MSN and Endemol have launched Kirill, an interactive online sci-fi show.
The Kirill series will run for ten episodes of three minutes each, following the stories of two characters living in a mysterious world.
Produced by Endemol and Pure Grass Films the show will screen in High Definition through Microsoft Silverlight technology.
Kirill watchers will be invited to get involved with the show through character blogs, videos and audio films, which will be hidden across the web.
Secret websites will also be created to help watchers decipher clues about the plot and characters.
Kirill looks like a spectacular show that will let fans become fully immersed in the world of the characters, and the online broadcasts on MSN.co.uk means sci-fi fans can catch up on the latest episodes at home or on the move.
Friday
Online sci-fi show: Kirill
MSN and Endemol have launched Kirill, an interactive online sci-fi show.
The Kirill series will run for ten episodes of three minutes each, following the stories of two characters living in a mysterious world.
Produced by Endemol and Pure Grass Films the show will screen in High Definition through Microsoft Silverlight technology.
Kirill watchers will be invited to get involved with the show through character blogs, videos and audio films, which will be hidden across the web.
Secret websites will also be created to help watchers decipher clues about the plot and characters.
Kirill looks like a spectacular show that will let fans become fully immersed in the world of the characters, and the online broadcasts on MSN.co.uk means sci-fi fans can catch up on the latest episodes at home or on the move.
The Kirill series will run for ten episodes of three minutes each, following the stories of two characters living in a mysterious world.
Produced by Endemol and Pure Grass Films the show will screen in High Definition through Microsoft Silverlight technology.
Kirill watchers will be invited to get involved with the show through character blogs, videos and audio films, which will be hidden across the web.
Secret websites will also be created to help watchers decipher clues about the plot and characters.
Kirill looks like a spectacular show that will let fans become fully immersed in the world of the characters, and the online broadcasts on MSN.co.uk means sci-fi fans can catch up on the latest episodes at home or on the move.
MySpace launches Android application
MySpace has created an Android application offering mobile access to its website to coincide with the UK release of the G1 Google phone.
The application will be available for free download on the Android Market - similar to the iPhone users' Apple Store - in anticipation of the official launch of the T-Mobile G1 in the UK.
MySpace is a natural fit for an optimized mobile experience, as users will now be able to access MySpace on the go. The MySpace Android application allows general MySpace access, instant photo uploads, and tour schedules and band profiles.
The new application also uses Shazam technology, which allows users to identify music by holding the phone towards an unknown song, which will then connect the user to the artist's MySpace page.
The MySpace Android integration has been one of the most download applications in the US marketplace since launch last week.
The application will be available for free download on the Android Market - similar to the iPhone users' Apple Store - in anticipation of the official launch of the T-Mobile G1 in the UK.
MySpace is a natural fit for an optimized mobile experience, as users will now be able to access MySpace on the go. The MySpace Android application allows general MySpace access, instant photo uploads, and tour schedules and band profiles.
The new application also uses Shazam technology, which allows users to identify music by holding the phone towards an unknown song, which will then connect the user to the artist's MySpace page.
The MySpace Android integration has been one of the most download applications in the US marketplace since launch last week.
Thursday
Esquire E-Ink Issue
For the October issue of Esquire, they have released 100,000 issues with the world's first E-Ink magazine cover to celebrate their 75th anniversary.
The Special Collectors Edition – “The 21st Century Begins Now” contains an experiential E-Ink display – the same technology used in the Amazon Kindle and Sony Reader.
This is the first time it's been used in a magazine cover, however, and it looks pretty cool.
You can read more about it at Esquire.com.
The magazine contains two displays, and Esquire says the batteries should last 90 days or more, and that life can be extended by storing the magazine somewhere cold – like the refrigerator!
You can see a video of the cover here.
The Special Collectors Edition – “The 21st Century Begins Now” contains an experiential E-Ink display – the same technology used in the Amazon Kindle and Sony Reader.
This is the first time it's been used in a magazine cover, however, and it looks pretty cool.
You can read more about it at Esquire.com.
The magazine contains two displays, and Esquire says the batteries should last 90 days or more, and that life can be extended by storing the magazine somewhere cold – like the refrigerator!
You can see a video of the cover here.
Ten things we will need to know in 2013
I’ve just read a transcript of Andrew Marsden’s keynote speech at The Marketing Forum, and found his insights into what we will need to know in our business by 2013 very interesting.
Although the fundamental role of marketing will remain the same, the context in which we conduct it is going to be very different.
The question of what we will need to know in the future has often made me think, so I thought I would share his thoughts on this subject to.
Here is the summary:
Although the fundamental role of marketing will remain the same, the context in which we conduct it is going to be very different.
The question of what we will need to know in the future has often made me think, so I thought I would share his thoughts on this subject to.
Here is the summary:
- Marketing will now need to think global and act within a global context in all that we do. We will have to deal with the changing economic relationships between east and west.
- The significant movement into larger and larger cities by huge numbers of the global population will create market opportunities on an urban scale. Metro marketing techniques and services will flourish.
- The rich elderly will need new products and services which reflect their differing life-stage ambitions.
- Planet Health, both ours and the environment will be a permanent agenda item on the marketing list.
- The war for resources will fundamentally change how we design, transport and cost our products. The era of cheap food and energy is over.
- Marketers are the natural management discipline to assume a broader role in the emerging requirement for transparent company models.
- As Marketers we will have to engaging, consult and interact with both staff and customers who are of a different generation type in new ways.
- It is also time for marketers to get real about the so called ‘new media’. To evaluate it based on actual performance and not some naive generational ambition.
- A major element of branded communications in 2013 will be about the 3Cs - Creation, content and co-operation. We will have to develop new IP models to deal with this emerging reality. We must strive to coordinate the image of the transparent company in the world, and we must embrace the leadership and coordination of the networks of stakeholders involved.
- We will need new agency models to operate successfully in this world. Many of the future assets of companies will be intangible, and marketers will increasingly become managers of intellectual property.
In short marketing in 2013 will be just as demanding and rewarding a profession as ever.
You can read the full transcript, which includes fascinating statistics and detail here.
Tuesday
Teen Gaming Survey finds gaming is often a social experience
The first survey of its kind in the USA finds that virtually all American teens play computer, console, or cell phone games, and that the gaming experience is rich and varied, with a significant amount of social interaction and potential for civic engagement.
The survey was conducted by the Pew Internet & American Life Project, an initiative of the Pew Research Center and was supported by the John D. and Catherine T. MacArthur Foundation.
The primary findings in the survey are:
Game playing is universal, with almost all teens playing games, and at least half playing games on a given day.
Game playing experiences are diverse, with the most popular games falling into the racing, puzzle, sports, action and adventure categories.
Game playing is also social, with most teens playing games with others at least some of the time and can incorporate many aspects of civic and political life.
Another major finding is that game playing sometimes involves exposure to mature content, with almost a third of teens playing games that are listed as appropriate only for people older than they are.
You can read the full survey here.
The survey was conducted by the Pew Internet & American Life Project, an initiative of the Pew Research Center and was supported by the John D. and Catherine T. MacArthur Foundation.
The primary findings in the survey are:
Game playing is universal, with almost all teens playing games, and at least half playing games on a given day.
Game playing experiences are diverse, with the most popular games falling into the racing, puzzle, sports, action and adventure categories.
Game playing is also social, with most teens playing games with others at least some of the time and can incorporate many aspects of civic and political life.
Another major finding is that game playing sometimes involves exposure to mature content, with almost a third of teens playing games that are listed as appropriate only for people older than they are.
You can read the full survey here.
Top 10 wish list for agencies of the future
Sapient recently sponsored a national online digital marketing and interactive advertising survey to gain insight into what brands want from their advertising and marketing agencies in the next 12 months.
