Mobile analytics engine created by Openwave and Nielsen

Rating:Pair target mobile advertising world

Openwave has joined forces with the Nielsen Company to develop what the pair are calling an ‘insight engine’ for the mobile advertising world. The objective is to effectively ‘mine’ for mobile to more accurately generate content recommendations.

This new insight engine is effectively the combination of the two companies’ offerings. Openwave’s Analytics product combines demographics and analytics to create refined reports and an ability to compare a wide variety of demographics segments.

The other half of the puzzle is Nielsen ‘PRIZM’ consumer segmentation system. The engine is aimed at mobile operators and others within the ecosystem.

John Giere, a senior vp with Openwave, commented, “The long standing belief within the advertising industry is that one half of the budget is generating results, but nobody knows which half.”

With this new insight engine the pair hope to arm the industry with tools that provide better response rates and more measurable mobile campaigns.

Openwave’s Analytics product helps the engine bymonitoring data network traffic, usage behaviour, and emerging trends.

“We believe our collaboration with Nielsen will help improve the mobile operator’s understanding of their network usage and facilitate new revenue opportunities for ecosystem players,” Giere maintains.

“By combining carrier-related mobile analytics with Nielsen’s PRIZM and ConneXions segmentation, carriers can analyse and measure mobile users’ behaviour in terms that advertisers understand,” argues Mark Nelson, a senior vp with Nielsen Claritas.

The pair argue that mobile service providers are looking for better ways to help advertisers totally understand the behaviour of the typical mobile user, “We believe this integrated approach will help drive adoption of mobile as a viable advertising platform,” Nelson added.