It’s very hard to imagine a new way of advertising in digital when the current models are anchored in the hierarchical environment that the Internet is now. Good point Chris that broadcast models of TV and Radio is what we have at the moment. That habitual adherence is the same anchor that needs to be pulled out. FB, Google etc think they’re innovating when they fine tune the broadcast model with filter algorithms but they rely at source on the single hardware system of the internet to use the filters. By that I mean there is only one www because there is only one way to get to it. It’s this one single transit space that allows the data mining for filters and dictates the broadcast model however finely tuned they make it.
In designing Wyrdom I ran several models of what advertising looks like in an autonomously controlled internet. Wyrdom is a virtual internet, (which is a virtual 3D world to imitate and decentralize the current land based hardware) in which a limitless number of webs are assembled by human semantics as apposed to machine semantics (currently being attempted by Tim Berners Lee etal) and filter algorithms (as currently practised by Google FB etal). This is the opposite of broadcast because it’s the opposite of an hierarchical environment. Narrowcast advertising in a semantics based autonomous modular internet with no archiving forces advertisers to target their advertising purely on up-to-date semantics and not on archived content and click filtering, and it also means they’re using the same modular system as everyone else to make the transit.
Here’s some ideas of what advertising will look like in the future. The 3D locata-base everyone accesses their modules through is a ‘common’ interface. It’s compartmentalised to each user because no content is actually on your device until you open a module. Until you do so your inside a 3D shared, but modular realm in which your web-activity (with your web members) is highlighted. This allows ‘disembodied’ advertising that appears floating nearby your subject module web-areas and has to be clicked on to become a banner or full screen 2D/3D element (Your choice and/or the advertisers chosen medium). A modular environment means the advertising is not ‘floating’ open on your device interface, it’s in the 3D locata-base near your subject modules and remains a ‘thumbnail’ waiting to be clicked on.
Advertisers rely on choosing the right subject areas to target their products and have to be interesting enough to achieve click through. They also publish their own advertising modules as there is no human administrator and the default setting in Wyrdom is full privacy. Advertising modules have their own settings to gather click through and consensus data but each user clicking through has their own settings to adjust what amount and sort of data on them is collected. In having a modular interface for a modular web every user can set their UX at their own device so advertisers will need to tailor their ‘product’ to UX. There is no need for add blockers because every ad is already pre-blocked in a default privacy environment. Advertising modules will need to become recommended by web members before they could become a nuisance for other members. Meanwhile, advertiser pay for modules that have their consensus moderation removal system extended to 85% instead of everyone else’s 50%. All inactive modules are removed after set time periods as there’s no archiving in an autonomous space.
This 3D environment allows for a far more interesting easel of course. In having a 2D plane medium immersed in a 3D planar medium there’s scope for adverts that look like the view through a carriage window of a moving train you’re either travelling in or watching pass by from the platform. You could even be looking out as a succession of train windows slide past as you remain seated inside the carriage where all the seat slide forward. Since it’s a fully digital world no longer reliant on ‘analog’ broadcast methods you could change that ‘train’ into a 1960’s cuban car chase, or a medieval castle hop as your choice of interface and advertisers could target these demographics as much as any other group.