Mobile Advertising Growth at Quattro Wireless

Jeremy Arnon of Quattro Wireless

As brands, advertisers, publishers and application developers adjust to greater mobile advertising choices offered by mobile ad networks and other mobile and advertising firms, choosing the right mobile partners becomes critical.

Quattro Wireless, one of the largest global mobile advertising companies, enables advertisers and publishers to reach and engage their target audiences across mobile web, application and video platforms.

Q Elevation, Quattro’s targeting technology platform, optimizes global ad serving, tracking and analytics, ensuring the right audience is chosen for every ad impression. Its advertising network includes thousands of mobile web sites and iPhone, Android, BlackBerry and Palm applications to improve branding, database quality, direct sales and application store downloads.

Some of Quattro’s client companies are P&G, Ford, NetFlix, Time, Inc., Visa, Disney, Viacom, SAP, Papa John’s, Microsoft, Edmunds, CBS Interactive and Hachette Media.

Jeremy Arnon

Jeremy Arnon is a mobile industry veteran, having spent the past four and a half years on numerous sides of the business.

As Senior Director, Business Development at Quattro Wireless, he’s responsible for growing the Premier Ad Network’s mobile inventory through partnerships with major media companies and iPhone, Android and BlackBerry application developers.

He has been instrumental in landing premiere clients such as Men’s Health, The Washington Post, Fandango, The Onion, Gawker Media, TV Guide, the New York Post, Travel Channel and many others.

Prior to Quattro, Arnon was Regional Director at Sybase 365 where he handled key partnerships such as Tracfone Wireless and Major League Baseball. He also worked for Italian-based Neo Network, a mobile entertainment company, and spent seven years in sports marketing prior to entering the mobile field.

With an MBA from Columbia University and a BBA from The George Washington University, where he graduated magna cum laude, he resides just outside of New York City and was recently honored as Best Father of the Year, an award bestowed upon him by his wife and two daughters.

Mobile Advertising Podcast Interview

In this interview with Brian Prows, Jeremy discusses mobile advertising innovations helping premium publishers, advertisers and application developers grow their businesses.

A recent Quattro Wireless study predicts massive media consumption growth as smart phone penetration increases. New ad units that better reinforce brand image and engage mobile users are increasingly used to attract consumers.

He recently remarked: “Mobile presents a dynamic medium for marketers to connect with consumers for whom mobile devices provide not just communication but also information and entertainment.”

Click-through rates in mobile advertising are 4-5 times higher than with online, especially among touch screen device consumers who are exposed to animated ads on optimized WAP sites and within apps. Animated ads plus videos and maps are the fastest growing ad formats.

Rich Media Ad Units Growing Quickly

SMS text ads still dominate most mobile ad campaigns, but rich media ad units for iPhone, Android and other platforms are increasing ad effectiveness.

In addition to Quattro adjusting ad delivery automatically based on phone platforms, it offers video through the mobile web with mobilized sites (Edmonds.com, NFL) or apps (games, location based services, like Loopt and Where) that enhance user experience.

Videos inserted on microsites for Quattro’s clients also increase post-click engagement

mCommerce Exploding

During the podcast, Arnon talks about several successful mobile commerce campaigns—one by Fandango, another by Papa John’s.

Trust by consumers in brands, advertisers and publishers is boosting mCommerce campaign effectiveness with consumers. Fandango, for example, sold one out of every ten tickets on mobile in 2009, while Papa John’s saw monthly mobile revenues grow to $1 million. Sony PSP mobile campaigns have also achieved remarkable results.

Some of Quattro’s mobile commerce campaigns—implemented through mobile websites or apps–are integrated with Amazon Mobile, a trusted brand among most consumers.

He commented in a Digiday article: “Trusted brands are driving people into retail, and that is a first step to consumer comfort in mobile transactions…if you’re comfortable using your bank’s mobile app, it makes it easier to do other types of commerce on your phone.”

Mobile App Campaigns on iPhone, BlackBerry, Android and Palm

Quattro helps clients better target consumers through ad insertion into mobile apps for the iPhone, BlackBerry, Android and Palm platforms. While Android is coming on strong with dozens of new handset releases, Quattro also supports the Palm Pre, a smart phone that hasn’t ramped as quickly in terms of apps than other competing handsets.

They’re two types of app developers –large, well-seasoned, marketing savvy clients–and smaller companies who seek greater assistance from Quattro to sell their apps to advertisers.

Listen to this timely podcast about how a large ad network works with large and small advertisers, publishers and application developers to increase brand awareness, conversions and revenues.

Update on 1/5/2010: Apple announces acquisition of Quattro Wireless.

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