José Miguel Hernandez

Session 3: Next Generation Advertising on Apps

Television advertising is treated as a commodity, that helps the industry scale.

Marketing expert says:

• Cross-platform standardization is necessary,
• There are two types of advertisers – those who will take risks and the other 98%.
• Try to think in all mediums, not just online (billboards, print, TV).
• Standardization of: creative, cpm.
• Reach and frequency are vital.
• How do you engage and repeat the message in different and creative ways?

How do you reliably create word of mouth advertising?

Session 5: Opening your API

Facebook platform is a “reverse API”
API: data, logic, presentation, control

The only way you get developers to use your stuff is to educate them and encourage communication and collaboration.

Application Gallery – very important for seeding ideas.

Developer applies for key (not by email). Key is initially limited, increased access later based on business logic.

Mashery competes with the internal CTO. Any company can build this, but development cost is about 3-6 months.

Userplane has an API, on over 200,000 websites.

Caching and load balancing can dramatically improve the efficiency of calls being made to an API.

The “secret sauce” is in the data or logic, not the presentation – Except for facebook.

Next: Open Bar, the only reliable development platform.

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