Mobile Ad Creation Demonstrations at Ad:Tech New York, Booth #1358

SUNNYVALE, Calif. – GoldSpot Media, the leader in cross-platform mobile rich media solutions, introduced miSpot 4.0, a “360” mobile advertising solution that allows advertisers and publishers to create and manage rich media and video ad campaigns — both in-app and on the mobile web — from one simple-to-use web interface. With miSpot 4.0, advertisers can create a mobile ad just once and deliver it across all smartphones and tablets, including iPhone, Android, Blackberry and iPad.

“GoldSpot has solved a difficult problem in the fragmented mobile device market by making cross-platform mobile ad creation simple and cost-effective for advertisers,” said Srini Dharmaji, Founder and CEO of GoldSpot. “With miSpot 4.0, advertisers can re-purpose their existing IAB rich media assets and TV/web video ads easily, to create interactive rich media ads across all smartphones and tablets.”

The miSpot 4.0 platform offers advertisers:

- A Single Interface to Create and Deliver Ads – Manage all your mobile app and mobile web campaigns across all smartphones and tablets with an easy to use interface.
- Design Once, Deliver Everywhere – Create a rich media ad for iPhone form factor and replicate the same across all Android and BlackBerry device resolutions with the click of a button.
- Instant, High-Quality Mobile Video and Rich Media Ads – Instant display of mobile video ads means zero wait time for “hit-and-miss” ad streaming.
- Track Your Campaigns across Publisher Sites and Apps - The miSpot 4.0 reporting tools provide advertisers an independent view of campaign performance across all ad networks, publishers’ sites and apps.

About GoldSpot Media, Inc.

GoldSpot Media is the leader in interactive rich media and video advertising solutions for mobile web and applications, and rapid app creation tools for smartphone, feature phone and mobile tablet platforms. The company’s unique, innovative, client-server mobile solutions, miSpot and miApp, are based on an intellectual property platform that includes scores of patents pending in the areas of mobile ad distribution, insertion, storage, interactivity, reporting and verification. The company is headquartered in Sunnyvale, Calif., USA, with an R&D center in Bangalore, India. For more information, visit www.goldspotmedia.com.

NEW YORK – With the rise in social media use, user-generated content, and mass-messaging through Twitter and smart phones, the way many advertisers are looking to reach and engage with consumers has shifted. Social activation – the convergence of social and rich or interactive ads powered by the efficiency and scale of advertising networks – has proved highly effective for companies across various verticals. Undertone™ Networks, an online advertising network that provides advertisers with quality placements on the Web’s best sites, today announced its social activation solutions, which allow marketers to control where their ads are seen, while facilitating how messages and assets are distributed across social media sites.

Social activation enables brands to incorporate social media functionality directly into creative content to maximize the popularity of these media without risk. These solutions are unique in providing the basis for a great social media strategy without compromising a company’s brand or the quality of sites on which it advertises. Because marketers are only utilizing the functions of social sites and not running ads on them, brand integrity is protected. Leveraging social activation across Undertone’s network of quality publishers allows companies to:

- Drive the word-of-mouth that social sites are known for, while facilitating lead capture or leveraging high-definition video
- Repurpose previous Web content, catalog content, pictures, long and short-form video and other assets
- Incorporate viral functionality within the banner to capture valuable engagement and syndication metrics without disrupting the consumer browsing experience
- Distribute, measure, monitor and revise content anywhere and anytime
- Spread their message across social sites with customized, built-in sharing capabilities
- Connect ad messages directly to mobile devices in the form of text reminders or coupons
In the past, media value has always been determined by a simple evaluation of total campaign cost divided by the number of people reached. But with earned and social media making their way into that equation, the formula becomes more complex. Reach, action, sentiment and engagement are now areas of consideration when determining media value. Companies are now expected to have a social media strategy, particularly one that maintains messaging from paid media.

“We want to show marketers that they don’t need to compromise brand integrity just to benefit from the level of engagement and exposure that social media offers,” said Alan Schanzer, chief strategy officer, Undertone Networks. “Undertone specifically avoids sites with user-generated content to eliminate the risk that ads might appear next to questionable or objectionable content or images. But that doesn’t mean brands have to miss out. By building social functionality right into creative content, we’re able to help companies get their messages out across the social scene without giving up control of where ads are placed and while activating investment made in social content like corporate Facebook pages.”

“Social media is booming and a sound marketing strategy for these initiatives is a must-have component of any integrated plan,” said Jeff Semones, president of M80, a social media marketing agency. “Undertone’s social activation solutions provide valuable tools that drive measurable results for brands that want to capitalize on this surge and leverage media spend as a catalyst for social engagement.”

Undertone has helped a number of companies, including Long John Silver’s and Ben & Jerry’s, to leverage social media components in creative ads to drive sales and gather valuable audience information. The results of these campaigns also rival some of the best traditional online campaigns. In 2009, Long John Silver’s won the OMMA Member’s Choice Award for Best Integrated Online Campaign, for a campaign it ran on Undertone’s network for a new product introduction that allowed users to receive mobile coupons and find a store location near them – all generated from within the banner.

About Undertone Networks

Undertone Networks, an online advertising network, provides advertisers with quality placements on the Web’s best sites. The company carefully selects its media partners and hand-purchases all its inventory, delivering above-the-fold visibility and brand protection for marketers who care where and when their ads run online. The Undertone approach ensures that media buyers and the advertisers they serve can drive successful brand awareness and direct response initiatives with a comprehensive blend of high-impact ad formats, rich media, targeting capabilities and personalized service. The company is based in New York, with fully staffed offices in major U.S. markets. For more information, visit www.undertone.com.

