In today’s Signal: Twitter and Nielsen go all the way; How Google helped make the iPhone the best mobile phone around; the most damaged big brand of the year; is Pinterest really all that?; the tracking debate continues; mining advertising revenue from social media; and more.
To the links …
The Nielsen Twitter TV Rating just made Twitter the first purely social ranking of US TV program popularity (TNW) Take that, Facebook, Google, et al.
Why Google Just Made iPhone King: Ads (Wired) By releasing new versions of Google Maps and Gmail for iOS this month, Google helped make the iPhone the best mobile phone on the planet. Why? Advertising. “Understanding Google’s strategy is especially important now that a wide range of companies, including not only Apple and Google but also Facebook and Twitter, are carefully calibrating how they ship and host software,” posits Wired’s Ryan Tate.
The Most Damaged Big Brand of The Year Is… (Ad Age) When it comes to the poor performance of big brands this year, Simon Dumenco makes a case that Apple has picked up where Microsoft left off. The less-than-stellar performance of Apple Maps and Siri has tarnished the company’s reputation for software-engineering brilliance. Want proof? Just take a look at Apple stock.
Much Ado About Pinterest (byjohnbrandon.com) John Brandon, contributing editor at Inc. Magazine, takes on the world’s obsession with Pinterest, asking, “What causes rampant fascination with one thing and not another? Is there something mystical about thumbnail-sized pottery photos? … Where is the depth? Where is something I can add to my formation as a human being and lock into my psyche for long-term benefit?”
Microsoft Rankles Advertisers With Web User-Privacy Plan (Bloomberg) Microsoft’s decision to make it harder to track users’ online behavior is earning applause from privacy groups but drawing fire from the advertisers its money-losing Web unit needs most. The company’s Do Not Track feature has been at the center of privacy debates over browsing data and how websites and marketers use it to make money. Microsoft’s General Counsel Brad Smith says that engaging in talks with advertisers and standards bodies to assuage some concerns is a next step.
More on tracking …
Customer Anger Over Tracking Isn’t About Privacy, It’s About Respect (Ad Age) Consumers are increasingly offended by the lack of respect from online retailers they frequent. “While overly aggressive targeting may actually work from a direct-response perspective, it damages the brand (and the data ecosystem) in the process. And leaving this in the hands of your retargeting vendor is like letting the fox run the hen house,” writes Alan Pearlstein, who offers some key points to focus on when executing an effective and responsible retargeting campaign.
For Publishers, Social Media Still Stingy on Monetization (Ad Age) Many publishers are finding clever ways to use social media to expand the reach of their ad programs or to make their paid products more appealing. This month, Atlantic Media plans to introduce a new opportunity to its clients: Twitter ads. It’s the latest attempt among publishers to mine something as financially concrete as advertising or circulation revenue from social media, which has been so beneficial for many sites’ traffic. But after years of experiments, social media is still stingy about giving up anything but eyeballs.
How Barter Ad Deals Fuel Silicon Valley’s Mobile App Economy (Ad Age) Disgruntled by the high cost of acquiring users on mobile ad networks, a subset of app makers have created an informal barter economy to promote their products in which they swap ad clicks in hopes of driving installs among users. These kinds of deals have become a bigger feature in Silicon Valley’s mobile-app economy over the past year, but while they’ve become commonplace, even their biggest advocates acknowledge that there are logistical problems.
Mobile’s Rude Awakening (MondayNote) Monetization of mobile is mostly a disaster. The situation will be slow to improve, but the potential is still there — if the right conditions are met. Frederic Filloux, general manager for digital operations at Les Echos Groupe, discusses what we can expect in this area in the next 18 months, as well as ways to build upon the inherent (and many) advantages offered by the mobile space.
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