It’s no secret that the world of online advertising has devolved into a means of using any and every accessible data point to convince consumers to purchase products. But it wasn’t always that way. There was a time when online advertising was far more simple and less invasive. And it still worked. But it was difficult. Portland startup Read the Docs has spent time building an ad platform that provides simple, ethical advertising. But in a world of ad blockers, that can be more difficult that one would think.
It’s such a common refrain, that it’s become a running joke in startup circles. “How are you going to make money?” “We’re going to sell ads.” But happy flukes like Flappy Bird aside, the golden age of Web properties continuing to make viable revenues off ad networks is rapidly coming to an end. And no story describes this trajectory more clearly than Oregon-based Matt Haughey‘s recent write up on his project, MetaFilter. Read More
You might have missed it, but last Tuesday was National Evaluate Your Life Day. So, as part of that evaluation, I was thinking about Silicon Florist. You know. This here blog thing that you’re reading.
This has been the most random unplanned success I’ve ever encountered. And I’m very proud of what Silicon Florist has become. And the better it gets, the better I want to make it. But, truth be told, all that pride and $2 will buy you a cup of coffee. Well maybe $3 at Stumptown. But anyway, I’m always working to find ways to make Silicon Florist better. And now, it’s the time to do just that. Read More
Portland is well-known as an creative town. Especially when it comes to marketing and advertising. It’s hard to avoid the moniker with a powerhouse like Wieden+Kennedy in town.
But, anyone who lives here realizes that it’s not just W+K. There are marketing and advertising agencies and boutiques of every size dotting the Portland corporate landscape.
Within that environment, it’s not surprising that marketing and advertising wend their way through the culture of the city. Lately, however, I’ve begun to see this marketing influence popping up in a rather unexpected—but extremely interesting—space: Portland’s Web startups. Specifically those startups that focus on widget development.
It seems that the heretofore lowly widget is taking on the role of something more than a cute small-footprint app. It’s beginning to appear that it may be more than just a way to serve up some content, remotely. Today, in fact, it’s becoming clear that the widget is starting to take on a very important role in the world of marketing communications as one of the most tangible means of interacting with customers.
And two Portland startups on the leading front of widget development have the potential to capitalize that trend.
Earlier this week, Portland-based SplashCast revealed that the company’s Facebook widgets for popular recording artists were outperforming traditional online advertisements. Well, that might be an understatement. SplashCast pegs that performance at “75 times better than the clickthrough rate of traditional banner ads.”
Now, to put that in context, SplashCast is seeing about 3% clickthrough rates on those Facebook apps. And that 3% is 75 times better than banner ads are performing.
But, the dismal downfall of banner ads as a format is not the focus, here. The point is that banner ads are an accepted and prevalent format for advertising that don’t hold a candle to the performance of widgets.
Later in the week, SplashCast continued to tout this finding by beginning to describe their apps, not as widgets, but rather “social advertising”:
SplashCasting represents a new form of online marketing called social advertisements – tools marketers use to reach the growing demographic of social network site users.
Social advertising. I might have left it at that, had not another Portland-based widget-building startup taken a tangential and complementary position on the issue.
That startup is StepChange (conspiracy theorists may begin churning on the “companies named with a capital ‘s’ and capital ‘c'” theories, forthwith), a small consultancy that both develops widgets for a number of customers and has some widget-based side projects in the offing, as well.
StepChange is beginning to notice a similar trend. And StepChange’s insight only lends credence to the position that SplashCast is taking on the world of widgets:
While we’ve done some basic Flash/Feed widgets, most of our design and development work has been on Social Media Apps that function more like true “applications” – with our clients requiring a relatively high degree of administration, content management, targeting reporting and integration.
I think these kind of ‘super-widgets-turned-applications’ need a better name, so I’m going to start calling them Distributed Marketing Applications.
In my opinion, the position that StepChange and SplashCast are taking is one that makes absolute—if not completely obvious—sense: social media marketing should be, well, social.
Social media is about interactivity. And feedback. And conversations.
Traditional online advertising—with its dancing gifs and whack-a-mole come-ons—just isn’t cutting it anymore. Traditional advertising is not, for lack of a better term, “interactive.” It’s one way. It’s broadcast.
