More Mobile Relations Finland works on several technologies delivering some of the most versatile and useful solutions for the mobile media. We are constantly developing new features and on this page you can get an idea about our current platform.

The MORE platform is targeted to mobile operators and mobile marketing service providers to monetize various mobile media channels.

MORE’s platform’s ad serving unit encompasses the mobile advertising value chain from defining the advertising space inventory, through delivering the ads, to generating the detailed reports. MORE’s platform enables selling advertisement across all mobile channels i.e. mobile web, messaging services and downloadable applications.

MORE ad server has an easy-to-use intuitive user interface for the ad sales and trafficking team, which can be a publishers’ own one or which can belong to an external agency.

The interface gives a holistic overview of the whole inventory, which can be based on diverse media titles

Targeting

MORE’s mobile ad serving can be targeted based on mobile device manufacturer, device type, operator, country and any profile information a publisher is able to provide in conjunction with the ad request to the ad server.

Ad response management

Ad response management is part of MORE’s platform, which includes the necessary tools to implement SMS/MMS response management applications and mobile landing pages.

Customer data

The customer data and behavior of the responses can be stored in the platform to be provided for advertisers or to be used in the profiling of the subscriber.

Typically the customer data that is collected for advertisers is name, address and other contact details like email address. Mobile phone numbers and device details can be captured automatically. The data that can be collected in the ad response process is not limited and can be customized for each campaign with MORE’s platform tools.

The customer behavior in each campaign can be stored in the profile database to enrich the profile database. For instance a response to a sport related campaign can be stored in the profile database to indicate an individual’s interest in sports, etc. In addition customers may be specifically asked for their interests to build a customer interest database.

Reporting

MORE’s platform supports two ways of reporting namely online reporting and offline reporting. Generally, reports generated give a summary of exactly how users interact with different media (e.g. mobile websites) and how campaigns or ad belonging to these media are faring.

Online reporting is provided in MORE’s platform through an online graphical user interface. It gives a cumulative analysis of campaign performance. The reporting is available in two summary views namely advertisers view and publishers view.

Advertisers view provides the following information:

• What campaigns are generating more revenue
• What ad(s) under each campaign are generating more revenue
• What ad format or creative are served often under each ad

Publishers view provides the following information

• What media generates more traffic (i.e. what mobile sites users visit more often)
• What ad slots under each media generates more traffic
• What campaigns under each ad slot belonging to a specific media are getting the most traffic
• What ad(s) under each campaign belonging to a specific ad slot are getting the most traffic

Offline reporting is provided in the MORE platform as an additional enhancement to that of the online reporting. The facility enables the creation of detailed business reports (like ad conversions, handset type distribution, behavioral reports, etc.) as opposed to the cumulative analysis produced in online reporting. This feature is implemented using data produced by MORE’s platform during campaign monitoring.

The offline reporting uses log files generated by the platform to create a reporting database. Hence, multiple detailed reports are available for different requirements. This enhances time series reporting over long periods and large amount of information availability.

Offline reporting also includes sending generated reports as emails to users and reports can be scheduled e.g. advertisers and publishers and other interested stakeholders can receive daily, weekly or monthly reports. The recipients of the reports are specified during report creation from the GUI.

Advertising Use Cases

1. Interactive SMS Advertising

Use case 1: SMS Pull Services

In the case of advertising in SMS pull services MORE’s platform is integrated with the SMSC or SMS gateway.

When a user, for example, makes a request to a horoscope service with a mobile originated text message the message gets to SMSC or SMS gateway first. The SMSC or SMS gateway then passes the message to the horoscope service which in turn returns horoscope content. In addition to this the SMSC or SMS gateway requests for an ad from MORE’s platform. The user will receive both the horoscope content and an ad. The ad may be added to the end of the horoscope content or sent out as a separate message.

MORE’s platform can be used to manage multiple simultaneous highly targeted campaigns from multiple advertisers. User’s profile or demographic data and any service data, e.g. service name (in this case ‘horoscope’) can be used in ad targeting.

Adverts may also ask users to send an SMS response that may be tracked in MORE’s platform to provide statistics both about ad impressions and ad conversions.

