Mobile Advertising
Funding mobile initiatives with premium rate advertising
weComm's wave™ platform includes a module enabling brands to sell premium rate mobile advertising within their mobile service, and provides:
- access to detailed user and contextual data for precise targeting
- ad delivery and rendering under control of Quality of Service measures
- advanced interactivity
- accurate tracking, auditing and reporting
Integrating with standard ad serving engines, detailed user and contextual intelligence enables precise targeting of users that supplements in-house data. weComm tracks, manages and provides detailed information on behavioural data and clickstreams, devices, preferences and profiles. At run-time, weComm can place ads based on contextual criteria such as device/operator combinations, content viewed, location and time.
Adverts are pushed automatically to the application - regardless of user activity - under the full control of weComm's Quality of Service communications layer, meaning that adverts are delivered as intended with high performance, reliability and integrity - even under variable wireless network conditions. Ads can automatically rotate through carousels without user interaction for use within a streaming video or live portal experience where user interaction is minimal.
Device recognition and real-time transformation ensures that every ad is optimised for each device using the best format that the device is able to support. A variety of different ad formats can be served including: banner, skyscraper and interstitial images; animations, text and scrolling tickers; and pre-roll and insertion videos.
Example Scenarios
wave's advanced interactivity provides a high degree of flexibility for engaging consumers through advertising. Example scenarios are:- Dial a call, link to a WAP site, send a pre-formatted message, complete an enquiry form, receive an SMS/MMS/WAP Push message, specific interactivity such as competitions, votes, polls and submitting user generated content.
- Link directly to a dedicated on-demand advertiser micro-site - built using wave Studio™ and instantly accessible from the main application - that provides a deeper engagement and brand experience. The micro-site can contain any content available within wave media portals.
- The type of adverts that can be delivered enables advertisers to offer engaging messages that result in higher response rates, and allows brands to sell ad inventory at higher CPMs or CTR.
- The weComm platform tracks and logs content delivery and every user action on a central server. weComm's Quality of Service layer implements high performance, reliability and integrity so that ads are served even amidst variable signal conditions.
- In addition, where a signal is not available or intermittent, weComm's transactional integrity guarantees the state of every ad served, establishes whether it has been displayed on the handset and determines whether to re-serve the ad.
- Detailed reports are available for actual ads served, click-throughs and follow-on actions summarised into campaigns by a number of criteria such as times of day, devices. and content sections.