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Medill School of Journalism: Digital journalism programs |
BTBuckets: Free personalization and on-site behavioral targeting tool |
Open Mobile Summit: Where Internet and wireless world-leaders meet |
Mashery: API management services |
Rovi: Entertainment Data Solutions |
SES London Conference & Expo: Search and social marketing conference |
Columbia University's Journalism and Computer Science Masters Program: A new dual-degree Masters of Science program |
Site24x7: Online website monitoring service |
Conduit: Customized components |
Alcatel-Lucent: Application developer platform |
WatchMouse: Monitor Website Performance and Functionality |
SendGrid: Cloud-based email delivery service |
PayPal X Innovate 2010 Developer Conference: Developer conference dedicated to payments |
Toopia: Our iPhone app developer
Medill School of Journalism
The Medill School of Journalism at Northwestern University offers programs that combine the enduring skills and values of journalism with new techniques and knowledge that are essential to thrive in a digital world. You might have a passion for creating finely crafted prose, or for telling stories using visual tools. Maybe you are invigorated by the possibilities of interactive publishing, or by videography for the small screen. Maybe you are an experienced professional looking to renew and retool your multimedia skills. You can find your niche in Medill's graduate journalism program.
Thank the Medill School of Journalism on Twitter for making ReadWriteWeb possible.
BTBuckets
BTBuckets is a free personalization and on-site behavioral targeting tool that allows websites to increase engagement and ultimately maximize conversion rate optimization (CRO) by clustering and targeting specific user groups. With a simple installation process (a
single tag implemented on your site's webpages just like Google Analytics), BTBuckets can update and adapt your website in real-time to create the best experience for that specific user segment without the need to change any HTML code on your website.
BTBuckets segmentation capabilities include behavioral, demographic, customer life-cycle, technographic and firmograhic. Install the BTBuckets browser extension to create segments from within the Google Analytics interface and target these users immediately.
Thank BTBuckets on Twitter for making ReadWriteWeb possible.
Open Mobile Summit
The Open Mobile Summit. San Francisco November 8-10: Where Internet and wireless world-leaders meet, to explore how to build and monetize the Internet anywhere. Featuring 100-plus speakers including:
- Dan Hesse, CEO, Sprint
- Dennis Crowley, CEO, Foursquare
- Tony Melone, CTO, Verizon Wireless
- Raymie Stata, CTO, Yahoo!
- Sanjiv Ahuja, CEO, LightSquared
- Jason McKenzie, President Americas, HTC
- Bob Bowman, CEO, MLB.com
- Alain Mutricy SVP, Motorola
- John Loughlin, GM, Hearst Magazines
Plus Android, Microsoft, Disney, Huff Post, NPR, Smule, Playdom, Zynga, Weather.com and many more.
"This is THE conference in mobile right now" - Brandon Lucas, VP and GM Mobile, Black Entertainment Television
Take part in the conversation shaping the future of mobile. Places are limited. Register now.
Thank Open Mobile Summit on Twitter for making ReadWriteWeb possible.
Mashery
Mashery is a platform for Web services, allowing companies to manage their APIs using Mashery's expertise. At the "Business of APIs" conference, Mashery CEO Oren Michels explained to the audience that while APIs are a technology, their use is a business decision. He went on to say that Mashery has helped customers such as WhitePages.com, Thumbplay, Compete.com, and Calais. Check out the white paper "Five steps to scaling your business development using Web services" to discover how you can use APIs for your business.
You can find out more about APIs and their business use at www.mashery.com.
Thank Mashery on Twitter for making ReadWriteWeb possible.
Rovi
Rovi's entertainment data solutions allow online stores, portals, social networking sites, service providers, and application developers to differentiate their offerings, drive usage, and increase sales. By becoming a Rovi Data subscriber you gain access to our descriptive metadata on music, movies, TV shows, books, and video games, which you can deploy across multiple platforms.
Thank Rovi on Twitter for making ReadWriteWeb possible.
SES London Conference & Expo
In the last 12 months, search has evolved in directions few would have predicted, as marketing has become a conversation over social networks, mobile applications, and local communities. With more forms of media to interact through than ever before, brands and agencies alike are being challenged to learn how to leverage all of these new tools and technologies. To better reflect these industry wide changes, SES Conference & Expo has retooled our programs to mirror the close relationship search now has with social media. Our educators have lined up a program tracking trends and strategies for interactive targeting, as well as, illustrating successes and pitfalls with selected case studies. Some of those topics include:
- Search optimization and social marketing for beginners
- Mobile marketing strategies
- Creating interactive conversations across all channels
- Diving deep into web analytics
- Video search optimization
ReadWriteWeb readers SAVE up to £1,034 when you use priority code: RWW20. Offer Expires 10 December 2010. Register at www.seslondon.com.
