just introduced the interactive content consumption theory via wiki. the theory is a work in progress but have a few experiments in the near future that hold promise.
Over the weekend was thinking about the media landscape overall [radio, print, tv, online] looking at where we are today and what is the logical evolution for each. The underlying theme for each media when it came to evolution was continued socialization of each medium. Which is a no brainer when you think about it. But it hit me that we are moving from Web 2.0 to Media 2.0.
This is a good thing. Its the first time that an online media approach has driven the other established platforms not just to take notice but strategically figure out how to integrate a online philosophy into their everyday approach and touch points with consumers.
Web 2.0 has always been criticized for its lack of an ability to generate revenue in-line with the innovation and enormous amounts of inventory they generate [see mayspace, facebook, youtube, twitter, etc]. But the approaches they have introduced to the marketplace are very consumer focused and bring people together around topics, relationships, passions, etc.
Well Media 2.0 will focus on the monetization of the Web 2.0 approach based one major observations from my end:
- return on investment: in a tight economic period media companies well have to look for new ways to create potential growth revenue streams and most will look to reinvent what is currently working with consumers in the marketplace. Web 2.0 is still the prettiest girl at that party.
There is a lot more thought around this subject but my goal was just to get the conversations rolling because this will evolve into something bigger than anyone can conceptualize at this point. The interesting thing to me is that the one thing Web 2.0 could not do well will be the reason for Media 2.0 becoming the default user media experience…Monetization.
Media 2.0 = Web 2.0 + Monetization
One of the fun things about my day-to-day is thinking about what is next? A a lot of factors play into the platform, device, medium, etc that will be next. The 4 main factors from my perspective are as follows:
- innovation – take something people understand and make it better
- mass reach – need eyeballs to prove that the innovation worked
- performance – once advertiser bring their check books to the party you have to show consistent results for said advertisers
- data – data is the most important piece because it allows you to improve your innovation but more importantly protect your market lead
Mobile has been thought of as the logical next step in the marketing frontier and we are a lot closer today than we were 6 months ago thx to att and apple. But the platform [3g] is not ready for primetime [anyone with an iphone has found this out the hard way] and we are at least 18-24 months away from have a consistent multi-media user experience over these devices. Which is needed in a user based marketing experience because today sms and tiny banner ads are not cool not even close. Not to mentioned the terrible mobile internet experience that most users have on their mobile device currently. So where does that leave innovation from a sense of reaching users with marketing messages where they spend their time.
Social media has been the ‘buzz word’ over the last year or two with the likes of wiki, youtube, facebook, twitter just to name a few. But what do all these have in common?
The browser. Its where users spend the most time online. So think of the possible innovations that can be introduced to that current experience?
- communication – what if all your email accounts were tied to your browser
- socialization – what if you never had to go to facebook.com again but still had all the social tools at your finger tips in your sidebar
- advanced search – what if your search results were based on your browsing habits + real user information
- entertainment – what if all the content came to you in a single experience. One environment
…now think about the opportunity to create an amazing user controlled ad experience in this single environment. Think of it as an Advertising OS [AOS]. A consist ad experience for users no matter the brand or environment [bigger thought for another day] but think you get the point.
There are a ton of numbers out there reflecting how much user time is spent in the browser experience and they are all HUGE. Not to mention the fact the browser is due for an major update. To that point when Google launched ‘chrome’ we all wanted it to be different but it was just a simple version of the same shit.
When you look at who currently owns this space:
- microsoft – 72% marketshare
- mozilla – 19% marketshare
- safari – 6% marketshare
- the rest – what’s left % marketshare
Microsoft: You have to say microsoft could really do something ground breaking in this area. But not sure they even think this way. But if you take a sec and think about it they all most of it not all your contacts [outlook, entourage] so social and communication is covered, they have a decent search product [could be better] and they have the relationships to being real content to users.
problem: they cant seem to be able to do anything right at this point. And with out a mind like gates taking real interest in something like this it will go nowhere fast.
Mozilla: man these guys are already doing something about it. See local browser add on they just launched here: http://labs.mozilla.com/2008/10/introducing-geode/
problem: is they can’t close the communication and social loop without the help of others but with the open environment they play in it’s not out of the question.
The others: all the other miss one important piece of the puzzle…mass reach!
My bets are on a small company that figures it our from an application add-on approach that meets about 60-70% of the above and that innovation becomes the foundation for the next browser experience.
If nothing else its fun to think about.
update: 10.28.08 looks like microsoft was listening. lets see where they take this. see information on mircosoft releasing lite versions of the office suite and supporting other browsers as well.
via techcrunch here
someone asked me my thoughts on the future of pre-roll. it was a very interesting question and wanted to share my response. wrong or write see below.
So pre-roll as we know it today will morph into ‘captive video advertising’. Meaning there will be many approaches on how you force a user to consume a video advertising message with the user having no control over the experience. Over the next 12-18 months captive video advertising will definitely play roll in the continued growth of the online ad space based on the increasing amount of professional content that is coming online. The two major factors in this are:
1. advertiser understand the approach, metrics and pricing model which will make it easier for them to move dollars
2. publishers [i.e. Hulu, cbs, abc, etc] can charge premium cpm’s for the inventory at this point based on the wall garden they have built around their professional content. So the user experience is not that important at this point.
What we will see over time will be a shift in the space on how advertisers value inventory. Engagement [user shows interest] because it will be more efficient from a buying standpoint and time spent [how long did the user spend with my brand]. Captive video advertising online will never go away because its just to easy from a advertiser and publisher standpoint but it will become less and less of the media mix as the space continues to evolve.
My other thoughts on the space are as follows:
- intro cards will play a bigger roll in captive video advertising based on the fact :5 second ads are easier for user to deal with but no advertiser cuts :5 spots.
