After delays, City Council set to consider Austin Oaks office park redevelopment

After two rounds of delays, a controversial proposal to rezone a Northwest Austin office park is set to go before City Council on March 2.
The project in question, a proposed redevelopment of the Austin Oaks office park near the intersection of Spicewood Springs Road and MoPac Expressway, had been stalled at its second of three readings for the past two City Council meetings as newly seated District 10 Councilwoman Alison Alter asked for postponements. She made her first request to get up to speed…

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Austin venture capital firm to raise $100M fund for investing in local tech companies

Silverton Partners has set a $100 million goal for its fifth venture capital fund, according to a securities filing, a big new pool for local companies to tap into when searching for growth capital.
It would the largest investment vehicle yet for the Austin-based VC firm and a promising sign for the local startup funding scene, which is still without a dominant player after Austin Ventures in early 2015 pulled back from early-stage funding. Venture investment in Austin businesses dropped sharply…

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Austin midstream oil and gas company starts work on West Texas pipeline

Midstream oil and gas companies — those that connect the drillers with the refiners — are rare in Austin.
A relatively new one, WhiteWater Midstream LLC, is making its first big foray into the rich West Texas oil patch and has started construction on a 75-mile natural gas pipeline
The Agua Blanca Pipeline will run from Orla, about 38 miles northwest of Pecos near the New Mexico border, to the Waha Hub in northern Pecos County, the company said in a Feb. 23 announcement. The 36-inch pipeline…

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Leanplum: Emoji Push Notifications Increase Mobile Marketing Engagement

Mobile marketing company Leanplum is out with a new Mobile Marketing Trends report that “confirms the effectiveness of emoji push notifications in mobile communications.”

What’s behind the boom? This growth, Leanplum tells us, “is driven by consumer love for emojis and the emotions they evoke, and it is clear from the data — provided by Leanplum and App Annie — that emojis are more likely to influence conversions.”

The report provides a blueprint for organizations seeking to better engage their customers through more delightful and personalized communications.

According to Monday’s briefing, Leanplum’s mobile marketing platform is installed in one of every two smartphones worldwide, and tracks 10 billion daily user actions. This gives Leanplum a vast source of data intelligence on push notifications and their effectiveness on mobile marketing campaigns.

For this report, Leanplum analyzed over 2.6 billion push notifications, discovering that push notifications with emojis saw 85 percent greater open rates on average, compared to those sent without emojis. This validates that emoji-powered notifications are a great tool for engaging end users, and can lead to higher usage, loyalty, and conversions.

“Understanding how users respond to content is an important part of building a healthy relationship with them,” said Shipra Mahindra, Product Coordinator & Growth Marketer at Canva. “In a recent A/B test, we learned that including emojis with plain text in our in-app messaging lifts engagement more than including illustrative images. Thanks to Leanplum’s easy-to-use messaging solution and automated insights, we can effectively engage more users, with content that resonates.”

Want to know more? Download the full Mobile Marketing Trends report, Winning App (&) With Emojis, here.

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Teads Tells Us That Premium Editorial Content is ‘More Memorable And Engaging’ Than Social Feeds

Chalk up a big win for premium editorial content.

According to a new report from Teads, premium editorial engages viewers with highly memorable content that has a greater impact for video advertisers.

“Through testing editorial articles from Teads’ premium publisher partners, including Time Inc., Condé Nast, Forbes and The Atlantic, Teads discovered that premium editorial’s unique value lies in delivering greater effectiveness, and premium editorial content was found to be 16% more personally relevant, or engaging, than social news feeds,” the report summary notes.

Per the details emailed to MMW, additional insights from the study include the following:

  • Premium editorial delivers a deep experience with a powerful memory impact: For the rational/detailed-oriented (left) side of the brain, premium editorial was found to have a 19% greater impact on memory. For the emotional (right) side of the brain, premium editorial had an 8% greater impact on memory.
  • This memorable content helps make ads in premium editorial environments more memorable: Video ads within premium editorial performed better than 8 out of 10 online ads tested when measured by detailed memory encoding, a key metric for ad impact.
  • Premium editorial also helps create more memorable peak “hero” moments that influence consumer behavior: Peak memory describes the highest level of detail memory (correlated with purchase behavior) achieved. Teads’ video ads had a 15% higher impact on peak detail memory, which has a validated correlation with purchase intent.
  • Premium editorial allows for a broader range of ads to be effective: Content and video advertising have separate NeuroStates that, when aligned, drive higher effectiveness. Premium editorial achieved a balanced NeuroState, meaning that activity was charted equally on the left and right sides of the brain, thus allowing a broad range of video advertising creative to be effective within premium editorial.

