Full HTML for

Basic foilset Master Set of Foils for Presentation on Role of Web Technologies in Advertising

Given by Geoffrey C. Fox at Syracuse Ad Club Breakfast Meeting at NiMo Building on Dec 5, 1996. Foils prepared Dec 2 1996
Outside Index Summary of Material

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 Master Set of Foils for Presentation on Role of Web Technologies in Advertising

 Denote Foils where HTML is sufficient
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 Challenges and Opportunities -- New Delivery Mechanisms
5 Challenges and Opportunities -- Industry Changes
6 Future Web/Internet InfraStructure -I?
7 Future Web/Internet InfraStructure -II?
8 Future Web/Internet InfraStructure -III?
9 Digital Audio and Video I
10 Digital Audio and Video II
11 Digital Audio and Video III
12 Collaboration will be a Key Web Technology
13 More on Collaboration

Outside Index Summary of Material

HTML version of Basic Foils prepared Dec 2 1996

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

From Master Set of Foils for Presentation on Role of Web Technologies in Advertising Syracuse Ad Club Breakfast Meeting at NiMo Building -- Dec 5, 1996. *
Full HTML Index
Geoffrey Fox
http://www.infomall.org
NPAC Syracuse University 111 College Place Syracuse NY 13244-4100
HTML version of Basic Foils prepared Dec 2 1996

Foil 2 Abstract of Web Technologies for Advertising Presentation

From Master Set of Foils for Presentation on Role of Web Technologies in Advertising Syracuse Ad Club Breakfast Meeting at NiMo Building -- Dec 5, 1996. *
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
HTML version of Basic Foils prepared Dec 2 1996

Foil 3 Challenges and Opportunities -- New Media

From Master Set of Foils for Presentation on Role of Web Technologies in Advertising Syracuse Ad Club Breakfast Meeting at NiMo Building -- Dec 5, 1996. *
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
HTML version of Basic Foils prepared Dec 2 1996

Foil 4 Challenges and Opportunities -- New Delivery Mechanisms

From Master Set of Foils for Presentation on Role of Web Technologies in Advertising Syracuse Ad Club Breakfast Meeting at NiMo Building -- Dec 5, 1996. *
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.).
HTML version of Basic Foils prepared Dec 2 1996

Foil 5 Challenges and Opportunities -- Industry Changes

From Master Set of Foils for Presentation on Role of Web Technologies in Advertising Syracuse Ad Club Breakfast Meeting at NiMo Building -- Dec 5, 1996. *
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!
HTML version of Basic Foils prepared Dec 2 1996

Foil 6 Future Web/Internet InfraStructure -I?

From Master Set of Foils for Presentation on Role of Web Technologies in Advertising Syracuse Ad Club Breakfast Meeting at NiMo Building -- Dec 5, 1996. *
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!
HTML version of Basic Foils prepared Dec 2 1996

Foil 7 Future Web/Internet InfraStructure -II?

From Master Set of Foils for Presentation on Role of Web Technologies in Advertising Syracuse Ad Club Breakfast Meeting at NiMo Building -- Dec 5, 1996. *
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
HTML version of Basic Foils prepared Dec 2 1996

Foil 8 Future Web/Internet InfraStructure -III?

From Master Set of Foils for Presentation on Role of Web Technologies in Advertising Syracuse Ad Club Breakfast Meeting at NiMo Building -- Dec 5, 1996. *
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 ?
HTML version of Basic Foils prepared Dec 2 1996

Foil 9 Digital Audio and Video I

From Master Set of Foils for Presentation on Role of Web Technologies in Advertising Syracuse Ad Club Breakfast Meeting at NiMo Building -- Dec 5, 1996. *
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
HTML version of Basic Foils prepared Dec 2 1996

Foil 10 Digital Audio and Video II

From Master Set of Foils for Presentation on Role of Web Technologies in Advertising Syracuse Ad Club Breakfast Meeting at NiMo Building -- Dec 5, 1996. *
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.
HTML version of Basic Foils prepared Dec 2 1996

Foil 11 Digital Audio and Video III

From Master Set of Foils for Presentation on Role of Web Technologies in Advertising Syracuse Ad Club Breakfast Meeting at NiMo Building -- Dec 5, 1996. *
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 ?
HTML version of Basic Foils prepared Dec 2 1996

Foil 12 Collaboration will be a Key Web Technology

From Master Set of Foils for Presentation on Role of Web Technologies in Advertising Syracuse Ad Club Breakfast Meeting at NiMo Building -- Dec 5, 1996. *
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)
HTML version of Basic Foils prepared Dec 2 1996

Foil 13 More on Collaboration

From Master Set of Foils for Presentation on Role of Web Technologies in Advertising Syracuse Ad Club Breakfast Meeting at NiMo Building -- Dec 5, 1996. *
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

If you have any comments about this server, send e-mail to webmaster@npac.syr.edu.

Page produced by wwwfoil on Sun Apr 11 1999