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medialets

October 7, 2010
Comments by Guillermo Kopp@GuillermoKopp
Chairman, GUAU Corporation / gk @ guauco.com

Participants Included: Medialets, Jumptap, Greystripe, Percent Mobile, InMobi, Todacell, Ringleader Digital, Ogilvy, Microsoft, and Google.

1. ROI: Mobile gets 5% of the dollars and takes 85% of the effort. Agencies must prove the returns. Brands should pay for customer actions, not clicks. Advertising within the app is getting too expensive.

Comment: We find that the click rate from app to website is small; some apps inadvertently trigger clicks, and a significant portion of mobile display ads are delivered incorrectly. Besides improving the delivery and linking ads to customer actions, advertisers should invest in retraining people.

2. Impact of advertising: What are the right analytics and metrics of success for mobile? Should advertisers focus on ROI or quality? Online advertising took 20 years to reach 20% of the total.

Comment: Mobile advertising should be more impactful and leverage other media platforms. Successful investments in mobile will bring significant returns. For instance, location will enable advertisers to target the right message at the right moment to consumers who are inclined to act.

3. Evolving media: Marketers must connect with mobile consumers. Advertising content must tap offline data, get optimized for the fast changing mobile channel, and deliver a better customer experience.

Comment: We believe that different mobile solutions are still looking for a genuine business issue that is worth solving. Marketers should connect the dots and integrate traditional campaigns, such as discount coupons, thus unleashing the intrinsic and holistic power of mobile advertising.

4. Successful campaigns: Agencies will take a long time to master the mobile channel. First, they must overcome an advertising culture that is rooted in traditional media.

Comment: Successful mobile content will serve as a media anchor and drive consumers to come back for more. Ads on search engines and other mobile advertising schemes that “convert” to actual purchases will bring incremental revenue streams and prompt brands to advertise more aggressively.

5. Security and privacy: Ads are being infected with malware. Enterprise CIOs are feeling “invaded” by mobile platforms. Privacy is becoming a social responsibility, and security is a much broader concern.

Comment: Notwithstanding a gradual adoption of selected mobile platforms for secure use within the enterprise, we see that devices, apps, and browsers still show significant vulnerabilities. To avoid compromising public trust, advertisers must be aware of the perils attached to makeshift mobile ads.

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April’s Roundtable is focsuing on “Mobile Apps” and the new ecosystem that has been created with smartphones. Ranging from the most popular iPhone to Android and Blackberry mobile apps are more popular and essential to big companies. How are they created, how do they make money, how do they market themselves.

Rhino Mobile: Combining a revolutionary digital distribution engine with a unique service structure that unites advertisers, programmers and developers under a single label, Rhino Mobile is poised to take its place at the forefront of the rapidly expanding mobile marketing industry. With an ever-growing user base and unparalleled access to consumers through our patent-pending software, Rhino Mobile can specifically custom tailor a campaign to reach any area, any market, any individual with the click of a button.

Attending: Pablo Arenas

Buzzd: Buzzd is your source for real-time ratings of places around you. Find the hottest spots using the buzzdmeter, share updates with your friends and earn great rewards.

Attending: Nihal Mehta

rmbrME: rmbrME lets you send your rmbrME vCard–a one-stop electronic business card that has your photo and contact information, plus links to your company website, social networks and blogs. Your contacts can view your rmbrME vCard on their smartphone and save your contact information directly to their address book.

Attending: Gabe Zichermann

Snac: Snac, Inc. is a mobile software and services company that has developed and deployed into Beta a mobile widget service that was selected as a Top 10 Mobile Application of 2009. The service helps companies connect more frequently, quickly and effectively with their mobile consumers. It accomplishes this by providing end-users with sub-second access to top web services and content via a personalized iPhone-like widget dashboard. The service is unique in the speed and simplicity of its user experience, its ability to run on hundreds of mass-market phones as well as smartphones, and its ability to be tailored to meet the needs of the company’s media and consumer services partners.

Attending: Mark Caron

Medialets: Medialets develops technologies that enable mobile application developers to measure their audience and monetize their mobile applications with rich media advertising. The company offers a rich media advertising and analytics platform for applications built for the iPhone and Android, with support for BlackBerry, Windows Mobile, Symbian and Palm Pre devices coming in 2010. Medialets allows brands to create targeted advertising campaigns leveraging the interactive capabilities unique to these devices in an environment that provides complete measurability whether a user is online or offline.

