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Meet New York’s latest neighbor: hyper-local mobile advertising agency Sonata opens its first US office in the Big Apple

New York City has a new res­i­dent in the form of Sonata, the mobile adver­tis­ing com­pa­ny from Madrid that dri­ves real foot traf­fic to local bricks-and-mor­­tar busi­ness­es. The glob­al mobile adver­tis­ing firm has just opened its first US office in the Big Apple, appoint­ing mobile and dig­i­tal media vet­er­an Evan Krauss as its NY-based Chief Oper­at­ing Offi­cer. Krauss will report direct­ly to Sonata’s founder and CEO, Álvaro del Castil­lo, who recent­ly com­mit­ted to bring­ing his high­ly suc­cess­ful brain­child to the US (it’s been going down a storm in Europe). Zero-risk mobile adver­tis­ing  Those hold­ing media jobs in US mobile adver­tis­ing agen­cies will doubt­less be won­der­ing what lies behind Sonata’s suc­cess. Launched in Madrid in 2010, it’s the fruit of the men­tal labor of for­mer retail­ers – a real-time bid­ding (RTB) mar­ket­place that lets cus­tomers bid on events like click-to-map, click-to-call and redeem-an-offer in tight­ly geo-fenced zones rang­ing from 10 miles right down to 100 yards. The aim, which it’s been real­iz­ing with admirable suc­cess, is to dri­ve mea­sur­able foot-traf­f­ic direct­ly to the points-of-sale of a raft of enter­pris­es large and small, from stores to restau­rants, the­aters to deal­er­ships. And, as retail­ers will only pay for results, Sonata gives them a…

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