CHICAGO – Akoo, the world’s largest social music television network, announced the results of the first major Advertising Effectiveness study in the rapidly emerging social TV space. The study was conducted by media research firm Arbitron and included Akoo advertisers in the categories of gaming consoles, quick-service restaurants, consumer electronics retail, movie studios, and mobile broadband service providers.

Among the study’s major findings: traditional 30-second TV commercials, when integrated within an interactive, social TV programming environment, often outperform broadcast TV equivalents in brand metrics such as recall, consideration, and purchase intent.

The study results come at time when converged Internet-connected HDTVs, social media apps, smart phones, and Wi-Fi enabled mobile devices are profoundly changing how people experience broadcast and IP-based television programming – both in-home and out-of-home. Many leading industry observers also predict 2010 will be the year that “social” becomes a ubiquitous experience spanning all screens and ultimately transforming the broadcast TV model.

As a result of new technology, commercial avoidance, and the exodus of younger demographics, a McKinsey & Company study concluded that traditional TV advertising in 2010 would be one-third as effective as in 1990.

“The Akoo study validates that a social TV environment delivers younger, more engaged, and higher quality audiences,” said Niko Drakoulis, Akoo CEO. “These factors increase the effectiveness of traditional television advertising dramatically.”

According to certified Arbitron audience measurement research, 64.5 million monthly viewers currently watch Akoo programming and advertising in 53 top markets across 30 U.S. states. Akoo’s patented technology allows the company to deliver major label music videos and original programming to a national audience, while enabling viewers in each location to participate in the local programming experience. Viewers can select programming, via SMS text message request or Akoo’s mobile application, and share it on the network, free and on-demand.

Highlights from the study include the following:

Purchase Intent

64% of viewers who recalled a QSR’s premium coffee TV spots on Akoo are planning to buy the QSR’s premium coffee. Further, 23% of viewers did not know that the QSR was serving a line of premium coffees prior to seeing the TV spots on Akoo.
84% of viewers who saw a movie trailer on Akoo were more interested in seeing the movie, with 64% “a lot more interested.”
52% of viewers who recalled seeing TV ads for a game console on Akoo said they were more interested in purchasing the game console as a result.

Favorability and Consideration

After seeing a mobile broadband service provider’s TV ad on Akoo, 79% of viewers were more likely to consider trying the company’s newly launched service.
76% of viewers were unaware they could text a consumer electronics retailer for gift advice prior to seeing the TV ad on Akoo. However, after seeing the TV ad on Akoo, 27% of viewers were more likely to use the service for gift advice.
63% of viewers said that seeing a TV ad for a game console on Akoo improved their opinion of the game console.

Unaided and Brand Aided Recall

Unaided recall was measured up to 25%.
Brand aided recall was measured up to 60%.
Average brand aided recall was 43% across all advertisers.

About Akoo

Akoo is the world’s largest social music television network. The company delivers major label music videos and original programming to 89.6 million monthly consumers in premium out-of-home environments across the U.S. Akoo empowers social engagement by uniquely enabling viewers to control programming on its high-definition TV screens with their mobile devices. Viewers can select music videos from Universal Music Group, Sony Music Entertainment, Warner Music Group, and EMI, via text message request or Akoo’s mobile app, and share them on the network, free and on-demand. Akoo’s ability to engage media-elusive demographics, while integrating brand sponsors within the media experience, results in increased advertising effectiveness. Founded in 2001, Akoo is headquartered in Chicago, Illinois. For more information, visit www.akoo.com.

BERLIN & SAN FRANCISCO, Calif. – Smaato Inc., a leading mobile ad optimizer, announces the Smaato Mobile Advertising Award 2009. After the success of last year’s competition, Smaato is opening entries to find the coolest ad-enabled mobile content on the planet. This year, the competition will be broken into three categories: iPhone, mobile website and applications and games running on all other platforms. Participation is for free! More information is provided at www.smaato.com/award.

Smaato will invite the winners of each category to participate at Mobile World Congress, taking place in Barcelona, Spain in February 2010. The event is the world’s largest mobile conference and exhibition and gives the winning companies the chance to strut their stuff in front of the entire mobile community. If that wasn’t enough, Smaato will also make a number of introductions for winners to VC’s at partner level.

Additional prizes are: a booth at M-Days in Munich, Germany in January 2010, free tickets for Mobile World Congress, and many more.

“The Smaato Mobile Advertising Award 2008 was an instant success. With more than 100 entrants in its first year we could not ask for more positive feedback. We think this is a clear indicator that there is a lot of creativity and positive energy in the mobile ecosystem. The best is yet to come!” comments Harald Neidhardt, CMO & Co-Founder of Smaato the competition last year.

