Intelligent Performance Marketing

The Furture of Mobile As Told By the Giants

This week, our friends at TechCrunch.com hosted Disrupt in New York City, a conference dedicated to web innovators disrupting media and technology and the handful of executives successfully navigating these disruptions to talk about how to turn change into opportunity. At one roundtable, Facebook’s Chris Cox, Google’s Vic Gundotra, and Foursquare’s Dennis Crowley chat up a storm regarding the future of mobile, privacy controls, and the hit or miss nature of this new leaf in consumer technology.

“Your phone should be a personal assistant. That’s clearly where we’re going,” says Chris Cox of Facebook. ‘Ambient awareness’ was used multiple times to describe device relationships (rather, the necessity thereof) in our near future. But when quizzed on specifics for what phones of the future will look like and how consumer interaction will differ in the coming years of innovation, Cox had this to say:

“People overestimate what’s possible in a year, and underestimate [what's possible in ] 5 years. These devices are going to be magical in 5 years.”

Some even speculate that ‘mobile’ will be come a meaningless word soon because we are inherently always connected. “The real frontier is what’s local,” speculates one commentator, citing the popularity of groundbreaking platforms like FourSquare. “I think Foursquare has done some amazing work with check-ins, but it’s early,” says Gundotra when asked if there is a clear winner in the location game.

“I think we’re building great stuff — there is no winner,” pipes FourSquare’s Crowley. “Think of where we are now to where we were 2 years ago. We’ve made the space more interesting. We’ve pushed things in a different direction. It’s experimenting in the space.”

Speaking of experimentation, Gundotra was asked what he thought Google TV will do what for mobile apps and his answer reads a bit like an upsell, stating that “the most exciting thing about it is that the same Android apps you use will work on the TV. Like Pandora, play it on the TV.”

Facebook’s Chris Cox got a little heat regarding the ever changing privacy controls pleging the platform. He was happy to report, though, that this week, Facebook will be rolling out “drastically simplified” privacy controls in an attempt to remedy what Facebook CEO Zuckerman has publicly called “missed marks.” Facebooks next challenge? “It’s hard to know what to invest in — a better Android app or Facebook Zero.” Facebook Zero is their new, “fast, free, global and mobile” data service.

Promoted Tweets: And Now A Word From Your Sponsor

In an effort to “optimize value before profit,” co-founder Biz Stone has explained, Twitter has intentionally kept the traditional web advertising model at arm’s length. But yesterday the micro blog FINALLY announced its new ad platform: Promoted Tweets. As we await the release of additional details scheduled for later this week, we do know that user searches will trigger these ads to appear at the top of that users timeline as a traditional Tweet. Best Buy, Bravo, Red Bull, Sony Pictures, Starbucks, and Virgin America will be among the first to launch campaigns.

Interestingly, the lives of these Sponsored Tweets are reliant on user engagement in a whole new way. “If users don’t respond …by re-tweeting, favoriting, or replying… [the ads] will be pulled from the search results,” PC World reports, adding that “only one promoted tweet will be displayed per search results page.” This almost puts one in the mind of how Google rewards PPC and organic search results with PageRank and Quality Score based on relevancy and activity. Biz Stone insists that these Promoted Tweets should be useful to users, not burdensome and disruptive and some have noted that the limited screen real estate could make for very expensive ads.

Comparisons to Twitters new platform have been to that of radio ads: you’re “listening” to the conversations of your friends (and pundits you may follow) and BOOM! Virgin America chimes in with their two cents. Then more chatter from friends and pundits, seemingly uninterrupted. The difference here is that, unlike radio ads, Twitter ads are more present (read, persistent) and will contain links – way more effective than radio ads. It’s true that these ads will be easy to ignore but in considering Twitters unprecedented engagement and interactivity users will end up reading them because they are so ingrained in the experience. Promoted Tweets may even be confused with “regular” tweets as “not a single ‘ad’ in our Promoted Tweets platform isn’t already an organic part of Twitter,” says Stone. “This is distinct from both traditional search advertising and more recent social advertising.” Promoted Tweets will also appear organically in the timelines of those who already follow a particular brand. See below for our first look at a Promoted Tweet!

Top Takeaways from SES NY

Here are my top discoveries from SES NY ordered from “Hey! Good idea that’s interesting” to “Boom!  What was that?! That was my mind being blown!”

  • No two advertisers have the same attribution model. Use attribution to see what media mix gives the highest ROI for your product.
  • Don’t just measure a video’s success on CTR – do an engagement analysis.  How many people started the video?  How many people hit the :30 mark, 1 minute?  How many people rewound, fast forwarded, paused?
  • When it comes to link building it’s more important what others say about you than what you say about yourself.  This is true in real life too by the way :)
  • Successful link building comes from finding the authority on your keywords, seeing who links to them, and then getting those sites to link back to you.
  • CTR increased 94% if the user was exposed to social media before searching.
  • SEO results are moving closer and closer to the fold.  Search for ‘lamp table’ and expand all the product boxes, you’ll see what I mean.
  • YouTube is the #2 search engine.
  • 4% of internet users never search.  Don’t ask me what they’re doing.  I guess they have a URL directory in their brain which updates in real time.
  • And….a glimpse into a crystal ball……There’s an app for everything why would anyone open a browser?!