Download Distribution
David Fishman
Downloadable software application and their distribution is
an advertising medium that is accomplishing fast growth for
online marketing. Let’s discuss the distribution side of
this vertical. The opportunities and companies capable of
providing significant levels of distribution for a
downloaded application are much less available then if you
wanted to find distribution for an advertisement on email.
(The number of companies that offer significant levels of
download distribution is much less than that of other, “more
mature” industries, such as Email). However there are
relatively few distribution sources for downloads.
It is
easy to find large companies who have gigantic distribution
networks, such as Kazaa. However, to find smaller companies
with significant distribution is more difficult. Many of
these smaller companies have consciously done a good job
keeping their names and level of public awareness low. One
reason for keeping public awareness low is that the download
space is a very controversial space. In fact, a law is set
to go into effect May 28, which could make it very difficult
for adware companies to do business in Utah. Claria, one
of the largest Adware companies, has said that the pending
Utah legislation would make it almost impossible to do
business in Utah. 1 Until this vertical becomes regulated at
a Federal level, it will become more and more difficult to
trust those who provide distribution while adhering to
Adaware laws in other states (currently Utah is the only
state with a law that has been passed by a state
legislature; however, several other states have proposals
circulating). Currently there is little to no regulation or
recourse available within the download space.
Finding
brand name companies is simple. However, companies like
Kazaa will only work with a limited number of partners; thus
to find distribution with other small providers takes a
great deal of time effort and energy in networking and
research. This space has an incredibly valuable potential
and can generate spectacularly high levels of distribution.
In some cases a powerful distribution channel is capable of
connecting with over one million potential customers a day.
The chance to offer this level of exposure to any advertiser
is extremely appealing.
Distribution formats can come in multiple ways. Some come
through an ActiveX where a certificate pops up on your
browser and you give permission to the application to
download. Others come in the form of being pushed through a
network where the user can see a pop that asks them to download
through an advertisement. Both of the above scenarios can
also come in silent or non-permission based forms where the
consumer is not aware of an application. In short, permission
based downloads either come through an ActiveX application
or a pop that redirects to a site. Silent downloads come in
various formats that can be downloaded onto a desktop
through software that is sometimes already on your computer
or brand new software. The distribution modes are important
for advertisers to work with since they must make certain to
build applications that are small enough to be easily placed
within the already existing networks.
The
future will hopefully be filled with honest companies on
both sides of the coin. Distributors and advertisers need to
come to the table with an honest and open understanding of
what they want to do and what it will take to get there.
Currently payment models including prepayment methods along
with relatively large tests are discouraging companies from
testing this space. Prepayment is always a risky scenario
while providing downloads to an advertiser and never being
paid is also risky.
The
maturation, growth, and regulation of this industry will
bring about reputable companies making it possible for more
advertisers to expand into this space. Distribution partners
will find more comfort and security in their business that
will open up this industry to more and more advertisers.
This will push up the opportunities for growth and success
to an even larger market.
-
http://news.com.com/2100-1024_3-5190880.html
- 2.
http://biz.yahoo.com/prnews/040415/clth025_1.html