The Smaato Award 2009 features a world-class jury of leading influencers in the mobile community: Bambi Francisco (vator.tv), Bena Roberts (GoMoNews), Caroline Lewko (WIP), Giselle Tsirulnik (Mobile Marketer), James Cameron (Camerjam), Jim Cook (MobiAdNews), Kei Shimada (Infinita), Lubna Dajani (Mobile Monday, NYC), Mark Wächter (Mobile Monday, Germany & BVDW), Matthäus Krzykowski (VentureBeat), Matthew Snyder (ADObjects), Michelle Sklar (bnetTV), Peggy Anne Salz (MSearchGroove), Ragnar Kruse (Smaato Inc.), Rudy De Waele (dotOpen/mTrends), Timothy Chang (Norwest Venture Partners), Tim Green (Mobile Entertainment UK), Tomi Ahonen (Author), Trey Harvin (mobiThinking). The jury will look at: unique approach, traction in the market, idea, originality, company positioning and branding to name a few.

Deadline for submissions is October 9th, 2009. The winner will be announced at the Mobile 2.0 conference in San Francisco, October 15th, 2009.

About Smaato Inc.

Smaato is a pioneering mobile advertising company that operates the leading mobile ad optimization platform called SOMA (Smaato Open Mobile Advertising) and partners with mobile publishers, developers, ad networks and operators.

SOMA’s unique feature is the aggregation of multiple leading ad networks globally to maximize mobile advertising ARPU. SOMA can be easily integrated with ad networks, ad inventory owners (publishers, developers and operators) and 3rd party ad technology providers.

Smaato is an active member of the Mobile Marketing Association, the dot.mobi Advisory Group and the German Digital Media Association BVDW. Smaato received a Top 100 Private Company Award by AlwaysOn Media (2009 & 2007) and was an Andrew Seybold Choice Awards finalist at CTIA 2008 for best Newcomer, among other awards.

Smaato Inc. is based in Redwood Shores, California. The privately held company was founded in 2005 by an experienced International management team. The European headquarters are in Hamburg, Germany.

The Mobile Buyer’s Guide includes:

* An overview of the U.S. mobile advertising market including its audience breakdown and specific advertising options for reaching those segments
* Key definitions in mobile display and messaging campaign metrics
* An overview of how to buy mobile display and messaging campaigns
* An explanation of common short codes and methods for activating mobile campaigns from traditional media campaigns
* A series of examples across different types of mobile advertising executions

“We designed this guide to provide everything an agency or marketer would need to create a mobile advertising campaign,” said Jeremy Fain, Vice President of Industry Services at IAB. “Marketers and agencies are now creating multi-screen campaigns and mobile is playing an increasingly significant role as more advertisers use it to reach their customers.”

“The sheer size of the population using mobile data services today across a diverse array of devices is compelling savvy marketers to use mobile advertising to reach their customers,” said Gary Schwartz President and CEO, Impact Mobile, and Co-Chair of the IAB’s Mobile Committee. “We developed the Mobile Buyer’s Guide to give marketers and agencies the toolkit they need to create successful mobile campaigns.”

This document can be found on the IAB website at: http://www.iab.net/mobile_buyers_guide.

About the IAB’s Mobile Advertising Committee:

The Mobile Advertising Committee of the IAB is comprised of over 120 member companies dedicated to helping develop and expand the mobile space as a viable advertising platform. The committee works to educate marketers and agencies on the strength of mobile advertising as a marketing vehicle. A full list of Committee member companies can be found at: http://www.iab.net/member_center/councils_committees_working_groups/committees/mobile_advertising_committee.

About the IAB:

The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

RESTON, VA – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, released its inaugural study of the mobile financial services industry. The comScore report titled Mobile Financial Services: The Market Today & Opportunities for Tomorrow,  provides an in-depth look at the current state of the industry and mobile financial users, and highlights areas for potential growth in this rapidly evolving market. In conjunction with the report, comScore is hosting a supplemental webinar on July 30, which provides additional industry insights from comScore’s expert analysts.

The report leverages multiple comScore data sources to provide a comprehensive view of the mobile financial services market, including an overview of the current U.S. mobile landscape and insights into the mobile banking, credit card, insurance and brokerage sectors.

3G and Smartphone Users Most Likely to Access Accounts Via Browser, Applications a Close Second

Mobile financial services adoption is highly dependent upon device technology and high bandwidth (3G) networks. A study of how mobile users access their banking accounts found that mobile Web browsing ranked as the most popular method for both smartphone (44.1 percent) and 3G users (53.3 percent), followed closely by mobile applications (48.1 percent of 3G users and 40.6 percent of smartphone users).

The relative parity among usage of browsers vs. applications for access to mobile banking indicates the growing importance of ease of use for accessing accounts and conducting transactions. Interestingly, the percentage of mobile bankers who used texting (SMS) for access to their account information was substantially higher among 3G users (41 percent) than Smartphone users (25 percent).

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Mobile Banking Access by Device Technology

March 2009
Source: comScore Mobile Financial Services Report

% of Smartphone Users         % of 3G Users

Who Mobile Bank               Who Mobile Bank
Via Internet Browser          44.1                          53.3
Via Application               40.6                          48.1
Via SMS                       25.0                          41.0
______________________________________________________________________________________________

“The increasing adoption of smartphones and access to 3G networks, along with the rapid development of mobile apps, have created a fertile environment for the acceleration of mobile banking,” said Marc Trudeau, comScore senior director. “A seamless mobile banking user experience is necessary for this behavior to take hold, and the convergence of the aforementioned technologies is now making mobile phones a viable access point for personal banking transactions. Financial institutions hoping to capitalize on this quickly emerging consumer banking trend need to be ahead of the curve and understand how consumers are using the mobile channel today and how they would like to use it in the future.”

