Comme Facebook et Twitter dans leur temps, c’est désormais le moment pour Foursquare de développer ses sources de revenus. La jeune pousse vient de s’associer à Turn pour commercialiser les donnée de géolocalisation de ses utilisateurs afin d’être en mesure de les recibler sur d’autres sites web selon nos confrères de Adage. L’information est assez sensible pour que ni Turn, ni Foursquare n’ont souhaiter commenter cette information. Le partenariat devrait permettre aux annonceurs qui utilisent le DMP et le DSP de Turn d’être en mesure d’identifier certains utilisateurs de Foursquare. Lorsque les annonceurs auront bien spécifié leur audience cible, il sera alors possible de leur diffuser des publicité vidéo ou des bannières sur n’importe quel type de terminal, qu’il s’agisse du desktop, des smartphones ou des tablettes. Turn étant relié à l’ad exchange de Facebook, il sera aussi possible de recibler un utilisateurs de Foursquare sur Facebook. En matière de données, Foursquare permet aux annonceur de cibler leur publicité en fonction des lieux et boutiques qu’ils ont visités. Cela veut dire que les consommateurs sont déjà interessé par la marque ou le type de produits qui y sont proposés. Plus de 3.5 millards de check-ins ont déjà été enregistrés par Foursquare dans le monde. Plus de 40 000 développeurs utilisent l’API de géolocalisation de Foursquare dont par exemple les services comme Evernote, Instagram et Uber (réservation de taxis). Travailler avec Turn permet à Foursquare de bénéficier d’un réseaux important : plus de 16 SSP sont connecté pour le display, 4 pour le mobile et 6 pour la vidéo. Quel prix pour la data ? Reste maintenant à savoir à quel prix sera commercialisé la donnée de Foursquare. Le prix de marché outre atlantique est compris entre 0.50$ et 1.50$ du CPM. Selon l’entreprise Onavo Insights l’application de Foursquare est présente dans moins d’un iPhone sur cinq aux Etats-Unis.
See more at: http://www.ad-exchange.fr/foursquare-mise-sur-turn-pour-commercialiser-les-donnees-geolocalisees-des-check-ins-5697/#sthash.2tWjspEK.dpuf
La Mairie de Paris et JCDecaux célèbrent le 6e anniversaire de Vélib’ par l’organisation d’une opération inédite dans les rues parisiennes. Quinze stations Vélib’, parmi les plus fréquentées de la capitale, prennent les noms de leurs usagers les plus réguliers.
Vélib’ souhaite remercier sa communauté de « Foursquare ». Depuis deux ans, Vélib’ est présent sur ce réseau social qui permet à ses usagers de se géolocaliser, de recommander l’une des 1 700 stations et de partager ainsi la découverte de nouveaux lieux à Vélib’. Les usagers accumulent des « badges » sur Foursquare et deviennent « mayors » des endroits, en l’occurrence des stations Vélib’, qu’ils ont le plus recommandés auprès de la communauté. Quinze « mayors » découvriront leur station baptisée à leur nom pendant 24h. Vélib’ leur offrira exceptionnellement le prolongement d’un an de leur abonnement. Photos et vidéos de l’opération seront postées sur les pages Facebook et Twitter de Vélib’ avec le hashtag #6ansVelib.
Après six années d’existence, Vélib’ continue de s’imposer comme un moyen de transport à part entière, symbole d’un art de vivre à la Parisienne. Plus de 250 000 Franciliens sont actuellement abonnés à l’année. Des pics d’utilisation à plus de 140 000 trajets par jour sont régulièrement enregistrés. Le blog Vélib’ & Moi, magazine en ligne de la communauté bat, lui aussi, des records historiques avec une hausse de fréquentation de plus de 60 % par rapport à 2012. Fort de ce succès, un guide « Paris à Vélib’ » est disponible dans toute la France aux Editions du Chêne.
