RSS FeedArchive for the ‘Social Media’ Category

Twitter Embraces App Install Ads

twitter app installTwitter, as rumored, is developing an ad product specifically designed for app installs.

On Thursday, Twitter acknowledged the existence of the mobile app promotion suite, the first product that connects Twitter with the mobile ad exchange it inherited when it acquired MoPub last September.

Advertisers shouldn’t try to jump on board quite yet, however: The app promotion suite is available to some US advertisers in private beta and will likely remain so for at least the next few months, though the company will consider adding more beta test partners. It's unclear how many there are now, and Twitter is proceeding methodically. By mid-year, it hopes to have enough information around how both Twitter users and advertisers react to the app install ads. (more…)

SnappyTV Releases Social Playback Of TV Clips, Fox Sports Hopes To Capitalize

snappytvOnline video, especially online video embedded in social networks, is essentially a free-for-all. There are few rules or best practices and brands and vendors are still figuring out what works best for consumers. SnappyTV is figuring its one-tap native video playback on Facebook and Twitter, a feature the video content platform is releasing Tuesday, will be one such innovation.

“[Facebook and Twitter is] where the audiences are when they talk about live events,” said CEO Mike Folgner. SnappyTV is a platform that allows clients, like Fox Sports, to quickly clip highlights from live events and slap them onto a social media platform in near real-time. This is designed to take advantage of the second screen phenomenon and drive engagement with the media company’s digital properties. Additionally, it potentially presents more online content to monetize with, say, pre-roll video ads.

“Out of the gate, we saw a performance increase in having real-time delivery, mostly because these conversations about sporting events happen in real-time,” said Josh Baird, senior manager, social media at Fox Sports, a SnappyTV customer. “For us to deliver a piece of content that would show up in somebody’s stream while they’re actually watching on air is a powerful way to make our [digital] accounts a destination for content.” (more…)

Is A Second Wave Of Social CRM Consolidation Upon Us?

SocialWaveCall 2011 and 2012 the first wave of social CRM, when companies like and Oracle snapped up social media analytics and marketing companies.

Little more than one year later, all signs point toward paid media becoming a part of the enterprise social stack with more M&A and partnerships likely to come.

Although CRM, in its truest form, is defined as a trifecta of customer service, marketing and sales, early social solutions that by heritage owned one piece of that puzzle are rapidly moving toward broader life-cycle management.

Oracle Social Cloud has opened up paid media partner APIs to social ads platforms Kenshoo, SHIFT and Nanigans following its social acquisitions of Vitrue, Collective Intellect and Involver. In addition, enterprise social media-management system Sprinklr acquired social data analytics company Dachis Group in February, and will soon release a paid social media product.

Last week, Lithium Technologies acquired social influence platform Klout. Originally sold as a customer service and social communities solution, Lithium has “had to create context for the marketer to create more competitive advantage,” CEO Rob Tarkoff told AdExchanger at a news conference in San Francisco announcing the deal.

He added, “We have very broad consumer reach now and capture signals and data from one half of a billion consumers. … This brings digital relationship [management] into the CRM world.”

And this week, Mass Relevance and Spredfast merged to “serve all social marketing needs for brands, media companies and agencies.”


Will Twitter Ignite The App Install Wars?

InstallathonMobile app install ads have proven to be lucrative for Facebook, and sources say Twitter is close to releasing its own version of such ads along with a new mobile app install partner program.

“Given the prevalence of Twitter app usage in mobile, which has an even higher percentage of mobile vs. desktop than Facebook, it’s no surprise to see Twitter move forward with mobile app install ads,” said Paul Steketee, head of paid social and emerging media at CRM agency Merkle.

As originally reported by Bloomberg, sources identified ecommerce and game industry marketers as viable users of a prospective Twitter mobile app install product.

App developers represent an attractive new ads opportunity for Twitter because of built-in demand. Such a product could help satisfy the classic need for more visibility and engagement in crowded mobile apps marketplaces. Additionally, advertisers could potentially buy more directly from Twitter, instead of going through a salesforce or intermediary.

Steketee recalls recently spotting an app install ad placement in his newsfeed and observed how the unit provides a direct link to download the app along with a media-forward preview image for the app.

“We’re excited to turn these ads on for our clients,” he added. “Many folks are using Twitter in short-but-frequent bursts on their mobile devices and won’t mind having an app download in the background while they are waiting in line or commuting while using Twitter.”


Little Known Fact: Facebook PMDs Must Disclose Arbitrage

facebook-arbMarking up cheap Facebook inventory has been a lucrative business for a range of companies in its Preferred Marketing Developer (PMD) ecosystem. And Facebook is fine with that practice, just so long as it's clear to advertisers just how big of a cut their partners are taking.

But do advertisers know, and do they care?

To support price transparency Facebook has, for about the last year, had a policy in place requiring third parties selling ads on its platform to disclose on request what they paid for that media.

Facebook lays out the policy in its Ads API guidelines this way:

"You must disclose to your clients the actual amount that you spent on Facebook advertising based on the auction pricing, including the actual Facebook metrics (e.g. CPC, CPM rate) and the amount you charged as fees. We reserve the right to disclose this information to your client upon their request. We may require documentation from you to ensure your compliance with this policy."


Updated: As Twitter’s Ad Costs Fall, Declining User Growth Becomes A Bigger Concern

twitter growthTwitter’s average cost per ad engagement decreased steadily over the past seven quarters, culminating in an 18% decrease in the quarter ended Dec. 21.

