Lotus Notes/Domino blogger extraordinaire Alan Lepofksy is in Paris
(be sure to check out his excellent nighttime photos of the Arc de Triomphe and Eiffel Tower), and I'm not (come to think of it, another cadre of current and former IBM friends o' mine are in Paris as well. What gives?! Everyone's off to Paris but moi? You all better behave yourselves, and you know who you are!)
And yes, I'm going to say it here: Happy Birthday, Lisa (and no, I won't reveal what birthday year it is. My momma raised me better than that.)
Well, c'est la vie, and I guess someone has to stick around the home front and deal with the imminent demise of the page view.
Micropersuasion's Steve Rubel once again lays out for the world a sacrificial lamb to the Internet gods, this time the singular (and mostly) agreed upon standard of value for advertising via the Internets.
I say mostly because even if you agree upon the standard, you can still bicker about whose numbers you're to believe, which many online advertisers and publishers (think big media Web sites) do to this day, I'm sure.
Steve's Prognosis: He gives the page view four years max, that Web 2.0 and the "widgetization" of the Web could even accelerate the pace of the page view's demise.
I wouldn't give it that long, and figure there's going to have to be a whole other dimension added to Internet advertising measurement in the meantime.
As Steve indicates in his post, Ajax, RSS, and other emerging tools introduce the ability to stay on a single Web page and get everything you need without having to hopscotch across the Internets.
But I would submit that new measures will be required that not only count the experience in some capacity, but also put an economic value on the utility of the experience.
Easier said than done, I know. But I think it could become increasingly necessary.
At IBM, as an early Internet advertiser, many of us talked about Internet advertising as being something beyond the delivery of an impression, particularly for a technology company like ours. We believe there should be some utility to the Internet advertising experience -- why throw a billboard at someone when you can interact with them through the advertisement?
Allow them to download a demo, or get a tutorial, or hear one of our thought leaders talk about how we're going to leverage virtual worlds.
That's why I yawn at all the recent excitement about video advertising online. Great, we're going to throw 30 second spots up everywhere? Yeah boy, that's using your creative skills and imagination.
While I know that will provide some needed additional economic stimulus to the new media landscape, I hope and pray that new advertising models will emerge that take advantage of the sight and motion while also embracing the utility of that round trip which the new media is uniquely positioned to provide.
Speaking of round trip, Paris, anyone?[Read More]