Pour en savoir plus : http://www.affiches-parisiennes.com/15-stations-velib-habillees-aux-noms-d-accrocs-2482.html#ixzz2Z7T01dpR
Pour suivre Les Affiches Parisiennes : @Annonce_Legales sur Twitter | AffichesParisiennes sur Facebook
Ads on smartphones are so small that an irritating problem has emerged: “fat finger” syndrome. The ailment is caused by accidentally clicking on a banner ad as your finger scrolls through a mobile website or app.
Google, a big seller of mobile ads, has come up with a makeshift cure: If your finger merely slides on the outer border of an ad, the search giant will prompt you to verify whether you meant to click on it.
The blip says a lot about the state of mobile advertising. Advertisers are spending more money on mobile marketing, but the tracking and measurement tools are still immature. Smaller screens also are challenging marketers to come up with creative and innovative ways to reach consumers without annoying them with tiny banner ads.
So far, the powerful promise of mobile, offering the opportunity to pop relevant deals onscreen at the moment consumers are in the time and place to spend, has gone largely unrealized. Technology companies like Google Inc., marketers and advertising firms have tested advances such as geolocation, but adoption has been limited.
“Mobile advertising is in a really weird place right now,” said Melissa Parrish, a senior analyst at Forrester Research, the technology research firm. “Is it online paid advertising made little? That’s the way it’s largely been approached. But in 2013, I hope (advertisers) start to move beyond that thinking. Mobile is special.”
The highest concentration of smartphone users is the 25 to 34 age group, one of the most coveted demographics for advertisers. Overall, 45 percent of American adults have a smartphone, according to the Pew Research Center.
The rapid penetration of smartphones — Apple introduced the iPhone just five years ago — has created a new medium that marketers have scrambled to learn. One research firm estimates that in 2012 mobile ad spending will nearly triple what was spent last year, topping $4 billion. Despite the explosive growth, businesses are devoting a relatively small piece of their total advertising dollars to mobile ads — 2.4 percent this year, according to eMarketer, which tracks display, search and messaged-based ads.
But eMarketer predicts mobile will grow 77 percent next year and reach an 11 percent share of total U.S. ad spending by 2016, overtaking radio and newspapers and making up more than one-third of all digital advertising.
“Mobile has seemingly always been in test mode,” said Kurt Unkel, president of the VivaKi Nerve Center, a research and development arm within the Publicis Groupe, a French advertising firm. “But there does seem to be momentum based on volume and key companies focused on mobile.”
Those companies include the tech giants familiar to everyone: Google and Facebook. A lot of the growth this year in mobile advertising has been fueled by Facebook, which reported $152 million in mobile ad revenues in the third quarter after starting from scratch this year. It generated 14 percent of its total advertising revenue from mobile.
Facebook is just beginning to tap the potential in mobile. The social network says 60 percent of its active users log in on phones.
Growth in mobile ads
Google, parent of Motorola Mobility, is the largest player in mobile ads because of its dominance in the $2 billion mobile search market. The company says it’s on track to generate $8 billion a year from mobile ads and apps and media sold through its Google Play store.
A big challenge for publishers and other ad sellers is that advertisers pay less for ads on mobile devices than for online ads on desktops. There are several reasons. There is more supply of mobile ad space than there are buyers. And it is harder to track whether people make a purchase after they see a mobile ad.
But smartphones offer marketers something that desktops don’t: the ability to target users on the go. Advertisers are trying to figure out what consumers want when they are on the train, walking down the street or sitting in a coffee shop — and squeeze it into a small screen.
Deerfield-based Walgreen Co. has used mobile ads to encourage consumers to download its smartphone application for refilling prescriptions and editing and ordering photos. The drugstore chain also is targeting special offers to its mobile customers. On Black Friday, for example, Walgreen plugged in a digital “scratch off” game into its mobile app that provided discounts for Starbucks coffee products.
The goals of the app are to increase customer engagement and drive consumers into stores, said Tim McCauley, senior director of mobile commerce at Walgreen.
