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Julie Kennedy is an account executive in charge of sales on the West Coast at Zango, an online media company that automates and monetizes relationships between content creators, Web publishers and advertisers of all sizes.

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Perspective, Speculation & Downloadable Apps

Written on
January 18th 2008
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by Julie Kennedy  |
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sem13.jpgAlright, so I’m an account executive (AE). Yes, I’m the person who hunts you down, Mr. or Ms. Media. To build relationships and make money together, that is – which is all fine and good, unless you say, “No.” “No” to me? No big deal – let’s keep in touch. But “no” to the product? Why?

I scout a variety of advertiser types in order to assist with their online marketing campaigns. Primarily focused on performance, we build direct response campaigns to monetize traffic, drive sales, generate leads, promote in-store foot traffic, etc. You know the game – no matter the pricing model, “We need the ROI,” they say. So whether it’s by banner, email, downloadable apps, social networks, blogs, etc. – targeted or not – performance is key. So where do you place ads? This is where I come in…

So, I said I’m a relationship builder, which is true. I live to know more about a client’s life, sending cards at every birthday and holiday. Bottom line, there’s a trust factor that comes with knowing your AE is a real person with real feelings, real interests, and real knowledge about the performance of their products in order to deliver the highest level of conversions. I’ll say it again, TRUST. So when it comes to placing media for ROI, where do you go, who can you trust, and what ad units deliver maximum ROI?

Let’s look more closely at downloadable apps. Also known as software installed onto a user’s desktop with notice, consent and complete user control, downloadable apps offer a huge opportunity to reach a user base not previously available to an advertiser, in a very targeted or mass broadcasted manner. Downloadable apps also receive the highest level of consumer and industry (media buyer) scrutiny. Main reason: user experience can be frustrating – and understandably so – when someone discovers unexpected programs on their computer without notice or consent.

On the flipside, when the application provides real value – think instant messaging clients for peer communication; search toolbars for convenience and easy access to Web search capabilities; widgets for desktop personalization; desktop advertising for access to free content, such as games and videos, like we offer at Zango, etc. – they come with clean opt-in processes. These processes provide notice (albeit in various ways, but preferably in plain-language), require user consent (sometimes multiple times) and deliver both targeted and untargeted ads to their user base for a whole new world of advertiser monetization. A lack of hard industry standards up until recently has flawed our perceptions of some of these apps to ignite speculation, confusing “spyware” with legitimate advertising supported software.

In today’s culture, consumer choices are driven largely by convenience, efficiency, effectiveness and the fun-factor elements, relative to how it impacts and affects their lifestyle. Most online movement comes with the perspective that the user can’t imagine his or her life without that site, that game, that news, that shopping experience. 

So, what’s the point of this piece? Besides carrying on about Web sites we all know and love? Perception. Speculation. And the steps a media buyer takes in placing trusted media.

What makes one downloadable app better than another in advertising is just like consumer choices – it’s about performance, ROI, and media buys that reach new users to convert. Buyers leverage in the same factors relative to ad units, choosing placement in trusted ad units to make campaigns easier, convenient, more effective and overall better. Face it – if the app is known to deliver great performance, high conversions and millions of eyeballs not previously reached, then by all means, give it a shot. Nothing’s perfect – that goes for technology, reputation AND advertising. But from an account executive’s perspective, you never know until you try. TRUST me, it will be worth it. If nothing else, you’ll get a birthday card out of it.



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still spyware

Posted by zed | 4:01 pm on January 18, 2008.

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