In Finland MORE has implemented a successful SMS based ad subsidized directory lookup service that allows people e.g. to find the details of an unknown phone number with SMS.

Use case 2: Person to Person SMS Messages

Person to person SMS messaging can also involve advertising. For example, when user A sends a message to user B then the messaging infrastructure of an operator may use MORE’s APIs to request for an ad from MORE’s platform and send it to user A in addition to delivering the user A originated message to user B.

Again, there may be multiple campaigns from multiple advertisers and sophisticated targeting e.g. on the basis of users’ demographics data.

2. Interactive USSD Advertising

For USSD services MORE’s platform can be integrated with the USSD center or USSD gateway.

When a user e.g. requests for a prepaid account balance with a USSD command the command gets first to USSD center or USSD gateway. The USSD center or USSD gateway passes the service request to the account balance service that returns the balance. In addition to this, the USSD center or gateway requests for an ad from MORE’s platform. The user will receive both the account balance and an appropriate ad. In this case it is likely that the ad is merged with the balance information.

As in interactive SMS advertising MORE’s platform can be used to manage multiple simultaneous highly targeted campaigns from multiple advertisers. User’s profile data and any service data can be used in ad targeting.

The users of the MORE platform can run and schedule reports to be send automatically e.g. to certain advertisers about the success of their campaigns.

3. Permission based database SMS and MMS Advertising

For permission based database advertising MORE’s platform is integrated with an operator’s CRM and SMSC and MMSC or with the SMS or MMS gateway of an operator. MORE has integrated its platform with many operators CRMs and messaging centers. The integration with messaging centers has taken place over for example SMPP, UCP, CIMD, MM7 and other standard protocols. MORE’s platform may have multiple active connections to messaging centers at any point of time.

Permission based database push advertising is based on demographics data of the operator’s CRM. MORE’s tools allow campaign managers to review the permission database and create target groups that specify highly targeted recipient groups, e.g. females in a certain geographical area. The tool also enables the campaign manager to review the cost of the campaign and adjust the target group size according to the available budget.

Adverts may also ask recipients to respond. These responses can be stored to the profile database of MORE’s platform for future use and statistical purposes.

4. Mobile Web Advertising

Mobile site owners need to use one of the alternative integration methods to integrate their sites with MORE’s platform. When users access sites that have been integrated with MORE’s platform they will see ads on the pages. The ads may be banners, text ads or combo (combination of text and banner) ads as specified by the Mobile Marketing Association (MMA) standards.

Whenever a site that is integrated with MORE’s platform gets a page request the site will request for an ad from the ad platform. The site needs to pass certain details about the requestor to MORE’s platform (e.g. handset type) so that proper targeting can be made. MORE’s platform will return ad details to the site that in turn returns the requested page including ads (ad URLs) to the user.

Ads are adapted to different types of handsets so that they will be as appealing as possible. User demographics data may be used in targeting if there is a way to get user identification data while they are browsing.

MORE’s platform can be integrated with multiple sites and used to manage multiple mobile Web campaigns from multiple advertisers. Both CPC and CPM based billing can be used.

As in the previous cases, the advertising platform provides statistics both for advertisers and publishers.

5. Ring Back Tone Advertising

In the case MORE’s platform would be used in ring back tone advertising, MORE’s platform needs to be integrated with a ring back tone platform. MORE’s platform provides alternative APIs that are used e.g. for Mobile Web advertising and interactive SMS advertising. The same APIs can be used with ring back advertising with the exception that ad content (sound files) needs to be locally present in the ring back tone platform due to performance reasons.

When a user places a call where a ring back tone is played by the ring back tone platform the platform makes a request to MORE’s platform to find a suitable campaign and ad. MORE’s platform will return the campaign details together with a reference to an ad sound file local to the ring back tone platform. The ring back tone platform will play the sound file to the user.

The Ring back tone platform may report the duration of listening back to MORE’s platform that in turn can use the information in reporting.

At any point of time there may be many active adverts and campaigns managed through one user interface.

6. IVR Advertising

For IVR Advertising the use case is very similar to Ring Back Tone. The IVR platform would use MORE’s API to request an ad and with sound files stored locally for performances reasons. It is worth nothing that MORE has delivered many campaigns using IVR in the Nordic region.