Mobile Advertising: Oliver Cavanagh ChangingWorlds on Advertising Adaptation

There are a lot of small companies that you hear of you think you know; but then they surprise you. I had put ChangingWorlds into the ad-spam-hidden in personalisation company. NO offence to the company; but I feel the message has been a bit confused. No longer!

So, I listened eagerly today to the presentation from Oliver Cavanagh. He started with a bio of the ChangingWorlds and mentioned how they the company has been in Mobile since 2001 and they now have managed and created over 52 portals.

Oliver said that ChangingWorlds was a research driven company. He said that some advertisers have to use spam to get initial opt-in or opt-out or ideas of the consumer. But, this is where ChangingWorlds is different. The company has several years of profiles and information on users. So when advertising was launched via the ClixSmart and AdPersonalizer services – everything was carefully chosen. This means that only users were chosen based on a preference to advertising and previous knowledge.

On top of that each portal can be branded and personalised for individuals (boys portal, girls portal etc).  This makes targeting for advertising a lot more interesting.

But what was interesting that Changing Worlds said that targeting by location did not have a huge impact on advertising campaigns that have been conducted. Even gender wasn’t that much of an impact because lots of girls like F1 and Football these days.

On top of that targeting adverts via age did have a slight (1% uplift) on click through. But (as might be suspected from a company that focuses on personalisation) the results showed that sending an advert to anyone that has shown an interest in football or sport (with a similar advert) this type of behavioural targeting was the most successful.

Related News:

1. Mobile Advertising: What is Opt in and Opt Out?
2. ChangingWorlds launches ClixSmart Discover for off-portal
3. Changing Worlds Collaborates with O2 on personalisation
4. Sprint OpenWeb, Content Adaptation and the impact on Mobile Advertising
5. Amdocs to Acquire ChangingWorlds