The latest from TechCrunch
- OneRiot Believes It Has A Way To Monetize The Realtime Web With RiotWise
- The Selling Of Google AdWords
- Touching: All Rumors Point To The End Of Keys/Buttons
| OneRiot Believes It Has A Way To Monetize The Realtime Web With RiotWise | Top |
| If you’re reading this, you clearly use the Internet. And if you use the Internet, you clearly know Google AdSense. It’s pretty much everywhere (even on this site in places). But as much as Google would like you to believe they are serving up ads that users want to click on because they are relevant, these are still ads, and most people do not want to click on them. OneRiot’s new product, RiotWise, has an interesting spin on relevant ads. You see, RiotWise’s ads are only ads in the sense that someone is paying to place them in a certain highlighted position on the page. But in fact, all of these “ads” are content. And I don’t mean content like the homepage of a website, I mean stories/posts/articles about a particular topic. Just as with Google, these are served up via keywords being searched for. But unlike Google, advertisers aren’t bidding on keywords. Instead, content producers strike a deal with OneRiot to place their content in an emphasized (but clearly labeled) place in their realtime feed . The reason they would want to do this should be obvious: Clicks-throughs. Any content producer who is likely to use such a program undoubtedly already has a strategy in place to monetize their site. That is quite likely based around the traffic their site receives, and RiotWise’s goal would be to help the content producer increase that traffic. But more importantly, it would be to increase the traffic by sending highly-targeted readers whose intent is to find specific content being displayed on the page, OneRiot CEO Kimbal Musk tell us. The obvious question is: How can OneRiot be sure this is relevant content and not just a spam blog looking for clicks? As a realtime search engine, OneRiot already devotes a large percentage of its team to spam prevention, OneRiot general manager Tobias Peggs says. And OneRiot’s engine is already doing the hard work of going through millions of pieces of content to determine what is relevant and what isn’t. With RiotWise, it’s just a question of taking the content from the providers who are using the service and pulling it out to highlight it. So where will it be highlighted? Initially, RiotWise will roll out on OneRiot’s main site. This sponsored content would be housed in a right-hand column, separate from the main realtime feed, as you can see in the picture above. Yes, it looks a lot like AdSense, but it’s content. This aspect of RiotWise will be launching next week. But the bigger picture for RiotWise is to include this sponsored content in the feeds that OneRiot sends to all of its partners. This means that third-party sites using OneRiot search results will eventually see RiotWise as well. Also, it means that places which pull in one OneRiot feeds, such a some Twitter feeds, will start getting these sponsored results as well. Musk realizes that it’s important to be delicate when inserting ads into streams. He notes that just as with sponsored results, sponsored items in feed streams will be clearly labeled as such. He also notes that it’s important not to overload users with too many of these sponsored results in that setting. Ideally, OneRiots algorithms would be tailored to serve up just one sponsored result a day that a user would want to click on, he says. The key to all of this is the realtime aspect of OneRiot. Because people are becoming more and more interested in realtime search, getting access to information that is going on right now, OneRiot has been seeing strong click-through rates on items and big numbers when it comes to users doing multiple searches , we’re told. And OneRiot’s RiotFeeds product, which sends OneRiot results surrounding certain topics over to Twitter has been gaining popularity, and is also seeing big-time click-throughs on its links. A solution like RiotWise seems like the perfect idea for a new or second-tier blog that feels its content is good, but isn’t getting the exposure that some of the big guys do. As long as the content is good, OneRiot is happy to accept it, and strike a deal with the producer to take some fees on a CPC-basis, the majority of which would then be handed over to OneRiot’s partners that serve up its content. “This is the way to monetize the real-time web,” Musk says. As I mentioned above, the plan is to launch RiotWise on OneRiot first as early as Monday of next week. A couple weeks after that, the company hopes to roll out the sponsored results to its partners, letting the money sharing begin. A month ago, OneRiot raised a new $7 million third round of funding . CrunchBase Information OneRiot Information provided by CrunchBase Crunch Network : MobileCrunch Mobile Gadgets and Applications, Delivered Daily. TechCrunch50 Conference 2009 : September 14-15, 2009, San Francisco | |
| The Selling Of Google AdWords | Top |
| Throughout 2005, the year after the company went public on NASDAQ, Google commissioned multiple research agencies to run analysis on the importance of Internet search and search advertising in purchasing decisions across a variety of verticals. While part of this research – which the company probably still orders considering how important the business continues to be for Google’s bottom line – eventually finds its way to the Google AdWords product page , it’s interesting to gain some insight into what kind of studies the search giant commissioned and which conclusions the research agencies pulled from the data gathered from direct consumer surveys and other means. Below are some screenshots from internal documents used by Google to gauge the importance of keyword search in purchasing decisions for industries like B2B technology, logistics, travel, healthcare, entertainment and more which we got our hands on. Bear in mind that this data is relatively old, with some of the research going back as far as March 2005. Nevertheless, it’s a fascinating look at how Google looks at its own core business and how it apparently uses the information weeded out by research agencies to better market AdWords and related services to the verticals cited above. Below is a screenshot of a graph used in an internal Google presentation, showing survey data collected by Global Market Insite and Media Screen. The research agencies had conducted 300 web-based interviews with consumers that use the Web to research and/or purchase telecom services. In this case, they demonstrated that portals and retail shopping sites were rarely visited first by the surveyed persons when going online to research telecommunication services. 