Survey respondents were asked about the top qualities they sought in their advertising and marketing agencies in the coming year, and based on the results a Top 10 Wish List for Agencies of the Future has been created:
1. Greater knowledge of the digital space. More than a third of marketers surveyed revealed that they are not confident that their current agency is well-positioned to take their brand through the unchartered waters of online digital marketing and interactive advertising. In fact 45% had switched agencies (or plan to switch in the next 12 months) for one with greater digital knowledge, or have hired an additional digital specialist to handle their interactive campaigns. It’s clear that agencies need to have a greater knowledge of the digital space in order to thrive, especially when it comes to an agency’s area of expertise, with 79% of respondents rating “interactive/digital” functions as ‘important/very important.’
2. More use of “pull interactions”. When trying to engage consumers with their brand, 90% agree that it is becoming increasingly important that their agency uses ‘pull interactions’ such as social media and online communities rather than traditional ‘push’ campaigns.
3. Leverage virtual communities. An overwhelming 94% of respondents expressed interest in leveraging virtual communities (public and private) to understand more about their target audience.
4. Agency executives using the technology they are recommending. 92% of respondents said it was ‘somewhat’ or ‘very’ important that agency employees use the technologies that they are recommending. For example, it is important that agency executives regularly use Facebook, Flickr, wikis, blogs, etc. in their personal social media mix.
5. Chief Digital Officers make agencies more appealing. 43% of the marketers surveyed said that agencies with Chief Digital Officers are more appealing than those without.
6. Web 2.0 and social media savvy. 63% said that an agency’s Web 2.0 and social media capabilities are ‘important/very important’ when it comes to agency selection.
7. Agencies that understand consumer behavior. 76% of respondents deemed this as an ‘important/very important’ aspect of their agency’s online digital marketing and interactive advertising area of expertise.
8. Demonstrate strategic thinking. 77% ranked strategy/brain trust capabilities at the top of their agency wish list.
9. Branding and creative capabilities. 67% ranked branding at the top of their agency wish list while 76% ranked creative capabilities as ‘important/very important.’
10. Ability to measure success. Marketers want an agency that can report on where campaigns succeeded, fell short, and where they should be fine-tuned, with 65% ranking analytics at the top of their agency wish list.
Brands want agencies that can deliver on these demands today, and as interactive channels becomes increasingly important, only those agencies that can create, manage, and measure multi-channel campaigns will stay relevant and thrive in an uncertain economy.
Survey respondents were asked about the top qualities they sought in their advertising and marketing agencies in the coming year, and based on the results a Top 10 Wish List for Agencies of the Future has been created:
1. Greater knowledge of the digital space. More than a third of marketers surveyed revealed that they are not confident that their current agency is well-positioned to take their brand through the unchartered waters of online digital marketing and interactive advertising. In fact 45% had switched agencies (or plan to switch in the next 12 months) for one with greater digital knowledge, or have hired an additional digital specialist to handle their interactive campaigns. It’s clear that agencies need to have a greater knowledge of the digital space in order to thrive, especially when it comes to an agency’s area of expertise, with 79% of respondents rating “interactive/digital” functions as ‘important/very important.’
2. More use of “pull interactions”. When trying to engage consumers with their brand, 90% agree that it is becoming increasingly important that their agency uses ‘pull interactions’ such as social media and online communities rather than traditional ‘push’ campaigns.
3. Leverage virtual communities. An overwhelming 94% of respondents expressed interest in leveraging virtual communities (public and private) to understand more about their target audience.
4. Agency executives using the technology they are recommending. 92% of respondents said it was ‘somewhat’ or ‘very’ important that agency employees use the technologies that they are recommending. For example, it is important that agency executives regularly use Facebook, Flickr, wikis, blogs, etc. in their personal social media mix.
5. Chief Digital Officers make agencies more appealing. 43% of the marketers surveyed said that agencies with Chief Digital Officers are more appealing than those without.
6. Web 2.0 and social media savvy. 63% said that an agency’s Web 2.0 and social media capabilities are ‘important/very important’ when it comes to agency selection.
7. Agencies that understand consumer behavior. 76% of respondents deemed this as an ‘important/very important’ aspect of their agency’s online digital marketing and interactive advertising area of expertise.
8. Demonstrate strategic thinking. 77% ranked strategy/brain trust capabilities at the top of their agency wish list.
9. Branding and creative capabilities. 67% ranked branding at the top of their agency wish list while 76% ranked creative capabilities as ‘important/very important.’
10. Ability to measure success. Marketers want an agency that can report on where campaigns succeeded, fell short, and where they should be fine-tuned, with 65% ranking analytics at the top of their agency wish list.
Brands want agencies that can deliver on these demands today, and as interactive channels becomes increasingly important, only those agencies that can create, manage, and measure multi-channel campaigns will stay relevant and thrive in an uncertain economy.
Monday
Bebo plans for six online TV productions in 2009
Bebo has announced that it will be making a minimum of six original online productions in 2009 under a newly created programme banner “Bebo Originals”.
The productions will build on the success of its previous online dramas, such as 'KateModern' and 'Sofia's Diary' – which has since been broadcast on Channel Five.
It's been just over a year since the social media network launched KateModern and demonstrated the full potential of popular short form content broadcast over a social network, and Bebo has said it was developing and commissioning content for 2009 that would broaden out from successful dramas to encompass entertainment, reality and comedy.
The shows will be scheduled so that they are given an opportunity to perform on Bebo without competition, as well as offering promotional support across the network by building them into a constant schedule throughout next year.
The programming will fall in the three main categories:
Firstly Bebo Originals, which are the equivalent of a television broadcaster's original commission that benefits from the support and promotion of the network. These will be of the same quality of previous original commissions, 'KateModern', 'Sofia's Diary', and 'The Secret World of Sam King'.
Secondly there will be third-party productions created exclusively for air on Bebo, as well as programmes broadcast on traditional platforms. Examples include 'Meet The Freshers', which will airing next month on Bebo.
Lastly there are Open Media production deals struck with conventional broadcasters such as the BBC and Channel 4 and resulting in shows such as 'Fonejacker' and 'Top Gear' being aired on Bebo.
The productions will build on the success of its previous online dramas, such as 'KateModern' and 'Sofia's Diary' – which has since been broadcast on Channel Five.
It's been just over a year since the social media network launched KateModern and demonstrated the full potential of popular short form content broadcast over a social network, and Bebo has said it was developing and commissioning content for 2009 that would broaden out from successful dramas to encompass entertainment, reality and comedy.
The shows will be scheduled so that they are given an opportunity to perform on Bebo without competition, as well as offering promotional support across the network by building them into a constant schedule throughout next year.
The programming will fall in the three main categories:
Firstly Bebo Originals, which are the equivalent of a television broadcaster's original commission that benefits from the support and promotion of the network. These will be of the same quality of previous original commissions, 'KateModern', 'Sofia's Diary', and 'The Secret World of Sam King'.
Secondly there will be third-party productions created exclusively for air on Bebo, as well as programmes broadcast on traditional platforms. Examples include 'Meet The Freshers', which will airing next month on Bebo.
Lastly there are Open Media production deals struck with conventional broadcasters such as the BBC and Channel 4 and resulting in shows such as 'Fonejacker' and 'Top Gear' being aired on Bebo.
Nokia 7610 crossover campaign
Nokia has launched a TV ad designed to pull people around the world into a web 2.0 drama following the lives of three young people over several weeks.
Supporting Nokia's 7610 handset, the TV spot introduces three characters Anna, Jade and Luca, starting with intrigue about one of them having listened to another's voicemail and sets the scene for how their lives might unfold.
Nokia is aiming to re-engage a younger audience with the campaign, which includes TV, print, outdoor and radio along with the digital elements in an integrated campaign which will run in 10 different languages through a constant feed of content for over six weeks.
Fans will be able to learn everything about the characters through their text messages, photos, videos and calls on somebodyelsesphone.com, as well as signing up to their Facebook pages to have a more personal conversation.
The microsite is supported by mobile content, interactive partnerships, widgets, Facebook pages, banner ads and a number of events in association with partners.
At the end of the six weeks, the characters' stories will confront crucial decisions that will affect their future. These questions will be shared with the audience, giving them the opportunity to influence the storylines themselves.
