‘Orange Mobile Targeting Monitor’ launches in Europe, a new intelligent campaign-planning tool for advertisers, exclusively from Orange

Orange today announces the Orange Mobile Targeting Monitor (OMTM), a new campaign-planning tool for the advertising industry in Europe. Available today, exclusively from the Orange Advertising Network, the market-first OMTM is powered by the latest consumer mobile media insights from Orange Mobile Exposure 2010, an independent study conducted by TNS. The new tool is designed to help brands better understand and target mobile media users in today’s complex market, creating campaigns that combine the right mix of mobile and other formats.

Mobile media includes listening to radio, watching TV, downloading video, reading emails and maps or browsing. This appetite for mobile entertainment and information creates enormous opportunities for advertisers but equally, enormous challenges given the numerous ways they can reach mobile users such as SMS short codes, sponsored links or content, location-based services and interactive opt-in offers that reward customers. Helping to address some of these challenges, Orange Mobile Exposure has revealed some of the following:

• More than three out of four mobile media users in Europe think it is important that the sites they access on their mobile are brands they know and trust
• In the UK, mobile media use encourages people to watch more television (14 per cent) and surf more on the Internet (25 per cent) – showing synergies for brand communication across multiple platforms
• 38 per cent of frequent mobile media users* have noticed brand advertising when browsing the mobile web (France 49 per cent). Among those, over a third has clicked at least once (Poland 60 per cent)
• Coupons and alerts for promotions are the most popular advertising formats in Europe

Paul Francois Fournier, Executive Vice President, Online and Advertising Business, Orange says: “At Orange we are continually finding new ways to link brands, advertisers and their audiences in the best way, whilst delivering a great customer experience. By working together with our advertising clients and giving them an unequalled level of mobile intelligence, Orange can help brands use the right kind of media and more effectively target audiences in a way that also brings benefits to mobile consumers.”

Orange Mobile Exposure 2010 annually benchmarks consumer mobile media trends and generates intelligent data for the benefit of advertisers. For the first time, Exposure has been simultaneously conducted across four key markets, including UK, France, Spain and Poland – enabling Orange to use the Mobile Targeting Monitor to make direct cross-market comparisons for multi-market campaigns. For example, when looking at mobile media users interested in cars, sponsored videos with a brief message are preferred by French and Spanish (25 per cent in both countries). In the UK, they prefer ticket or reservation offers (36 per cent) or a text message including a link to the car brand’s website (31 per cent).

To deliver even more in-depth value for different brands, the research includes user data across a range of different sectors including automotive, fashion, beauty, electronics, computers, gaming, mobile and Internet, food and beverages, travel and leisure and insurance. By simply contacting the Orange Advertising Network (Unanimis in the UK) and submitting a brief, advertisers can receive a bespoke analysis and campaign insights based on their specified audience and sector. Using the Mobile Targeting Monitor, Orange can outline the potential and appeal of an audience for a particular brand – together with how they use mobile media, purchasing and social behaviour, preferred mobile media formats and m-commerce opportunities.

For example, beauty brands can build campaigns based on how females in different countries engage with mobile media. UK mobile media users interested in beauty products are over 50 per cent more likely to use a short code to receive info on a product or a picture or video message on their phone. For a similar audience in France, the stand-out ad format is sponsored pages via a browser (25 per cent), in Spain, it is short text messages with a link to the brand’s mobile site (28 per cent) and in Poland, it is banner ads when browsing the web on mobile (17 per cent).

Jon Mew, Head of Mobile at the Internet Advertising Bureau (IAB) says: “As advertisers increasingly use mobile one of the main challenges they face is knowing what the medium offers. Orange's Mobile Targeting Monitor will help advertisers understand the technology available, how it is consumed and how it can best work for them.”

With digital audiences across five continents and 60 countries, including over 320 million online, 30 million mobile internet and over 750,000 IPTV customers in Europe, the Orange Advertising Network is a leading media and digital advertising provider, uniquely addressing challenges across multiple screens. This includes a range of innovative, opt-in mobile marketing offers across a number of markets, such as Orange Shots in the UK.

Paul Francois concludes: “Combined with our deep customer knowledge, expertise in mobile and our experience as both a publisher and a leading advertising network – we believe Orange has created an invaluable service that can help advertisers best use mobile in their advertising media mix and let
brands target relevant audiences that use or make purchases via mobile. For Orange, this truly demonstrates how our local customer understanding can create global value for advertisers”

*Mobile media users connecting to the internet at least once a month

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About Orange Exposure 2010

Fieldwork conducted by TNS, on behalf of Orange. Research conducted in UK, France, Spain and Poland. Calibration phase consisted of 2000 face-to-face interviews nationally representative in each country. Main research conducted online with:

• UK: 1,000 mobile media users and 450 iPhone users
• France:1,000 mobile media users and 450 iPhone users
• Spain: 1,000 mobile media users and 450 iPhone users Poland:1,000 smartphone users

For more information on Orange Exposure 2010 and the Orange Mobile Targeting Monitor:

UK: exposure2010.orangeadvertisingnetwork.co.uk/

France: http://orangeadvertisingnetwork.fr/studies/exposure

Spain: www.exposure2010.orangeadvertisingnetwork.es

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About Orange

Orange is the flagship brand of France Telecom, a leading global telecommunications operator. It has over 131 million internet, TV and mobile customers in the majority of countries in which the Group is present. In 2009, the Group’s turnover was 44.8 billion euros (22.1 billion euros in the first half of 2010) across all its activities. At 30 June 2010, the Group had 182 million customers in 32 countries, including 123.1 million mobile customers and 13.2 million ADSL customers worldwide. Orange is the third-largest mobile operator and the third-largest ADSL internet access provider in Europe, and one of the world leaders in telecommunications services to multinational companies via its Orange Business Services brand.

With “Conquest 2015”, Orange is simultaneously addressing its employees and customers, and the broader society in which the company is evolving as it engages in positive action plans. These affect Group employees through its new vision of Human Resources; the networks, with the deployment of infrastructures for the future in which the Group will build its growth; customers, with the aim of offering the best experience of all operators, specifically through improvement of quality of service; and accelerated international development.
France Telecom (NYSE:FTE) is listed on Euronext Paris (compartment A) and the New York Stock Exchange.

For more information: www.orange.com, www.orange-business.com, www.orange-innovation.tv
Orange and any other Orange product or service names included in this material are trade marks of Orange Personal Communications Services Limited, Orange France or France Telecom.