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Brier Dudley's blog

Brier Dudley offers a critical look at technology and business issues affecting the Northwest.

March 12, 2007 at 10:07 AM

The state of online ads, where to place Web bets

Today’s column didn’t have room for all the interesting tidbits in the Digital Outlook Report released today by aQuantive’s Avenue A | Razorfish agency.

One page has agency president Clark Kokich describing three big bets for 2007 — areas where it’s focusing investment this year:

Immersive media: The design, development and integration of rich media and interactive video across multiple digital platforms will become the key to eliciting an emotional reponse from users. Static, page-based design is giving way to deep, immersive experiences, all driven by the advent of rich Internet application technologies.

Integrated digital marketing: The digital channel is splintering into a wide range of customer experiences (RSS, widgets, blogs, Web video, mobile, search, e-mail, VOD, podcasting, etc.). Successful marketers will design, manage, track and optmize rich experiences across the full range of this continuum.

Consumer participation: Smart clients have started to enable consumer and marketer dialog through the ongoing design and optimization of social media and social networks. This trend will accelerate in 2007 as we continue to mine this platform to alter the way products and services are developed, marketed, positioned and sold.

The report also summarizes a survey of 18- to 24 year-olds in the U.S., U.K. and Canada that was intended to gather insights “into user behaviors and expectations for the next iteration of the Web.”

Among other things, survey participants expect to use the mobile phones more, but not necessarily for talking:

“One user told us that she kept her phone on all night and checked her text messages first thing in the morning.”

The participants love Apple products and their iPods, but the firm “found subtle evidence” that they’re not updating their music libraries as often as they used to and they’re open to alternative such as streaming music services:

“Further, the highly touted podcasting phenomenon doesn’t appear to be gaining widespread interest as a way to keep users’ content libraries fresh: ‘It (podcasting) just isn’t worth the effort. It just fills up your hard drive with stuff you may or may not get around to listening to,’ said a participant. From a media perspective, this leads us to to believe that there is openness to additional forms of music and content distribution.”

That didn’t stop the firm from offering a podcast summary of its report, however.

Comments | More in | Topics: Digital media, Web

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