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