Ad. It’s clever, inventive and funny, twice as long as a 30-second spot and all over YouTube. I believe it was originally created as a movie theater ad, by a British production company, for distribution in the U.S., but I can’t recall ever seeing it in the theater. If this is the future of CPG advertising, the outlook looks bright.

The other to push the envelope is the entertainment industry, particularly television networks. We’re finally starting to see the idea of consumer feedback integrated into the story architecture take hold: American Idol, the Horny Manatee on Conan O’Brien, all of the Colbert Report. And it's beginning to affect production, marketing and distribution in film as well (see: Plane, Snakes on). Traditional media is beginning to look a lot more like video games -- aesthetically, culturally, narratively. 

Horan: Automotive and packaged goods, based on some of the creative work they have done in 2006 and the budget that they can bring to the table. I think we will continue to see these marketers apply the sophisticated marketing ROI that they bring from the offline world to the interactive platform.

Cummings: Passions, cause, non-profits and independent advocacy groups will do the most to move the space. It was the Howard Dean campaign that showed the power of blogs to tap into the micro-donation market. I believe that extensions of what Kiva.org did for micro-lending, TerraPass.com and CarbonFund.org are doing in Carbon Offsets will explode in 2007 and extend outward into businesses like pharma. The elimination of the group to truly 1:1 assistance will be a fundamental shift in 2007.