The State of App Advertising

first_imgMobile apps, while heavily reliant on Internet connectivity, are fundamentally different from traditional, browser-based media. Unlike the wide-open, essentially borderless Web environment, apps are closed systems—each one a hybrid of device-resident software and media content. Some of that media may be viewable only when connected, but much of the content, and all of the navigation and functionality, are self-contained.For publishers, this means greater control over the content experience—and far less dependence on browser capabilities or installed plugins. Not only can content be better protected from unauthorized use, it can also be made more interactive and responsive to the end user.Many analysts have predicted that HTML5 will eventually bring publishers away from dedicated apps for Apple or Android and back to the browser environment. However, even when that happens, users will demand the rich, self-contained experience that apps deliver today.Engagement, Engagement, EngagementFor advertisers, the app experience offers multiple levels of engagement that were problematic on the Web—and impossible in print. Audio and video footage is the most obvious of these, ranging from simply repurposing TV ads to creating shorter original footage. Multi-photo galleries, panoramas, and 360° views are gaining in popularity as well. While all these rich media can be found on the Web, their use in apps seems to have greater traction, mainly because smartphones and tablets are primarily “touch” environments. Users are already tapping, pinching, and swiping the screen, so interacting with on-screen ad elements is already second nature.What makes app ads even more engaging is the potential for including games or game-like modules. These can be simple—like quizzes, drawings, or contests—or sophisticated, animated widgets. They can also take advantage of the device’s built-in capabilities (MP3 player, camera, phone, gyroscope, GPS, whatever comes next) in ways that PCs never could. Claudia Malley of National Geographic describes this level of app-based interaction as “a storytelling medium” that advertisers and sponsors have barely begun to explore. The device-app combination, she maintained, is a medium that gives each user the opportunity to know more, and therefore potentially buy more, by experiencing multiple levels of potentially customized information.Advertiser interest levels are extremely high. However, “advertisers and publishers should not use traditional models for this new medium,” she says. Tablet interactivity is also not yet reflected in a standardized National Geographic rate card or other list of options, but it has become part of every new ad proposal.Under current auditing practices, most print ads appear in the mobile app, although relatively few have availed themselves of the opportunity to augment or replace their print ad with something more interactive—at least so far. Mark Tavarozzi of Entrepreneur feels that advertisers are curious about the added value of app interactivity, but are still learning about the medium. The fact that mobile apps are paid for by subscribers—departing from the free Web content model—also fuels advertiser excitement, he said.Brands and Social MediaOne feature of magazine apps that has garnered both editorial and advertising interest is the social media connection. Brand campaigns on Facebook and Twitter can, potentially, be extended to the app universe without taking the reader outside the app. Users of Adobe’s Digital Publishing Suite (DPS) can achieve this by creating Web views within the app page—a feature common to most app development environments.We found that editorial efforts were further along in integrating social media with their app content, but that advertisers and sponsors were following close behind. In both cases, the social media component is also in the experimental stage, with app integration taking a slightly lower priority.The Commerce ConnectionAnother use of Web views—probably the most important of all for advertisers—is direct e-commerce. Increasingly, customized HTML storefronts are being set up, to be viewed and used directly from the app. (In most environments, a separate window containing the storefront is used. However, once the purchase is made, closing the window returns the user to the app.)E-commerce is not limited to storefronts. Many publishers and advertisers are developing innovative ways to bring buyers and sellers together. In the new Alternative Press app, music reviews are accompanied by a direct link to the artist on iTunes, according to Director of New Media Robert Ortenzi. Revenue from songs purchased through this process is shared with the magazine, through a partnership agreement with Apple. Other commerce-enabling features are being planned for the magazine’s ads, which have featured integrated video from the advertiser’s Web site.Measuring Success: The New Ad CurrencyPerhaps the most challenging (and promising) aspect of app advertising is the need to develop a new ad currency. Declan Moore, President of Publishing and Digital Media at National Geographic, notes that existing metrics, such as rate base, impressions, and CPM, do not really measure the value of engagement with an interactive tablet ad. A new class of measurement standards is needed, he said.Even with the current lack of standards, the early metrics for interactive app ads is impressive. Most of the publishers we spoke to cited metrics—from Adobe Omniture and other providers—indicating that users spent minutes, not seconds, on ads that facilitated hands-on interaction by the reader. All expressed the desire for more detailed data, including time spent with specific features in the app, as well as e-commerce sell-through and brand following trends in social media.Trends and ConclusionsWe found that the vast majority of ads are still facsimiles of their printed originals. This is due in part to auditing rules requiring content parity. It is also due to advertiser unfamiliarity with the medium. Enhancements to print replica ads are growing, slowly, as advertisers experiment with ways to induce readers to spend more time on the page. Fully enhanced ads—with a print counterpart, but clearly designed for the new medium—will become increasingly common as tablet market penetration approaches 10 percent of the subscriber base.What will drive this trend faster is measurement of user engagement. Time spent with a brand, and especially time spent approaching or even making a purchase decision, will overturn conventional thinking about what an ad is—not just a story and a call to action, but a bridge to the action itself. In the heyday of print advertising, the rules seemed simpler. Competition from television, radio, and other forms advertising was a factor, but each medium was distinct—with its own attributes, value propositions, and measurements. The Web changed all that. Along with the suicidal dilemma of free editorial content, the Web brought in a whole new (and volatile) system of measuring success. Impressions,  “eyeballs,” and other metrics became a science—more or less—while the value of traditional display ads seemed to founder.If early indicators prove true, the rise of multi-function tablets is about to change all that. Although lacking the screen real estate to fully bring back the visual impact of a full color display ad, tablets bring a different level of engagement to advertising. Advertisers are only just beginning to realize this potential.Part of the transition is ruled by the market share of each channel. Today, print is still a very large percentage of the subscriber base—with a correspondingly high percentage an advertiser’s non-broadcast spend. However, tablet adoption is exceeding initial projections, which means that advertisers must embrace the potential of this medium a lot sooner than anticipated.The App is Not the Weblast_img read more

