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13 startups that wowed us 0

I think we can all agree that the world needs another startup competition. There are, by my count, just 37 currently, and 38 is clearly the magic number. With that in mind, I offer this short list of companies that appear to have the stuff to move the needle for marketers.

Mobile

Yinzcam offers a unique premise on the mobile experience for sporting events. Fans in the stands can check out more than a dozen up-close video streams of the game action on their smartphones. In addition, they can access a treasure trove of information about teams and players. They offer nifty integrated mobile marketing experiences encompassing video, display, LBS, sponsored content, and more. Very cool — even if they are Penguin fans.

MotiveCast is a combination location-based casual game AR experience that has to be seen to be believed. Imagine consumers interacting with your brand in real-world environments using their smartphones. With MotiveCast, users interact in engaging and attractive gaming experiences that blur the line between real and virtual — no need to imagine anymore.

Social

Zuberance is a fan amplification service that identifies your superfans and asks them to help you out by publishing reviews and spreading the word about your brand. You’re not paying them to do it — they do it because they have demonstrated real affinity for your brand.

Badgeville enables you to offer virtual badges when consumers take desired actions on your site. For example, when a consumer writes a review of a book you are selling, he is rewarded with a badge. I love the concept of recognizing your loyal site visitors!

Targeting

I also love Tynt, which incorporates a new data set into the ad targeting sphere — it analyzes the content you cut and paste from web pages. Apparently it’s the most common way that we socialize content to one another, and it reveals a whole bunch of about who we are and what we care about. Fresh content-rich data set — the taste your whole family will love!

Clovr Media lets consumers upload special online deals and discounts onto their credit cards. When they check out using that card, their accounts are credited with the savings.

Shopper Marketing

AisleBuyer enables consumers to pay for products using their smartphones — without going to the check-out. It also distributes offers and product information for consumers who want to learn more and save.

NearBuy Systems offers an in-store smartphone-based service that provides “turn by turn” directions to get people from where they are standing to any item they covet. NearBuy can get a person to within 4 feet of any item in addition to featuring a way for stores to offer information to consumers when they have questions.

Video

BlurbIQ offers a way to make your brand videos interactive by asking consumers to answer questions about your messages as they play. Think transformation. Your videos go from ad to game and from interruption to activity.

AdGenesis identifies people who are interested in watching your video marketing messages and rewards them when they do so. Instead of interrupting users as they try to watch content, this service goes deep with the people that care about your brand and category.

Wild cards

Submishmash makes it easier for brands and pubs to manage the process of soliciting, accepting, managing, and publishing content. Instead of an endless tide of emails, content solicitors get a simple, clean, feature-rich collaboration platform. Use it for sweeps, articles, contests, UGC videos, etc.

Trada is a crowd-sourced SEM solution for small and medium-sized businesses that leverages the knowledge of multiple search experts through a CPA model. A brand posts a CPA offer, and Trada community members hit the search engines, developing search programs that they hope yield a nice spread between their costs and the bounty.

In the “I don’t get it but I am watching” category, AdKeeper is a standout. It’s a service that enables consumers to save and refer back to banner ads. I don’t fathom why a consumer would want to save a banner, but I’ve been wrong before, and these folks have the resources to make a go of it if there is a “there” there.

Small business drives innovation in every business, and digital marketing is no exception. I think these companies have the stuff to make them worth a look.

Thanks to iMedia Connection for publishing this first!

Posted on: 08-2-2011
Posted in: Oldest Living Digital Marketer

Start-Up Watch COD: Clovr Media connects the digital promos shoppers see with their credit and debit cards 0

Over the past couple of years, a number of companies have been working on a way to definitively tie online advertising to offline sales. Nielsen and IRI are partnered with a variety of ad networks to use their scanner panels as a way of demonstrating estimated volume impact of banner ads. Solutions like GSN deliver marketing messages to consumers at what they call the Moment of Decision – when consumers are planning their shopping trips on grocery chain websites.

A start-up called Clovr Media is taking a different approach by directly connecting banner, video, text, and mobile ads to the user’s credit or debit card. It’s what they call a CLO, a card linked offer.

It works like this:

•You see a Clovr enabled ad online.
•You click the ad to grab the offer
•The offer is then tied to the credit or debit card associated with the account
•When the user makes the purchase and uses the associated card, they get the savings automatically.
•The savings appear on their credit card statement, after purchase

Here’s the how it works vid:

Retailers benefit by reducing handling costs for ROP or online printable coupons, while reaping the benefits of increased sales driven by the offer. Because Clovr requires no interaction at the POS, it requires little or no effort from retailers to participate.

