In a recent brainstorming session, the IEG Consulting team took a look at how mobile applications – a key part of the ever-changing digital landscape – can be monetized for sponsorship revenue.
Click the headline above to read the full article. However, here is the key take-away:
"Regardless of the category, the big takeaways for mobile applications remain clear; sponsorship of mobile apps needs to follow the same principals of sponsorship in a traditional setting.
- Enhance the experience, don’t badge it: Go beyond mobile display advertising to add value. Apps shouldn’t be cluttered with pop-up or banner adds. Instead, separate windows or platforms should be developed for sponsors.
- Fit is critical: Providing an authentic experience is key. Sponsors should fit with the audience and be a natural extension of the app. For example, Campbell’s sponsorship of Epicurious (gourmet recipe app) earlier this year was a wrong fit from the start. Epicurious users by nature are more likely to make homemade soups by using ingredients from an upscale grocer than sample the latest canned soup from Campbell’s. The two brands did not align well.
- Less is more: Start by building a solid partnership with one brand – and focus on getting that relationship right. It’s difficult to service and fulfill a suite of new sponsors and simultaneously develop new platforms for multiple partners’ content.
And lastly, it’s most important to keep in mind that any sponsor integration should excite its users, not annoy or anger them. Sponsors and developers have much more on the line if their partnerships are poorly activated – since termination of an app and its user experience is only a click away.”
In a throwback post all the way to August 2011 — here’s a look at how to define your digital and social media sponsorship inventory.