In order to take social advertising to the next level, developers are going to have to be willing to be more transparent with advertisers – that’s the word from Appssavvy CEO Chris Cunningham, whom I caught up with today at the SWAT Summit in San Francisco.
Appssavvy is partnering with analytics provider Sometrics and integrating the data into a dashboard that media planners can use to find apps that meet their reach and demographic requirements. The results? Ideally, more sales volume and bigger deals.
Without more detailed stats, most advertisers are unwilling to go beyond low double digit buys. While many developers are unwilling to integrate a stats package that will make it easier for third parties to characterize them against each other (and other more traditional online buys), it’s hard to convince advertisers to spend more than $20k on campaigns without a direct sales force in house.
Traditional metrics companies like comScore currently do not have the capacity to accurately measure the reach and engagement of social network applications. Appssavvy hopes to partner with multiple analytics providers like KISSMetrics and Kontagent and provide a unified front end for media planners.