John SanGiovanni, Co-Founder & Vice President of Product Design at Zumobi Everything I need to know about Mobile Advertising I learned from the Ninja Turtles. Interested in the exploding landscape of mobile advertising? Are you constantly pondering the spiritual connection between Ninjas, Advertising, and Apps? Join John SanGiovanni for a colorful analysis of the state of Mobile Advertising. Seattle’s Zumobi spun-out of Microsoft Research in 2006 and is now the leading mobile media company, having published numerous premium apps including NBC News, Popular Science, TODAY Show, TLC, and Motor Trend. Consumers, publishers, and brands are all increasingly underwhelmed by the ubiquitous banner ads littering the mobile terrain. As an industry, our goal should be to create elegant branded placements that are seamlessly integrated within tomorrow’s apps, without disrupting the user experience. Join us for a showcase of mobile ad projects for major brands like American Express, General Motors, and Ford Mustang. John will chronicle the product journey that led to Zumobi’s Brand Integration (ZBi) rich media ad platform, which enables these types of extremely immersive brand experiences. What makes a successful mobile campaign? How are these created? What can the experience of being a Disney character teach you about mobile advertising? This talk will answer all of these deep mystical questions and many, many more.

1. Everything I Need to Know about Mobile Advertising
I Learned from the Ninja Turtles.
John SanGiovanni
Cofounder | VP Product Design

4. Design & Publishing Highly Scalable, Multi-Screen Publishing Platform
Advertising & Monetization Multi-Screen Brand Integrated Experiences

7. Design & Publishing Highly Scalable, Multi-Screen Publishing Platform
Advertising & Monetization Multi-Screen Brand Integrated Experiences

8. Banners / Ad Networks

9. Television Web Mobile
Brand Campaigns Brand / Engagement Brand / Engagement
Microsites, Video Branded Apps
Television Spots Brand Integration
Search, Response Banners, Search, Local
Infomercials
Response / Performance Response / Performance Response / Performance

16. Donald Duck
Personality
Donald's dominant personality
trait is his short temper and, in
contrast, his positive outlook on
life. Many Donald shorts start with
Donald in a happy mood, without a
care in the world, until something
comes and spoils his day.
His anger is a great cause of
suffering in the duck's life.

18. Lesson 1
The Guest Experience
“We should all strive
to Surprise, Delight, and
Engage our Guests”

24. Lesson 2
Attitude is Everything.
“They can’t see your face.
They CAN see your expression.”

25. The Teenage Mutant Ninja Turtles
are Coming to Disney!
Casting Call: 3:00pm, July 8
EPCOT Rehearsal Room G
There will be an open audition for Studio Character Performers
with an interest in joining the opening cast for the Teenage

28. It’s a cliché thing to say, but… Passion is Important.
It’s my belief that the passion (or lack thereof) in a game,
actually leaks out. That you can a lot of times tell when you’re
playing something, whether or not love went into it, and how
much love went into it. Maybe I’m crazy… I don’t know if it’s
something that you’re consciously aware of, but I think that it
seeps into the cracks of a game, and radiates outward.
You can feel the love in a game.
- Corey May, Ubisoft Montreal

35. Lesson 3
Pace Yourself
“This is an Endurance Game.”

37. 11 Unread
Doug Blair
Mary Czewrinski
Tom Dopirak
Noelle Triou
Lili Cheng
Tom McMail
Sailesh Chutani
…
MapPoint Inbox
July 15 8:50AM
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7/15 7:25a
HP
Announces
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5 Active Playlists
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New Pocket PC
Connection! Phone…
3degrees engadget
LaunchTiles
LiveTiles
July 15 8:50AM
wallop Xbox Live

38. 1% 1%
Zumobi-4

45. Lesson 4
The Yin and the Yang.
Hard-Style vs. Soft-Style

48. How do you tell the story of the
American Express Membership Effect
via mobile advertising?
Through an immersive panorama,
leveraging the new ZBi platform,
designed for personalization,
participation, and rewards…

49. Personalized Units
Multiple Creatives | App-Specific Placements | Frequency-capped | Auto-Expanding

50. The Panorama

51. Center Stage

52. Center Stage
JOHN
LONGWOOD
LONGWOOD

53. Center Stage

54. Photo UGC

55. The Panorama

56. The Panorama
We’ve chosen a photo for you,
based on your selections.
…or, feel free to upload
another of your own! Learn how to sync your card
for local offers.
Your Name
Your Town
ZBi’s One Touch Social unique feature
knows that the user has already logged- ..and get started,
in to Twitter/Facebook in-app. Touch right on the panorama.
the button, you’re following the brand. Remember this Photo?
Very fast. Very cool. You took it!

57. Thank You for your Time.