Thu Jun 05 2014
  Read the Original Post Here: Are you lucky? If you think so, congratulations. If not, there is good news. You can improve your luck. Cynics may note, correctly, that we can’t control the weather, prevent natural disasters or determine when or to whom we are born, but there are strategies for measurably improving our luck in important situations. To improve your luck, improve your odds. Buying two lottery tickets instead of one doesn't change much but we do increase the chance of a lucky result when we  increase the number of opportunities for something good to happen. For example, a typical sales pipeline is 100 calls resulting in 10 meetings that yield one sale. Making more calls will lead to more meetings that result in more sales. Junior sales people soon learn volume improves their odds. To apply the volume strategy to networking, meet with many people briefly but long enough to establish meaningful rapport. Meeting more people increases your odds of making a valuable connection. Multiply this approach by attending one networking event a week and watch your luck improve rapidly. I’ve employed the networking strategy with good results. Once I made a great hire through a chance encounter on an airplane, another time I closed a significant business partnership by attending an obscure Meetup for just 15 minutes. Opportunity is everywhere, if you are open to finding it in unusual places. Sometimes less, not more, improves our odds. Reaching the top of the hyper-competitive US mobile app space is extremely difficult. The odds of reaching number one are much better in smaller English language markets such as Hong Kong, Singapore or The Netherland, which results in far more awareness of the app when it is introduced in the U.S. or U.K. Believing you are lucky becomes a self-fulfilling prophecy. There is research that shows good luck charms improve confidence and that has a measurable impact on performance. Once you focus on becoming lucky, and get better at creating positive outcomes, more positive outcomes will follow. This positive spiral is also known as a network effect. These strategies won’t improve your odds of picking a winning lottery number, regardless how many tickets you buy, but for life's big opportunities, this is the only luck you need. You only need one lucky encounter to Land that great job, makie a once-in-a-lifetime investment or close the big sale. Good luck!
Tue Jun 03 2014
The Line Started Real Early! WWDC Attendees were excited for Apple Pie WWDC Attendees were excited for Apple Pie Shawn couldn't give out our WWDC iPhone cases fast enough! Shawn couldn't give out our WWDC iPhone cases fast enough! Our CTO Amit talking with a WWDC Attendee Our CTO Amit chatting it up with a WWDC Attendee The billiard tables were non-stop all evening The billiard tables were non-stop all evening Ankit having fun with other developers! Ankit having fun with other developers! It was all smiles at WWDC It was all smiles at WWDC
Tue Jun 03 2014