Attending: Eric Litman

Thumbplay: Thumbplay is defining the mobile entertainment experience for U.S. consumers and is the nation’s largest and fastest-growing provider of mobile content. Thumbplay features licensed music, video and games from some of the world’s largest entertainment companies, including: EMI, Sony Music Entertainment, Universal Music Group, Warner Music Group and Sony Pictures Television, as well as several independent labels and artists and video game companies.

Thumbplay Music – which launched in private beta on January 7, 2010 and in public beta on March 4, 2010 – is a cloud-based music service that provides unlimited access to more than 8 million songs under license from every major record label and more than 25,000 indie labels. The mobile app is currently available on BlackBerry and Android smartphones and PCs/Macs. It will be available on iPhone within the first half of 2010.

Attending: Chris Phenner

GuerillaApps: GuerillaApps is a boutique iPhone app developer. Their apps include Sagatiba, Broken Meters, Body Sushi and Mitsubishifma cross platform, mobile social app developer. They are a small team of creative minds with a fanatical passion to craft elegant, fun and innovative applications. They work with leading ad agencies and brands to deliver engaging interactive campaigns.

Attending: Raviv Turner

Eyedip: Eyedip is mobile entertainment company that specializes in the development, marketing and distribution of software and applications.

Attending: Steven Fleisher

WorldLiveMobile: WorldLive Mobile offers the best free iPhone apps to keep up with your favorite music artists and Hollywood stars.

Attending: Dan Goldman

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Mojiva: Mojiva is a young and dynamic startup company with a mission to help monetize all mobile content across the globe. All of Mojiva’s products and solutions are built with simplicity in mind. We believe that the less time you spend managing, the more time you can spend selling. Mojiva is simple. Mobile. Advertising.

Attending: Dave Gwozdz, CEO

Medialets:  Medialets was founded in June 2008, Medialets develops technologies that enable mobile application developers to measure their audience and monetize their applications through advertising. The company offers a rich media advertising and analytics platform for applications built for the iPhone and Android, with support for BlackBerry, Windows Mobile, Symbian and Palm Pre devices coming in 2009. Medialets allows brands to create targeted advertising campaigns leveraging the interactive capabilities unique to these devices in an environment that provides complete measurability whether a user is currently online or offline.

Attending: Eric Litman, Chairman & CEO
Twitter: @medialets @ericlitman

Snac :  Snac is a free mobile app that gives users faster, easier access to content they want most. From Facebook and Twitter to Gmail and Flickr, Snac delivers the latest news, sports, weather, email, social network updates and more via “Snacs” that are stored in a unique, live dashboard that serves up information at a glance. Snac supports nearly 300 phones, from low-cost, feature handsets, to the latest smart devices, enabling anyone to keep connected. Snac provides custom versions of the service that let companies connect with their mobile consumers every day.

Attending: Kevin King, VP Product & Operations

MeetMoi: meetMoi is the first location-based mobile dating service available across all major carriers in the United States. It works on all devices that can access the Internet. meetMoi changes the way online singles connect by matching up users who are in the same place at the same time in the real world. It is available at no cost to sign up and $9.99/month for subscription service. meetMoi is based in New York and backed by venture capital firms Acadia Woods Partners and ETF Venture Funds.

Attending: Andrew Weinreich, CEO / Alex Harrington, President
Twitter: @meetmoi@alex_h

Xtify: Xtify’s mission is to revolutionize location based services by proving websites with location data derived independently of the wireless operators. The software is designed to allow users to determine with whom they share their location information. Web applications can utilize Xtify’s free location lookups, or take advantage of the Company’s proprietary layer of business logic API’s. The Company is based in New York and backed by venture capital firms Acadia Woods Partners and ETF Venture Funds. Xtify works worldwide on most BlackBerry, Android, Windows and Symbian devices.

Attending: Josh Rochlin, CEO
Twitter: @xtify

Centrl: Centrl is a location-based social network that lets you share your location with friends, discover the world around you, and learn about money-saving offers. Access Centrl from the web or download our free mobile application for the iPhone, Blackberry or Android.

