Mar
31st

A Swimming Lesson in Online Advertising

Posted by Natalie on March 31, 2009 at 11:47 am

033009_floatingfootball.pngI know from first-hand experience that online advertising is complicated to anyone who is not familiar with it – and that’s putting it lightly. When I first started learning about online advertising, I felt as if I was entering a whole new world – one that talked a different talk, walked a different walk and danced a different dance. I felt as if I was slowly drowning in a fast-growing pool of terminology, knowledge and options that seemed entirely foreign to me. But after continuing to tread and thrash, I kept my head above water and slowly taught myself to float. Needless to say, I’m going to arm you with some information (and maybe a pair of floaties) that will, hopefully, keep you from plunging headfirst towards the bottom.

What is an ad network?
An ad network is a company that connects web sites that want to host advertisements with advertisers who want to run advertisements. In simpler terms, if you want to run an ad on lots of different websites, rather than having to contact all of those websites, make plans and get contracts signed, you can use an ad network. It’s sort of a one stop shop. They have all the contacts, etc. And by going through a network, you can save yourself a lot of time. Rather than having ten different contracts going with ten different websites, you can have one contract with an ad network and still get what you are looking for.

What are my different options for advertising on networks?
Your advertising options will vary with every network, and trust me, there are tons and tons of networks out there. It just depends which one you choose to advertise with. But the two main forms of advertising are either “run-of-network” advertising or “targeted advertising”.

Run-of-network advertising is, put simply, telling a network that you would like your ad to run across all the sites they have on their network. This is usually done to get the advertisement in front of as many people as possible. However, always be sure to ask for a full site list from each network and also about sites that contain questionable content. You probably don’t want your brand running on a site that may contain violent, inappropriate images and/or content. A lot of networks I’ve dealt with guarantee against this type of content, but always ask just to be sure!

Targeted advertising comes in many shapes and forms, and it involves placing an ad directly in front of the pairs of eyes you choose. So just what shapes and forms does targeted advertising come in? Many! Read on to find out.

Demographic Targeting: Specifically targeting your audience based on age, gender, household income, job title, etc. An example of this would be targeting a car seat advertisement to stay-at-home, first-time mothers in their late twenties. You would tell the network that this is your demographic, and using the data they have, the network would place the ad on sites that these mothers frequent.

Geo-Targeting: This type of advertising involves delivering an ad to a website’s user based on his/her location. For instance, if you own a clothing boutique in Chicago it would do you no good to place ads in front of users in Montana, or even a different country. Geo-targeting allows you to target users in specific countries, regions, states, cities, zip codes, etc. However, check with a network beforehand to see if they have the capability to geo-target. While some may offer it, some may not.

Behavioral Targeting: This is another technique advertisers can use to optimize their digital campaigns. Behavioral targeting uses information collected on an individual’s web-browsing behavior, like the pages they have visited or the searches they have made, to select which advertisements to display to that individual. This practice helps advertisers predict that users behavior, and therefore, place your ad specifically in front of eyes that are more likely to purchase your product or be influenced by your ad.

Retargeting: Maybe someone came to your website but didn’t make a purchase, or perhaps they clicked on one of your banner ads and were about to make a purchase, but got interrupted and closed out of it. Retargeting will automatically place an ad in front of those who have already shown some sort of interest in your brand or product, which decreases wasted impressions and improves ad efficiency.

Now that I’ve armed you with a few of the basics, you should be a few strokes ahead of the crowd. Just remember, always ask questions if you don’t understand something. A large majority of the ad networks that I have spoken with have been more than helpful in answering questions and explaining things in ways that I can understand them. And if you’re unsure about online advertising, try running a test campaign to see what kind of results of you get. And remember, online advertising is all about optimization – or best said by Oneupweb – relentless optimization.

Image: Floating Football by Celesteh

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Mar
30th

Mobile Apps Marketing Opportunities

Posted by Chip on March 30, 2009 at 1:45 pm

From time to time I attempt to cover some of the more interesting happenings in the mobile space. From cool new apps and the latest devices to mobile marketing opportunities, if it’s mobile and interesting, it’s fair game.

What’s struck my interest this month isn’t a flashy new device or the greatest app I’ve ever seen, but rather the sheer growth in this space and the companies that are attempting to cut through the clutter to get their brands integrated into this new user experience.

