• by Karl Greenberg , Staff Writer, June 7, 2011

John Vlassopulos, CEO of Skyrocket said a good brand app isn't an ad extension but something with a media strategy behind it, more like media property.

Brian Stoller leader of digital and mobile strategy for Mindshare North America said a branded app works great as a payoff to a media event. "If it's the World Cup to be able to engage with that even it is not an ad unit."

Tread lightly, said Eric Litman, CEO Medialets who argued that branded apps are media. "You have to care for it, update it, market it and promote it, and it's hit driven. Chances you wont see returns you would like to see."

Said Rex Cook creative director at Avatar Labs, which does branded platforms for such entertainment properties as motion pictures said a branded app is a transmedia piece. extend past what a core property. another way to be on that. "If it doesn't look good as the movie it will denigrate the entire experience."

Said Michael Burke, Founder of AppSavvy, "A branded app leverages the platform its built on and allows the brand to be part of the experience. "A good branded app allows a brand to extend into mobile. It allows people to, for instance, do banking on the phone but also leverages that phone itself by helping you do thinks like find an ATM."