-- The unique offering helps establish Pinsight Media+ as a preferred solution provider for both the buy and sell sides
MOUNTAIN VIEW, Calif., Oct. 14, 2013 /PRNewswire/ -- Based on its recent analysis of the mobile advertising market, Frost & Sullivan recognizes Sprint's Pinsight Media+™ with the 2013 North American Frost & Sullivan Product Leadership Award for its mobile advertising service.
The U.S. mobile advertising market faces multiple challenges, including market fragmentation with an abundance of proprietary solutions, the unclear role of mobile operators in the market, and issues in balancing ad targeting with consumer privacy. The market demands that participants enhance automation in targeted campaign creation, execution and management; build the ability to support different types of performance metrics across both owned and third-party ad inventory; maintain a price premium for mobile advertising; and develop effective multi-screen and cross-device targeting capabilities.
"Advertisers and agencies want effective, scalable, and easy-to-use multi-channel mobile advertising solutions that deliver the right ad to the right user at the right location, and hence validate the potential of mobile advertising," said Frost & Sullivan Principal Analyst Vikrant Gandhi. "In this respect, Pinsight Media+ offers sophisticated targeting, unique placement opportunities, and insightful analytics."
Essentially, Pinsight Media+ helps deliver personal and more relevant mobile ads to opt-in Sprint subscribers, making it a compelling proposition for brands, agencies, and content publishers to work with Pinsight Media+ for their mobile advertising requirements. These unique features also leave the competition far behind as their post-paid-only approach, relatively closed implementations, and focus on a limited set of advertising opportunities (such as offline media measurement through mobile) limit adoption.
Sprint is at the forefront of operator-supported mobile advertising initiatives in the United States. The company analyzes the mobile usage, generalized location, and consumer information of its subscriber base to form highly accurate profiles that are kept anonymous. Its advertising partners can use these to deliver relevant ads to consumers who have opted in to Sprint's Mobile Advertising Program as opposed to delivering generic or random ads that most consumers receive on their mobile phones today.
Significantly, Sprint subscribers have to opt-in to—as opposed to opting out of—receive targeted ads, and no consumer information is used without their approval. Other advanced features of Sprint's program include TRUSTe certification for privacy controls, support for prepaid as well as post-paid user base, multi-channel mobile advertising, and increasing support for connected tablets.
Sprint has also formed a mobile advertising alliance with Telefonica to allow global brands to reach 370 million mobile subscribers across Europe, the United States, and Latin America with targeted advertising. The company's recently announced partnership with Time Inc. will further help improve the mobile advertising experience for consumers, customers, and partners. Sprint has also acquired mobile software development and distribution firm Handmark, Inc., incorporating it into the Pinsight Media+ organization to improve its mobile advertising offerings.
Overall, Sprint has invested in the right assets and has successfully integrated the core building blocks in a seamless manner to deliver a comprehensive mobile advertising offering.
"Sprint's unique ability to work directly with the buy as well as the sell side has been instrumental in the success of Pinsight Media+," observed Gandhi. "While competitors struggle to attract Tier I advertisers, many third-party publishers have designated Sprint as the sole solution provider for their mobile advertising requirements, which indicates a high level of trust in Sprint's mobile advertising capabilities and the Pinsight Media+ initiative."
Sprint's roadmap for mobile advertising includes extending advertising capabilities to other connected display devices, providing enhanced support for integrated cross-screen advertising campaigns, and increased participation in programmatic mobile advertising. As a result, the company is poised for greater success. In recognition, Frost & Sullivan is please to present the Pinsight Media+ mobile offering with the 2013 North American Product Leadership Award. Each year, Frost & Sullivan presents this award to the company that has demonstrated innovation in product features and functionality that provides enhanced quality and higher value to customers. The award recognizes the rapid acceptance such innovation finds in the marketplace.
Frost & Sullivan Best Practices Awards recognize companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research in order to identify best practices in the industry.
