Response to the Nielsen Twitter Quitter Story
The Nielsen Wire initially purported that the about 60% of Twitter users failed to stick around after the first month. Following some feedback from the Twitter community, Nielsen added ancillary websites and applications that feed into Twitter and recompiled their data. What they came up with is that their original numbers were correct. They did not see any substantial difference in their numbers. The focus of the original article points to this retention rate in comparison to MySpace and Facebook, as a basis to conclude that the low retention is an impediment, or more directly, a road block to long term growth. I had planned to comment on their blog, however, I believe the topic had been closed. So, I will respond here. Read more
Mobile Phone Ad Trends
Mobile Advertising is catching on in different markets. Some of the larger companies that have been using mobile advertising have been primarily using banner ads and mobile display ads, according to the Wall Street Journal. Now, they report there appears to be a shift by some of the those companies to using search advertising, due in part, to the limitations of mobile devices and the apparent intrusiveness of the banner and mobile display ads.
Whether or not the pattern becomes a trend or not, I think there is a strong impetus to see this shift unfold in the upcoming months. For one, mobile advertising targets a subsection of the online market. People on the go, in a hurry, who are socially active and social media receptive, are a demographic that substantially represents this market. I recently read in Paul Gillin’s ‘Secrets of Social Media Marketing’ where he quoted Giovanni Gallucci, cofounder of Dexterity Media, stating “People on MySpace aren’t running away from pedophiles and stalkers. They’re running away from marketers and advertisers.” Read more
OpenWave
Of the millions of websites on the internet, the vast majority of these sites are not mobile ready, or even close to being mobile ready. OpenWave, based in Redwood City, California announced that they are going to enable mobile users to have access to these otherwise Web 2.0 non-compliant websites with their OpenWeb application.
When a mobile user wants to access the internet OpenWeb will take a non-compliant websites and convert those sites; and on the fly they will re-format the pages so that they can be viewed on phones and pda devices. The OpenWeb gateway will split the requested internet and radio transmissions and only deliver the type of information which the phone or mobile device is capable of displaying.
Technologically, this gateway application will render 100% Web 2.0 XHTML/MP content. Not only will the content be compressed for more efficient and faster delivery of pages; users can expect to see more intuitive features that deliver added benefits that save you time. From an advertising and revenue standpoint, this development should open the door to enhanced opportunities for mobile advertising. From the standpoint of the end user, this will enable millions of users to have access to millions of websites they previously would have been unable to access.
Cricket Communications uses OpenWave; so hopefully, Cricket users will see the benefit of this new gateway in the near future.
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