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February 27, 2013
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  Industry Highlights 
  • Tinder stands out with simple structure, popular ratings profiles
    The Tinder dating-application differentiates itself with a "simple, flirty interface that is undeniably fun," merging the interest "of rating profiles, popularized by Hot-or-Not, and the excitement of apps like Grindr that let people browse photos of people nearby who are eager to meet up," into a effortless package, Jenna Wortham writes. Using Facebook connections, the Hatch Labs application claims to have made 20 million matches so far. "It helps you get to know the people around you, but limits conversations until you're actually interested,” CEO Sean Rad says. The New York Times (tiered subscription model)/Bits blog (2/26) LinkedInFacebookTwitterEmail this Story
  Marketing & Monetization 
  • Report: Digital rewards drive higher CTR than regular discounts
    An Ifeelgoods report said consumers are clicking through at a rate of 12 times more when offered digital rewards on Apple's iAd campaigns vs. regular discounts. Ifeelgoods' client saw that kind of boost when it started offering iTunes credits in ads, and other retailers including Wal-Mart, Coca-Cola, Kimberly-Clark and L’Oreal are catching on. "You should give them what they want, which means the digital content. Then you can attract them," Ifeelgoods' Michael Amar says. Mobile Marketer (2/27) LinkedInFacebookTwitterEmail this Story
  • Google exec says "skippable" ads are migrating beyond YouTube
    The "skippable" TrueView ads common on YouTube are coming to a variety of applications and games, according to Google Senior Vice President of Advertising Susan Wojcicki, addressing the IAB at its Annual Leadership Meeting. Wojcicki says that the employment of skippable ads has led to a 40% reduction in the number of YouTube viewers who have clicked away from videos when shown a pre-roll commercial. "All ads will be measured, but clicks are only one measurement type," Wojcicki added, bemoaning a lack of "good metrics" for measuring performance for such ads. Adweek (2/26) LinkedInFacebookTwitterEmail this Story
  Wireless Ecosystem 
  • Fear of an Apple tracking-cookie "crackdown" unwarranted so far
    Concerns among developers that Apple has been rejecting applications that are using HTML5 first-party cookies to track users are unfounded, writes Erica Ogg. Some developers thought, and a recent study suggested, that Apple was beginning the push of its Advertising Identifier. "It is very possible that Apple will eventually want to move all apps over to the Advertising Identifier. But whatever is happening now isn't really comparable," Ogg writes. GigaOm (2/26) LinkedInFacebookTwitterEmail this Story
  Marketers Needs 
  • Coke markets CIAA tournament, events with mobile app
    Coca-Cola is stepping up marketing efforts around its Central Intercollegiate Athletic Association basketball tournament sponsorship with a new mobile application, writes Chantal Tode. The app will use an interactive map, schedule and push notifications to attract fans to the Charlotte, N.C., event. "The Coke Zero drinker is very mobile savvy, so we wanted to develop a way to gather information about the CIAA via a mobile platform – which we feel connects with our target audience better than a website or a brochure," says Coca-Cola's Lauventria Robinson. Mobile Marketer (2/27) LinkedInFacebookTwitterEmail this Story
  Developer Corner 
  • Kendo UI: Developers using HTML5 to expand in 2013
    Seventy percent of North American developers use HTML5 to build both mobile and desktop applications, and 90% plan to utilize it this year, according to a Kendo UI survey. "Only 15% of developers would go native-only when building an app for multiple platforms, a stat that might be a little shocking to those witnessed Facebook famously and loudly abandoning HTML5 development last year," writes John Koetsier. Only 24% in the developer community think HTML5 is "overhyped," the study said. VentureBeat (2/26) , VentureBeat (2/26) LinkedInFacebookTwitterEmail this Story
  • Google enlists developers to add Google+ button to apps
    Google is encouraging Web and mobile developers to integrate Google+ login buttons into their apps, promising a unique "seamlessness," writes Jolie O'Dell. Google executives say the use of its log-in button provides advantages while not excluding the use of Facebook and Twitter authentication, for example. "One advantage that Google+ has over Facebook, however, is that it's encouraged its users to categorize their relationships and friend groups from the start," O'Dell writes. VentureBeat (2/26) LinkedInFacebookTwitterEmail this Story
  Public Policy 
  • FTC's mobile crackdown puts industry on notice
    The Federal Trade Commission has launched a multifront effort to protect consumers against cybercriminals and to safeguard their privacy from mobile applications that has put device-makers and developers on their heels. The crackdown could lead to fines against Google, Apple and application developers as well as regulations that analysts say could severely curtail the mobile-advertising market and stifle innovation. Bloomberg (2/26) , CSO (2/26) LinkedInFacebookTwitterEmail this Story
  MMA News 
  • Webinar: Creating an Effective Consumer Engagement Channel Using Mobile Messaging
    More than ever, mobile is a key customer engagement channel that enterprises need to master. Companies who have embraced mobile have found it to be the primary channel to interact with their customers. With the rise of smartphone ownership there are more ways than ever to engage with consumers -- mobile web, applications, push notifications, Apple's passbook, QR codes and more. It is very easy to overlook the workhorse of mobile marketing, the humble SMS. Along with voice, SMS is the only service that works on 100% of mobile phones, requires no app to install, no data plan and no user training. In this webinar we will be working through the process of creating a successful mobile messaging strategy. Key Takeaways: How to create a world class mobile messaging strategy; Regulations -- what are they, how to stay compliant; Examples of best practice global companies; Key resources to get you started. Register today! LinkedInFacebookTwitterEmail this Story
  • MMA's Greg Stuart to keynote at Borrell Associates Local Online Advertising Conference, March 4-5, New York City
    Borrell Associates forecasts local online ad spending will grow threefold over the next five years, from $18.7 billion today to $51.2 billion by 2017. This is an opportunity that cannot be ignored. Join industry leading speakers including Seth Godin, one of America's foremost marketing gurus, Gian Fulgoni of comScore and the MMA's Global CEO Greg Stuart, for one of the largest gatherings of local online media executives on March 4-5, 2013, at the Grand Hyatt in New York. Don't miss your chance to learn which companies are seizing the greatest share in their market, network with other industry leaders and hear perspectives focused exclusively on local. Register today. LinkedInFacebookTwitterEmail this Story
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If you want to truly understand something, try to change it."
--Kurt Lewin,
German-American psychologist

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