Acuity Mobile has created an EMAP (Embedded Mobile Advertising Platform) that can deliver relevant content to mobile users. The EMAP allows users to opt-in and control the content (advertising) they’ll see based on preferences, location and time. They have patented this EMAP; Spot Relevance.
Created in 2000, the software is exactly how we should be thinking about and delivering mobile content. As well, it is supported by any carrier or cell phone device. We have seen how other mobile content delivery networks, such as Amp’d, failed to cut it. Acuity, however, seems to have the right idea…It’s relevant to how a user will be searching and using for mobile content. Now, I would just like to see it?
Google started expanding its Google Maps program across Southern California, and anyone who got in the way of the camera lens became subjects in the online map views.
The additions in the Google Maps program include cities such as Los Angeles, San Diego and some Orange County cities, as well as Houston and Orlando. While some bloggers, teens and Internet technology enthusiasts were excited about the advancement in the tracking technology, some who were actually caught on camera became uneasy with the invasion of their privacy.
I myself was even caught leaving my office building at lunchtime one afternoon! What is your opinion on this detailed tracking? Should Google have the right to show people in such detail that you can identify exactly who they are, where they are and what they are doing?
Unless you’ve been locked in a cave for the past few years, you’ve probably noticed that Google continues to grow and expand in such verticals as video, TV and mobile. Currently, Google has made it clear that their mission is to capture as much of the mobile industry as possible.
The company announced that they would buy the 700 MHz wireless spectrum for $4.6 billion in the US FCC auction as long as these airwaves would remain open to any and all mobile devises. Now rumors are even stronger that the GPhone is not far from a reality. In an article in Money Times, Google is investing millions in cell phone research and development.
The online giant’s GPhone will includes a built in search engine, web browsers and, of course, commercial advertising to generate revenue. If anyone can enter this market and revolutionize the way we currently view mobile marketing, it’s going to be Google. And in the end, the consumers will benefit from Google’s ability to recognize what is important in the user experience.
Last week I wrote a post about the boom in behavioral targeting technology after AOL’s acquisition of Tacoda. With more and more online marketing firms utilizing this advanced technology, it is apparent that marketers are going to need to step up their knowledge about their audiences and how to reach them.
There are so many types, techniques and segments of behavioral targeting that it is important to identify exactly who your audiences are, segment them accordingly and target or re-target them with appropriate and timely messaging. An iMediaConnection article posted today by Geary Interactive’s President & CEO, Andreas Roell, gives marketers the tips, tools and tricks needed to run a successful behavioral targeting campaign. I think this article gives a great step-by-step tutorial of every aspect of a comprehensive online campaign that includes complete behavioral targeting methodology.
AOL has announced its plan to acquire Tacoda, one of the leading behavioral targeting firms that allows marketers to serve ads to online users based on their search behavior. This acquisition may not be as large in scale as Google’s acquisition of DoubleClick for over $3 billion, but it does reflect an emerging trend in the online advertising industry.
According to eMarketer, the behavioral targeting market is expected to increase to $3.8 billion by 2011, indicating the rapid growth of this necessary technology. More and more publishers are utilizing this form of targeting to reach their audiences in a direct and personal approach. As more and more publishers adopt this technology, marketers will request that they practice greater transparency with reporting to allow them to better gauge their users’ search behaviors in order to better serve targeted ads.
Other companies now under the Time-Warner/AOL umbrella include advertising.com, Tacoda, AOL and 3rd Screen Media, showing that AOL is trying to become a one-stop shop for interactive advertising.
Just a week before their blockbuster debut, the Simpsons have their first Mobile game, “Minutes to Meltdown.” The game was created by a team from Fox Mobile Entertainment, Gracie Films, EA Mobile and mobile entertainment company Jamba. Gamers will guide Homer through Springfield to stop a meltdown at the Springfield Nuclear Power Plant with appearances by Bart, Mr. Burns and other favorites.
The Simpsons team have created a solid mobile platform that includes ringtones, voicetones, wallpapers, screensavers and the Simpsons mobile game. All of these mobile phone products can be purchased through the Simpsons’ mobile site. For $9.99 a month, subscribers can purchase 6 different Simpson content products for their cell phones. For some reason, the mobile game is not supported through Verizon or Virgin Mobile.
All the right steps and elements have been added to leverage this brand internationally. “Woo-Hoo” We will see the successes of these promotional and marketing efforts after next weeks release of the Simpsons Movie on July 27.
PayPal has announced the addition of their mobile checkout service in the US, Canada and the UK. PayPal Mobile allows customers to click on a PayPal icon and purchase items through the mobile web. The service, “Click to Pay,” compliments a text based payment service introduced in April of 2006. Users can donate to charities, “Text to Buy,” or send money by phone through the PayPal short code 729725 - paypal.
Other companies providing mobile payment options include TextPayMe and Wells Fargo/VISA is testing a similar offering. Until websites are readily accessible through mobile browsers more focus should be put towards mobile content sites offering games, ring-tones, etc. And don’t forget to sign-up for the PayPal Mobile service ahead of time.
We’ve all been patiently waiting and tomorrow at 6pm (local time), the Apple iPhone is officially on the market. The Frenzy all started Monday in New York City with enthusiasts forming lines to be the first to receive their iPhone. AT&T, the exclusive carrier, and Apple retail stores plan to increase security and employee forces to deal with the crowds.
The iPhone has become one of the most hyped product releases ever it is bound to change the mobile industry. There is still uncertainty about the phones performance and cost; $499 for the 4G and $599 for the 5G models. Regardless, the phone remains the talk of the mobile world for now.
The latest buzz in mobile phones is all about the “iphone killers.” Most note worthy could be the LG Prada Phone. The LG Prada phone has a sleek touch screen design which includes a camera and plays music and videos. The phone is not a PDA or for email and online usage. The name “Prada” speaks for itself, this phone is all about the brand and image. Retail value should be around $600. At this time, the Verizon Wireless US release date on the LG Prada phone is unknown. A Verizon rep denies that the Prada phone is the answer to the iPhone and claims there will be several other phones for release late this summer.Other “iPhone killers” could include the Song Ericsson Walkman phones and a possible Google phone. Rumors have surfaced that Samsung and Google have paired to create the Google Switch phone. As we all patiently wait to see which phones out perform the other, the iPhone release has certainly pushed the US phone carriers to step-up and offer some better phones.The iPhone release date has been postponed from June 11th to now be around June 26th.
The growing trend of social networks in the online space has encouraged Facebook to re-vamp their network center. The social network is expanding its reach on the Internet, becoming more of an operating system where various applications including photos and classifieds will be available to its 24 million members.
While Facebook’s competitors are focusing their energy on taking advantage of being the hub of people’s social lives, Facebook is driving its power into useful technological applications. According to Fortune, this new Facebook will channel all the useful tools of photo-sharing, networking and marketplace websites into one central location, providing a comprehensive dashboard for its users. MediaPost even reported that two prominent newspapers are teaming up with Facebook to leverage people’s political views for the upcoming election.
I think this is a step in the right direction for social networks to move away from their negative connotation and to become a useful hub for marketers and consumers alike.