Convenience of Mobile Banking Important, Even at Home

The comScore report offers unparalleled insight into the usage patterns of mobile financial services users, including their preferred points of access. The largest percent of mobile customers, 31 percent, access their financial accounts primarily from home, even though many households have PC-based Internet available as well. Another 25 percent conduct transactions when running errands, while 15 percent do so during their commute. Nine percent of respondents indicated that they primarily access their accounts while on vacation, and 8 percent do so primarily while traveling for business.

______________________________________________________________________________________________

Q: Where do you primarily access your financial accounts via your mobile phone?

March 2009
Source: comScore Mobile Financial Services Report

Location                  Percentage of Mobile Financial Services Users

At home                                        31%
Running errands                                25%
Commuting                                      15%
At work                                        11%
Away on vacation                                9%
Away on business travel                         8%
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For more information on the report, Mobile Financial Services: The Market Today & Opportunities for Tomorrow, and registering for the webinar, please visit: http://www.comscore.com/Press_Events/Presentations_Whitepapers/2009/The_State_of_Mobile_Financial_Services

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

SAN MATEO, Calif. & LONDON – AdMob, the world’s largest mobile advertising platform, examines the distribution of consumer usage of iPhone applications in its May 2009 Mobile Metrics Report. In less than one year, the Apple App Store has grown to more than 50,000 applications and given consumers access to applications with broad consumer appeal as well as a long tail of niche applications that serve specific segments.

The report finds that, as is true with many other forms of media, the most popular applications generated the majority of usage by consumers. The App Store ranking system feeds the success of these top applications, some of which were accessed by more than 1 million users in May. Few applications may reach this blockbuster of success, but there is also a significant percentage of popular applications that have built a strong base of tens of thousands of users. The long tail of applications that make up the majority of the App Store generated a minority of the total usage.

Highlights from the May 2009 AdMob Mobile Metrics Report:

* 5 percent of applications had more than 100,000 active users in May 2009, representing 116 applications in AdMob’s iPhone network.
* 14 percent of applications had between 10,000 – 100,000 active users, representing 322 applications.
* 54 percent of applications had less than 1,000 active users, representing 1,244 applications.
* The average iPhone user in AdMob’s network accessed four applications in May.
* Five days after its launch, the iPhone 3.0 Operating System (OS) represented 44 percent of iPhone ad requests. In contrast, only 1 percent of iPod touch requests came from devices running the iPhone 3.0 OS.

AdMob reached 15.1 million unique users on iPhone and iPod touch devices on 2,309 applications in its network in May, the vast majority of which were free to download. Please see the notes section of the full report and the Metrics blog for more details on methodology.

Visit AdMob’s Metrics Report site (http://metrics.admob.com) to access the full May 2009 report, view past reports, or sign up to get an email notification when future reports become available. AdMob stores and analyzes handset and operator data from every ad request in its network to optimize ad serving. Each month, the AdMob Mobile Metrics Report aggregates this data to provide insights into major trends in the mobile ecosystem.

About AdMob

AdMob is the world’s largest mobile advertising platform, serving more than 6.3 billion mobile banner and text ads per month across a wide range of leading mobile Web sites and applications. AdMob helps advertisers connect with a relevant audience of consumers on mobile devices and gives publishers the ability to effectively monetize their mobile traffic. Incorporated in April 2006, AdMob provides the tools, data, and business models fueling the explosive growth of mobile media in more than 160 countries and territories worldwide.

AdMob has been named one of the most innovative companies in advertising and marketing in 2009 by Fast Company magazine, a 2008 Technology Pioneer by the World Economic Forum, and one of Wired.com’s 2008 Companies to Watch. AdMob works with thousands of advertisers and publishers, including Adidas, CBS News, Comedy Central, Gap, Lonely Planet, MovieTickets.com, MySpace, P&G, Tapjoy, and Universal Pictures. To learn more about AdMob, visit www.admob.com.

New mobile messaging research from Juniper Research, ‘Mobile Messaging & IP Evolution’, found that the Far East & China would lead the global ad-funded MMS market by a considerable margin, followed by North America and Western Europe.

The number of brands using MMS as an advertising medium is growing rapidly, with push MMS and SMS being employed to great effect in both mature and emerging markets. Crucially, this has enabled network operators to support ad-funded voice and SMS tariffs, and combat falling ARPU, while providing brands with new advertising channels.

Other report findings from the Juniper Research report include:

* The number of mobile email users will climb by 21% to reach 1.1 billion in 2014.
* SMS’ share of total global P2P mobile messaging revenues will decline by 18% over the forecast period.

Steve Reynolds, Chairman of the MDA said: “Despite the global economic meltdown, mobile messaging continues to grow significantly. This report provides valuable intelligence to empower mobile-messaging-centric businesses in developing future demand-based commercial strategies.”

RIM’s BlackBerry harvests Gold Award…

The influence of social networking and Web 2.0 applications has been significant on both operator and vendor strategies. RIM in particular, has broken new ground in the consumer market with the addition of custom-built social networking applications for Facebook and MySpace, plus AOL instant messaging and other applications – factors that combined to bring Juniper’s Future Mobile Gold Award for Mobile Messaging to RIM.

“The inclusion of popular messaging and social networking applications has broadened its appeal and ensured the BlackBerry has maintained its position as a compelling mobile messaging device.” said report author and Future Mobile Awards panel judge, Ian Chard.

