Mobile Advertising Platform Explained

by Jeffrey Peel
Published on: January 7, 2010
Categories: Mobile Advertising
Tags: ,
Comments: No Comments

There’s a bit of mystery surrounding mobile advertising.  Although this is not the case in some markets across the world where mobile advertising is commonplace. 

In this post we try to de-mystify mobile advertising and to explain how our own mobile advertising platform works… (download the data sheet)

Mobile Advertising – What’s The Opportunity?

Mobile phones outnumber TV sets by over 3 to 1; PC based internet users by over 4 to 1; and the total laptop and desktop PC population by nearly 5 to 1. It’s hardly surprising that advertisers in many international markets consider the mobile network as a big media opportunity. Although some networks are ad-free there is no uniform picture across the world. Consider these numbers from a Wikipedia article on mobile advertising:

“In Spain some 75% of mobile phone owners receive ads, in France 62% and in Japan 54%. As mobile advertising matures, as in the most advanced markets, the user involvement also matures. In Japan 44% of mobile phone owners click on ads they receive on their phones. D2, the biggest mobile advertising agency in Japan, announced in November 2009, at the Mobile Asia Congress, that mobile advertising was worth 900 million dollars in Japan alone.”

With statistics like that it’s clear that this is no immature market. Many advertisers consider the mobile network to be a core component of the digital advertising market-place – and one ripe for expansion and development.

Why Mobile Advertising?

The numbers above make clear the pervasiveness of the mobile phone. Moreover, mobile device features are improving markedly – even in developing countries. Device specification improvement allows for a more sophisticated advertising experience. However even lower end devices support WAP and SMS – the protocols that are typically used to deliver adverts to devices.

At SLA Mobile we believe that mobile advertising will grow in importance in all markets as operators see declines in ARPU. Mobile advertising represents an important opportunity to monetise mobile capital investment. Moreover, advertising opportunities are increasing as advertisers create new, engaging user experiences based on gaming, competitions and event-related activities.

The SLA Mobile Advertising Platform

SLA Mobile has developed an end-to-end solution allowing delivery, management and reporting of advertising campaigns targeted specifically to mobile users.

The SLA mobile advertising solution is a very powerful tool that takes advantage of several new advertising channels enabled by mobile telephony and associated data services.

The platform supports SMS advertising, MMS advertising, mobile web advertising, advertising in audio calls, advertising in video calls, idle screen advertising – and more.

SLA Mobile is also working with partners to fully integrate the mobile advertising platform with other key elements of service delivery.

Who is the Mobile Advertising Platform for?

The stakeholders in mobile advertising are advertisers and their agencies, mobile operators, mobile content providers, and mobile website owners.

How does the product work?

The mobile advertising platform has, at its core, a campaign administrator. This configures system parameters, defines advertisers and operators and provides overall operation and control of the system.

Advertisers may have multiple campaigns. Each campaign can consist of multiple adverts. There is support for a variety of advertisement formats serving different mobile advertising channels.

Campaigns and adverts can be targeted – based on user demographics or behavior – in order to be most effective.

Each campaign has an assigned budget, based on the number of impressions to be served. In addition, the advertiser may specify a daily limit on the impressions served for a campaign.

Campaigns also have priority associated with them. The SLA Mobile Advertising Platform offers three priority levels.

Operators (the term includes mobile operators, MVNOs, content providers, and mobile websites) deliver ads. An operator may request an advert of a specific format from the ad server using a Web Service API.

The platform generates statistics of the ads served. The statistics may be classified and/or filtered by advertiser or by the operator.

Types of Adverts Supported

SMS text ads (ASCII and Unicode supported)
SMS picture ads
Mobile web text ads
Mobile web banner ads
Picture ads
Audio ads
Video ads

Interstitial Advertising in The Data Domain

As a core component of its advertising platform SLA Mobile supports interactive ‘interstitial’ advertising solutions for mobile or 3G data card users. The SLA Mobile advertising campaign manager product integrates with wireless carriers’ existing capability to track users’ browsing behaviour and provides a dedicated server to coordinate targeted advertising delivery and report on specific campaign penetration.