64% went to a search engine first, double the amount of people who answered that they’d visit the website of a telecom service provider before anything else. The second chart lifted from the docs reveals the agencies also found that more than 70% of all survey respondents preferred Google for their product searching needs over other engines. For the Beauty vertical, the survey also yielded some insightful data on which other influential information sources respondents indicated as important to them when purchasing beauty products on the Web. Topping the list were Print (49%) and TV (46%), closely followed by search engines searches and POS displays in stores (both 43%). Sponsored links in search results was surprisingly low in the list, with 12% of respondents saying it’s an important resource for them when buying skin care products, fragrances etc. Google also researched why people use search engines, in this case with regards to people who browse the Web in search for health-related information. The results are likely similar for most major search engines, but what I found noteworthy – considering the topic of health – is that these persons definitely don’t use search engines primarily because they consider them to be trustworthy or sources for objective information. Here are some embeds of full documents, namely research conducted on the B2B tech, entertainment and travel verticals. The Role of Search in the Business Technology Purchase Process – Use of Online for Entertainment Products & Information – Use of Online for Travel Information and Purchasing – Crunch Network : CrunchBase the free database of technology companies, people, and investors TechCrunch50 Conference 2009 : September 14-15, 2009, San Francisco | |
| Touching: All Rumors Point To The End Of Keys/Buttons | Top |
| Anyone who has followed Apple news/rumors/patents over the past couple of years has probably noticed a certain trend emerging: Apple seems to be slowly shifting its entire line of products to touch-based computing. That is to say, it’s moving its products away from buttons and keys, towards manipulation through a touchscreen interface. While obviously, MacBook trackpads have used some level of touch for a long time, this trend really started with the iPhone, which presented the first excellent use of multi-touch in a consumer device. From there, Apple slowly began adding multi-touch support to the aforementioned notebook trackpads, to the point where they all now feature it. And then of course, there’s the iPod touch, which is an iPod with multi-touch support. But where things really start to get interesting is when you look at Apple’s patents and the rumors that spin out of them. If you name any Apple product now, you’re almost for sure able to find some sort of rumor that it will be gaining touch support in the future. In fact, a few more have hit just this week; including a touch screen remote for the Apple TV and a new multi-touch enabled mouse. Touch Remote These latest two make varying degrees of sense. Apple’s current remote (that tiny white one), which comes with the Apple TV and as an additional add-on with any Mac, is pretty bad. It’s especially bad for the Apple TV, which now has so much content on it, that it can take dozens of clicks to find what you want. And God-forbid you have to search for anything (nothing is worse than text-input on that thing). But Apple came up with a very smart solution for it: Turn the iPhone and iPod touch into a remote. The result is brilliant . But would Apple really create create a new touch device that is only a remote? Such a peripheral would undoubtedly be exponentially more expensive than what it costs to produce the current Apple remote. But if Apple is finally ready to consider the Apple TV a real product (rather than just a “hobby”), it could well put in the effort to perfect a new kind of remote for a new kind of living room experience. Boy Genius Report, which is reporting on the rumor, says it comes from the same source that was dead-on in naming some of the iTunes 9 features weeks before that product launched. Touch Mouse A touch-enabled mouse is much more interesting to me. Some of you may recall my rant a few months ago against Apple’s Mighty Mouse. The device, quite frankly, sucks . And really, it continues a line of Apple mice (or whatever the plural of “mouse” is) that have been laughably sub-par. And what’s interesting about that is the reason they have been sub-par: Because Apple did not want to add multiple buttons to the thing. So in that regard, a multi-touch mouse makes perfect sense. It could eliminate the need for Apple to add more buttons to make a competent mouse, while at the same time adding new input functionality that we probably don’t even realize we’re missing with current mice (swipe left, swipe right, pinch to zoom, anyone?). And the worst part of the Mighty Mouse, in my opinion, is the track ball. The reason it’s awful is because it gets dirty way too easily, and it’s annoying to clean. Again, a mouse with say, a multi-touch top, would eliminate that ball, and thus, the headache. Touch Tablet Of course, the big fish in