1. Confidential Document © 2009 Sofialys
Address : 9 Villa Pierre Ginier 75 018 Paris.
Tel : 01 53 04 23 41.
Contact : contact@sofialys.com
SOFIALYS
Mobile Advertising opportunities
Ring Ring seminar – October 2010
Follow our latest news on www.sofialys.com

2. Confidential information © 2008 Sofialys www.sofialys.com22
Sofialys Intro
 Company created in 2003
 40 employees based in Paris,
Barcelona, Singapore & Ho ChiMin city
 Mobile ad server provider
 Largest mobile marketing programme
in France (3m qualified opt-in)
 mobile ad network www.aditic.com
200 Publisher network, 150 mobile
campaigns & 800 millions ad imps /
month
Agency clients  Advertiser clients

3. Confidential information © 2008 Sofialys www.sofialys.com33
Definitions
Mobile Marketing Mobile Advertising
mobile tagcoupons
bluetooth
geo-location
push
opt-in CPA
profiling
CPM
rich media
re-targetingbannersdisplay
iPhone app
Sponsored links
New Nike
shoes
Cheap
snickers
Push Pull

4. Confidential information © 2008 Sofialys www.sofialys.com44
Why mobile?
 Always on - first thing in the morning, last thing at night
 Personal - only true one2one media
 Geo-located - reach within relevant areas
 All-in-one device - video, web, messaging, voice

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Why now?
Because…
 …smartphone penetration + unlimited data bundles
= reach
 budget restriction + poor metrics on traditional media
= search for more efficient channels

6. Confidential information © 2008 Sofialys www.sofialys.com66
Where are we now?
branding acquisition loyalty
CPM Display
campaigns on
premium supports
iPhone, iPhone, iPhone…
iPhone
applications
Social
communities
CPC acquisition
campaigns

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The importance of being multi-OS
7
ANDROID APPS
IPHONE APPSMOBILE WEB
Take the A380 to ..
IPAD APPS
BLACKBERRY APPS
BADA APPS
WEB APPS

8. Confidential information © 2008 Sofialys www.sofialys.comConfidential Information Copyright © 2008 Sofialys
Banner-like ad formats
8
MOBILE WEB – 3 formats
Text
 Banner
 Banner+text
Take the A380 to;;;
Take the A380 to ;;;
WEB APPS & IPAD APPS – 7 formats
 Splash screen
 Interstitial
 Banner
 Expand banner
IPHONE/ANDROID/BB/BADA APPS – 5
formats
 Banner
 Splash screen
 Interstitial
 Retractable banner
 Expand banner
 Retractable banner
 Rectangle (pavé)
 Skyscraper

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Rich media ad formats
9
IPAD APPS – 6 formats
 In book full page
 Map ad (geolocated)
 Pic text ad
 Peel ad
 Bilboard video (pre-roll)
 In-video (banner)
IPHONE/ANDROID/BB/BADA APPS
– 4 formats
 Map ads (geolocated)
 Pic text ad
 Bilboard video (pre-roll)
 In-video (banner)
Agence Marmara
14 rue de la
madeleine
75001 Paris

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Leverage all interactions offered by the mobile media
Click-to-browse Click-to-call
Click-to-video Click-to-download
(coupon)

11. Confidential information © 2008 Sofialys www.sofialys.comConfidential Information Copyright © 2008 Sofialys
Increase value through personal targeting
11
User profile
Device
Contextual
Geo-localised
Country/Netw.
Behavioural
We recognize the
phone UserAgent and
are able to target
campaigns for i-phone
or Video-capable only
phones for instance
Advertisers assign a
category to their campaign,
e.g. sport and the system is
able to serve the ad on the
matching section/page of
your site, e.g. sport ad on
sport pages
We use the phone IP
address to target
campaigns per country
and per mobile
operator if required
We leverage all profile
information you have
collected about your
audience to increase CPM
and CPC rates and
eventually maximise
revenues
Each user’s history and
clickstream (clicks, pages
visited) is stored on our
server and can be re used to
serve targeted ads
accordingly
Ability to serve ads
depending on real-time
user location – geo-
localised push ads
currently live with 1
operator
Enhanced relevancy
through advanced
targeting

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Tomorrow’s differentiation factors
12
Rich media Geo-localisation Profiling
 Targeting based on
realtime localisation
 GPS: mode display (appli
smartphone) / mobile web
 Clara
 23
 Brussels
 Student
 Paule
 53
 Gent
 HR
Manager
Take the A380 to Paris!
Video HTML 5

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Display advertising – CPC & CPA performance models
Click-to-call
Voting
campaign
« Pekin
express » show
iPhone application
download
Online hotel portal

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Trends - next 24 months
1. Mobile becomes an acquisition driver,
quicker than any other media before,
through
 Geo-location targeting
 Couponing
 CPA display campaigns
2. Mobile is used as a true communication
channel by a larger number of brands and
advertisers
3. Mobile budgets reach critical mass as
Media Agencies equip themselves with
mobile ad management tools and integrate
mobile in a growing number of media plans
CPM
CPC
CPL
CPA

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SOFIALYS
julien.oudart@sofialys.com
+33 6 33 35 48 28