Social Ad Metrics: Two Ways To Measure Success

With marketers ponying up $6 billion for social campaigns in 2011, social media has clearly outgrown the experimental stage. Of course, there remains the problem of determining whether it is working or not.

In order to determine effectiveness, two firms are launching their own social metrics. DataXu unveiled DX Social its effectiveness tool for Facebook campaigns, designed to gain insights gleaned from DataXu’s display and video ad platforms to Facebook campaigns.

“[Linking performance data from Facebook and display ads allows marketers to] decrease the randomness of throwing money at all of these things that are disconnected,” said Mike Baker, CEO of DataXu.

At the same time, Merkle has launched the social measurement product Merkle Connect. It uses the company’s existing trove of CRM data about a customer set, valuing each Facebook fan, share, and like in order to help marketers decide how to mold their social campaigns.

“Without knowing what to do (with their Facebook pages), most marketers default to a mass media social strategy we call ‘Wall Talk,’ which is throwing something onto their wall and hoping people find it engaging,” says Rich Fleck, vp and general manager of Merkle Connect.


Gaming Networks A ‘Necessity’ In A Few Years, Says Activision Executive

Call of Duty Elite is one of the biggest elements that Activision is rolling out for the game this year. Activision VP of digital Jamie Berger indicates that such social methods will be a necessity in the near future.

“We believe that a 24/7, year-round services strategy that broadens the game experience beyond just playing is going to be a necessity,” said Berger. “Right now, it’s an option but in three to five years, it won’t be. To support a diverse player base, you will have to have a services and ongoing content strategy. I don’t see how games are going to manage without that. Elite is about Call of Duty being bigger than ever five years from now and laying the groundwork for that.”

Source: MCV

Just Dance 3 Wants To Introduce You To Katy Perry

On the official Facebook page for Just Dance 3, a new app called “welcome” invites fans to check out new video content and enter to win tickets to meet Katy Perry. Fans can also enter to win a sweepstakes and win prizes like an “I heart Just Dance” t-shirt, branded sunglasses and headbands. Browse through gameplay videos featuring songs from artists like LMFAO, Britney Spears, Rhianna and Barbra Streisand.

Al Gore Invents The IPhone 5

Despite all the reports that the iPhone 5 is coming in October, Apple has yet to confirm or deny any reports about the device. However, U.S. Vice President Al Gore and current Apple board member may have given the most official confirmation yet.

“Not to mention the new iPhones coming out next month,” said Gore at the Discovery Invest Leadership Summit in South Africa. “That was a plug.”

Brilliant advertising or sign of poor messaging at Apple


Sony Tablets Get Gameloft Support

Gameloft has announced that they are supporting Sony’s upcoming tablets with optimized games. The French publisher announced that games like Asphalt 6: Adrenaline HD, N.O.V.A. 2 – Near Orbit Vanguard Alliance HD, Real Soccer 2011 HD, Spider-Man: Total Mayhem HD, and Green Farm HD will be directly accessible on Sony’s upcoming tablets.

“The convergence of high performance, a stunning display, and the focus on a networked device provided by ‘Sony Tablet’ devices perfectly complements Gameloft’s high quality games and online multiplayer functionality,” said Gonzague de Vallois, Senior Vice President Publishing, Gameloft. “The high impact of the ‘Sony Tablet S’s’ large display along with the unique dual screen configuration of the ‘Sony Tablet P’ truly enhances the overall entertainment value of the gaming experience.”

“We are extremely pleased to offer our customers access to Gameloft’s exciting entertainment contents through ‘Sony Tablet’ said Makoto Ishii, General Manager, Product Planning Dept. No.2, Business Planning and Strategy Div., VAIO & Mobile Business Group Sony Corporation. “I’m convinced they will enrich the user experience of our upcoming tablets.”

Google Optimizing For Mobile Ads Before Holidays

Google is looking to make their ads more mobile friendly. Their mobile optimization will now be included in Google’s “ads quality” ranking, which (along with pricing) determines what ads get served when.

What this means is that mobile-friendly websites are more likely to be linked by Mobile results. A survey in February found that 79 percent of Google’s largest advertisers don’t have mobile-friendly websites, so this could be an incentive.

“We cannot expect that every site will dramatically or magically become mobile optimized,” says Surojit Chatterjee, who leads Google’s mobile search ads team. “[However, mobile-friendly sites can] drive more traffic at a slightly lower cost.”

Mobile-friendliness is key, since a recent survey indicated that 61 percent of respondents indicated they would be unlikely to return to a website if it doesn’t perform well on their mobile phone. The timing is sensitive too; 15 percent of all Black Friday searches are expected be mobile.

Source: AdWeek

FIFA Ultimate Team Connects Across The Web

On the official Facebook fan page for FIFA 12, a new app allows fans to view video about and of the game as well as pre-order to receive ultimate team gold packs. The ultimate team features are also detailed on the official site for the game and explains the ways that FIFA Ultimate Team Web will extend the console experience of playing the game. FUT Web allows fans to manage their squads and optimize the chemistry of their line-ups anywhere that they’re connected to the internet. Fans can compete against friends, other players and participate in a massive online community testing their skills in weekly global tournaments for in-game coins and trophies.

Live The Origins Of The Song Of Ice And Fire

A new website for the video game adaptation of the George R. R. Martin’s bestselling series of novels “A Song of Ice and Fire” has been launched. A Game of Thrones: Genesis is a strategy game where users must use their political prowess as well as strategic and military skills to succeed. Sections on the site detail the different Houses of Westeros from the Taragysen, Stark, Tyrell and Lannisters. A map of Westereos that resembles in the in-game map gives fans a bird’s eye view of the barren wasteland.