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February 13, 2013

Latest news on mobile apps

Industry Highlights

New from Lane Bryant: A shopping app that listens
The new Just for You online and mobile shopping tool from apparel retailer Lane Bryant seeks input from users and recommends specific pieces based on the data, the company says. The application asks questions beyond size and shape, delving into personality traits to help shoppers find the best fit. The Columbus Dispatch (Ohio) (2/11)

Marketing & Monetization

Microsoft reveals 4 "impressive" in-app ads for Windows 8 tablets
Microsoft is hoping to set its Windows 8 platform apart with the unveiling of four new in-application ad campaigns for tablets -- a Delta ad within NBC News' app, a Jeep campaign within AccuWeather, Ford within the Chicago Tribune app and Paramount's "Jack Reacher" within the BBC Top Gear app. The strategy "is part of an overall shift away from selling pre-packaged media to buyers," writes Mike Shields. "The results are impressive. ... Microsoft seems to have unleashed the creative potential of tablet ads," he writes. Adweek (2/12)

Tablet search ads could earn Google $5B, analysis shows
Google's search-advertising business could generate $5 billion from tablet ads in 2013, according to a Marin Software analysis. The effectiveness of Google's tablet search ads increased 31% during 2012, the analysis says, with tablet conversion rates set to overtake those of desktop ads by year-end. The Wall Street Journal/Digits blog (2/12)

Wireless Ecosystem

Facebook wants to be the go-to source for app discovery
Facebook wants to be the application-discovery platform of the future. The social network is now integrated within 200,000 apps, according to Vice President of Partnerships Dan Rose, and accounts for 23% of all mobile-app engagement time, per comScore. "We are trying to find the right balance between delivering a great user experience and creating value for partners by sending traffic to them and honoring their content," Rose said. In addition to games, Facebook wants to highlight book, movie and fitness apps this year. CNET (2/12)

Report: Majority of mobile video views are on iOS devices
Three-fifths of all mobile video views last year were on iOS devices, compared with 32% for Android-based devices, according to FreeWheel, a video monetization firm. Mobile videos leaped to 12% of all online videos viewed in 2012, up from 2% the previous year, FreeWheel's report estimates. Apple's 60% viewing share broke down to iPhones, 30%; iPad tablets, 24%; and iPod touch devices, 6%. TechCrunch (2/12)

Marketers Needs

Yahoo CEO outlines mobile's role in boosting impressions
Yahoo CEO Marissa Mayer on Tuesday discussed mobile-centric prospects for the company's online discussion boards and outlined steps being taken to increase usage of Yahoo's sites. Mayer said Yahoo will reduce its number of mobile applications to about 12 core apps. She was critical of Yahoo's mobile-mail experience, and said she will seek to strengthen ties to Facebook as a way of "bringing valuable content to our users." Separately, Yahoo said it has bought Alike, a mobile-app-recommendation outfit. Business Insider (2/12) , Bloomberg (2/13) , Computerworld/IDG News Service (2/12) , The Wall Street Journal/Digits blog (2/12) , CNET (2/12)

Developer Corner

HTML5 manifests are "emulating failure," developer says
HTML5 application manifests are "emulating failure" by forcing developers to choose among numerous packaging formats, says HTML5 expert Bruce Lawson. That makes it hard for HTML5 to deliver true cross-platform interoperability, Lawson explains. NetMagazine.com (2/11)

Public Policy

Obama announces executive order on cybersecurity
President Barack Obama says he has signed a cybersecurity executive order that aims to boost data sharing between the government and the private sector and to serve as a launchpad for best practices related to online security. "We cannot look back years from now and wonder why we did nothing in the face of real threats to our security and our economy," Obama said in announcing the order during his State of the Union address. The Hill/Hillicon Valley blog (2/12) , Computerworld/IDG News Service (2/12)

Immigration groups, tech industry argue for more visas
Tech companies and immigration advocacy groups are joining forces to lobby for more visas for highly skilled workers, which IT companies believe are key to filling talent gaps. AOL co-founder Steve Case will testify at an upcoming hearing on immigration reform. The White House has indicated it's on board with revamping immigration law and boosting more visas to spur innovation. The New York Times (tiered subscription model) (2/12)

MMA News

Nominate your true marketing superstar for DMEF's Rising Stars Award today!
The MMA, in support of the Direct Marketing Educational Foundation (a non-profit supporting marketing education), would like bring to your attention the DMEF Rising Starts Award. This award recognizes up-and-coming marketing leaders under 40. Candidates must have achieved outstanding results in the field of marketing, which distinguish him/her as a leader in the field; and must be recognized among peers for unparalleled service, such as mentoring young professionals, contributions to or commitment to further education among students and peers, to name a few. If you know of a rising star, submit your nomination online by Friday, Feb. 15: Nominate your Rising Star.

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