Idle screen media company Celltick has released results from the first implementation of the new Response-based Segmentation (RBS) feature for its LiveScreen Media platform. The segmentation process tracks user interaction with content displayed on the idle screen and automatically creates a profile which allows Celltick to target users according to their areas of interest and demographic characteristics.
In a deployment with a Brazilian operator, Celltick says the results demonstrate a 60% increase in the number of users responding to teasers on the idle screen, and an 80% increase in the overall number of clicks per day since the service enhancement was introduced.
The LiveScreen Media platform is designed to provide mobile operators, content providers and advertisers with a mobile marketing media channel that employs sophisticated segmentation capabilities to maximize response rates, customer retention and enhanced revenue opportunities.
Celltick says that user profiling through RBS compliments LiveScreen Medias existing segmentation capabilities, which include location based broadcasting, handset segmentation and time-sensitive campaigns. Specifically, RBS enables operators to analyse their subscribers behaviour, understand their needs and interests and by doing so, target them with personalised mobile content. By identifying the type of content subscribers are most likely to respond to, as well as what they would like to be able to do through their mobile device, says Celltick, RBS can increase the success rate of each message and ultimately raise the operators Average Revenue Per User (ARPU).
In mobile marketing, it is crucial for operators to differentiate their services for advertisers, content providers and subscribers alike, says Celltick CEO, Stephen Dunford. RBS can provide improved performance and enhanced revenues as well as help increase customer retention by providing the content subscribers really want, rather than generic messages.