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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Brands to dedicate 15-20 percent of digital spend to mobile: Smaato CEO

By Dan Butcher

In the wake of receiving $4.5 million of Series B funding, mobile advertising company Smaato Inc. is optimistic about the state of the mobile industry.

Aeris Capital led the $4.5 million institutional round of funding, with an undisclosed partner and existing shareholders also participating. The capital will be used to hire new employees and to grow the company’s global presence.

“Similar to the acquisition of AdMob by Google, what we see is that mobile has picked up much stronger and has been validated as a market,” said Ragnar Kruse, founder/CEO of Smaato, Hamburg, Germany. “Last month we served more than 3 billion ad requests within our network, which we’ve built to 1,000 publishers, compared to 100 at the beginning of the year.

“Last year we had the crisis starting, and the question is now ‘What do we see coming?’” he said. “We see a hot Q4—we are very bullish about next year.

“Mobile advertising has proven that it’s not just experimental anymore, therefore we see more and more companies with mobile as a dedicated budget—in 2010 brands will dedicate 15-to-20 percent of their digital spend to mobile, depending on the country and the region.”

(…)

Smaato claims that its mobile advertising optimization and mediation platform can deliver ads in 215 countries across the mobile Web and within applications. This new round of funding will help Smaato further expand its network of 33 ad networks, according to Mr. Kruse. The mobile advertising market is growing rapidly and it has proved to be a profitable business even in recessionary periods.

Mr. Kruse said that Smaato has seen mobile advertising increase dramatically over the past 12 months. “Mobile has specifics that don’t necessarily translate easily from digital to mobile such as managing latencies and response times to still deliver a good user experience on mobile,” Mr. Kruse said. “For mobile, an international presence is important—as soon as you have great content, a great app, the content travels internationally very fast, so if you have a great app on the iPhone, you also need international coverage if you want to monetize it via advertising.

“Our growth strategy is clearly building out our international footprint and hiring more people,” he said. “We have offices in Hamburg, Germany, Redwood Shores, California, as well as Boston, Montreal and Singapore. “We see big growth and take-up in Europe and Asia, where we already have a lot of business, and we want to improve what we’re seeing there by being closer to those customers and expanding our international footprint.”

Read the whole article by Dan Butcher on mobilemarketer.com

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Mobile Ad Firm Smaato Raises $4.5 Million Second Round VC Funds

Redwood Shores, California and Germany-based mobile ad firm Smaato has closed a healthy-looking $4.5 million (£2.7 million) second round of VC funding led by Aeris Capital and joined by an unnamed partners and existing shareholders.

Mobile ad company Smaato raises $4.5M

Smaato, a company that helps mobile publishers optimize their ads, has raised $4.5 million in a second round of funding. The company isn’t a mobile ad network, but rather allows publishers to pull the most valuable ads for their websites and apps from multiple other networks. Chief executive and co-founder Ragnar Kruse said Smaato is particularly popular among publishers who are trying to reach an international audience. Delivering advertising overseas involves big challenges, such as serving ads without long-distance delays. Smaato serves those ads from a local network over there.

Smaato Secures $4.5m

Mobile advertising firm Smaato has closed its second institutional round of funding. Aeris Capital led the $4.5 million (£2.7 million) round, with an undisclosed partner and existing shareholders also participating. The company says the money will be used to grow its global presence.

Mobile ad company Smaato raises $4.5M

Smaato, a company that helps mobile publishers optimize their ads, has raised $4.5 million in a second round of funding. The company isn’t a  mobile ad network, but rather allows publishers to pull the most valuable ads for their websites and apps from multiple other networks.

Mobile Ad Company Smaato Raises $4.5M

(…) Chief executive and co-founder Ragnar Kruse said Smaato is particularly popular among publishers who are trying to reach an international audience. Delivering advertising overseas involves big challenges, such as serving ads without long-distance delays. Smaato serves those ads from a local network over there.

Mobile Ad Company Smaato Raises $4.5M

Smaato, a company that helps mobile publishers optimize their mobile ads, has raised $4.5 million in a second round of funding. The company isn’t a mobile ad network, but rather allows publishers to pull the most valuable ads for their websites and apps from multiple networks.

