Mobile Interactive Technology’s (MIT) sister company 4th Screen Advertising is a specialist mobile advertising agency with the largest UK publisher network and reach. 4th Screen works closely with brands and mobile publishers to deliver efficient and ROI driven mobile advertising campaigns with their Mobile Banner Adserving Technology Platform - Mpression.

Mpression serves banner advertising on mobile Internet sites for advertisers and publishers. The platform currently handles in excess of 150m advertising requests a month and carries more premium display advertising than any other competing platform in the UK.

Key Benefits:

• Used by the UK’s largest network of premium publishers
• Ease of integration
• Integrated Media Planning tool
• Rich Media formats
• 24/7 real time reporting

Services:

1. Planning
2. Targeting
3. Publisher
4. Reporting
5. Technology
6. Administration and Security
7. Licensing
   

Planning

Mpression features an inbuilt planning tool that allows campaign planners and sales executives the ability to design and build media plans. Using aggregated campaign performance data, planners can choose from 40 active publishers based on pricing, page impression volume and click through rate (CTR).

Using previous data, the media planning tool can predict likely campaign performance by varying the price points and budget. The planner can find the best publishers based on these metrics and design a plan that will give the best results to the advertiser.

These plans can be exported in Excel format and forwarded to an agency or advertiser for approval.

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Targeting

Mpression features a range of targeting options including:

• Time of day
• Behavioural
• Operator
• Handset model/make
• Impression & click capping
• Publisher category & site placement

MIT can also offer creative support to your campaign with the creation of display banners, text links and text tags using SMS and MMS.

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Publisher

Mpression provides an easy to use API that gives publishers three easy to use integration options.

Publishers are provided with secure online access where they can view key metrics including:

• Overall site performance broken by Ad Slot
• Aggregate campaign performance
• Ability to view and print revenue statements
• Run handset and Operator reports

All metrics are displayed on a dashboard featuring graphs and charts allowing easy and effective analysis. Information can be provided in real time and historic data can be broken down by timescales such as day, week and month.

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Figure 1: Publisher Dashboard showing ad performance

Reporting

Mpression allows detailed analysis of campaign performance through reporting tools that are made available online. Mpression has a suite of agency style reports for all campaigns. These include reports on campaigns, campaign site sections, handsets and Operator breakdowns.

Campaign and traffic analysis is available in via the web based login.

All reporting information can be exported to CSV and Excel for further analysis and comparisons with additional data.

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Technology

Built to carrier grade industry standard Mpression is a distributed system with failover and redundancy built in. A SQL Server database cluster is used to provide robust data warehousing and configuration storage with its file system utilizing a RAID disk array. The platform can be scaled depending on volume of traffic with the addition of further application servers where required. Further security is provided by firewall protected servers and load balancers where the requests are evenly distributed between all ad serving applications. Data warehousing on activity on each publishers site provides insight into activity and can be used for forecasting and trend analysis.

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Administration and Security

Mpression has a layered administration system that allows different access privileges for a range of users. Key roles have been identified as administrator, media planner, publisher and client services manager (reporting); all roles can be segmented with read only and write access.

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Licensing

Mpression is available to be licensed either under an ASP model or operating on a completely new instance and installation.

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