It was a good day for Opera Mediaworks at the Mobile Media Summit in London yesterday. Our own Ben Dimond, Group Agency Director, joined an impressive line-up of speakers in the mobile advertising world. Ben’s presentation, “Apps: Our Mobile DNA” looked at the huge importance of Apps in mobile and how- from an advertising perspective- it helps advertisers learn more about users and allows them to deliver more relevant messages.
“When we install apps onto our new phone/tablet, we are installing all sorts of information about ourselves onto the device: things we like, things we need, things that correlate with our personality,” Ben explained. “In many ways we are actually downloading our personality onto our device. Looking through the apps I have on my phone would tell you a lot about my interests, behaviours and also certain personality traits. This is hugely useful for advertisers.“
Ben also shared that Opera Mediaworks’ UK operations had recently teamed up with Nottingham University to research apps that users have, what those apps say about them, and how that influences their behavior with ads.
“From this, we identified certain profiles of users who fit into certain categories of apps. For instance Fact Finders, users who indexed highly as having reference style apps and lower with entertainment app, or High Rollers, users who indexed highly as having betting and sports apps and lower than average on having lifestyle or entertainment apps,” he added.
The presentation was well received and educated the attendees on what lies behind the veil of mobile advertising. We hope you were able to join, and encourage you to come see us at our next Mobile Media Summit in Chicago on July 29th.
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