Harald Neidhardt Smaato MMA Forum 2008 06 10
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Transcript of 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
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 3
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 …
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 4
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 …
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 5
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 6
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
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 7
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 8
SOMA™ Game Wrapper
Orange France In-Game Trial with SOMA Wrapper for Java launched June 9, 2008
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 9
ACD™ – Ad Call Display
• Turn mobile ads into direct response vehicle• Advertisement at incoming call and after call• Successful Swisscom Trial: 15% CTR average
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 10
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
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 11
SOMA™ Ecosystem
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 12
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
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 13
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
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 14
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:
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 15
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
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 16
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