Mobile sales house 4th Screen Advertising has signed a deal with Bauer Media to sell mobile inventory around its FHM, Zoo and Heat brands.
The contract runs until the end of this year and was negotiated by Caroline Young, commercial director of mobile at Bauer Media, with Mark Slade, managing director of 4th Screen Advertising. More details can be found in the following press release.
The Guardian paper has relaunched its mobile site using 4th Screen Advertising as its exclusive ad sales partner. Using Mpression the 4th Screen trafficking team will traffic and deliver all campaigns into the new site. More details can be found in the following press release.
Mpression serves advertising into more than 40 active UK mobile publishers. Mpression stores the data from each request. Below is the aggregated data for the month of March 2009 across the Mpression network.
Mpression Handset Model Share - March 2009
Jason Cooper
Product Director
Splash advertising takeovers are an effective way of increasing responsiveness to mobile advertising. In the screenshot below, CTR doubled from 1.5% to 3% for this particular campaign.
The campaign above was for the KFC Boneless Banquet that ran across FHM.
Jason Cooper
Product Director
Advertisers can now gain insight into campaign effectiveness by implementing Mpression ROI Tracking Tags on their site. The use of multiple tags across an advertiser’s site offers more insight into how consumers are responding to campaigns. There are plenty of activities across a site that can indicate a response; form completion, visiting a specific page or downloading content.
Cost per Acquisition/Action (CPA) is a metric increasingly used by advertisers to measure the effectiveness of their campaigns. An advertiser will see how many impressions or clicks it took for an action to be performed – and the cost of that action. Using tracking tags, Mpression allows a target CPA to be specified per activity per campaign.
Select the pages that you want to track; home page arrivals, form completion or downloads - then specify the target CPA metric for those pages:
The ‘activity’ tag defines the action that is being measured – in this case, Home Page arrivals. The ‘TrackerId’ is the unique value generated for each click on the banner. These tags can be placed on the advertiser’s microsite – typically below the fold at the footer of the page.
Print a report that gives you complete visibility from the impression being served, the click, home page arrival right through to the acquisition and the actual cost of that acquisition.
Tracking Tag Summary Report
Jason Cooper
Product Director
