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

Gerd Leonhard Media Futurist

The The Widgetization of MediaWidgetization of Media

Presentation at @ MIPCOM 2008, Cannes, FranceOctober 16 2008

www.mediafuturist.comwww.endofcontrol.com

[email protected]

Read more athttp://www.mediafuturist.com/widgets


• Embeddable web and desktop objects

• Rich media content in ‘mini-browsers’

• Recently: Apple iPhone Applications + Android Apps

So what are Widgets?So what are Widgets?

Gerd Leonhard Media Futurist Other ways of putting itOther ways of putting it……

Web Gadgets Modules Embedded Objects Badges Microsites Apps

Gerd Leonhard Media Futurist Think Mobile - not ComputerThink Mobile - not Computer

Source: Flickr.com Will Lion


Widget Examples: Random House Book WidgetWidget Examples: Random House Book Widget


Point ClickBling

More ExamplesMore Examples

Gerd Leonhard Media Futurist YoutubeYoutube’’s widget powers widget power~50% of traffic via widgets that run on millions of small sites

Gerd Leonhard Media Futurist Widgetization KeywordsWidgetization Keywords• 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


Some widget facts: yes, itSome widget facts: yes, it’’s real!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.


YesYes……some people do get carried awaysome people do get carried awaySource: DeviantArt NPMan5

Gerd Leonhard Media Futurist Widgets are used forWidgets are used for……

• 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+ widgetusers in 2009


Where next?Where next?


And yes, on And yes, on ‘‘regularregular’’ TV! TV!

Source: Yahoo


Now, the audience isNow, the audience is…… everyoneeveryone

Source: Flickr.com umschauen


WhereWhere’’s the $$?s the $$?

• 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’


Next-generation branded contentNext-generation branded content


Note: widgets change thingsNote: 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)


http://flickr.com/photos/will-lion/

Source: Flickr.com Will Lion


The mission: new, better toll boothsThe mission: new, better toll booths


Are you ready to ease up on the Control?


Authority ?Ownership ?

Control ?


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

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

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