Updated 1:24pm 06-03-2014 Developers continue to uncover new and interesting features in iOS 8.  This morning it was discovered that iOS 8  provides app recommendations based on a user's location, read more here. These recommendations are both apps that are already installed on the device along with apps that have not been installed. This feature opens up a bunch of use cases, especially for brands with brick and mortar locations. The idea of iOS 8 recommending apps that have not been installed is also brings up some interesting questions. This is still the first edition of the beta so we will see how things evolve over the coming months. -------------------- Apple just wrapped up the keynote for their WWDC (Worldwide Developers Conference) here in San Francisco. While the keynote address at WWDC is primarily directed at developers, it can be important for iOS publishers and mobile advertisers. It provides insight into Apple’s thinking, their software development roadmap, and future plans regarding how the iPhone will evolve. These are the new features Apple announced that mobile app publishers and advertisers will want to know about. Apple Improves App Discoverability in the App Store The most significant announcement for app publishers and advertisers were updates made to the iTunes App Store. There will now be an Explore tab, with trending searches, faster search, related searches, editors picks and discounted bundles. This will makes it easier for users to discover new apps, providing them multiple ways to find exactly the app they are looking for. Trending searches, which will most likely be modeled off the Twitter trending function, will show popular searches and help people find apps related to a specific topic. Discounted Bundles is an interesting new feature. It’s something that game developers have requested for some time. This feature will let a developer package up multiple apps into a single bundle, and offer the entire package at a discount. Imagine an Angry Birds bundle, that contains all the best versions of that game, or an EA Sports bundle that has all their most popular sports games in one easy to buy package. App Previews is a new feature that will allow a developer to upload a video trailer to demo their app. This is great way to promote and app and show of its unique functionality. Extensions for Apps Including Shazam with Siri iOS 8 will now allow apps to communicate more easily with each other. This is best demonstrated with Shazam and Siri. Siri can now communicate directly with Shazam, and launch that app, making it easy to identify songs through Siri when driving. This same system can be utilized by advertisers, who want to access Siri from a mobile advertisement. Third party extensions can now be developed for Safari or other apps. This makes it easy for apps like Pinterest to provide the ability to Pin an image directly from a mobile browser. It also means many popular third party extension from PC web browsers will be ported over to iOS. Plan This Summer for the iOS 8 Launch in Fall App teams will want to plan this summer. Determining how to best incorporate these new features into their app marketing. The teams that do, will gain a first mover advantage by incorporating them iOS 8 is made publicly available in the fall.
Fri May 30 2014
Registrations continue to pour in for our WWDC party on Monday, 6/2. The first 100 people in line will get a limited edition app-inspired iPhone 5/5s case. Registration is required to attend:
Get there early to get these:
Fri May 30 2014
Rishi and Will from the AdFlow team. What exactly is AdFlow and how does it work? AdFlow is TapSense’s latest ad unit (watch the video demo here). It allows Publishers to supercharge their monetization by increasing their potential impressions count by 5X. With AdFlow, when an ad is displayed, the user has the option of scrolling sideways to see further ads. There are a total of 5 separate ad impressions in each AdFlow slot. Essentially, what was previously a single ad impression is now transformed into multiple ad impressions allowing publishers to increase their total impressions volume. Since the user can exit out of the ads sequence at any point it is a non-intrusive way of increasing publisher revenue. Why should publishers use AdFlow? Using AdFlow Publishers can grow their revenue due to increased impressions. Further, Publishers can accommodate multiple advertisers in each ad slot. For example, the first impression in the ad slot is filled by the advertiser with the highest CPM and each subsequent impression is filled by advertisers offering lower CPMs. This helps encourage competition between advertisers, as they vie for the first slot and bid up CPMs. Further, AdFlow impressions can also be sold as a package of multiple ad messages to a single brand advertiser creating unique and exciting advertising experiences and delivering better CPMs. What Type of ad campaigns does AdFlow support? With AdFlow you can run app install, mobile web, and video campaigns in the interstitial view. AdFlow supports app download, video and mobile web for maximum flexibility. How do I access advertising demand using AdFlow? AdFlow is best suited for programmatic scale. Using TapSense’s RTB, ad impressions can be auctioned to multiple bidders. The highest bidder gets to show their ad in the first impression whereas the subsequent impressions are filled by bidders in a descending order of their bids. You can also flight direct sold campaigns using AdFlow to your direct advertising partners. What are the AdFlow dimensions? Does it work in the Native Ad layout? AdFlow currently is available in the full screen interstitial format for phones and tablets. We will be adding support for AdFlow in the native ad format in Table view and Collection view in our next SDK update. How do mobile publishers start using AdFlow? To start using AdFlow Publishers need to integrate TapSense Publisher SDK. If you are already working with SSPs and use other SDKs you can just add TapSense’s adapters to your base SDK. We support most major SSPs. Create an account here to download the SDK and test out Ad Flow in your app.
Thu May 22 2014
The app monetization options available to mobile publishers have expanded rapidly over the past year. This is great news for independent publishers, who were previously stuck trying to optimize low performing banner ads from mobile ad networks. With a limited salesforce and even more constraints on technology development, independent publishers need to carefully consider their options when it comes to app monetization. For 2014, we recommend that independent publishers look closely at the following trends: Native Ads Facebook pioneered this format and has scaled it to a multi-billion dollar opportunity. Driven primarily by their app download product, Facebook single-handedly created an entirely new advertising market. Sponsored posts, incorporated into a news stream, have also performed well on other publishers besides Facebook. What most publishers like about this format, in addition to the higher CPMs it delivers, is a superior overall user experience. In the past, most ad models were built on interruption or distraction that users dislike. Native formats provide mobile users with real value that’s presented in a noninvasive and comfortable way. All publishers should leverage a native strategy if it is applicable. Do they have a newsfeed or stream that they can utilize? If not, what other options are available? Some publishers have gone to great lengths to develop new products into which they can incorporate native ads for app monetization. Programmatic Buying and RTB (Real-Time Bidding) Recently, advances have been made in the mobile RTB space. Twitter’s acquisition of MoPub paved the way for mobile RTB legitimacy. It now represents a sizable portion of Twitter’s business. For independent publishers, RTB can mean that there is no need for direct sales at all. Federated Media recently went 100% programmatic. This approach not only reduces overhead, but it also helps the team stay focused. A publisher’s product and engineering can now put all their effort into scaling the business, not building monetization tools. This approach also scales internationally. Many mobile publishers have a significant portion of inventory in overseas markets, and building an international sales team is tricky. RTB platforms offer easy access to buyers, both international and domestic. Programmatic is a great solution for independent publishers. When you’re not part of large media company, building and managing a sale team is a major undertaking. RTB offers flexibility, access to multiple demand partners, and targeting data. It can also easily coexist with a smaller internal sales effort, by using the RTB platform to deliver direct sold campaigns.  Video Mobile video monetization platforms have grown rapidly over the past year. The large installed base of high end smartphones have made it relatively easy to stream TV quality video at scale. CPMs for video ads remain high, and publishers that set aside even a small portion of inventory for video will see a significant bump in overall monetization. Advertiser demand for high quality video impressions continues to surge as TV viewership declines and PC Web usage flattens. Most publishers don’t get excited about forcing video interstitials into their app. They’re correct that this approach does not yield good results. Publishers need to develop a user experience consistent with the video experience if they want take advantage of this as part of a app monetization strategy. But the investment can be worth it. Don’t Go it Alone — Select Best of Breed Partners There is now significant buyer demand supporting all of these trends, and technology platforms that can provide publishers with plug and play access to it, at scale. Publishers need to think beyond the banner and get creative about app monetization. Native, Video and RTB implementation all require a well-planned approach to implement correctly, as alignment across multiple functions is the key to success. Don’t waste time evaluating partners with a goal of selecting just one. Build relationships with multiple partners, put in place technology that will scale, and keep your options open. The market changes rapidly and you’ll want to maximize what each player can offer.
Wed May 21 2014