Other mobile messaging vendors such as Acision, Airwide Solutions and Miyowa were noted for driving significant innovation, but the Silver Award for Mobile Messaging was given to SpinVox, for its innovative ‘Voice-to-Text’ messaging service.

Mobile Messaging whitepaper and further details of the study ‘Mobile Messaging & IP Evolution: Players, Strategies & Forecasts 2009-2014’ can be freely downloaded from www.juniperresearch.com

Roadside billboards are probably the oldest form of advertising and the oldest form of information. The digital revolution has ensured that billboards have come full circle, with the November 2008 launch of a network of 16 roadside screens broadcasting live news feeds from Sky News.

Digital billboard networks are increasingly available to advertisers in many locations — railway and underground stations, airport terminals, shopping centres and on-street locations. Many are interactive, which signifies digital marketing’s leap from the PC-accessed Internet into the real world.

However, the PC remains key to digital marketers. Despite high hopes of next-generation mobile telephones providing the same kind of networking services as are available online, mobile marketing has not moved in any significant way from text marketing, and mobile network operators are now including laptops as part of their deals to encourage users to expand their network usage.

Mobile marketing barely features as a percentage of overall advertising expenditure, where the Internet continues to take market share from print and television. Marketing budgets are being cut across the board as the economic situation worsens, but online budgets are still growing, albeit at a slower rate than in previous years.

However, both the print and television sectors are also embracing the online medium as an extension of their reach. Most media owners also have a Web presence and the computer is being increasingly chosen as the device upon which to watch television, whether it is ‘catch-up’ recorded television or live television over broadband.

Broadband service offerings — traditionally the domain of Internet service providers (ISPs) delivered via cable, telephone and satellite connections — are now also offered by mobile telephone network operators using wireless connections via plug-in universal serial bus (USB) devices. This has freed users, enabling them to access the Internet from a much wider range of locations and no longer having to find wireless ‘hotspots’ where they might have to purchase access.

Radio remains the poor relation in the digital arena, with advertising spend continuing to decline despite efforts from radio sales networks to promote a wider take-up of digital audio broadcasting (DAB) radio sets. There has been much consolidation in this industry, with a number of takeovers during 2007 and 2008, most notably Emap selling all of its radio holdings to Bauer Publishing during 2008.

The Internet is the undisputed leader in the digital marketing arena and it is here where the digital marketing agencies find more opportunities to practise their creativity, engaging with consumers in a way that is not possible through other media. Despite its early promise, interactive television advertising has failed to move much beyond being a mere direct response offering, but the Internet finds true interactivity.

Social networking has flourished in the UK, which has the third-highest percentage of users in the world.

Marketers counsel a gentle approach when entering this space. As one of the respondents to our virtual roundtable, created for this report to provide industry insight from key industry practitioners, stated: brands have to earn the right to be there.

This report cannot examine every aspect of digital marketing, which now reflects the entire marketing spectrum. However, it does discuss market developments and profiles some of the leading agencies and players operating within it, as well as providing an insight into how digital media are used by marketers.

Key Topics Covered:

* Executive Summary
* 1. Introduction
* 2. Strategic Overview
* 3. Digital Television
* 4. Digital Radio
* 5. Marketing on the Internet
* 6. Mobile Marketing
* 7. An International Perspective
* 8. PEST Analysis
* 9. Industry Dynamics
* 10. Company Profiles
* 11. The Future
* 12. Further Sources

For more information visit http://www.researchandmarkets.com/research/fc1cf5/marketing_in_the_d

SAN MATEO, Calif. & LONDON – AdMob, the world’s largest mobile advertising platform, compares smartphone market share to mobile Web usage to determine that smartphones accounted for nearly 3 times more usage than their relative market share in its April 2009 Mobile Metrics Report. The report also compares usage of mobile Web sites to usage of HTML sites on mobile devices, finding that relative usage of both is highest on Apple and Android devices.

The emergence of devices such as the iPhone and HTC Dream (G1) that deliver truly compelling Internet experiences has generated discussion of which Web consumers will use on mobile – mobile Web sites or HTML sites. The report compares requests in AdMob’s network to Net Applications.com Global Market Share Statistics for April 2009 to determine that iPhone and Android users both over index in their share of usage on both mobile Web and HTML Web sites.

Other highlights from the April 2009 AdMob Mobile Metrics Report:

* While Gartner estimated global smartphone sales represented 12 percent of total device sales in 2008, 35 percent of AdMob’s worldwide ad requests in April 2009 came from smartphones. This means that smartphones accounted for nearly 3 times more usage than their relative market share.
* The iPhone OS had 8 percent of the smartphone market, but generated 43 percent of mobile Web requests and 65 percent of HTML usage.
* The Android OS share of the smartphone market was less than 1 percent, but generated 3 percent of mobile Web requests and 9 percent of HTML usage.
* The Symbian OS had 52 percent of the smartphone market, but generated only 36 percent of mobile Web usage and 7 percent of HTML usage.
* Usage of mobile Web sites greatly out paces usage of HTML sites on smartphones running the Symbian and RIM Operating System (OS).
* 24 percent of US requests were made over a Wi-Fi network. The top five Wi-Fi devices in terms of usage were the iPhone, iPod touch, Sony PSP, HTC Dream (G1), and HTC Dash.