BREAKING NEWS Peggy Kane Resigns From Wilmington School Committee

first_imgWILMINGTON, MA — Longtime Wilmington School Committee member Peggy Kane has resigned.The announcement was made at the end of last night’s School Committee meeting, when Chair Julie Broussard read a letter from Kane, who was not present at the meeting.“Due to recent events in my life, I find it necessary to relinquish my position on the Wilmington School Committee effective June 13, 2018,” wrote Kane. “My time on the School Committee has been truly gratifying. I enjoyed being part of the education of Wilmington’s children. Thank you.”Kane was the School Committee’s stalwart, serving for nearly 18 years, including as Chair from 2007 to 2016.  The Massachusetts Association of School Committees previously honored Kane with its “All-State School Committee” award for her dedication and accomplishments as a member of the Committee.Kane had previously announced she would not seek re-election when her current term expired in April 2019.School Committee Chair Julie Broussard told her colleagues she will speak with Town Clerk Sharon George regarding the procedure to fill the unexpected vacancy.According to School Committee policy — based on Massachusetts General Law (Title 7, Chapter 41, Section 11) — the remaining six members of the School Committee and the five members of the Board of Selectmen share the responsibility for finding Kane’s replacement.The policy reads:“The School Committee will notify the Selectmen that a vacancy has been created within 30 days after it has occurred. After one week’s notice has been given by the Committee to the Selectmen, so that voters of the town may have the opportunity to state their candidacy, the two governing bodies will meet to fill the vacancy by roll call vote.”“For election to fill a vacancy, a candidate must receive a majority of the votes of the officers entitled to vote. The person so elected will fill the seat on the Committee until the next town election, at which time a member will be elected to serve the remainder of the term.”It is expected that the Selectmen and School Committee will hold a joint meeting within the next 4-5 weeks to fill the vacancy. There will be 9-10 months remaining in Kane’s unexpired term when the appointment is made.Back in 2005, when the Selectmen and School Committee met under similar circumstances to fill a vacancy on the School Committee, it did not go smoothly.Like Wilmington Apple on Facebook. Follow Wilmington Apple on Twitter. Follow Wilmington Apple on Instagram. Subscribe to Wilmington Apple’s daily email newsletter HERE. Got a comment, question, photo, press release, or news tip? Email wilmingtonapple@gmail.com.Share this:TwitterFacebookLike this:Like Loading… RelatedBREAKING NEWS: Longtime School Committee Member, Community Leader Peggy Kane Passes AwayIn “Breaking News”Special Education PAC Chair Jo Newhouse Appointed To Wilmington School CommitteeIn “Education”SCHOOL COMMITTEE NEWS: New Chair Selected; Final Day of School FinalizedIn “Education”last_img read more

