“We are excited to partner with Smaato the leading global mobile ad network aggregation platform. Together with our analytics tool and Smaato’s SOMA platform, we enable mobile publishers to better analyze and monetize their mobile inventory”, stated John Forese, CEO of Motally.

The new Smaato Mobile Analytics features are incorporated into the SOMA platform that is easily integrated by registering at www.smaato.com/signup

Many app developers and mobile website publishers have serious issues to track the usage of their properties across different platforms. Smaato Advanced Mobile Analytics provides a comprehensive set of tools that enable mobile publishers to optimize their inventory for iPhone, Android, Symbian and the upcoming iPad to maximize user experience and insights. In addition Smaato’s SOMA platform adds visibility and aggregated reporting across all major mobile ad networks worldwide.

“We are glad to partner with Motally on adding more value and insights for our mobile publisher and developer partners. By integrating Motally in the SOMA platform, we add additional free benefits to analyze usage behavior of apps and mobile websites“, stated Ragnar Kruse, CEO & Co-Founder, Smaato Inc.

Feature Overview:

- Sophisticated Dashboards: See mobile traffic at a glance or dive into traffic with detailed stats and charts
- Precise User/Visitor Analysis: Gain important insights on publisher’s users (location, device, carrier…)
- Detailed Traffic Tracking: Understand Usage Patterns of mobile inventory (click flow, top pages…)
- Customizable Events: Define specific events to track conversions or bugs, do A-B testing, etc.
- Easy Integration: SDKs and code snippets for apps and mobile websites make the magic happen in minutes
- Best in Class Monetization: Maximize publisher revenues through Smaato’s SOMA platform

Smaato analytics are now part of the SOMA platform and mobile publishers can sign up today to get better reporting for free as part of their SOMA registration at: www.smaato.com/signup

Download Full Release

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Coming down to Austin Texas in the middle of March is a great break from the usual trade shows – and especially the weather lately in New York, Europe or the Valley.
Greeted by a refreshing 77° F (25° C) the City of Austin is kind to its regular and newbie visitors and reveals an upbeat, young and vivid scene of creativity. The SXSW (South-by-South-West, or “South-by” for the regulars) festival for interactivity was started 13 years ago – added to the foremost music and film festival founded 24 years ago.

This year, 14.000 people flocked to Austin for a long weekend with a conference program running from Friday to Tuesday in the Convention Center plus adjacent hotels and music venues. Social Media is the overarching umbrella and is examined in lots of parallel tracks of panels and keynotes. Lots of online and mobile’s leading CEO’s and founders are present and share their visions and new product releases on stage with their peers.

Is Twitter Old School?

Twitter CEO Evan Williams officially announced the highly anticipated Twitter ad platform in a chat on stage by with Omair Haigue, who is the head of the Havas Media Lab. That did not go well with the real-time twitter community in the Ballroom and the additionally set up simulcast room – many left early.

The @anywhere named ad platform was presented with a short video and with underwhelming features. It does serve a purpose of make life easier for publishers and authors to set up “follow me” buttons on websites that we know already from Facebook. In addition a keyword feature has been introduced, where websites can set up links to twitter accounts of editors, brands or trending topics. There was no involvement of any big brand marketers presented – only some known publishers that will set these links up on their side. Those include the New York Times, CNN, Yahoo and the Huffington Post – there was no mobile screen and no mobile marketing initiative present, other than the availability of location published with every tweet. Within the hour 2.500 people signed up to follow @anywhere.

A much more energetic keynote was presented by New York Times bestseller Gary Vaynerchuk, Author of “Crush it”) as he emphasized heavily that brands need to open up and engage via twitter and social media with their target group and have authentic conversations. “Every meaningful conversation will lead to sales and a loyal brand community,” he proclaimed. When he said “Big brands don’t get it, a marketing person from P&G protested heavily – but Gary V. made clear that hiring agencies to do the dialog might not be the ideal way, but sometime necessary.