The comparison of smartphone market share to mobile Web usage in the April 2009 AdMob Mobile Metrics report is based on Gartner Research Handset Sales by Operating System in 2008 (http://www.gartner.com/it/page.jsp?id=910112) and ad requests in AdMob network of mobile Web sites and applications in April 2009. The mobile Web to HTML Web comparison uses data from Net Applications.com Global Market Share Statistics April 2009 to show HTML usage (http://www.netapplications.com).

Visit AdMob’s Metrics Report site (http://metrics.admob.com) to access the full April 2009 report, view past reports, or sign up to get an email notification when future reports become available.

AdMob stores and analyzes handset and operator data from every ad request in its network to optimize ad serving. Each month, the AdMob Mobile Metrics Report aggregates this data to provide insights into major trends in the mobile ecosystem.

About AdMob

AdMob is the world’s largest mobile advertising platform, serving more than 6.2 billion mobile banner and text ads per month across a wide range of leading mobile Web sites and applications. AdMob helps advertisers connect with a relevant audience of consumers on mobile devices and gives publishers the ability to effectively monetize their mobile traffic. Incorporated in April 2006, AdMob provides the tools, data, and business models fueling the explosive growth of mobile media in more than 160 countries and territories worldwide.

AdMob has been named one of the most innovative companies in advertising and marketing in 2009 by Fast Company magazine, a 2008 Technology Pioneer by the World Economic Forum, and one of Wired.com’s 2008 Companies to Watch. AdMob works with thousands of advertisers and publishers, including Adidas, CBS News, Comedy Central, Gap, Lonely Planet, MovieTickets.com, MySpace, P&G, Tapjoy, and Universal Pictures. To learn more about AdMob, visit www.admob.com.

NEW YORK – Medialets, the leading analytics and ad technology platform for next-generation mobile applications, has announced that they have closed a $4 million Series A financing round led by investor Foundry Group, with participation from DFJ Gotham and Bobby Yazdani, early investor in Google.

Founded in June 2008, Medialets is the most widely deployed rich media advertising and analytics platform for mobile applications built for iPhone and Android, with support for BlackBerry, Windows Mobile, Symbian and Palm Pre devices coming this year. The company develops technologies that enable publishers to measure their audience and monetize their applications through advertising and allow brands to leverage all of the capabilities unique to these devices into advertisements in a completely measurable environment, whether a user is on- or offline.

“Medialets entered the market at the inception of the new generation of the mobile application space, and we are proud to have been able to help foster and grow the market by providing tools and support to the developer community. Over the past year, Medialets has become the trusted partner to over 1,000 leading developers. Through this investment, we’ll focus on significantly enhancing the platform they use to gain a competitive edge and continue to win market share,” said Eric Litman, Chairman and CEO of Medialets. “We’ve accomplished a great deal in a short period of time, and are thrilled to now bring in partners who are just as passionate about the business as we are.”

Medialets launched on July 11th, 2008, the same day as Apple’s App Store, has been installed over 60 million times across over 15 million unique devices to date, and measures usage in many of the top 20 highest downloaded applications on the iPhone platform based upon data released by Apple in April 2009. On the measurement side, Medialets primarily works with large developers and media publishers who look to the company’s analytics product, Medialytics, as a business intelligence tool to help them make informed decisions around improving app strategy and performance. Medialets does not collect any personally identifiable information from users. The data gathered from the analytics product is anonymized and applied to improve the advertising experience and targeting capabilities for advertisers.

The Medialets ad platform solves a core set of challenges successful publishers and developers face when deploying a mobile application. Medialets’ ad technology makes it possible to target and serve rich media ads to millions of smartphone users worldwide immediately, whether those ads are sold in-house or come from a third party. The company’s unique ad formats let brands and agencies create engaging ads that deliver the power of a branded application with the immediate distribution of an ad. Publishers add Medialets’ analytics code to their application and Medialets provides the infrastructure on the server side for aggregating and reporting on usage, as well as for reliably delivering ads into enabled applications. The rich media ads can include video, animation, sound and other advanced functionality.

“Although this is a very young sector, we believe that Medialets has the management team, experience and traction in the market to be the clear leader in the space,” said Seth Levine, partner at Foundry Group. “We look forward to working closely with Eric and his team to solidify Medialets’ lead in the market and continue to innovate and push the boundaries around what is possible in mobile advertising.”

For more information about Medialets, please visit www.medialets.com.

About Medialets

Medialets is a New York City-based rich media advertising and analytics platform for native applications on devices such as iPhone and Android. Medialets works with agencies and brands to define and deploy innovative ad campaigns that tap into all of the capabilities of the iPhone. Medialytics, Medialets’ free analytics and reporting solution, is the leading analytics and advertising solution for the world’s most downloaded iPhone applications. Medialets is a privately-held company with offices in New York, NY and San Francisco, CA. Email us at connect@medialets.com and follow us on Twitter at www.twitter.com/medialets.

About Foundry Group

Foundry Group is a venture capital firm focused on investing in early-stage information technology, Internet, and software startups. In addition to providing the necessary venture capital to get a company up and running, Foundry Group is committed to leveraging their experience in starting and growing companies, expertise in the technology industry, and network of relationships to help great entrepreneurs turn great ideas into great companies. Foundry Group is based in Boulder, Colorado, and invests in companies located across the United States. For more information, visit www.foundrygroup.com.

