17-05-2007 Targeted Advertising needs to be re-evaluated for the Mobile Internet
London, UK, May 17th, 2007
Speaking at the Mobile Advertising and Marketing Conference taking place in London today, John Doyle, Product Manager for leading mobile personalization company ChangingWorlds, described the necessity of implicit behavioural profiling to ensure the success of mobile advertising and the need to readdress the definition of targeted advertising in the mobile environment.
According to ChangingWorlds “Advertising is another form of content that must be highly personalized over mobile and not just using basic demographic profiling. Highly targeted and relevant adverts far beyond the level achieved in traditional methods of advertising must be realized.”
In his presentation, John described how intelligent profiling is essential in order to deliver mobile advertising that is relevant, attention grabbing and that will illicit a response that can be measured. He explained that ad ‘relevance’ needs to be re-evaluated for the mobile environment where a very personal device must offer only information and advertising that is strictly related to personal interests.
The notion of implicit, intelligent personalization has been championed and pioneered by ChangingWorlds since the inception of the mobile internet as the key to unlocking the potential of the mobile internet and associated services.
ChangingWorlds has developed a unique brand of personalization unrivalled in its ability to build pure and highly detailed subscriber profiles which enables mobile operators to dynamically deliver personalized mobile portal content that inherently matches subscribers’ interests. It is this same logic that can be applied to advertising to ensure that operators get mobile advertising right first time, and ensure that they don’t damage subscriber relationships with repeated irrelevant mobile advertising.
ChangingWorlds has already developed millions of intelligent subscriber profiles for over 40 mobile operators worldwide and has personalized billions of mobile content items using its patented personalization solution. This personalization has led to increased data revenues for operators that would have otherwise not been achieved. Addressing the delegation John Doyle said “This is the level of personalization that needs to be achieved for mobile advertising. Delivering adverts that are highly relevant and targeted to the individuals’ needs and interests as captured in their profiles. Simply delivering an advert based on their age, sex and location is not good enough and will be intrusive and off-putting for mobile portal users.”
ChangingWorlds is recognised as the leading supplier of mobile personalization solutions for the mobile industry. ChangingWorlds particular blend of personalization uses artificial intelligence based pattern recognition to adapt mobile content and now mobile advertising to changing subscriber behaviour.
About ChangingWorlds
ChangingWorlds is the market-leading provider of intelligent personalization and mobile portal products to the telecommunications industry. Based on advanced artificial intelligence technology, the company’s ClixSmart™ Intelligent Portal platform offers a personalized content discovery solution that enhances content relevance and optimizes the user experience of the wireless internet, resulting in greater ARPU (Average Revenue Per User) for the network operator.
Proven in market as a high-performance, scalable and carrier-grade mobile portal solution, ClixSmart is used by over 40 wireless operators worldwide including Hong Kong CSL, O2, TeliaSonera and Vodafone Group.
ChangingWorlds was founded in 1999 and is privately owned. The company now employs over one hundred highly qualified staff in Ireland (Dublin), Malaysia (Kuala Lumpur) and USA (San Francisco).
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