Mobile Ad Network Optimiser Smaato Raises $4.5 Million In Funding

It was a funding bonanza yesterday for players involved in the exchange space. Smaato, the biggest mobile ad network optimiser in Europe, announced yesterday that it had secured $4.5 million in a second round of funding. The company has now thirty-three ad networks on its optimisation platform.

Like the display yield optimizers, currently working heard to win business from Europe’s top-tier publishers, Smaato are positioning themselves as the mobile ad platform that can better monetise international traffic.

Mobile Ad Company Smaato Raises $4.5M

Smaato, a company that helps mobile publishers optimize their mobile ads, has raised $4.5 million in a second round of funding. The company isn’t a mobile ad network, but rather allows publishers to pull the most valuable ads for their websites and apps from multiple networks.

Mobile Advertising Pioneer Smaato Closes $4.5M Financing Round

Smaato, the leading mobile ad optimizer and mobile advertising company, today announced the closing of its second institutional round of funding (Series B). Aeris CAPITAL led the $4.5 million round, with an undisclosed partner and existing shareholders also participating.

Mobile Advertising Pioneer Smaato Closes $4.5M Financing Round

Leading Mobile Ad Optimizer for Mobile Web & Mobile Applications

Redwood Shores, California: December, 3 2009: Smaato, the leading mobile ad optimizer and mobile advertising company, today announced the closing of its second institutional round of funding (Series B). Aeris CAPITAL led the $4.5 million round, with an undisclosed partner and existing shareholders also participating. The capital will be used to grow the company’s leadership position as the largest mobile advertising optimizer, and to grow its global presence.

Frisches Geld: Smaato will weltweit expandieren

Smaato hat eine weitere Finanzspritze bekommen. Der Anbieter mobiler Werbung erhält vom Investor Aeris Capitalsowie einem weiteren nicht genannten Partner und den existierenden Anteilseignern insgesamt 4,5 Millionen US-Dollar. Durch die Finanzierung soll die Position von Smaato weiter ausgebaut und die internationale Präsenz gestärkt werden.

Smaato beansprucht Führungsrolle im Mobile Marketing

3.12.2009 ( JvR) – Smaato, der internationale Optimierer für mobiler Werbung, gab heute den Abschluss seiner zweiten institutionellen Finanzierungsrunde bekannt. Hauptinvestor dieser Runde über 4,5 Millionen US-Dollar ist aeris CAPITAL. Die Finanzierung soll genutzt werden, um die Führungsposition des Unternehmens als größter globaler Anbieter optimierter mobiler Werbung weiter auszubauen und die internationale Präsenz weiter zu verstärken.

Mobile-Advertiser Smaato schließt Finanzierungsrunde über 4,5 Mio. Dollar ab

Der Mobile-Advertiser Smaato gab den Abschluss seiner zweiten institutionellen Finanzierungsrunde bekannt. Hauptinvestor dieser B-Runde über 4,5 Millionen US-Dollar ist aeris CAPITAL, neben einem nicht genannten Partner und den existierenden Anteilseignern. Das Jahr 2009 scheint ein Mobile-Jahr zu sein.

Mobile ad company Smaato raises $4.5M

Smaato, a company that helps mobile publishers optimize their ads, has raised $4.5 million in a second round of funding. The company isn’t a mobile ad network, but rather allows publishers to pull the most valuable ads for their websites and apps from multiple other networks.

4,5 Millionen US-Dollar für Smaato

Hauptinvestor dieser zweiten institutionellen Finanzierungsrunde über 4,5 Millionen US-Dollar ist aeris Capital. Die Finanzierung soll genutzt werden, um die Positionierung als globaler Anbieter optimierter mobiler Werbung auszubauen und die internationale Präsenz zu verstärken.

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“Our mission is to give mobile publishers a dependable mobile advertising solution for their worldwide inventory to maximize mobile revenues. We provide an innovative mobile advertising optimization and mediation platform that can deliver ads in 215+ countries for mobile web and apps. This new round of funding will help us further expand our network of now 33 ad networks globally and continue to provide the best possible choice and service to our customers. We have recently opened our Singapore presence and as a result of the funding we will continue to strengthen our position in other regions”, stated Ragnar Kruse, CEO and Co-Founder of Smaato.

