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Innovation in Mobile Offline Advertisment MAM (Mobile Advertising Middleware)

Innovation in Mobile Offline Advertisment MAM (Mobile Advertising Middleware) ProSyst Software GmbH Mobile Monday Frankfurt, October 2008. Why Mobile Ads are Powerful. Click to Buy i.e. the vodafone DSL. Click to Vote i.e. for best service. Click to Video i.e. an ads video.

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Innovation in Mobile Offline Advertisment MAM (Mobile Advertising Middleware)

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  1. Innovation in Mobile Offline Advertisment MAM (Mobile Advertising Middleware) ProSyst Software GmbH Mobile Monday Frankfurt, October 2008

  2. Why Mobile Ads are Powerful Click to Buy i.e. the vodafone DSL Click to Vote i.e. for best service Click to Video i.e. an ads video Click to Download i.e. brochure Click to Locate i.e. vodafone life Click to Forward i.e. a link to a friend Click to Browse to advertiser’s site Click to Call i.e. the hotline Click to Receive i.e. an email Click to Compete i.e. in online game • High impression rate • Some context information • Direct back-channel • Click to <<whatsoever!!!!>>

  3. Mobile Advertising Today Small reach (but growing) SMS/MMS & Mobile Internet Sites only Limitations: - User incentivisation - Leverage of unique phone features - Contextization

  4. MAM A new approach to mobile Advertising Circumstancial Incidental Passive Consumption

  5. MAM A new approach to mobile Advertising Personal Contextual Beneficial Active Involvement

  6. MAM (Mobile Advertising Middleware) An innovative approach to Mobile Advertising

  7. Introduction Mobile Marketing Channels Today Ads placement in mobile website Ad messages, adsattached to msgs SMS / MMS Messa- ging Mobile Web Video & TV In- App Video ads & ads placement in TV (low penetration) Ads placement in- side applications

  8. Introduction Direct data channel into mobile phone - Enables entirely new and powerful mobile ads use cases - MAM – a new mobile marketing channel! Ads placement in mobile website Ad messages, adsattached to msgs SMS/MMS Messa- ging Mobile Web Video & TV In- App Video ads & ads placement in TV (low penetration) Ads placement in- side applications MAM

  9. Introduction MAM in a Nutshell Monetize the Idle Screen Push Ads without user Interaction (no SMS/MMS) MAM Advertise in Offline Mode Highly persona- lized Ads 3G

  10. MAM Key Features

  11. Key Features • Offline Ads • MAM shows ads without the phone to be online(ads are cached on phone)

  12. Key Features MAM • User Context Information • MAM supplies more and qualitatively betteruser context information than mobile websites Quality • Context Information: • User preferences & information (if opt-in) • Location • Date & Time • Installed applications • Installed contents • Usage patterns • Device information User Context Information Mobile Websites Quantity

  13. Key Features • Ads Placement • MAM features various ads placement optionson the phone – outside of the browser: • Popups & Tickers • Intersticials & Presticials • In-application ads • Push & Pull ads • Animated Ads: flying,turning, flipping Popups Ticker In-App Animations

  14. Key Features • Ads Types • MAM supports various ads content types: • Banners (images, static or animated) • Videos (streamed, playback) • Sounds (streamed, playback)

  15. Key Features • Statistics • MAM supplies high-precision statistics and anads 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.

  16. Key Features • Dynamic In-Application Advertising • Developers get an API to pull ads from MAM intotheir applications. • Pulled ads content will depend on app context andinformation 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 • …

  17. Value Proposition

  18. Value Proposition • Shared Value-Add • MAM enables value-add distribution among all parties of the value chain: • Subscribers • Operator • Advertisers • Developers Personalized Ads Goody for MAM Activation New Channel to Customers New revenue stream Better reach Personalized Ads New revenue stream Content Promotion

  19. MAM Technology

  20. MAM Technology How does MAM work? Publishers Brands Agencies • Publisher Portal • - Publish ads • Seek Statistics • Manage Campaigns Ads push/pull MAM Ads Server DB Statistics Device Interface - Ads push/pull - Statistics MAM Extension

  21. 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, userpreferences, time, location, etc. • Rule-based ads placement and selection process • Rules are set at the server

  22. 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 thatinto the statistics • Implementation • Specific MAM client development per platform, varying features • S60, WinMobile, Java, Android, Qualcom, others

  23. 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.

  24. ProSyst Footprint

  25. 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):

  26. Contact Joachim Ritter j.ritter@prosyst.com 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 info@prosyst.com www.prosyst.com Member of:

  27. References Slide 2 Photography: Horizont Author: over-bored Source: Flickr, http://flickr.com/photos/over-bored/2646310566/ Slide 3 Photography: Sun Rise Author: maco Source: Flickr, http://flickr.com/photos/makram/16991807/in/set-420310/ Slide 4 Photography: 045/365 Through the Train Window Author: stuartpilbrow Source: Flickr, http://flickr.com/photos/stuartpilbrow/2812133192/ Slide 5 Photography: Wine Menu Author: thehalfshow.com Source: Flickr, http://flickr.com/photos/thehalfshow/494381658/

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