Let's see how the 'advertising (henceforth Adv) is involved in the new dynamic introduced by the Web2.0 (as a User generated) and mobility. As we mentioned, a first element in common that they have the Adv and DRM is the need to be present on the devices Player.
The Adv plays an important role in the scenario of Mobile and Net TV. New technologies have allowed an evolution of Advaita unprecedented, making it dynamic, interactive and "smart."
Internet, in particular, has allowed us to experiment with new techniques of investigation related to marketing, the results are by far the best of past strategies, imprecise and based essentially on the concept of "sample." The Adv, however, finds it difficult to be placed evenly on the various platforms and technologies proposed. This has created an almost paradoxical situation that sees the emergence of attitudes ranging from the ineffectiveness of the total advertising message at a great and unexpected result with profitable returns.
Mobility and Dynamic Content
As it happens (or will happen) with the content standards, must also Adv adeguearsi depending on the device used. The new era of cross-devices (the same content can be enjoyed on different devices) clearly indicates that the same format or content must have different characteristics depending on the device from which it is received. A mobile phone, for example, allows "experience" is completely different from a 16:9 38-inch plasma or from a PC screen. The different devices, moreover, are not always recognizable by the software-adv and a standard in this sense is the first obstacle to overcome. This is because today's devices are similar too, and a software-adv may not be able to recognize them, uniquely, immediately. In addition, the technology evolves quickly, leaving little time for updates. The introduction of operating systems (although in a reduced form or light) in some mobile devices will produce long-term total convergence between the home PC and the "PC" laptops.
Here, as an example, some of the essential characteristics that a software-adv should be able to identify its content to make the most suitable possible to different circumstances:
Get (via Tag for example) information on the contents (audio or video) is a first discriminator, already used for example in the Google AdWords system, which is able to provide Adv contextualized based on the information contained within the Web page host
- Date and time
Allows the software-adv to present content appropriate to the season and time of use
- Screen Size
The screen dimension is essential for the choice of formats for submission. Small screens need to have different details and timing of different animation compared to larger screen sizes
- Audio Capability
Determine the "listening mode" is also a useful tool for determining the type of sound to be used (it is useless to perform a digital-surround on a cell phone)
- Interface Devices
For software-adv that richiedno interaction (see also AdvGame) the different interfaces available today (mouse, phone keypad, multi-touch screen, etc ...) produce different experiences and therefore can not be ignored for the purposes of a better efficacy
- Operating System / User Data
A provocation, if you want, not too far from reality. Some devices are contained our profiles (gender, state, city, date of birth, etc ...), sensitive information, but often accessible by software-adv so they can filter out content entirely irrelevant to the identified target
This is one of the most interesting features that new technologies provide: make the adv intelligent, ie able to vary its content in accordance with a number of parameters. This possibility makes the advertising message extremely more effective, aligning, in fact, to the needs and environment of the end user. The number of information can be obtained is, of course, linked to the evolution of technology. The new devices with GPS, for example, provide even our position on the globe and then can further make more effective the advertising content proposed: for example, if I am at sea in August fruirò pleasantly advertising on iced drinks or sunscreen, otherwise if I am in the mountains I'll be liento to "put up" a spot on the hot chocolate or a blanket ends!
In short, for analysts of marketing a real - unexpected - paradise.
However, "possibility" does not mean directly "feasibility". The essentials that today prevent a mass dissemination of these new "tips for purchasing" are:
- The Player - the one who provides the content and the adv
- The management of all variants of Advaita
The software-adv above "imagined" needs to be integrated in the runtime system, be it audio or video. Think of it as a separate element makes it ineffective and easier to be bypassed by anyone. They will then be the Player and aggregators to incorporate intelligence software-adv, so as to provide a single system that will allow the use of software-adv sincronizzarzi also benefited with the content, which is also a source of information for adapting the message advertising: If I watch a episode of CSI instead of Ballarò I provide information about my interests.
The player, in this view, is comparable to the Internet browser that within the same Web page shows both the content of the author that any messages Adv.
