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.

Technology

Everything I Need to Know about Mobile Advertising
I Learned from the Ninja Turtles.

John SanGiovanni
Cofounder | VP Product Design

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.

Lesson 1
The Guest Experience

“We should all strive
to Surprise, Delight, and
Engage our Guests”

Lesson 2
Attitude is Everything.

“They can’t see your face.
They CAN see your expression.”

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

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

Lesson 3
Pace Yourself

“This is an Endurance Game.”

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Mary Czewrinski
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Sailesh Chutani
…
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Fri Sat Sun

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July 15 8:50AM
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Lesson 4
The Yin and the Yang.

Hard-Style vs. Soft-Style

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…

Personalized Units

Multiple Creatives | App-Specific Placements | Frequency-capped | Auto-Expanding

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Synchronous "social network" gameplay is, on one hand, a possible key to deeper "social" connections between gamers. On the other hand, it is an awkward fit for environments that thrive on asynchronous interaction within the social graph. Synchronous gameplay is growing in popularity on Facebook, but these games generally offer interactions independent to the social graph -- meaning you play mostly with strangers, not friends. Game developers often assume synchronous friend-to-friend interactions happen serendipitously, if at all. Ziemowit Poniewierski from Can't Stop Games disagrees. "Pirate Saga" uniquely utilizes Facebook "Groups" functionality to encourage synchronous friend-to-friend interactions, and drive ongoing engagement with the game world even when the game isn't open. Don't miss this opportunity to hear how an Eastern European developer creatively applies underutilized Facebook platform features to encourage friends to interact in real time, and attracted big publisher attention as a result.

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