Jason Calacanis writes about the „real story“ of Advertising 2.0:
The real story of Web 2.0 has little to do with the bells and whistles and everything to do with the stunning growth of online advertising.
He provides a graph with online ad spent per year since 1997 and puts a straight line from ’97 until today, which is, of course, a steep, straight line. (I hope he doesn’t analyse his real money investments the same way!)
He also doesn’t think that the spike over the past year is another bubble, but instead says that the curve is just getting steeper in future, for the following reasons:
a) there are more advertisers online today.
b) it’s getting easier to spend money online
c) Google Adsense/Adwords (a huge part of part B above)
d) Yahoo, MSN, AOL, and Google reaching scale, which in turn allows major advertisers to reach comparable audience sizes to TV
e) audiences shifting from TV, radio, and magazines to the Internet.
All of these seem plausible. Of course one might say: „we thought the same back then in 2000, just for different reasons“, but Jason also shows a second graph with a line ca. 15% less steep, which still is impressive. He suggests to believe the long-term hype and I agree.
Growth rates are probably going to be huge for while. Not necessarily because the medium is more attactive than others (though I think it is at least for some purposes), but purely because there still is a long way to go, until the medium is an everyday medium like the other media – both for the broad audience and for marketers.
… that was the subject line of an email I just received. From myself, from exactly 1 year ago! Last year exactly on the 18th of November I tested the tool by Forbes and Codefix, with which you could send emails to yourself in the futuer. I tried 1 year, 5 years, etc. up til, I think 20 years. I was doubting whether it would really work, but here is the answer for the 1 year email:
Greetings from your past. In the fall of 2005, you agreed to receive this message, which has been preserved for a year in the Forbes.com E-Mail Time Capsule. For more details, visit http://www.forbes.com/capsule
Here is the text of your message:
Hi Du selbst,
Dies ist ein Test. Vor einem habe ich eine email via Forbes und Yahoo! and mich selbst geschickt.
Now I am curious, if I will really get an email in 20 years, too. I will be 54 then and might not even remember this and delete the „spam“.
Burger King, MasterCard Sponsor Specialized Mobile Web Content writes Clickz. Both brands seem to have already gathered some experience with mobile applications. Now they have partnered with content providers for some new projects:
Menâ€™s lifestyle magazine Maxim is now offering specialized content for mobile devices found at mobile.maxim.com, including jokes of the day, forums, and even streaming videos of „Girls of the Day.“ To do this they’ve partnered with fast food giant Burger King as sponsor.
MasterCard Worldwide has partnered with Fox to create a series of 26 short episodes for mobile devices based on the television series „Bones“ with mobile episodes entitled „Bones: Skeleton Crew.“ In addition to sponsoring what itâ€™s calling Mobisodes, MasterCard will also be incorporated into the storyline.
Slowly, brands are moving into this space, gaining knowledge with this new channel. I appreciate it, because mobile is the future, no matter how small the displays of our phones and PDAs are today – at some point a majority of grown up teens with SMS-thumbs and 2.5 square inch wide eyes will resemble a non-ignorable base.
It’s been a while, since I last recommended an online music offer, but this time it is well deserved. I have been listening to this excellent station via iTunes a lot, but the last couple of weeks it’s not accessible through iTunes any longer, for whatever reason. I didn’t bother because I thought this „temporary“ problem would resolve itself soon. Well it didn’t until today, so I googled for their website with a live stream instead: the DI.fm House channel
The House channel is operated by a loose collection of New York City-based DJs, producers and musicians, coordinated by house music veteran DJ Jolene.
Our silky vibe is a direct result of our participation in the NYC house music community. The programming is compiled from rare cuts, yet-to-be-distributed promo vinyl, original studio work, selected DJ mixes, live DJ sets and discriminating trips to NYC record stores.
To us, „deep“ means a feel that is rooted in the origins of house music, when talented vocalists, innovative sampling, and dynamic song arrangements play a strong role in each track. Today, producers incorporate live musicians, soulful vocal arrangements and thick danceable rhythms to create the deep sound we feature here.
Logic+Emotion points me to the WOMMA Releases Blog Ethics Guidelines:
This document is a public draft of guidelines for marketers to follow when doing outreach within the blogosphere. It is neither a „how to blog“ nor a „what to blog“ document. Rather, its intent is to give clarity and guidance to marketers who are working and corresponding with bloggers, and to ensure that their efforts adhere to the standards set by the WOMMA Ethics Code.
1. I will always be truthful and will never knowingly relay false information. I will never ask someone else to deceive bloggers for me.
2. I will fully disclose who I am and who I work for (my identity and affiliations) from the very first encounter when communicating with bloggers or commenting on blogs.
3. I will never take action contrary to the boundaries set by bloggers. I will respect all community guidelines regarding posting messages and comments.
4. I will never ask bloggers to lie for me.
5. I will use extreme care when communicating with minors or blogs intended to be read by minors.
6. I will not manipulate advertising or affiliate programs to impact blogger income.
7. I will not use automated systems for posting comments or distributing information.
8. I understand that compensating bloggers may give the appearance of a conflict of interest, and I will therefore fully disclose any and all compensation or incentives.
9. I understand that if I send bloggers products for review, they are not obligated to comment on them. Bloggers can return products at their own discretion.
10. If bloggers write about products I send them, I will proactively ask them to disclose the productsâ€™ source.
Good to have this summary, even though this really should be common sense, since it means: act honestly and transparently. A basic prerequisite when dealing with people. (In theory.)
Again, german blogger Robert Basic pointed me to something interesting: the digital identity map by FrÃ©dÃ©ric Cavazza.
A „map“ with all the web2.0 names you could possibly sign up with nowadays. (Did we need to sign up for bloody everything during web1.0, too, or is signing up just a 2.0 phenomenon?)
Unfortunately, I still don’t read french perfectly, even after a year in Paris, but for those who do, check out the theoretical derivation of this map.
For everyone else, just check out the map, it’s self-explanatory enough as it is:
At Reuters there is a story of IBM moving into virtual worlds such as Second Life – with a considerable budget:
IBM is ramping up its push into virtual worlds with an investment of roughly $10 million over the next 12 months, including an expanded presence within the popular 3D online universe Second Life.
Now that is scary. Considering the still relatively small size of SecondLife, such an investment seems enormous. On the other hand, people already spend almost $1 mio. per day. (I had to check twice, coz I couldn’t believe it!) And who knows how much they’ll really spend in Second Life?
Apparently they have been active in this space already:
IBM has already established the biggest Second Life presence of any Fortune 500 company. It uses the world primarily for training and meetings but has also built a simulation of the Wimbledon tennis tournament.
One thing I found interesting, as further on they write about the adoption of VR within the regular internet user base:
„The essence of e-commerce today is built around the idea of catalogs. That’s very useful, it fits with the idea of Web pages and catalog pages, but most people don’t think of shopping in terms of catalogs and pages, but in terms of stores that they go into,“ said IBM chief technology strategist Irving Wladawsky-Berger.
Well, I don’t necessarily agree with what Irving is hinting at. Switching on the computer and logging on to a virtual world still isn’t the same as visiting a real store to go shopping. Not with todays user interfaces anyway, which lack 3D presentation and have no haptic sensation at all.
But I am sure we will get there. It’s just a matter of T&T (time&technology), as always. And most likely we’ll someday smile when we look back at the days when we had to surf the net with screens, mice and keyboards, moving in a two-dimensional space with most of the content displayed in writing. I hope I will remember to link back to this post, once this has become reality.