SocialTimes.com

GlamApps Validates BuddyMedia’s Appvertisement Model Posted: 18 Nov 2008 04:13 PM PST Today, Glam media announced the launch of GlamApps a service for advertisers to generate interactive content that publishers can leverage to generate revenue. The service also leverages OpenSocial, expanding the service to one of the largest blog networks on the web. Rather than have publishers create their own interactive tools, advertisers are encouraged to build their own services which bloggers can embed and then the advertiser can display ads on. Not all applications generate income for publishers but this new service begins to shift “appvertisements” as something that once resided only on social networks to something that can be displayed anywhere on the web. We already saw the beginning of this with the Audi A4 iPhone application, which was one of the most downloaded free applications for weeks. On social networks, advertisers frequently paid for distribution in addition to the creation of their application. This is a similar model to television advertising in which agencies are paid for the production of ads and then the television company is paid for ad placement. The difference is that appvertisements are interactive. Rather than telling an advertiser that yes, 3 million people did watch your ad, agencies can now say 3 million people engaged with your ad. While the industry is still search for ways of measuring these new forms of engagement, it’s clear that no matter where advertisements are placed now, they are expected to be much more interactive. Whether it’s commenting on an ad which is promoted on YouTube, or users share the ad with their friends on Facebook, consumers are now engaged with their appvertisements. BuddyMedia has been touting the app as the ad for a long time now and this appears to be further validation of that position. The next companies to embrace this model? Widget platforms like Clearspring, would be my best guess. While we may not see the death of banner advertising anytime soon, my guess is that we will see an increasing trend toward appvertisements as the industry matures and standards for metrics of engagement are developed.

You are subscribed to email updates from The Social Times To stop receiving these emails, you may unsubscribe now.	Email delivery powered by Google
Inbox too full? Subscribe to the feed version of The Social Times in a feed reader.
If you prefer to unsubscribe via postal mail, write to: The Social Times, c/o Google, 20 W Kinzie, Chicago IL USA 60610