Nearly Bankrupt, StumbleUpon Ready to Compete with Facebook
StumbleUpon, an Internet-based company that was ten years old, has done something only slightly by companies in Silicon Valley.
StumbleUpon may not have buzz or billions of users as Facebook, but this site has managed to repair itself after passing through downturn. StumbleUpon become one of most powerful source of traffic in internet.
Was co-founded by Garrett Camp and Geoff Smith, content search service is starting a new idea. “We’re trying to be a remote control for your web or objects that help you find what you want to look further,” said Camp.
Users “stumble” into web content, such as business stories, web games, blog or photo gallery, which they had never seen before and they can assess it with thumbs up or down.
Over time, content is present it is more relevant to user’s taste (not like a standard TV remote). Main service is web content for free, although one out of every 20 stumbles were paid by client-dubbed version of this ad targets Paid Discovery.
In May 2007, a company based in San Francisco has a very small users, which is 2.3 million but amazingly loyal, and grew 150 per each year. It happened when Camp and Smith sell their business to eBay for $ 75 million U.S. dollars. It looks perfect, eBay developed, and Camp and Smith returned with a satisfactory fee.
But in the end, web content is deteriorating. User growth slows down significantly. When managed by eBay, does not mean they do not face the pressure of fundraising difficulties and other disorders which are puzzling.
Ways to attract users even more difficult and product takes a long time to succeed. Two years later, Camp, Smith, along with a group of venture capital firms, including Accel Partners and First Round Capital, buy back company’s web content is worth 29 million U.S. dollars.
Since then, StumbleUpon successfully launched a number of major repairs. Stumbling a web-based instead of browser plug-ins, mobile applications for Apple iPad, iPhone, and Google Android application, as well as a redesign of start live since last December.
Stumble growth was starting to look stretched. Company reported more than 20 million users signed up as a stumbling every 7 hours a month, an amount equal to Facebook users who tamper with their profiles. Use in desktop and mobile alike have increased: desktop to grow 20 percent per month and mobile grew 35 percent each month.
In conclusion, such growth is impressive for a company that has been overlooked. “They’re such hard workers,” said Rebecca Lieb, observers in San Mateo, Altimeter Group, based in California. “They never fashionable and glamorous. They were never like Facebook or Google is required every day or even a site that has a shining moment and then dimmed in downturn.”
According to eMarketer, StumbleUpon, becomes the largest social web traffic to another web page during third quarter of 2011 to 1.2 billion referrals / referrals in a month. According to StumbleUpon, it is better, beyond Facebook and Twitter. (According to eMarketer report, StumbleUpon reached 49 percent, while up 38 percent).
Neither Facebook nor Twitter is also using ads that relate to external web sites as their largest source of income. Of course, Facebook targets ads placed in several areas such as bar “Sponsored” to right of “News Feed” and Twitter to feature advertisements as “Promoted Tweets”, they expect visitors to see these ads, find a match, and right- right click.
StumbleUpon target advertising model operates differently; they unite advertorial into regular content. In fact, user look for every 20 stumble, or paid by company’s 75 000 plus for advertiser.
Although every advertisement is labeled as such, chances are some users do not see the difference every time. “Unit of their ads actually connected to the consumer experience,” said Nikhil Sethi, co-founder Adaptly, specialized companies that help companies to advertise in the social platforms such as StumbleUpon.
According to Sethi, some advertising clients prefer to allocate the majority of their campaign budgets to StumbleUpon. When Arby’s a great fast-food restaurants in the United States want to promote his new burger last year, Adaptly asked to help advertise it on Facebook, Twitter, and StumbleUpon.
Within a few days, Sethi Company realized that nearly 91 percent of users see the ad campaign video-in other words, people interact with ads that are happening at StumbleUpon. As a result, Arby’s campaign shifts the remaining money from Facebook and Twitter to the Camp’s services firm.
StumbleUpon does not disclose how much ad revenue. They are almost certainly beyond Facebook, as predicted eMarketer, revenues will reach StumbleUpon 5.1 billion U.S. dollars this year.
According to Camp, the company will focus their efforts to expand domestically this year and has the potential to increase the staff of approximately 100 employees over the next year-and internationally, to localize the service to new markets like the UK.