Thank SES London Conference & Expo on Twitter for making ReadWriteWeb possible.
Columbia University's Journalism and Computer Science Masters Program
Apply now to Columbia University's new dual-degree Master of Science program in Journalism and Computer Science. Students will receive highly specialized training in the digital environment, enabling them to develop technical and editorial skills in all aspects of computer-supported news gathering and digital media production. This program will offer the highest caliber of computer science and journalism training at Columbia University. The inaugural class will enroll in fall 2011 for a total of five semesters at the Journalism and Engineering schools, learning the fundamentals of reporting and writing while developing a working background in computer science and software design. Application deadline is January 15, 2011.
Thank Columbia Journalism School
on Twitter for making ReadWriteWeb possible.
Site24x7
Site24x7, an online website monitoring service which allows users to monitor their website, web application and online web transactions. Users can get instant alerts when their website goes down. Site24x7 allows monitoring from across 25+ global locations.
Site24x7 pricing starts from $1/Month/URL. Sign-up for a 15-day Free Trial!
Thank Site24x7 on Twitter for making ReadWriteWeb possible.
Conduit
Conduit enables Web publishers to distribute their offerings both directly and through its global network of 250,000 publishers and their 170 million users. The Conduit platform is a powerful marketing tool that allows you to offer the best of your site through apps or a Community Toolbar, sending desktop alerts to your users, and much more.
The Conduit platform opens a new world of content sharing. Your site visitors can add your content right to their browser by clicking on a branded 2go button that you place on your site. You can also share your content in the Conduit App Marketplace where all the publishers and users in the Conduit network can grab it.
The platform has been adopted by major brands such as Fox News, iWin, Major League Baseball, TechCrunch, and Travelocity, as well as thousands of small and medium organizations in 120 countries.
If you would like to Conduit your website, go to www.conduit.com.
Thank Conduit on Twitter for making ReadWriteWeb possible.
Alcatel-Lucent
Alcatel-Lucent, one of the largest innovation powerhouses in the communications industry, is turning the network into a powerful platform for developers.
With the launch of the Alcatel-Lucent Developer Platform, the company provides service providers and enterprises with tools that enable third-party developers to build, test, manage and distribute applications across networks, including television, broadband Internet and mobile. Alcatel-Lucent's introduction of a radical new business model combines network APIs with other third-party APIs, and opens revenue sharing opportunities to support developers in their pre-revenue wallets and provides an additional revenue channel for service providers.
The developer platform is part of a larger push by the company to combine the trusted capabilities of service providers with the speed and innovation of the Web.
Thank Alcatel-Lucent on Twitter for making ReadWriteWeb possible.
WatchMouse
WatchMouse monitors website performance and functionality 24x7 from over 50 locations worldwide. Monitors for your website, server or API can be set up in minutes and provide valuable insight into how your users experience your site. Features include Multi-step Transactions, Real Browser Monitoring (including Javascript front-end), and Public Status Pages as used by ReadWriteWeb, Twitter, WordPress, bit.ly and more.
Thank WatchMouse on Twitter for making ReadWriteWeb possible.
SendGrid
SendGrid is a cloud-based email delivery service that delivers email on behalf of other companies to increase deliverability. With SendGrid, you can rest assured that your email will reach your customers' inbox. Integration takes just minutes via SMTP or can be done through a simple REST API. SendGrid can take the hassle of sending email completely out of your hands, and allow you to focus on being awesome at your core business.
Thank SendGrid on Twitter for making ReadWriteWeb possible.
PayPal X Innovate 2010 Developer Conference
The only developer conference dedicated to payments, the PayPal X Innovate 2010 Developer Conference invites developers to explore new ways to integrate payments into web pages, applications, and products using PayPal's open, global APIs. Developers get the chance to code live with PayPal engineers; attend hands-on technical sessions; and network with 2000 peers. Register now.
Thank PayPal X Innovate 2010 Developer Conference on Twitter for making ReadWriteWeb possible.
Toopia
Nicolas Koenig is the developer who made our beautiful iPhone app a reality. He runs an iPhone development shop from the Netherlands called Toopia. Toopia also created the Thermometer iPhone app, which enables your iPhone or iPod touch to get the current temperature based on your location. The RWW app lets you read us on the go, follow us on Twitter, share stories on Facebook and Twitter, and browse at your leasure using Read it Later and Instapaper. Download the ReadWriteWeb iPhone application here.
Thank Toopia on Twitter for making ReadWriteWeb possible.
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Thanks to all our sponsors and our readers for your support!
