Archive

Several leading research organisations including the IAB (Internet Advertising Bureau) and Juniper Research have recently released reports on the current mobile advertising market and its future.

This year represents the first time truly quantitative research has become available on mobile advertising, and the numbers indicate conflicting trends in this nascent market, points out Xtract, providers of social intelligence software.

For example,
• The first expenditure study on mobile advertising in the UK, taken by the IAB and PWC, showed that the mobile ads market is growing 99.2% year on year, even when advertising in other forms of media dramatically decreased in the same period
• The huge growth in mobile advertising has been attributed to its exceptional targeting, immediacy and return on investment, says the IAB
• It also showed an impressive 44% of 16 – 24 year olds have checked social networking profiles on their mobile phones, suggesting younger generations are at the ready for mobile web and advertising
• Source: [http://www.iabuk.net/en/1/mobileadvertisingexpenditure120509.html]
However,
• Juniper Research’s study released in June indicates that by 2014, mobile advertising would still only account for up to 1.5% of total global adspend, despite mobile advertising offering ’substantially higher’ response rates than advertising in other media

“There is clearly a conflicting trend at present,” said Jouko Ahvenainen, co-founder and VP at Xtract. “Mobile ads are the most interactive, compelling forms of advertising for many brands, and offer far better response and click through rates when they are done well. And usage of the mobile web is growing rapidly. Other forms of media are struggling to sell advertising, in particular newspapers, and are shutting down. Yet even in five years time, leading industry bodies predict that mobile advertising will remain a mere drop in the ocean in terms of overall global ad spend.”

“This is leaving the industry scratching its head about how to cash in on the promise of mobile advertising. One thing that we constantly hear from advertisers and marketers, who hold the purse strings, is that they need far more intricate levels of targeting than are generally available today; measurability; accountability; and clearly defined ROI, in order to choose mobile over other media platforms. Clearly, highly-targeted forms of advertising that can be measured back are the way to continue the upwards trend in mobile ads. If marketers can’t see exactly who they are targeting, and understand the likely behaviours of these customers socially, they can’t trust the most personal advertising channel available today, and mobile will continue to be insignificant in the overall global ads picture.”

More information about Xtract’s social intelligence approach, on the frontiers of targeting in the mobile advertising market, can be found at www.xtract.com.

Press contact:
Emily McDaid (emily(at)hatch-pr.com | +44 7748 6333 55)

Helsinki, Finland – 24 June 2009 – Xtract’s VP of product management Sari Aapola will deliver a speech today at the Customer Retention Forum. In her talk, titled ‘Can Consumer 2.0 be a loyal customer? Understanding and utilising social intelligence in retention marketing,’ Sari will discuss how gaining social intelligence and knowing your customer better can become a key anti-churn strategy for mobile operators. The presentation will delve into capturing the power of communities and word-of-mouth in the battle against churn, a social problem faced by all telecom operators.

The presentation will discuss:
• Consumer 2.0 in the driver’s seat
• The power of communities and word-of-mouth
• What does Social Revenue reveal to you that ARPU does not?
• Churn is the symptom – what’s the disease, and is there a cure?

To schedule a one-to-one briefing with Sari after her talk, or via phone, or to obtain a copy of the presentation, please use the press contact details below.

About Customer Retention Forum
The conference, held from 24 – 25 June in Singapore’s Amara Hotel, will focus on minimising churn to maximise customer retention and profitability. Companies at the show include Vodafone Australia, Tibco, Bharti Airtel and Chunghwa Telecom.

This is the direct link to the event for more information: www.churnforum.com

Press contact
Emily McDaid
emily(at)hatch-pr.comout Xtract

Xtract’s Helsinki office is moving to Espoo. Our new office will be the tenth floor of the brand new Panorama Tower in Leppävaara district. Choosing a suitable location was not easy. We started the process already in March as our contract with the current landlord was getting close to its end. After hours of search and classification, we came up with 8 candidates. From those we picked 3 most suitable ones. After a series of tough negotiations with the providers the Panorama Tower was chosen as our new location.  Now we are preparing the seating which always raises questions and starting to pack our staff before holiday season. I look very much forward to working in Panorama Tower and getting things settled there.

Helsinki, Finland and London, England — 8 June 2009 – Xtract marketing director Arlinda Sipila will be chairing and speaking at the IIR Business & Telecoms Business Intelligence event this week in Amsterdam.

Today, Sipila will chair the pre-conference workshop, “Subscriber data – A goldmine of opportunity for mobile operator marketing.” The agenda for the session includes the following talks:

10.00 Subscriber social networks, social Influence and 3D customer profiling
10.30 Making it easy for the operator to utilise social intelligence for business
11.30 Monetising with social intelligence

In addition, on day two of the conference, Wednesday 10 June, Sipila will deliver a presentation titled “Social network intelligence: Utilising customer data effectively in marketing,” at 10:20am. The presentation will discuss topics including:

• The ‘active’ footprints that users leave behind in social media and how they can be analysed for improved, more individually relevant, marketing and advertising
• Mining the stories that customer data can tell an advertiser, and the sometimes-competing goal of maintaining user privacy

To schedule a one-to-one briefing with Xtract, or to obtain a copy of the presentations, please use the press contact details below.

About IIR Business Intelligence Conference
Held in the Hotel Okura, Amsterdam, Netherlands from Monday 8 June to Thursday 11 June, the conference will include speakers from companies including O2, Orange, Amdocs, Vodafone and Xtract. The programme will focus on practical strategies currently being deployed worldwide to optimise the planning, building and improvement of business intelligence.

About Xtract
Xtract (www.xtract.com) refines social interaction, behaviour and demographic data to create accurate 3D user profiles. These profiles for the first time utilise data as a dynamic tool in the day-to-day marketing for effective and intelligent targeting of campaigns and advertising. Xtract’s Social Links is an automated, self-learning solution capable of analysing billions of mobile transactions with easy to use and actionable tools for operators to define accurate target groups for their marketing campaigns.

Press contact
Emily McDaid
emily(at)hatch-pr.com