ByteEngine: March 2011

Friday, March 18, 2011

The Content Lab: Pay attention to the pre-emptive check-in

My pre-emptive check-ins post on http://www.thecontentlab.icrossing.com/:

Pay attention to the pre-emptive check-in

Pay attention: the pre-emptive check-in is a very interesting development, especially for advertisers. The current model for check-ins is to broadcast what you???re doing now. But pre-emptive check-ins declare what you???re going to be doing later.
This idea has been building for a while as companies riff off of the idea of the check-in. But startups like Plancast have been developing ways of socializing schedules for a while. Now with startups like Ditto and imup4, people can broadcast their intentions, offering advertisers access to stream of intent-based pre-emptive check-ins.
I would be very surprised if Groupon or Living Social doesn???t buy or build this capability in the very near future, as it would appear (since it???s yet to be proven) that these intent-based pre-emptive check-in leads are right up their alley.
I would also be interested to understand how companies would bid on ???push advertising,??? assuming people would be open to receiving highly relevant (time, location, interest, etc.) advertisements based on their check-ins. Maybe it wouldn???t be any different than the current bidding model, but it???s interesting to think about.
Read more here. ??? Matt Schultz

via thecontentlab.icrossing.com