MediaWatch: Media Widgets Will Be The New Ads... Are You Feeling Innovative?
By Tom Foremski - April 14, 2008
There has been much chatter about ads on blogs lately.
While ad networks rely on the page view count in order to decide whether they want to do business with you there is never any value placed on the fact that you might only have a 1,000 visitors that come by everyday to read what you are writing. Just as they won’t taking into account that you have a few thousand RSS readers who faithfully pull your feed everyday to read what you write.
Here is Sramana Mitra:
The networks, I am afraid, have a LOT to learn. At this point, they are pretty clueless about how to use their chips, including traffic, brand, and ad sales forces. They don’t really understand how to use links, they don’t know how to sell high CPM ads, and they don’t know how to converse with the blogosphere effectively.
It's really not about ads on blogs but rather online advertising in general. Back in December 2005 I issued this challenge:
Innovative Sponsors Needed
When it comes to advertising, I'd rather work with companies that would like to be innovative, try different things, and I've got a ton of ideas and challenges if that sort of thing appeals to you.
For example, let's turn the space occupied by a banner advert into something different, something useful. I don't know what that might be yet, but I have some ideas, and you have some too--that's where the innovation comes into play.
Are you feeling innovative? Call me, my cell is 415 336 7547.
It's taken a while for me to find an innovative sponsor. Intel has come to the forefront, which is great. I hand coded a demonstration media widget for Intel (it is on the right) and worked with Ken Kaplan over at Intel on this project. He likes this approach and I like it too.
The media widget is different from regular ads because we filter out banner ads, skyscraper ads, etc all the time. We have an in-built ad-blocker in our heads.
The media widget is different because done right, its content can change all the time. It is informative rather than a marketing slogan. It can be RSS enabled for quick updates, and it can be set up to showcase the latest news, blog posts, podcasts, vidcasts from a company. It can also be made shareable, and can be embedded in any web page.
The Intel media widget is a hand-coded demo for now. Newsgator has offered its technology to take it to the next level.
Are you innovative?
I'm looking for four other sponsors for SVW that are innovative companies and would like their new/social media showcased on Silicon Valley Watcher within a media widget..
I have space for only one PR company to use the media widget to showcase their new media practice and also their clients.
Are you feeling innovative?
Call me on my cell 415 336 7547. Or email tom(at)siliconvalleywatcher.com.
By Tom Foremski - April 14, 2008 | Permalink | Category: Media Watch
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Comments (5)
We all know that ideas come-and-go, and how so many "newcomers" are really just old ideas made new again. Anyone involved in dotcom in the early days knows that Six Degrees preceded Friendster which preceded FaceSpace, etc.
What most people don't realize, however, is that widgets are not new, nor is their use as advertising media. Circa 1995 an interactive agency in NYC called SiteSpecific began using what it called "Vignettes" as advertising media in place of banners. I know this cause I did a deal with them to provide Quote.com's financial data to be placed in wrappers that would be sponsored by, say, E*TRADE and then placed on NYT.com.
Point is that widgets, let alone "Media Widgets" have existed for a long time. There is nothing new to the Facebook Platform for embedded widgets, for they are just new flavors of an old idea of "portable apps". Same with leveraging widgets as an advertising vehicle, which is not to say that the media-type can't be improved, but it is to say that it is always important to give credit where credit is due, especially in a world of portable content, apps and rampant "borrowing" of intellectual property sans attribution.
Posted: April 14, 2008 4:57 PM
Casey: Thanks for the history lesson. I guess they are new again. They are new to a lot of people, and they are new to many web sites. But I agree with you that there isn't much new in terms of concept but there certainly is in terms of execution and adoption.
Dan Scheinman over at Cisco likes to say, the problem with innovative ideas is that you can be too early, or too late, or on time... Anytime is a challenging time :-)
Posted: April 14, 2008 6:01 PM
Tom:
Thanks for mentioning NewsGator widgets! We've got a lot of exciting stuff in the pipeline. You can follow it all in our brand new widget blog:
http://blogs.newsgator.com/newsgator_widget_blog/
Best,
Josh
Community Manager
NewsGator Widget & Data Services
Posted: April 15, 2008 8:54 AM
Casey's take is a good one. For me it was what Tom said: timing.
To think it came from bumping into Tom one evening near MOMA in San Francisco. We both talked a mile a minute, sharing ideas and talking about people we just met. A street side catchup/mashup of sorts, that turned to business: Intel's long-running sponsorship of his work.
From a flipping banner ad linked now to recent articles sharing our Podcasts and blogs dynamically...Tom opened the door to his readers so we dive into dialog with Intel.
The stories Tom is pulling in are created for sharing and getting Intel insiders to connect with tech interested people outside Intel.
Sure everyone's doing it -- blogging, Podcasting, communities -- but it has required a shift in the way we do things. A shift in resources, a shift in priorities and a thoughtful approach to opening up. Yet every step carries forward the best of a 40-year culture steeped in engineering and innovation.
Ever day it feels like we have a long way to go, so much to learn. But working with others like Tom allows us to learn faster and put our hopes/new ideas into practice.
The widget is cool, but it's only as valuable as the stories are meaningful to Tom's readers.
Tom -- thanks for helping us try new things.
Posted: April 15, 2008 9:23 AM
Others with media widget technology that deserve mention are Pheedo, and Interpolls. Interpolls has developed some very sophisticated online advertising. I wrote about Interpolls in early March.
Posted: April 15, 2008 10:27 AM