Kickapps Archive

NY-based white label social networking provider KickApps has announced a new partnership today with Akamai. The partnership will bring Akamai’s Stream OS video management system into the KickApps video player. The Stream OS provides KickApps customers with high-end video management and the Akamai media player will allow for ad integration inside the KickApps video player. KickApps notes that the combined offering provides web publishers with drag-and-drop video player creation, a comprehensive media management system, social media enhancements, HD video players, and new video revenue opportunities.

As this new video rollout is part of the KickApps social network solution, all of the normal KA social features are available including commenting, rating and sharing of the media. The new partnership also allows for on-demand deployment of High Definition (HD) video. The key for KickApps is to listen to their customer’s needs and meet them – this video partnership helps to keep their customers in-house for video distribution.

Pricing for this new video content delivery system will be based on usage and SVP Michael Chin tells me it will be "extremely low". Chin also notes that, "we believe we’re able to match Brightcove & Maven for the higher end market".

It’s important to consider whether hosting video content yourself (like the new solution above) or on a video hosting solution is best. There are pros and cons to both solutions – we took a look at some of the issues last month. The strategy and the goals must be considered.

KickApps recently partnered with Userplane on IM/chat and with Clearspring on widgets.

Userplane has been on a roll with their distribution deals recently. Userplane has created widgets for a variety of content management systems and most recently partnered with ConVerdge on chat and IM integration.

Today NY-based KickApps and AOL-subsidiary Userplane are announcing a partnership which will bring live chat, IM and presence functionality into the KickApps social networking platform. Both the Userplane Webchat and Userplane Webmessenger tools will carry advertising and publishers can also use a buyout option to remove or control the ads within the widgets.

Check out our exclusive interviews with Userplane CEO Michael Jones and KickApps CEO Alex Blum.

On a side note, KickApps is now referring to their service as the, "World’s First Social Graph Engine". I wonder if they paid a marketing firm to come up with that tagline!

Editor’s note: KickApps is a sponsor on our sister site, HTMLCenter.

NY-based KickApps is announcing a new distribution partnership with widget network Clearspring today. Clearspring will begin to promote the KickApps Widget Studio and KickApps will push its members to use the suite of widget tools that Clearspring provides.

KickApps reports over 24,000 publishers on their network using widgets and comScore reports 47.5 million unique widget viewers in April 2008 on the Clearspring network. This deal benefits KickApps by extending distribution to the large member base on the Clearspring network.

Widgets are finally starting to take shape as a real online marketing vehicle. Over half of the sessions at Graphing Social Patterns this week are focused around widgets. Check out KickApps CEO Alex Blum’s article on the value of widgets.

Editor’s note: KickApps is a sponsor on our sister site, HTMLCenter.

NY-based KickApps is announcing a new partnership today with Newsweek’s Budget Travel Web site. The new part of Budget Travel will enable readers to maintain a travel profile and share tips, photos, video, and Travel Journals with other site visitors. Financial terms of the deal were not disclosed.

This deal provides Budget Travel with tons of new, search-engine friendly content for basically free. They will be able to get their readers to write content which will appear on the site without paying the readers who contribute. I guess the payment is the ability to read other’s travel stories. Oh yea, and don’t forget that Budget Travel can also monetize the heck out of the new content!

KickApps recently partnered with WorldNow and also launched the 3.0 version of their social media platform.

Compete shows Budget Travel having approximately 200,000-300,000 U.S. visitors per month.

Editor’s note: KickApps is a sponsor on our sister site, HTMLCenter.

NY-based white label social networking provider (wlsnp) KickApps is announcing a new partnership today with WorldNow. WorldNow is also a NY company that offers a variety of social media and video tools. WorldNow has 320 customers including: ABC, Cox, Dispatch, Fisher, and Gray. WorldNow works mostly with local community news stations and today’s announcement will bring more social networking tools to the WorldNow customer. Financial terms were not provided.

Todd Randak, EVP Business Development at WorldNow said, "Our customers now have the ability to use KickApps’ innovative applications and WorldNow’s consulting services to create niche online communities and consequently, new revenue opportunities."

The key is to get TV viewers to get off the couch, go to the local channel Web site and interact. This is an important relationship that the local media needs with it’s consumers.

Check out KickApps on nextNYers and my behind the scenes interview at their NY headquarters.

Editor’s note: KickApps is a sponsor on our sister site, HTMLCenter.

The hype that currently surrounds the widget industry is not completely surprising when you consider how some widgets have seen extraordinary viral adoption. The problem with this though is that many of the most popular widgets are gimmicky hit based experiences that people grow tired of quickly.

