SpectatorBytes

There has been some recent posts discussing the impact of the Web on other media. Today’s Techcrunch post on publishing and blogging is the latest example of that (see here). In my view, these editorials are signals that the Web is finally coming on its own as a medium. This got me thinking about what Web’s “unique value proposition (UVP)” is relative to other media.

In looking at recently launched and already successful digital media products and services, the UVP of the Web can be encapsulated by the following elements:

- Optimized for Micro-targeting but allows for mass distribution
- Instant/fastest form of information/data dissemination (i.e., real-time, live, available everywhere)
- Conversational/Participatory/Community Driven in nature
- Low-cost production economics – yet, allowing high quality production
- Enables on-demand access to content
- Searchable
Two things tend to happen when a new medium ’s UVP becomes evident:

1. Advertisers begin to understand how to best leverage the new medium as part of an overall media portfolio. Direct Response advertisers have quickly moved to the Web given that medium enables cost efficient mass marketing. Brand advertisers are seeking for solutions that match the uniqueness of the Web. I expect that the next couple of years we are going to see ad solutions that take advantage of the Web’s uniqueness. This will likely lead to advertisers to spend more on the Web as they are able to reconcile the Web spending vs. other media.

2. Other media have to reinvent their Unique Value Proposition. Think of the resurgence of Radio in the early 90s thanks to Talk Radio. The new format allowed Radio to offer a new value proposition to both listeners and advertisers. Newspapers are certainly beginning to do this in light of the growing popularity of blogs.

Although for those of us in the industry, it may seem like the Web has already entered its mainstream stage a while back. I believe the emergence of a clear UVP suggests that this is actually about to start happening.