Training in-house teams to get involved on all levels will make big companies fitter for a much more educated and knowledgeable customer base that have a clear “bull shit detector” to filter out plain marketing messages from meaningful invitations to engage and provide feedback.

Geo Apps – the cool kids on the block

As anticipated the new rock stars of mobile location based apps made a big splash and were working the panels and presentations: foursquare (of New York) and Austin based Gowalla. They where even going head to head in party mode on Monday night – out doing their rivals with bigger, better events. The 13th annual SXSW Web Awards, sponsored by Adobe, rewarded Gowalla over Fourquare.

Foursquare founder NN spoke on a panel and emphasized, that mobile advertising in geo-apps is happening and evolving into local offers and targeted values to people checking into a new location, e.g. restaurants, businesses or event venues. Businesses can profit from the micro feeds of the foursquare crowd through viral marketing as word of mouth is getting blended with conversational, branded messages.

A new start-up entered the fray with an official launch at SXSW: stickybits based in New York and founded by Seth Goldstein is a pioneer in social media in the online space – and the founder and Chairman of Social Media Inc. – one of the fastest growing ad platforms for the Facebook platform. Now, he is at it in the mobile space: stickybits is a crossover of foursquare and Flickr – all around mobile barcodes. The interesting concept got of to a great start as SXSW visitors added coments, pictures and videos to provided barcode stickers attached to name tags and products such as coke cans and energy bars.

Big brands come out and play with social media

In a big local presence, some big brands came out to Austin and engaged in branded conversations with their audience and the local community of the festival.
Pepsi organized a clever initiative that invited the people to vote for one of three charities with twittering about the selected initiative by a specific hashtag. Refresh Pepsi provided then the “Refresh Zeitgeist” on lots of flat screens locally and online to show what is going on locally. In included maps of happening locations, quotes and tweets that related to SXSW and the campaign. The Pepsi Refresh Project is a groundbreaking effort to foster innovation in social good, and will award more than $20 million this year to fund great ideas that “refresh the world”.

Other brands onsite included Miller Light, AOL, GM and Microsoft among others. The expo floor has a focus mainly on tools for creativity and was a showcase of new startups and creative agencies to showcase their product or service.

Big telecom giant Alcatel-Lucent featured a developer and publisher lounge to present a solution of total access open API bundles. The set of technologies enables developers much faster to monetize services provided by operators (like advertising, virtual goods, anonymous demographic data, text messaging) within their app. Smaato was selected to be the mobile ad platform for the launch, other partners included Motally(analytics) and Billing Revolution (payments).

What can Marketers learn from this leading Interactive Festival?

Spending a few days in the atmosphere of this busting college town with all the start-up and social media energy one can only wonder how fast the mobile marketing train is coming out of the gates. This hotbed of alpha geeks, leading bloggers and influencers of old school media id the breeding ground for a new generation of creative ideas, discerning audiences that no longer want to be target groups.

If mobile marketers what to stand out from the crowd, find the engaging consumers that can spread the word about new products and services, then brands need to start digging deeper into new formats of mobile engagement and messaging.

Pure banner ads are challenged to add value to geo-location apps, social media and user generated news sites. Especially the hyper local advertising to targeted audiences of one on this personal device needs new ways to evolve – fast.

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The company also announced a powerful new business and application modeling tool that allows developers to get the most out of their applications. This new functionality helps developers and service providers improve the potential for the success of services they are introducing and helps them better manage the overall business of their applications.

Alcatel-Lucent will showcase these and other tools, which are part of its developer platform and program (and core elements of its Application Enablement vision) at the South by Southwest Interactive Conference, (March 11 – 16, 2010 Austin, TX) in the “Eleven API Lounge” of the Hilton Hotel, directly across from the Austin Convention Center.

New Bundled APIs

A bundled API is a unique offering from Alcatel-Lucent that blends service provider and third party application capabilities to support the easy creation of new applications. These API bundles enable a new revenue share model intended to transform service provider networks into an application development platform by unlocking network resources and functionality – similar to what smartphones and apps stores did for the device world.

