Adriano Gaved from mobile media company 3 Italia recently shared the results of an internal case study on mobile content ad targeting. The big takeaways from their testing:
- In mobile content, carriers will be disappointed to discover that the consumer's expectations around content consumption will trump his or her preexisting norms around mobile usage. e.g., free and advertising-supported is the standard content model, rather than premium payments. (Notable exceptions: users are willing to pay extra for games, adult
content, and music.)
- Each time you divide a target cluster, you will double the clickthrough rate.
That is to say, we Italians are avid consumers but... greedy?
Exception is -as always is- Porn.
Anyway, what's really interesting is the fact that you need to segment your user base, in order that you can obtain more performing Ad.
3 Italia tests stopped at a certain level of granularity. What Christine wonders is if they stopped because they just reached a sufficiently effective CTR or if they failed to achieve reasonable improvements by segmenting more.
In addition to that, I wonder if they are segmenting on mobility attitudes by interpreting the cell registration data (like long-distance-workers, sales representatives moving by car, sales representatives moving by plane, etc.)
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