Mobile Innovation Trends

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Innovation in Mobile Advertising Harald Neidhardt CMO & Co-Founder Smaato Inc. San Francisco - Hamburg

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Harald Neidhardt, CMO & Co-Founder of Smaato presented at the MMA Forum in Singapore in the panel: Best of the world and future gazing: Innovations, trends, services that makes you believe in the future …

Transcript of Mobile Innovation Trends

Page 1: Mobile Innovation Trends

Innovation in Mobile Advertising

Harald Neidhardt

CMO & Co-Founder

Smaato Inc. San Francisco - Hamburg

Page 2: Mobile Innovation Trends

Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

The silence before the storm in mobile advertising?

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Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

Mobile Advertising Mantra

Startexperimenting with mobile, test, refine, repeat.Sir Martin Sorrell, Chief Executive, WPP

Page 4: Mobile Innovation Trends

Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

Connect with your Consumer

Page 5: Mobile Innovation Trends

Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

Mobile advertising Trends

• Conversation

• Engagement

• Permission

• Attention

• Economy of one

• 99% failure rate

Page 6: Mobile Innovation Trends

Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

Start a mobile conversation

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Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

Over promising ?

Extreme copy texting – less engaging landing pages

Page 8: Mobile Innovation Trends

Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

App Store Cross Promotion

Pop-up ad links

Page 9: Mobile Innovation Trends

Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

POPP goes the Budget

Broken links

Page 10: Mobile Innovation Trends

Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

Mobile social media – Always On

Connection is King

Page 11: Mobile Innovation Trends

Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

Profile Data for Relevancy

Page 12: Mobile Innovation Trends

Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

Profile Data for Relevancy

Page 13: Mobile Innovation Trends

Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

Personalization

Device Location

Gender

HouseholdNet Income

Country

ZIP code

Apps installed

Content channel

Age

Target groupclustering

carrier

Page 14: Mobile Innovation Trends

Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

US Consumer Acceptance

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Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

I DARE YOU :

Get to know your Customer

+ Better Pre-Click Creativity

+ Better Post-Click Conversation

= Better Post-Click Conversion

Page 16: Mobile Innovation Trends

Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

About Smaato

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Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

SOMA™ Smaato Open Mobile Advertising

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• Single Integration for Publishers• Maximizing Fill Rate (98+%)• Targeting & Reporting

Global Ad Sales Network Aggregation

Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

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Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

North America EMEA Asia/Pacific

Challenge: Large Global Traffic

Page 19: Mobile Innovation Trends

Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

North America EMEA Asia/Pacific

Smaato

SOMA

Solution: Ad Network Aggregation

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Copyright © 2009 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.

Harald Neidhardt

CMO & Co-Founder

[email protected]

www.smaato.com

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