Mobile Innovation Trends
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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: ...

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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  • 1. Innovation in Mobile Advertising Harald Neidhardt CMO & Co-Founder Smaato Inc. San Francisco - Hamburg
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.