- the :15 broadcast spot will be the default spot used online in the next 12-18 months
- content ads will become more popular. Meaning having the content producers create the video ads for the advertiser to ensure the ads are related to the content the user is consuming.
just want to throw a thought at hollywood. you guys are some of the most creative people in the world [bar none]. and for so long the standard for good content has went down hill because of the never ending bottom line. i understand the internet is not perfect but it is open distribution for your ideas. look at your creative counter-parts in san fran [although technical] the creative bloodlines run deep in the both of you.
the is a open letter to all producers, writers, actors, etc to start doing projects just because you think they are good ideas not because they need to be bought by some network. look at the opportunity the internet provides. there is no good content [which we are all asking for] and no guy in a suit telling you to appeal to women 25+ a bit more or your show will not see the light.
we all will benefit from you expertise and creativity when it comes to writing, casting and telling a story. and the cool thing about it is you have a chance to play with the way storylines are developed because the web offers tons of ways to get users engaged with good content.
just think michel gondry decides to develop a show for the internet with the following specs:
1. release once a day
2. 45-75 seconds in length
3. digital casting
4. gondry puts up new scripts every monday
5. anyone has the ability to participate in the show and record themselves acting out the script [uploads video to site]
6. gonry selects the best actors and edits the show together [from the videos they uploaded]
7. syndicate the final version of each episode across the web
could we do this without holloywood? yes. but there is an art form to what hollywood brings to the table and we all on the tech side have to respect that.
not saying the above idea in the world but you want to talk about leveraging a social medium to create a social shows…this may be the starting place. this would not be easy but there is a lot of opportunity for content to take the next step.
plus its fucking cool.
1. do they really care about what you are selling?
2. do they even want your product? are you just spending money b/c it has to be moved from one excel slot to another on a spreadsheet?
3. are you just doing what your competitor did before you [mr. me too]?
4. does the word viral still come up in every meeting [in theory the concept does not exist..lets save that for another post]?
5. are mirco sites still the answer for all user focused initiatives?
no that any of the above is bad but you have to understand where the answers put you in the market place. are you a spender or a thinker?
what if a major advertiser [top 50] went to a major media company and said the following ‘ hey big media company we do not want to purchase 15,30,60 any more. we only want to purchase 5 second spots and flight across your network in a manner that will only me to own certain times of the day, week and month.’
now that changes the way you will be viewed in the eyes of your user [consumer]. why? no one else is doing it. very simple thought but it breaks you out of the mundane world that everyone else works in. also think of the opportunity you have to really create a simple, entertaining, brand focused messages. no waste from a creative standpoint.
..ok maybe not today. with the launch of one of the most anticipated games in a while hitting the streets on 4.29 [for those non-gamers grand theft auto 4] the console business will not disappear tomorrow. but the thought of console extinction is not very far off from the the realm possibility.
take a look at this post on gizmodo here
my thought is that from a user pov this is the way gaming should work. online store, communities, instant updates all based on web application like principles. when you look at the console [hardware] business there is not a ton of profit in the business model. its more a loss leader for xbox and playstation to sale more software [games]. while nintendo is profitable you have to think their bottom line revenue would increase if they did not have to worry about the production cost that comes along with producing consoles.
so whats my solution you ask? the gaming companies should think of themselves as intel. its all about the chip. they produce chips that can be installed in any device [cable box, tv, computers, mobile phones,etc.] and allows consumers to purchase the device that is right for them and engage in the software [games] from there. now this does create other issues that would need to be fleshed out a bit more but look at the asian mobile device market…pick your device and go from there.
build the software [game] to fit all screen sizes and let the consumer choose the device thats right for them. some will argue developers need standards [as adam mentions in the post] but if we are honest we all see a standard developing in front of our eyes for user interface and it is touch screen. at this point does the standard even matter anymore.
not one to say any tech is going to go away [there is a reason you can still get a vcr at walmart for 19.99] but this seems logical from both the corporate and consumer standpoint. the question is bandwidth but that will be answered sooner than later.
with so much going on in the digital/online media industry and the potential economic collapse its seems time to get back to writing about the world we live in. my goal is to post once a day on the following issues:
1. creative in the digital space and what we can do to make it better
2. syndication of thought
3. why mobile is the now not the future
4. possible ways to extend ideas that are in the market place
5. current events and pop culture [stuff that is cool]
the above will evolve for sure but wanted to try to keep myself focused on a few issues this time around. the fact is we see so much about this space in any given day that there needs to be some method to the madness. look for the post to start as soon as this afternoon.
someone said this to me in a meeting and i thought it was hilarious. although i am glad the reigns of distribution has been moved from the hands of a few and given to the masses…some of the content i see online scares me. just because you can doesn’t mean you should. its like watching grass grow but in a flash video player. i think you get the picture.
there are some really talented online producers out there and i hope they get there 15mb of fame but does everyone with a camcorder deserve to film themselves?
check out black 20.com these guys are doing some really funny stuff.
just a thought on myspace. as they continue to launch other verticals (the latest myspace news) are they starting to look like a huge portal that lacks innovation. innovation is key in this space and to be honest myspace has not been great in this department. will myspace ever go away who knows but i feel the more users start to understand what they can do over the web and the flexibility sites like wordpress offers myspace will start to suffer a bit. i believe the next winner in this space will offer a easy cms tool to post and have open standards regarding all widgets.
myspace is the king platform for widgets because of its audience and nothing else. if they want to build a walled garden thats fine but some other bandwidth/page provider (bc thats all myspace is) will start to eat at the audience.
another way to look at it is a platform that allows widgets to make revenue off their audience (this assumes they have a nice size audience 10-15 million) signs deal with all the top widgets providers in exchange for the widget provider not to allow their widget to be posted on myspace.
just a thought.