The app, while it brings a lot of utility to Walgreen customers, also serves as an ad for the retailer, said Unkel of VivaKi.
“Apps are becoming the brand experience for consumers,” Unkel said. “To me, that’s the most compelling thing in mobile as it relates to advertising.”
Also gaining traction in mobile advertising are targeting consumers by location to take advantage of GPS features on mobile devices. Foursquare, a mobile check-in app, has begun selling ads to merchants to provide loyal customers with coupons or updates about new products. The next big thing in location-based ads is matching place with consumer behavior so people receive relevant coupons or daily deals.
“Mobile is presenting new marketing opportunities that never existed before,” said Greg Stuart, chief executive of the Mobile Marketing Association. “Consumers have changed, and marketers have to catch up.”
- Foursquare snags a Yahoo exec to serve as VP of sales (venturebeat.com)
- Yahoo Senior Director Jumps Ship For Foursquare, Joins As VP Of Sales (businessinsider.com)
- Everything You Need to Know About Foursquare’s New Merchant Tools (mashable.com)
- SoLoMo: a Crossroads of Opportunity (greatfinds.icrossing.com)
- SoLoMo Thursday – Google SEO & Adwords Have Adapted to SoLoMo, Haven’t You? (sgentrepreneurs.com)
August 2, 2012 by
- Turf Geography Club: if Wes Anderson made a mobile game (theverge.com)
- Kickstarter project Turf Geography Club launches its “Foursquare + Monopoly” app (thenextweb.com)
- Turf Geography Club Launches with $600K from RRE, Vaizra, Lerer (pandodaily.com)
- Four Reasons You Should Be Using Foursquare (emberseminars.com)
Frito-Lay is developing a new potato chip flavor, which, in the old days, would have involved a series of focus groups, research and trend analysis.
Peter DaSilva for The New York Times
Now, it uses Facebook.
Visitors to the new Lay’s Facebook app are asked to suggest new flavors and click an “I’d Eat That” button to register their preferences. So far, the results show that a beer-battered onion-ring flavor is popular in California and Ohio, while a churros flavor is a hit in New York.
“It’s a new way of getting consumer research,” said Ann Mukherjee, chief marketing officer of Frito-Lay North America. “We’re going to get a ton of new ideas.”
While consumers may think of social media sites like Facebook, Twitter and Foursquare as places to post musings and interact with friends, companies like Wal-Mart and Samuel Adams are turning them into extensions of market research departments. And companies are just beginning to figure out how to use the enormous amount of information available.
When Wal-Mart wanted to know whether to stock lollipop-shaped cake makers in its stores, it studied Twitter chatter. Estée Lauder’s MAC Cosmetics brand asked social media users to vote on which discontinued shades to bring back. The stuffed-animal brand Squishable solicited Facebook feedback before settling on the final version of a new toy. And Samuel Adams asked users to vote on yeast, hops, color and other qualities to create a crowdsourced beer, an American red ale called B’Austin Ale that got rave reviews.
“It tells us exactly what customers are interested in,” said Elizabeth Francis, chief marketing officer of the Gilt Groupe. Gilt asks customers to vote on which products to include in a sale, and sets up Facebook chats between engineers and customers to help refine products. “It’s amazing that we can get that kind of real feedback, as opposed to speculating,” Ms. Francis said.
Wal-Mart acquired the social media company Kosmix last year for an estimated $300 million, chiefly because of Kosmix’s ability to extract trends from social media conversations.
The unit, now called @WalmartLabs, looks at Twitter posts, public Facebook posts and search terms on Walmart.com, among other cues, to help Wal-Mart refine what it sells. Its technology can identify the context of words, distinguishing “Salt,” the Angelina Jolie movie, from salt, the seasoning, for example. It sets baselines for what a normal level of buzz around, say, electronics or toys is, so it can measure when interest is getting high. It also analyzes sentiment, because if people overwhelmingly dislike a new video game, ordering pallets of the game is not a great bet.
