Wednesday, October 28

Google's Schmidt: the internet 5 years from now

Since my rant "WANTED: Digital Advertising sector. How to fix the digital ad market in Vietnam" back in March, I've gathered and teamed-up with a dream-team of industry people to take this on and address the digital advertising market 'issues' in Vietnam. More on that in the coming weeks....

Once in a while, it's good to "come up for air", out of the vacuum of Vietnam, and back into the global digital trends. Just a year and half ago, sitting in The Sun office, London we experimented with campaigns on MySpace, Facebook and other social networks. Conventional wisdom said that Social Media was not right for advertising, for brands...and how will FB make money?, social media networks are the fastest growing form of advertising.

I've cut paste this for myself, but will share it here for anyone that also missed it. Here's a selection of video's and snippets that reminds me - and you - why we are in this business and where it's going:

1) First, Eric Schmidt, from 2007 on the future of digital advertising, still relevant today since we're all a long-way from reaching what he talks about:

2) Kevin Roberts, Worldwide CEO, Saatchi & Saatchi, gives a powerful speech on what marketing and leadership is TODAY...and it's different to what we learnt at business school:

3) An energetic presentation from Seth Godin on the importance of Leading Tribes:

4) And finally, back to Google's Eric Schmidt for his recent talk on the Internet 5 years from now:

Schmidt's highlighted comments include:

* Five years from now the internet will be dominated by Chinese-language content.
* Today's teenagers are the model of how the web will work in five years - they jump from app to app to app seamlessly.
* Five years is a factor of ten in Moore's Law, meaning that computers will be capable of far more by that time than they are today.
* Within five years there will be broadband well above 100MB in performance - and distribution distinctions between TV, radio and the web will go away.
* "We're starting to make signifigant money off of Youtube", content will move towards more video.
* "Real time information is just as valuable as all the other information, we want it included in our search results."
* There are many companies beyond Twitter and Facebook doing real time.
* "We can index real-time info now - but how do we rank it?"
* It's because of this fundamental shift towards user-generated information that people will listen more to other people than to traditional sources. Learning how to rank that "is the great challenge of the age." Schmidt believes Google can solve that problem.