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View August 2013 Report MOBILE SMART FUNDAMENTALS MMA MEMBERS EDITION AUGUST 2013 messaging . advertising . apps . mcommerce www.mmaglobal.com NEW YORK • LONDON • SINGAPORE • SÃO PAULO MOBILE MARKETING ASSOCIATION AUGUST 2013 REPORT MMA Activates Mobile Coupon Ad Unit Trials With the rise in mobile commerce and payment platforms, marketers are looking to harness the power of mobile coupons to connect with consumers across the purchase funnel and at the point of sale. However, as the mobile coupon industry evolves at a breakneck pace, there is a critical need for guidelines to measure the effectiveness of this burgeoning medium. Earlier this year, the MMA Mobile Coupon Ad Unit Specifications Committee (MoCAUS) authored, “The Current State and Promise of Mobile Couponing,” which defined the opportunities that mobile coupons offer brands. From that document, the committee created a framework of ad unit specifications to measure the effectiveness of mobile coupon campaigns with the recently released “Mobile Coupon Ad Unit Specifications”. Creating ad units was only the foundation of the MoCAUS efforts. To prove the value of the mobile coupon framework and identify best practices, the committee assembled a series of trials with marketers to test-drive the ad units. The first trial is currently underway with hardware household name, Ace Hardware. The MoCAUS mobile coupon trials will cause a ripple effect for the entire industry. This is the first in market assessment of the consumer’s coupon journey from initial engagement to point of sale redemption. From this data, marketers will understand how to activate mobile coupons and integrate the medium within their broader marketing strategy. The mission of the MMA is to help marketers understand and execute mobile marketing tactics. These trials will arm brands with a blueprint to create mobile coupon campaigns that drive growth and yield valuable consumer data. With marketers seeking new strategies to put brands in the hands of consumers, there is nothing more powerful than mobile coupons. Onwards, Greg Stuart INTRODUCTION 2 MOBILE MARKETING ASSOCIATION AUGUST 2013 REPORT Table of Contents EXECUTIVE MOVES 4 PUBLIC COMPANY ANALYSIS 7 M&A TRANSACTIONS 9 FINANCING TRANSACTIONS 13 MMA OVERVIEW 27 HIDDEN RIVER OVERVIEW 29 Greg Stuart Todd Parker CEO, Mobile Marketing Association Managing Director, Hidden River [email protected] [email protected] MOBILE MARKETING ASSOCIATION AUGUST 2013 REPORT Executives on the Move Name New Company Old Company New Company Summary Date Lead of International Business Development, Vice President of Product Management, Android Xiaomi designs, develops and sells smartphones, apps Hugo Barra 8/30/13 Xiaomi Division, Google and consumer electronics. Mojiva is the parent company of: Mojiva Mobile the Bennett Chief Operating Officer, Mojiva Chief Financial Officer, TargetSpot, Inc. mobile ad network and Mocean Mobile the mobile ad 8/27/13 Theimann serving platform. Mojiva is the parent company of: Mojiva Mobile the Senior Manager, Creative Strategy+Market Erika Alonso Head of Global Marketing, Mojiva mobile ad network and Mocean Mobile the mobile ad 8/27/13 Development, Apple serving platform. Big Spaceship helps people interact with brands and Executive Vice President of Client Services, Big Rob Thorsen Executive Vice President, BBDO businesses by connecting experiences, products and 8/27/13 Spaceship platforms. Livefyre helps brands and digital publishers in real-time Sankar Patel Vice President of Native Advertising, Livefyre Vice President, Carat USA 8/27/13 conversations. TBWA is an international advertising agency Justin Manfredi Deputy Director, TBWA Senior Integrated Account Director, David & Goliath 8/20/13 headquartered in New York. Managinng Director of Digital Business Services, Fancy Pants Group is an innovative technology partner Robby Rigano Managing Partner, Fancy Pants Group 8/20/13 Mcgarrybowen for advertisers, agencies, and publishers. Sebastian AKQA is a company that specializes in creating digital Director of Brand Strategy and Planning, AKQA Director of Brand Planning, TBWA/Media Arts Lab 8/20/13 Gunnewig services and products. Twitter is an online social networking service and Jennifer Prince Head of Sales Team, Twitter Head of Media and Entertainment Ad Sales, Google 8/19/13 microblogging service. Twilio is a cloud communications company that merges Ott Kaukver Vice President of Engineering, Twilio Head of Engineering, Skype the worlds of cloud computing, web services and 8/14/13 telecommunications together. Evidon technology gives brands, publishers, networks Christopher Vice President of Agency Relations, Evidon Senior Director, Sales and Client Service, Experian and other businesses around the world insight into the 8/13/13 Beirne digital