Dynamically changing data and media-rich content creates a longer-lasting relationship between the user and the widget, as it is always providing something new of value and is not getting stale. This also enables the initial user to share relevant, compelling content with others in a timely and appealing way. Recent examples include new rich media campaigns that allow users to browse online videos, create a playlist of favorites and share the videos by posting the widget to a variety of social networking sites (e.g., Blogger, Facebook, iGoogle, MySpace).

Widget campaigns are also a fantastic fit for entertainment clients who might have high-profile content, such as movie trailers, which have some repeat value for viewing or for forwarding to friends. Naturally some of these may have a shorter lifetime on the user's profile, so it is best to provide a dynamic element to the widget, such as a countdown clock that displays how long the movie or trailer will be available.

The wonderful world of widgets features a wealth of opportunities for online advertisers, and today's top rich media providers like the company I work for, EyeWonder, are making the technology behind all of this easier than ever for advertisers to leverage. Additional verticals and brands are reaching outside of the box to try something new, and successes are continuing to manifest in ways that weren't originally envisioned. Successful widget-based ad campaigns engage, interact and reward the user, and technologies and tactics that continue to enable advertisers to meet or exceed expectations are sure to stay at the forefront of the online advertising world.