U.K. Company Plugs Metrics Gap, Aims To Be “The Nielson Of Mobile”

The power of mobile advertising is the personal pitch it can deliver to each user- a message that mobile search can amplify by adding relevancy based on key words and past queries to the equation. Understanding that this combination can pave the way to targeted advertising has turned up the pressure on companies to prove it really works. Advertisers, in particular, want numbers that will allow them to judge whether their campaigns hit the mark or were dismissed by users as spam. More important, they want the data that will allow them to target users more accurately.

Mobile Entertainment reports the U.K. company Mobile Enterprise has developed a solution that could provide advertisers with the metrics they require and make it “the Nielson of Mobile in the process.” In a nutshell, the company has “built a system that monitors traffic events on the network to build profiles of user behavior, which can then be sold to advertisers.” Armed with these analytics operators can create more granular customer segments and charge advertisers who want to target them a premium price. However, advertisers aren’t like to mind; better targeting almost assures them more bang for their ad budgets.

The article says Mobile Enterprise’s system has been implemented by Vodafone in the U.K. and has been trialled by Orange (U.K.), as well as operators in South Africa, Spain, Belgium, Holland, Switzerland and Sweden. (No word on take-up among the operators.) The article is a bit heavy on how the vendor sees the future impact of its solution, but it also introduces a scenario that could help operators take back ownership of media sales and fend off ad-funded providers such as Blyk. Essentially, operators would be able to compile and mine their subscriber data to offer advertisers “relevant media packs,” allowing advertisers to to target audiences and access to users via voice, text, browsing and other mobile activities. The article concludes that would complement the efforts of third-parties like mBlox and Netize, although there is a point at which it might also replace carriers’ need for companies that have traditionally re-sold user data for them on a wholesale basis.