ecosystem. Vice President of Marketing Solutions Products, LinkedIn is a fast growing business professional David Thacker Vice President of Product, Groupon 8/13/13 LinkedIn networking site. 140 Proof is a scalable social advertising platform Ed Darmanin Chief Revenue Officer, 140 Proof Vice President, Weather Channel reaching 40 million social users with its Relevance 8/13/13 Engine. InMobi is a mobile-first technology company and an Manish Dugar Vice President, Finance and Legal, InMobi Group Chief Financial Officer, RPG Enterprises 8/13/13 independent mobile advertising network. Senior Vice President Premium Advertising in the Senior Vice President, Digital and Mobile, Tribune Andy Vogel Smaato is a player in global mobile RTB ad exchange. 7/30/13 Americas, Smaato Company Carston Ludowig Vice-President of Sales, EMEA, Smaato Director of Advertising and Partnerships, Xing Smaato is a player in global mobile RTB ad exchange. 7/30/13 Senior Vice President and General Manager of Fanatics is a sports apparel and gear web retailer that David Katz Vice President and General Manager, Groupon 7/30/13 Mobile,Fanatics has also moved into mobile. AVG Technologies protects people around the world Gary Kovacs Chief Executive Officer, AVG Technologies Chief Executive Officer, Mozilla using the latest in cutting edge security technologies. It 7/30/13 currently provides security on the web and mobile. 10Gen, the company behind MongoDB, is empowering organizations of all sizes to capitalize on the Kamal Brar Asia Pacific General Manager, 10Gen Lead of Asia Pacific Region Division, MYSQL opportunities in mobile and social by enabling new use 7/29/13 cases, accelerating time to market and improving user experience. Dropbox Inc is a file hosting firm. It provides customers Senior Vice President of Enterprise Strategy and Ross Piper Vice President, Dropbox access to its cloud-based services on the web as well as 7/29/13 Alliances, Salesforce.com mobile. Source: Thomson Reuters, VentureDeal and Hidden River, LLC * Data collected in this issue of Mobile Smart Fundamentals was collected throughout August 1-31, 2013. EXECUTIVE MOVES 4 MOBILE MARKETING ASSOCIATION AUGUST 2013 REPORT Executives on the Move Name New Company Old Company New Company Summary Date DigitasLBi a global digital agency network, partners with Laura Keeler Senior Vice President, Creative, DigitasLBi Creative Partner, Oglivy & Mather 7/24/13 many marketers and brands in the world. Add3 is a search marketing agency specializing in search Dan Sundgren Chief Evangelist, Add3 Chief Executive Officer, Sundgren Interactive engine optimization, search engine marketing, and online 7/23/13 display advertising. CPX Interactive is a global digital media company with Jeff Hirsh Chief Marketing Officer, CPX Interactive Chief Executive Officer, AudienceScience over a decade of experience connecting consumers with 7/23/13 brands. Videology is an online video advertising platform that enables advertisers, agencies and publishers to eliminate Vice President, Publisher Platform Bill Nolte Director, Publisher Development at PubMatic waste and improve performance by connecting brands 7/23/13 Sales,Videology with specific audiences, while concentrating on the advertiser’s objective. Ignition Partners is a venture capital firm dedicated to helping the best entrerpreneurs seize opportunity. With Rachel Chalmers Principal, Ignition Partners Vice President of Research, 451 Group over $2B under management, Ignition invests in 7/19/13 communications, internet, software and services across business and consumer targets. Mobivity provides patented mobile marketing tools for Jeff Hasen Chief Marketing Officer, Mobivity Chief Marketing Officer, HipCricket local advertisers and custom audience engagement 7/16/13 solutions for sports and media producers. Hewlett-Packard Company or HP is an American multinational information technology corporation headquartered in Palo Alto, California, United States. It provides products, Ray Ozzie Director, Board of Directors, HP Software Head, Microsoft 7/15/13 technologies, software, solutions and services to consumers, small- and medium-sized businesses (SMBs) and large enterprises, including customers in the government, health and education sectors. Hewlett-Packard Company or HP is an American multinational information technology corporation headquartered in Palo Alto, California, United States. It provides products, Jim Skinner Director, Board of Directors, HP Chairman, Walgreen 7/15/13 technologies, software, solutions and services to consumers, small- and medium-sized businesses (SMBs) and large enterprises, including customers in the government, health and education sectors. Hewlett-Packard Company or HP is an American multinational information technology corporation
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