The company’s first vertical API bundles include three social bundles supporting the creation of new mashups in the rapidly growing social gaming, advertising and virtual goods markets. Collectively, the APIs included are SMS, advertising, location, virtual goods, credit card and billing. The initial delivery of these API bundles targets the 14+ million developers worldwide and the two fastest growing and increasingly profitable applications markets today: mobile advertising and virtual goods. Recent industry research suggests mobile advertising will exceed $3 billion by 2013 and that today’s virtual goods market is between $4-6 billion globally. Alcatel-Lucent is providing developers access to beta versions of the social API bundles within a virtual sandbox for non-commercial use in a laboratory type environment. Developers can access the bundles via Alcatel-Lucent’s Open API Service here.

We welcome the pioneering social API initiative of Alcatel-Lucent to provide more upside for developers to reach better monetization through added targeting value, such as location, stated Harald Neidhardt, CMO and Co-Founder of Smaato Inc.

See the entire article at Connected Planet here.

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Smaato’s metrics are based upon 35 mobile ad networks and over 4 billion ad requests served in the Smaato Network of more than 3000 registered mobile publishers in February 2010.

Please visit http://metrics.smaato.com/ or click on the menu above.

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The new ‘SOMA SDK for Android’ from Smaato grants access to now 35 mobile ad networks worldwide to serve display ads within apps and mobile websites on Android handsets. The monthly published Smaato Metrics showed a significant uptake in click-through rates from Android phones (http://metrics.smaato.com) for January 2010.

Smaato will enhance the upcoming releases of SDKs and the SOMA mobile web API with a free analytics and reporting dashboard to visualize usage data and keep track of advertising revenues.

More partnerships with ad networks

Smaato is strengthening its mobile advertising technology and adding more partnerships with ad network partners of the SOMA optimization and mediation platform. More targeting data, better forecasting tools and media buying features will be made available in future SOMA platform releases in order to enhance the value for ad networks partners worldwide.

In this context, Smaato is announcing the 35th ad network partner for the SOMA platform: adsmobi Inc., based in New York. adsmobi (www.adsmobi.com) will use the Smaato services already available to SOMA ad network partners today and is focusing on providing a media buying platform working with advertisers and media agencies.

Smaato Award winners & Free iPad at Smaato booth

Smaato Mobile Advertising Award winners Aloqa, Flirtomatic and waze will present their apps and mobile web services at the Smaato booth 7C38 in Hall 7 (app planet). In addition, new publishers signing up during Mobile World Congress will have a chance to win a free Apple iPad if they use the easy registration at: www.smaato.com/signup with the promocode “ipad2010”.

More insights on mobile advertising are provided in a free, new white paper: “Global Choices in Mobile Advertising” available at www.smaato.com/whitepaper.

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JP Morgan’s analyst Imran Kahn released the 328-page Interest Industry outlook which notes that total U.S. mobile advertising for 2009 is estimated at $2.6 billion, up 62 percent, with $2.3 billion of that from text messaging.

Just 178 million was mobile search, and $140 million was display. Both of these were up 80 percent last year.

Turn to 2010, and mobile advertising is, according to Kahn, forecast to grow 45 percent to $3.8 billion ($3.2 billion SMS advertising, $253 million mobile display, and $31 million mobile search.)

Source: JP Morgan’s 2010 Internet Industry Outlook

(via mobilemarketingwatch.com)

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As a reminder the report details the mobile advertising click through rates, indexed by operating systems, in which Symbian came out top – posting rates way above that of Apple and Android devices. The comment below outlines Symbian’s thoughts on the positive results of this report and what this means for the future of the mobile and developer industries:

“Naturally, it’s very encouraging to see Symbian excel in the click through rates – a statistic that certainly reinforces our leading position in the smartphone market. The high rate of click throughs will be in no small part to the flexibility and level and interaction available on our platform.

