John San Giovanni - Mobile Advertising - SIC2012


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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.

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John San Giovanni - Mobile Advertising - SIC2012

  1. 1. Everything I Need to Know about Mobile Advertising I Learned from the Ninja Turtles. John SanGiovanni Cofounder | VP Product Design
  2. 2. Design & Publishing Highly Scalable, Multi-Screen Publishing PlatformAdvertising & Monetization Multi-Screen Brand Integrated Experiences
  3. 3. Design & Publishing Highly Scalable, Multi-Screen Publishing PlatformAdvertising & Monetization Multi-Screen Brand Integrated Experiences
  4. 4. Banners / Ad Networks
  5. 5. Television Web MobileBrand Campaigns Brand / Engagement Brand / Engagement Microsites, Video Branded Apps Television Spots Brand Integration Search, Response Banners, Search, Local InfomercialsResponse / Performance Response / Performance Response / Performance
  6. 6. Donald DuckPersonalityDonalds dominant personalitytrait is his short temper and, incontrast, his positive outlook onlife. Many Donald shorts start withDonald in a happy mood, without acare in the world, until somethingcomes and spoils his day.His anger is a great cause ofsuffering in the ducks life.
  7. 7. Lesson 1The Guest Experience “We should all striveto Surprise, Delight, and Engage our Guests”
  8. 8. Lesson 2 Attitude is Everything. “They can’t see your face.They CAN see your expression.”
  9. 9. The Teenage Mutant Ninja Turtles are Coming to Disney! Casting Call: 3:00pm, July 8 EPCOT Rehearsal Room GThere will be an open audition for Studio Character Performerswith an interest in joining the opening cast for the Teenage
  10. 10. 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’replaying something, whether or not love went into it, and howmuch love went into it. Maybe I’m crazy… I don’t know if it’ssomething that you’re consciously aware of, but I think that itseeps into the cracks of a game, and radiates outward.You can feel the love in a game. - Corey May, Ubisoft Montreal
  11. 11. Lesson 3 Pace Yourself“This is an Endurance Game.”
  12. 12. 11 Unread Doug Blair Mary Czewrinski Tom Dopirak Noelle Triou Lili Cheng Tom McMail Sailesh Chutani …MapPoint Inbox July 15 8:50AMWeather Photomesa WeatherFri Sat Sun 7/15 7:25a HP Announces New iPAQ…5 Active Playlists 7/15 8:49a7 Skins MotorolaNew Pocket PCConnection! Phone…3degrees engadget LaunchTiles LiveTiles July 15 8:50AMwallop Xbox Live
  13. 13. 1% 1% Zumobi-4
  14. 14. Lesson 4The Yin and the Yang.Hard-Style vs. Soft-Style
  15. 15. How do you tell the story of theAmerican Express Membership Effectvia mobile advertising?Through an immersive panorama,leveraging the new ZBi platform,designed for personalization,participation, and rewards…
  16. 16. Personalized UnitsMultiple Creatives | App-Specific Placements | Frequency-capped | Auto-Expanding
  17. 17. The Panorama
  18. 18. Center Stage
  19. 19. Center Stage JOHN LONGWOOD LONGWOOD
  20. 20. Center Stage
  21. 21. Photo UGC
  22. 22. The Panorama
  23. 23. 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 featureknows 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!
  24. 24. Thank You for your Time.