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GLOBAL foilset Possible Role of Web Technologies in Advertising

Given by Geoffrey Fox at Breakfast Meeting of Syracuse AdClub on Dec 5,96. Foils prepared Dec 5 96
Abstract * Foil Index for this file See also color IMAGE

We discuss possible opportunities and challenges for the advertising field opened up by Web hardware (the evolving Internet) and software (Web Technologies such as Java, JavaScript, VRML etc.)
We describe the different technologies in the context of applications such as education where I have experience!
There are uncertainities due to both unknown evolution of the Web and more importantly we don't know how best to use for marketing and advertising -- areas which will fund and shape a lot of Net infrastructure

Table of Contents for full HTML of Possible Role of Web Technologies in Advertising

1 Possible Role of Web Technologies in the Advertising Field http://www.npac.syr.edu/users/gcf/adclubdec96/index.html
2 Abstract of Web Technologies for Advertising Presentation
3 Challenges and Opportunities -- New Media
4 Some Critical Emerging Web Technologies
5 Architecture of Web Software
6 Some (New) Web Technologies in a Nutshell - I
7 Some (New) Web Technologies in a Nutshell - II
8 Nuclear Reactor Educational Applet
9 The Java Magic Cube from Michael Chang
10 Visible Human
11 VRML Terrain Renerer with Herkimer House Web Page
12 GIS integration with Weather Simulation application - I.
13 GIS integration with Weather Simulation application - II.
14 The JavaScript SlideShow Stepping through CareWeb Images - I
15 Synergy of InterNet and IntraNets
16 Challenges and Opportunities -- New Delivery Mechanisms
17 Number of InterNet Hosts !989-1996 and Projected to Year 2000
18 Challenges and Opportunities -- Industry Changes
19 Future Web/Internet InfraStructure -I?
20 Future Web/Internet InfraStructure -II?
21 Future Web/Internet InfraStructure -III?
22 Digital Audio and Video I
23 Playing H.263 File from Local Disk using Axtive X Controls
24 CNN Newsource Database, video of President Clinton
25 Netscape shows the close caption text associated with the movie.
26 One of the Video Server Asset Management interfaces-I.
27 Digital Audio and Video II
28 Digital Audio and Video III
29 Collaboration will be a Key Web Technology
30 Login to SP2 with a Web Interface at NIST - I
31 Login to SP2 with a Web Interface at NIST - III
32 More on Collaboration

This table of Contents Abstract

HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 1 Possible Role of Web Technologies in the Advertising Field http://www.npac.syr.edu/users/gcf/adclubdec96/index.html

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * See also color IMAGE
Full HTML Index
Geoffrey Fox
http://www.infomall.org
NPAC Syracuse University 111 College Place Syracuse NY 13244-4100
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 2 Abstract of Web Technologies for Advertising Presentation

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * See also color IMAGE
Full HTML Index
We discuss possible opportunities and challenges for the advertising field opened up by Web hardware (the evolving Internet) and software (Web Technologies such as Java, JavaScript, VRML etc.)
We describe the different technologies in the context of applications such as education where I have experience!
There are uncertainities due to both unknown evolution of the Web and more importantly we don't know how best to use for marketing and advertising -- areas which will fund and shape a lot of Net infrastructure
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 3 Challenges and Opportunities -- New Media

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * See also color IMAGE
Full HTML Index
There are natural Web versions of Video, Print(text), Audio and Images but these will be digital and hence interactive
  • Click on an image and get Audio; manipulate media by rewinding etc.
  • Much more choice for the consumer
Simulation (Java Applets) will allow totally new ways to inform
  • The NiMo Web material could include Applets to allow customer to model home electricity and gas bills for given home construction and usage
  • Games can be embedded in advertising material e.g a better version of Tetris but with advertising material on falling objects!
VRML will allow true 3D objects to be used in web resources
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 4 Some Critical Emerging Web Technologies

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * See also color IMAGE
Full HTML Index
Java -- a partially interpreted C++ like language (script) allowing fully interactive clients which execute applets.
  • Likely to become dominant Software Engineering Language in future
  • And even more likely to be dominant language for science and engineering as can be compiled efficiently
JavaScript -- A fully interpreted Web Systems integration Language
VRML -- a 3 dimensional HTML allowing universal description of physical objects and allowing interchange of virtual worlds, commercial product designs etc. Latest version 2.0 suuports interactivity
Web-linked Databases such as Oracle connected to emerging JDBC (Java Database Connection)
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 5 Architecture of Web Software

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * Critical Information in IMAGE
Full HTML Index
Application Specific NII Specific Services for
  • Education
  • HealthCare
  • Commerce
  • Manufacturing etc.
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 6 Some (New) Web Technologies in a Nutshell - I

