Mingo
everyday can be a domingoArchive for Technology
HTML5
HTML5 attempts to solve issues found in previous iterations of HTML. It is a joint effort between the W3C HTML WG and the WHATWG which is estimated to be finished by 2012, but whose functionalities we may start enjoying pretty soon - Microsoft has already started implementing parts of HTML5 in IE8.
HTML4 was designed in 1999, without taking into account tabs, RSS, flash and HD video – SGML, XML, XForms, RSS, CSS even AJAX has been the main focus until now.
But if you’re not a programmer geek, how can all this help you out?
Fragmented Search
A cleanly organized page which essentially follows a “DOM” tree will be more easily crawled, and the content within more easily parsed and indexed by a spider. Are you searching a concrete date? A determined video or audio format? Are you searching an article, a definition or a conversation?
No more plug-ins
Who has tried to watch a video and said “hey I can’t see it”. “Shit, the codecs. How was that pack that they told me that…?”
As evidenced by various Flash-based media players, authors are interested in providing their own custom-designed user interfaces for video viewing, which generally allow users to play, pause, stop, seek, and adjust volume.
Easier web structure
If you want a new web page, you should know that HTML 5 introduces a whole set of new elements that make it much easier to structure pages.
What does the Web now look like?
E-book magazine design
The design aims to capture the essence of traditional magazine reading, using digital media to create a rich experience while maintaining the relaxed features of paper magazines – taking into account that interactivity or abundant information can be perceived as overwhelming.
Another nice magazine trend is the combination of hard magazines + smart phones through tags. Microsoft has developed a tagging system which is accesible for any mobile device (android, iPhone etc.).
Centro Deportivo Municipal Cerro Almodóvar
Online branding
Ever since traffic reports have been available for online ad campaigns, people have been doing whatever possible to increase the CTR.
Before the days of internet advertising, people would advertise on the radio, or in the newspaper, and HOPE for a return. Now they expect to quantify return in the form of CTR. The truth is, a branding campaign has always been and will always be more valuable than the “Act Now!” campaign.
Imagine a banner that simply says, “Coke” and has a photo of a perspiring glass bottle of Coca-Cola sitting on ice.
That ad, at a 10-20% share of voice in the same position for a year, will ultimately yield higher returns than the “YOU ARE THE 10,000TH VISITOR!!!! CLICK HERE FOR YOUR FREE iPOD!!!” ad (despite the sad fact that the ipod ad probably received many more clicks).
The problem is that too many “call to action” ads do very little, if any branding. The Coke ad has no call to action and will likely receive a horrible CTR.
Many marketing professionals, however, will believe this campaign to be more “successful” than a gimmicky ad.
More Internet advertising conferences for marketing guys please! They could also be reminded of retaining the key to Google Adsense accounts in order to share them with creative agencies (not only media agencies).
Even if you can measure something it doesn’t mean you HAVE TO measure it. The real problem is how to measure the offline effects of online campaigns.