Distribution of Advaita: online vs. offline
If we think then that we have entered the era of online continuous we may be really disappointed. Nonstante the network connection is now extremely widespread and faster than a few years ago, many software do not give at all for granted "be on a network." It can happen, in fact, that for one reason and another, it stays out of the net ... especially in Italy!
This is demonstrated by the effort that ultimately you are doing in the writing of applications that can run both online and offline. The technologies such as Adobe AIR and the new features in Firefox 3, indicate the need to work disconnected and update all our data in due course. Tools such as Windows Live Writer link on the ability to write posts offline dipoter and update in due course on the net!
This definitely indicates that the Adv can not be totalemtente online, otherwise it would not work in all cases (and there are many) to use offline. The first difficulty, therefore, is to store the content in a static memory, contained in our device and accessible regardless of the state of connection.
A possible solution could lie in a hybrid system, ie able to retrieve from the network the new content adv and move in a cache on the Player so, in case of absence of the network (offline) can be displayed, however, the last adv, although not "aggiornatissimi" (not consistent). Despite these difficulties, the separation from the content of Advaita is a step forward, both for the end user and the sponsors.
Precisely because of these new features may be noted the adv asynchronous double-edged sword. Its invasiveness could be targeted by some Hacker. In addition, being a technology present in the Player latter could also be replaced by a custom-Player (or "hacked") capable of avoiding the adv!
This, probably, is what binds better and DRM Adv. In computer "protection-software" (even those who have had little success hardware) can be powerful or totally unnecessary, especially when it comes to open systems, easy to use, and involving - then - the User-Generated.
There are, for example, Extensions and Plugins for today's browsers can filter the ads, banners and the "famous" pop-up, so it is efficient and simple! Eliminadoli completely from the displayed page.
As shown for the DRM, even for the adv the solution may lie in a new approach, a different way of presenting the advertising message by making minimal invasiveness and discomfort. We must ensure that the user is, in some way, to benefit from the advertising message, dressing the latter with the new dynamics allowed by today's technologies.
But the real problem, perhaps, lies not just in the same audio, video, and so on?
Since all files' iFile
The portability of an image file (JPG, GIF, TIFF, etc ...), audio (MP3, AIFF, WAV, etc ...), a PDF document or an MPEG movie (FLV, AVI, MPG4, etc ...) is strictly linked to the fact that a file of this type contains exclusively information pertaining to the object in question: an image file, for example, contains information sull'immmagine bitmap and its internal structure does not take into account the operating system or the type of device on which the image will then be displayed. Today, in fact, you can read (and write) to an image file in JPG format (one of the most common) with a lot of devices: phones, DVD players, PC, Notebook, PSP, etc ...
The same thing also applies to other media: audio and video especially!
What happened, in short, is that over time have been devices to adapt to the format (image, audio, video, etc ...) most common, and not the other.
With files - so-called - runtime, a "program" so to speak, that is, files that contain machine code and then intelligence, the issue is much more complex. An application for Microsoft Windows, for example, can be performed only on a very specific type of operating system. This behavior is valid for all platforms on the market today: a Playstation game is not suitable for an application for Mac and Unix is not available for the Nokia N70!
Although there are emulators and virtual machine environments, an application in 98% of cases will only work on the device / operating system for which it was written. Precisely for this reason, in fact, there are different versions of the same product: Microsoft Word for Mac and Windows, the game Spiderman 3 for Playstation 3 and XBOX 360, the Opera browser for the Nokia Symbian operating system, etc. ... A real universe! Ultimately if you have multiple devices you need to purchase a "copy" of the game or application written (or compiled) specifically for our device.
These differences have always existed of course, since the Commodore 64 and ZX Spectrum, which are also incompatible. However, recently it was possible to catch a glimpse of a possible solution, or at least a "hope" solution! With Java, to name but one, has created a "third" virtual world where the same application (same mean the same file) is able to function on various devices and operating systems. The trick lies in developing a "third" entity (a virtual machine), make it available for all the different devices and operating systems, so that, from that moment onwards, you can develop a single version of an application that lives in this 'virtual environment, completely ignoring the rest.
