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Much like social media was last year, the hot topic at SXSW Interactive 2010is mobile. There have been a ton of panels, sessions and talks about all things mobile from QR codes to Foursquare and everything in between.

I had the chance to attend the Mobile Advertising in 2010 session which focused on how mobile platforms are paying the bills. In other words, how they work with advertisers to keep the lights on. The session included Foursquare Co-founder, Dennis Crowley, and a rep from MocoSpace. Here are my notes.

Mobile Advertising in 2010: How to pay the bills?

MocoSpace

http://mocospace.com
Most visited mobile site after Facebook, MySpace and Google

Audience

  • 95% from US
  • 75% is on mobile
  • Site users is 1/3 caucasian, 1/3 hispanic, 1/3 African American
  • Faster growing segment – iPhone and Android

Monetization

  • Work with the ad networks (3 billion pages per day), robust mediation layer, targeting abilities (gender, ethnicity, location, age).
  • Working with music labels to distribute music to create instant feedback loop.
  • SpikeTV Video Game Awards: get people to vote on video games through MocoSpace.
  • Branded experiences.
  • Virtual currency. Example, MocoGold creates ancillary benefits within the experience.

Foursquare

http://foursquare.com
Launched 2009 at SXSW, smarter city guide with gaming on top. Exciting way to find places.

Monetization

  • Didn’t like the mistargeted ads. So created specials within the app.
  • Created branded experiences with Bravo, NY Times, working with CPGs and other brands.
  • Take offline experience to the phone. Bravo example. Find out celebrity chefs

Additional topics/questions discussed:
How do you go beyond the media buy, CPM etc?

  • Leverage the features of the phone, call-in, audio and visual impact.
  • Branded experiences that go beyond the CPM, badges, etc.
  • Content creation mentioned again, create content that matters to audience where they are.
  • Foursquare potential idea is cost per checkin with an action that has to be taken to complete conversion.

Look to the future.
Foursquare – Local biz opportunity. Give them incredibly easy dashboards to use, active their fans and drive repeat business.
Moco – Better experiences within mobile browser, virtual goods.