Quattro launches DIY mobile publishing service

January 24, 2008

Publishers can use Quattro Wireless’ technology to create mobile sites

Mobile ad network Quattro Wireless Inc. is offering free access to do-it-yourself mobile publishing tools via GetMobile.com.

GetMobile.com is a free self-service extension to Quattro’s GetMobile ad network where publishers and advertisers can build, monetize and measure their mobile Web presence. Its new bid-for-click ad network enables even small publishers to cash in on mobile opportunities.

“What really differentiates our service is the exchange,” said Andy Miller, CEO of Quattro, Waltham, MA. “All of the inventory in the exchange is exclusive to us.”

The GetMobile solution is aimed at fueling the development of user-friendly mobile sites and relevant ads that will drive adoption of the mobile Internet. Current market data show that 40 million users access the Internet via a mobile device each month, making it an important channel for publishers.

“If they’re not on it then they’re not on the mind of their consumers,” Mr. Miller said.

Quattro has used its Ad Unit Builder and “Juicing” toolset to launch a mobile presence for publishers such as Playboy Inc. and Univision Communications Inc.

At GetMobile.com, publishers and advertisers can now use Quattro Wireless’ technology to adapt Web sites themselves. They can also apply for inclusion in the GetMobile Network, which currently delivers more than 100 million monthly impressions, the company claims.

The GetMobile Ad Unit Builder offers templates for advertisers to create interactive mobile ads for use on both GetMobile and other mobile ad networks.

Advertisers can build landing pages and choose from content categories, specific devices, device capabilities and even target specific carriers. With certain publishers, advertisers can also target based on user geography and demographic information.

Quattro aims to roll out enhanced targeting services later this year.

Ads on the network can be served to any mobile device capable of Internet access and include text, banner and video units.

Quattro currently serves ads for 60 publishers. Its advertisers include brands such as CoverGirl, Gillette, LionsGate Films and General Motors Corp.

The company recently ran a campaign for LionsGate’s “Good Luck Chuck,” which enabled users to watch video trailers and slide shows via a mobile device. As an added component to the campaign, users could “send a kiss” to another handset via SMS.

Quattro is focused on providing users the best mobile Internet experience possible, Mr. Miller said. Noting how unappealing a site can look on a handset, he said before Quattro mobilized the Web site for Univision, visitors only saw the letters ‘Univi.’

“People are searching and they’re doing things on their phone, people are going to these sites and they’re having a terrible experience,” Mr. Miller said.

The GetMobile platform has been in beta since early December. Some of the first mobile sites built using GetMobile include MommyTalk.com and FlyFish.com.

“We’re making the mobile Internet work one publisher at a time,” Mr. Miller said.