App Store Boom:
Despite the economic slowdown, which has caught up to almost all areas of business, app stores are booming. In fact a recent In-Stat report projects that app store usage will quadruple over the next 5 years, reaching a total of 100 million users by 2014.

This isn’t surprising as Apple’s app store now offers more than 25,000 apps and has seen over 800 million downloads since launching last year. And while the iPhone has certainly established Apple as a leader in this market, more and more mobile devices support applications, and several companies have either launched their own app stores or have plans to do so.

Google’s Android marketplace has been in operation since the release of the T-Mobile G1, and there are plans for app stores specific to BlackBerry devices, Windows Mobile, Palm webOS and the Nokia S40 and S60 phones very soon.

Mobile App Marketing:
The rapidly growing landscape of mobile apps has caused many companies to stand up and take notice of the marketing potential that this new medium holds.

Target’s Gift Globe
Take Target, who over this past holiday buying season released an app to help users find gift ideas for those hard to shop for people on their list – and of course help them buy said gifts through Target.com.

When a user shakes their iPhone, the screen clouds up with swirling snowflakes similar to a snow globe. When the snow settles, a gift idea is revealed. The user can then click on the gift to purchase it directly through Target.com, or shake again for a new idea.

Sit or Squat
Proctor and Gamble’s Charmin brand has sponsored Sit or Squat which aims at connecting people with nearby public restrooms along with user generated ratings, which let you know if the facility is suitable for sitting, squatting or even standing – all accessible through the iPhone or BlackBerry devices.

Spin the Coke
In an attempt to appeal to the youth market, something which they’ve successfully done for decades, Coke has released a “spin the Coke” app. Just as it sounds, this app allows you to play spin the (Coke) bottle on your iPhone. Young love, beware!

While you may not see the redeeming value of all these apps (and you won’t have to look very far to find many gripes about each of their shortcomings), all of these companies have recognized the growing popularity of mobile apps – making an effort to get their brands integrated into this growing landscape.

For that, I commend them.

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Mar
30th

Monday Funday

Posted by Anne on March 30, 2009 at 12:13 pm

It’s Monday morning. Settling in for my morning routine with that first sip of java still resonating in my mouth, I turn on my faithful Dell companion. With Outlook still booting, I stand ready to read any new messages that may have arrived in my Inbox overnight. Suddenly, I hear a firm knock at my door and a face appears. It’s a somewhat familiar face. My brain’s database begins its search, and it completes and finds the word: Harmony. She’s the newbie that started last week. Now I wouldn’t call myself a “morning” glory – more like a prickly cactus before its first drink of water. Or in my case, a hefty dose of caffeine. My head turns towards the voice; I have managed to open one eye to greet my visitor.

Audible sounds emit from her mouth, “Do you have a minute?” But before I am able to respond, she begins her quest.

“I was reviewing our Standard Operating Procedures and noticed that we don’t have a formal wellness program here. Well, I have a friend who does yoga who, I know, would be willing to come in for free and show us a few yoga postures to anyone who is interested. I could call her tonight and ask her if she’d instruct us during lunch period or afternoon break three to five times a week. Don’t you think it’s a great idea? And guess what? She lives right around the corner! Like I said, I can call her tonight, leave her a message and have her stop by tomorrow morning to talk to the rest of the employees in the company. I know there’ll be a lot of interest. Why don’t you send an email out to everyone by noon today?”

She stops only long enough to inhale, but doesn’t wait for my reply. I look like a deer in headlights waiting for the car to stop, but it doesn’t.

“And what about extending our summer hours to all year long? I’ve been talking to a few people and they love the idea, especially those of us who don’t have kids. That way, we can stay out late on Thursday night and not have to worry about getting to work on time Friday morning. And for those who do have kids, being able to be with your kid every Friday morning would be cool, don’t you think? Or in your case, grandkids! Oh, and one more thing. Do you think we could have a day where my friends could see where I work, like an open house?”

There is silence. Her eyes look around my office, on my desk, out the window and then at me, we exchange a look. She questions me. “Why are you looking at me like that, are you okay?” I am thinking, it must be 5:00 p.m. – I am exhausted.