While ad revenue, by contrast, increased during those same quarters, this chiastic trend isn’t sustainable, as Twitter itself conceded in the 10-K it filed Thursday.

The company noted its ad revenue increases were driven by its Promoted Products designed to enhance ad performance. At the same time, decreases in cost per ad engagement were driven by more users engaging with ads and an increase in available inventory thanks to Twitter’s mobile expansion and push into international markets.

While Twitter acknowledged that cost per ad engagement will decrease “in the near term,” it cautioned that it needs to continue to see ad engagement increases or else ad revenue will decline. (more…)

Facebook To Buy Mobile Messaging Service WhatsApp For $16B


Facebook will acquire mobile messaging service WhatsApp in a deal worth $16 billion – $4 billion in cash and approximately $12 billion in Facebook shares.

Factoring in an additional $3 billion employee stock grant that will vest over four years, the deal value is more than 10% of Facebook's approximately $173 billion market cap, and makes the $1 billion Instagram acquisition look paltry by comparison.

This is not an ad play, both Facebook CEO Mark Zuckerberg and WhatsApp CEO Jan Koum made clear in a conference call with press and investors. "I don't personally think ads are the right way to monetize messaging services," Zuckerberg said.

Rather WhatsApp will continue to monetize through a subscription model that currently offers one year of free service, followed by a $0.99 annual charge.

But that's not to say the deal has no advertising implications.

With the buy Facebook gets a rapidly growing and highly engaged install base of more than 450 million monthly users around the world, 70% of whom are active on a given day. It has experienced strong growth in Europe, India and other Asia locales where Facebook has sometimes struggled to gain a foothold. What's more, WhatsApp is adding more than 1 million new users each day, and Facebook management expects its users to surpass 1 billion in time.


Sprinklr Acquires Dachis Group, Preps Paid Social Product

SprinklrArtEnterprise social media management company Sprinklr has acquired social data analytics and services firm Dachis Group for an undisclosed sum, the latest venture from Razorfish’s cofounder and former CEO Jeff Dachis.

As a combined entity, Sprinklr, founded in 2009, and Dachis Group will employ 300 with offices in New York, London, and Austin, and serve more than 400 brands. Although Dachis will assume a role as advisor for the company as a result of the acquisition, he will be pursuing other ventures, as well.

“We’re always [considering a] three-year roadmap and we noticed that a bunch of clients were using Dachis Group for brand analytics, content optimization and employee advocacy, and when Jeff and I connected, we realized our vision for the future was the same and the products were complementary, so it made sense to come together,” Ragy Thomas, CEO of Sprinklr, told AdExchanger.

Sprinklr, which recently raised a $17.5 million round in Series C funding in November, says it’s seeking to build the most comprehensive social relationship infrastructure for brands and enterprises.

Unsurprisingly, it’s up against a range of competitors, including Gigya, which is constructing a Connected Consumer Management Suite and recently grabbed $25 million worth of new funding, on up to the enterprise platform players like and Oracle, which have been actively snapping up social analytics startups to pad out marketing clouds in recent years.


LinkedIn Outlines Paid Product Trajectory, Content Push

LinkedInartProfessional social platform LinkedIn is cooking up a number of paid product extensions, at the base of which is its nearly 300 million-member-strong social graph and a quickly growing content operation.

At LinkedIn’s FinanceConnect in New York Thursday, an event that drew roughly 200 marketers, financial professionals, customers and partners to the Time Warner Center despite the wintry whiteout conditions, LinkedIn VP of Product David Thacker outlined 2014 goals for the company’s marketing solutions.

One of the top priorities, he said, is developing a retargeting tool to tap into LinkedIn’s “powerful” datasets. Additionally, based on insights derived from the platform’s algorithms and machine-learning capabilities, LinkedIn cited plans to enable lookalike modeling later this year to help advertisers extend their reach beyond current customers.

Thacker also mentioned a pilot program showcasing content trending across LinkedIn’s entire member base, and the testing of an attribution capability through which marketers can determine the extent to which their spend drives ROI.

The end goal for LinkedIn, Thacker said, is to streamline the overall user experience while also providing helpful ways to manage and promote content for marketers. Plans to develop lead-capturing capabilities “have the most potential to be disruptive, particularly for the mobile use case specifically,” Thacker said. “It’s hard to fill out a lead form on a mobile device.”


MomentFeed CEO: Why Google, Microsoft Are Looking To ‘Local’

BlattHeadshotLocation-based marketing technology company MomentFeed is betting big on the hyper-local search and marketing movement.

Founded in 2010, the Facebook Preferred Marketing Developer (PMD) company has raised $3 million in seed funding and recently closed a $6 million Series A round. According to its chairman and CEO Robert Blatt, MomentFeed is “the first company to tackle paid media advertising on Facebook local pages,” which he claims holds high pay-off potential for marketers.

Blatt spoke with AdExchanger.

AdExchanger: What does MomentFeed do?

ROBERT BLATT: We work with companies like JC Penney, 7-11, Home Depot and enable them to bring together all of their ‘localized’ information to form a digital identity around their physical store locations. Our application PinSync enables brands to bring together all of their photos, Facebook posts, and other social actions together that were taken at a local store. As a retailer, you want to make sure the representation of that data is accurate and supports the brand. If a consumer can’t find your store, it undercuts it. We enable brands to take content that was captured on an Instagram at a local store and match it to the local Facebook page, Twitter page, Yelp page and in effect, fill their ‘house’ with authentic, up-to-date content so when a consumer bumps into it, it drives awareness and accuracy.