Harald Neidhardt Smaato MMA Forum 2008 06 10

“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

6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 2

SOMA™ Mobile Ad-Server


Opening Thoughts

Benefits for Consumers

• More varietyIn their mobile life with ad funded offers

• Easy Discoveryand sampling of new Partner offerings

• Sense of ValueThrough enhanced user experience and new services

Embrace Mobile Nomads …


SOMA™ Mobile DNA

• ProfilingOpen, universal API to multiple Ad Sales Networks globally

• TargetingEnriching User Profiles for more relevant ad delivery

• BillingTrusted party for multiple partners in the ecosystem

Opening up Mobile Advertising …



SOMA™ In-Application

Activ MtickerMobicomp

mOceanMotionApps

Mobile EmailFunambol

SpodtronicLiquid Air Labs

The Smaato Network presents new mobile targeting opportunities worldwide. Some featured Mobile Publishers / Developers:

SOMA™ Game Wrapper

Orange France In-Game Trial with SOMA Wrapper for Java launched June 9, 2008



ACD™ – Ad Call Display

• Turn mobile ads into direct response vehicle• Advertisement at incoming call and after call• Successful Swisscom Trial: 15% CTR average


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


SOMA™ Ecosystem


SOMA™ – Open Innovation

Ad Funded Calls

In - Application

In - Game Wrapper

In - Widget

SmartphonesClick

Actions

Mobile WebCarrier Sales Team

Multiple Ad Servers

Ad Sales Networks

Java Mass Market

6/9/2008 – CONFIDENTIAL


NavigationIM / SMS

SOMA™ Behavioral Profiles

Active Display Communications Infotainment Entertainment

In - Application Game WrapperIn - Widget

SOMA™ - Mobile Advertising Platform with Open API

Alarm GamesIdle Screen Communities

NavigationOn Device Portal

Music / TVE-Mail NewsAd funded Calls

Ad Sales Networks or Carrier Dedicated Ad-Server

SOMA Platform as a Service Layer between Consumer and Developers


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:


New Mobile Ad Formats

MMA Guidelines “Applications” Sub committee – work in progress

Full Screen Ad Standards

Delayed reporting

Cached ads

Connected applications

Marking of Ad Action

Wider banners to fill complete screen widthOffline GamesAd Server standards

Tracking of offline usage

UpdateGuidelines & Best Practices

Measurement


Thank You.

Harald NeidhardtCMO & Co-Founder Smaato Inc.San Mateo, CA [email protected]

Vice-Chair Mobile Advertising Taskforce - Dot.Mobi Advisory GroupCo-Chair Mobile Advertising Council - BVDW MMA Germany

Harald Neidhardt Smaato MMA Forum 2008 06 10

Economy & Finance

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