Quattro Wireless Announces Results of Mobile Ad Network Study Encompassing North American Premier Publisher, Advertiser Audienc

NEW YORK--(BUSINESS WIRE)--Quattro Wireless (www.quattrowireless.com)
announced today the results of a first-of-its-kind study tracking
audience interaction across the entire mobile web ecosystem on the 100+
premier mobile websites for which the company has built, hosted and
served advertising for, as well as post-click behavior on over two dozen
national, branded campaigns sold, built and served by Quattro. The study
leverages Quattro’s unique vantage point to
detail premier Publisher audience browsing patterns and post-click
interaction levels with display advertising. Quattro Wireless is placing
these findings in an industry whitepaper published today, on the company’s
newly renovated corporate web site at www.quattrowireless.com.

“Unlike the majority of mobile web studies
published to date that pull data from long-tail, mobile-focused
Publishers and direct response Advertisers, the North American-focused
Quattro study captures activity from Publishers that are leaders in
their respective wired Internet categories and national, display
campaigns from top Advertisers,” said Andrew
Miller, CEO of Quattro Wireless. “The study
demonstrates the viability of the mobile Internet as a strong platform
for premium content and premier brands to reach a highly interactive
audience throughout the day.”

One of the more significant findings of the study involved usage
behaviors, showing that mobile usage is an “all
day” pattern and that time spent per session,
page views per session and visits per month on a mobile website are
roughly equivalent to session length, page views and monthly visits on
the corresponding wired (on-line) websites. The usage pattern findings
demonstrate that properly mobilized websites with premium, dynamic
content that update in real-time, are just as effective as a wired site
in engaging viewers and growing a mobile following.

Additional findings include:

• Smartphones account for 60 percent of premium site traffic --
  With premium sites come premium handsets. Top smartphones in the
  Quattro Ad Network include handsets from the Blackberry family at 48
  percent of all smartphone traffic, while the iPhone represents over 18
  percent of US smartphone traffic. These findings mapped against the
  demographic breakdown of the sites strongly indicate that the
  smartphone is no longer the domain of the business traveler or power
  user. The big screen and keyboard device demand in the North American
  market is significant as it crosses most demographics, incomes and
  geographies. Big screens and keyboards in this market lead to strong
  interaction and engagement with mobile content and advertising.
• Post-click page views on the Quattro Network average three pages
  per ad microsite visit – Post-click page
  view numbers on the Quattro Network reinforce the premise that a
  properly mobilized Publisher site with premium content will create an
  engaged, lean-forward audience ready to explore a well-crafted,
  interactive mobile advertising message. Post-click page views ranged
  from 2 to 5 with movie related advertising microsites seeing the
  highest page views.

About the Mobile Web Study

This study represents a premier Publisher audience comprised of 100
percent off-deck traffic. No social networks, gaming or mobile content
offerings were included in this study. The study documents findings on
the Quattro Mobile Ad Network from January 1, 2008 through April 30,
2008.

The Quattro Mobile Ad Network is comprised of over 100 premier North
American Publishers, whose on-line (or wired companion sites) comprise
approximately 17 percent of all U.S. Internet traffic. These Publishers
represent leaders in their respective Internet categories, including:
NFL.com, CBSNews.com, TMZ, Univision, NBA.com and others.

In addition to mobilization and hosting services, Quattro provides ad
sales and ad serving for all of the Publisher partners. Over the term of
this study, Quattro has sold and served ads across these sites for major
national brands including the P&G family of products, Sony Pictures Home
Entertainment, Toyota and American Express. In all cases, Quattro has
worked with the brand and agency to develop, host and serve the actual
ad unit and accompanying landing pages.

About Quattro Wireless

Quattro Wireless is North America’s best
performing mobile advertising network, specializing in taking wired
assets to the wireless world. With the industry’s
only pre- and post-click technology platform, Quattro provides category
leading Publishers and premium branded advertisers with a turnkey
solution to extend their Internet offering to the mobile web. Publishers
leverage Quattro’s proprietary mobilization
technology and interactive feature set to launch dynamic, ad supported
mobile web versions of their wired web sites. Advertisers partner with
Quattro to design, develop and serve targeted and interactive campaigns
to the highly engaged Quattro Network audience. Quattro Wireless was
founded in 2006 by proven mobile pioneers and is headquartered in
Waltham, Mass. For more information, please visit http://www.quattrowireless.com.