Innovation in Mobile Advertising
Harald Neidhardt
CMO & Co-Founder
Smaato Inc.        San Francisco - Hamburg
The silence
        before the storm
        in mobile
        advertising?
Copyright © 2009 Smaato Inc. All Rights Reserv...
Mobile Advertising Mantra

             Start
             experimenting
             with mobile, test,
             refi...
Connect with
    your Consumer
Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaat...
Mobile advertising Trends
    •        Conversation
    •        Engagement
    •        Permission
    •        Attention...
Start a
    mobile
    conversation
Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of ...
Over promising ?




 Extreme copy texting – less engaging landing pages
Copyright © 2009 Smaato Inc. All Rights Reserved ...
App Store Cross Promotion




 Pop-up ad links
Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered tr...
POPP goes the Budget




 Broken links
Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark ...
Mobile social media – Always On




Connection is King
Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a regis...
Profile Data for Relevancy




Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaat...
Profile Data for Relevancy




Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaat...
Personalization
  Target group
                                                                                           ...
US Consumer Acceptance




Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato In...
I DARE YOU :


       Get to know your Customer
     + Better Pre-Click Creativity
     + Better Post-Click Conversation

...
About Smaato



Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The na...
SOMA™                                   Smaato Open Mobile Advertising




 Global Ad Sales Network Aggregation
          ...
Challenge: Large Global Traffic




             North America                                                            ...
Solution: Ad Network Aggregation




                                                          Smaato
                    ...
Harald Neidhardt
   CMO & Co-Founder

   harald@smaato.com
   www.smaato.com




   Please visit our booth
Copyright © 200...
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Mobile Innovation Trends

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Harald Neidhardt, CMO & Co-Founder of Smaato presented at the MMA Forum in Singapore in the panel:
Best of the world and future gazing: Innovations, trends, services that makes you believe in the future …

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Mobile Innovation Trends

  1. 1. Innovation in Mobile Advertising Harald Neidhardt CMO & Co-Founder Smaato Inc. San Francisco - Hamburg
  2. 2. The silence before the storm in mobile advertising? Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
  3. 3. Mobile Advertising Mantra Start experimenting with mobile, test, refine, repeat. Sir Martin Sorrell, Chief Executive, WPP Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
  4. 4. Connect with your Consumer Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
  5. 5. Mobile advertising Trends • Conversation • Engagement • Permission • Attention • Economy of one • 99% failure rate Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
  6. 6. Start a mobile conversation Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
  7. 7. Over promising ? Extreme copy texting – less engaging landing pages Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
  8. 8. App Store Cross Promotion Pop-up ad links Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
  9. 9. POPP goes the Budget Broken links Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
  10. 10. Mobile social media – Always On Connection is King Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
  11. 11. Profile Data for Relevancy Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
  12. 12. Profile Data for Relevancy Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
  13. 13. Personalization Target group Gender clustering Age Household ZIP code Net Income carrier Location Device Apps installed Country Content channel Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
  14. 14. US Consumer Acceptance Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
  15. 15. I DARE YOU : Get to know your Customer + Better Pre-Click Creativity + Better Post-Click Conversation = Better Post-Click Conversion Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
  16. 16. About Smaato Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
  17. 17. SOMA™ Smaato Open Mobile Advertising Global Ad Sales Network Aggregation • Single Integration for Publishers • Maximizing Fill Rate (98+%) • Targeting & Reporting Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners. 17
  18. 18. Challenge: Large Global Traffic North America EMEA Asia/Pacific Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
  19. 19. Solution: Ad Network Aggregation Smaato SOMA North America EMEA Asia/Pacific Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
  20. 20. Harald Neidhardt CMO & Co-Founder harald@smaato.com www.smaato.com Please visit our booth Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

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