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MOBILE SMART FUNDAMENTALS MMA MEMBERS EDITION OCTOBER 2013 messaging . advertising . apps . mcommerce www.mmaglobal.com NEW YORK • LONDON • SINGAPORE • SÃO PAULO MOBILE MARKETING ASSOCIATION OCTOBER 2013 REPORT Location: The Holy Grail of Marketing It was not long ago that mobile devices were considered a tool for basic communication. Fast-forward to today and now mobile has transformed into the ultimate marketing vehicle, threading content with context. Mobile’s power and potential to deliver campaigns at the right place and time revolutionizes marketing outreach. When a consumer walks by a store and receives an incentive, such as a coupon, prompting them to visit the location—that is incredibly valuable. What consumers crave are relevant messages and location- based ads not only enable tailored content but also the correct context. However, location is still in its infancy and it is a complex landscape for companies to navigate. With location capabilities developing, there is a critical need for guidelines as marketers look to harness the power of location-based marketing and advertising. Location data comes from a variety of sources, including Wi-Fi, cell towers, GPS, self-reporting, as well as a combination of methods. That is why the MMA Location Committee developed “The Location Terminology Guide—The Language of Location,” which outlines fundamental technologies, measurements and strategies across the location space. The document deep dives into three core categories, including: • Location Data and Signals reviews the technology and data behind location as well as outline the advantages and challenges with each unique platform • Location Targeting and Strategies dives into existing methods and techniques to build a location-targeted campaign based on mobile advertising goals and audiences • Location Measurement and Metrics maps out the marketing opportunities and types of metrics available from awareness-based through conversion measurement Additionally, the guide provides a glossary of terms to promote a unified language that helps streamline location advertising and marketing efforts. The objective of the document is to provide an accelerated education and lexicon to guide marketers as they integrate location into their mobile strategy. When you are able to tailor content and deliver messages at the exact moment of desire or relative to the purchase funnel, the full power of mobile has been unleashed. To view “The Location Terminology Guide—The Language of Location” document, please visit: http://www.mmaglobal.com/location-terminology-guide Onwards, Greg Stuart INTRODUCTION 2 MOBILE MARKETING ASSOCIATION OCTOBER 2013 REPORT Table of Contents EXECUTIVE MOVES 4 PUBLIC COMPANY ANALYSIS 7 M&A TRANSACTIONS 9 FINANCING TRANSACTIONS 13 MMA OVERVIEW 26 HIDDEN RIVER OVERVIEW 27 Greg Stuart Todd Parker CEO, Mobile Marketing Association Managing Director, Hidden River [email protected] [email protected] MOBILE MARKETING ASSOCIATION OCTOBER 2013 REPORT Executives on the Move Name New Company Old Company New Company Summary Date Plethora Mobile is a mobile media demand side platform that allows brands, agencies, and app developers access Teddy Goldstein Director of Sales, Plethora Mobile Director of Mobile Entertainment, Tatango 10/29/13 to billions of mobile media impressions from around the globe. Essence is a digital agency based in London, New York, San Francisco, Seattle & Singapore that delivers Jeremy Sigel Client Director, Mobile, Essence Senior Manager, Mobile Marketing, Nokia strategy, media, creative and social solutions globally. 10/29/13 They are the digital agency for clients such as Google, eBay and Expedia. King Fish is a leading provider of content based marketing solutions. It delivers programs designed to Meredith Yoder Director, Marketing Analytics, King Fish Media Vice President/Director, Strategy & Analysis, Digitas 10/29/13 help marketers meet their campaign objectives for retaining customers. WINTR is a digital creative company. It uses its Deputy Director, Creative and Content, Bill & technology and design to create digital experiences to Joe McDonagh Chief Strategy Officer, WINTR 10/29/13 Melinda Gates Foundation engage users. It has focused its technology on the web as well as mobile. RPA is an American advertising and marketing agency headquartered in Santa Monica, California. It was Michael Takeshita Vice President, Digital Design Director, RPA Creative Director, TBWA 10/22/13 founded in 1986 by Gerry Rubin and Larry Postaer and currently employs approximately 500 associates. Starcom MediaVest Group (SMG) is a leading global Global President, Liquid Thread, Starcom Olivier Gers General Manager, Fremantle Media Licensing media communications agency with offices in 67 10/22/13 MediaVest