SpiceJet Posts ₹275 Crore in Losses in Q3 Recapitalisation will Help Turn

first_imgSpiceJet announced its third-quarter results on Thursday evening, with the airline posting a loss of ₹275 crore — an increase of 59% — on the back of poor passenger numbers and a one-time cost of ₹295 crore.The recently recapitalised airline saw a 31% decline in capacity, with revenue falling to ₹1,300 crore against ₹1,769 crore recorded a year ago for the same quarter. ReutersSpiceJet said in a statement that its net loss has widened to ₹173 crore for the third quarter. The quarter also witnessed the airline stand at the brink of total collapse, after the Maran brothers stopped infusing funds to keep the airline going, even as it accumulated significant losses, and saw its credit obligations skyrocket.The Marans finally transferred ownership and management to Ajay Singh, the original promoter of the airline, who brought in fresh funds to keep the airline going.With the recapitalisation move, SpiceJet is also re-negotiating contracts and settling dues with creditors, which together is expected to bring down costs, Chief Financial Officer Kiran Koteshwar said.The airline scrip was trading at 19.65, down by 0.40 or 2%, at the time of reporting.last_img read more

3 die of drinking liquor at wedding programme

first_imgKeraniganjThree men died allegedly after drinking toxic homemade liquor in a wedding ceremony at Habibnagar area in Keraniganj on Saturday, reports UNB.Among the deceased two were identified as Sajal Mandal, 28, son of Gopal Mandal of Shubhatta Habibnanagr and Md Sharif, 40, son of Mohammad Ali of the same area, said Monirul Islam, officer-in-charge (OC) of Dakkhin Keraniganj police station.Three people felt sick after taking liquor at a wedding programme in the area on Friday night, said sub-inspector Abdur Rahim, investigation officer of the case, quoting locals.Locals rushed Sajal and Sharif to Sir Salimullah Medical College and Mitford Hospital where Sharif was declared dead, police said.Later, as the condition deteriorated, Sajal was referred to Dhaka Medical College Hospital (DMCH) where he died in the morning, said SI Bacchu Mia, in-charge of DMCH police outpost.However, the person whose identity could not be known was admitted to a city clinic where he died on Saturday evening, said the OC.A case of unnatural death was filed with Dakkhin Keraniganj police station in this regard.last_img read more

Construction Slows Traffic On I45 Hidalgos Plan For Public Engagement IAHs Terminal