Consumers get an easier way to accrue savings on their everyday purchases. The offering seems “greener” as well, and eliminates the possibility of forgetting your coupons at home and whatnot. Additionally, the Clovr ads are targeted to opted-in users via data on their past purchases, which increases the relevance of the ads and offers they see.

Brands get to foster broad scale adoption of their offers; the ease with which savings are associated with a card means that more people are likely to participate than would clip coupons. Further, the challenge of traditional and tradigital coupons is that they are very likely to reach a deal prone consumer that won’t grow into a loyal user over time. Their affinity is to saving, not a brand.

On a more strategic level, the brand is getting full accountability for the sales impact of its banner marketing efforts. Since many of the existing methods for linking online advertising with online sales are limited to certain sites and networks, the more comprehensive footprint of Clovr may prove compelling.

The biggest winner, though, may be the bank issuing the card you associate with your account. Not only would members be more likely to charge their groceries, they would also be more likely to always use the card associated with their account. Banks call this being “top-of-wallet”, and it is one of the juiciest and most challenging goals of that business.

At any rate, there are some clear benefits to this service, and I think it makes a great deal of sense to keep your eye out from them as they grow in size and partnerships.

Thanks to ad:tech for publishing this first.

Posted on: 04-23-2011
Posted in: Oldest Living Digital Marketer

The Companies That Interest iMedia Agency Summit Attendees – Part One of Four (A through C) 0

Thanks to iMediaConnection for publishing this first.

One of the new traditions of the Agency Only Day at iMedia Summit is to survey attendees about the things that most intrigue them for the months ahead. This year, we surveyed the agency leaders asking the following question:

We’d like to get the group sharing about the innovations they have found/are impressed with. Are there specific new companies/offerings you find particularly intriguing at the moment and are seriously considering for use in 2011?

In total, the group identified 21 companies they found noteworthy. The key themes seem to be analytics, automation, and simplification, which makes a lot of sense in our increasingly fragmented environment.

Because several of the companies were new to me, and on the principle that there may be others in the iMedia Connection audience who could not attend the event but still might find these companies interesting, I put together the following summary. Before anyone contacts me wondering why their company wasn’t on the list: If your company is on the list, its’ because you were listed in at least one survey response. If you aren’t, it’s because no one listed you in their survey response.

AdKeeper: is a virtual clipping service that enables consumers to clip ads that interest them for later review. AdKeeper overlays a “keep button” on every ad you see as you browse the web. If you are interested in the info, or video, or offer in an ad, you simply click the keep button and it is placed in your AdKeeper. Yu can later review these offers, send them to friend, and print them. Here’s the explanatory video:

Better Advertising is a privacy and choice platform for media delivered through advanced targeting. It gives businesses an easy, standard method to provide evidence of compliance with industry guidelines and provide consumers with more transparency into, and control over the interest-based advertising (another term for BT) they receive. By empowering consumers and earning their trust, businesses build their brands, participate in BT with confidence and generate better advertising results.

Clear Saleing is a marketing optimization engine that helps agencies and marketers measure the success and impact of various digital marketing efforts, and optimize the mix based upon profitability. Best suited to online purchases, the offering tracks profitability across media, ensures the impact of various media are accurately attributed, and helps optimize digital plans with a portfolio perspective. Get the sponsored Forrester report on the profit impact of Clear Saleing here.

Many of us are already familiar with Clear Spring as they have been around for a while. Their message for advertisers today is as an “Audience Platform” that enables advertisers to reach the right users at the times they are ready to act. They focus on two kinds of audience aggregation: intent-based segments at various points in the purchase cycle, and influence segments composed of people likely to share messages to social media. These super sharers help brands generate a greater virality in social media. Clearspring segments/data are available through the leading demand side platforms. The basis of their data collection and segmentation is gathered from their “Add This” button network that makes content sharing easier. By collecting data at the point of share, Clearspring gets a strong picture of people’s interests, intents, and passions.

Clovr Media is a consumer service that lets consumers send offers directly to their credit or loyalty cards. These Card Linked Offers (CLOs) replace coupons, digital coupons, and other tangible discount media. They also make the results of online promotional activity trackable with 100% attribution. There are consumer advantages, of course, but also tremendous advantages for manufacturers and retailers. The process of manually dealing with printed coupon redemption is one that resembles the children’s game Mousetrap, so having it all occur digitally is a boon for all. Here’s the vid that explains it all.

ChaCha is a mobile answers service that lets consumers ask questions from a variety of locations (mobile, iPad, PC) and receive answers quickly from human guides. Advertisements support the service and are delivered in text messages, as graphical phone ads, as sponsored online results, and as in app ads. A sponsored frost and Sullivan white paper on how brands can work with ChaCha is available from this page.

Posted on: 01-3-2011
Posted in: Oldest Living Digital Marketer