The Secret Weapon For Web 2.0 Success

Delivery of information when, where and how consumers want it is the new name of the game. An Atlas SVP explores the future possibilities this opens up to marketers. Writes Handly, "Because Web 2.0 has increased the importance of reach for both businesses and consumers, I would argue in the wake of the Google/DoubleClick and Microsoft/aQuantive deals that ad serving and management is the defining component of Web 2.0."

iMedia Connection: October 19, 2007
By Brian Handly

The secret weapon for Web 2.0 success

Delivery of information when, where and how consumers want it is the new name of the game. An Atlas SVP explores the future possibilities this opens up to marketers.

The purchase of DoubleClick by Google, 24/7 Real Media by WPP, Right Media by Yahoo! and Microsoft's acquisition of aQuantive all lead to the same conclusion: online advertising (inventory and technology) is the new digital land grab. It's not coincidental, as the world's largest media and internet companies are jumping on the Web 2.0 bandwagon.

Let's define Web 2.0 as consumer-oriented media, which includes user-generated content (UGC) as well as mobile, RSS, blogs, games, streaming and -- one of the most fascinating nascent markets -- IPTV. Embracing the revenue-generating potential of just one of these Web 2.0 internet segments, 80 percent of large international enterprises believe that social networking technologies can improve revenues and margins, according to new research conducted by the Economist Intelligence Unit (EIU). The research, which is based on a survey of 406 senior executives from companies with average sales revenues of $2.5 billion, reveals something we in interactive media and marketing have known for quite some time: Web 2.0 technologies and social networking media are not just "must-have" additions to "augment" existing communication channels; they are necessary to communicate effectively with today's new consumer.

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