Recently, we have been hearing about the different changes Facebook is making to their news feed algorithm. The algorithm determines how many people see a given post to the news feed. Many have been frustrated recently that Facebook has been restricting its organic reach. This forces marketers to buy access to the users they previously had acquired through their Facebook brand page and “Likes.”

Marketers are angry and rightfully so. In fact, brands are starting to leave Facebook. You might have seen the humorous “Breakup Letter” by Eat24 that took the advertising world by storm. While this letter was filled with entertaining GIFs and funny images, its content was serious. Over the last year and a half, organic reach of brand or fan has dropped pages drop to 1-5%. With the future of social marketing on Facebook now in question, what is a marketer to do?

Pay for Reach

Realistically, this is the best option if you want to reach your audience on Facebook. Paying for advertising on Facebook does have some advantages. It’s also relatively inexpensive when compared to paid search on Google AdWords. Facebook CPCs are generally below a dollar, whereas Google’s pricing tends to be significantly more.

By paying for ads, you can now target new audiences, not just the people who have “Liked” your page. When paying for posts, remember that Facebook offers pricing on both a CPM and CPC basis. This is very relevant depending the content you are trying to promote. If your content appeals to a niche audience, use CPC so you only pay for the clicks you generate. If you’re promoting a national brand and your goal is to generate views, not clicks, use CPM to maximize the impressions you are getting.

Try to Optimize for Organic Reach

Organic reach optimization is not as scalable as other options but can be a very effective tactic for advertisers who have small budgets. Currently, the Facebook algorithm boosts reach for posts that include images and/or links. Including links in particular can give marketers up to a 30% increase in organic reach. This is a good way for smaller marketers to try to get the most out of their content if they do not want to pay for impressions.

Leverage other Social Media

Facebook is not the only social media platform out there. Depending on your company and content, Facebook may not even be the best option for you. With Twitter, you will get 100% organic reach with everything you post and if users “retweet” you then you have dramatically increased your reach. You can also pay to promote tweets and accounts based on keywords or hashtags. LinkedIn is another option that is especially great for B2B marketers. LinkedIn has never given brands 100% organic reach. It’s always been mostly a pay to play platform, which is why I believe they avoid backlash from marketers and users when they adjust their algorithms. Leveraging LinkedIn and their advanced targeting options for ads and promoted posts is a great way to get in front of a professional audience.

