The report "User Revolution" points to shifting Web habits as the catalyst for greatly increased Web
consumption overall. Several factors will contribute to this, Safa Rashtchy, the research firm's managing director and senior Internet analyst said. By 2011, the firm expects the Web to almost
completely assume the TV market, it anticipates Google, as the world's largest and most lucrative advertising network, to become a dynasty, it expects the idea of the Web portal to disintegrate
completely, opening up new ad inventory, and new avenues for local media companies to reach groups of highly targeted consumers. (Read: a boon for ad networks).
This last phenomenon will lead to increased fragmentation of media choices on the Web, meaning ad agencies will have to adapt accordingly. Planning will be key, as the new realities mean agencies must become more mindful of placing ads on multiple channels across a broader Web landscape. The company's enormous projection figure indicates its confidence in the ad industry's ability to meet these challenges.