It is now critical that we do not rest on our laurels, but build on this momentum and strive towards our goal of making our platform completely open to the developer community, which will undoubtedly increase this flexibility and interaction. We believe that the future of mobile is indeed open, in order to instill creativity, foster innovation and ensure the developer community has the optimal platform to continue evolve the mobile phone at the rate we have experienced over the past ten years.”

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• Smaato Metrics: Global Coverage (continued)
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iPhone Doubles Up Android On Mobile Ad Click Rates; Both Destroyed By Symbian

When you think about mobile advertising, you might think the iPhone or Android are the hot platforms (thanks to ads like this). But you’d be wrong. Some new December data from the mobile advertising company Smaato suggests that it’s actually Symbian that kills both the iPhone and Android. (…)

Mobile advertiser Smaato releases its first metrics report

Smaato is a mobile advertising network that optimises ads for a wide variety of networks, mobile devices and device OSs. That gives it the opportunity to gather a lot of data –  and today, for the first tie, it has released a metrics report from that data. Let’s have a look! The following report is based on figures gathered during December 2009. (…)

iPhone Doubles Up Android On Mobile Ad Click Rates; Both Destroyed By Symbian

When you think about mobile advertising, you might think the iPhone or Android are the hot platforms (thanks to ads like this). But you’d be wrong. Some new December data from the mobile advertising company Smaato suggests that it’s actually Symbian that kills both the iPhone and Android. (…)

Smaato veröffentlicht die ersten Smaato Mobile Advertising Metrics

Top Performer sind Quattro Wireless & Millennial Media mit je 83% Fillrate. Klickraten auf iPhones doppelt so hoch wie auf Android Geräten. Smaato Inc., der führende Spezialist für die globale Optimierung mobiler Werbung, veröffentlichte heute erstmals die Smaato Mobile Advertising Metrics. Die Smaato Metrics schlüsseln als erste den Index für Klickraten (Click Through Rate, CTR) nach mobilen Betriebssystemen auf. Darüber hinaus zeigen die Smaato Metrics die Fillrates mobiler Werbevermarkter im weltweiten Vergleich und den USA. Die Metrics basieren auf 3 Milliarden Werbeanfragen aus dem Smaato Netzwerk vom Dezember 2009. (…)

Symbian tops for mobile ad click-through rates, says Smaato

Android way down the list

The most effective smartphone OS for mobile advertising? Symbian. No, really. At least according to mobile advertising firm Smaato, which has justpublished metrics saying so. If the average Click Through Rate (CTR) is 100, Symbian scores 161 according to Smaato’s data. That compares to 119 for iPhone and iPod touch, 112 for Windows Mobile, 84 for feature phones and just 65 for Android. Palm and BlackBerry (28 and 26 respectively) bring up the rear. (…)

Symbian dominant in click-through

This from TechCrunch signals a significant correction in the coverage of a key area of mobile advertising:

When you think about mobile advertising, you might think the iPhone or Android are the hot platforms (thanks to ads like this). But you’d be wrong. Some new December data from the mobile advertising company Smaato suggests that it’s actually Symbian that kills both the iPhone and Android. Now, I know what you’re thinking: that’s because Nokia, despite the buzz surrounding the sexier smartphone devices, remains the biggest mobile player in the world. But actually, the numbers are for the all-important click-through rates on the various platforms.(…)

iPhone Doubles Up Android On Mobile Ad Click Rates; Both Destroyed By Symbian

REDWOOD SHORES, Calif. — (BUSINESS WIRE) — Today, Smaato Inc. (http://metrics.smaato.com) published the Smaato Mobile Advertising Metrics. The Smaato Metrics reveal for the first time a Click Through Rate (CTR) Index by handset operating system. (…)

Symbian mit höchster Click Through Rate

Das Mobile Advertising Network smaato hat ein paar ganz interessante Zahlen veröffentlicht. Sie haben sich die Click-Through-Rate CTR in Abhängigkeit vom Betriebssystem angesehen. Und es hat sich gezeigt, dass die CTR bei Symbian am höchsten ist, gefolgt von iPhone/iPod und Windows Mobile. (…)

