All the disappointment and talk lately that display advertising needs to change to become more effective only paves the way for marketer acceptance to go from experimental to mainstream. As marketers transition to social apps (and other social media), it will become one of the more dominant forms of online marketing. Everything from display, search, and even our current social app/media advertising will undergo a social innovation transformation. The need for better ad effectiveness is one of the very reasons that Yahoo’s revenue is down nearly 80 percent as of the writing of the post.

The first half of this year was spent with ad companies reeling from economy shock and the next half, now that the economy shock is wearing off will be focused on new, more effective and engaging forms of advertising. The economy was just the spark needed to light the innovation fuse. One of the biggest reasons for the social app explosion will be an accountability shift. Social apps will move from a time and material model to a pay-for-performance model (similar to cokes recent request for agencies to innovate to pay-for-performance).

Other reasons that social apps will become a dominant advertising model is because 1) they can tell you (if you build them correctly) a ton about the users life-stage and lifestyle, 2) They can be made fun and engaging, 3) the are inherently social 4) they allow for a truly authentic consumer/brand experience and 5) they can help drive real results and revenue rather than a focus only on a brand message.

About a year ago I put a video together from a collection of speeches given by Eric Schmidt, CEO @ Google. His speeches are from as far back (seems like ages ago when looking at it from a speed of technology perspective) as 2006. Mr. Schmidt is giving his perspectives on the rise of web 2.0 and the massive impact, change, opportunity, and questions that it has presented from an advertising perspective.

The message in the video is how web 2.0 (has anyone noticed web 2.0 is seldom used now and has been replaced with “social” this and “social” that!?) is changing the Internet advertising arena and how with the continued growth of web 2.0, our advertising will become very personal and targeted. Most people know the Internet presents the ultimate platform for perfecting targeted/unobtrusive advertising (the holy grail), but the key question most people are still wondering is a) what is the solution to extract that data to better target users? and b) what is the “vehicle” that will make this possible?

I believe that social apps for many of the reasons I listed above will explode and play a key role of the ad personalization Eric Schmidt discusses in the video.

See this post on PerformApps™ for performance-based social app solution.

Mission:

JellyBarn is transforming the way branded content is consumed and distributed over the Internet. We believe the best way to establish meaningful brand connections is to put the user at the core of every effort. With a keen understanding of our audience, we are removing the barriers between content and advertising and helping brands build relationships that engage online customers and drive revenue.

Team:

Our team is comprised of veteran Fortune 500 business leaders and the ‘up and coming’ technically elite. The JellyBarn executive team has been handpicked for their keen forward thinking in bringing the future of digital media to brands and publishers everywhere. Holding nothing back, we put the best of our creative, inventive energy to work for you everyday!

Devin Day. Co-founder. Product and Technology.

JellyBarn’s products always align with ground-breaking strategies, and a straight-shooting development plan. His extensive business development and fundraising experience keeps him at the forefront of emerging technology. This allows JellyBarn to join forces with advanced interactive products, and thinkers. After attending college on a baseball scholarship, he left for the world of entrepreneurship and never looked back. Outside the computer, he enjoys living north of Seattle with his wife and four children, and getting out to snow and skateboard whenever possible.

Adam Pearson. Partner. Finance and Operations.

The combination of big picture vision and detail-minded execution makes JellyBarn shine, largely due to Adam’s abilities. His work in Corporate Strategy & Development at Washington Mutual informed the bank’s key M&A activities, and venture capital portfolio.  Adam holds a B.A. in Business Administration from the University of Washington’s Foster School of Business in Seattle.

Jeff Walker. Partner. Product and Marketing.

The ability to leverage innovative technology and high-powered content creates the marketing opportunities at the core of the JellyBarn mantra. That’s where Jeff’s strengths come in. Previously, as Director of Product and Content Development at Monster Worldwide, he established their social media and User Generated Video Contest programs, including the development of a ground-breaking video platform. He’s been a producer and writer at the leading edge of online video for over 10 years, with online, TV show and film festival credits, as well as TV commercials for premiere gaming, entertainment, and youth brands. When not online, he’s passionate about music, skiing, and the adventures of his wife and 3 daughters.

Yvette Morales. Sales.

With over 12 years in Direct Corporate B2B sales in the Mobile and Entertainment worlds, Yvette understands the people part of interactive deal-making. She’s worked for Disney, Helio and Kirv Mobile, putting together Corporate partnerships, content deals and revenue sharing for distributors and aggregators. When not selling JellyBarn, she enjoys Southern California and occasional visits to her family-owned spa.

Giving Back:

JellyBarn recognizes that our non-profit and public service organizations are entrusted with society’s most important functions – educating us, protecting our health, keeping us and our environments safe, and uplifting our souls. We believe our abilities as a company can be put to use for the benefit of these functions. Please contact us if your a not-for-profit and would like to find out how we can help.