033009_millennialcartoon.png

The millennials have arrived. They are children of the baby boomers, born between 1982 and 2000, who seek a workplace full of open communication, a fair exchange of ideas and full-blown collaboration. And they want to be heard in the workplace. Now, believe me, I don’t think that’s a bad thing. In fact, I understand the whys:

1. They are confident because they were raised by parents who believed in the importance of self-esteem. They stand ready to overcome obstacles and climb the seven summits. As children, the dinner table was the place where ideas were shared and fostered; they were praised for each insightful thought.

2. They are goal oriented. They are not as concerned with moving vertically as much as they are horizontally. They want to expand their skills, not necessarily their titles. Why? Because they watched their parents lose their jobs without a Plan B. They will make every effort to make sure that doesn’t happen to them. And that company loyalty stuff, it’s an oxymoron.

3. They are hopeful. They believe in the future and want to play an important role in shaping a company’s vision. They’ve heard of companies that have pinball machines, volleyball and badminton courts and those that pay your way through college.

4. They like being with their friends, people they click with. That’s why they become friends with their coworkers; they are one in the same.

With parents who have been nicknamed the “helicopter generation,” they hover over their millennial children guiding them as if they were toddlers taking their first few steps. And if allowed, these same parents would volunteer to be their child’s advocate to answer those tough questions during a job interview! From one who is part of the recruiting process, I received a phone call from a mother who demanded to know why her son was not hired for a job. The mother was devastated, the candidate was not.

It’s obvious that both the millennials and their parents are all about staying connected. With appendages as cell phones, millennials text message family and friends. I have heard that more millennials can live without the television, but not their computer. Their new verb is tweeting – it’s how they keep in touch with their tweeples. And don’t forget Google. It’s where they find answers to their questions. MySpace, Facebook and Twitter (just to name a few) expand their network around the world. It has simply united the generation, not just in the U.S. but globally.

As of May 2008, there were 850 networking sites that call themselves social networks. Predictions are that within a year, there will be as many as 250,000. This creates an overwhelming opportunity for marketers. They must discover creative ways in which to communicate with the members of these sites which not only include millennials, they include traditionalists, baby boomers and Generation Xs. And it will impact not only marketers, but the workplace. Companies will need to understand the members as well. We have to learn how to network and communicate effectively, finding out what makes each generation tick.

According to an article printed in Twin Cities Business in June 2006, the millennials are 76 million strong. They are the fastest-growing segment of the workforce with an increase from 14% to 21% over the past four years. That’s nearly 32 million workers in the United States, and all of the indicators predict that there are more to come.

I attended a lecture last month that focused on generational issues in the workplace with motivational speaker David Stillman. His hilarious presentation focused on how to bring different generations together to create a successful and unified business. Our company sponsored a table at the event and invited a few high school business students to join us. It was obvious that the students found it entertaining ,but at the same time, insightful. They had a personal connection – they are the millennials!

But for me, it was one of those “aha” moments which helped me not only understand the differences between each generation, but the whys. It all made perfect sense. Leaving this lecture, I was a different person than when I had arrived. But don’t take my word for it, read it for yourself. It will help you understand your co-workers, your family and yourself. And it’s only a click away.

Image: ClassesandCareers.com

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Mar
27th

Tutorial: Embedding Flash in Facebook Business Pages

Posted by Robert on March 27, 2009 at 1:55 pm

In a current project with Oneupweb, I was faced with the challenge of embedding our podcast player inside a business page on facebook. While this sounded like a simple task, finding the right solution has proven to be quite an obstacle.

There are many apps out there designed to embed flash to your profile, but you’ll likely find that the majority of them were not developed for use in business accounts. To add to that, facebook recently changed their business pages to make them function more like personal profiles. This is mostly a good thing; except that it resulted in “endless loop redirects” for the rest of the developer apps that are supposed to be working. Now when you try to install one, you end up with an error page and a broken app added to your profile.

So while we wait for the developing world to catch up, we’re stuck with apps developed by facebook. Luckily, with a bit of digging (and a lot of testing), the right app is out there. It’s called Static FBML (FaceBook Markup Language).

How to install it

  1. Log into your business account and click this link
  2. Click the [Add To Page] button
  3. Click the [Add Static FBML] button

If everything installed correctly, you should be redirected back to your wall.