Group countries and is part of the Publicis Groupe. GMR Marketing is one of the world’s largest engagement Vice President, Client Management, GMR marketing agencies. Headquartered in New Berlin, Todd Fischer Head of Sponsorship Marketing, State Farm 10/22/13 Marketing Wisconsin, it has 25 offices in 12 countries on four continents. Clear Channel Media and Entertainment, part of Clear Channel Communications, focuses on providing a multi- President, Content Marketing and Revenue Tim Spengler Senior Executive, Interpublic Group platform advertising and marketing opportunities for 10/22/13 Strategy, Clear Channel Media and Entertainment partners and world-class entertainment for listeners and users. Sitecore is a global software company which combines Vice President, North American Marketing, web content management with marketing automation, James Smith Head of Demand Generation, SolarCity 10/22/13 Sitecore email marketing, social media, e-commerce, optimization and analytics into a single, unified platform. Local Corporation is a leading national online media Vice President of Engineering, Brand Affinity Joe Lindsay Vice President of Technology, Local Corporation company that connects merchants and consumers both 10/22/13 Technologies on the Internet and mobile. Senior Vice President/Group Creative Director, DigitasLBi a global digital agency network, partners with Jeff Maerov Group Creative Director, DraftFCB Orange County 10/15/13 DigitasLBi many marketers and brands in the world. Addappt is a mobile address book startup that allows Carlos Brito Principal Developer - Founding Team, Addappt Principal Development Lead, Microsoft users to change contact info once and see it update on 10/15/13 all connections. Digitaria is a pioneer in digital marketing and technology, Tom Flint Senior Director of Strategy, Digitaria Director of Digital, Gabriel DeGrood Bendt providing unique, innovative solutions to an array of 10/8/13 clients around the world. Clock Four is a San Francisco-based, full-service web and mobile marketing consulting agency that delivers integrated strategy, experience design and technology Brian Clevenger Executive Creative Director, Clock Four Creative Director, Marketing, Rosetta 10/8/13 solutions that take critical e initiatives from strategic planning through deployment, and manage them to meet evolving user and market demands. Beam Interactive is a 75+ team of strategists, managers, Josh Teixeira Vice President, Director of Strategy, BEAM Vice President, Product Strategy, Big Spaceship designers, writers, architects, developers, and data 10/8/13 analysts in advertising. Beam Interactive is a 75+ team of strategists, managers, Rachel Theran Director, Strategy, BEAM Vice President, CRM Strategy, Mullen designers, writers, architects, developers, and data 10/8/13 analysts in advertising. VML is a global digital marketing agency with major operations on five continents. Since 2001, it has been a Jeff Geheb Chief Technology Officer, VML Chief Technology Officer, Saepio Technologies 10/8/13 member of the WPP Group of global communication agencies. Source: Thomson Reuters, VentureDeal and Hidden River, LLC * Data collected in this issue of Mobile Smart Fundamentals was collected throughout October 1-31, 2013. EXECUTIVE MOVES 4 MOBILE MARKETING ASSOCIATION OCTOBER 2013 REPORT Executives on the Move Name New Company Old Company New Company Summary Date Vice President/Managing Director, Local Vice President, Director Activation at 4D (Publicis Tiffany Kirk Horizon Media is an independent media services agency. 10/8/13 Broadcast Team LA, Horizon Media Groupe) Big Spaceship helps people interact with brands and Tony Clement Strategy Director/ Head of Data, Big Spaceship Head of Strategic Planning, TBG Digitals businesses by connecting experiences, products and 10/1/13 platforms. Vice President, Global Sales & Operations, Flurry operates a mobile applications Grady Burnett Chief Operating Officer, Flurry 9/30/13 Facebook analytics/measurement and advertising platform. Criteo is a global leader in Performance Display. The Kathleen Senior Vice President, Marketing & Executive Director, Global Channel Marketing & company measures purely on post-click performance and 9/24/13 Schneider Communications, Criteo Programs, Dell offers a turnkey pay-per-click model. Kinetic Social is a social data and marketing technology company founded in 2010. The company is a charter Jennifer Andre Senior Account Executive, Kinetic Social Account Executive, Trial Pay 9/24/13 partner in the Facebook API Key and Facebook Preferred Marketing Developer programs. VML is a global digital marketing agency with major Vice President, Marketing, Andrews McMeel operations on five continents. Since 2001, it has been a Amy Worley Managing Director,
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