If you haven't played Farmville yet, you have surely heard of it. With 70 million users spending 70 million hours a week, Farmville now competes with prime time television. In aggregate, 40 percent of the 700 billion minutes spent every month across the world on Facebook are spent on social games. Users are spending long stretches of time at one go in these games. For instance, an average session on the game Bejeweled Blitz lasts 43 minutes.
While games might be one of the largest time sinks on the Internet, they are not the only ones. Users of the Internet radio service Pandora spend more than an hour and a half per day on the service, and half its usage comes from mobile devices like the iPhone. Many other mobile apps have seen high user engagement, and an average session on an iPhone app lasts 9.6 minutes.
All of these point to a trend that Internet consumption is shifting to apps, instead of webpages. Unlike webpages, apps are optimized for a proprietary platform (think Apple's iOS, or Facebook's app platform). Wired famously, and perhaps very prematurely, hailed the emergence of apps by announcing that the Web is dead, and The Wall Street Journal recently talked about the appification of everything. While some of these pronouncements may be ahead of their time, there is no denying that apps are giving webpages and the World Wide Web a run for their money.
App user versus website visitor
This trend has significant implications for marketers, and in many ways they will have to treat apps and app users differently from visitors to websites. For instance, in a world where users are willing to significant amount on time with apps, and a world that doesn't involve loading multiple pages, traditional metrics like page views are no longer as important as earlier. Another departure from the world of webpages is that ad engagement on apps can often be very high. Greystripe, a rich media mobile ad network, found that users engage for an average of 22 seconds on their iPhone ads.
It's still early days for app-advertising, and advertising-revenue is still a small portion of app revenues. The amount of money mobile apps are projected to make from app-purchases far exceeds the projected $600 million in advertising revenue. On Facebook apps, primarily social games, traditional advertising is projected to be a small percentage of revenues (however, "indirect payments" for virtual currency, i.e., advertising in the form of offers linked to virtual currency, have been a more successful form of advertising on these games).
However, even in these early days, some advertisers and ad networks have achieved strong success with app-advertising. Based on their experiences, some insights are starting to emerge on how to market to app users:
Engage with the user within the app.
Don't make the users click out: Advertising on the Web is often focused on getting the user to click through to the advertiser's website as quickly as possible. However, in the world of apps, users are highly engaged with the app, and advertisements have to allow them to get back to their app without losing any context. When Apple launched its in-app ad network, iAD, earlier this year, it quickly gained market share to pull even with the leading ad networks on mobile devices despite some initial hiccups.
Clicking on ads opens up a full screen ad within the app instead of opening a session on a browser. Apple makes it easy for users to interact with very rich ads, and at the same time makes it easy for them to return to the app. On the Facebook Platform, Rockyou recently rolled out an ad format called the Deal of the Day. The Deal of Day blends an ad or an offer inside the game experience. Users can view brand advertising in the form of videos without leaving the game and earn virtual currency for doing that.
For advertisers, the key is to understand how to derive value from these in-app advertisements. Brand advertisers are well positioned to take advantage of these placements, but direct marketers will have to innovate in order to leverage these opportunities.
Become a part of the app's experience.
Better still, enhance the experience. Since app users have a very high engagement with the app, they are more likely to listen to a marketer's message if the message is part of their experience with the app. A great example of this is Starbucks' campaign on Pandora that creates custom playlists for users based on their beverage tastes. Another example is that of Mytown, a location based app from Booyah, that partnered with H&M to offer location-sensitive virtual goods. The Rockyou Deal of the Day we mentioned earlier adds to users' experience with games by rewarding users with virtual game points.
Build a presence on the app platform.
Many of the best ways to advertise on apps are around acquiring users for the advertiser's own presence on the same platform. Juicy Fruit created a humorous iPhone app to drive brand awareness and engagement, and drove "awareness of the app through targeted advertising that includes text, banner and rich media." This is a great way to advertise in-app to drive users to your own app or other presence on the platform. Platforms are beginning to understand this as well. For instance, Twitter, having experimented with an advertising format called Earlybird that drove traffic to other websites, has now started focusing on "promoted tweets," a way for advertisers to promote their own presence on Twitter. In this case, advertisers don't need to build a Twitter app, but they can build their presence on the Twitter platform by actively tweeting.
The world of app-vertising is fertile ground for creative marketers. Advertisers who break the old rules and optimize for the app experience will be able to connect with a highly engaged audience.
Vijay Chittoor is a co-founder of Mertado Social Deals. He was previously director of product management at Kosmix. A former McKinsey consultant, Chittoor is a graduate of Harvard Business School and the Indian Institute of Technology, Bombay. He shares his thoughts on technology at his blog.
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