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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2007
N E T # W O R K with friends, colleagues, groups and teams. 2. Get more organised: You will have one place that ties everything together, emails, bookmarks, docu- ments, RSS feeds, contacts, photos, videos, product info, data records etc. And, because the applications will actually understand the mean- ing of any information you add, it will help you organise all your stuff automatically. You will be able to search and browse everything and everyone you know, about anything, from one place. 3. Find and be found: You are like a snowflake – you are totally one-of- a-kind. Future apps will know what makes you special: your unique interests, personality, knowledge and relationships, to help you find and discover things that are relevant to you – and be found by others. 3. Attention Economy The Attention Economy is a mar- 3.0,4.0+ Mark Ashley-Wilson, head of digital & interactive at Lowe and Rivet Australasia takes us beyond web 2.0. Here are nine web trends to look out for in the years ahead SOME INDUSTRY TYPES MAY TRY and say web 2.0 is the next big thing, but actually, while web 2.0 has brought about a new way of using the web (social networks, online media, content aggregation and syn- dication, the real excitement is com- ing from web-based mobile devices like iPhone, and television sets (like Xbox Live 360). So show off to your peers and stay ahead of the web savvy pack, here’s an insider’s guide into nine web trends to look out for over the next few years... 1. Semantic Web The Semantic Web (web 3.0) is a mesh of information linked up in such a way that it can be easily processable by machines on a global scale. You can think of it as being an efficient way of representing data on the world wide web, or as a glob- ally linked database. How does it work? Let me show you: you want to go out to dinner, but you have no idea where to go and your car is in the garage. Using a software agent you issue a com- 6 C A M P A I G N B R I E F mand for it to search for a restau- rant serving Thai food within a 10 km radius that has a table available on Wednesday evening at 6.30pm. But you don’t want just any restau- rant, you want a restaurant that has a four star rating issued by a well- known restaurant critic. What’s more, you want the table booked and a taxi to pick you up from your place. You also want a call to be made to your phone once that’s all done; but you don’t want to be dis- turbed by the call as you’ll be in a meeting - just for the reservation details added to your phone organis- er, thanks very much. The semantic web isn’t a “new” web. Much like web 2.0 technolo- gies, web 3.0 will integrate with what we have now. It will provide us with the ability to automatically locate disconnected information and act on that information through a variety of devices such as Apple’s new iPhone and MP3 players. 2. Artificial Intelligence The ultimate next big thing in the history of computing, AI has been the dream of computer scientists since 1950. In the context of the web, AI means making intelligent machines. In that sense, it has some things in common with the Semantic Web vision. We’ve only begun to scratch the surface of using AI on the web to better leverage and contribute to the collective intelligence of your friends, colleagues, groups and teams, but here’s what AI will help us do: 1. Share more productively: Share information and knowledge and col- laborate around common interests, activities and goals. Contribute to the collective intelligence of your network. Share more productively ketplace where consumers agree to receive services – such as person- alised news and searches, alerts and recommendations to buy – in exchange for their attention. The Attention Economy is about the consumer having choice - they get to choose where their attention is ‘spent’. Another key ingredient in the attention game is relevancy. As long as the consumer sees relevant content, he or she is going to stick around - and that creates more opportunities to sell. Expect to see this concept become more important to the web econo- my over the next decade. We’re already seeing it with the likes of Amazon and Netflix, but there is a lot more opportunity yet to explore. 4. Virtual Worlds Look at Korea as an example, 99% of 6-20 year olds are online and 89% of them use the web for gaming and entertainment. As the ‘young generation’ grows up and infrastructure is built, virtual worlds will become a vibrant market all over the world in the next few years. It’s not just about digital life, but also making our real life more digi- tal. On one hand we have the rapid rise of Second Life and other virtual worlds; on the other we are begin- ning to annotate our planet with digital information, via technologies like City8.com and Google Earth. 5. Mobile It’s already big in parts of Asia and Europe, and it received a kick in the US market this year with the release of Apple’s iPhone. But this is just the beginning. In ten years time there will be many more location- aware services available via mobile devices: getting personalised shop- ping offers as you walk through your local shopping centre or map direc- tions while driving your car. Look for the big internet companies like Yahoo and Google – alongside the mobile operators – to become key mobile portals. 6. Online Video / Internet TV Online video and Internet TV has already exploded on the web - but I still get the sense there’s a lot more yet to come. In October 2006 Google acquired the hottest online video property on the planet, YouTube. Later that same month, news came out that the founders of Kazaa and Skype were building an Internet TV service, nicknamed The Venice Project (later named Joost). In 2007, YouTube continues to dominate. Meanwhile Internet TV services are slowly getting off the ground. It’s fair to say that in ten years time, Internet TV will be totally dif- ferent to what it is today. Higher quality pictures, more powerful streaming, personalisation, sharing, and much more - it’s all coming over the next decade. Perhaps the big question is: how will the current mainstream TV networks adapt? 7. Rich Internet Apps As the current trend of hybrid web/desktop apps continues, expect to see rich internet apps (RIA) con- tinue to increase in use and func- tionality. Rich internet apps allow sophisticated effects and transitions that are important in keeping the user engaged. This means develop- ers will be able to take the amazing changes in the web for granted and start focusing on a flawless experi- ence for the users. It is going to be an exciting time for anyone involved in building the new web, because the interfaces are finally catching up with the content. 8. Global Web As of 2007, the US is still the major market in the web. But in just a short while things are likely to be very different. China will be a growth market, but other countries with big populations will also grow - India and African nations for example. For most web 2.0 apps and web- sites, the US market makes up over 50% of their users. Yet comScore reported in November 2006 that three quarters of traffic to top web- sites is non-US based. They report- ed that 14 of the top 25 US web properties now attract more visitors from outside the US than from within. That includes the top five US properties - Yahoo! sites, Time Warner Network, Microsoft, Google sites and eBay. However, it is still early days and the revenues are not big in global markets at this point. But in ten years’ time, revenue will probably be flowing. 9. Personalisation Personalisation has been a strong theme in 2007, particularly with iGoogle. But you can see this trend play out among a lot of web 2.0 startups and companies - from last.fm to MyStrands to Yahoo homepage and more. The bonus with personalisation is that you can decide on what content you want to be displayed, where on the page it appears, the frequency of updates, and the look and feel of the page. Only ads relevant to your profile will be displayed so rock climbers will get ads about travel specials or new rope releases. That’s cool and will make your web browsing a much richer and rewarding experience – both for the consumer and the advertiser. N O V E M B E R / D E C E M B E R 2 0 0 7
AWARD Awards 2007
September October 2007