The industry will move to some kind of SOP outlined by IOAA, which will bring system and procedures in the industry. We have seen some stray activities in blu-casting and augmented reality in 2011. Technology will be used more in 2012 to enable OOH media. Ambient and transit media will evolve because of infrastructure development. Clients will move from making decision based on excel sheets to strategic planning with 360 degree solutions, which will involve outdoor, retail and activation too. Their focus will also be innovation.