Yuticha

Google and the future of Online Video

If you are one of those people who has bought wholeheartedly into the ' videos are the future of the web' theory (like I surely have), do check out this insightful post by Jeremiah Owyang who has listed his predictions of how Google will hold centre-stage in this entire evolution.

Attention: Memory Almost Full

If you are like most people I know:

1) you have begun reading multiple books and they are all in different stages of completion (or abandonment).

2) you make the gist of an e-mail from the initial 2-3 lines..scroll down to the last few lines and see if there is any "Call to Action" OR "cost" .. that's the case with most long e-mails

3) during a conversation with someone explaining a product/service, you are dying to tell him to state the deliverable in a few words and proceed only if you show extreme interest

4) the thought of sitting through all the Seminars/Workshops during an event makes you sweat..

There are many more I can cite..but I guess the point is made.

There is an interesting note on The Attention Crash by Steve Rubel in Ad Age.

" ... In-boxes, smart phones and IM windows are overflowing. Always-on connections, mobile devices and new publishing tools have expanded the media we consume to include content from peers. Further, new networks and platforms for participation are sprouting up and going supernova overnight, with no end in sight.

The problem is that human attention, unlike technology, has limits. There are only so many digital inputs we can realistically pay quality attention to in our busy, multitasked lives. Demands for our attention have outstripped our finite supply of time. A crash is coming, folks. But this time it's not financial -- it's personal. ...."

Media Spends: US spends LESS to get MORE

Ad Age reports that ad spending totalled just $152.3 billion in 2007, for an anemic 1.7% rate of growth and the smallest gain since the 2001 advertising recession (Source: TNS Media Intelligence).

"By historical standards over the past decade, 2007 is shaping up as a weak year," said Jon Swallen, senior VP-director of research at TNS.

The continued fragmentation of media options is another contributing factor.

And digital media's relatively higher level of accountability and tracking also has given advertisers a better basis on which to calculate returns on investments.

"This has allowed advertisers, particularly the larger advertisers with a bigger impact on the overall market, to improve the overall effectiveness of their marketing efforts," Mr. Swallen said, "which in turn gives them the flexibility to scale back their advertising and marketing budgets and take those savings to the bottom line without feeling that they're losing anything in the marketplace."