And those who are deeply engaged in social media are hesitant to consume—if not completely avoid—those grating and annoying advertising formats, leftover remnants from last century’s dotcom failures.
Today’s Web consumers are wanting more. And they’re wanting something with which they can interact.
Widgets—and by extension Portland’s widget developers—offer that interaction for users. They offer something more than broadcast. They offer the potential for communications that are far more interactive.
To put it quite plainly, widgets offer us a form of marketing communications that we, as those being marketed to, “can actually do something with.” And if Portland’s widget developers can crack that code for the untold billions interested in interacting with us as customers, then they stand to have marketing and advertising executives beating a path to their door.
StepChange’s Kevin Tate makes a bet:
I’m also willing to bet that, as more and more companies look to extend their existing sites and services into Social Media, we’re going to see a significant market need for these types of platforms.
I’m beginning to agree with him. And I’m excited to see Portland continue to serve its role as a creative town. And, as a leader in marketing and advertising for what could truly be the next generation of ads.
Man oh man. With all of these Silicon Forest startups attracting funding, it’s about time I establish a “graduating class.” And here’s one of those startups that’s definitely in the running for Salutatorian, if not Valedictorian: Portland-based SplashCast.
First, the funding. Because that’s the real news here.
SplashCast announced today that it has secured $4 million dollars in Series A funding, led by Mark Bayliss, an Australian (remember the Australia trip not too long ago?) media and advertising executive veteran of some of the world’s largest advertising and media companies who runs in the same circles as fellow Aussie and media mogul Rupert Murdoch. Emergent, an emerging growth investment fund also with strong ties to advertising and consumer brands, was a follow-on to the round.
I asked Mike Berkley, SplashCast’s CEO, to put this funding—and the organizations providing it—in perspective for me.
“What does this mean for the company?” said Berkley. “The relationships that Bayliss and his partners bring to SplashCast gives the company a monumental step-up in social marketing.”
Which bring us to my second point. I’m a marketing geek. So, let’s talk about SplashCast’s newest take on their positioning. Or better yet, let’s not use some stupid buzzword. Let’s talk about how SplashCast is describing their product as of late.
If you haven’t been watching SplashCast, this probably would fly right by, unnoticed. But, I’ve been watching these guys ratchet down on the language they’re using and their efforts to make the product more attractive to a broader big-media advertising market. They continue to make definitive changes in describing what they do. And they seem to be honing in on something new.
SplashCast started in user-generated content. Then they moved to more of a “branded content” sort of play, building custom apps for big names like Justin Timberlake, Britney, and Hillary Clinton. Now, they’re directly positioning themselves as an alternative to what—as silly as it sounds for me to describe it this way—can only be referred to “traditional” online advertising models.
SplashCast calls this new focus “social advertisments.” I call it “advertisements that actually do something.” But regardless of what you call it, they’re pushing this message very strongly as of late:
[SplashCast’s] New Social Marketing Solution Viewed As Breakthrough For Advertisers Looking To Reach Users On MySpace, Facebook & Other Social Networking Sites
Splashcasting represents a new form of online marketing called social advertisements – tools marketers use to reach the growing demographic of social network site users. SplashCast’s video-based social advertisements on average receive click-through-rates that are about 75 times higher than typical banner advertisements used on MySpace, Facebook or other social network sites.
This seems to be their new home: taking on traditional online advertising. And that puts them directly in the sites of some very big players.
Now, some may look at these recent changes and cast aspersions. Claiming that this belies a lack of focus.
In my opinion, these changes don’t seem to be wishy-washy or “searching for a problem to solve.” These are simply the pains that any growing company goes through as it works to figure out where its true market lies.
And there’s a very clear reason that the messages have been moving in that direction.
You build a product based on your ideas and passion. You tend to build a company based on what people will buy.
And given that SplashCast is securing funding and landing customers with this new positioning, it only makes sense—from a business perspective—that they continue pursuing this stance.
I, for one, will be continuing to watch them.
For more information on the funding and social advertising, visit SplashCast.