A goodbye from each character will then be revealed a few weeks after the campaign finale event on December 11 in Paris, when competition winners will have the chance to meet the cast.
Supporting Nokia's 7610 handset, the TV spot introduces three characters Anna, Jade and Luca, starting with intrigue about one of them having listened to another's voicemail and sets the scene for how their lives might unfold.
Nokia is aiming to re-engage a younger audience with the campaign, which includes TV, print, outdoor and radio along with the digital elements in an integrated campaign which will run in 10 different languages through a constant feed of content for over six weeks.
Fans will be able to learn everything about the characters through their text messages, photos, videos and calls on somebodyelsesphone.com, as well as signing up to their Facebook pages to have a more personal conversation.
The microsite is supported by mobile content, interactive partnerships, widgets, Facebook pages, banner ads and a number of events in association with partners.
At the end of the six weeks, the characters' stories will confront crucial decisions that will affect their future. These questions will be shared with the audience, giving them the opportunity to influence the storylines themselves.
A goodbye from each character will then be revealed a few weeks after the campaign finale event on December 11 in Paris, when competition winners will have the chance to meet the cast.
Friday
Are robots are capable of intelligent thought?
Last weekend an experiment took place in Berkshire to see if robots are in fact capable of intelligent thought.
Scientists at the University of Reading tested five machines to see if they could pass themselves off as humans in text-based conversations with people.
No robot has ever passed the Turing Test, which requires the robot to fool 30% of its human interrogators. The test was devised in 1950 by British Mathematician Alan Turing, who said that if a machine was indistinguishable from a human, then it was "thinking".
During the experiment, five artificial conversational entities (ACEs) competed in a series of five-minute long, unrestricted conversational tests where the ACEs tried to pass themselves off as humans to the judges.
The tests took place as part of the 18th Loebner Prize for artificial intelligence – an annual competition which awards prizes for the most human-like machine of those entered.
During the tests, all of the ACEs managed to fool at least one of their human interrogators, and one robot, Elbot, came close to passing by reaching 5% below the pass mark.
The results actually show a more complex story than a straight pass or fail. Where the machines were identified correctly by the human interrogators as machines, the conversational abilities of each were scored at 80% and 90%.
This demonstrates how close machines are getting to reaching the milestone of communicating with us in a way in which we are comfortable.
That eventual day will herald a new phase in our relationship with machines, bringing closer the time in which robots start to play an active role in our daily lives.
Scientists at the University of Reading tested five machines to see if they could pass themselves off as humans in text-based conversations with people.
No robot has ever passed the Turing Test, which requires the robot to fool 30% of its human interrogators. The test was devised in 1950 by British Mathematician Alan Turing, who said that if a machine was indistinguishable from a human, then it was "thinking".
During the experiment, five artificial conversational entities (ACEs) competed in a series of five-minute long, unrestricted conversational tests where the ACEs tried to pass themselves off as humans to the judges.
The tests took place as part of the 18th Loebner Prize for artificial intelligence – an annual competition which awards prizes for the most human-like machine of those entered.
During the tests, all of the ACEs managed to fool at least one of their human interrogators, and one robot, Elbot, came close to passing by reaching 5% below the pass mark.
The results actually show a more complex story than a straight pass or fail. Where the machines were identified correctly by the human interrogators as machines, the conversational abilities of each were scored at 80% and 90%.
This demonstrates how close machines are getting to reaching the milestone of communicating with us in a way in which we are comfortable.
That eventual day will herald a new phase in our relationship with machines, bringing closer the time in which robots start to play an active role in our daily lives.
Thursday
Google launches in-game ads
Google is finally making progress into the in-game advertising sector with the beta launch of AdSense for Games.
The technology platform will allow brands to place relevant ads in web-based games, in an extension of Google AdSense, which matches ads to the content of websites.
The in-game ads will take the form of videos that players watch before or after a game, or after completing an individual level.
Google is working with select game developers and publishers including; Konami, Playfish, Zynga, Demand Media, games network Mochi Media, as well as advertisers such as Esurance, Sprint, and Sony Pictures.
The program will allow advertisers to reach the growing number of gamers who are engaged in online play, for instance, in anticipation of a sporting event, an advertiser could use the technology to feature its logo within that sports event's accompanying online game and reach its relevant demographic as a result.
According to comScore, over 25 per cent of Web users play online games every week, representing over 200 million global users
The technology platform will allow brands to place relevant ads in web-based games, in an extension of Google AdSense, which matches ads to the content of websites.
The in-game ads will take the form of videos that players watch before or after a game, or after completing an individual level.
Google is working with select game developers and publishers including; Konami, Playfish, Zynga, Demand Media, games network Mochi Media, as well as advertisers such as Esurance, Sprint, and Sony Pictures.
The program will allow advertisers to reach the growing number of gamers who are engaged in online play, for instance, in anticipation of a sporting event, an advertiser could use the technology to feature its logo within that sports event's accompanying online game and reach its relevant demographic as a result.
According to comScore, over 25 per cent of Web users play online games every week, representing over 200 million global users
BBC to create open standard IPTV platform
The BBC is looking to create an open industry standard IPTV platform to enable content providers to easily launch Internet TV services.
The service, codenamed Canvas, would potentially be available through a set-top box, and enable any service to build applications onto the platform.
Although yet to be approved by the BBC Trust, it would be an opportunity for the iPlayer to extend its functionality, and give a clean path into viewer’s living rooms with the richness and community that the Web offers.
Canvas is said to be at least 12 to 18 months away, and it is still unclear how it would be funded.
The BBC already makes its iPlayer content available in the living room through deals with Virgin Media, Nintendo Wii and Sony's PlayStation 3, and recently made a deal with Nokia to allow users of the Nokia N96 to download iPlayer programs.
The BBC is also looking into developing cross-platform widgets where users could be on the BBC Weather site and take content across with them as they browse the Web. For example, users may take a traffic widget and move it across onto their phone, so ultimately, taking the content with them wherever they want to go.
There are also reports of a children's iPlayer, which could ‘potentially’ launch by the end of the year.
BBC iPlayer had been a great success so far with usage figures cited at 92% of users streaming content, while the rest is downloaded. And since its launch, 220 million videos have been delivered, with users spending an average time of 20-22 minutes with the content.
The service, codenamed Canvas, would potentially be available through a set-top box, and enable any service to build applications onto the platform.
Although yet to be approved by the BBC Trust, it would be an opportunity for the iPlayer to extend its functionality, and give a clean path into viewer’s living rooms with the richness and community that the Web offers.
Canvas is said to be at least 12 to 18 months away, and it is still unclear how it would be funded.
The BBC already makes its iPlayer content available in the living room through deals with Virgin Media, Nintendo Wii and Sony's PlayStation 3, and recently made a deal with Nokia to allow users of the Nokia N96 to download iPlayer programs.
The BBC is also looking into developing cross-platform widgets where users could be on the BBC Weather site and take content across with them as they browse the Web. For example, users may take a traffic widget and move it across onto their phone, so ultimately, taking the content with them wherever they want to go.
There are also reports of a children's iPlayer, which could ‘potentially’ launch by the end of the year.
BBC iPlayer had been a great success so far with usage figures cited at 92% of users streaming content, while the rest is downloaded. And since its launch, 220 million videos have been delivered, with users spending an average time of 20-22 minutes with the content.
Monday
Geo-location from Firefox
Mozilla, the developer of the Firefox web browser, has released geo-location technology that allows Firefox to detect the physical location of the computer it is running on.
Called Geode, the program allows a website to request access to the users location by mapping out the wireless Internet signals in that specific area and showing the browser where that computer is located – accurate to within 10 to 20 metres.
Users can give out as much information as they want; from a specific area, to city, or country, and uses technology from GPS firm Skyhook, which does not store or use any personal identifying information, ensuring user privacy.
For example, this could become useful for people arriving in a new country and don’t know where they are, or where they could eat, so helps them get their bearings and finds what restaurants are within their vicinity. Geode automatically deduces their location, and displays some suggestions close by and plots the directions there.
