Targetting Mobile Adverts by Gender

Flirtomatic, the UK based web and mobile flirt and dating service has launched gender based mobile advertising, in cooperation with 4th Screen Advertising. They say that this is the first time that a user's WAP experience has been the subject of gender based targeting and greatly increases the efficiency of the mobile surface as a destination for advertising messages.

The gender based targeting is enabled by 4th Screen Advertising's ad-serving platform - Mpression.

The inclusion of gender targeting in combination with existing targeting parameters enabled by the Mpression platform, such as time based, age based, handset based and country based, ensures that mobile advertising campaigns hit a highly segmented audience, delivering extensive cost benefits to brands and advertisers.

Mark Slade, MD, 4th Screen Advertising said: "Gender targeting is a significant piece of the mobile advertising jigsaw and pushes the possibilities of what can be achieved with mobile in to a new, highly targeted, highly personalised experience for WAP users. Over the coming year we will continue to upgrade our ad serving platform Mpression, adding even deeper segmentation features that exploit the unique targeting potential of mobile advertising."

Posted to the site on 6th June 2007