1 innovation in mobile offline advertisment mam (mobile advertising middleware) prosyst software...
TRANSCRIPT
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Innovation inMobile Offline Advertisment
MAM(Mobile Advertising Middleware)
ProSyst Software GmbH
Mobile Monday Frankfurt, October 2008
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Why Mobile Ads are Powerful
Click to Calli.e. the hotline
Click to Locatei.e. vodafone life
Click to Downloadi.e. brochure
Click to Competei.e. in online game
Click to Receivei.e. an email
Click to Buyi.e. the vodafone DSL
Click to Browseto advertiser’s site
Click to Forwardi.e. a link to a friend
Click to Videoi.e. an ads video
• High impression rate• Some context information• Direct back-channel • Click to <<whatsoever!!!!>>
Click to Votei.e. for best service
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Mobile Advertising Today
Small reach (but growing)SMS/MMS & Mobile Internet Sites only
Limitations:- User incentivisation- Leverage of unique phone features- Contextization
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CircumstancialIncidental
Passive Consumption
MAM
A newapproachto mobileAdvertising
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PersonalContextualBeneficial
Active Involvement
MAM
A newapproachto mobileAdvertising
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MAM(Mobile Advertising Middleware)
An innovative approachto Mobile Advertising
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Introduction
Mobile Marketing Channels Today
Messa-ging
MobileWeb
In-App
Video& TV
Ads placement inmobile website
Ads placement in-side applications
Video ads & adsplacement in TV(low penetration)
Ad messages, adsattached to msgs
SMS / MMS
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Introduction
MAM – a new mobile marketing channel!
MAM
Messa-ging
MobileWeb
In-App
Video& TV
Ads placement inmobile website
Ads placement in-side applications
Video ads & adsplacement in TV(low penetration)
Ad messages, adsattached to msgs
SMS/MMS
Direct data channel into mobile phone- Enables entirely new and powerful mobile ads use cases -
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Introduction
MAM in a Nutshell
MAM
Monetize the Idle Screen
Advertisein OfflineMode
3G
Push Adswithout
user Interaction
(no SMS/MMS)
Highlypersona-lized Ads
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MAM Key Features
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Key Features
Offline Ads MAM shows ads without the phone to be online
(ads are cached on phone)
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Key Features
User Context Information MAM supplies more and qualitatively better
user context information than mobile websites
Quality
Quantity
User ContextInformation
MobileWebsites
Context Information:
• User preferences & information (if opt-in)• Location• Date & Time• Installed applications• Installed contents• Usage patterns• Device information
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Key Features
Ads Placement MAM features various ads placement options
on the phone – outside of the browser: Popups & Tickers Intersticials & Presticials In-application ads
Popups Ticker In-App Animations
Push & Pull ads Animated Ads: flying,
turning, flipping
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Key Features
Ads Types MAM supports various ads content types:
Banners (images, static or animated) Videos (streamed, playback) Sounds (streamed, playback)
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Key Features
Statistics MAM supplies high-precision statistics and an
ads impression rate of 100% Ads are presented “on the fly” Possible triggers for ads placements:
- application launch & exit- keypad unlock- in-application ads triggers: - writing & receiving SMS messages - editing address book - etc.
Statistics provided per campaign, per user or user group, per device group, etc.
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Key Features
Dynamic In-Application Advertising Developers get an API to pull ads from MAM into
their applications. Pulled ads content will depend on app context and
information provided by the app
Example: The user can win a certain product (i.e. golf balls) if he reaches a specific level in the game (i.e. hole 18 under par)
Example: The Nascar app fetches and presents adsfrom car manufacturers
…
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Value Proposition
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Value Proposition
Shared Value-Add MAM enables value-add distribution among all
parties of the value chain: Subscribers Operator Advertisers Developers
Personalized Ads
New Channel to Customers
Personalized Ads
Content Promotion
Goody for MAM Activation
New revenue stream
Better reach
New revenue stream
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MAM Technology
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MAM Technology
How does MAM work?
MAM
Device Interface- Ads push/pull- Statistics
DB
Publisher Portal- Publish ads- Seek Statistics- Manage Campaigns
Brands Publishers
Agencies
Ads push/pull
Statistics
MAM Extension
Ads Server
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MAM Technology
MAM on the Phone User opt-in
MAM feature activation according to what the user opts-in for MAM provides a simple User Interface on the phone User can enter preferences, personal info, interests, etc.
Push Mode MAM pushes adds onto the User Interface depending on
configurable events (i.e. user unlocks the phone) MAM picks ad content depending on device context, user
preferences, time, location, etc. Rule-based ads placement and selection process Rules are set at the server
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MAM Technology
MAM on the Phone, cont. Pull Mode
MAM offers an API to application developers Developers can pull context based ads into their apps at
runtime by calling into this API and pulling content MAM will register what app called the API and include that
into the statistics
Implementation Specific MAM client development per platform, varying features S60, WinMobile, Java, Android, Qualcom, others
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MAM Technology
MAM on the Backend Ads Server
Leverage existing ads server solutions & ecosystems Integration with MAM extension required
MAM Extensions Synchronization of MAM on-device database for ads Opt-in registry & user preferences Handling of MAM specific statistics Etc.
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ProSyst Footprint
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ProSyst Footprint
ProSyst Software GmbH Pinoneer in embedded / mobile Java technology Strong footprint in mobile handset development
(Java, Nokia S60, Windows Mobile, Linux, Brew) Privately held, Headquater in Cologne 130 Employees References in mobile industry (customers & partners):
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Contact
Joachim Ritter
Mobile: +49 163 6604 405
http://mobileosgi.blogspot.com
ProSyst Software GmbH
Dürener Straße 405
D-50858 Cologne, Germany
Tel. +49 221 6604-0
Fax +49 221 6604-660
www.prosyst.com
Member of:
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References
Slide 4Photography: 045/365 Through the Train WindowAuthor: stuartpilbrowSource: Flickr, http://flickr.com/photos/stuartpilbrow/2812133192/
Slide 5Photography: Wine MenuAuthor: thehalfshow.comSource: Flickr, http://flickr.com/photos/thehalfshow/494381658/
Slide 2Photography: HorizontAuthor: over-boredSource: Flickr, http://flickr.com/photos/over-bored/2646310566/
Slide 3Photography: Sun RiseAuthor: macoSource: Flickr, http://flickr.com/photos/makram/16991807/in/set-420310/