Instagram Deal Sharpens Facebook’s Mobile Focus
Aiming to remain a key hub for sharing photos, Facebook acquired mobile photo application Instagram for $1 billion in cash and stock. The transaction — Facebook’s largest to date — also underscores the company’s efforts to bolster its mobile offerings. Instagram will continue to operate as an independent business under the same name.
Facebook CEO Mark Zuckerberg said in a post that the acquisition would enhance the ability of Facebook users to upload and exchange photos among family and friends.
“We need to be mindful about keeping and building on Instagram’s strengths and features rather than just
trying to integrate everything into Facebook,” wrote Zuckerberg. “That’s why we’re committed to building and growing Instagram independently. “Millions of people around the world love the Instagram app and the brand associated with it, and our goal is to help spread this app and brand to even more people.” Launched in October 2010, the Instagram app now has more than 30 million registered users.
Read more: MediaPost
Year Later, What We’ve Learned About Private Ad Exchanges
If 2011 was the year of testing for publishers who operate so-called private ad exchanges, 2012 looks like it may be the year of putting lessons into action. Private exchanges began popping up in late 2010, with the goal of increasing the price of online-ad inventory that was going unsold by direct-sales teams.
To accomplish that, publishers license
real-time bidding technology from tech partners. It helps them orchestrate auctions for ad impressions and determine which buyers get access to inventory, as well as what inventory is made available at what prices. Though exchanges have perhaps
dozens of other characteristics, that’s where the standardization ends.
That’s because publishers who have taken the leap have charted vastly different paths, employing sometimes contradictory business rules, forcing advertisers and the trading desks and technologies through which they bid on audience segments to learn about each on the fly.
Take, for example, the thorny problem of whether to sell private-exchange inventory to advertisers already making more-expensive ad buys from the sales team. Some publishers fear that big-spending direct advertisers will spend less or stop spending
altogether on reserved inventory if they see how much cheaper the unreserved inventory is in the private marketplace.
Read more: AdAgeDigital
Retailigence Launches AdPOP™, First Mobile Ad Solution for National Retailers and Brands Powered by Local Store Inventory Coupled with DSP Capabilities
SAN FRANCISCO, April 3, 2012 /PRNewswire-iReach/ — Today, at the ad:tech industry event in San Francisco, Retailigence, a hyperlocal marketing platform that utilizes brick-and-mortar inventory data obtained directly from retailers, unveiled AdPOP™, its mobile advertising solution for national retailers and brands. Using DataXu’s industry leading digital marketing management (DMM) platform, DX3, AdPOP will deliver the first programmatic buying advertising solution that dynamically embeds local store inventory data into mobile display ad creative while targeting ads to nearby points of purchase (POP).
AdPOP from Retailigence enables brand and retail marketers to create dynamic mobile advertising campaigns that drive both brand awareness and local point of purchase activity. With data from Pew Research showing that more than half of adult cell phone owners reference their devices while shopping, AdPOP provides a powerful tool for brand and retail marketers to reach mobile shoppers as they zero in on a purchase. AdPOP’s automated features can be effectively used to add a local element to national campaigns for product launches, high demand/limited supply lines, or entire product catalogs; campaigns which are too granular to be constructed manually.
By leveraging DataXu’s #1 ranked demand-side platform capabilities,
AdPOP will give brand and retail marketers the power to improve the efficiencies of their offline consumer acquisition strategy via programmatic buying across mobile ad exchanges and premium inventory. Combining AdPOP’s hyperlocal retail targeting with the reach and efficiency
of DX3, marketers will be able to reach quality audiences at scale.
“Hyperlocal marketing platforms provide more effective ways to attract the customers advertisers want, more efficiently and with clearer ROI,” stated Julie Ginches, Vice President of Marketing at DataXu. “They’re able to reach a specific audience without casting a wide net and more effectively drive new and repeat customers.”
Behavioral Segmentation: How
to Make the Most of Your Data
From Hello Kitty Band-Aids to artist-licensed iPhone skins and Subaru’s First Car Story animation app, the consumer demand for customization continues to increase across all
industries. Advertisers in every industry are looking for ways to create unique user experiences that appeal to the different personalities of their customers.
In order to deliver a tailored experience to different shoppers, retailers must be able to segment their visitors effectively. Capturing data about how many people are visiting your site and how many pages they visit does nothing to inform you about the types of buying behaviors they exhibit and what factors actually play a role in their converting to paying customers.
This is where behavioral segmentation
becomes crucial in optimizing your marketing efforts. Real-time data about the purchasing triggers for different segments of shoppers is essential when marketing teams are working to increase purchase conversion rates and average order values.
This behavioral data is also extremely helpful for increasing engagement rates for your brand loyalty program and email/newsletter sign-up efforts. When you know what people are seeking in an experience with your brand, or if you can narrow down shopping patterns or ingrained behaviors within a particular segment of site visitors, then you are able to serve ads and offers that are specifically designed to direct each segment’s behavior with the best possible conversion rates.
Read more: ClickZ
Cross-Screen Video Campaign Solution Provider Mixpo Partners With FreeWheel to Power In-App Advertising for Online Publishers and Content Providers
SEATTLE, WA–(Marketwire – Mar 30,
2012) – With the aim of helping content owners to further scale monetization of their apps and second screen experiences, “smart” cross-screen video ad campaign enabler Mixpo announced today that
it has completed MRAID (Mobile Rich Media Ad Interface Definitions) certification with FreeWheel, the video technology company serving enterprise-class entertainment companies. The certification enables Mixpo to serve personalized, interactive video ads to the vast array of mobile apps supported by FreeWheel.
MRAID is the IAB Mobile Marketing Center of Excellence’s project to define a common API (Application Programming Interface) for mobile rich media ads
that will run in mobile apps.
The announcement comes in a timely manner for marketers and app developers. On March 12, e-Marketer announced that 65% of the marketers they surveyed plan to increase their mobile advertising spend in 2012. MRAID is helping to open up a vast new frontier of mobile inventory for advertisers, particularly now that 55 million Americans own tablets and another 101.3 million own smartphones, 40% of which use them while watching television.
“Mixpo enables content owners to run personalized, interactive video ads on any screen while delivering comprehensive, easy to consume cross-screen performance analytics and monitoring,” said Walter Harp, vice president of product management at Mixpo. “FreeWheel is a market leader in providing content owners what they need to manage the economics of their content across a multiplicity of devices.
Plugging into their platform enables Mixpo to deliver greater value to our shared customers — the content owners.”
5 reasons why the banner will outlive us all
The smug little banner
Pity the poor banner. Maligned by millions and attacked by the very people whose paychecks they (largely) make possible, the banner is perhaps the most criticized little workhorse in our culture.
But do banners let our harsh words affect their self esteem? No. Banners proudly hold their ground — shrinking for
no one. They know that other people’s opinions of them are none of their business. They know that, like the periplaneta americana, they will be here long after their detractors have returned to ashes and dust. Perhaps with little smirks on their faces as their last attackers return to the earth.
Why can the little banner rest easy knowing that it will get the last eight-second (max) laugh? Because no matter how much we poseurs pretend to despise them, they serve a critical purpose in the internet environment — and will continue to
do so for the foreseeable future.
Why can these quietly smug little messages
be so certain that their future is bright? Let’s take a look at five reasons.