How to use it

  1. Click the Edit Pages link, located below your profile picture
  2. Click the [pencil] icon next to Static FBML and select Application Settings
  3. Choose if you want it displayed as a Box, Tab or Both
  4. Click the [Okay] button
  5. 032709facebookapp.png

  6. Click the [pencil] icon next to Static FBML and select Edit
  7. Enter a title to be displayed above your box/tab
  8. Enter the embed code (located below)
  9. Click the [publish] button

The Embed Code

Although the app description says that you can use HTML, it is greatly restricted. Needless to say, the regular flash embed code will not fly here. The only other option is (you guessed it) FBML. It’s okay if you’re not a developer, this part is fairly easy.

Let’s first look at the basic code, and then I’ll walk you through it:

<fb:swf
     swfsrc=’http://www.myurl.com/myflash.swf’
     imgsrc=’http://www.myurl.com/myflash.jpg’
     width=’400′
     height=’300′ />

<fb:swf

This tag tells facebook that we’re using FBML; In this case, we want to use a swf object.

swfsrc=’http://www.myurl.com/myflash.swf’

Here we set the source url of our flash movie.

imgsrc=’http://www.myurl.com/myflash.jpg’

Here we set the pre-click image for our flash movie. Yes, I said pre-click. Facebook requires that a user activates flash before it can be displayed.

width=’400′
height=’300′ />

Here we set the width and height of our flash movie.

More Options

There are other options available that can be applied to your movie, such as swfbgcolor and flashvars. For a complete list and description of their uses, visit the Facebook Developers Wiki. There you can also see which flash variables facebook automatically passes for use inside your movies (such as the identification of the currently logged in user).

So there you have it! If you followed the above steps, you should now have a fully functional embedded flash movie. I hope you found this tutorial helpful, and that you’ll become our fan on facebook.

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Mar
26th

Monetizing Google Voice

Posted by Mike on March 26, 2009 at 4:59 pm

Unless you’ve been living under a rock for the past few weeks you have probably heard something about Google’s newest offering; Google Voice.

032609voice-logo.png

There was a lot of initial buzz in the press about how the new voice management service would revolutionize the way that people interact with their phones and the internet, but nobody has really discussed how it may eventually be used to generate revenue for Google – and what that might mean for its users.

Here I am going to give a few ideas how advertising may potentially be introduced in the future, and how it could change how and where marketers reach their audiences.

#1) Get them hooked and then charge a fee

It is possible, yet seemingly unlikely, that Google will offer Google Voice (GV) free-of-charge for a period of time to get people hooked on the service, and then switch to some sort of monthly subscription or per-use fee. This is something that they have done in the past with Google Checkout by offering to handle e-commerce transactions for web vendors without charge in order to boost adoption of the service – only to switch to a fee based structure similar to PayPal. The only way that this is happening is if they were to offer a separate service for businesses with extras, like an 800 number or the ability to add multiple users to one account so that each department of a company could have their own login to access their messages and contacts.

#2) Pre-roll Audio Ads

Although Google recently announced that they would no longer be offering audio advertising through radio stations, that doesn’t mean that they couldn’t be reborn in GV. A simple way that this could work would be to run audio ads each time that you call in to check your voicemail. This would be slightly annoying, but then again it wouldn’t be too bad, especially if the ads were relevant to your usage behavior (more on this later).

#3) Text and display ads

This is where things could get a bit more interesting for both users and advertisers due to the technologies used in GV and cellular phones. One of the coolest features of GV is the ability to have your voice mail messages transcribed into text that can later be viewed through the GV interface or emailed to an address you specify. Google already serves ads based on the content of your GMail messages so it wouldn’t be much trouble for them to do the same for your voice mails.

Now consider that most new cellular phones are GPS-enabled and are able to display both text and full color video, and you can see how combining these technologies could lead the next generation of local advertising. Imagine a friend leaves a message asking if you would like meet up for dinner and drinks, then shortly thereafter you receive a text message from a local restaurant with a coupon for 20% off their dinner menu. The possibilities here are endless. Most businesses would kill to have this type of ability to reach potential customers when and where they are most likely to make a purchase.

Time will tell if any of these ideas will be used to monetize Google Voice or if the brains in Mountain View will come up with something completely different. You can look back at the history of Google projects, and for a vast majority, they have eventually been utilized to deliver ads in one form or another.

What do you think will happen? Post your theories on how Google Voice could change the way you interact with potential customers.

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