And no sooner have we got used to the term Web 2.0 to describe an online environment within which web applications are served to end users - illustrated by properties such as MySpace and YouTube - than the spectre of Web 3.0 looms into view, incorporating application programming interfaces, content aggregation and delivery, on top of the Web 2.0 social networking platform.
What's sauce for the goose is also good for the gander. Media agencies are now as likely to be getting the messages of their clients across by creating a website, producing a customer magazine, putting on an exhibition or creating TV and radio programming, than by booking advertising space. And even traditional creative agencies such as Ogilvy are trying to claim a share of this new environment through its media planning and buying division Neo@Ogilvy.
In this brave new world, which organisations are best placed within the current client interface to play the lead role? This week's feature suggests there is a real opportunity for media agencies to steal a march in this space, as long as they embrace integrated working and think creatively rather than financially (see page 26). But they had better watch out for media owners and digital specialists coming up on the rails.
- More than enough has already been spoken about Ofcom's proposals to restrict junk-food advertising, but it's worth noting that the proposal to extend the ban to include shows that reach a high audience of under-16s is one of the few areas of the communications regulator's report that is still open for consultation. I'm sure many feel the battle is already lost, but it would be remiss of media owners, agencies and brand owners to not at least put the case against extending the regulation to under-16s. Respondents have until 15 December to reply at www.ofcom.org.uk/consult/condocs/foodads_new