– Jesse Math, VP, Advanced TV & Video Solutions at Tinuiti
There have been a variety of web iterations and the first to come about during the 90s was Web 1.0. Today, Web 1.0 is often referred to as the “read-only web” or the “static web.” It was a great resource to gather information quickly on a desktop, but there was no real chance to react or interact with the pages. Enter: Web 2.0.
Phases of the Web
“My biggest advice to anyone looking to get involved, from the individual to the brand, is to be authentic. Authenticity is going to be the foundation of what’s to come. Embrace the new developments, don’t be kitsch, and focus on the experience consumers have with your Products/Websites/App, etc.” – Kolin Kleveno, SVP, Addressable Media at Tinuiti
“It is a wild wild west in the metaverse and NFT world currently. Even though Web3 is meant to decentralize the internet in response to all the big tech gorillas (Meta, Microsoft, Google), we will see more consolidation of Web3 in the future just like any other tech revolution from the past. While we will not see one single metaverse, all of the metaverses need to be interoperable for greater collective user experience. Efficiency and standardization will take over to allow for Web3 to be real.”
In this article, we’ll cover the different phases of the web from 1.0 to 3.0, highlighting where we are now and where we’re headed in the near future. We’ll also share Web 3.0 predictions and hot takes from our in-house experts so you can be prepared for what’s to come.
“Advertising opportunities are for first-movers that want to make a splash. Most likely virtual DOOH (digital-out-of-home) will have the biggest opportunity for advertisers to attract attention as people experience and move around the virtual worlds.”
Web 3.0 Predictions From the Experts
– Crystal Duncan, SVP of Influencer Marketing at Tinuiti
Virtual worlds are the new reality
“Web 3.0 transcends the limitations of time and space at scale, today, among a very specific and sought after audience. What brands can do is limited only by their imagination. What brands should do is limited by authenticity. Brands that are already building virtual worlds, hosting virtual events, selling virtual gear, and issuing branded NFTs tend to be those that have achieved the highest echelons of brand loyalty, credibility, multi-channel media spend, and community engagement. Or they are crypto-native upstarts that 99% of us would not believe are real. While most brands do not meet these qualifications – all brands have the opportunity to recognize that NFTs and the metaverse permeate today’s culture. Consider how you can build on-brand creative at the speed of culture. What kind of new loyalty programs can you reward your customers with? One day, paid, earned, and owned channels will be critical to driving your virtual product line sales. Until then, make sure you are covering the bases that drive physical goods sales.”
But you still might be wondering what’s to come in the Web3 world? How will this impact your brand? Don’t worry – we’ve got you covered. – Forbes
“I’m not ready to jump into a painting just yet (looking at you, Meta), but my daughter is rocking Gucci in Roblox. She’s running around a virtual Niketown. And every month she’s been using my hard-earned dollars to buy virtual goods in make-believe land. Attention is the constant for marketers. If virtual worlds draw attention in droves, we’ll be there. And those virtual goods will translate into real-world goods (and vice versa). Just not today, Gucci, please.”
We use the web for just about everything. From searching for nearby restaurants to connecting with friends and family through social networks to searching for products and services with ease. The evolution of the web has taken the world by storm and none of us could have anticipated how quickly it has transformed our daily lives.
Authenticity is key
We use the web for just about everything. From searching for nearby restaurants to connecting with friends and family through social networks to searching for products and services with ease. The evolution of the web has taken the world by storm and none of us could have anticipated how quickly it has transformed our daily lives.
Influencers will [still] be trusted voices
– Mainak Sarkar, EVP, Product & Technology at Tinuiti
“Web 3.0’s decentralized blockchain protocol will enable individuals to connect to an internet where they can own and be properly compensated for their time and data.”
– Nirish Parsad, Practice Lead for Future of the Web at Tinuiti
