Web 3.0 will be all about the collaborations between amateur users and professional content creators and marketers, and the further blurring of lines between the virtual and real worlds, according to Steve Smith, a new-media consultant and columnist. "We're moving into a world of on-demand content and virtual socialization married together on the Web," said Brian Kalinowski, COO of Lycos.
Carla Hendra, co-chief executive of Ogilvy North America and the shop's new chief digital officer, Jean-Philippe Maheu, talk about their strategy to reconcile the Madison Avenue mindset with the world of digital media. Maheu told The Wall Street Journal: "In the online world, the creative and the placement are so connected that you can't do one in a different phase. You really have to think of the two as one integrated process."
Only 6% of mobile-phone subscribers say they have tapped one or more audio features in a 30-day period, according to a study of more than 2,000 users, by Arbitron and Telephia. "Listening to audio on the phone is in the early stages," said Wayman Leung, senior product manager for Telephia.
Microsoft is dedicating more than 60% of its media budget for its Office 2007 launch to the Web and will not advertise the software on TV. Print and outdoor ads will point users online, where they can view two-minute films and demonstrations, try out the software and download interactive videos.