Later this month, NBCU plans to debut a news-focused application for Facebook users named iCue. Created by NBC Learn--the education-based division of NBC News--the app will target students and anyone else looking for a little intellectual stimulation.
"Extending iCue to the social networks space is the next logical step in its evolution," said Adam Jones, senior vice president of network development for NBC News.
The deal represents a major coup for Appssavvy, which will monetize iCue through traditional and customized ad programs. Founded in January, the New York-based company helps media companies and advertisers navigate the thriving world of social media applications.
"We've already done deals worth $200,000 to $300,000, but this exclusive partnership shows that major media companies are ready to invest in the application market," said Chris Cunningham, CEO of Appssavvy.
The social application market is certainly ripe for innovation. A recent eMarketer report predicted that advertisers will spend $40 million in widget and application this year--up from just $15 million last year.
As a result, Appssavvy's 16-person team already represents inventory on various apps reaching over 50 million unique users in total--including 15 of the top 20 applications on Facebook, such as movie-app Flixster and television fan app MesmoTV.
The company is working with over 15 ad agencies, including Universal/McCann and Palisades Media Group.
To help agencies and advertisers follow their application campaigns, Appssavvy has partnered with companies like DoubleClick and Sometrics to tailor analytics.