New technologies Web 2.0 Convergence

1. ACE
New technologies
&
Communication
17th february 2006

2. Technology is dominated by two types of people:
Those who understand what they do not manage,…
… and those who manage what they do not understand
- Anonymous
Source: whatis.com

3. What do we need to understand ?
vs
What do we need to manage ?
Content x Technology
What ? How To ?
Ad communication

4. New Technologies = Digital + Access
New Technologies impacts the whole communication world !

5. Digital is the first step…
Keywords: PSP, IDTV, Online Dailies, 3G, …

6. Example: Digital impacts newspaper consumption (US 2005) !

7. Example: Digital impacts newspaper consumption (Belgium)
the CIM survey : PDF readers
25 10%
Thousands
9%
20 8%
7%
15 6%
5%
10 4%
3%
5 2%
1%
0 0%
EN
O
NL
JD
IR
SP
FR
D
G
DL
CH
AR
SO
DN
TI
RG
RO
ES
RO
/G
L'E
DA
DE
LE
S+
LG
O
-L
ET
ET
M
AN
DH
W
BE
M
M
EU
ST
E
BR
NI
HL
LI
PDF excl. Readers PDF as % of LDP read.
Source : CIM 2005

8. Digital impacts everything !
Several ways to consume « TV » news !
News
TV iDTV RTL.be
When ?
1 hour delay Live Delay Special
Live
section
On Demand

9. Broadband & Wireless
A matter of fact !
Keywords: ADSL, DSL, UMTS, 3G, Wifi, Wimax, Hotspots, …

10. Broadband & Wireless
« Cable » Wireless
2G
Fixed Lines
2,5G
UMTS/3G
P2P (Physical)
IP (Virtual)
Wifi
(A)DSL
Wimax

11. Broadband & Wireless: Multi-Devices… (Multi-Functions)
« Cable » Wireless
2G
Fixed Lines
2,5G
UMTS/3G
P2P (Physical)
IP (Virtual)
Wifi
(A)DSL
Wimax

12. Belgium leads the broadband in Europe!
source: HeavyReading.com

13. (A) Belgian Broadband/Wireless Reality - Proximus

14. 15/02/2006 !

15. My Life is a medium …
Virtually real or Virtual reality ?
Keywords: Blog, Vlog, Communities, …

16. Content !
(John Rich, Interactive Creative Director at TM)
 Over 50 percent of all pages on the Web are consumer
generated
– “I think what we'll see in '06 is less of the traditional linear
marketing messages. The best ideas are going to be powerful
ideas that we allow consumers to execute against.”
– “Technology and the digital medium are allowing this to happen.
The benefit from the advertiser's standpoint is the level of
interaction with the brand. It's becoming part of your life.”

17. Blogs
 Etymology: 1997-2005; abbr. of Weblog
– coined by Jorn Barger on 17 December 1997
 An online diary - a personal chronological log of thoughts
published on a Web page -
 Typically updated daily, blogs often reflect the personality
of the author
 Blogs differ from traditional web sites in that, rather then
being composed of many individual pages connected by
hyperlinks, they are composed of a few templates, into
which content is fed from a database

18. Blog Example (Blogger.com – FastBridge Brussels)
 FastBridge's Brussels
daily pick of online
advertising news
 Hungry for hot digital
news, Pease look at:
http://blog.fastbridge.be/

19. http://adverlab.blogspot.com/
Blog on the future of advertising technology

20. Iceberg to Geyser
# of active blogs worldwide - (Source: Perseus – 4/8/2005)
2000 2001 2002 2003 2004 2005
60.000.000
50.000.000
40.000.000
30.000.000
20.000.000
10.000.000
0
1
3
1
3
1
3
1
3
1
3
1
3
Q
Q
Q
Q
Q
Q
Q
Q
Q
Q
Q
Q

21. % of Belgian surfers doing …
(Source: Cyberscan 11)
PC-BANKING 47%
FILES-PROGRAMS DOWNLOAD 38%
READING NEWSPAPER 36%
MUSIC 28%
GAMES 23%
CHAT/BLOGS 21%
E-SHOPPING 17%
JOB VIA JOBSITE 15%
WATCH TELEVISION 10%
TO INVEST 6%

