Editor's Note: This blog post originally appeared on the Optism blog, a home for engagement marketing. You can follow Optism on Twitter (@optismww) and sign up here for the latest news.
Hulu, the U.S. online video service announced a stream of changes to its offering a few days back. Our favorite was the ‘Ad Tailor’. As Hulu puts it, "The goal of Ad Tailor is to increase the relevance of ads for our viewers." It’s very simple. When a viewer watches a program on Hulu, during the ad break, the user is asked how relevant the ad was to them. This helps Hulu overtime to display more relevant ads to that viewer.
The advertising industry is so often caught up in clever technology that involves complex behavioral or contextual algorithms that they forget that ‘users’ are actually ‘humans’. What better way to find out what is relevant than to ask?
Editor's note: This provocative guest column from Andy Bovingdon, Bango VP Product Marketing, takes a hard look at the critical questions publishers, developers and advertisers need to ask themselves as they architect truly effective mobile strategies. Should the Apple iPad, just now coming to Europe, be considered a mobile device (and therefore take a central role in mobile strategy)? Or do other factors beyond technology play a deciding role?
In the run up to launch of the iconic iPad device it's no wonder that the topic has come up in several recent mobile marketing meetings with clients and colleagues alike. The emotional bond – even obsession – with this device is understandable. But the need for hard-nosed business realism (particularly if you are a publisher or marketer aiming to delight your particular customer base or target demographic) is much greater.
In brief: Steve Ives, Taptu CEO, recounts the key takeaways of the new report showing the growth of Mobile Touch Web sites outpaces the growth of apps in the Apple and Android app stores why commerce rocks on the Mobile Touch Web PLUS a look a the Virtual Roundtable and what mobile industry entrepreneurs, authorities and pundits think about the Mobile Touch Web and the potential impact on how we live, work and shop.
Taptu, the search and discovery engine that indexes touchscreen content, reports that the Mobile Touch Web – websites and destinations created specifically for access via touchscreen devices such as the Apple iPhone – has grown 35 percent since last quarter. Unlike other mobile Web content, this content stands out through finger-friendly layouts and light-weight pages that are faster to load over cellular networks. The report, which covers January 2010 thru April 2010, also shows Mobile Touch Web sites rose to 440,100 from 326,600 in January.
May 13, 2010
Tags: Android, app store, Apple, Curation, Fjord, Gartner Piper Jaffray, Google, iPhone, mobile analytics, Mobile Commerce, Mobile Internet, Mobile Marketing, Mobile Marketing, Mobile Search, Mobile Touch Web, podcast, Taptu, touchscreen, Virtual Roundtable, visual search, white paper
Posted in Content Discovery, Mobile Marketing, Mobile Research, Mobile Search, Podcasts, White Papers | 1 Comment »
In brief: Europe's first-ever Augmented Reality (AR) business conference is the perfect jumping-of point for a look at Dutch Augmented Reality (AR) company Layar, an interview with Maarten Lens-FitzGerald, Layar Co-founder & VP of Distribution and Marketing, and some updated company news & stats.
The overwhelming positive response to Europe's first-ever Augmented Reality Business Conference and Developer Camp (ARBCon) speaks volumes about the new direction and vast potential of AR. The event – which was organized by my esteemed colleague Dan Romescu, an AR pioneer, to bring together companies across the emerging business ecosystem including developers, VCs and researchers. It attracted over 155 participants and featured over 30 speakers/keynotes from 17 countries.
May 5, 2010
Tags: accelerometers, AR, augmented reality, GPS, Layar, Mobile Marketing, Netsize, Netsize Guide 2010
Posted in Briefing Rooms, Featured, Location-Based Services, Mobile Marketing, Mobile Social Media, Netsize | No Comments »
In brief: An exclusive interview with JumpTap CMO Paran Johar connects the dots in this week's announcement to support permission-based advertising with a new feature that lets consumers choose mobile display ads they will accept. PLUS a wider discussion of the value of
April 23, 2010
Tags: AdMob, Alcatel Lucent, Android, Apple, bango, behavioral targeting, Blyk, BuzzCity, display advertising, GigaOM Pro, gofresh, Google, iPhone, itsmy.com, JumpTap, Mobile Advertising U.K., mobile analytics, Mobile Internet, Mobile Marketing, Mobile Marketing, mobile messaging, Mobile Search, Mobile Social Networks, Out There Media, Paran Johar, targeting, white paper
Posted in Mobile Marketing, Mobile Research, Mobile Search, Mobile Social Media, Personalization | 1 Comment »
EDITOR'S NOTE: While many may have gone gaga over the iPad, this must-read article (via The New York Times) reminds us the real (and global) excitement is still about no-frills mobile phones and text messaging. In fact, I'm off to London tomorrow for a mobile advertising solution launch designed and commercialized to harness text and picture messaging in a two-way conversation between brands and people (aptly called Dialogue). Meantime, several sessions during the MMA Mobile Market Forum this week in Singapore also focus on the importance of messaging to deliver compelling mobile marketing. Connect the dots, mobile is becoming the universal technology (to borrow from the NYT piece). Eliza gives us a roundup of stats that drive this home. Good catch girl!
NOT JUST ADVERTISING: What do people want from mobile messaging services? According to research conducted by Dialogue Communications, people are warming up to the idea of receiving SMS-based appointment reminders. The website is thin on methodology (how many were asked what), but 67 percent of respondents said they would be happy to receive a wide range of reminders and alerts via their mobile phone. Source
April 12, 2010
Tags: Apple, Comverse, iPhone, Mobile Marketing, Mobile Marketing, Portio Research, SMS, text mesaging
Posted in Location-Based Services, Mobile Marketing, Personalization | No Comments »