However, Mozilla sees more potential for Geode than just restaurant lookups, and has invited Firefox users to post their ideas for the program on its Concept Series blog.
The project is an experimental add-on from Mozilla's full-blown geo-location program, which will be available on Firefox version 3.1.
Called Geode, the program allows a website to request access to the users location by mapping out the wireless Internet signals in that specific area and showing the browser where that computer is located – accurate to within 10 to 20 metres.
Users can give out as much information as they want; from a specific area, to city, or country, and uses technology from GPS firm Skyhook, which does not store or use any personal identifying information, ensuring user privacy.
For example, this could become useful for people arriving in a new country and don’t know where they are, or where they could eat, so helps them get their bearings and finds what restaurants are within their vicinity. Geode automatically deduces their location, and displays some suggestions close by and plots the directions there.
However, Mozilla sees more potential for Geode than just restaurant lookups, and has invited Firefox users to post their ideas for the program on its Concept Series blog.
The project is an experimental add-on from Mozilla's full-blown geo-location program, which will be available on Firefox version 3.1.
Thursday
A placid revolution
In his book ‘Here Comes Everybody’ Clay Shirky recognised that revolutions don't happen when technology is introduced, but when it becomes ubiquitous.
Mobile has indeed achieved total saturation, but the use of content and services haven't followed suit, and has meant we are yet to see the fabled 'year of mobile advertising' revolution.
But with O2's prediction that mobile marketing spend is to grow 150% over the next five years it seems entirely feasible that it could happen so long as the channel helps itself to grow.
The opportunity lies in generating new spend from the thousands of clients yet to experiment with mobile, and although mobile is still ranked alongside social networking as a nice-to-have, rather than an essential, it will never be relevant for all.
But clever spend, in the right channels, will allows brands to punch above their weight, and potentially deliver an effective alternative.
So, in order to take full advantage, mobile must ensure it overcomes the ongoing hurdles of education, fragmentation and usability. If it fails, then the platform will never become ubiquitous, and any potential revolutions will be muted before they can even begin.
Mobile has indeed achieved total saturation, but the use of content and services haven't followed suit, and has meant we are yet to see the fabled 'year of mobile advertising' revolution.
But with O2's prediction that mobile marketing spend is to grow 150% over the next five years it seems entirely feasible that it could happen so long as the channel helps itself to grow.
The opportunity lies in generating new spend from the thousands of clients yet to experiment with mobile, and although mobile is still ranked alongside social networking as a nice-to-have, rather than an essential, it will never be relevant for all.
But clever spend, in the right channels, will allows brands to punch above their weight, and potentially deliver an effective alternative.
So, in order to take full advantage, mobile must ensure it overcomes the ongoing hurdles of education, fragmentation and usability. If it fails, then the platform will never become ubiquitous, and any potential revolutions will be muted before they can even begin.
A Message From Earth
The extra-terrestrial communication project, 'A Message From Earth', set up by social networking site Bebo, production company RDF, and one of the world's experts in interstellar radio communication, Dr Alexander Zaitsev, today beamed 500 messages into space in a digital time capsule.
Using a Ukrainian radio telescope, normally used to identify and track asteroids that pose a threat to Earth, the message is being beamed to a planet orbiting the star Gliese 581c – 20 light years, or 120 trillion-miles, from Earth – because it is believed to be capable of supporting life.
The Message From Earth project, which launched on 4th August 2008, invited Bebo users, celebrities and politicians to submit messages and pictures that "consider the planet from a fresh perspective", and raise awareness of environmental pressures on our planet.
Users posted entries and voted for the best ones on a dedicated Bebo page, of which the winning 500 were sent into space today – 9th October 2008.
Today's youth audience is always looking for ways to express itself and this project gives us a window into what people care about, from lighthearted fun, to the issues that really make people stop and think.
It is exciting to see how young people chose to represent humanity and the planet, and although some of the messages may be a little naïve, they do portray a creative and fresh look at the subject.
In the first month after launch the site attracted 350,000 visitors and 10m video views. Oli Madgett, who conceived the project, is now working on developing the next stage of the project, both in terms of integrating brands, rolling out into other territories, and launching a complementary TV proposition!
Using a Ukrainian radio telescope, normally used to identify and track asteroids that pose a threat to Earth, the message is being beamed to a planet orbiting the star Gliese 581c – 20 light years, or 120 trillion-miles, from Earth – because it is believed to be capable of supporting life.
The Message From Earth project, which launched on 4th August 2008, invited Bebo users, celebrities and politicians to submit messages and pictures that "consider the planet from a fresh perspective", and raise awareness of environmental pressures on our planet.
Users posted entries and voted for the best ones on a dedicated Bebo page, of which the winning 500 were sent into space today – 9th October 2008.
Today's youth audience is always looking for ways to express itself and this project gives us a window into what people care about, from lighthearted fun, to the issues that really make people stop and think.
It is exciting to see how young people chose to represent humanity and the planet, and although some of the messages may be a little naïve, they do portray a creative and fresh look at the subject.
In the first month after launch the site attracted 350,000 visitors and 10m video views. Oli Madgett, who conceived the project, is now working on developing the next stage of the project, both in terms of integrating brands, rolling out into other territories, and launching a complementary TV proposition!
Wednesday
Calling time on drunken emails
We’ve all sent those emotional emails we regret after stumbling home from the pub after an alcohol-fueled session.
If only there was some kind of drunkenness detector that could stop you from baring your virtual soul after a night on the funny juice.
But that sinking feeling you get the next day when you realise you’ve sent a pathetic plea for reconciliation with an old flame, or told your boss to take a running jump, could become a thing of the past.
Google have just unveiled a feature for Gmail called Mail Goggles which forces users to take a sobriety test when trying to send that late-night email. And what better way to verify if you’re in the right state of mind to send an email than by giving you some simple maths puzzles to solve.
The feature allows you to specify ‘danger zone’ times and days when you fear you might be a bit tipsy (say, after 11pm on Fridays and Saturdays) – and if you try to send an email after that, it'll force you to take a sobriety test.
If you're not of sufficiently sound mind to complete some basic arithmetic puzzles then you're also not in any fit state to be emailing anybody.
The idea is being tested in the mail labs and may become a standard feature for Google users if the pilot scheme is a success, and is an amusing step forward in making the Internet ‘booze-compliant’.
Now, if somebody could just make similar drunk-filters for Twitter and Facebook, then we could finally enjoy the glorious world of alcohol without the lurking terror that we're going to end up forwarding furry porn to our mums!
If only there was some kind of drunkenness detector that could stop you from baring your virtual soul after a night on the funny juice.
But that sinking feeling you get the next day when you realise you’ve sent a pathetic plea for reconciliation with an old flame, or told your boss to take a running jump, could become a thing of the past.
Google have just unveiled a feature for Gmail called Mail Goggles which forces users to take a sobriety test when trying to send that late-night email. And what better way to verify if you’re in the right state of mind to send an email than by giving you some simple maths puzzles to solve.
The feature allows you to specify ‘danger zone’ times and days when you fear you might be a bit tipsy (say, after 11pm on Fridays and Saturdays) – and if you try to send an email after that, it'll force you to take a sobriety test.
If you're not of sufficiently sound mind to complete some basic arithmetic puzzles then you're also not in any fit state to be emailing anybody.
The idea is being tested in the mail labs and may become a standard feature for Google users if the pilot scheme is a success, and is an amusing step forward in making the Internet ‘booze-compliant’.
Now, if somebody could just make similar drunk-filters for Twitter and Facebook, then we could finally enjoy the glorious world of alcohol without the lurking terror that we're going to end up forwarding furry porn to our mums!
Tuesday
Understanding Viral Marketing
Viral campaigns can be used to achieve a variety of different marketing objectives. Both agencies and brands must understand what a viral can and can’t do, and they must ensure that it fits in with the wider marketing strategy.
