"The Great Outdoors"

marketing technology.

"Context", not content is king ( sorry Bill )

While marketing still debates the best method for delivering online advertising, Visible World is using technology to concentrate on the all important ‘ context question ‘.

Regardless of the method of delivery, making the content more personalised and relevant is key to maximising it’s effects.

Too often we still see video content being pushed in a manner which is reminiscent of TV broadcast – using assumption rather than data to help define and tailor the message.

Visible creates ‘ unique ‘ adverts using elements such as geography, information supplied by the user and time to ‘ pull ‘ various part of commercials together to create a targeted relevant video message.

Grouping the search

A diversion from the norm here ( however a great example of how enhancing search adds context and relevance) with a music search tool called Yamelo.



The service which is still currently in beta allows you to search for music ( nothing new here ) but also usefully groups popular music by year. marketing technology

Youtube provides the content and also the visuals which are displayed from your search, along with ' tag clouds ' which enhances the entire experience and often leads to you revisiting some classic songs and artists.marketing

Widgets

Widget's give the ability to push relevant content with a brand ' wrapper ' to users through a number of channels, either through desktop or embedding into websites such as Facebook and Blogger. marketing technology

The popularity of these is obvious, with San Diego based Yourmini's having already served a combination of marketing and user created widgets totalling over 700 million since start up

Read all about it...

geographical context

In the area of news context and locality are key elements. The popularity of local news and information which is relevant to users has resulted in newspapers adopting ‘ mashing up ‘ Google maps into the news stores. While adding context the interface, presentation and more importantly how users navigate is not optimal.markeing technology

MetaCarta takes feeds from the Associated Press and Reuters indexing and mapping the results against geographical locations. Stories are then categorised by geography or keyword and offers a great way to personalise and search for relevant news stories.