Smaato releases the first Smaato Mobile Advertising Metrics

REDWOOD SHORES, Calif. –(Business Wire)– Today, Smaato Inc. (http://metrics.smaato.com) published the Smaato Mobile Advertising Metrics. The Smaato Metrics reveal for the first time a Click Through Rate (CTR) Index by handset operating system. In addition, the Smaato Metrics show a comparison of mobile ad network fill rates worldwide and for the USA. These metrics are based upon 3 Billion ad requests served in the Smaato Network in December 2009. (…)

Symbian dominant in click-through

This from TechCrunch signals a significant correction in the coverage of a key area of mobile advertising:

When you think about mobile advertising, you might think the iPhone or Android are the hot platforms (thanks to ads like this). But you’d be wrong. Some new December data from the mobile advertising company Smaato suggests that it’s actually Symbian that kills both the iPhone and Android. Now, I know what you’re thinking: that’s because Nokia, despite the buzz surrounding the sexier smartphone devices, remains the biggest mobile player in the world. But actually, the numbers are for the all-important click-through rates on the various platforms.(…)

iPhone Doubles Up Android On Mobile Ad Click Rates; Both Destroyed By Symbian

When you think about mobile advertising, you might think the iPhone or Android are the hot platforms (thanks to ads like this). But you’d be wrong. Some new December data from the mobile advertising company Smaato suggests that it’s actually Symbian that kills both the iPhone and Android. (…)

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iPhone Doubles Up Android On Mobile Ad Click Rates; Both Destroyed By Symbian

When you think about mobile advertising, you might think the iPhone or Android are the hot platforms (thanks to ads like this). But you’d be wrong. Some new December data from the mobile advertising company Smaato suggests that it’s actually Symbian that kills both the iPhone and Android. (…) the numbers are for the all-important click-through rates on the various platforms. (…) with the average CTR on ads for all mobile platforms set to 100, Symbian led the way by far with a 161 score. This was followed by the iPhone (and iPod touch) with 119. Android? They’re way down the list with a 65. Only Palm and BlackBerry fared worse. (…)

Mobiele advertenties: iPhone-gebruikers niet meest fanatieke klikkers

Bij mobiele advertenties gaat het er vaak om, dat zoveel mogelijk mensen op een linkje klikken. Je zou misschien denken dat iPhone- en Android-gebruikers de meest fanatieke klikkers zijn, maar dat blijkt niet het geval. Uit gegevens van Smaato blijkt dat Symbian-bezitters veel vaker op mobiele advertenties klikken. Dat kan eraan liggen dat ze qua aantallen veruit in de meerderheid zijn. Maar in statistieken voor mobiel internetgebruik scoort Symbian gemiddeld veel lager dan iPhone en Android. Als je de gemiddelde CTR (click through rate) voor alle mobiele platformen op 100 zet, blijkt Symbian met 161 bovengemiddeld te scoren. De iPhone eniPod touch scoren ook bovengemiddeld. Wil je iets verkopen, dan kun je beter niet op Blackberry en Palm richten en eigenlijk ook niet op Android, want daar wordt opmerkelijk weinig geklikt. (…)

IPhone Doubles Up Android On Mobile Ad Click Rates; Both Destroyed By Symbian

TechCrunch 14 hours ago

When you think about mobile advertising, you might think the iPhone or Android are the hot platforms (thanks to ads like this). But you’d be wrong. Some new December data from the mobile advertising company Smaato suggests that it’s actually Symbian that kills both the iPhone and Android. Now, I know what you’re thinking: that’s because Nokia, despite the buzz surrounding the sexier smartphone devices, remains the biggest mobile player in the world. But actually, the numbers are for the all-important click-through rates on the various platforms.

