IN DEPTH: Micro-targeting through the mobile screen
Mobile phones in many countries are effectively becoming personalised digital signage through a new system from Britain’s Celltick which exploits what it calls the “idle screen”.
Celltick’s LiveScreen Media, which now has more than 35 mobile networks as customers, sends advertising and promotional content to handsets when they are not in use by their owners.
And as network operators contend with declining average revenue per user (ARPU) – a key indicator for the mobile sector – Celltick hopes to persuade them that its system can reverse the trend.
Consumer response to the content it delivers can increase monthly ARPU from value-added services by up to 30 percent, says Celltick, and boost usage of data services such as WAP and SMS by 20 percent.
The latest operator to sign up is Azerbaijan’s Azercell Telecom, which this week said it would extend the Celltick service – up to now serving 300,000 of its subscribers – to its entire user base. With local content aggregator Unimark, Azercell sends entertainment and news as well as advertising to its subscribers’ phones.
In total Celltick now reaches more than 20m mobile-phone users, mostly males and mostly under 35. Ads can be targeted according to demographics, consumers’ historical response patterns, location, and time of day.
Among the advertisers that have already used Celltick’s service are American Express, Coca-Cola, Honda and Unilever.
Earlier this year, Celltick launched LiveScreen.com, a Web-based ad-booking system which it hopes will bring on board a “long tail” of smaller advertisers.
www.celltick.com
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