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Pedro Gonçalves

Twitter's New Ad Product Could Create Hub Of Aggregated Advertising Data | Fast Company... - 0 views

www.fastcompany.com/...ub-aggregated-advertising-data

Online Advertising Online Marketing Social Marketing Twitter

shared by Pedro Gonçalves on 21 Apr 13 - No Cached
  • now brands can serve up ads to users based on the content they're actually tweeting.
  • keyword-based advertising
  • advertisers can buy specific keywords to target certain users. "For example: let’s say a user tweets about enjoying the latest album from their favorite band, and it so happens that band is due to play a concert at a local venue," Malhotra explained. "That venue could now run a geotargeted campaign using keywords for that band with a tweet containing a link to buy the tickets. That way, the user who tweeted about the new album may soon see that Promoted Tweet in their timeline letting them know tickets are for sale in their area."
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  • To set up a campaign, advertisers can choose the keywords or phrase they want to target. Next, they can set more specifics, such as the location or gender of a user, or what device he or she is using. Twitter says early tests of this new ad product yielded higher engagement rates. GoPro, for example, saw "engagement rates as high as 11%" when using keywords to target users on Twitter.
Pedro Gonçalves

The Attention Economy is Now the Location Economy | Endless Innovation | Big Think - 0 views

bigthink.com/...my-is-now-the-location-economy

Attention Economy Attention Mobile Mobile Web Geotargeting Geolocation

shared by Pedro Gonçalves on 10 Sep 12 - No Cached
  • The Attention Economy paradigm was, in many ways, the fundamental building block for understanding the rise of social media and social networking. This paradigm rested on a simple, but amazingly robust, observation – that the scarce resource in our information overload world was attention.
  • in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it."
  • attention is no longer the scarce resource in the world of the mobile Internet - it's location
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  • This should be intuitively obvious – you can only be in one place at one time – what could be scarcer than that? And, as more people use their smart phones and tablets to access the Internet, location will become ever more important.
  • Location matters a whole lot more than Attention these days. When you shrink the size of the screen, it has an impact on Attention. The smaller the screen, the fewer outlets you have for your attention at one time. You may tolerate scrolling tickers on the bottom of a huge screen, but not on a tiny mobile screen.
  • The next time you’re on the subway, or relaxing on a park bench or hanging out at a restaurant, take a look around and notice how people are interacting with their mobile devices. They are laser-focused on a single tiny screen at one time. Ask them how many apps they have open at one time – most likely, it's just one. They're not multi-tasking, they're single-tasking with a single screen while simultaneously beaming out their GPS location. If the "social" revolution that brought us Web 2.0 was all about Attention, then the new mobile revolution will be all about Location.
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