Social Consumers and Advertising
Social games, brand and direct response advertising, real-time, fun in eCommerce, user retention; http://eicker.at/Consumer2011
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Gerrit Eicker
Medien vs. Google
Burda: Medien stellen die Aufmerksamkeit her. Wir schaffen den täglichen Gesprächsstoff, doch nicht Google; http://eicker.at/1g
Gerrit Eicker
Web Marketing
Liodice: 10 technological advances marketers can not live without; http://j.mp/bhX3rM
Gerrit Eicker
Land War in Online Display Advertising
Geffs: Get ready for the coming land war in online display ads; http://j.mp/cn8udr
Gerrit Eicker
Twitter: Promoted Tweets
Twitter is expected to launch promoted tweets: first in search results, later in user feeds; http://j.mp/bQ7bUk
Gerrit Eicker
TV Everywhere
AdAge: 8 things you should know about TV Everywhere; http://j.mp/1dLNye
Gerrit Eicker
Online Advertising and the Intent to Engage
Young: “We need to look beyond ‘intent to buy’ and toward ‘intent to engage’ with a brand message”; http://is.gd/IjX
AdAge: “Initially, Twitter’s version of keyword ads will appear only on searches conducted on its website; users will start seeing those Tuesday afternoon. A single ad will appear at the top of a search. That ad is itself a tweet, and users can ‘re-tweet’ the ad to pass it around, make the ad a favorite or reply to it. … Promoted tweets also have the potential to scale revenue quickly for the company, backed by $160 million in funding from a coterie of elite VC firms including Union Square Ventures, Institutional Ventures Partners, Benchmark Capital and Spark Capital. … Twitter is also not the first to try to build an ad model around Twitter search results. Search-ad pioneer Bill Gross unveiled TweetUp on Monday, which allows marketers to promote their own tweets by buying keywords. … During this roll-out, Twitter will study how resonance works and decide in the fourth quarter whether – or how – to take ads beyond search and into users’ Twitter feeds. ‘Is it great in search and horrible in the timeline? We are going to test and test and test,’ Mr. Costolo said.”
NYT: “Businesses have been eager to wade into conversations on social media, said Bernardo Huberman, senior fellow and director of the social computing lab at Hewlett-Packard’s research and development arm and co-author of a recent study that found that chatter on Twitter can forecast box-office revenue for movies. But he is not convinced that it can change people’s opinions. … At first, companies will pay per thousand people who see promoted posts. Once Twitter figures out how people interact with the posts, it will figure out alternate ways to charge advertisers. … Anyone who uses Google has grown accustomed to seeing ads alongside their search results, but Twitter users could resent seeing promoted posts in their personal content stream. – Twitter is aware of that risk. It is still figuring out how to determine which promoted posts should appear. It could be based on topics they are writing about, geographic location or shared interests of people they follow.”
VB: “It’s an idea observers of the company have suggested for quite a long time, although it’s still unclear whether those types of queries will monetize nearly as well as conventional search. Sensitive to keeping the user experience free of annoying marketing messages, Twitter will boot sponsored tweets if they’re aren’t receiving lots of replies, clicks or retweets. If this happens, advertisers won’t have to pay for the tweets. … Search ads and in-stream advertising should come as no surprise. After Twitter bought search engine Summize in 2008, search advertising was a fairly obvious approach to monetization. That said, the company has a bit of an unusual take on it. The search ads will appear at the top of results, not on the side like with Google results and Twitter is using a system they call ‘resonance’ to pull out ineffective advertising.”
RWW: “It’s not banner ads, it’s not sales of data to direct marketers, it’s not licensing access to Direct Messages to the CIA. Twitter is at its best when it keeps things simple, when it stays out of the way and acts like a dumb, if textured, pipe. Put a contextual ad up to keep the lights on, what do I care? – It’s entirely predictable, shouldn’t hurt too much and might even work. As Liz Gannes said so well in her headline at Gigaom tonight: ‘The Twitter Ad Model Revealed (What Were You Expecting, a Pony?)’“