NetShelter Technology Media Unveils "inPowered" Platform for Brand Advertisers

SAN FRANCISCO, Dec. 8, 2011 /PRNewswire/ -- NetShelter Technology Media, the largest "influencer network" of  technology blogs on the Web, with more than 4,500 independent bloggers reaching 150 million global readers(1), today announced the commercial launch of its "inPowered" platform for advertisers. The inPowered platform, first conceived with Samsung and other select customers, curates and amplifies influential content from independent tech bloggers to drive brand influence in a measurable way. inPowered ads provide authentic and relevant information to consumers to make better purchase decisions. 

(Logo: http://photos.prnewswire.com/prnh/20111208/SF18871LOGO)

Tech advertisers recognize that independent expert opinions ultimately drive sales. Unlike traditional display ads, inPowered ads curate influential stories about brands as part of the ad itself, measure the consumption and social amplification of that content, and correlate that information to determine and increase a brand's share of influence relative to competitors across specific product purchase categories (e.g. tablets, smart TVs, smart phones, cloud computing, security, etc.).

"We're always seeking ways to provide consumers with an authentic brand experience," said Peggy Ang, Vice President, Marketing Communications at Samsung Electronics America. "This new ad platform from NetShelter enables us to introduce the Smart TV experience by leveraging key influencers. The new Facebook integration further extends this to our fans and broader tech consumers. It's authentic, organic, turnkey and delivers an influence multiplier effect in a measurable way."

"Influencers have real power, but the challenge for brands has always been how to leverage that in scalable ways to make an impact," said Rishad Tobaccowala, Chief Strategy and Innovation Officer at VivaKi. "NetShelter provides an integrated platform that combines the identification of tech influencers, with the means to leverage it across key blogs and social channels on behalf of brands. It's a promising new approach that advances the notion of 'paid, owned, and earned media,' and we look forward to leveraging it for our clients."

"Tech is a 'considered purchase' category, in which people tend to do research before they buy," said Peyman Nilforoush, CEO and Co-Founder of NetShelter. "While conventional display ads promote brand messages, inPowered ads provide an innovative new way to shape opinions and build brands by leveraging tech influencers socially. Samsung is at the forefront of social innovation, and we're extremely proud to partner with them. We aim to be a major disruptor in the traditional tech media landscape for both advertisers and bloggers, and the inPowered platform is a major milestone in that evolution."

Leveraging Tech Influencers

Tech-related advertising currently represents nearly a quarter of all ad dollars spent on the Web(2). For advertisers, NetShelter has evolved its business model beyond being an exclusive vertical network that provides the ad revenue for its tech bloggers. The combination of the inPowered platform and its network of influencers provides a powerful end-to-end platform for brands. NetShelter's network is comprised of prominent personalities across leading tech blogs, including Seth Weintraub of 9to5Mac.com, Kevin Michaluk of Crackberry.com, Arnold Kim of MacRumors.com, Rob Jackson of Phandroid.com, Jon Rettinger of TechnoBuffalo.com, Helena Stone of ChipChick.com , Joe Wilcox of BetaNews.com, and thousands of others.

The readers of NetShelter's expert bloggers are themselves key tech influencers who amplify content and influence a broader audience of followers. Readers are more likely to attribute value to an ad's content and share it when it includes influential and relevant articles or product reviews. For example, in an initial Samsung campaign, an inPowered ad placed on various sites was spread virally by readers and resulted in a 52% increase in additional viewing.

"We have been thrilled with NetShelter's inPowered ads," said Yoeau Slivkoff, co-founder of IntoMobile.  "They look great, drive additional traffic and revenue for IntoMobile, provide an engaging experience for our readers, and expose our most influential content to a wider audience beyond our site. NetShelter enables us to maintain our editorial independence while helping to grow our site in creative and innovative ways."

inPowered Platform Features

NetShelter's inPowered platform enables tech brands to discover their share of influence, and that of their competitors, and create online ads that drive brand influence in a measurable way. NetShelter's integrated platform uses an intuitive cloud-based dashboard, and consists of three core functions: 

Identification

• Provides valuable competitive intelligence by enabling brands to benchmark their share of influence  versus competitors across nearly 50 tech purchase categories, such as tablets, smart TVs, smart phones, cloud computing, and security;
• Enables brands to identify the top influencers, blogs, and content driving influence by measuring  consumption and social amplification across more than 30 social signals (Twitter, Facebook, LinkedIn, Reditt, Google+, blog comments, and more) with a weighted measurement system across NetShelter's portfolio of sites;
• Serves as a valuable proxy for overall tech influence given the broad reach of NetShelter's network;

Activation

• Curates and amplifies the brand content driving the most influence for a particular brand via tailored inPowered ads in various online ad formats (towers, overlays, billboards, push downs, etc.);
• Distributes the inPowered ads across NetShelter's influencer network, brands' own sites and social media channels;

Measurement & Optimization

• Measures the influence of inPowered ads on brands; and
• Optimizes sites, experiences and content that are driving the most influence for brands.

More information about the inPowered platform is available at www.NetShelter.com. Follow the company on Twitter at @NetShelter or via Facebook at www.facebook.com/NetShelter.

About NetShelter Technology Media
NetShelter is the largest "influencer network" of technology blogs on the Web, with more than 4,500 independent bloggers reaching 150 million global readers(1). NetShelter's inPowered platform amplifies content from influential tech blogger's to drive brand influence in a measurable way. NetShelter is headquartered in San Francisco with offices in New York, Chicago, and Toronto. NetShelter Technology Media is backed by venture funding from Rho Ventures, and the BlackBerry Fund. Additional information is available at www.NetShelter.com.

(1) Ranked by comScore WW figures as largest Technology Media Property with about 150 million based on October 2011 figures; (2) Internet Ad Revenue Report, 2011 First Six Months Results (Telecom and Computing Products)

SOURCE NetShelter Technology Media