The next wave of social interaction

As Google prepares to launch its in-browser communication platform, Greg Brooks is sure that the ability to bring together the myriad conversations playing out across the web will be attractive to consumers and brands alike.

AUGMENTED REALITY

 

What is it?

The overlaying of virtual information on a real world view.

 

Whom does it target?

At present it requires the consumer to own a little bit of technology – typically a webcam or

smartphone – and have a little patience, but it is becoming more mainstream.

 

How does it work?

The overlay information is triggered in a number of ways – usually by reading a barcode or via a location based on a GPS. The information is then delivered onto a real world display with the intention of somehow enriching the user’s experience.

 

Key rule?

It must add to the user’s experience in some way.

 

How do you buy it?

Augmented Reality has only really been on the scene seriously for the past 12 months, so outside a digital agency its mention is probably met with stony silence.

 

Final word?

It’s a new technology and as such the expectation is massive and the usage is pre_ y low, but there are some good examples to check out. Google the following: ‘Wikitude AR’, ‘The ING Google Android App’ and Google ‘Augmented Reality’ in addition to the brand names ‘Doritos’, ‘BMW’, ‘Nissan’, ‘Adidas’, ‘McDonald’s’ and ‘Eminem’ for an idea of what can be done. The bottom line is that we are in the early days for Augmented Reality. At the moment it is gimmicky and the key to its success is whether it will ever have a life beyond the initial fascination.

TRANSATLANTIC ONLINE VIDEO HABITS

UK

BBC iPlayer – UK's leading long-form service in broadcast sector
3 – iPlayer's ranking in the TV website category in the UK (behind YouTube and YouTube UK). iPlayer is the 50th most visited site in the UK overall.
423% - growth in visits to iPlayer from December 2007 – February 2008.
Source: Hitwise 2008

US

Hulu – US' leading long form service in the broadcast sector (JV between Fox and NBC)
84 – Hulu's ranking in the TV website category in the US
30% - the percentage of Hulu's traffic that comes from paid listings. Google provides the most traffic to Hulu, followed, ironically, by YouTube.
Source: Hitwise 2008
 

 

Yahoo! left exposed

Google and Yahoo! have abandoned their $800m paid search advertising deal, leaving Yahoo! exposed to a renewed takeover approach by Microsoft. The deal was called off by Google to avoid “protracted legal battles" with regulators.

IAB recruits

The Interactive Advertising Bureau (IAB) Europe has added Norway, Turkey, Sweden, Romania and Croatia to its stable and plans to add Switzerland, Portugal, Ireland, Luxemburg and Hungary in the next year. BBC.com, BusinessWeek, comScore MediaMetrix and Nielsen Online are new members.

Google in about-face

Google has performed a U-turn on its gambling search advertising ban in the UK, allowing any gambling company in the European Economic Area, licensed by its relevant authority, to run UK search campaigns. The UK now makes up 14% of Google’s revenues.

China overtakes US in broadband league

China has overtaken the US to become the world’s biggest broadband market. Both had 78 million broadband lines in August, according to Point Topic, but China added 9.5 million broadband lines in the first half of 2008, compared to 3.5 million in the US.

Microsoft to invest in ad business

Microsoft will invest $500m in the next six months to build its online advertising business to compete with Google, following its failure to acquire Yahoo! It has also signed a deal to place its search service, along with search-related advertising, on Facebook.

 

All 'change’ for major TV audiences

Whilst Obama was being sworn in as the 44th President of the United States of America, CNN was setting new online records with its coverage of the event, including a first use of a new Facebook application, writes Greg Brooks

A Driving force for innovation online

In the increasingly cluttered online advertising space car hire firm Sixt innovated by executing a campaign that looked outside the usual boundaries of advertising to achieve cut through, writes Greg Brooks.

Searching for a new online business model

Content owners could find themselves the big loser as a new era of search is set to deliver users richer results upfront, writes Greg Brooks

Web giant makes a move out of its comfort zone

Google is taking the pricing model it applies to search advertising and using it to make inroads into the traditional advertising world, writes Greg Brooks