In this example, a virtual machine from your browser acts against the "code" HTML. Internet was conceived and had its "success" thanks precisely to this peculiar behavior than traditional applications. A website, in fact, suggests the same HTML code without worrying about the type of device or operating system that will be supported (although today, in truth, this is not entirely 100% true, but the substance remains). The so-called Web Application, which opened the era of Web2.0, allow anyone to be used simply dispondendo a browser, do not require installation and, in theory, work dapperttutto!
Solutions such as Adobe AIR, in fact, focus on this fundamental concept: Deploy a Run-time (virtual machine) for the different platforms and devices so as to allow a single code development, making it easy to port an application from one system to another, like a JPG! This approach could also have repercussions on data files which would become traditional, grant me the neologism, the iFile (or if you prefer Media Application File - MAF), or "file-intelligent" hybrid between traditional data files and portable applications.
What would be the benefits? For example, you might think to provide a video or music not as data files, as it does now, but as an application (or iFile). Application, of course, portable, that is, working on various devices thanks to the adoption of a standard (runtime / virtual machine) distributed on DVD Player, television, iPod, Playstation, PC, Notebook, mobile phones, etc ...
Having therefore available to our video or audio as an application, this can handle both the DRM Adv, having merged into a single "element" is the player who and data.
So you would lose the centrality of the raw data! An image would no longer only "image" but also would incorporate the viewer: It would be almost "self-conscious". Trappings, then, that can contain any type of data: audio, video, text, etc. ...
Making a comparison with computer programming, only for the technicians, is like going from C to C + +, where the structures (struct) of the raw data into objects! Or the evolutionary leap brought by Flash in the "static" web pages!
A video would not represent more than just a data stream. Incorporating your player compression format used may be any. This iFile would be able to do many things, just because "application". In addition to manipulating Adv and DRM embed so could provide a range of services, properties, and events today delegated to various types Player (and there are many) sparzi in different devices and operating systems.
This scenario, however, is far from being achieved in a short time, unless surprises! First of all the standard, discussed in the first part of this series of posts, plays a key role. To make real and realistic the iFile serves first and foremost a single virtual machine for all systems and for all devices in Java? Adobe AIR? These are some of condidati present today.
An audio or video files become heavier, precisely because it incorporates a number of additional dynamic inside. Some might rightly reveal some redundancy in having 100 songs with the same code Player "on board"! However, it could be a "price" acceptable to solve DRM and Adv in one fell swoop, even if the question is really would be resolved without also act on how you do it "politics" and Adv DRM?
We can summarize partially Pros and Cons of the hypothetical iFile below:
- Management and embed customized DRM
- Management and embed custom Advaita
- Ability to make dynamic, interactive and inteligent traditionally an "inert"
- Forniitura of services in the form of methods, properties and events: here opens a universe, in my opinion, depending on the type of data processed. For a piece of music, for example, can access the image of the cover, the lyrics of the song (in several languages). For a video interaction, Adv contextualized at the frame level, multiple camera angles, subtitles, etc ...
- Partial disappearance of the "data files" traditional: these remain which do not require the additional features of iFile
- Increase the space occupied: in terms bytes
- Obvious implications for freedom of distribution and transmission bandwidth
- For the protection of proprietary formats and DRM Advaita skipping
The most controversial, however, remains the difficulty of determining how "open" it must be a file of this type. To protect DRM and Adv, iFile a picture, for example, could not be opened with Adobe Photoshop with the simplicity with which you do today. Further, the closure of the formats of these files limit - if not nullify - productions open source software, freeware or shareware, making the latter "illegal". In short, the best protection is likely to kill almost always just what you want to protect! The classic dog chasing its tail.
From sviluppattore, then, I know that everything can be "hacked" (live debugging), it is always and only a matter of time!