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This week’s recommended reads

What I’ve been reading/viewing/listening to this week, hope you find it useful. I’m going to try and do this on a more regular basis. Let’s see how we go.
*****
The Crowd Is Wise (When It’s Focused)
Steve Lohr, New York Times [free registration may be required]
An excellent article on how the right structures can really aid good crowdsourcing. Well worth reading.

Advertising will change forever
Josh Bernoff of Forrester Research writes in Advertising Age
Digital Spending Will Nearly Double in 5 Years, But Ad Budgets Won’t

Pew wireless internet study [PDF], HTML summary
More than half of Americans – 56% – have accessed the internet wirelessly on some device, such as a laptop, cell phone, MP3 player, or game console.

Wave 4: Power to the People
Universal McCann’s annual social media demographics and tracking report [PDF]

Managing beyond web 2.0
McKinsey Quarterly [free registration required]
Companies should prepare now for the day when Web 2.0 morphs into Web 3.0

An augmented reality

The term Augmented Reality is popping up in more and more places of late, as the 3D visual technology rapidly develops.

Augmented Reality describes the technology that integrates computer graphics into real-world environments. Huh? Yes, it’s not easy to describe, but this video illustrates the possibilities beautifully for books:

Ad Age is predicting that within the next six months augmented reality will become more useful and natural. It looked at several examples including Wikitude developed by by Austrian company Mobilizy, which launched this demo video in October 2008.

Mobilizy describe the application as:

Wikitude is a mobile travel guide for the Android platform based on location-based Wikipedia and Qype content. It is a handy application for planning a trip or to find out about landmarks in your surroundings; 350,000 world-wide points of interest may be searched by GPS or by address and displayed in a list view, map view or cam view.

Think about the possibilities for just a few moments, and that marketers are beginning to use these techniques in advertising, and you begin to understand how walking down the street in the future could be a very different experience, as more invisible layers of data get added to the real-world and hard surfaced environment.

More examples