the touch sea is Apple’s long-rumored tablet. More rumors today suggest that device could be announced in January 2010 (which is what earlier rumors suggested as well ), and would be released sometime around the middle of 2010. I don’t think I’m going out on any limb by assuming the device is real at this point (we, along with many others, have been hearing about it for months now). So when it does launch, it will likely be the most important test yet of Apple’s touch goals. For all intents and purposes it will be a computer that is just a 9 or 10 inch screen. It undoubtedly will not have a physical keyboard, which means it will be entirely touch-based. How consumers react to this will be important. I would bet that at first, many will wish there was a physical keyboard to go along with it (and maybe Apple would even offer such an accessory as an option add-on). But then, as they get used to it, many of those people will forget all about the keyboard. The same thing has happened with iPhone. While plenty of people still bitch about its lack of keyboard, most of those people seem to be those who don’t actually have one (yes, there are exceptions), and/or haven’t used the touch keyboard extensively. Many iPhone users I talk to thought they would hate having no keyboard, but now would just consider it a waste of space. Touch Beyond And the idea that a physical keyboard is a waste of space is an interesting one, and one that I definitely agree with. The notion of a physical keyboard in this day and age is kind of silly. Back in the day they made sense as keyboard keys were physically connected to typewriter letters, and pushing one would produce type. But today, on computers, touching a key simply triggers a digital signal. Really, the keys are not necessary beyond our desire for tactile feedback. And they are a huge waste of space. While it may be hard to imagine right now, eventually there will not be physical keyboards. Apple’s tablet may well be the first product that will get users accustomed to this idea. And yes, as I said, plenty will bitch. But eventually, technology will improve, and virtual tacile feedback will improve, and there will be no need to take up so much surface area on any device with physical keys that really serve no purpose. That’s not to say that all computers will look like tablets. Certainly, there is something to be said for the ergonomics of the notebook — the keyboard on the bottom with screen on top. If you had to type long emails on a tablet, you’d either be looking straight down or your arms would get very tired. But eventually, notebooks will be folding devices with two screens, one where the current screen is, and one where the current keyboard is. This bottom screen could then be turned into a virtual keyboard as needed. Otherwise, it would be a touch manipulation area — or even just a screen. Or another idea is to have a tablet computer which could be converted into a keyboard with a screen that is then projected on some surface. Or vice versa; a screen with a virtual keyboard projected on some surface. Stuff like this graces the pages of publications like Popular Science every month, and it’s probably closer than we think, and certainly closer than some of us would like to think (remember: people don’t like change). Touch Microsoft Of course, Apple rival Microsoft is working on a lot of interesting things with touch computing as well, including the Surface and touch-support in Windows 7. Microsoft’s first true test of touch in its consumers products is the Zune HD. Early reviews are good , and you can probably expect Microsoft to pass along its notes on the device to some of its phone-making partners. Meanwhile, the Surface is an interesting device but it’s still too much of a gimmick at this point. There needs to be third-party software support (we’ve been told that has been coming forever), and more importantly, the thing needs to be thousands of dollars cheaper if anyone is ever expected to actually use it. Microsoft’s TouchWall is probably the much more interesting technology to watch as it relates to consumers. But there hasn’t been much word on that in a long time. Microsoft’s touch device getting the most buzz the past couple of weeks is the Courier tablet . Unlike Apple’s tablet, which is expected to be media-centric, it appears the Courier will be a virtual notebook of sorts that you manipulate with both your hands and a special pen. It looks very cool, and it’s apparently running Windows 7. And that means it’s likely much closer than the mock-ups and videos may have you believe. In fact, it could come as soon as mid-2010, just like Apple’s tablet, sources tell Mary Jo Foley . If that’s true, Microsoft looks to be at the leading edge of the touch revolution right alongside Apple. But because Apple has much tighter control over its entire ecosystem, it will undoubtedly be able to fully shift towards touch computing first, and as such, could well become synonymous with the technology (just as the iPhone has with multi-touch, even though other devices use it). The Golden Age Of Touch Computing, as we know it, is on the verge of a transformation. The input devices of yesteryear finally look ready to be replaced by methods that are not based on technologies that are decades (the mouse) or even centuries (the keyboard) old. It won’t happen right away, but it is starting to happen already. We just need devices like the ones listed above to serve as gateway drugs to touch. I, personally, can’t wait for my Minority Report -style computer system (yes, I seem to bring this up every few months). But for now, I’ll settle for a multi-touch mouse. Oh, and a touch tablet. No matter who makes it . [Minority Report images: 20th Century Fox/Dreamworks] Crunch Network : CrunchBoard because it’s time for you to find a new Job2.0 TechCrunch50 Conference 2009 : September 14-15, 2009, San Francisco | |
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