Justin Williams – The Evolution of Web 3.0; What it means for Advertisers in 2020

Justin Williams, President, nuMVC

The What

The web is changing and has been ever since its inception. With more recent technologies that have been emerging, marketers and advertisers can now reach consumers wherever they are with contextual based messages. These technologies are being labeled the start of Semantic Web or Web 3.0

Based on who the consumer is, where that consumer is, and many other pieces of data the marketer has gathered, the marketer is able to reach that consumer with personalized content.  However, the number of applications, devices, and channels marketers have to reach these consumers are always increasing, creating increased overhead with little combined analytics to prove ROI.

By 2020 the majority of digital channels will be connected allowing for centralized management.  Digital command posts will be the new norm for advertisers and marketers.  This is the promise of Web 3.0/Semantic Web; all channels and applications are interoperable, removing the complexity of Internet marketing.

Tools like nuMVC’s Intelligent Content Platform will enable marketers to automate personalized content delivery through all of these mediums and gather rich data to prove ROI – all with very little technical knowledge required.

The Why

Every day there are more devices, apps, and systems that people use to access the Internet.  No longer are people tied to their desktops and laptops; they now access content via mobile devices, tablets, and TVs. All of these offer unique promotional opportunities for advertisers.

By 2020 digital will make up even more of marketers’ budgets than it does today. From 2010 to 2012 digital has grown as a percentage of global ad spend by 38% and it is projected to grow another 22% from 2012 to 2013.

As this digital spend increases, more applications and channels will be introduced to reach more users and more targeted populations. In order for agencies and brands to maintain their margins, minimize their staffing overhead, and make media selections with better data, they will need to adopt these central, digital command posts.

The How

The web’s architecture is ever evolving. This evolution can be tracked along iterations that are commonly referred to as: Web 1.0, Web 2.0, and more recently Web 3.0.

Web 1.0 laid the foundation for the web by connecting web pages via hyperlinks and search engines built systems allowing consumers to find these web pages in an easy and intuitive manner.

Then, in the 2000s, companies like Myspace, Facebook, and Twitter emerged making the Internet a social place, often referred to as Web 2.0.  More and more consumers are using these social applications to make purchasing decisions and discover new products and services.

Web 3.0 promises to make the Internet more context sensitive in its content delivery, sometimes referred to as the semantic web.  In order to accomplish this systems, applications, and devices must be connected and communication between these mediums must be automated.  This will allow marketers and advertisers to better understand their consumers, automate connecting with consumers at each point in the purchasing process, and better understand their digital reach.

All of this means that advertisers will automate many of their menial, time intensive tasks and gain new insights to produce better-performing creative. Web 3.0 will be mature by 2020 and advertisers will spend less time to reach more consumers with better creative.