Snac, Inc. Feeds the Mobile Appetite by ProQuest


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									                                                                                                                                                                              InformationToday            19
                                                                                                                                                                         March 2010

trial period, internet users who were pre-
sented with an online display were 65%
more likely to visit the advertiser’s web-
site than users who never saw the ad.
                                               Snac, Inc. Feeds the Mobile Appetite
Even after 4 weeks, the visitation rate        by MARJI MCCLURE        |                                  lief that that was going to be a big part      over that. We are doing something dif-
stayed as high as 45%.                                                                                    of the mobile experience,” says Caron,         ferent. We’re enabling those companies,
    When internet display ads are combined
with search ads, branded microsites, mo-
bile messages, and other online and of-
                                                                           H     ere’s one com-
                                                                                 pany that is
                                                                           keeping its innovative
                                                                                                          who is Snac’s CEO. “It certainly has be-
                                                                                                          come that way for iPhone users and other
                                                                                                          Smartphone users.”
                                                                                                                                                         content service companies, to deliver to
                                                                                                                                                         their users, a new, better mobile dis-
                                                                                                                                                         covery experience.”
fline media, the level of engagement in-                                   technology portable.               But the user experience was slow and
creases, and that leads to greater con-                                                                   cumbersome, according to Caron. So the
version rates.                                                                                            focus of Snac was to improve the process
    Infiniti’s auto campaign for its new G
                                               FOUNDER                                                    and make it accessible to as many wire-                           The goal of
Convertible is a good recent example. The         In late 2006, when Mark Caron founded                   less phones as possible. Fortunately,                      Snac’s technology
multichannel advertising program com-          Snac, Inc., a mobile application and serv-                 technological advances in phone hard-
bined print and internet display ads with      ice provider, mobile solutions may have                    ware, as well as available funding,                         (a mobile widget
SMS alerts and mobile landing pages.           been relatively new to the marketplace.                    helped move Snac’s development process                      dashboard) is to
    Infiniti found that by including mo-                                                                  along. “Clearly the desire is there to do
bile in the overall campaign, the post-                                                                   more on phones than just talk and text,”                     connect content
click engagement increased dramatically                                                                   says Caron, noting how the phones have                         providers with
when compared to internet or print dis-                                                                   increased in processing power, memory,
play ads alone. Plus, the highest levels                                                                  and screen resolution that enables addi-                        end users. …
of engagement came from iPhone and                                                                        tional capabilities that users didn’t have
BlackBerry users, which represent higher-                                                                 but could certainly use.
income consumers.                                                                                                                                            To add the Snac technology
                                                                                                                                                         to their phones, end users can visit
                                                                                                          COOL TECHNOLOGY                      , create a username and a
                                                                                                             The goal of Snac’s technology (a mobile     password, and then download any of
         Internet advertising                                                                             widget dashboard) is to connect content        the applications as well as manage the
                                                                                                          providers with end users who want to re-       offerings they download. Yet Caron says
              can be a highly                  But mobile was nothing new to Caron, who                   ceive content and services from these          that users typically discover the service
          effective tool when                  has worked in the wireless space for more                  providers. “We set out to develop a solu-      through one of Snac’s partners.
                                               than 20 years, including 12 years in the                   tion for that, which in essence, is a widget       Caron says that limitations by Apple
               combined with                   consumer mobile data services. Caron                       engine,” says Caron. “The secret to what       prevent the service from being used on
              other media. ...                 co-founded Omnipoint Communications,                       we’re doing is keeping the applications        the iPhone, but the service still currently
                                               which provided consumers with wireless                     small enough, light enough, a couple hun-      supports about 300 phones. BlackBerry
                                               data services. As founder and CEO of                       dred kilobytes that can run across a lot of    is amon
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