Socialmedia.com Creates New Method to Target Social Application Audiences Called...

Socialmedia.com Creates New Method to Target Social Application Audiences
Called Appographics(TM)
Releases results of study showing dramatic differences in ad performance
across Appographic(TM) groups

PALO ALTO, Calif., July 28 /PRNewswire/ -- Socialmedia.com, the largest
independent social media advertising network, today announced a new method for
segmenting social application audiences called Appographics(TM). Traditional
market segmentation techniques rely upon geographic, demographic dimensions to
categorize audiences into segments targeted by advertisers. These traditional
segmentation techniques do not enable marketers to properly target audiences
based upon the type of applications and how they are being used. With over
25,000 "apps" on Facebook alone, Appographics(TM) enables targeting around the
type and purpose of app being used, aligning the marketer's objectives with
the appropriate Appographic(TM) segment.
(Logo: http://www.newscom.com/cgi-bin/prnh/20080429/AQTU109LOGO)
Socialmedial.com released results of a study analyzing click through and
conversion response rates across Appographic(TM) groups, with the study
revealing wide-ranging results across various types of applications. These
variations are something marketers should take into account to ensure their
campaigns are optimized. For example, the click-through rate for quiz
applications were more than double the average across all types of
applications and more than five times the rate for specific types of games.
Conversion rates varied dramatically as well, with travel, utility and self
identity applications having the highest conversion rates.
"We created Appographic(TM) segmentation schemes because the existing
content-based methods for classifying social applications do not lend
themselves to a marketer's goal of targeting these audiences," said Eddie
Smith, VP of marketing and business development for Socialmedia.com. "Facebook
and other social networks have grouped applications into their own content
taxonomies to facilitate searching for consumers, but these groupings are
often broad and do not specifically classify the type and use of applications.
Segmenting users around application types captures these nuances both from a
quantitative performance perspective as well as aligning advertising brands
with appropriate applications being used."
Leading advertisers including Universal Music Group have embraced
Appographic(TM) targeting as a way to fine-tune creative to fit specific
interests and application categories. Universal Music Group used it to promote
their latest Weezer campaign.
To view the "Appographics(TM): A New Way to Segment & Target Social media
Audiences" report in full, please visit:
http://socialmedia.com/sites/all/themes/social/images/
appographic_whitepaper.pdf
About Socialmedia.com:
Socialmedia.com is the largest independent social media advertising
network, delivering ads within 5,000+ applications running on Facebook, Bebo,
Hi5 and MySpace. The company has created the Socialmedia Advertising
Platform, enabling advertisers to effectively reach over 30 million monthly
unique users through its network. The company's platform allows developers of
social media applications to monetize their traffic from advertising.
Socialmedia.com has learned what developers and advertisers need first-hand,
having internally produced hit Facebook applications such as FoodFight (throw
virtual food at your online friends) and Happy Hour (send that friend a
virtual cocktail), which have been installed by over 10 million consumers.
Socialmedia.com is based in Palo Alto and San Francisco, CA. Interested in
joining the conversation? Please visit: http://www.socialmedia.com/
SOURCE Socialmedia.com

Hollis Guerra of blast! PR for Socialmedia.com, +1-919-833-9975, ext. 14,
hollis@blastpr.com