Tuesday, July 14, 2009

Quattro Wireless, Mobext partner on advanced mobile analytics

WALTHAM, USA: Quattro Wireless (www.quattrowireless.com), mobile’s largest premium ad network, and Mobext, the mobile marketing arm of Havas Digital that provides data driven advertising solutions within the mobile channel, have formed a strategic partnership focused on mobile analytics.

Analytics in the mobile space are still immature, and this partnership aims to bring more sophisticated analytic tools to help brands understand better what mobile contributes to their overall campaigns, resulting in great mobile experiences for consumers and improved mobile results for leading brands.

This partnership expands on Quattro Wireless’ and Mobext’s joint initiatives over the past 1-1/2 years for clients including Amtrak, Kmart, Choice Hotels, Volvo and McDonald’s. These initiatives have included custom mobile site sponsorships, unique mobile advertising programs, and creation and hosting of advertiser campaign sites.

“We chose to work with Quattro Wireless because they are uniquely positioned as the premier ad network and the one that our clients want to advertise on,” said Phuc Truong, Managing Director of the US for Mobext.

“Quattro Wireless has an analytical mindset, mobile-specific expertise, technology, integration and resources to deliver on the partnership. We share a close collaboration that fosters innovation and one of the exciting aspects of our expanded partnership is the ability for Mobext to get early access to Quattro Wireless’ new product roll-outs and their Innovation Lab, which we can use to create and test new mobile experiences.”

As part of the agreement, Mobext will incorporate mobile campaign data into Artemis, the Media Contacts master data warehouse so that clients can link online and mobile campaign results.

Artemis is a proprietary marketing decision support system that, unlike some of the less sophisticated reports advertisers may receive from ad servers, provides detailed reporting right down to the user level. While personally-identifiable information is not stored, tracking at this level provides greater insight and return on investment.

The agency has found that clients are eager to integrate mobile into their overall digital media strategies, both to compare relevant metrics like click rates and engagement rates and to understand how the unique behaviors of the mobile consumer can improve overall campaign results.

“Quattro Wireless not only operates the best performing ad network, but we are also able to easily implement the sophisticated measurement tools required for an advanced mobile analytics program,” said Steven Rosenblatt, Senior Vice President of Ad Sales for Quattro Wireless.

“We are pleased to be partnering with one of the leading mobile agencies to provide additional value not only to their clients, but also to the industry as a whole.”

Quattro Wireless is mobile’s largest premium ad network, powering mobile strategies for Fortune 500 brands, direct marketing leaders and category-leading publishers and application developers, including Proctor & Gamble, Toyota, American Express, WHERE, the NFL and many others.

With sophisticated technology and exclusive partnerships, Quattro creates unrivaled reach, consumer engagement and efficiency for advertisers.

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