1. Jan, Uzma, Sahana, Jx MS&E 239

3.  Overview of the mobile marketing landscape  Traces a path from the marketer to the consumer  Specifically, all channels in a mobile platform

4.  Provide marketing communications services  Consultation on ◦ Branding and Identity ◦ Advertising ◦ Corporate marketing ◦ Media expertise  Communications campaigns Communications campaigns

5.  Internal team of an agency  Monitor and execute campaigns across the Exchange landscape ◦ Buy and sell display inventory utilizing the DSP within that agency.  Ensure that ideas are efficiently delivered across media platforms  Integrates technology, data and inventory to manage audiences.  Criticism Identify Segmentation Strategy Determine Inventory pools to reach audience Leverage tools

6.  Helps communicate with consumers  Identify business issues, markets and consumers  Clients’ media investment is evaluated and accountable  ROI is key Strategic Results system Multiple Vendor formats

8.  Integrated system for buyers to satisfy their demands in the Mobile Landscape Demands PublisherAdvertiser Monetize their mobile web content Reach potential customers

9.  StrikeAd was set up in 2010 to satisfy the global need for a streamlined media planning and buying environment on mobile  StrikeAd Fusion - It lets media buyers create and deploy global mobile advertising campaigns  StrikeAd Engage – StrikeAd EngageTM offers media planners a complete managed service to get their mobile campaigns up and running  [amobee] offers comprehensive mobile advertising solutions to the largest mobile operators, publishers, and advertisers  Customers include zynga, ebay, Google, skype, Nokia, Barnes & Noble and mozilla  They are backed by Sequoia Capital, ACCEL, Globespan Capital, Cisco, Motorola and Telefonica

10.  Create market liquidity by connecting buyers and sellers together through a real time bidding platform

11.  Connects more than 25 online, video and mobile ad networks  Serves and monetizes more than 3,280 ad requests per second or 8.5 billion ad requests per month  Has served 33 billion ad impressions on more than 100 million unique smartphone devices  Real-time bidding will be a multi-million dollar business in the next five years.  Eight of the top 15 ad networks, are increasingly tapping AppNexus (comScore, June 2010).

12.  No ad network is dominant ◦ There are at least 10 ad networks in the US alone.  No one really knows what ad network is biggest ◦ Any figures you read about market share or revenue are estimates, if not pure guesswork.  Mobile ad networks are not created alike ◦ Choose a partner that suits your requirements, target market, geography and budget. Source: mobithinking.com

13.  Acquired by Google in Nov, 2009 for $750m  Ads can be targeted to specific sites or you can browse their channel categories including categories like communities, contextual search, entertainment, etc.  All ads are run on an auction-based pricing system  AdMob clients include ESPN, CBS, Geico...  Launching in 2008, Mojiva is headquartered in New York and offers a team with experience from Google, AdMob, DoubleClick, Microsoft and Motricity  Mojiva provides more than 750 million unique users worldwide and executions that can run across every device and tablet, mobile site and app.

15.  Used for integrated management of relationship with customers ◦ mobile marketing ◦ mobile sales force automation ◦ mobile customer service.  Convenient and speedy communication between organizations and customers  Used in situations where conventional communication channels and the Internet fail to expand customer relationships

16.  Single View of the Customer: ◦ Create persistent customer identifiers on existing data, providing you a logically integrated view of consumers.  Marketing Central Nervous System: ◦ Create the synapse that sends and receives signals about customer behavior, and then intelligently recalibrates based upon what they do or don’t do.

17. Data analytics Customer Relationship Management Social targeting Real-time analysis Financial/Credit-based CRM

18.  Layouts for mobile campaigns  Voting, trivia, branded media  Ad formats  SMS based, rich media

19. SMS based Rich Media Audio/Video

20.  Understanding how customers engage beyond the initial download or site visit is essential to the success of mobile marketing efforts.  Measure how customers use or engage with mobile channels

21. App -based Cross-media

22.  Ad platforms for serving rich media  Build, serve and track rich media ads  HTML5 based  Interact with Agencies, Publishers and Ad- creators

24.  Optimizes ad inventory for publishers to maximize revenue  Tracks revenue and performance from ads across networks  Provides supply-side platform

25. Localized Marketplace

27.  NaaS (Network as a Service) ◦ Monetizing assets and functionality within networks ◦ Billing, location, messaging and voice communications  Virtual Operators  Clearinghouses for providers ◦ ISP’s, mobile networks, cable networks, VoIP

28.  Text-messaging Ads ◦ Brand messages ◦ Interactive coupons  Interoperating of disperate technologies (roaming, BI, etc.)  First P2P mobile video solution  Mobile commerce enabling  VIDEO VIDEO

29.  Automated ad buying cycle ◦ Management of ad inventory (publishers) ◦ Increased purchasing efficiency ◦ Minimized unsold publisher inventory  Advanced functionality ◦ Sequencing ads so users see messages in a specific order ◦ Excluding competition so users do not see competitors' ads directly next to one another ◦ Displaying ads so an advertiser can own 100% of the inventory on a page (Roadblocks) ◦ Targeting ads to users based on their previous behavior ◦ Targeting specific IP-addresses i.e. targeting specific individuals or companies

31.  Extending websites to mobile devices  SaaS platform ◦ SMS/MMS Ads ◦ Mobile Coupons with POS integration