The Widgetization Of Media by Futurist Gerd Leonhard (MIPCOM 2008)

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What widgets can do for content producers (TV, Music etc) - Futurist Gerd Leonhard on the Widgetization of Media. More here: http://www.mediafuturist.com/2008/10/the-widgetizati.html

What widgets can do for content producers (TV, Music etc) - Futurist Gerd Leonhard on the Widgetization of Media. More here: http://www.mediafuturist.com/2008/10/the-widgetizati.html

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  • 1. Gerd Leonhard Media Futurist The Widgetization of Media Read more at http://www.mediafuturist.com/widgets Presentation at @ MIPCOM 2008, Cannes, France October 16 2008 www.mediafuturist.com www.endofcontrol.com gerd@mediafuturist.com
  • 2. Gerd Leonhard Media Futurist So what are Widgets? • Embeddable web and desktop objects • Rich media content in ‘mini-browsers’ • Recently: Apple iPhone Applications + Android Apps
  • 3. Other ways of putting it… Gerd Leonhard Media Futurist  Web Gadgets  Modules  Embedded Objects  Badges  Microsites  Apps
  • 4. Think Mobile - not Computer Gerd Leonhard Media Futurist Source: Flickr.com Will Lion
  • 5. Gerd Leonhard Media Futurist Widget Examples: Random House Book Widget
  • 6. Gerd Leonhard Media Futurist More Examples Point Click Bling
  • 7. Gerd Leonhard Media Futurist
  • 8. Youtube’s widget power Gerd Leonhard Media Futurist ~50% of traffic via widgets that run on millions of small sites
  • 9. Widgetization Keywords Gerd Leonhard Media Futurist • Aggregation (all that good stuff on MyPage) • Fragmentation (not just in one place) • Distribute & deliver micro content • Channels - not sites • Feed - don’t force • Remix & Mash-Up • User engagement • Low cost viral tool
  • 10. Gerd Leonhard Media Futurist Some widget facts: yes, it’s real!  23% of social network users have installed a widget * UMWW  18% of ~150 Million bloggers run widgets on their sites  81% of web users viewed a widget in Nov 2007 *comscore  61.3% Facebook users engaged with widgets (Nov 07 *organic 615 million people ~ 65% of the worldwide Internet users, viewed or engaged with a widget in June 2008 *comscore widget metrix report 2008.
  • 11. Gerd Leonhard Media Futurist Yes…some people do get carried away Source: DeviantArt NPMan5
  • 12. Widgets are used for… Gerd Leonhard Media Futurist • Adding value to your own site (blogs in particular) • Profile enhancements in social media • Self-expression, customization > coolness increase • Tracking and analytics • Personalization (badges) • Mashups and UGC My estimate: 1.5 Billion+ widget users in 2009
  • 13. Gerd Leonhard Media Futurist Where next?
  • 14. Gerd Leonhard Media Futurist And yes, on ‘regular’ TV! Source: Yahoo
  • 15. Gerd Leonhard Media Futurist Now, the audience is… everyone Source: Flickr.com umschauen
  • 16. Gerd Leonhard Media Futurist Where’s the $$? • Sell mobile widgets - see iPhone apps • Nascent but fast-growing Widget Advertising:  Double Click + Gigya  Mediaforge Roll-over widgets  Google Gadget ads  Userplane (AOL) • Widgets are not primarily a sales channel - more of a narrowcasting ~~ ‘attention tool’
  • 17. Gerd Leonhard Media Futurist Next-generation branded content
  • 18. Gerd Leonhard Media Futurist Note: widgets change things  Users decide if and when and where they distribute  Content owner has little control over edits, remixes…  More and more ‘free’ content is needed  Users create tags, ratings, bookmarks…and become ‘meta-content’, themselves - by creating ConText  Ads can’t be interruptive anymore (period)  Branding needs to be less aggressive (more implicit)
  • 19. Gerd Leonhard Media Futurist http://flickr.com/photos/will-lion/ Source: Flickr.com Will Lion
  • 20. Gerd Leonhard Media Futurist The mission: new, better toll booths
  • 21. Gerd Leonhard Media Futurist Are you ready to ease up on the Control?
  • 22. Gerd Leonhard Media Futurist Authority ? Ownership ? Control ?
  • 23. Gerd Leonhard Media Futurist About Me Author (The Future of Music, Music 2.0, The End of Control) Futurist with focus on Media, Entertainment, Communications, Telecom, Business, Culture Clients: Nokia, NSN, SonyBMG, DDB, ITV, BBC, EU Commission… Blogger at www.MediaFuturist.com Strategic Advisor Free music industry book download at www.music20thebook.com