SocialMedia is a new kind of widget ad network

Seth Goldstein and David Henderson have teamed up with one of the leading Facebook application developers and launched SocialMedia: part widget developer, part widget hosting provider/ad network. Along with Lookery, the company is one of the first providers of monetization services for Facebook application developers — filling some of the vital Facebook Platform infrastructure gaps.

Goldstein and Henderson, internet advertising veterans (Goldstein founded Site Specific, one of the first internet ad agencies, in 1995 and Henderson was DoubleClick’s very first VP of Sales) who worked together more recently Root Markets, joined with David Gentzel, developer of the popular Trakzor application (widely adopted on MySpace and one of the earliest Facebook applications to achieve significant distribution), and Sourabh Niyogi, developer of Appsaholic, to reincarnate the former AttentionSoft as SocialMedia. The company now has teams in the US and India.

After Trakzor, which has 3,750,000 users on MySpace and 800,000 on Facebook, Gentzel and SocialMedia have released FoodFight, which has distribution of 1,750,000, and Happy Hour, which with 900,000 users in its first week has become one of the fastest growing apps on Facebook so far. Altogether, the SocialMedia network claims over 8 million app and widget installations across Facebook and MySpace.

The goal of SocialMedia, according to Henderson and Goldstein, is to develop a network of applications on multiple platforms. However, the company is also making an effort to recruit popular application creators in what to my knowledge is one of the most full-service approaches to application monetization yet. They will bring your app in house onto their servers (if you want), sell your ad inventory to top advertisers and agencies, and help you bake sponsored features into your application. The price? A hefty 50% commission, but hey, better than nothing if you’re a lone developer without cash to spend on servers.

Henderson is optimistic about the new opportunities social networks offer to advertisers. “Social networks offer new and better ways to market. Now, you can now integrate into social constructs and ride on friends’ recommendations rather than trying to market 1-to-1,” he told me recently.

As for the caution that some have recently expressed toward the potential of advertising on social networks? “Some folks are talking about Facebook like it’s ‘only good for customer acquisition,’ as if that’s no small feat,” Henderson said. “Without customer acquisition, you don’t have a business.”


Facebook Marketing

Mediabistro Event

Facebook Marketing

Starting January 13, work with the group marketing manager of social media at Microsoft/BingAds to grow your business on Facebook! In this course, you’ll learn how to set up your company page, understand Facebook best practices, and execute a monthly content strategy. Register now!


Leave a Reply

11 Responses to “SocialMedia is a new kind of widget ad network”

  1. dave mcclure says:

    just had dinner with Seth… very smart man.

    just can’t believe how fast this space is moving!

  2. SocialMedia: A Network of Facebook Apps and Widgets says:

    [...] [via] Link to This Post: [...]

  3. Drew B says:

    Advertisers have to find their way into conversations in a non-intrusive way. I hope they find that happy medium and can keep the happy equilibrium on networks like Facebook that the marketers are quickly looking to monetise.

  4. Technology News Daily says:

    [...] [via] [...]

  5. Make Money from Facebook Thanks to SocialMedia | Marketing Pilgrim says:

    [...] Inside Facebook explains… They will bring your app in house onto their servers, sell your ad inventory, and help you [...]

  6. Paul Malin says:

    Interesting as they say 50% of a good ad/server strategy is better than 100% of…

  7. oriolrius lifestream » SocialMedia: A Network of Facebook Apps and Widgets says:

    [...] [via] [...]

  8. SocialMedia: A Network of Facebook Apps and Widgets | says:

    [...] [via] [...]

  9. SplashCast: Channel Yourself Across the Web says:

    [...] Social Media is aiming at Facebook, offering an ad network, hosting and development shop for Facebook application developers. [...]

  10. What’s the best way to advertise on social networks? « Ask MarketingSavant says:

    [...] [...]

  11. SocialMedia Raises $6 Million More After $15 Million in 2008 Revenues says:

    [...] launched in mid 2007 as one of the earliest ad networks serving Facebook application developers. The partnership with IDG will help the company expand and deepen its relationships with major [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Assistant Editor

8 Inc.
New York, NY

Copywriter & Editor

Santa Monica, CA

Director of Marketing & Communications

Neumans' Kitchen
New York, NY

Social Community Manager

Tallahassee, FL

Editorial Director

Phoenix House
New York, NY

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us