Tuesday, March 18, 2008

DoubleClick 'Widgetizes' Ad Platform

DoubleClick has created widget technology for virally distributing rich media ads. The new platform enables ads to be posted as widgets to social networking sites or onto personal home pages.

If you haven't recognized this shift towards ads-cum-widgets yet, this announcement by one of the biggest ad networks makes it official. Widgets are superior to traditional ads because they bring some value for the reader -- through video, interactive games or custom content delivery. People will want to interact with them and host them on their sites, which you can't say about 99 percent of existing ads.

DoubleClick quoted eMarketer as saying that the number of marketers who will use widgets will more than double to 47 percent of the market, and I'd say it will be more than 50 percent, and most companies targeting the under 45 demographic will play with widgets.

Gigya's Wildfire technology is powering DoubleClick's technology. Widget software developers who are masters at javascript, RSS and XML will be in high demand this year as I know that many other ad networks are moving in this direction.

Similarly, widget provider ClearSpring just signed a deal to provide widgets to Hearst Publications.

Posted By John Gartner at 08:50 AM
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