22. Blog consumption evolution in Belgium
(Source: Comscore)

23. Blog opportunities in Europe
Country Rank 1 Reach % Rank 2 Reach % Rank 3 Reach %
Portugal BLOGGER.COM 35,9 MSN Spaces 25,4 BLOGGER.COM.BR 13,5
Belgium MSN Spaces 35,6 SKYBLOG.COM 16,9 SKYNETBLOGS.BE 14,2
The Netherlands MSN Spaces 34,4 WEB-LOG.NL 23,7 BLOGGER.COM 11,1
Norway MSN Spaces 29,5 BLOGGER.COM 11,6 VGB.NO 9,2
France SKYBLOG.COM 27,5 MSN Spaces 20,2 OVER-BLOG.COM 14,3
Spain MSN Spaces 23,9 BLOGGER.COM 10,6 Six Apart Sites 3,7
Sweden MSN Spaces 22,5 BLOGGER.COM 14,8 Six Apart Sites 5,9
Switzerland MSN Spaces 20,4 BLOGGER.COM 11,3 SKYBLOG.COM 8,9
Finland MSN Spaces 18,7 BLOGGER.COM 18,0 Six Apart Sites 7,9
Denmark MSN Spaces 15,0 BLOGGER.COM 9,3 Six Apart Sites 3,3
UK MSN Spaces 13,2 BLOGGER.COM 11,1 Six Apart Sites 4,9
Ireland BLOGGER.COM 11,0 Six Apart Sites 4,7 MSN Spaces 4,6
Italy MSN Spaces 10,7 BLOGGER.COM 7,6 BEPPEGRILLO.IT 4,2
Germany BLOGGER.COM 9,1 MSN Spaces 7,5 Six Apart Sites 4,2

24. Advertising on Blogs
(Blogads.com)

25. Amsterdam Tourism Board Blog(gers) Case
 ATB in connection with BlogAds, will send 25
bloggers to Amsterdam in exchange for ad
space on their blogs.
– While the bloggers are not required to write anything
about their trip, bloggers being bloggers, there will,
no doubt, be a litany of posts covering their
escapades during their five day stay.
 The promotion, called quot;Bloggers in
Amsterdam,quot; calls for bloggers to be
interviewed by the Tourism Board and provide
the Board with one month of advertising on
their blogs.
– The program is an extension of standard industry
practices in which travel journalists are given a free
ride so they can experience a destination and write
about it.

26. Canon: Branded MSN Spaces / Digital photography Hub
 Microsite to promote 3 elements of their brands: Eos SLR
camera, direct print Ixus, and the Canon pixma printers.
 Viral competition element
– People are encouraged to upload their interpretation of this as a
picture, then uploaded into a CANON branded MSN Space where
other users can add their comments and also enter into the
competition themselves. The winner of each theme, voted by our
users is sent a Canon digital photography kit for their home.
 Traffic to the microsite will be from editorial, and also a
large media placement purchase by Canon, all of which
will point internally

28. Personal upload + Comments
3 millions votes
30.000 comments
19.000 uploads

29. When Blogs go mobile …

30. Virtual world: Habbo Hotel
 A virtual hotel used for chatting to and meeting other
people on the internet: habbohotel.com
– An orange building with an incredebly large amount of rooms
inside which include beauty contest, races, mafias, rare trade
rooms, and gay bars. Although there is over 7000 people in the
hotel usually, there are 2 cars in the parking lot.
 30 million unique accounts over the years ! (16 countries)

31. Virtual Virtuality: Gorillaz Habbo Hotel Tour !
Gorillaz are a popular beat
combo, who are the cartoon
children of Damon Albarn (of Blur
fame) and Jamie Hewlett (of Tank
Girl fame).

32. My Media Generation
Content Syndication
Keywords: RSS, Podcasting, IP PVR, …

33. RSS
 RSS is a family of XML dialects for Web syndication used by
(among other things) news websites and weblogs.
 The technology of RSS allows Internet users to subscribe to
websites that have provided RSS feeds; these are typically
sites that change or add content regularly. Unlike
subscriptions to many printed newspapers and magazines,
most RSS subscriptions are free.
 , RSS allows a website's frequent readers to track updates on
the site using an aggregator.

