The Challenge of the Third Place
The rise of widgets, blogging platforms, and social networks is driving the increasing fragmentation of the web. Users are moving past large portals and choosing to spend the bulk of their time on-line in increasingly distributed places. The fragmentation, however, creates real challenges for advertisers who are trying to reach key target demographics. Buying the top ten properties does not come close to buying the majority of page views.
According to Lehman Brothers, the top ten web properties account for only 28.2% of page views and yet 76.4% of ad revenues.
What is going on? Why the massive discrepancy, 2.7x, between usage and spend? Today, autos.yahoo.com is qualified, targeted traffic. Advertisers can buy a single property and realize the efficiencies that come from working with a single source of relevant inventory. The long-tail, however, continues to grow in size and significance and users are migrating away from company-owned content sites to community-centered sites where the users are the experts, the product managers, and the editorialists. Today, the long-tail suffers from limited targeting, URL whitelist/black list issues, analytics, and other frictions that limit the accessibility and the economic value of Third Place inventory.
However, one thing is clear. Buying the big ten is no longer a viable approach to on-line advertising campaigns and programs.
To understand the power of the distributed web, I think it is helpful to visit one of Ray Oldenberg’s ideas, the Third Place. Wikipedia defines the Third Place as, “social surroundings separate from the two usual social environments of home and the workplace.” Examples in the physical world include the gym and Starbucks. Wikipedia goes onto to say,”… Ray Oldenburg argues that third places are important for civil society, democracy, civic engagement, and establishing feelings of a sense of place. Oldenburg calls one’s “first place” the home and those that one lives with. The “second place” is the workplace — where people may actually spend most of their time. Third places, then, are “anchors” of community life and facilitate and foster broader, more creative interaction.”
People share a need for a Third Place – an anchor in their lives and a facilitator of identity, dialogue, and meaning. The social web understood this need and provided the on-line equivalent to coffee hour, bridge club, etc. As in the real world, where community anchors number in the millions are segment by location, age, interest, gender, religion, etc. the web is becoming a mosaic of Third Places, or grass-roots communities.
Web 2.0 is very much about community and the last few year’s witnessed the rise of anchor companies such as Facebook, MySpace, Blogger, and others that are siphoning traffic away from more traditional web leaders. Blogging platforms and web site builders, such as Blogger, Ning, and Synthasite are allowing users to create their own Third Place on-line – places where users interact, express, and participate.
Today, the long-tail represents 71.8% of page views. As technology platforms further allow for user-control and collaboration, this number can only grow. Widgetbox’s technology furthers the atomization of the web and allows users to take the best of the web and consume it in a Third Place of their choosing.
We are working to help people realize their need for community, shared identity, and to allow them to meet their Third Place needs without sacrificing access to content, applications, and services.
In addition, we are working to help eliminate the very real frictions that limit the long-tail’s share of ad spend to only 23.6%.
Oldenburg’s idea is a powerful one. The framework helps me better understand the rise of social media and underscores why advertisers and big brands must learn to invest in and not against the trend.
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Its really great to know about third place as described by Ray Oldenberg's.Being a member of social media marketing it will help me a lot gaining knowledge about web traffic and its effect.
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hi,Its really great to know about third place as described by Ray Oldenberg's.Being a member of social media marketing it will help me a lot gaining knowledge about web traffic and its effect.
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dorson
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i thinks google got it
dorson : until you get to social marketing, you should really learn how to use disqus, and manageing links, LOL
Fragmentation of the web will lead to more targeted marketing campaigns. It will be more tedious to identify relevant online medium to market our products or services, however this allows a campaign to specific to a group of people.
It just shows that most of the websites out there are not monetalizing from their websites.
The top 10 properties should take a goof look at this so-called Third Place and work even harder if they want to increase their market share. Great empire do falter or fall, you know.
This is an interesting and informative piece of article . Thanks for the useful information and links !
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You have just been visited by SERAH. I will grant you one wish. Make your wish when the count down is over.
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MAKE A WISH!!
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I just realized Lehman Brothers were 562 Billion dollars in debt.
MSN will soon bypas yahoo and become second place.
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Now that you opened it you have to do it
or have bad luck for 3 years
in all your school years have you?
