Top Trends from Ad:Tech SF 2010
If you didn’t get a chance to go to San Francisco, here are some of the Ad:Tech 2010 trendy topics that the W3i team picked up on:
Data Collection and Privacy Concerns:
- Data Collection – Nearly every speaker addressed the importance of data in targeting and optimizing. In The Changing Business Landscape M&A overview, Gus Tai made a strong point that the companies that connect with the audience and know them intimately will win. Quantcast’s Adam Gerber stated, “there are only two parts of the funnel that matter: the top (audience) and the bottom (conversion).” Also for social advertising to become more of a brand marketer’s focus, brands need to move from measuring impressions to measuring engagement.
- Interest Based Advertising Icon – With 2/3 of online consumers concerned about privacy, IAB is rolling out interest based advertising, a self-regulated program that allows consumers to click on the icon shown with an online display ad and see how the ad was targeted to them. This is in direct response to calls on the Internet ecosystem by the FTC to develop more robust and effective self-regulation of online behavioral-based advertising practices.
Mobile Marketing:
Advanced Mobile Marketing, Japanese-style:
- Due to 3G penetration and because most users pay for unlimited usage, Japan is a great testing ground for technical advancements in applications,
including augmented reality. - iButterfly, created by Mobile Art Lab, is an augmented reality application that makes collecting coupons fun. The app tasks its users with catching virtual butterflies, each representing one or more coupons.
- More social page views in Japan are mobile. Mixi, Gree, and Mobagetown are the three largest social media sites in Japan.
- Coca-Cola Japan is designing their vending machines so that thirsty customers can use an embedded payment chip found in their cell phones to pay for their purchases, also enabling point-of-sale coupons.
Group Buying
With the success of Groupon.com, other group buying services are popping up. Homerun.com is combining social, local, simple, and value into their group buying site. The site encourages you to interface with Facebook and includes a loyalty program that rewards user invites and offer uses to accumulate cash-bonuses. They are also leverage a psychological tactic of the exclusivity of “Private Reserve,” a collection of exclusive high-end offers presented to most valued members.
The W3i team enjoyed meeting with so many partners and networking at Ad:Tech SF. Marketing with apps is thriving as engagement with the audience skyrockets. We’d love to talk more about how to make your application business successful.
Rob Weber, Vice President of Business Development and Co-Founder, W3i, LLC
Rob is an Internet marketing pioneer with over ten, profitable years evolving W3i in the consumer application industry.
Find Out More on How W3i Can Grow Your Consumer App Business
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