Based on a user opt-in model, the closed-loop interstitial advertising solution analyses individual users’ browsing habits to define unique interests and load specific advertising tailored to their preferences between webpage loads.

Summary Benefits

The SLA Mobile Advertising Platform allows advertisers and network owners to take advantage of the mobile subscriber advertising opportunity.

The solution operates end-to-end – allowing planning, delivery and control of campaigns to maximise return on investment.

Supporting multiple channels, and allowing for fine-tuning of campaigns, the SLA Mobile Advertising Platform allows mobile advertising to come of age and produce tangible returns on investment.

No Comments - Leave a comment

Leave a comment

Your email address will not be published. Required fields are marked *

*

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>


Recent Posts
  • Energising young people to … by Philip Stanfield

    The journey from Cairo International Airport to the Smart Village Business Park outside is usually regarded as a nightmare. The 30 kilometre commute along the ring road around the city, takes more than three hours to complete in rush hour, while the drive through inner-Cairo presents some scary challenges. Drivers [...]

  • Direct Operator Billing...I… by Philip Stanfield

    There’s nothing new about mobile phone subscribers being able to pay for goods and services from their mobile phones.  But the mobile payment experience is often far from ideal – representing a barrier to doing business with a merchant.  But with Direct Operator Billing things are about to change…meaning that [...]

  • The future is up there some… by Philip Stanfield

    From the living room to the boardroom, cutting-edge technology is reshaping almost every aspect of modern life. Mobile internet technology is making the world faster and better connected meaning the way we collaborate, shares stories and do business is undergoing a very rapid revolution. This year saw a tipping point [...]

  • Managing Devices, Applicati… by Philip Stanfield

    At the recent “Managing Devices, Applications and Services” conference organised by the Device Management Forum in Maidenhead, U.K., a number of discussions and presentations addressed a wide range of aspects within M2M and the Internet of Things – such as standardisation, information provenance, consumer applications, e/m health and drivers behind [...]

  • Craig Richards to Head-up O… by Jeffrey Peel

    Craig Richards, previously Director Asia Pacific, is to take on a new role at SLA Mobile – driving forward the company’s global engineering and operations function.  With the appointment of Jonathan Ng as Director responsible for APAC, Craig will become Director of Operations & Engineering.  He will continue to be based in Kuala [...]

  • Alacrity Enables Network Op… by Craig Richards

    Craig Richards of SLA Mobile argues why Alacrity plays a critical role in enabling the mobile future It’s clear that the mobile market is expanding and changing at a remarkable pace.   Increasingly, mobility is the driving force behind cloud computing.   Cloud-based resources – such as social media, media sharing, and [...]

  • Jonathan Ng joins SLA Mobil… by Jeffrey Peel

    Based in Kuala Lumpur, Jonathan Ng will lead sales, business development and marketing activities for SLA Mobile in Asia Pacific.  He has some fifteen years of senior business development experience in the telecommunications industry, covering all domains from fixed to mobile to enterprise business. Commenting on Jonathan’s appointment, Nic Stirk, [...]

  • SLA Mobile announced as one… by Philip Stanfield

    SLA Mobile has been named as one of Ireland’s ‘Best Managed’ companies in the Deloitte Best Managed Companies Awards Programme. In total, twenty companies which demonstrated superior business performance were recognised at a gala awards dinner in the Burlington Hotel in Dublin on 4th March 2011. The Deloitte Best Managed [...]

  • Vodafone Reports Financial Results by Philip Stanfield

    By Kevin Drayne This morning Vittorio Calao, Vodafone’s Group CEO, announced the company’s results for the first half of the fiscal year along with a strategy update that laid out their future plans. As anticipated by the financial markets, results exceeded expectations with revenue increasing 3.9% over the same period [...]

  • Embedded Devices by Philip Stanfield

    by Nic Stirk In the wireless industry talk about embedded/connected devices, and the associated M2M communications they require, is a hot topic of conversation. Estimates of the number of connected devices the world will see in the coming years is truly mind boggling, and are actually so large as to [...]

Categories
Welcome , today is Saturday, February 4, 2012