“Downloadables” - An emerging
 mobile Ad Inventory for Brands

 Harald Neidhardt
 CMO & Co-Founder
 Smaato Inc.


 Vice Ch...
SOMA™ Mobile Ad-Server




6/9/2008 – MMA Forum NYC 2008   © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved...
Opening Thoughts




6/9/2008 – MMA Forum NYC 2008   © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved.   3
Benefits for Consumers




  Embrace Mobile Nomads …
  • More variety
           In their mobile life with ad funded offer...
SOMA™ Mobile DNA




    Opening up Mobile Advertising …
    • Profiling
            Open, universal API to multiple Ad Sa...
SOMA™ In-Application

     The Smaato Network presents new mobile targeting opportunities
     worldwide. Some featured Mo...
SOMA™ Game Wrapper

                      Orange France In-Game Trial with SOMA Wrapper for Java
                         ...
SOMA™ Game Wrapper

                      Orange France In-Game Trial with SOMA Wrapper for Java
                         ...
ACD™ – Ad Call Display




                                • Turn mobile ads into direct response vehicle
                ...
SOMA™ In-Widget Ads


                                 • Widgets are an emerging cross over of
                           ...
SOMA™ Ecosystem




6/9/2008 – MMA Forum NYC 2008   © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved.   11
SOMA™ – Open Innovation


                                                                                                ...
SOMA™ Behavioral Profiles

          SOMA Platform as a Service Layer between Consumer and Developers
            Active D...
Introducing Smaato


                                      • Deliver Mobile Advertising platform for
                     ...
New Mobile Ad Formats

   MMA Guidelines “Applications” Sub committee – work in progress



    Measurement
              ...
Thank You.




      Harald Neidhardt
      CMO & Co-Founder Smaato Inc.
      San Mateo, CA
      harald@smaato.com

    ...
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Harald Neidhardt Smaato MMA Forum 2008 06 10

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MMA Forum is the largest event for mobile marketing annually and was attended by 800+ people in New York. Harald Neidhardt is the CMO & Co-Founder of Smaato Inc. and shares his insights about In-Application advertising.

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Harald Neidhardt Smaato MMA Forum 2008 06 10

  1. 1. “Downloadables” - An emerging mobile Ad Inventory for Brands Harald Neidhardt CMO & Co-Founder Smaato Inc. Vice Chair Mobile Advertising Taskforce dot.mobi MAG Co-Chair Mobile Advertising Council, BVDW / MMA Germany Corporate Sponsors Media & Association Sponsors
  2. 2. SOMA™ Mobile Ad-Server 6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 2
  3. 3. Opening Thoughts 6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 3
  4. 4. Benefits for Consumers Embrace Mobile Nomads … • More variety In their mobile life with ad funded offers • Easy Discovery and sampling of new Partner offerings • Sense of Value Through enhanced user experience and new services 6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 4
  5. 5. SOMA™ Mobile DNA Opening up Mobile Advertising … • Profiling Open, universal API to multiple Ad Sales Networks globally • Targeting Enriching User Profiles for more relevant ad delivery • Billing Trusted party for multiple partners in the ecosystem 6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 5
  6. 6. SOMA™ In-Application The Smaato Network presents new mobile targeting opportunities worldwide. Some featured Mobile Publishers / Developers: Activ Mticker mOcean Mobile Email Spodtronic Mobicomp MotionApps Funambol Liquid Air Labs 6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 6
  7. 7. SOMA™ Game Wrapper Orange France In-Game Trial with SOMA Wrapper for Java launched June 9, 2008 6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 7
  8. 8. SOMA™ Game Wrapper Orange France In-Game Trial with SOMA Wrapper for Java launched June 9, 2008 6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 8
  9. 9. ACD™ – Ad Call Display • Turn mobile ads into direct response vehicle • Advertisement at incoming call and after call • Successful Swisscom Trial: 15% CTR average 6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 9
  10. 10. SOMA™ In-Widget Ads • Widgets are an emerging cross over of in- application advertising & mobile web • Millions of downloads of NOKIA Widsets • Widget engines by Opera, Apple, Nokia, other 3rd parties • Development easier / more tech resources available • Hundreds of Symbian Developers • Thousands of Java Developers • “Millions” of Web Designers 6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 10
  11. 11. SOMA™ Ecosystem 6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 11
  12. 12. SOMA™ – Open Innovation In - Application In - Game Wrapper Carrier Sales Team Mobile Web Multiple Ad Servers In - Widget Ad Sales Networks Ad Funded Calls Java Mass Market Click Actions Smartphones 6/9/2008 – MMA Forum NYC 2008 CONFIDENTIAL © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 12
  13. 13. SOMA™ Behavioral Profiles SOMA Platform as a Service Layer between Consumer and Developers Active Display Communications Infotainment Entertainment Ad funded Calls E-Mail News Music / TV On Device Portal IM / SMS Navigation Navigation Idle Screen Communities Alarm Games In - Application In - Widget Game Wrapper SOMA™ - Mobile Advertising Platform with Open API Ad Sales Networks or Carrier Dedicated Ad-Server 6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 13
  14. 14. Introducing Smaato • Deliver Mobile Advertising platform for in-application advertising & mobile web • Create ad revenue streams for carriers, mobile developers & ad-sales networks • Monetize mobile ad inventory • Patent pending telephony ad technology Award winning technology: 6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 14
  15. 15. New Mobile Ad Formats MMA Guidelines “Applications” Sub committee – work in progress Measurement Update Connected Guidelines & applications Best Practices Delayed reporting Marking of Ad Action Ad Server standards Cached ads Tracking of offline usage Offline Games Wider banners to fill complete screen width Full Screen Ad Standards 6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 15
  16. 16. Thank You. Harald Neidhardt CMO & Co-Founder Smaato Inc. San Mateo, CA harald@smaato.com Vice-Chair Mobile Advertising Taskforce - Dot.Mobi Advisory Group Co-Chair Mobile Advertising Council - BVDW MMA Germany 6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 16
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