It seems apparent that those who have fueled the insane valuations have seemingly ignored this obvious risk (read Fortune’s and the NY Times’ take). Real value comes from widgets that are fun, entertaining, viral but at their core provide a utility that fosters longevity. This type of utility based widget in our view forms the basis of a new rich media programmable ad unit and a more meaningful proposition for advertisers.

1) “Hit Based Gimmicky Widgets” (Super Poke, etc.)
- Low utility/value and short longevity; characterized by gimmicks and games
- General appeal, currently over-hyped
- Viral, low quality users that are fickle and not loyal—constantly chasing the next fad
- Attempted behavioral targeting here will deliver spotty results at best

Companies like Slide are now attempting to add ad networks to monetize the massive user base they’ve created. The assumption is that their widget network will be valuable to advertisers because of the behavioral information they’re able to garner. This represents a new twist on an old behavioral approach utilized by Tacoda, Revenue Science and others. I’m dubious that this will be as effective as the existing approaches and even the existing approaches require more development to realize the promise they initially presented. The other issue with the approach is it only speaks to call to action and does nothing for brand advertisers.

Vs..

2) “Utilitarian Widget” as an extension of a more robust Social Media experience that delivers quality profile data to be used to deliver relevance for both call to action and brand advertising
- High utility/value with longevity and user loyalty; niche and focused appeal
- Characterized by relevant, useful and compelling content, media and activity, (and yes, still fun)
- Viral with a high quality, loyal audience—loyalty based on utility and relevance
- Business model based on a programmed, viral ad unit and an individualized brand engagement

In this scenario, the widget is a viral ad unit. Online advertising changes dramatically and becomes a tremendous vehicle for brand marketing. Unlike the banner ad, the “WidgeAD(TM)” (as we call it) is defined by its programmability. It has utility in a person’s life by providing compelling, useful and relevant content—this takes the form of content (videos, photos, text, music, etc.) and/or interactive components (fun games, communication, commerce, etc.).

This is where the game changes for Madison Ave and publishers – brand messaging takes a completely different form, moving away from poor quality banner ad messaging and the hit-and-miss approach of tracking, to actual brand engagement. The end result is a loyal audience that views the widget and its application as adding value to their lives (usually based on an interest and/or utility that they care about). This engagement then gives brands and publishers the opportunity to establish highly individualized relationships with their audiences.

This column was provided by Alex Blum, KickApps CEO. KickApps is a hosted, white-label platform that puts social media and online video functionality directly into the hands of every web publisher who aspires to be a media mogul and turns every web designer and developer into a social media rockstar. Check out the KickApps Web site for more information and our KickApps coverage.

With AOL’s acquisition of Bebo yesterday, and now discussion of a possible KickApps acquisition by AOL, I thought it might be interesting to take a look at some other content candidates for AOL acquisition. If AOL is going to get serious about stepping back into the major leagues, they need more top notch content sites. All of these acquisition ideas would work well with Userplane, AIM, ICQ and Bebo, all AOL-owned companies.

CafeMom

This NY-based startup is targeted at moms and would be an excellent complement for AOL’s branded Web sites. CafeMom is currently serving 100 million pageviews and an average of 200 pages per user per month. This would make a great place for Platform-A and could be an extension for the Bebo "engagement marketing" platform. (our coverage)

Dogster/Catster

A niche social network for barking and meowing, Dogster and Catster could fit into the AOL branded sites as well. An acquisition of Dogster and Catster by AOL would give both sites new distribution opportunities along with a new advertising partner. (our coverage)

TripAdvisor

I am guessing that a decent percentage of TripAdvisor users are already AOL customers, either as dial-up, broadband or Web site visitors. TripAdvisor is currently owned by Expedia but I think the match would be better with AOL — could replace the AOL Travel site. The TripAdvisor network serves pages to 60 million unique visitors a month and includes 8 web sites including my favorite, SeatGuru. (our coverage)

SimplyHired

It seems in the time since I started CN there’s been chatter here and there about SimplyHired being acquired by someone. It’s a better acquisition target than going after a job site as SimplyHired would give AOL the best of both worlds: all the job listings from the major job boards plus the ability to enhance listings to generate even more revenue. The publisher job board option would give AOL a potential "in" to publishers to push Platform A and other potential partnerships. (our coverage)

Which services do you think would be a good fit for AOL?

Editor’s note: KickApps is a sponsor on our sister site, HTMLCenter.