Attending: Murat Aktihanoglu, CEO
Twitter: @centrl@muratny

FlyScreen : Flyscreen is a dynamic mobile platform that provides always-on access and streaming content to the mobile phoneʼs sleep screen for the billion dollar mobile internet market. FlyScreen’s presence on this unique phone real estate gives users zero click access to the content they use most. FlyScreen eliminates unnecessary clicking and navigating, is extremely customizable and can support a broad range of web services.

Attending: Justin Oberman, SVP Product & marketing Strategy
Twitter: @flyscreen@justinoberman

BarvoTVSonia Barlow, Manager Emerging Media

Sonia Barlow is a mobile marketing professional with 5+ years of experience producing and managing mobile content for companies like Bravo (NBC/Universal), the Tribeca Film Festival, and Alltel Wireless. She started her mobile career at Alltel Wireless (now Verizon) where she launched Alltel’s first streaming video application with MobiTV, as well as Alltel’s ringbacks platform. Currently she manages mobile content and emerging media initiatives at Bravo.

Twitter: @soniabarlow

Time IncJohn Paris, Director Mobile Products

John Paris, Director of Mobile Products for Time Inc., is responsible for executing mobile products and services for Time Inc. brands through design, development, introduction and end stage management.

John was a CNN Radio news anchor in 1999 when he first became interested in the potential of handheld devices to deliver news and information.  Shifting gears after 15 years in broadcast news, John led design and development of the first CNN Mobile products and services.

Since joining Time Inc. in 2006, John has introduced a series of Time Inc. brands into the mobile space, including TIME, People, Sports Illustrated, CNNMoney and InStyle.

Twitter: @JohnParis

JumpTapEvan Krauss, SVP Advertising Sales & Biz Dev

Evan Krauss is JumpTap’s Global Senior Vice President of Advertising Sales & Business Development. Prior to joining JumpTap, Mr. Krauss served as President and CEO of Cuts, Inc a critically acclaimed online video editing service. Before Cuts, Evan spent six and half years at Yahoo! in a number of senior management roles including ad sales and general management of Yahoo’s mobile efforts.

Since 1995, Mr. Krauss has built and managed some of the earliest and most successful Internet advertising teams at Excite, AOL, and Looksmart. Throughout his career, he has been directly responsible for hundreds of millions of dollars in revenue and the creation of new Internet advertising products and models.

Millennial MediaEthan Ross, VP Sales

Ethan Ross joined Millennial Media in December 2008 as Vice President of Sales, bringing more than ten years of sales and business development leadership, including experience in digital and entertainment industries. In his role at Millennial Media, Ethan oversees a sales team responsible for generating revenue from agencies and brands for mobile display from several verticals including CPG, Auto, Telecom, Pharmaceutical, Travel & Entertainment among others. Ethan comes to Millennial Media from Track Entertainment where he served as VP, Sales & Business Development. Track is an Entertainment/Marketing agency that owns several consumer destination sites including www.clubplanet.comwww.nochelatina.com, &www.wantickets.com.

Before Track, Ethan held senior roles in several online ventures including MusicVision and UGO.com (recently sold to Hearst Interactive).

Vaux les VenturesMiles Spencer, Venture capitalist

Miles Spencer is a prolific angel investor, new media entrepreneur and explorer.

He is best known for his role as co-host and co-creator of MoneyHunt, a reality based show where entrepreneurs pitch their ideas to a panel of experts. MoneyHunt was distributed to PBS stations in the US beginning 1997 and overseas beginning 1999.

Spencer’s investing career has centered on consumer products, media, online and mobile activities under the name Vaux les Ventures. Past and present portfolio companies have included Register.com, Operative, Cellufun, Retail Sense, Mojiva, and Trust Cloud.

Greenhill SAVPSteve Brotman, Managing Director

Steve Brotman is a Managing Director of Greenhill & Co, and co-founder and co-head of Greenhill SAVP. Prior to founding SAVP in 1998, Steve was the founder, CEO and Chairman of AdOne Classified Network, one of the nation’s leading classified ad web sites which was acquired by Hearst, Scripps and Advance-Newhouse.

Steve currently serves on the boards of Mobile Commons, ReachForce, Critical Mention and Knovel (Observer) and has previously served on the boards of Medidata (Observer), DataSynapse (Observer) and UGO (acquired by Hearst in 2007).

Twitter: @stevebrotman

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