Mobile Advertising
Trends & Innovation
Harald Neidhardt
CMO & Co-Founder
www.smaato.com
MOBILE MONDAY, DÜSSELDORF
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.

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.

Some Market Data
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.

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.

Challenges for Marketers
Download here: Mobiadnews.com
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.

Change is here to stay
Download here: Mobiadnews.com
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.

Be part of the solution for change
Download here: Mobiadnews.com
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.

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.

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.

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.

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.

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.

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.

Trends: Mobile Social Communities
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.

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.

Innovation in Twitterville
Enjoying cool tools
MADE IN
DÜSSELDORF ;-)
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.

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.

Tags: Achieving Personalization
Target group Gender
clustering Age
Household
ZIP code
Net Income
Location
Country
carrier
Device
Apps installed
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.

User Targeting / Profiling
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.

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.

I DARE YOU to provide :
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.

Thank you !
harald@smaato.com
+49-160-944 77 555
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.

About Smaato
Harald Neidhardt
CMO & Co-Founder
www.smaato.com
MOBILE MONDAY, DÜSSELDORF
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.

SOMA™ Smaato Open Mobile Advertising
Global Ad Sales Network Aggregation
• Single Integration for Publishers
• Maximizing Fill Rate (90+%)
• 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. 24

Smaato Network Partnerships
Optimize Ad Revenue for Mobile Publishers.
Mobile Social Zedge Mobile Qeep Community
Activ Mticker mjoy
MOCOspace Zedge BLUE LION mobile
mywaves Venista
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Customer Feedback
“We have significantly
optimized our mobile ad sales
revenue since working with
Smaato and their SOMA
mobile advertising platform”
Mark Rosner,
EVP Zedge Inc.
11 million users, mobile UGC site
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.

Harald Neidhardt
CMO & Co-Founder
Smaato Inc.
Redwood Shores, CA
Hamburg, Germany
HQ: Redwood Shores, CA
harald@smaato.com R&D: Hamburg, Germany
Award winning technology:
www.smaato.com
Thank You !
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.