If a brand is scared of using viral then they probably don’t fully comprehend the medium, or have heard the negative stories of badly designed viral campaigns. But that isn’t an excuse for not using viral. Viral marketing can be used for a variety of interesting factors such as:
But a brand shouldn’t just do a viral because it is fashionable, or because their competitors are doing it, and choosing to use viral at the last minute is a common mistake. Brands will only get the most out of a viral if it’s planned early on as part of a wider campaign. The execution and creative of a viral should be determined by the campaign objectives and, realistically, by the budget. Commission a campaign by saying “we want a game” or “we want a film” is a big no-no.
What's more, trying to do too much within a single campaign is also a common problem, so making sure the objectives at the beginning of the process are realistic is very important. There will always be compromises to be made between objectives like the levels of brand control and data-capture, against levels of awareness generated through strong unconstrained creative.
For an agency, referring to the word “viral” in the creative can in fact be detrimental, as most clients don’t actually know what a viral is, so using the term can lead to people rejecting the idea. A viral will succeed or fail according to its creative. Agencies must think about why someone would pass it on to their friends. Simply creating a ‘splat’, or game involving a brand mascot, will not go viral. Viral campaigns need to be a talking point and to lead to that magical “water cooler moment”.
Just using the TV ad is not a viral. Unless the TV ad is outstanding, a re-purposed ad it isn’t going to go viral. Importantly, the content of a viral needs to be special in some way. The only way a brand can create mileage out of a TV ad is to create something like a special pre-release, include outtakes or special bonus features. Or, if they want controversy, get the as banned on TV and release it for ‘Internet only’ amidst a flourish of PR.
In addition, brands must consider the long-term, and the fact that a viral is ‘not just for Christmas’. Whereas traditional advertising media are largely limited by media space cost, once a viral is launched it can work on an ongoing way. Based around this premise, brands can develop a whole 'advertainment' campaign containing different viral executions.
Viral is also not just about the ‘Internet’. The best viral concepts are capable of creating a cross-media buzz, so when planning a campaign, agencies should think about the other media which viral can reach out into, for example; mobile (through Bluetooth), offline press, and TV. Viral can also work on both a global and a local basis, and although localised virality is more difficult to achieve, it is possible with the right strategy and creative.
Viral is not the same as a direct email campaign. A viral campaign is designed to work through word-of-mouth / peer-to-peer self referral mechanics. Buying a mailing list can be effective as part of the seeding mix, but should always be clearly justified (i.e. in terms of specific targeting).
Seeding is about placing viral content in front of key influencers within the target networks, but is often an area that is overlooked, and seen as just relying on the good-will of the agency to send out the campaign. Just as a brand wouldn’t commission a TV ad without buying media space, they shouldn’t commission a viral without considering the cost of seeding. If the creative is positioned correctly, a viral will be passed between people within these networks, and although the more influential networks now charge for posting a campaign on their site, there are still 1000’s of other sites that don’t charge.
Successful viral campaigns are not just about attracting millions of users, as often 90% of the viewers will not be the target market. Brands must be clear about what they are looking to achieve at the start of the campaign, and judge a campaign’s success against these metrics. They also need to ensure that they budget for all stages of a viral campaign, from initial strategy development to the seeding and tracking of a campaign.
In summary viral marketing is an art, requiring a set of specialist knowledge, but viral campaigns can be boiled down to 4 core activities:
If a brand is scared of using viral then they probably don’t fully comprehend the medium, or have heard the negative stories of badly designed viral campaigns. But that isn’t an excuse for not using viral. Viral marketing can be used for a variety of interesting factors such as:
- Buzz: To launch a product, act as part of an ignition campaign, or to create brand awareness
- PR: To form the central ‘event’ around which a brand can sell PR stories into offline/online press
- Data-capture: To increase an email database, or find out something about the audience by integrating a polling function
- Direct sales: To drive traffic through to an e-commerce site and generate direct sales
- Pure advertainment: Using the viral simply to entertain the audience, while constantly reminding them of the brand
- Brand participation: Using the interactive nature of the viral to get people interacting with the brand
But a brand shouldn’t just do a viral because it is fashionable, or because their competitors are doing it, and choosing to use viral at the last minute is a common mistake. Brands will only get the most out of a viral if it’s planned early on as part of a wider campaign. The execution and creative of a viral should be determined by the campaign objectives and, realistically, by the budget. Commission a campaign by saying “we want a game” or “we want a film” is a big no-no.
What's more, trying to do too much within a single campaign is also a common problem, so making sure the objectives at the beginning of the process are realistic is very important. There will always be compromises to be made between objectives like the levels of brand control and data-capture, against levels of awareness generated through strong unconstrained creative.
For an agency, referring to the word “viral” in the creative can in fact be detrimental, as most clients don’t actually know what a viral is, so using the term can lead to people rejecting the idea. A viral will succeed or fail according to its creative. Agencies must think about why someone would pass it on to their friends. Simply creating a ‘splat’, or game involving a brand mascot, will not go viral. Viral campaigns need to be a talking point and to lead to that magical “water cooler moment”.
Just using the TV ad is not a viral. Unless the TV ad is outstanding, a re-purposed ad it isn’t going to go viral. Importantly, the content of a viral needs to be special in some way. The only way a brand can create mileage out of a TV ad is to create something like a special pre-release, include outtakes or special bonus features. Or, if they want controversy, get the as banned on TV and release it for ‘Internet only’ amidst a flourish of PR.
In addition, brands must consider the long-term, and the fact that a viral is ‘not just for Christmas’. Whereas traditional advertising media are largely limited by media space cost, once a viral is launched it can work on an ongoing way. Based around this premise, brands can develop a whole 'advertainment' campaign containing different viral executions.
Viral is also not just about the ‘Internet’. The best viral concepts are capable of creating a cross-media buzz, so when planning a campaign, agencies should think about the other media which viral can reach out into, for example; mobile (through Bluetooth), offline press, and TV. Viral can also work on both a global and a local basis, and although localised virality is more difficult to achieve, it is possible with the right strategy and creative.
Viral is not the same as a direct email campaign. A viral campaign is designed to work through word-of-mouth / peer-to-peer self referral mechanics. Buying a mailing list can be effective as part of the seeding mix, but should always be clearly justified (i.e. in terms of specific targeting).
Seeding is about placing viral content in front of key influencers within the target networks, but is often an area that is overlooked, and seen as just relying on the good-will of the agency to send out the campaign. Just as a brand wouldn’t commission a TV ad without buying media space, they shouldn’t commission a viral without considering the cost of seeding. If the creative is positioned correctly, a viral will be passed between people within these networks, and although the more influential networks now charge for posting a campaign on their site, there are still 1000’s of other sites that don’t charge.
Successful viral campaigns are not just about attracting millions of users, as often 90% of the viewers will not be the target market. Brands must be clear about what they are looking to achieve at the start of the campaign, and judge a campaign’s success against these metrics. They also need to ensure that they budget for all stages of a viral campaign, from initial strategy development to the seeding and tracking of a campaign.
In summary viral marketing is an art, requiring a set of specialist knowledge, but viral campaigns can be boiled down to 4 core activities:
- Strategy: Identifying the objectives, how viral fits in with the wider brand activity and how to achieve goals within budget
- Creative: The development of creative ideas across different media formats (e.g. game / film / application)
- Production: Turning ideas into reality. Different media take differing amounts of time to produce, and incur differing costs
- Seeding and tracking: Launching a campaign, seeding it into the relevant influencer networks and tracking its success
Is it the end of advertising as we know it?
The trends toward creative populism, personalised measurements, interactivity, open inventory platforms, together with greater consumer control, is going to generate more change in the advertising industry over the next 5 years than it has experienced in the last 50.
Increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked, so the traditional advertising players; agencies, broadcasters, and distributors will be affected unless they can successfully implement consumer, business model, and business design innovation.
There is no primary role for linear TV any more, and we are seeing the ‘neutral’ evaluation of all media formats meaning that many of the skills and capabilities that were the foundation of success in the past will need refinement, transformation, or even outright replacement.
