Tim O’Reilly writes about a panel he is moderating at Davos on “Tomorrow’s Ads” at Davos. He raises some issues about new forms of advertising that we are using in Swift, our web 2.0 platform for conference organizers, which opens for demos next week. (If you would like a demo, please email me kathleen - at - ottergroup.com.)

Swift integrates with Facebook and enables users to identify what conferences they are attending and then have those conferences appear in their Facebook minifeed. This feature has been quickly picked up on by our first customers as a great new market development tool and it fits with Tim O’Reilly’s point about creating and harnessing viral marketing:

How do ad agencies, publishers, and advertisers take advantage of the conversational nature of the internet, where word of mouth may carry more power than even the best crafted ad campaign? How do you create and harness “viral advertising”?

Swift also encourages users to add content to conference pages with tagging. This gives the pages much more relevance without being intrusive:

Given the breakthrough that Google’s attempt to select advertising for relevance rather than simply for reach, with a model of pay per click rather than pay per impression, how are you rethinking the basic model of intrusive advertising? Will other media also need to adopt the relevance model rather than the intrusive model? How will they accomplish this technically?

And this kind of tagging boost the natural search results for the conferences pages (something most conference web sites do very poorly).

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This entry was posted on Sunday, January 27th, 2008 at 4:19 pm and is filed under Uncategorized. You can subscribe via RSS 2.0 feed to this post's comments. You can skip to the end and leave a response. Pinging is currently not allowed.