“This study validates something Teads has felt strongly about for some time—that advertising within premium editorial is the most effective option for advertisers, hitting on a number of key performance metrics,” said Rebecca Mahony, CMO of Teads. “Neuro studies are really pushing the envelope of what is possible when it comes to measuring how ads resonate with consumers and offer a unique opportunity to really drill down on the elements and context considerations surrounding advertising. We’re excited to see that results support the concept that premium editorial helps video ads rise to the top.”

All told, there’s much more to the report which can be downloaded here.

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Mobile First: AdVoice Launches World’s First Telco Ad Network in India

Going where mobile has never gone before in India, MMW has learned that India’s advertisers can now access India’s largest inventory of targeted mobile audio ads through the continuously globally expanding AdVoice telco ad network.

If you’re not familiar with AdVoice, we’re told that the company enables advertisers to play audio ads to mobile callers.

In effect, this replaces the call-waiting tone of Bharti Airtel subscribers who have opted in for the Reward Tunes service.

AdVoice provides the technology, the online campaign booking platform and manages the ad sales, whereas Bharti Airtel’s network gives advertisers a wider reach than any other media in India.

“The mobile targeted audio ad unlocks 10-15 seconds of a consumer’s undivided attention while initiating a phone call. It is literally in their ear,” a provided statement reads. “There is an astonishing amount of unlocked inventory available considering the statistics: an average of 500 minutes per caller per year is spent on waiting for calls to be picked up. With some 1800 calls per subscriber per year, there is a potential of 1.8 trillion impressions in India.”

Serving these audio ads instead of the traditional call-waiting tone has a wider reach than any other medium, the company says. There is a unprecedented pool of active mobile phone connections in India. Over 1 billion, with 65% of the population still on feature phones, thereof 30% living in media dark rural areas.

Dennis Oudejans, CEO of AdVoice, states that “serving ads during the call-waiting benefts the advertiser with measurability, zero wastage, advanced targeting, captive audiences and lead generating capabilities as callers can express product interest by pressing a key.”

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Mobile Giant Sees Healthy Future at MWC 2017

Big news out of Barcelona this week, as Mobile World Congress 2017 gets underway.

The Withings ecosystem of connected health products will launch under the Nokia brand in early summer 2017, including connected scales, trackers, blood pressure monitors, thermometers and home cameras, according to a media announcement shared Monday with our sister site MHW.

This effort, we’re told, brings “beautifully designed devices to the global consumer market. At the same time Nokia will also unveil a redesigned Health Mate application.”

Nokia’s proven, medical-grade connected health products will also extend further into the healthcare system through the launch of the company’s Patient Care Platform, enabling physicians and patients to manage chronic conditions such as hypertension.

“Nokia is a powerful global brand that is synonymous with innovation, connectivity and great design,” said Cedric Hutchings, VP of Digital Health, Nokia. “Withings joined Nokia because we share a vision to inspire individuals to take control of their own health. With the full power of a brand recognized for trust, reliability and quality, we will reach more people and impact more lives to help the human family be healthier together.”

Stay with MHW throughout the week as we cover all of the digital health and mHealthr elated news out of Barcelona at Mobile World Congress 2017.

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Second Annual San Antonio Startup Week Kicks Off

The second annual San Antonio Startup Week is taking place this week at various venues downtown. Events run Monday through Friday at the annual event which features sessions geared to entrepreneurs and early-stage companies. This year, Geekdom, USAA and Trinity University are sponsoring San Antonio Startup Week. A full schedule of events can be found […]

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See which Central Texas startups were named finalists in 2017 Rice Business Plan Competition

The Rice Business Plan Competition announced Feb. 27 its 2017 competitors with two teams coming from the Houston area.
RBPC selected 40 teams from out of 350 graduate-student team applicants. Two teams will be announced at a later date following qualifying competitions in Europe and Asia.
All of the teams will compete April 6-8 at Rice University in four categories: life sciences; information technology, web and mobile; energy and clean technology; and technology innovation, according to a statement.…

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