The latest research from IBM Global Business Services points to four change drivers which are shifting control within the industry:
Attention
Consumers are increasingly exercising control of how they view, interact with, and filter advertising in a multichannel world. TV time is now rivaled by PC time as consumers continue to shift their attention away from linear TV and adopt ad-skipping, ad-sharing, and ad-rating tools.
Creativity
Thanks to technology, the rising popularity of user-generated and peer-delivered content, and new ad revenue-sharing models, amateurs and semi-professionals are now creating lower-cost advertising content that is arguably as appealing to consumers as the versions created by agencies. The survey suggests this trend will continue with user-generated content sites becoming the top destination for viewing online video content, and established players, like magazine publishers and broadcasters partnering with advertisers to develop strategic marketing campaigns – taking on traditional agency functions and broadening creative roles.
Measurement
It is expected that 20% of advertising revenue will shift from impression-based to impact-based formats within three years as advertisers demand more individual-specific and involvement based measurements, putting pressure on the traditional mass-market model.
Advertising inventories
New entrants are making ad space that once was proprietary, available through open, efficient exchanges. As a result open platforms will start to take more of the revenue currently flowing to proprietary incumbents such as broadcasters.
Increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked, so the traditional advertising players; agencies, broadcasters, and distributors will be affected unless they can successfully implement consumer, business model, and business design innovation.
There is no primary role for linear TV any more, and we are seeing the ‘neutral’ evaluation of all media formats meaning that many of the skills and capabilities that were the foundation of success in the past will need refinement, transformation, or even outright replacement.
The latest research from IBM Global Business Services points to four change drivers which are shifting control within the industry:
Attention
Consumers are increasingly exercising control of how they view, interact with, and filter advertising in a multichannel world. TV time is now rivaled by PC time as consumers continue to shift their attention away from linear TV and adopt ad-skipping, ad-sharing, and ad-rating tools.
Creativity
Thanks to technology, the rising popularity of user-generated and peer-delivered content, and new ad revenue-sharing models, amateurs and semi-professionals are now creating lower-cost advertising content that is arguably as appealing to consumers as the versions created by agencies. The survey suggests this trend will continue with user-generated content sites becoming the top destination for viewing online video content, and established players, like magazine publishers and broadcasters partnering with advertisers to develop strategic marketing campaigns – taking on traditional agency functions and broadening creative roles.
Measurement
It is expected that 20% of advertising revenue will shift from impression-based to impact-based formats within three years as advertisers demand more individual-specific and involvement based measurements, putting pressure on the traditional mass-market model.
Advertising inventories
New entrants are making ad space that once was proprietary, available through open, efficient exchanges. As a result open platforms will start to take more of the revenue currently flowing to proprietary incumbents such as broadcasters.
Friday
Microsoft’s latest customer incentives program: SearchPerks!
This week sees Microsoft launch yet another customer rewards-focused incentives campaign to try and get people to use Live Search, in an attempt to gain ground in the search market.
Requiring users to install a small desktop counter that calculates how many times they use Live Search, “SearchPerks!” then rewards users with virtual 'tickets' for joining the program, and every time they search – up to a maximum of 25 a day. These are accumulated for a chance to win prizes such as; music downloads, airmiles, video games, or even an Xbox.
Previous reward programs that Microsoft has run to boost their search numbers included the Live Search Club, a somewhat criticized program that rewarded users for playing games using Live Search, and the Live Search “Cashback" feature that rewarded users for using Live Search by offering rebates for products bought online.
Although it’s not likely to be market changer, it does seem to be having short term benefits for Microsoft's search business. Searchperks! appears to be far more straightforward, logical, and despite the large number of tickets you need to redeem a prize (7 months of searches for an Xbox) it is very consumer friendly.
But there is a catch. You have to be an IE user and have a Windows Live ID to take part.
However it does look like Microsoft has finally realised that it’s never going to achieve the marketshare enjoyed by Google, but that they do understand that incentivising its already large user-base across its network puts it in a much stronger position.
While the program seems to have had initial success, the real test for Live Search will no doubt come when the program ends, and we learn if the new searchers like Microsoft's search engine enough to remain without the incentives.
Requiring users to install a small desktop counter that calculates how many times they use Live Search, “SearchPerks!” then rewards users with virtual 'tickets' for joining the program, and every time they search – up to a maximum of 25 a day. These are accumulated for a chance to win prizes such as; music downloads, airmiles, video games, or even an Xbox.
Previous reward programs that Microsoft has run to boost their search numbers included the Live Search Club, a somewhat criticized program that rewarded users for playing games using Live Search, and the Live Search “Cashback" feature that rewarded users for using Live Search by offering rebates for products bought online.
Although it’s not likely to be market changer, it does seem to be having short term benefits for Microsoft's search business. Searchperks! appears to be far more straightforward, logical, and despite the large number of tickets you need to redeem a prize (7 months of searches for an Xbox) it is very consumer friendly.
But there is a catch. You have to be an IE user and have a Windows Live ID to take part.
However it does look like Microsoft has finally realised that it’s never going to achieve the marketshare enjoyed by Google, but that they do understand that incentivising its already large user-base across its network puts it in a much stronger position.
While the program seems to have had initial success, the real test for Live Search will no doubt come when the program ends, and we learn if the new searchers like Microsoft's search engine enough to remain without the incentives.
Open data will be a competitive advantage
In technology terms, a ‘mashup’ is a web application that combines data from more than one source into a single integrated tool. An example is the use of cartographic data from Google Maps to add location information to real-estate data, thereby creating a new and distinct web service that was not originally provided by either source.
Mashup originally referred to the practice in pop music (notably hip-hop), of producing a new song by mixing two or more existing pieces together.
The architecture of mashup web applications is always composed of three parts:
Today's Web has billions and billions of information available to humans, but hidden from computers. It is a paradox that all this information is stuck inside HTML pages, formatted in ways that are difficult for computers to process. The evolution of the so called ‘semantic web’, from Web 2.0 to Web 3.0, is changing this. What we mean by 'Web 3.0' is that major websites are going to be transformed into web services – and will effectively expose their information to the world.
This transformation will happen in one of two ways. Some websites will follow the example of Amazon, del.icio.us and Flickr, and will offer their information via APIs. Others will try to keep their information proprietary, but it will be opened via mashups created using services like Dapper and Yahoo! Pipes. The net effect will be that unstructured information will give way to structured information, and pave the road to more intelligent computing.
There are several reasons why websites (online retailers in particular), should think about offering an API, or become a Web Service. The most important reason is control. Having an API will make scrapers unnecessary, but it will also allow the tracking of who is using the data, as well as how and why. Like Amazon, with their Web Services, sites can do this in a way that fosters affiliates and drives the traffic back to their own sites. Amazon Web Services provides developers with direct access to Amazon's technology platform, and to build on Amazon's suite of web services enabling the enhancement of anyone’s applications.
The old perception is that closed data is a competitive advantage. The new reality is that open data is a competitive advantage. By stopping worrying about protecting information, and instead starting to charge for it, by offering an API with a small fee per API call, is likely to be acceptable in the future, since the cost for any given subscriber of the service is not going to be high, but there is a big opportunity to make money on volume. This is what Amazon is betting on with their Web Services strategy.
Mashup originally referred to the practice in pop music (notably hip-hop), of producing a new song by mixing two or more existing pieces together.
The architecture of mashup web applications is always composed of three parts:
- The content provider: The source of the original data which is then made available using an API and different web-protocols such as RSS
- The Mashup site: The web application which provides the new service using different data sources that are not owned by it
- The client web browser: The user interface, or web-application, of the mashup where the content is brought together by the web browser
Today's Web has billions and billions of information available to humans, but hidden from computers. It is a paradox that all this information is stuck inside HTML pages, formatted in ways that are difficult for computers to process. The evolution of the so called ‘semantic web’, from Web 2.0 to Web 3.0, is changing this. What we mean by 'Web 3.0' is that major websites are going to be transformed into web services – and will effectively expose their information to the world.
