Here’s dedication for you – at quarter to eleven we rang Harald Neidhardt, CMO & Co-Founder of Smaato, to clear up a few details from a press release. And he was more then happy to talk to us. That’s how you can tell the people who are involved in mobile advertising. They never sleep! Anyway…
Today MocoSpace and Smaato announced a new strategic partnership for mobile advertising. Smaato, a massive mobile ad network aggregator, will be targeting ads from it’s 20 partner networks to MocoSpace’s 5 million registered users.
MocoSpace first integrated SOMA (Smaato’s Open Mobile Advertising platform) onto their MoSo at the end of last year. As Harald put it “big companies take a look at performance and figures. If a relationships works for a while, then you can begin talk about making it a partnership”. SOMA targeting will work on MocoSpace by combining some demographic data from user registration with keywords acquired anonymously from user messages.
From the release:
“Our mobile community is growing day by day and Smaato with their SOMA mobile advertising platform helps us to better monetize it,” said Justin Siegel, chief executive officer and co-founder of MocoSpace. “With Smaato we benefit by increasing our ad revenue from our growing international traffic as well as our US traffic that is core to our user base.”
“MocoSpace is a partner that generates more than 2 billion page impressions a month. Wow! The engagement level of the MocoSpace community is very high and Smaato is actively filling the mobile inventory with our partner ad networks world wide,” commented Harald Neidhardt, CMO & Co-Founder of Smaato Inc.
What we think?
This looks like the shape of things to come. Companies integrating on a higher level, with huge numbers of ad-serves and user, as opposed to the small audience and fragmentation that have dogged the mobile web. Smaato has the combined inventory of 20 ad networks behind it, and I think they’re going to need it. We love MocoSpace, it’s a succesful youth and music oriented service, with 2 billion page hits a month. With that kind of traffic, Smaato is going to have to work hard to provide inventory!