first_imgMonday, January 28, 2019Top afternoon stories:Joe Brueggeman/Houston Public MediaTxDOT has closed the connector ramp to southbound I-69 and State Highway 288 because of construction.Construction Slows Traffic On I-45Houston drivers are still getting used to a big change on I-45 northbound, now that TxDOT has permanently closed the connector ramp to southbound I-69 and State Highway 288.TxDOT’s official detour takes drivers northbound on I-45 to I-10 East, where drivers then connect with I-69 southbound. Some drivers are using the 610 South Loop as an alternative route, but George warns there are some ramp closures in connection with State Highway 288 toll project.Crews started tearing down the connector ramp from I-45 northbound to I-69/SH 288 southbound as soon as they closed it late Friday evening. The $30 million project will relocate the ramp from the left hand side of northbound I-45 to the right, with the aim of eliminating lane weaving that contributes to crashes.Alvaro ‘Al’ Ortiz/Houston Public MediaHarris County Judge Lina Hidalgo.Judge Hidalgo’s Plan For Public EngagementHarris County Judge Lina Hidalgo wants her administration to be characterized by engagement with county residents and is following several strategies to attain that goal.The first is a countywide online survey launched Monday to get public input on topics such as transportation, early childhood education and the prioritization of storm recovery resources.Another component of Hidalgo’s plan to boost the public’s engagement is the “Transparency Project,” which will consist of announcements to provide information about the mechanics of county government that will be complemented with statistics to make people interested in learning more.Additionally, “Civic Saturdays” will start in February and will feature classroom-style classes about county government, as well as town halls and action plan workshops that will focus on specific topics.IAH’s Terminal B Will Be Getting Back To NormalCourtesy of Houston Airport SystemThis file photo shows Terminal B at Houston’s Bush Intercontinental Airport.The Houston Airport System (HAS) announced Monday that the Transportation Security Administration (TSA) security checkpoint and the ticketing counter in Bush Intercontinental Airport’s Terminal B will reopen this Wednesday, January 30, at 4:30 a.m.The checkpoint and the ticketing counter had been closed since January 13 because of staffing issues due to the partial shutdown of the federal government.Passengers who decide to use the Terminal B parking garage can still do so and use the terminal subway system to reach either Terminal C or Terminal E to check in and go through security screening.Until the checkpoint and ticketing counter reopen, passengers with flights scheduled to depart from Terminal B are being directed to the ticket counters and TSA checkpoints located in Terminal C and Terminal E.Wikimedia CommonsGolden Pass LNG, Sabine PassJapanese Investment Fueled By Need For LNGInvestment in the Houston area by Japanese companies rose by 34 percent from 2010 to 2015 — and there are no signs of a slow-down.The growth is fueled by liquefied natural gas, or LNG, projects along the Gulf Coast. That’s because Japan has worked on diversifying its energy sources since the Fukushima nuclear disaster in 2011, said Laird Doran, president of the Japan-America Society of Houston.Houston-Japan trade has grown substantially over the past decade, reaching a record high of $6.4 billion in 2017, according to the Greater Houston Partnership. While Houston’s imports of Japanese goods have declined, exports to Japan have grown to $4.5 billion in 2017 from $652 million in 2008.Between 2016 and 2017, exports of mineral fuels, oil and refined products to Japan nearly doubled. Sharelast_img read more

Jatra artiste dies of snake bite while performing

first_imgKolkata: Performing a Jatrapala with a venomous snake proved fatal for Kalidashi Mondal, a Jatra artiste who was declared brought dead by hospital authorities after getting bitten by it.The incident brought to light the shocking negligence on the part of the Jatra organisers, who allowed a local exorcist to perform his tricks on the victim for four hours after the incident occurred. The hospital authorities said the patient’s life could have been saved, had she been brought to the hospital earlier. Also Read – Heavy rain hits traffic, flightsIt was learnt from the local sources that the victim, Mondal and her troops were performing ‘Manasa Mangal’ in Barunghat area of Hasnabad on Tuesday evening. The Jatrapala was organised at the house of one Manoranjan Das on the occasion of Manasa Puja. To make the performance more lively, a local exorcist handed over a poisonous snake to the woman. Without assuming the implication of the incident, she also agreed to enact the epic with the snake. According to locals, the victim thought that the snake might have been entirely devoid of venom. Also Read – Speeding Jaguar crashes into Merc, 2 B’deshi bystanders killedWhen she started acting with the snake, it suddenly bit her. When she collapsed on the stage, the exorcist insisted on doing the treatment himself and did not allow anybody to take her to a nearby hospital. He continued his tricks on the woman for four hours. When the locals and her fellow colleagues finally took her to the hospital, the doctors pronounced her brought dead.Question arises on why her other colleagues did not prevent the victim from taking the snake. The locals demanded stern action against Biswas who is currently at large. A probe has been initiated.last_img read more

