Mediacells founding director Brad Rees receives prestigious research and development award from Emeritus Professor Sir Robert Winston (right) at the Shakespeare Globe Theatre, South Bank, London

PRESS ANNOUNCEMENT

Mediacells wins 2007 innovations in mobile advertising award from London Development Agency

Innovative market intelligence company scoops award for its excellence in linking mobile phones to consumer profiles

Mediacells, a leading supplier of fact-based market insight for the mobile and media industries, has won a prestigious innovations award from the London Development Agency.

Mediacells’ Brad Rees received the award from Sir Robert Winston at the LDA Awards Ceremony earlier this month for its innovative use of an exclusive annual research and development grant.  Mediacells used the 2007 grant to create a practical methodology for pairing mobile devices with consumer profiles for advertising and commercial purposes. 

The methodology allows Mediacells to accurately predict the probability of ownership of any mobile phone in Europe and the US markets. Once the consumer segment has been identified Mediacells can then work with advertising agencies and their delivery platforms to ensure the target device gets the most appropriate advertising message directed to it.

Managing Director of Mediacells, Brad Rees, explains: “When mobile phones arrive on the market they are usually available on contract only or for a high price on prepay.  As the device gets older, the phones drop in price and become more mass market.  This Mediacells product is now ready to pilot with brands and advertising agencies who want a fast and effective behavioural capability to target specific consumer segments that are accessing mobile websites at certain times of day.”

This information can give media companies and advertising agencies a clearer profile of the type of people accessing mobile web pages, allowing them to ensure that information and advertising is relevant to a particular audience.

Brad Rees continues: “We are delighted to have been recognised in this way by the LDA.  There are more than 65,000 small businesses in the London area, and to be one of only 28 London businesses to receive this accolade is truly special.”

Mediacells was commended by the LDA's director of delivery, Rebecca Shepheard, for what she described as "the first advertising software project that the LDA has funded", which she hopes would go on to nourish the 28 other LDA-sponsored businesses, ranging from online community networks to event management services."

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