34. RSS = Best WW secret !
Worldwide usage
Use e-mail 87%
Multiple mail adresses 78%
Instant Messaging 60%
Downlolad (files, videos, songs...) 53%
Chat 24%
Look at videos 22%
Participate to Forums, blogs 25%
Network Gaming 13%
Construct own blog 6%
RSS 2%
Sources : JD Power, Forrester Research, 2005

35. RSS … The « Mr Jourdain » syndrom !
(Please visit Alex Barnett Blog !)
Source: Yahoo – RSS Study - 2005

36. Podcasting / Videocasting… (Just another RSS application)
 Podcasting is the practice of making audio files
available online in a way that allows software to
automatically detect new files and download
them.
 Technically, this is accomplished using RSS 2.0
news feeds to provide information about a
collection of audio files in MP3 format.
 In common use, podcasting is often used to
refer to independent audio shows that can be
downloaded from the Internet

37. How to use RSS (Pocasting/Videocasting) in ad communication ?
Search engine Syndicate
improvement your content to
other Web Media
Content delivred Improve visbility
to the end-users Generate Visitors
RSS
Branded RSS RSS
Agregator Advertising

38. RSSBranded
Agregator
RSS Ad

39. Podcast advertising: Fruitcast example
 15-second spot at the beginning of a podcast
 Bid system / download
– The current minimum bid for each ad is $0.04 per download

40. Content delivery to end users
The London Tapes

41. My IP addres is
my real touchpoint !
Keywords: Messenger, VOIP (Skype), …

42. E - Communication Channels Consumption (total 12+) ?
MMS 15
SMS 60
VOIP (SKYPE) 8
MESSENGER 25
E-MAIL 49
TOTAL WEB 54
3
(WEB) GSM
(Source: Cyberscan 11 – 10/2005)

43. Messenger Case
Encarta

44. Messenger Case
Chatman.nl – (KPN/Orange)

45. Is there any opportunities of (r)evolution in the TV world ?
IDTV or IPTV
Digital Television service
Interactieve Digital
delivered to subscribing
Televisie in Vlanderen
consumers using the
voor technisch geïnteresserde
Internet protocol over a
televisiekijker en de reative adverteerder
Chris Van Roey broadband connection

47. MSN Video

48. Google Video

49. Google Video – Search: VRT

50. What kind of application are you ready to pay for ? ( % 15-64)
(Source: Future TV 2 – October 2005)
Personal Video Recorder
Video On Demand
More channels
Web access
Electronic Program Guide
e-mail
Program Interaction
Football
T-Commerce
TV By GSM
0 10 20 30 40

51. iDTV: 12% of the Belgian 12+ within the 12 months !
(Source: Future TV 2 – October 2005)
37
Early adopters
17
13
12
8
6
3 2 2
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HS
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NT
YE
TI
DK
NE
YE
YE
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1
R
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2
5
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3-
3
6
M

52. Web 2.0
From Casa Kafka to My fully integrated digital World
Keywords: All !!!

53. Web 2.0 ?

54. Web 2.0 !
 The term quot;Web 2.0quot; refers to what some people see as a
second phase of development of the World Wide Web,
including its architecture and its applications.
– the transition of websites from isolated information silos to
sources of content and functionality, thus becoming a
computing platform serving web applications to end users
– a social phenomenon referring to an approach to creating and
distributing Web content itself, characterized by open
communication, decentralization of authority, freedom to share
and re-use, and quot;the market as a conversationquot;
– a more organized and categorized content, with a far more
developed deeplinking web architecture

55. Google map: Fun ! Usefull ?
Snack Honolulu
Snack Time Out
Paco Snack
My office

56. http://www.housingmaps.com/
Google map + Real estate web database

57. Web 2.0: Windows Live
My own webplace: RSS + WebMail + Own content …

58. Web 2.0: Google/ig
My own webplace: RSS + WebMail + Own content …
Surf to http://labs.google.com for more tools !

59. Conclusions

60. MASS MEDIA
(a few for the great majority)
CUSTOMIZATION
(multiple reach = fragmentation)
MASS CUSTOMERIZATION
(countless content adaptation of the leaders)

61. Let’s talk …
 Now …
– Question Time !
 … Or Later !
– Fixed line: +32 2 464 93 61
– Mobile: +32 496 26 06 88
– Mail: hugues.rey@fastbridge.be
– Messenger: hugues_rey@hotmail.com
– Gmail – Gmessenger – Gtalk: hugues.rey@gmail.com
– … and Skype of course !
 A copy of the presentation ?
– In a few minutes on your e-mail
– SMS: Rey to 3366
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