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * See also color IMAGE
Full HTML Index
Java -- Objected Oriented version of C/C++ supporting Interactive Distributed Computing. Previous Web computing (eg CGI) was server-side. Java allows design and Implementation of balanced Client Server Applications
  • Java likely to be a dominant software engineering language
  • Java will probably be prefered language for development of next generation Web servers and clients
  • Java Applets can implement Client Side (and hence scalable) Simulations to bring to life educational concepts e.g. neural networks, ecosystems, math functions etc.
  • Java can build customized GUI's and graphics/image processing as in NPAC's Visible Human Viewer (won JARS award Dec 95)
  • Java will be used for filters/agents to convert formats etc.
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 7 Some (New) Web Technologies in a Nutshell - II

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * See also color IMAGE
Full HTML Index
JavaScript -- only superficially related to Java and was called LiveScript -- is Netscape's fully interpreted Client side extension of HTML. This is a good integration/customization technology where flexibility more important than performance
i.e. use JavaScript for Rapid Prototyping
  • Current examples use JavaScript together with frames (Netscape HTML extension) for interactive multi-window technologies
  • JavaScript is roughly equivalent to "Abstract Windowing Toolkit/ Layout Manager" in Java but applied to Netscape Frames and not Java windows
  • JavaScript cannot build filters or simulations
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 8 Nuclear Reactor Educational Applet

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * Critical Information in IMAGE
Full HTML Index
HotJava Demonstration
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 9 The Java Magic Cube from Michael Chang

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * Critical Information in IMAGE
Full HTML Index
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 10 Visible Human

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * Critical Information in IMAGE
Full HTML Index
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 11 VRML Terrain Renerer with Herkimer House Web Page

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * Critical Information in IMAGE
Full HTML Index
From Chris Walczak
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 12 GIS integration with Weather Simulation application - I.

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * Critical Information in IMAGE
Full HTML Index
NPAC Web Based Geographical Information System in Stand Alone Mode
A GIS application is a specialized OpenInventor viewer, however it accepts any OpenInventor 2.1 scene model. That's why it's so easy to integrate it with third party applications, which produce IO/VRML output. The images show GIS integration with Weather Simulation application. A GIS viewer can also display animated objects controlled by Simulation Engine.
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 13 GIS integration with Weather Simulation application - II.

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * Critical Information in IMAGE
Full HTML Index
NPAC Web Based Geographical Information System in Stand Alone Mode
A GIS application is a specialized OpenInventor viewer, however it accepts any OpenInventor 2.1 scene model. That's why it's so easy to integrate it with third party applications, which produce IO/VRML output. The images show GIS integration with Weather Simulation application. A GIS viewer can also display animated objects controlled by Simulation Engine.
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 14 The JavaScript SlideShow Stepping through CareWeb Images - I

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * Critical Information in IMAGE
Full HTML Index
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 15 Synergy of InterNet and IntraNets

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * Critical Information in IMAGE
Full HTML Index
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 16 Challenges and Opportunities -- New Delivery Mechanisms

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * See also color IMAGE
Full HTML Index
Of course we will able to use whatever the Internet becomes to deliver Web Advertising
But of course we will have digital Satellite and digital cable which will deliver same type of material as long as TV's/Set Top boxes become "web-aware"
There will be transitional/intermediate formats with CD-ROMs (containing material using Web Technologies) providing high bandwidth base material (e.g. base graphics of catalog) to be supplemented by Internet for additional resources (actual prices, delivery and new material etc.).
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 17 Number of InterNet Hosts !989-1996 and Projected to Year 2000

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * Critical Information in IMAGE
Full HTML Index
See http://www.genmagic.com/internet/trends/
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 18 Challenges and Opportunities -- Industry Changes

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * See also color IMAGE
Full HTML Index
Your staff will need new skills all the way through the management chain to be able both to decide what to do in the New World and Implement It
  • Please take our courses in Web Technologies and Applications
You will need new physical infrastructure for networking and multimedia servers and clients.
You will need to find the good ways to use the new technologies
  • You can start with "digital transcription" of existing ideas but surely best ways will be "native" to the new media and not just digital versions of the old order!
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 19 Future Web/Internet InfraStructure -I?

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * See also color IMAGE
Full HTML Index
So what network bandwidth and client performance should you plan on?
In short, I don't know but can comment that:
Central Locations -- "Malls", "Hotels", "Community Centers" will have highend multimedia computes, ATM like high speed networks and will support high quality digital video
Key uncertainty is what the "average consumer" will have but here advertising industry might have a big impact in establishing what is needed as communication industry (cable, phone, power, Satellite) can deliver what people/advertisers are willing to pay for and that is what has high value!
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 20 Future Web/Internet InfraStructure -II?