Content Syndication

Creating great content is hard work. You and your team spend lots of time creating it, so why not get it in front of as many eyeballs as possible? Content syndication is a great and scalable option for promoting blog content. It’s also a cost effective way to get your content in front of as many readers as possible. Instead of paying $1 or more for clicks on Facebook, you pay 15¢ to 40¢ per click for content syndication. This allows you to dramatically increase your traffic. Not only are you increasing traffic, content syndication can help you increase SEO backlinks, social media followers, downloads, and even generate leads. Leveraging multiple content syndication networks to maximize reach is strongly recommended. Just like ad networks, these content syndication networks have only certain sites on their networks. Using multiple providers will ensure the greatest reach.

Use Promoted Posts on Third Party Viral Sites

Posts from sites like BuzzFeed and go viral all the time on Facebook, Twitter and other sites. You can hire them to create great content that has a much higher potential of “going viral” than what your team could create. They are teams of data driven professionals. They’re great at creating highly engaging content and have significant viral reach on Facebook. Depending on the budget and the content, you may get more engagement with a promoted post on a viral site than going through Facebook directly.

Retarget Users Through the Facebook Exchange (FBX)

With the open architecture of the Facebook Exchange (FBX), a select group of ad tech vendors can provide buying access to some of Facebook’s right side rail and news feed inventory. To take advantage of this, search for a retargeting vendor that allows you to create “segments” of users based on the pages they visit on your site. Develop ads based on the pages they visit and drive users back to your site. This option may not expand your audience, but it will help you maximize the value from the traffic you already get.
Thu May 15 2014
Our new research report compares private mobile ad exchange data to public mobile ad exchange data, sourced from our platform data and publicly available sources. We decided to conduct this research to provide an in-depth analysis of how private and public RTB platforms perform, and to show the benefits of private RTB in mobile. There is still much confusion when it comes to the differences between public real-time bidding (RTB) and private RTB in mobile. Historically, RTB exchanges such as Google AdX have been viewed as a suboptimal monetization solution for publishers. On the web, poor implementations of public RTB, combined with a massive volume of undifferentiated inventory, resulted in downward pricing pressure on publishers’ CPMs. The private model used by large publishers such as eBay, News Corp, and others, emerged as a solution to help mitigate these problems for premium publishers. Research Highlights
  • The TapSense private exchange monetizes 213% better than public RTB in the U.S.
  • The TapSense private exchange monetizes 513% and 325% in Australia and Canada respectively.
  • Competition across the top Demand-side Platforms (DSPs) is strong, with the number one DSP’s eCPM indexing 240% above the TapSense platform’s average eCPM.
  • iPhone eCPMs continue to be the highest, with the average iPhone eCPM 111% higher than the TapSense platform’s overall eCPM.
  • iPad CTRs index lower than all other platforms, but eCPMs remain strong, at just 4% below the iPhone eCPM index.
You can download the full report for free here.
Wed May 14 2014

TapSense Research Whitepaper: RTB Comparison TapSense Research Whitepaper: RTB Comparison <> From: <> Phone: Company: -- This mail is sent via TapSense Research Whitepaper: RTB Comparison page on TapSense <> Message body: -- This mail is sent via contact form on Phasire Your message was sent successfully. Thanks. Failed to send your message. Please try later or contact the administrator by another method. * Please fill out the required fields. Please accept the terms to proceed. Email address seems invalid. Please fill the required field. Your answer is not correct. Failed to upload file. This file type is not allowed. This file is too large. Failed to upload file. Error occurred. Failed to send your message. Please try later or contact the administrator by another method. Your entered code is incorrect. Failed to send your message. Please try later or contact the administrator by another method. Date format seems invalid. This date is too early. This date is too late. Number format seems invalid. This number is too small. This number is too large. URL seems invalid. Telephone number seems invalid. on_sent_ok: "_gaq.push();location.replace('');"
Mon May 12 2014

