Widget evolution

Small content boxes on web pages have evolved over time with the help of technologies such as AJAX, Flash and FLEX. Widgets that allow users to snack on information with links to expand to more information or content within the widget or link to an additional web page. These widgets are now evolving into rich internet applications. Self contained windows of information.

Having small interactive applications on a page that have a small footprint but can give expanded information and content is what is expected as an evolution of the web. Allowing users to receive information they want without the need for a page refresh and interrupted experience. This is a concept still in evolution especially in the media company space. A majority of Media companies still look to page views for banner impressions. A change in the design and delivery of advertising within information sections of a RIA will resolve this.

Though Neilson is now emphasizing the length of time on a page as a metric for success it is still not widely accepted. Rich internet applications fit the Neilson metric perfectly and can revolutionize the user experience. Though mostly relegated to small widgets on pages RIAs are beginning to expand to full page tools that users spend larger amounts of time navigating. Because of this the classic definition of page views are being forced to change.

Page views are usually recorded when a web page is rendered but what if a person can explore the content usually found on 6 pages of a web site with a single interactive page. Should the interactive content be tagged to reflect the content being navigated and should the same navigation trigger ad banners on the page to change as well. In my eyes it is where the web has to go. Increasing the interaction with content in an efficiently delivered format while enabling an increase of ad impressions. The length of time on pages will increase as well which shows the content is viable to the community it is serving … thus increasing repeat visits.

To read more about Nielson’s new metric read “Nielsen Introduces New Primary Metric to Reflect Changes in Industry” found on www.searchviews.com.

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