About DFJ Gotham

DFJ Gotham Ventures is a venture capital firm focused on early-stage technology companies primarily in the Greater New York Region and other parts of the Eastern Seaboard. Since its first investment in 2000, DFJ Gotham Ventures has backed over 20 companies spanning a wide array of technology sectors. DFJ Gotham Ventures partners with extraordinary teams of entrepreneurs to build strong and successful businesses that make a huge impact in their industries. DFJ Gotham Ventures takes pride in being an active partner, leveraging its experience, knowledge and relationships to provide substantial value to its portfolio companies. DFJ Gotham Ventures is proud to have backed such category leaders as Massive (acquired by MSFT), XOsoft (acquired by CA), Q-Link (acquired by Adobe), Mimeo.com and ContextWeb, among many others. For more information, please visit www.dfjgotham.com.

About Bobby Yazdani

Bobby Yazdani is the founder and CEO of Saba. He founded Saba in 1997. Today, Saba, with over $100M in profitable revenue is headquartered in Redwood Shores, Calif., is the premier global provider of strategic human capital management. Saba’s people platform are used by more than 17 million people worldwide. Prior to founding Saba, Bobby held various senior R&D management positions at Oracle Corporation. He has successfully mentored and invested in many early stage start-ups including Clearspring, Dropbox, Google, HotPrints, Salesforce.com, Social Gaming Network, Webs.com and Masimo. Bobby has a BA in Applied Mathematics from the University of California at Berkeley.

BURLINGAME, Calif. – Brightkite, the company that brings social networking back to the real world, and GfK Technology, a leading market research agency, released their latest Mobile Advertising Report (MAR). The quarterly MAR is a tool to help marketers and their agencies monitor and understand the fast-changing mobile medium.

38% of US mobile phone owners recall seeing advertising on their cell phones in the first quarter of 2009, although for Smartphone (such as iPhone) users, 59% recalled seeing mobile advertising. For Smartphone users, the number one format is mobile web advertising, while for regular phone users, it is SMS. However, perhaps the most striking finding of this report is the increased breadth of mobile advertising formats that consumers are noticing. 23% of Smartphone users recall seeing SMS advertising, but 20% saw ads in mobile social networks and 15% saw ads in mobile TV/video. In just three months, the number of Smartphone users seeing ads inside a location-based network has almost tripled to 15%. At current growth rates, we can expect to see some of these formats surpass mobile web and/or SMS in 2009.

In addition to being more aware of mobile advertising, phone users are quickly adopting a much broader set of mobile services:

* 14% now use one or more location based services (peaking at 38% of iPhone users).
* 10% use a mobile social network (33% of iPhone users).
* The fastest growing application for iPhone users is games, which experiences a 21% growth quarter over quarter; 50% of iPhone owners are now playing games on their phone.

“Over the last few years, we’ve tracked the growth of mobile advertising, and this has been fueled by text messaging and mobile Internet formats. Now we are seeing consumers adopting a much broader set of mobile applications and services and this is exposing them to new ad formats,” explained Jonathon Linner, Brightkite’s CEO. “It’s fascinating to see that iPhone users are almost as likely to see ads in a mobile social network as they are in a text message. This was unthinkable 12 months ago.”

“If the iPhone is an indicator of future behavior across other handsets, then we would conclude that the former ‘standards’ of mobile advertising – WAP and SMS – are going to be caught up to and perhaps surpassed by ads inside of other applications and services,” says Colin Strong, head of Mobile Communications Research at GfK Technology.

About the Mobile Advertising Report

The Brightkite-GfK Technology Mobile Advertising Report is a tool used to help marketers and their agencies understand the fast-changing mobile advertising medium. The report is produced quarterly and is distributed free to marketers. The Q1 2009 report is based on a survey of 1,000 representative American adults interviewed by telephone.

If you’d like to have your mobile advertising campaign measured in the next Brightkite-GfK Mobile Advertising Report, please email all pertinent details to measureme@Brightkite.com. If you’d like to receive future copies of the report, please e-mail mar@Brightkite.com.

About GfK Technology

With a global team of over 200 research professionals in 40 countries, GfK Technology is a leading provider of tailored consumer and business related research services to the Technology, Telecommunications, Media and Entertainment industries. As these sectors continue to converge and evolve, the opportunities for the industry players are huge. But they face many challenges – increasingly complex markets; new types of competition; and the need to carefully manage growth and diversification. At the same time, consumers and businesses are becoming more demanding, sophisticated and influential in the way that they choose, buy and use technology, data and content – increasingly on the move.

To find out how GfK Technology can help you meet these challenges and exploit new opportunities, visit our website at www.gfknop.com/technology.

About Brightkite

Founded in 2005, Brightkite brings social networking back into the real world. Brightkite’s location-aware mobile service helps you connect with your friends and share real world experiences. More than two million people use Brightkite’s free service every month. Use Brightkite to meet people around you, keep track of your friends, explore and discover new places, and annotate places with notes and photos. Best of all, Brightkite is available to anyone, anywhere, worldwide. All you need is a mobile phone or Web browser to bring your friends together in the real world, wherever you may be.

The award-winning company is headquartered in Burlingame, California and is backed by four of the world’s top venture capital funds. To learn more about using your phone as a social discovery tool, visit us at www.brightkite.com.

This data represents the activities of major brands and businesses as their consumers browse to mobile websites (measured by Bango Analytics) and buy mobile content and services (as measured by Bango Payment). The Bango’s stats will be of interest to businesses that monetize their mobile content and services across a wide demographic as spending by iPhone users is restricted to the Apple App Store.