[] Gotten a referral
[] Gotten detention
[] Gotten your cell phone/ipod taken away
[] Gotten suspended
[x] Chewed gum during class
[] Gotten late to a class more than 10 times
[x] Didn't do homework over 5 times
[] Returned at least 2 projects in late
[] Missed school cause you felt like it
[] Skipped class at least 1 time
[] Laughed so hard you got kicked out of class
[] Texted people during class
[] Passed notes
[]Threw stuff across the room
[] Laughed at the teacher
[] Went on myspace, friendster, xanga , etc on the computer at school
[] Took pictures during school hours
[x] Called people during school hours
[x] Listened to an ipod/cd player/mp3 during class
[] threw something at the teacher
[] Went outside the class room without permission
[] Broke the dress code (jeans with holes to high)
[] Failed a class, not a grade, a class
[] Ate food during class
[] Gotten a call home
[] Couldn't go on a field trip cause you behaved bad
[x] Forgot to take something to school
[] Gotten a detention and didnt go
[] Used passes from other days/Or made fake pass
[]cursed during class loud enough so the teacher could hear
[] Slept in class
[] Played basketball with paper balls using the trashcan as a basket
[] Threatened a teacher/ told off a teacher
[] Felt hungry during class and went home to eat
[]treat the teacher as invisible
now times by 3
repost as “I am ____% hated at school
Most websites are just making money from Adsense adverts and affiliate ads. More could be done to monetalize their websites.
Difficult to believe these polls right now.. due to the fact that Lehman Brothers have been experiencing some of their own discrepencies.
blogger is best of course
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The point which tells that the social web understood this need and provided the on-line equivalent to coffee hour, bridge club, etc is valid one..
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Thanks for the useful information and links ! This is an interesting and informative piece of article .
This is an interesting and informative piece of article .
I think Twitter gonna stay long, hrsaccount and I belive Facebook will not stay for that long, as it is beensed for spaming in legal way.
Regards
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Another Reason to Love Online Shopping
Shopping online has improved by leaps and bounds since we fist started using the internet to find products and services. In the late nineties, I was wary of putting my information online where the nepharious haunts of the dark recess of the internet could get to it, but now, with authenticity and security guaranteed on most every site, shopping online has become a must for me, and here is why:
Price vs. Customer service…
When I shop at a big box store, I am given only a few options, and usually, the price is the biggest concern. If I look for the same thing at a mom-and-pop, bricks and mortar store, I might get great service, but often they discuss points I don't care about, or they talk right over my head on the technical aspects of things. Plus, the price usually compensates for the level of customer service, if you catch my meaning.
… Quality…
But if I were to look for the same thing on any e-commerce site or shopping destination online, I can compare the quality of any given number of products, and make sure I get exactly what I am looking for. You can even compare local services from plumbers to carpenters, landscapers, carpet cleaners and more by seeing customer reviews or what other local businesses say of their services.
… and Choice
Not to mention the ability to choose the kind of store you would like to shop. If you prefer to visit your favorite, trusted store, you likely can online. If you prefer to bargain shop, try the online auctions, or even better, the reverse auction of sites like DubLi. You can even look to things like Craiglist to find products or services directly from the source.
Speaking of the DubLi networks, online malls are even starting to develop, where you can compare one store directly with those next to it and find the best products for the most competitive pricing.
So, the ability of the buyer to make the final decisions over a massive range of products is what keeps me coming back to the DubLi networks and other shopping sites. Comparison shopping is the only thing that can alert a person like you or me in this buyer-beware system.
Oldenburg's idea's was really awesome. Very brilliant! Well if you wanna travel to different countries get the great deals of LMT. I always satisfied with their deals and services. Its really great as Oldenburg's idea.
Advertising is becoming extremely difficult due to fragmentation. But I don't like fragmentation. I can't even watch TV anymore because DirectTV has just too many stations to try to sort through. (I don't have an option as DirectTV is what comes with my apartment).
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The idea of Ray Oldenberg was really different. I find it very interesting. If you can analyze more of his idea you can find its really true. Oh well, you can visit also the site of road bikes and find out their good deals.
Yes, fragmentation really creates challenges for advertisers who are trying to reach key target demographics..
This is such a cool story, I believe that the proof is all around us, and modern science and the massive increase in knowledge shows even more proof of a higher being!
hmmm that was a nice explaination about web 2
This is so interested! Where can I find more like this?
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