Archive for the ‘Widget Marketing’ category

Advertising Age On Widget Marketing

December 4th, 2008


Bob Garfield over at Advertising Age did a piece on Widget and Marketing that is truly great. it is also 101 material for anyone not only interested in Widget but also in Internet Enabled Marketing and Advertising.

Widgets Are Made for Marketing, So Why Aren’t More Advertisers Using Them?

That said. i don`t agree on the over pushy title that makes it sound as if Widget only purpose was marketing. i would have put it as “Widgets are a match made in heaven for Marketing”. but that is only because i feel the need to be nit picky with it.

My favorite phrase of the article has to be “Utility Plus Brand” as a way to define Widget Marketing and something to thought about since it inherently implies there should be something utilitarian to the Widget in the first place. that should always always translate to the widget not only have a purpose but being useful for it.  otherwise no matter how great the product you are pushing is or how great your widget analytics are everything will be pointless and a waste of time for everyone.

KickApps Gets $14 Million More Of Funding Money

December 4th, 2008


KickApps is a strange startup. its main business is Website Socialization. but it is also partly a Widget Company because a lot of that Socialization is archived via Widgetization. you can also make Very basic utility Widgets or some nice and simple Media Widgets via its Widget and Video Player Studio and add advertising to it. in a way that reminds me of SproutMixer and Musestorm.


So it competes with Ning, Flux,  SproutMixer and to a lesser degree with all the main Widget Companies.

Thing they will continue to do so because they have got $14 million more in funding as Techcrunch reported:

“KickApps CEO Alex Blum confirms to me that the company did indeed raise a C round of $14 million with a new lead investor, North Atlantic Capital. Existing investors Softbank, Spark Prism and Jarl Mohn also participated. KickApps either splits ad inventory with publishers on the pages created on its platform (60 percent to KickAps, 40 percent to publishers) or lets publishers buy out its portion of the ad inventory for $3 to $6 CPMs. Most larger customers choose to control the ad inventory themselves, which suggests that when social networking features are wrapped into a larger site, the ad rates don’t have to be counted in dimes (as they do on much of Facebook and MySpace)”


via TC

SproutMixer: Widget Advertising & Marketing For All

December 3rd, 2008


SproutMixer is the brother site to SproutBuilder. The latter lets you create very simple and easy media widgets or very very basic utility widgets. This is not the goal of SproutMixer. its goal is to bring money to sprout and to others because it about reusing the technology developed to create Sproutbuilder to allow easy creation of  Ad Widgets for Direct Advertising or for Brand Marketing with good analytics and high spread sharing qualities.

The problem before with bringing solid Analytics to Flash Widgets was that it failed to be deeply integrated with the flash object. it also needed to be developed by each Widget Company on their own and its was a very strong theme in widgets in 2008. the Widget Companies that invested more on Widget Analytics and understanding what that meant was Clearspring followed by Gigya and Musestorm. This left out other Widget Companies in disadvantage since they could not invest as heavily on that.

Google now has cutout the work for all Widget Companies by Working with Adobe to bring Google Analytics to Flash Objects. this breakthrough finally will make sure that Ad Widgets and Widget Advertising can grow a lot faster on 2009. of course that Google to be interested in this is because they are both the biggest blessing and curse to all Widget Companies. because while they bring good technology that can now be used by all. they also bring Hard Competition since they compete in the Widget Space in practically all areas. from Desktop widgets to web widgets and from media Widgets to Ad Widgets.  

This means that the hard work on Analytics by the Widget Companies i mentioned will not go to waste and will be useful to keep competing all around.


SproutMixer could not be easier to use. it is the very same ease of use of its older brother at SproutBuilder. so the only thing that changes is the Focus of what is being done and the why.

Since Google Analytics can now work for Flash. Sproutmixer was the perfect way to Demo the benefits from that because they are not only Advertising and Marketing Widgets. they are also remixable. that means you can change the way these widget look and obtain another level of user engagement thanks to that. in a way that should make Marketers savory it since it is all trackable.

And not only they are remixable. but they also count with a  High Spread Sharing provided by Gigya Wildfire.

Really Cool Stuff that will surely assure that Widgets don`t lose steam on 2009.


Newsgator Widgets NFL Widget Campaign

November 4th, 2008


I was going to dissect this but while i do like American Football is not something i am specially fond of, so i will lift from Newsgator because i feel it deserves coverage because it is a novel idea in Widget Marketing and Widget Syndication or as Newsgators puts it:

Introducing Reverse Syndication & Atomization of Content
Our Novel, NFL Widget Campaign Breaks New Ground

You know that I’m always excited about new widgets, but I’m particularly excited about the brand new type of content distribution model called reverse syndication that NewsGator and our media clients are embarking on. (For an excellent introduction to reverse syndication, I highly recommend you read Jeff Jarvis’ excellent post on the topic.)  We’re in the process of launching "Across the Field" widgets with 32 online newspapers to cover NFL games this fall and winter.  The details are fairly complicated but I hope you’ll stay with me because when you learn the new territory we’re charting, think you’ll be rightly impressed.

NewsGator is building widgets for a consortium of 32 online papers — one for each team in the NFL.  While the newspapers are not necessarily owned by the same companies, they’ve decided to share high quality content with one another in a novel way. Essentially, we’re talking about the atomization of content — where, esentially, content is broken up into many pieces and distributed (often standalone) across the web; in this case, the online newspapers we’re parterning with are atomizing their content through NewsGator widgets. (For an excellent introduction to atomization of content, check out PR Squared’s post on the subject.)

The best way to explain is through a real-life example: this week the Pittsburgh Steelers are set to play the New York Giants. Leading up to the game, the New York Daily News’s website has a widget on their sports/football page with content on the opposing team — in this case the Pittsburgh Steelers — from The Pittsburgh Tribune-Review.  And the reverse would be true as well: The Pittsburgh Tribune-Review has content from The New York Daily News on the Giants on their sports page.  In essence, they’re shared bits of atomized content in the form of opposition scouting reports from in the inside lines of the competitor’s ‘camp.’

The theory behind this specfic setup is that each online paper already has plenty of content about their home team already but much less (if any) about the opposing team; enter, stage right, the "Across the Field" widgets providing insight on the competitors’ teams. (The content in the widget will change weekly along with the game schedule.)  Even better, while the content feeding these widgets is full text RSS from the opposing team’s local newspaper, when visitors to The New York Daily News click on articles about the Pittsburgh Steelers within the widget on website, they will remain on The New York Daily News site; they are not leaving the "home" newspaper’s site — courtesy some fancy coding footwork — which increases the "stickiness" of each paper’s content offerings.

What do media clients get out of this?  A lot.  Online newspapers get (atomized) high quality content from the opposing team’s local newspaper — probably more knowledgeable than anyone; even better, these stories are hosted on their own site (leading to more page impressions) and they can place advertisements on the article pages to enhance monetization.  (Sort of a three-for-one deal.)

These "Across the Field" widgets, which represent the cutting edge of reverse content syndication & atomization of content, are a great example of some of the new and exciting directions NewsGator (and our partner clients) are proceeding in syndicating content in powerful new ways.  I’d say, from this vantage point, the future of widgets is quite bright.

Very interesting use of widgets for promotion and to explore reach enhancing and monetization opportunities. i wish to know how it fares later. so i will have it in mind for later.


via Newsgator blog

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