This transformation will happen in one of two ways. Some websites will follow the example of Amazon, del.icio.us and Flickr, and will offer their information via APIs. Others will try to keep their information proprietary, but it will be opened via mashups created using services like Dapper and Yahoo! Pipes. The net effect will be that unstructured information will give way to structured information, and pave the road to more intelligent computing.
There are several reasons why websites (online retailers in particular), should think about offering an API, or become a Web Service. The most important reason is control. Having an API will make scrapers unnecessary, but it will also allow the tracking of who is using the data, as well as how and why. Like Amazon, with their Web Services, sites can do this in a way that fosters affiliates and drives the traffic back to their own sites. Amazon Web Services provides developers with direct access to Amazon's technology platform, and to build on Amazon's suite of web services enabling the enhancement of anyone’s applications.
The old perception is that closed data is a competitive advantage. The new reality is that open data is a competitive advantage. By stopping worrying about protecting information, and instead starting to charge for it, by offering an API with a small fee per API call, is likely to be acceptable in the future, since the cost for any given subscriber of the service is not going to be high, but there is a big opportunity to make money on volume. This is what Amazon is betting on with their Web Services strategy.
Information Extration: Web Scraping
Web scraping generically describes the various means of extracting content (data) from a website for the purpose of transforming that content into another format suitable for use in another context.
Web pages are coded in HTML, which uses a tree-like structure to represent the information. The actual content data is mingled with layout and rendering information. Scrapers are the programs that ‘know’ how to get particular content data back from a HTML page by learning the details of how that page is made-up by figuring out where the actual content data is. They then extract that data and structure it so it can be reused and integrated into a new or existing system or website.
A web scrap can occur over one, or many websites, in order to compile all the relevant data into one source. Think of it as ‘scraping’ all your favourite bits off a cake, or a selection of cakes, in order to create your ultimate cake.
Companies generally utilise this information extraction technique as means of obtaining the most recent data possible, particularly when working with information which is subject to frequent changes. Access to certain information can also provide a strategic business advantages. For example a business that knows the locations of competitors can make better decisions about where to focus further growth.
However, the most common, but controversial, use of information taken from websites is to repost scraped data to other sites.
A typical example application for web scraping is a called a ‘web crawler’. A web crawler will ‘crawl’ through sites and copy content from one or more of these existing websites in order to generate a scraper site. The result can range from fair use excerpts or reproduction of text and content, to plagiarized content.
Web scraping differs from ‘screen scraping’ in the sense that a website is really not a visual screen, but is a live HTML/JavaScript-based content structure, with a graphics interface in front of it. Web scraping does not involve working at the visual interface as screen scraping does, but rather working on the underlying object structure of the HTML and JavaScript.
Recursive web scraping – by following links to other pages over many websites, is called ‘web harvesting’, and is performed by software called a bot or a ‘webbot’, ‘harvester’ or ‘spider’.
There are legal web scraping sites that provide free content and are commonly used by companies looking to populate their own sites with web content, often to profit by some means from the traffic the content will hopefully bring. However this content does not help the ranking of the site in search engine results because the content is not original to that site and the original content is the priority of search engines.
Web pages are coded in HTML, which uses a tree-like structure to represent the information. The actual content data is mingled with layout and rendering information. Scrapers are the programs that ‘know’ how to get particular content data back from a HTML page by learning the details of how that page is made-up by figuring out where the actual content data is. They then extract that data and structure it so it can be reused and integrated into a new or existing system or website.
A web scrap can occur over one, or many websites, in order to compile all the relevant data into one source. Think of it as ‘scraping’ all your favourite bits off a cake, or a selection of cakes, in order to create your ultimate cake.
Companies generally utilise this information extraction technique as means of obtaining the most recent data possible, particularly when working with information which is subject to frequent changes. Access to certain information can also provide a strategic business advantages. For example a business that knows the locations of competitors can make better decisions about where to focus further growth.
However, the most common, but controversial, use of information taken from websites is to repost scraped data to other sites.
A typical example application for web scraping is a called a ‘web crawler’. A web crawler will ‘crawl’ through sites and copy content from one or more of these existing websites in order to generate a scraper site. The result can range from fair use excerpts or reproduction of text and content, to plagiarized content.
Web scraping differs from ‘screen scraping’ in the sense that a website is really not a visual screen, but is a live HTML/JavaScript-based content structure, with a graphics interface in front of it. Web scraping does not involve working at the visual interface as screen scraping does, but rather working on the underlying object structure of the HTML and JavaScript.
Recursive web scraping – by following links to other pages over many websites, is called ‘web harvesting’, and is performed by software called a bot or a ‘webbot’, ‘harvester’ or ‘spider’.
There are legal web scraping sites that provide free content and are commonly used by companies looking to populate their own sites with web content, often to profit by some means from the traffic the content will hopefully bring. However this content does not help the ranking of the site in search engine results because the content is not original to that site and the original content is the priority of search engines.
Thursday
Virtual Geo Sticky Notes with Socialight
Socialight lets you explore the world and connect with people in a totally new way – by creating, sharing, and discovering virtual Sticky Notes stuck to actual places all around you – using your mobile phone or the Web. Sounds simple? It is! And it’s also very powerful...The basic building block of Socialight is the Sticky Note. A sticky is similar to a yellow Post-it note that you find in the office, except that it can contain text, images, audio and even video. It’s virtual and can be attached to any location in the world for as long as you like.
Socialight have basically created a virtual layer on top of the world which is made up of sticky notes created by people – known as "geo-tagging". You can also choose whether to keep a note to yourself, share it with your friends, publish it to a Channel, or share it with the whole world.
Contacts are what make Socialight social. By having your friends in your contact list, you can create and share the things you find, making the whole system work for you. For example finding a list of restaurants near you is cool, but finding the one that your friend said was great, is better. You can even just leave a note where you are, so any friends that walk by can find you!
But sometimes your friends don’t have all the answers, so Socialight also has Channels which lets you find specific types of content: All the places with great cocktails… places with free wi-fi… hotels in the area… or anything else you can think of!
If you subscribe to a channel, they’ll notify you about the things in it. If the channel owner lets you, you can also add your own stickies, or post messages for others in that channel. And even better, anyone can create a channel, and if you do, you set the rules!
With Socialight you can always feel like a local. You can get a place's vibe through stories and information from everyone who's been there before, especially the people you trust. If you're in your home city, or travelling the world, you can find sticky notes tied to the places you go. Socialight can also notify you on your mobile any time you're near a note – it displays the note content, and also allows you to check out some background on the person who posted it. From there, you can instantly respond, leave your own note, or just move on.
So could Socialight on your phone be the future of mobile? The best part about Socialight is using it on your mobile as it lets you discover things while you walk around! You can also create new sticky notes, make comments and rate the things you find. Just tell them where you are and they will notify you about the things nearby that interest you – like content from your friends or the Channels you’ve subscribed to. Unlike ordinary messages, you only get Sticky Notes when it's relevant based on where you are and who your friends are. It's like having a guidebook written by your friends and the people you trust.
It's also fun to explore the world using Socialight online – browse sticky notes all over the world. You can drag the map around, zoom in and out and see what you find. You can also search for something specific and they’ll show you all the places that match your search. If you don't find what you are looking for, you can always create a new Sticky yourself!
Socialight have basically created a virtual layer on top of the world which is made up of sticky notes created by people – known as "geo-tagging". You can also choose whether to keep a note to yourself, share it with your friends, publish it to a Channel, or share it with the whole world.
Contacts are what make Socialight social. By having your friends in your contact list, you can create and share the things you find, making the whole system work for you. For example finding a list of restaurants near you is cool, but finding the one that your friend said was great, is better. You can even just leave a note where you are, so any friends that walk by can find you!
But sometimes your friends don’t have all the answers, so Socialight also has Channels which lets you find specific types of content: All the places with great cocktails… places with free wi-fi… hotels in the area… or anything else you can think of!
If you subscribe to a channel, they’ll notify you about the things in it. If the channel owner lets you, you can also add your own stickies, or post messages for others in that channel. And even better, anyone can create a channel, and if you do, you set the rules!
