Quattro Wireless Announces Results of Mobile Ad Network Study Encompassing North American Premier Publisher, Advertiser Audiences - Study Analyzes Pre- and Post-Click Behavior on Over 100 Premier Publishers, Two Dozen National Branded Display Campaigns

Mobile Marketing Forum

NEW YORK-- Quattro Wireless (www.quattrowireless.com) announced today the results of a first-of-its-kind study tracking audience interaction across the entire mobile web ecosystem on the 100+ premier mobile websites for which the company has built, hosted and served advertising for, as well as post-click behavior on over two dozen national, branded campaigns sold, built and served by Quattro. The study leverages Quattro’s unique vantage point to detail premier Publisher audience browsing patterns and post-click interaction levels with display advertising. Quattro Wireless is placing these findings in an industry whitepaper published today, on the company’s newly renovated corporate web site at www.quattrowireless.com.

“Unlike the majority of mobile web studies published to date that pull data from long-tail, mobile-focused Publishers and direct response Advertisers, the North American-focused Quattro study captures activity from Publishers that are leaders in their respective wired Internet categories and national, display campaigns from top Advertisers,” said Andrew Miller, CEO of Quattro Wireless. “The study demonstrates the viability of the mobile Internet as a strong platform for premium content and premier brands to reach a highly interactive audience throughout the day.”

One of the more significant findings of the study involved usage behaviors, showing that mobile usage is an “all day” pattern and that time spent per session, page views per session and visits per month on a mobile website are roughly equivalent to session length, page views and monthly visits on the corresponding wired (on-line) websites. The usage pattern findings demonstrate that properly mobilized websites with premium, dynamic content that update in real-time, are just as effective as a wired site in engaging viewers and growing a mobile following.

Additional findings include:

    * Smartphones account for 60 percent of premium site traffic -- With premium sites come premium handsets. Top smartphones in the Quattro Ad Network include handsets from the Blackberry family at 48 percent of all smartphone traffic, while the iPhone represents over 18 percent of US smartphone traffic. These findings mapped against the demographic breakdown of the sites strongly indicate that the smartphone is no longer the domain of the business traveler or power user. The big screen and keyboard device demand in the North American market is significant as it crosses most demographics, incomes and geographies. Big screens and keyboards in this market lead to strong interaction and engagement with mobile content and advertising.
    * Post-click page views on the Quattro Network average three pages per ad microsite visit – Post-click page view numbers on the Quattro Network reinforce the premise that a properly mobilized Publisher site with premium content will create an engaged, lean-forward audience ready to explore a well-crafted, interactive mobile advertising message. Post-click page views ranged from 2 to 5 with movie related advertising microsites seeing the highest page views.

About the Mobile Web Study

This study represents a premier Publisher audience comprised of 100 percent off-deck traffic. No social networks, gaming or mobile content offerings were included in this study. The study documents findings on the Quattro Mobile Ad Network from January 1, 2008 through April 30, 2008.

The Quattro Mobile Ad Network is comprised of over 100 premier North American Publishers, whose on-line (or wired companion sites) comprise approximately 17 percent of all U.S. Internet traffic. These Publishers represent leaders in their respective Internet categories, including: NFL.com, CBSNews.com, TMZ, Univision, NBA.com and others.

In addition to mobilization and hosting services, Quattro provides ad sales and ad serving for all of the Publisher partners. Over the term of this study, Quattro has sold and served ads across these sites for major national brands including the P&G family of products, Sony Pictures Home Entertainment, Toyota and American Express. In all cases, Quattro has worked with the brand and agency to develop, host and serve the actual ad unit and accompanying landing pages.

About Quattro Wireless

Quattro Wireless is North America’s best performing mobile advertising network, specializing in taking wired assets to the wireless world. With the industry’s only pre- and post-click technology platform, Quattro provides category leading Publishers and premium branded advertisers with a turnkey solution to extend their Internet offering to the mobile web. Publishers leverage Quattro’s proprietary mobilization technology and interactive feature set to launch dynamic, ad supported mobile web versions of their wired web sites. Advertisers partner with Quattro to design, develop and serve targeted and interactive campaigns to the highly engaged Quattro Network audience. Quattro Wireless was founded in 2006 by proven mobile pioneers and is headquartered in Waltham, Mass. For more information, please visit http://www.quattrowireless.com.