Black humour hard sold

first_img‘Kaalakaandi’The title is Marathi slang – Kaala-Kaandi. It means, something that is not being done in the right manner or is horribly wrong. And as the title suggests, right from the first frame, we are reminded that nothing can go right for its characters. What makes Kaalakaandi interesting, though, is its dark comedy, easy to relate situations and characters. It is one of the easiest films to love and one of the hardest to think of as a work of art. It approaches the notion of pure filmmaking as entertainment; it is a nearly flawless example of itself. Also Read – Add new books to your shelfIt lacks, a lesson or message and is content to show three sets of people facing a series of interlocking challenges they face one night.Set in Mumbai, with a variety of quirky, pseudo characters awake after midnight, it reflects the unpredictable life in the city. But, they seldom find themselves intertwined in a bizarre series of coincidences.Boldly told, what happens to the characters apart from the nightmarish and bizarre nature of their experiences can only be described as screwball logic. Also Read – Over 2 hours screen time daily will make your kids impulsiveWhile the plot unravels like the pages of a thriller, the humour seems laboured. You witness this in the first scene and in the climax.In the opening scene Saif Ali Khan is in his doctor’s clinic where his doctor sugar coats his diagnosis with, “You do not suffer from ulcers, hence you don’t have perforating ulcers. Instead you suffer from stomach cancer.”For a person who never experienced the excesses of life, this unpleasant bit of news hits like a ton of bricks. So when he returns home, where the wedding preparation of his younger brother Angad (Akshay Oberoi) is under-way, he sips alcohol and tries a narcotic substance. This sets the ball rolling for a roller-coaster cinematic experience. In the second situation, Zubin (Kunal Roy Kapur) is in low spirits because his girlfriend is migrating to America. Just before her flight, as a farewell gesture and to celebrate the birthday of their friend Ann (Shenaz Treasurywala), they land up at a pub which predictably gets raided. How they escape from the clutches of the police and what fate has in store for them, forms the crux of their story.In the third narrative, Vijay Raaz and Deepak Dobriyal, work as flunkies for the local gangster. After collecting the protection money from a film producer, how greed overcomes them, forms the crux of their fate.What keeps the quirky characters afloat are the spunky, rustic dialogues that are gags by themselves. For instance, when Angad asks his older brother about his sexual preference, Saif in his typical style blurts out, “Madame Curie, curious,” he asks this after Saif’s escapades with a transgender. The dialogues between Saif and the transvestite also bear testimony to this.On the performance front all actors have put their heart and soul into their characters and they shine on screen. Unfortunately the characters are two-dimensional and cardboard thin. Of the supporting cast, Sobhita Dhulipala as Zubin’s girlfriend, Amyra Dastur as Neha – Angad’s fiance, Isha Talwar as the wedding photographer and Saif’s love interest, Treasurywala as Ann along with Shivam Patil as her boyfriend Jason who calls himself “Jehangir Jehangir” have their moments of on screen glory.Overall with good production quality, director Akshat Verma’s attempt at this noir comedy is engaging but it goes without saying that the script material tries to sell itself a little too hard.last_img read more

Whats That Song Apples iOS 8 May Be Able to Tell You

first_imgApril 17, 2014 Growing a business sometimes requires thinking outside the box. Opinions expressed by Entrepreneur contributors are their own. Love that song that’s playing but don’t know what it’s called? Apple’s next iOS may be able to help you figure out.The iPhone maker is reportedly partnering with Shazam Entrainment., whose app helps users identify songs by listening through a phone’s microphone and matching it to a database.The new feature will be integrated directly into the software and won’t require users to download a separate app, according to a report published by Bloomberg. Users will be able to access the feature through Apple’s voice activated search feature Siri.Related: 6 Ways to Extend Your iPhone Battery Life After Updating to iOS 7.1The new Shazam-based music discovery feature could be debuted as early as June 2 when Apple unveils iOS 8 at its World Wide Developer Conference in Cupertino, Calif.Shazam can already take credit for millions of song downloads from the iTunes store thanks to a built-in link. And with upwards of 90 million regular users, Apple’s move could be aimed at reinvigorating its overall music offerings, especially as download sales have slowed and users have gravitated more towards internet streaming services like Spotify and Pandora.Related: Apple Engineer Provides Rare Glimpse Into iPhone Invention SecretsLast year Apple introduced iTunes Radio, an ad-supported Pandora competitor with plans to take it international in the near future. The company is also thinking about making iTunes Radio a standalone app instead of as a feature within the iTunes store as it is today.Apple has also reportedly internally built a subscription based service to compete with companies like Spotify and Beats Music but has kept from releasing it to avoid hurting download sales.Related: Want to Text and Walk and Still See Where You’re Going? Apple Has a Patent for That. Free Webinar | Sept. 9: The Entrepreneur’s Playbook for Going Global 2 min read Register Now »last_img read more