With Socialight you can always feel like a local. You can get a place's vibe through stories and information from everyone who's been there before, especially the people you trust. If you're in your home city, or travelling the world, you can find sticky notes tied to the places you go. Socialight can also notify you on your mobile any time you're near a note – it displays the note content, and also allows you to check out some background on the person who posted it. From there, you can instantly respond, leave your own note, or just move on.
So could Socialight on your phone be the future of mobile? The best part about Socialight is using it on your mobile as it lets you discover things while you walk around! You can also create new sticky notes, make comments and rate the things you find. Just tell them where you are and they will notify you about the things nearby that interest you – like content from your friends or the Channels you’ve subscribed to. Unlike ordinary messages, you only get Sticky Notes when it's relevant based on where you are and who your friends are. It's like having a guidebook written by your friends and the people you trust.
It's also fun to explore the world using Socialight online – browse sticky notes all over the world. You can drag the map around, zoom in and out and see what you find. You can also search for something specific and they’ll show you all the places that match your search. If you don't find what you are looking for, you can always create a new Sticky yourself!
Skinkers: A permission based CRM communication experience?
As it becomes increasingly difficult to reach customers effectively through the clutter of digital channels, will Skinkers delivers high impact, interactive, and personalised notifications directly to the audience, and guarantee brands are always in control of the experience?
Emails can be costly and time consuming to create, and when received are often ignored. Websites are only effective if customers visit them, and require constant promotion if their benefits are to be realised. Skinkers however offer content owners and distributors the facility to provide a permission based CRM communication experiences that delivers information directly without them having to search for it themselves.
The service allows timed ‘digital data and information parcels’ to be delivered at set times, and interestingly, users can be profiled in such a way that they do not have to part with personal information. In addition, designers can give considerable thought to how information is received, and more importantly, welcomed by the user.
Desktop agents usually take the form of an animated figure and a pop-up mini-screen, making the product fun, interesting as well as informative. This offers two main things; sales benefits derived from appropriate content distribution, and learning benefits based on a relevant association with the ‘character’. The small size also allows for digestibility of the information ‘parcels’ received.
The technology behind Skinkers combines the interruption capability of TV advertising, with the entertainment value of animated characters, and the timeliness of mobile phone text messaging. The software is original enough in its construction to warrant application for patents, yet simple enough to be used by most people.
Examples can be seen at the Skinker website
Emails can be costly and time consuming to create, and when received are often ignored. Websites are only effective if customers visit them, and require constant promotion if their benefits are to be realised. Skinkers however offer content owners and distributors the facility to provide a permission based CRM communication experiences that delivers information directly without them having to search for it themselves.
The service allows timed ‘digital data and information parcels’ to be delivered at set times, and interestingly, users can be profiled in such a way that they do not have to part with personal information. In addition, designers can give considerable thought to how information is received, and more importantly, welcomed by the user.
Desktop agents usually take the form of an animated figure and a pop-up mini-screen, making the product fun, interesting as well as informative. This offers two main things; sales benefits derived from appropriate content distribution, and learning benefits based on a relevant association with the ‘character’. The small size also allows for digestibility of the information ‘parcels’ received.
The technology behind Skinkers combines the interruption capability of TV advertising, with the entertainment value of animated characters, and the timeliness of mobile phone text messaging. The software is original enough in its construction to warrant application for patents, yet simple enough to be used by most people.
Examples can be seen at the Skinker website
Wednesday
MXP4 - Music for your mood
In 1887 Edison invented the phonograph, and for the first time ever, music could be recorded and saved on a physical medium. By the 1980’s the production and massive distribution of vinyl records, cassettes and CDs, made it a period where music was offered on multiple media.
The invention of the mp3 format in the 90’s threw the recording industry into turmoil, as with this new creation, all audio sources could be digitized, transferred and copied. Today a new audio format has emerged which adds an interactive, vibrant and unpredictable dimension to music. Its name: MXP4.
MXP4 is an interactive format - a technology that is now able to offer music that, despite being recorded, remains unpredictable! MXP4 relies on interactivity and the unexpected to imbue musical recordings with ‘life’.
The technology makes it possible to create unique content from an original song by integrating what are known as "skins", interpretations performed by the artist that comprise multiple variations and offer listeners combinations that ensure that the music they listen to is always new, unlimited and surprising.
Music has never been interactive, but this could all change thanks this new and innovative technology that literally ‘reads your mind’ and mixes the songs regarding your mood and the settings you have chosen for your state of mind.
Have you ever listened to music to calm yourself down after a bad day at the office? Who hasn’t? Well according to Musinaut’s new science fiction headwear, it can read your brainwaves to understand your emotional state of mind, and control the music you listen to.
The brainwaves headgear, a device developed using a highly simple and ergonomic technology, includes three sensors for determining a subject's state of mind. The technology analyzes brainwaves, converting them to ‘understandable’ values such as; attention, meditation, drowsiness, etc., enabling tailored and interactive listening.
By connecting the brainwaves headgear to an MXP4 player, Musinaut allows users to control their musical selections on the basis of their thoughts and frame of mind, and makes listening to music very interesting as it becomes something very organic.
During different emotional states your brain sends different signals, and thanks to the headset and MXP4 technology it can now adapt the music and screen display to your mood, meaning that when you are relaxed you can have chill out music, and when you want to do something more dynamic, you’ll get more upbeat music.
It is also an interesting technology as it covers a lot of the current demands asked for by artists, the industry, and today’s consumers, as it will enable artists to express themselves more than in just a musical format, but with the text and the images, and communicate more to the listener about how the music came about.
So just as your mood can change your day, now it can also change the music you want to listen to. But just as the music industry is trying to change and adapt to new consumer needs, when it comes to new applications like Musinaut, the questions will remain: what comes first; the listener’s emotional choice, or what the music industry, and their technology, wants you to listen to?
The invention of the mp3 format in the 90’s threw the recording industry into turmoil, as with this new creation, all audio sources could be digitized, transferred and copied. Today a new audio format has emerged which adds an interactive, vibrant and unpredictable dimension to music. Its name: MXP4.
MXP4 is an interactive format - a technology that is now able to offer music that, despite being recorded, remains unpredictable! MXP4 relies on interactivity and the unexpected to imbue musical recordings with ‘life’.
The technology makes it possible to create unique content from an original song by integrating what are known as "skins", interpretations performed by the artist that comprise multiple variations and offer listeners combinations that ensure that the music they listen to is always new, unlimited and surprising.
Music has never been interactive, but this could all change thanks this new and innovative technology that literally ‘reads your mind’ and mixes the songs regarding your mood and the settings you have chosen for your state of mind.
Have you ever listened to music to calm yourself down after a bad day at the office? Who hasn’t? Well according to Musinaut’s new science fiction headwear, it can read your brainwaves to understand your emotional state of mind, and control the music you listen to.
The brainwaves headgear, a device developed using a highly simple and ergonomic technology, includes three sensors for determining a subject's state of mind. The technology analyzes brainwaves, converting them to ‘understandable’ values such as; attention, meditation, drowsiness, etc., enabling tailored and interactive listening.
By connecting the brainwaves headgear to an MXP4 player, Musinaut allows users to control their musical selections on the basis of their thoughts and frame of mind, and makes listening to music very interesting as it becomes something very organic.
During different emotional states your brain sends different signals, and thanks to the headset and MXP4 technology it can now adapt the music and screen display to your mood, meaning that when you are relaxed you can have chill out music, and when you want to do something more dynamic, you’ll get more upbeat music.
It is also an interesting technology as it covers a lot of the current demands asked for by artists, the industry, and today’s consumers, as it will enable artists to express themselves more than in just a musical format, but with the text and the images, and communicate more to the listener about how the music came about.
So just as your mood can change your day, now it can also change the music you want to listen to. But just as the music industry is trying to change and adapt to new consumer needs, when it comes to new applications like Musinaut, the questions will remain: what comes first; the listener’s emotional choice, or what the music industry, and their technology, wants you to listen to?
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