Have you gotten sick of my writing about getting your marketing and product promotions "in the river"? "In the river" is my terminology for making sure that messages are delivered inside the core experience and to the respective audience. We used the term frequently at eBay to make sure that products weren't fully integrated into the core experience and would reach enough users (and more importantly: enough of the right). Here are two more examples:

1. Visit Yelp on the iPhone's web browser and you'll be presented with an unmistakable promotion for the iPhone app. Targeted audience already interested in the brand:

2. Lots of iPhone applications try to get users to turn notifications on... Google's app goes a step further and presents a takeover unit that encourages users to turn notifications on (also explaining the benefits).