“There’s mountains and mountains of data being created in social media,” said Ravi Raj, vice president for products for @WalmartLabs, adding that the company used the data to decide what merchandise to carry where.
In one of its first analyses, performed last summer, @WalmartLabs found that cake pops — small bites of cake on lollipop sticks — were becoming popular. “Starbucks had just started getting them in their cafes, and people were talking a lot about it,” Mr. Raj said.
His team alerted merchants at Wal-Mart headquarters. The merchants had also heard about the product, and decided to carry cake-pop makers in Walmart stores. They were popular enough that the company plans to bring them back this holiday season.
More recently, @WalmartLabs found that enthusiasm for “The Avengers” and “The Dark Knight Rises” was surging before the movies were released, and suggested that stores increase their orders of related merchandise. And after Walmart started carrying a spicy chip called Takis, @WalmartLabs found that most of the positive chatter about it was coming from California and the Southwest.
The merchants, judging that they could sell additional products in those states, commissioned a similar spicy chip from Walmart’s private-label brand and hurried to introduce another, called Dinamita, from Doritos. Walmart began selling both lines in California and the Southwest earlier this year, and is now adding them to other stores.
For Frito-Lay, seeking product ideas on Facebook, via the Lay’s Do Us a Flavor app, has a few advantages.
Once the company sees what is popular and where, it can tailor its products to specific areas of the country. While Frito-Lay will produce three of the flavors from its contest and give a $1 million prize to the creator of one of those flavors, Ms. Mukherjee said the company would also study other suggestions. “This is a real competitive edge for us,” she said.
Frito-Lay has already run the contest overseas, resulting in chip flavors like hot and spicy crab in Thailand and pickled cucumber in Serbia.
The social media approach also attracts younger customers. People who sign up for focus groups or consumer panels are generally not young fad followers, but Facebook users often are, so adding social media to the mix lets Frito-Lay get a wide range of consumer feedback.
Kohl’s, which started asking its Facebook fans in July to pick products for inclusion in sales, said those fans were more heavily represented than its overall customer base in the 18-to-24 demographic.
Marketers are trying to find a balance between privacy concerns and the rich data available online. Mr. Raj said Wal-Mart analyzed only Facebook posts that users made public. On the other hand, apps like Frito-Lay’s require access to a user’s location, gender, birthday, photos, list of friends and status updates; the products for which he or she has clicked “like”; and more.
For the most part, when someone uses a brand’s Facebook app, the brand can obtain a range of personal information, said Mark LaRow, senior vice president for products at the software company MicroStrategy. MicroStrategy has built its own app, Wisdom Network, that can gain access to about 13 million private Facebook profiles once a user gives it permission.
The app gathers information about users and their friends. Marketers might use the data to see what current or potential customers do and like, or what rich customers prefer versus poorer ones. (MicroStrategy cross-references app users’ job titles and locations, part of the standard information Facebook asks for, to estimate their likely salaries.)
For instance, Mr. LaRow said that if the soccer team FC Barcelona, a MicroStrategy client, saw that a large number of its fans liked the actor Vin Diesel, it might pursue new partnerships.
Not everyone is a believer in data alone. “Data can’t tell you where the world is headed,” said Lara Lee, chief innovation and operating officer at the design consultancy Continuum, which helped design the Swiffer and the One Laptop per Child project.
But companies using data from social media said the ability to see what consumers do, want and are talking about on such a big scale, without consumers necessarily knowing the companies are listening in, was unprecedented. “This is like the biggest focus group someone could ever imagine,” Mr. LaRow said.
- Foursquare Launches Promoted Updates, Its Newest Effort To Generate Revenue (businessinsider.com)
- Advertising: Foursquare to Test Paid Ads – Advertising (nytimes.com)
- Foursquare Rolls Out First Ads (mashable.com)
- Foursquare introduces Ad-words style “Promoted Updates”, as ‘Explore’ feature usage doubles (thenextweb.com)