Today, hundreds of millions of consumers are choosing to spend time on social networks and other social platforms, time that is spent communicating with others about activities and interests that include brands and products. As a result, brand marketers are challenged to create, execute, and evaluate large-scale, measurable advertising campaigns that not only reach their target audience in these social environments, but that effectively engage that audience and enlist them as brand advocates. Marketers also face a dilemma: traditional banner ads on social networks can bring massive reach but do not deliver a high level of engagement or impact, while non-traditional efforts like seeding or community outreach are difficult to measure, scale or execute within specific campaign timeframes. The current economy is now placing even more pressure on marketers to make all new investments accountable.

Incorporating brand-generated portable apps into the online advertising mix can help marketers address these challenges. Portable apps can integrate brands into the core content and activity of a user's social network, and can be measured against specific goals and benchmarks. New options have also emerged for creating performance-based, scalable media plans. This white paper will examine some recent and profound changes in consumer behavior online, introduce and define portable apps and portable app advertising, and provide brand marketers with the specifics they need to make smart choices when using portable apps for their own social advertising initiatives.

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