There has been a good amount of buzz in the blogs over the release of the Avenue A/Razorfish 2008 Digital Outlook Report.  I spent some time reading through the massive (150+ pages last night) deck last night and there are some great nuggets.  Here are what jumped out to me:

• Is Digital Really Mainstream?:  “Many consider 2007 to be the year digital settled into the marketing mainstream.  If that’s the case, it’s a confused and misguided mainstream (page 3)”
• The Move Beyond Media Buying:  “The digital media business is no longer simply about buying ad space.  It’s a discipline focused on distributing experiences–through social networks, videos, widgets and applications (page 19)”
• Experimentation Needs to be a Constant: “Companies should set aside budget specifically for looking at emerging technologies…this is where brands can experiment and learn from trends such as viral ideas in social media or prototypes for new interaction designs (page 41)”
• Different Forms of Communication for Different Interactions: “Users actively seek specific communication methods based on the nature of their relationship (friends vs family) and for the value placed on that relationship.  Text is to the point and direct….phone conversations are for non-users of communication (page 55)”
• Branded Entertainment and Online Video Meet: “Integrated advertising is not the only way online video marketing can engage consumers with brand messages.  With Branded Entertainment, marketers can supply compelling content that is both entertaining and engages views with their brands’ core values”

The last point is one that I have particular passion.   I’ve actually been working with a company called Placevine that has realized the value of this sort of opportunity.  If your company is interested in the coming collision between online video and brands, you should really check out Placevine and see what they can do for you