Quattro Wireless mobile ad network expands globally

By Dan Butcher

February 6, 2009

A Sony banner ad on Metacafe

Quattro Wireless has expanded its mobile ad network to Western Europe, Australia, New Zealand, South Africa and Asia.

The expansion into new continents was spurred by Quattro's market growth and increased demand from brands and direct marketers for broader consumer reach. Quattro will now accept internationally focused and country-specific publishers and advertisers into its network.

"Quattro has grown tremendously throughout 2008, adding hundreds of top publishers and global advertisers to our industry leading Premier network," said Andrew Miller, chief executive officer of Quattro Wireless, Waltham, MA.

"Since our inception in 2006, we have been concentrating on the North American ad market and have been trying to amass a large, quality audience in the U.S. and Canada for brand and direct-response advertisers to leverage," he said.

A long-time player in the U.S. and Canadian markets, Quattro felt the time was right to make the leap to a global stage, given the growth it is seeing in ad budgets and the requests from brands for country-specific targeting.

Andrew Miller is CEO of Quattro Wireless

"We felt the time was right to reach out to the global, and country-specific, brand and direct-response advertisers and offer up this inventory and audience that has not been advertised to in our network to date," Mr. Miller said.

Under this worldwide expansion, members of Quattro's mobile ad network, from brand publishers to application providers, can monetize their global mobile footprint in any channel -- including the mobile Web/WAP, SMS, video and applications -- and on any platform -- including iPhone, BlackBerry, Android and Symbian.

By leveraging Quattro's turnkey ad sales and operations, platform and full-service experience, global and territory-centric publishers can monetization their mobile sites and increase interactivity between consumers and advertisers.

Metacafe is a publisher in the Quattro ad network

In tandem, advertisers will now be able to take advantage of Quattro's exclusive publisher inventory to launch country-specific campaigns that leverage Quattro's proprietary targeting and audience-segmentation technology.

"All of our inventory is available across our channels," Mr. Miller said. "For example, our sports channel includes the NHL, NFL and Goal.com.

"Our entertainment [category] includes Metacafe and Playboy," he said. "Communities include [social networks] MySpace and Hi5, while the Hispanic [category] is anchored by Univision.

"We also are focusing efforts on mobile applications, with an international audience from our publishers like Shazam, Fring and Tap Defense."

For clients NFL, NHL, Playboy and Metacafe, Quattro runs mobile banner ads and SMS call-to-action programs.

"As we run internationally, we will be doing similar programs as well as rare pre-roll video ads and country-specific language on mobile Web [sites] and in applications," Mr. Miller said. "Quattro now offers global reach along with our sophisticated targeting technology and premium inventory.

"We will now be able to further segment our audience for advertisers and create a better mapping of mobile behavior on a country-by-country basis," he said. "This is a big focus for us this year."