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 zero-risk and highly cost effective mobile advertising solution to boost revenue at their bricks-and-mortar outlets.
Commenting on his new role, Krauss said:
“Local has long been touted as the key value proposition of mobile advertising because it can leverage digital advertising technologies to deliver in the moment ads that drive real consumers foot traffic. However, it is only over the last year that we have enough scale and efficiency in the market to bring local mobile advertising to life in a real way. My first order of business is to quickly hire the best talent to serve our partner and customer needs in the U.S.”
This guy knows what he’s talking about: he’s been working in digital media since 1995 and has truckloads of experience under his hat, developing new products and business for firms like AOL, Yahoo!, Excite and Jumptap. Before jumping aboard Sonata, he was Executive VP of Global Advertising Sales at Shazam, where he led the way in building its monster-success second screen advertising business.
Sonata’s CEO says he’s “thrilled” to have Krauss on board to guide the company’s US expansion.