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * See also color IMAGE
Full HTML Index
Network Connections:
  • POTS(Plain Old Telephone Service) -- Maybe 30 Kilobits per second
  • ISDN (Uses same twisted pair) -- Around 100 Kilobits per second
  • ADSL/ATM(Optical Fiber)/Cable/Satellite -- Megabits per second
All can do everything but at different quality/performance levels
Do you need high performance from user to Web or just from Web to user
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 21 Future Web/Internet InfraStructure -III?

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * See also color IMAGE
Full HTML Index
The consumer can view material on:
  • TV plus digital settop box : Similar cost to today $300 + $100
  • Network PC -- $500
  • "Real" PC" -- $1500
What do you need to run real Web Software (cannot afford new software model), display text and images, display digital video ?
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 22 Digital Audio and Video I

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * See also color IMAGE
Full HTML Index
Digital video is a driving media as requires most network performance and most storage on backend multimedia servers
  • Current Web is a few percent video
  • Future Web will be 95% video
Compression technologies stress computers now for encoding and decoding but will NOT be a problem in three years as either next generation PC chip (P7 with built in DSP) or specialized hardware (needed for set top boxes anyway) will cope
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 23 Playing H.263 File from Local Disk using Axtive X Controls

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * Critical Information in IMAGE
Full HTML Index
Video on Demand Project
This is the same ActiveX control used on previous screendump, but this time it plays H.263 file from local disk. It uses H.263 decoder developed in NPAC (based on Telenor decoder) and built into ActiveMovie.
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 24 CNN Newsource Database, video of President Clinton

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * Critical Information in IMAGE
Full HTML Index
Living SchoolBook Material for SC95 San Diego Dec 95
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 25 Netscape shows the close caption text associated with the movie.

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * Critical Information in IMAGE
Full HTML Index
Video on Demand Project
Links on the HTML page initiate seeking to a particular position in the movie.
he Video Client displays ActiveMovie OLE control with a video window (right lower corner).
ActiveMovie Control Properties window provides an extended interface to the Video Client (right upper corner).
one of screendumps presenting the user interaction with Video on Demand Client for Windows 95/NT
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 26 One of the Video Server Asset Management interfaces-I.

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * Critical Information in IMAGE
Full HTML Index
Video on Demand Project
VSAM is the system to manipulate video archive metadata.
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 27 Digital Audio and Video II

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * See also color IMAGE
Full HTML Index
Network bandwidth may be more important
  • H263 needs 30-100 kilobits per second (POTS to ISDN) and is certainly suitable for video conferencing and educational material
  • MPEG1 (1.5 megabits per second) or MPEG2 (many megabits per second) give entertainment quality but at significant network performance requirements
CD-ROMs will be able to have bandwidth and storage capability for many hours of MPEG1 quality video
Audio will run over POTS/ISDN and does not need ATM etc.
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 28 Digital Audio and Video III

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * See also color IMAGE
Full HTML Index
Much Web Video uses "batch" technology where you download and play video but this does not work except for small videos
Any serious use of video must stream from servers
  • This requires bandwidth and "quality of service"
Many failed trials of this technology but it surely can be implemented (start with services to central locations) as no in principle problem. You need to tell us what the needed service is!
Web will use low bit rate video (H263) in "talking heads" (collaboration) mode over existing Net very soon
What is role of Interactivity implicit in digital video -- embed hyperlinks or what ?
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 29 Collaboration will be a Key Web Technology

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * See also color IMAGE
Full HTML Index
It will enable digital collaboration between people, computers and Web Information
  • People to People with digital Audio, Video, text chat boards, shared images (white boards) and shared Web pages
  • Generalizes radio talk shows, phone marketing
Allows one to customize and test drive one dream car in virtual Los Angeles traffic jam or virtual Indianapolis speedway! (VRML 2.0)
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 30 Login to SP2 with a Web Interface at NIST - I

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * Critical Information in IMAGE
Addon Full HTML Index
From NIST Sp2 Web Interface by Robert Lipman http://www.nist.gov/itl/div887/sasg/websubmit/
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 31 Login to SP2 with a Web Interface at NIST - III

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * Critical Information in IMAGE
Full HTML Index
From NIST Sp2 Web Interface by Robert Lipman htt/www.nist.gov/itl/div887/sasg/websubmit/
HELP! * YELLOW=global GREY=local HTML version of GLOBAL Foils prepared Dec 5 96

Foil 32 More on Collaboration

From Possible Role of Web Technologies in Advertising Breakfast Meeting of Syracuse AdClub -- Dec 5,96. * See also color IMAGE
Full HTML Index
Can choose who will be "master" leading others on a manipulating a particular resource
  • e.g. leading others connected to session through a particular product documented with a set of Web pages using suitable video,audio, images, VRML 3D images, Java Applets etc.
One can develop high value added Web resources with
  • Basic information (generated from a separate secure database),
  • comments from consumers visiting site,
  • "mentors" (connected with collaboration technology)
Northeast Parallel Architectures Center, Syracuse University, npac@npac.syr.edu

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