Read the original post on WeWork here:

We’re back with part two of marketing expert Gregory Kennedy’s take on B2B lead generation strategies. If you haven’t read it, check out part one here. This post will delve into why low conversion rates are good for high growth companies. Pick the lead generation scenario you would you most like to achieve at your company: 1. 100 leads / month – converting at 5% 2. 500 leads / month – converting at 2% 3. 5,000 leads / month – converting at 1% I would pick scenario number three. Why? 5,000 leads a month, converting at 1%, results in 50 sales. And if you’re getting 5,000 inquires in a month, you’re doing something right. The other two scenarios, which have higher conversion rates, yield significantly lower sales volume. With only 100 inquiries a month, even a 5% conversion rate results in only 5 sales. This demonstrates why it’s important to constantly stay focused on the end goal in your business. With so much data available, it’s easy to worry about numbers that ultimately aren’t important. This is why we focus on just three core metrics at TapSense: the number of leads, the number of sales, and average deal size.

Focus on increasing the lead volume

For a new brand, company, or product, awareness will be low. A massive increase in lead volume will help generate awareness. But, it will also result in low conversion rates. This is good. You want to reach as many prospective customers as possible. You also want to capture their information and nurture them, through various marketing channels, to become future customers. By focusing on increasing conversion rates too early, you run the risk of not increasing awareness. You also won’t collect enough data to accurately measure exactly how many leads it takes to generate a sale. The challenge most marketers face when they first start lead generation efforts is negative feedback from the sales team, which will complain that lead quality is low and not converting. If you just started, almost all leads will be low quality. This shouldn’t be a surprise. With little or no brand awareness in the B2B market, the first three to six months of leads generated will primarily be tire kickers – people who want learn about your product. But this doesn’t mean you should focus on increasing conversion, it just means you need more leads. Nurture those leads and in time, some of them will convert.

How many leads should a growth team generate in a month?

We found that the best way to determine the number of leads needed is to start with a sales target and work backwards. For example, aim to get to 10 sales from inbound leads and measure exactly how many leads it took. While rudimentary, this helps focus the team on the outcome. In the early days, everyone will have an opinion and no one will have good data. Get as much data as possible by measuring total leads against total sales, sourced directly from inbound leads. Once you succeed at generating sales from leads, you can start to model out what your monthly lead generation goals should be. Here is the formula we use to determine monthly lead generation targets: Metric 1: Number of Leads Required to Make a Sale This first formula is used to figure out how many leads it takes to achieve a sale. Divide the total number of sales by the number of leads sourced from lead generation to determine the number of leads required to make a sale. Number of leads required to make a sale = (Total Leads / Sales from Inbound) Metric 2: Average Deal Size The next formula is used to determine your average deal size. Take the total amount of revenue from the sales from inbound leads and divide it by the total number of sales. This gives you the average deal size from inbound leads. Average Deal Size = (Revenue from Sales / Number of Sales From Leads) Metric 3: Monthly Lead Goal Formula Determining a monthly lead goal requires the first two metrics: the average deal size and number of leads to make a sale. Take those two numbers and work with sales to develop a revenue target for marketing. Divide the revenue target by the average deal size to get the number of sales required to hit the goal. Then use the number of leads to make a sale formula to determine the total number of monthly leads required to hit your goal. Here is an example with actual numbers: Our hypothetical company generated 10 sales from 852 leads, totaling $123K for our benchmark test the first month. Next month they are setting a goal of $500K. Here is the math required to calculate how many leads the growth team need to generate. 1. Number of Leads Required to Make a Sale: (852 / 10) = 85.2 2. Average Deal Size: ($123,400 / 10) = $12,340 3. Number of Sales Required to Meet $500K Revenue Target: ($500,000 / $12,340) = 40.5 4. Monthly Lead Goal: (40.5 deals x 85.2) = 3,450 In this example, the growth team needs to generate 3,450 leads to meet the revenue number, which is 40 total sales. The alternative would be to increase your conversion rate to get the 40 required sales. But this would mean achieving a 400% increase in conversion rate, or having your sales team close deals at four times the current rate, which is almost impossible. A 400% increase in lead volume can be easily achieved by opening up your marketing funnel to generate more leads.