For avid Facebook users, it’s become second nature to “like” a brand or political position or angsty emo group like “When I say ‘I hate you’ I mean ‘I love you but you hurt me.’”And most informed users know that in the court of Facebook, your likes can be used against you–mainly, as ads displayed to your friends in some dystopian form of peer pressure: “Jessica likes Betabeat! You should too!”
But did you know that the links you share on Facebook can also be served to your friends as ads? As the New York Times reports today, that’s what happened to Nick Bergus, who jokingly shared an Amazon link to a 55-gallon barrel of lube.
Be Like the Virus
Oversharers, beware: if you’ve recently tweeted anything embarrassing–say, how much you drank last night–be prepared to confront ads that directly address your tweets. For example: If you’re browsing a website even without being logged into its Twitter functionality, you might get served a banner ad about a hangover cure, or deals on Stoli.
It’s a new form of big brother-esque hyper-targeted advertising from New York-based startup LocalResponse that, according to a press release, “delivers more relevant ads across all platforms by learning from public consumer intent expressed over public social media channels.”
Foursquare Be Hustlin'
Go back to your lives, citizens! The markets are now closed, and so we can all quit talking about Facebook for at least a couple of hours. Instead, let’s turn our attention back to another white-hot one-day IPO candidate attempting to monetize: Foursquare.
Ad Age reports that, on the heels of that paid media platform and those personalized coupons, the company has hired Steven Rosenblatt (already a consultant) as chief revenue officer. Previously he was director of ad sales and strategy at iAd and before that, SVP ad sales at Quattro Wireless, which pretty much cements our expectations, monetization-wise.
Tumblr's Very Own
Once upon a time (by which we mean a few months ago), Tumblr CEO David Karp outright rejected the idea of ads. The scorn has lessened since the advent of sponsorship packages to the Tumblr Radar, but that doesn’t mean Mr. Karp has entirely come around to the inherent worthiness of advertising as a discipline.
This morning’s Internet Week keynote offered a little more insight into what he likes and what he doesn’t. To wit: None of your tacky traditional advertising, thanks. Tumblr wants “creative experiences.”
In a conversation with Internet Week founder David-Michel Davies, Mr. Karp elaborated on the kind of promotional content that doesn’t turn his stomach. As an ideal, he offered up the example of the Hunger Games promotion Capital Couture. Rather than registering hungergames.tumblr.com and slapping up the trailer, the film’s marketing team created a Panem fashion blog and invited fan submissions.
It’s been a tumultuous past few weeks for New York startups, some of whom are scrapping long-held ideals in order to seek profitability. Looks like it’s time to finally make some money.
Last month, Tumblr announced it will now offer paid ads, a reversal from founder David Karp’s prior opinions about advertising–mainly, that it kind of makes him sick. And today, Foursquare cofounder Dennis Crowley told the Wall Street Journal that the location-based social network is planning to offer personalized coupons, tailored to each individual user, beginning in July. The news builds on earlier reports about Foursquare’s new paid media platform, scheduled to launch in June.
Be Like the Virus
Zynga’s stock price is dropping, so now the San Francisco-based company is attempting to devise creative ways to monetize some of its more popular games. Yesterday we reported that Draw Something is hemorrhaging users, but that hasn’t stopped its new parent company from thrusting more ads upon the once wildly-popular game.
Taking a Tumble
A few weeks ago, Tumblr founder David Karp rather abruptly announced that he was reversing his long-held anti-advertising stance and opening Tumblr Radar up for sponsorship. According to an email from Tumblr communications rep Katherine Barna, the ad shop is officially open for business.
“We’re very excited to announce that Tumblr’s first official Sponsor products are now available to advertisers!” Ms. Barna wrote, directing folks to a new page for potential marketers. “We are constantly delighted by the creative ways that brands use Tumblr, and are confident that the world’s greatest marketers and media companies will use these products to set a new bar for creative advertising on the web.” Mr. Karp seemed a little more contemptuous towards advertisers at the Decoded Fashion conference earlier this week. But, like, in a friendly way, of course!
Apparently Tumblr CEO David Karp has overcome his distaste for ads, because he just announced that advertisers will be able to buy access to the dashboard’s “Tumblr Radar.”
About 45 minutes ago, Rex Sorgatz tweeted the following dispatch from AdAge Digital: “Karp just announced that the Featured spot on the Tumblr dashboard is going up for sale to advertisers.” Business Insider is reporting that the feature will go live as early as May 2.
Reached via email, Mr. Sorgatz provided more detail, telling Betabeat:
Web TV Wars
Depending on where you read the coverage of Hulu’s revenue numbers, the picture of the company looks very different. Read Write Web declares that the company turned in a “pretty big year,” growing 60 percent and “raking” in $420 million in revenue. But as Peter Kafka points out at All Things D, that falls short of the $500 million Hulu CEO Jason Kilar predicted the company would make in several blog posts.
Mr. Kafka attributes the miss to rumors of soft ad sales which have been percolating for a while. Hulu also was on the chopping block for a while, then off again, then back on. And several of its partners, most notably Fox, either took away next day rights for programming or discussed the idea. All that volatility is sure to make it tough for Hulu to sell ads.
New York’s most itterative location based social network likes to pitch itself as the modern day loyalty card, so it makes sense that it would want to offer its users deals and discounts when they check in. But rather than building out an extensive sales force, it has been adding deals from companies like LivingSocial, Gilt Groupe, AT&T, Zozi and Groupon.
Now foursquare is partnering with Atlanta based Scoutmob to add another 500 local deals in 13 American cities. “Of all the deal integrations we’ve done, the Scoutmob partnership most closely aligns with our own Specials format, where no payment is required to redeem deals spontaneously” said Tristan Walker, Director of Business Development at foursquare.