Bango detected 1,811 different types of handsets accessing the mobile Internet in just one month. The Bango chart shows that smartphones account for 30% of handsets in the Top 20; to view the full list go to http://bango.com/support/top20handsets.aspx

“The iPhone has done a lot to encourage people to browse the internet on their phones,” says Ray Anderson, CEO of Bango. “But to get the most out of their mobile marketing spend, companies who are riding the iPhone wave, attracted by its excellent features and user demographics, need to optimize their mobile websites for all phones – especially those in Bango’s Top 20 handset list. Without this, they will be missing out on the mass market.”

“What is clear is that mobile marketers need to better understand their users,” says Anderson. “Our Bango mobile analytics provides analysis of mobile visitors, mobile site activity and marketing campaigns, with detailed metrics including unique visitor count, country, network and handset of each user. This helps brands to make the best decisions about future mobile investments and get closer to their customers.

Check out Bango’s blog to read why Ray Anderson, CEO of Bango feels the iPhone didn’t make the top 20 handset listing (http://blog.bango.com/).

Bango mobile analytics is a hosted service and anyone can sign up for a 30 day trial at www.bango.com/analytics

“With greater capabilities in both running native applications and viewing ‘real Internet’ websites, smartphones have increased usage and user expectations for mobile content,” says David Chamberlain, In-Stat analyst. “Along with the expanding handset base, users are downloading more applications. Reach for marketing applications is growing rapidly and those applications can provide prolonged engagement with the user and keep the advertiser’s brand in focus.”

Recent research by In-Stat found the following:

* Smartphones having a strong app store orientation will reach 30% of the global smartphone market by 2013, approaching nearly 100 million units.
* Survey respondents show iPhone users are by far the most active apps store users, significantly outpacing users of Blackberry, Palm OS or Windows Mobile phones.
* Application marketing, like all new advertising media, lacks consistent, accepted analytics many advertisers are accustomed to.

The research, “The Apps Store is Born: Smartphones Enable New Marketing and Advertising Opportunities Worldwide” (#IN0904424MCM), covers the worldwide market for smartphones. It includes:

* Worldwide forecasts for smartphone unit sales and apps through 2013.
* Global penetration forecasts for app store OS smartphones through 2013.
* Marketing app reach by smartphone OS through 2012.
* Results of a US consumer survey regarding smartphones and applications.
* Profiles of companies offering smartphone apps including Medialets, Zumobi, Mobile Posse, Transpera, and MobiTV.

For more information on this research or to purchase it online, please visit: http://www.instat.com/catalog/wcatalogue.asp?id=231 or contact a sales representative: http://www.instat.com/sales.asp.

The price is $2,495.

About In-Stat

In-Stat’s market intelligence combines technical, market and end-user research and database models to analyze the Mobile Internet and Digital Entertainment ecosystems. Our insights are derived from a deep understanding of technology impacts, nearly 30 years of history in research and consulting, and direct relationships with leading players in each of our core markets. In-Stat provides its research through reports, annual subscriptions, consulting and advisory services to inform critical decisions.

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Accessed News and Information* by Frequency of Access
Three-month Average Ending January 2008 and January 2009
U.S. Mobile Phone Users
comScore, Inc.

Unique Users (000s)
Frequency of Mobile                 Internet Access
Jan-08        Jan-09       % Change
Daily                      10,821        22,369         107
Weekly                     10,312        19,283          87
Ever in the month          36,870        63,182          71
_________________________________________________________________________
*Excludes social networking

“Over the course of the past year, we have seen use of mobile Internet evolve from an occasional activity to being a daily part of people’s lives,” observed Mark Donovan, senior vice president, mobile, comScore. “This underscores the growing importance of the mobile medium as consumers become more reliant on their mobile devices to access time-sensitive and utilitarian information.”
_________________________________________________________________________
Fastest-Growing Categories for Daily Mobile Web Access *
Three-month Average Ending January 2008 and January 2009
U.S. Mobile Phone Users
comScore, Inc.

Unique Users (000)
Daily Unique    Daily Unique    %
Users            Users      Change
Jan-08          Jan-09
Accessed News and Information (any)         10,821          22,369       107
Accessed social networking site or blog      1,761           9,278       427
Traded stocks or accessed financial account  1,135           3,274       188
Accessed movie information                   1,077           3,072       185
Accessed business directories                  939           2,447       161
Accessed entertainment news                  2,104           5,470       160
_________________________________________________________________________
*For categories of usage with monthly audiences above 15 million

“Social networking and blogging have emerged as very popular daily uses of the mobile Web and these activities are growing at a torrid pace,” observed Donovan. “We also note that much of the growth in news and information usage is driven by the increased popularity of downloaded applications, such as those offered for the iPhone, and by text-based searches. While smartphones and high-end feature phones, like the Samsung Instinct and LG Dare comprise the Top 10 devices used for news and information access,  70 percent of those accessing mobile Internet content are using feature phones.”
In January, 22.3 million people accessed news and information via a downloaded application. Maps are the most popular downloaded application with 8.2 million users, while search was the overwhelmingly favored use for SMS-based news and information access, with 14.1 million users. Overall, 32.4 million people used SMS to access news and information in January.
Young males are the most avid users of mobile news and information, with half of 18 to 34-year-old males engaging in the activity. The mobile Internet is also quite popular among females in the 18 to 24-year-old demographic, with 40 percent accessing it at least once in January.

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com