Mobile Ad Click Rates: Symbian Destroys iPhone

(via TechCrunch) When you think about mobile advertising, you might think the iPhone or Android are the hot platforms (thanks to ads like this). But you’d be wrong. Some new December data from the mobile advertising company Smaato suggests that it’s actually Symbian that kills both the iPhone and Android.

Smaato releases the first Smaato Mobile Advertising Metrics

Today, Smaato Inc. (http://metrics.smaato.com) published the Smaato Mobile Advertising Metrics. The Smaato Metrics reveal for the first time a Click Through Rate (CTR) Index by handset operating system. In addition, the Smaato Metrics show a comparison of mobile ad network fill rates worldwide and for the USA. These metrics are based upon 3 Billion ad requests served in the Smaato Network in December 2009.

iPhone Doubles Up Android On Mobile Ad Click Rates; Both Destroyed By Symbian

When you think about mobile advertising, you might think the iPhone or Android are the hot platforms (thanks to ads like this). But you’d be wrong.

Some new December data from the mobile advertising company Smaato suggests that it’s actually Symbian that kills both the iPhone and Android.

Smaato releases the first Smaato Mobile Advertising Metrics

Quattro Wireless (recently acquired by Apple) and Millennial Media are the top performing mobile ad networks in the USA according to the Smaato Metrics. Both ad networks performed equally with 83% fill rates for mobile publishers in the Smaato Network.

Smaato releases the first Smaato Mobile Advertising Metrics

Today, Smaato Inc. (http://metrics.smaato.com) published the Smaato Mobile Advertising Metrics. The Smaato Metrics reveal for the first time a Click Through Rate (CTR) Index by handset operating system. In addition, the Smaato Metrics show a comparison of mobile ad network fill rates worldwide and for the USA. These metrics are based upon 3 Billion ad requests served in the Smaato Network in December 2009.

Smaato releases the first Smaato Mobile Advertising Metrics

(…) “The Smaato Metrics provide key findings for the mobile advertising market: The performance of iPhone and iPod touch over the Android platform handsets is twice as good in regards to response rates (CTR). In regards to CTR, Symbian phones perform best and show twice as good performance over Feature Phones.” Ragnar Kruse, CEO of Smaato said.

Smaato releases the first Smaato Mobile Advertising Metrics

(…) “For mobile ad network performance, the Smaato Metrics show that the average worldwide fill rate is only 35%, which means that mobile publishers need multiple ad networks to monetize their inventory. Quattro Wireless and Millennial Media were the top performing ad networks in the US with a fill rate of 83% after optimization by Smaato – this demonstrated a very strong holiday season 2009 in Mobile Advertising,” Ragnar continued.

Mobile advertiser Smaato releases the first metrics report

Smaato is a mobile advertising network that optimises ads for a wide variety of networks, mobile devices and device OSs. That gives it the opportunity to gather a lot of data – and today, for the first tie, it has released a metrics report from that data. Let’s have a look!

Related Posts:

• Smaato Network: 5000+ Publisher & 7 Billion Ad Requests Per Month
• 2010: A Million Apps in App Stores?! Check the answers from the experts at Smaato Roundtable
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• Smaato Launches iSOMA SDK for Apple iPad
• Smaato is Hiring! Join Our Family!

Smaato released a new white paper for mobile publishers as a backgrounder on the current mobile advertising market and choices for publishers to maximize their mobile ROI.

The white paper “Global Choices in Mobile Advertising” can be downloaded here and portraits international trends & findings for mobile ad monetization.

“Many mobile publishers are striving to build audiences with worldwide reach. Faced with several monetization options, many have found that the “one-size-fits all approach” does not work.

Put simply, publishers choose between one of two options: either build up their own internal full time ad operations team or work with mobile industry partners who grasp the advertising ecosystem with all of its local nuances and global complexities to maximize advertising dollars.

Smaato has been on my radar for the past few years and is a leading solution for publishers looking to monetize with mobile advertising” stated Matthäus Krzykowski, Mobile Coordinator VentureBeat & Co-Chair MobileBeat.

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