More than 1000 publishers have signed up with Smaato as a partner to monetize their content so far and Smaato is managing close to 3 billion ad requests per month. Mobile publishers, mobile developers, ad networks and operators partner with Smaato to maximize mobile advertising with aggregation of multiple leading ad networks worldwide. Working with mobile ad networks on a global scale, Smaato has a unique offering to the market: relevant local ads combined globally in a single sign-up process at www.smaato.com.

“The mobile advertising market is growing rapidly and it has proved to be a profitable business even in recessionary periods. In fact, we have seen mobile advertising increase dramatically over the past 12 months. We see enormous potential to grow the business and our geographical offering,” continued Mr. Kruse.

“As demand increases worldwide for mobile advertising solutions, we see Smaato as the pioneer in the space, capable of leading a true change in the market. As investors, we’re excited to work with the experienced Smaato team who are at the forefront of what we believe will be a huge and beneficial shift for both consumers and mobile companies alike.” stated Uwe Feuersenger, CEO of aeris CAPITAL.

For further information visit DigitalBeat article:

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In today’s economy, marketing budgets are being slashed across the board. Subsequently, marketers are having to re-think their strategies in terms of getting the most bang for their buck.

When faced with smaller budgets, mobile provides the highest ROI of any marketing channel available to you. Unlike mass communication via TV, radio, newspapers and even Online advertising, mobile allows you to pick and choose your audience according to a wide array of targeting capabilities, location-based benefits and much more.

Combining the immense targeting capabilities of mobile, the fact that consumers are much more apt to respond and interact with mobile and the simple fact that everyone owns a mobile device of some sort equates to an ROI that’s simply unmatched by any other medium.

» Immediacy – Mobile campaigns are easy to create and execute; messages are delivered to recipients within seconds.

» Affordability – No need to pay for postage, printing or air time, just a nominal per text message fee; prices are very modest and they decrease as volume increases.

» Distribution – Reach out to people all over the world. Delivery is almost always guaranteed, unlike email, direct mail, and other forms of advertising.

» Response Rate/Effectiveness – The average respose rate is approximately 15%, versus 2 – 3% for other advertising mediums such as direct mail.

» Personal /Targeted – Content is targeted to individuals who have opted to receive them; the medium provides the ability to customize the brand message to a diversified audience.

» Mobility/Reachability – Messages reach recipients wherever they are. No need to be by a TV, radio, computer, or mailbox; phones are within our reach 80% of every day.

Read the entire article at mobileStorm here.

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The Mobile Marketing Association (MMA) today published the latest version of its Global Mobile Advertising Guidelines. The updated guidelines, produced by MMA member companies and participants in the MMA Mobile Advertising Committee globally, focus on new advertising units and specifications as innovation continues throughout the industry.

The MMA’s Global Mobile Advertising Guidelines provide the global formats, guidelines and best practices necessary to implement mobile advertising initiatives in a variety of mobile media channels, including web, messaging, downloadable applications and video. The guidelines are designed to encourage the uptake of mobile advertising and marketing worldwide by creating a simplified framework for brands and agencies to deliver mobile advertising in a consistent way.

Key revisions include:
o Global requirements for Mobile Application ad units
o New advertising units and definitions across channels
o New length requirements for Mobile Video & TV ad units
o Recommended future mobile web banner ad requirements

The updated guidelines reinforce the MMA’s longstanding pledge to provide its members and the wider industry with reliable standards and increased awareness of mobile advertising globally. MMA’s Global Mobile Advertising Guidelines will serve to simplify the deployment of mobile advertising campaigns whilst increasing their effectiveness. The globalization of the mobile applications specifications in the latest edition of the guidelines is particularly important for the constantly growing and evolving mobile marketing industry to address, said Mike Wehrs, MMA President and CEO.

The latest version of the MMA global Mobile Guidelines can be downloaded here.

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However, mobile advertising is going the other direction – UP.

MAGNA projections show mobile advertising revenues growing 36% to $229 million in 2009, and to $409 million in 2011.

Read the entire article at eMarketer here.

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