More on digital mobile value net dynamics. It’s a bit different abroad than here in the US.
it comes with free data for Facebook if consumers use one of the wireless carriers that have agreed to that. Vaughan Smith, Facebook’s head of mobile partnerships, told the gathered press that five billion people still don’t use the internet. “How can we help those people get online faster so they can lead a richer life?” he asked. His answer: Facebook.
This is not the first time Facebook has lured users with the promise of free data. We’ve written in the past about Facebook Zero, a free text-only service for people on old, un-smart phones. But this is the first time the perk has been bundled into a smart device, one that’s iPhone-like and has a touchscreen. The developing world loves Facebook. Brazil and India are the social network’s largest markets after America. In the latter, it’s the most-visited website after Google. Nokia is betting people will buy its phones so they can get on Facebook even more easily (even if it is without faster 3G wireless).
We’ve been trying to make this model work for a very long time. Feels like we get closer and closer though.
Such a deal would mark a significant development in the wireless business, creating a new model for media and telecom companies to share the costs of bringing bandwidth-guzzling services to consumers. Another way media companies could compensate carriers is by sharing advertising revenue with them.
So, as it seems, Zynga is in holding pattern mode until its real-money gambling makes some progress, or the company makes some serious strides in mobile. Or, preferably, both.
That’s right, Twitter just threw their hat in the ring to sell mobile app installs:
By adding these new footer tags to your markup, you’ll be able to specify downloads for users who’ve not yet installed your app on their device. This will work across iPhone, iPad, and Android (Google Play).
For those of you playing along at home:
The first ad tech IPO of 2013 hit the NYSE today: Marin Software priced its 7.5 million shares at $14 each, raising $105 million at a valuation of $425 million. Trading under the symbol MRIN, the stock saw a small pop in its opening hour, rising by some 40% before going down again and currently trading under $18, a rise of some 20%-28% on the IPO price.
In March 2012, eBay conducted a controlled trial to see what would happen if they shut off this “branded keyword advertising” by halting their purchases of search ads containing the word “ebay” on Microsoft and Yahoo search engines, while continuing to purchase search ads on Google as a control. There was no change in eBay sales via Yahoo and Bing, relative to those that came through Google — consumers simply substituted clicks on the unpaid search listing for the now-absent paid ones.
Big publishers, as a whole, should win.
In my opinion, search (Google) would be the biggest winner. Then big publishers. Then companies with high quality email lists.
Now, she says, there is a real appetite to fix email in a way that reinforces the value of each piece of communication – by making the sender pay.
Wikipedia: Pigovian Tax
More Google marketing on the importance of multiscreen. Context is only one piece. Being able to track actual users among various devices is what makes multiscreen so important.
The multiscreen world creates opportunities for marketers by helping them reach people in the right context with the right message on any device. For example, a pizza restaurant wants to show one ad to someone searching for pizza at noon downtown on their smartphone click-to-call and restaurant locator, and a different ad to someone searching for pizza at 9pm on their laptop or tablet at home link to online order form or menu. Context-aware ads like this are more likely to get a positive response because they help people achieve something quickly and simply so they can get on with life.