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Emerging Mobile News

GetMobile.com is a completely Web-based, self-service mobile ad network that caters to publishers and advertisers of all shapes and sizes – we take all comers, with or without prior mobile web experience.

A good way to explain what Quattro and GetMobile.com is all about is by answering a question I have been getting from analysts these past few weeks: what’s the difference between GetMobile and Google Mobile AdSense.

It’s perhaps foolhardy to compare oneself to an industry titan, but, I think we present a clear contrast, so deep-breath and here goes: Google’s basic tenet is to Organize the World’s Information – they built an advertising business model based on ho w people search for and access the information.

Quattro’s basic tenet is to Mobilize the World’s Information – our advertising business model is based on both who is accessing the information (mobile audience) and the patterns evident in the ways they consume it (mobile behavior). The sites that we mobilize and the advertisers that target the resulting mobile audience comprise our network. GetMobile.com is the platform for you, the publisher or advertiser, to jump onto this network and to take advantage of its quality, reach and services.

Bringing Publishers and Advertisers to the Mobile Table

Google does not provide any tools and capabilities to help web business owners think through, build and deploy a mobile presence. With GetMobile.com, Quattro strongly believes that providing mobilization services is not just a utility but a fundamental, value building strategic differentiator likely to foster a long term network relationship – especially since we provide these services with a shared-risk/shared-revenue model.

Your Mobile Business is Our Mobile Business.

The mobilization tools and services at GetMobile.com are further differentiated in that we don’t just provide a set of mobile templates you need to force fit yourself into – our Juicing technology enables businesses of all shapes and sizes to build a mobile presence upon the platform of their existing web assets and web presence.

This has myriad benefits – no need to build a whole new set of mobile assets, lots of ‘fearless prototyping’ and testing opportunities to try out different mobile web offerings with little cost and probably most importantly, the ability to understand the similarities and differences between one’s wired web audience and behavior and the mobile web audience and behavior.

As an example, one of our clients hypothesized that their mobile audience would be keen on their Daily Horoscope content above all else – our Juicer enabled rapid mobilization of this content and they were able to test this hypothesis out immediately and quickly able to sell these page views and audience at a premium to advertisers.

Once at the Table, Capitalize On Our Network and Mobile Audience

Now that you have mobilized, what else does GetMobile.com give you?

First of all, you are in great company. Our network comprises perhaps the most exclusive inventory of publishers currently on the mobile web – great sites like NBA.com, Univision, NFL.com, CBS and Boston.com , among others.

If you are a GetMobile publisher, we are selling your pages and audience along with the pages and audience of these premiere sites – where else are you going to find this great combination of both transparency and scale? If you are a GetMobile advertiser, we provide you the opportunity to have your ad run on these great sites and across our entire network.

Second, we don’t insist that you stay just within our network. Go ahead; place your site on Google, Yahoo!, Admob et al. It’s your business; we’re here to do what we can to help – we will Juice your site content, deliver across mobile devices around the world and provide you full analytics in exactly the same way as we would as if you were serving within our network.

Finally, here’s what I think is the clincher – GetMobile.com is built upon a behavioral targeting engine that enables us together grow a truly mobile audience directed ad network.

Let’s use our Mountain View friends again to illustrate what I mean by ‘mobile audience directed ad network’. Google ad matching and targeting engine is without par in its ability to drive offers based on user’s search intent. They notice that a search for “Miami weather” typically indicates someone with travel on their mind, thereby driving travel offers via Adwords. A mobile web (or wired web) page who main theme is “Miami weather” also drives offers for travel products via Adsense. Their massive volume of traffic and click-thru behavior certainly justify their confidence in driving these specific offers in specific content scenarios.

At GetMobile.com, on the other hand, we have a different set of insights based on the fact that we are completely integrated with your mobile content and your mobile audience plus also the content and audience of other publishers and advertisers in our network. We know that User A who is looking at a “Miami weather” page, also frequently visits a Latino horoscopes page and also frequently visits a web site targeted at English-speaking teenagers – she’s a bilingual Latina who checks the Miami weather every morning – GetMobile advertising offers will not be for travel in this instance (she lives in Miami!) but rather an ad for the Latin Grammy’s or a performance ad for a Reggaeton ringtone download. User B, looking at the same Miami weather page may instead get an offer/ad from a Miami Lexus dealer because we see that he frequently checks Heat and Dolphins scores, checks on his stock portfolio and is browsing from an iPhone.

Going back to the original question I posed myself, GetMobile.com is differentiated from the Google Mobile Adsense platform because we enable you to mobilize, we serve and track your site content and behavior, we derive a high-value audience profile from successive visits and we are able to aggregate our content and audience intelligence across the network in order to provide a targetable, higher-margin mobile advertising audience. We’d love to have you try it yourself and get your feedback – we think you’ll find it a profitable experience!

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The Mobi Blog for Emerging Mobile News 2008