IAB creates council for mobile advertising in games
GoMo News
“The Internet Advertising Bureau has announced that it is setting up a mobile advertising body just for games. The IAB will create the Game Advertising Council with mobile gaming industry partners. The Council will be looking at standards and research.”
Collaboration to Provide Enhanced Targeting Advertising Capabilities for Customers
Ringleader Digital, a technology provider for targeted, trackable advertising campaigns, today announced a collaboration with Useful Networks™ to co-develop a solution to offer wireless location services to customers. The relationship will enable Ringleader to provide geo-targeting and location-based multicarrier targeting capabilities via Useful Networks’ PlaceWhere™ Platform which reduces costs, time to market and complexity in launching location-aware products. Their platform serves as a secure location clearinghouse for applications and application providers who want access to carrier-agnostic location based services. In addition, PlaceWhere provides a simple suite of APIs to access mapping and geo-services which complement the core location services.
“We are constantly exploring new opportunities to provide premier services for our customers,” said Bob Walczak, CEO of Ringleader Digital. “The Useful Networks alliance will allow us to offer location-based services for our customers to directly connect with consumers in a non-invasive manner. We welcome the opportunity to embark on this program with Useful Networks, which has a significant presence in the mobile advertising world.”
A major obstacle the mobile advertising industry has experienced over the last several years has been the ability to provide relevant advertising to consumers. Useful Networks’ PlaceWhere location clearinghouse dramatically increases advertising relevancy by adding location context to a variety of mobile marketing campaigns while enforcing the principles of informed consent and user control to ensure the consumer is in control of how and when their location information is accessed. The entire process is managed by Useful Networks per the CTIA’s best practices, carrier guidelines and consumer regulations.
Ringleader exclusively licenses its RLD platform and solutions to publishers, ad networks, agencies, brands and analytics companies as either a bundled solution or on an à-la-carte basis. The platform is an established technology of scalable, licensable solutions that allows customers to identify, track and target mobile and new media users in real time. Every component of the RLD platform works with existing systems used for ad serving. As a result, mobile and new media users can do everything that is being done in the online world, without costly software investments or interoperability issues.
“The opportunity for advertisers to target consumers on a more personal level via geo-targeting capabilities provides them with the ability to offer more effective advertising,” said Brian Levin, CEO of Useful Networks. “By collaborating with Ringleader Digital, we are effectively combining our technologies and services efforts to provide our customers with the capabilities to implement mobile campaigns not only quickly, but effectively.”
About Ringleader Digital
Since it was founded in 2005, Ringleader Digital has focused on being the world’s premier ad serving solution provider, delivering the online equivalent of ad serving technology and functionality to the mobile and new media markets. Today, Ringleader Digital provides technology to leverage rich user data for targeted, trackable advertising and real-time visibility into online campaign performance. Ringleader has developed the RLD platform which consists of scalable, licensable solutions that allow publishers, agencies and analytics companies to identify, track and target mobile and new media users – in real time. Every component works together and integrates with the ad serving systems already in use providing RLD Platform users with the ability to utilize everything that can be done in the online world in mobile and new media. Ringleader exclusively licenses the RLD platform and its solutions to customers as either a bundled solution or on an à-la-carte basis. Ringleader is based in New York City. For more information please visit www.ringleaderdigital.com.
About Useful Networks
Useful Networks is a Denver-based company that delivers innovative mobile location technology products to end users via the Internet and mobile carriers. Founded in July 2006, Useful Networks powers cross-carrier location aggregation for both carriers and content providers. Their PlaceWhere platform helps reduce costs, time to market and complexity in launching location aware products. Useful Networks is a privately held subsidiary of Liberty Media. Liberty Media Corporation owns interests in a broad range of electronic retailing, media, communications and entertainment businesses. Useful networks and PlaceWhere are trademarks of Useful Networks, Inc. For more information, please see http://www.useful-networks.com.
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The New York Times Has 60 Million Mobile Views Per Month…2 Million iPhone Apps Downloaded
By Andy Plesser
Beet.TV
Consumption of news on mobile devices is on the rise. At The New York Times, there were 60 million mobile views in April, nearly double the number from April 2008.
Unilever to Test Mobile Coupons
By Andrew Lavallee
Wall Street Journal
“Seeking to marry a ubiquitous device with a time-tested marketing technique in a sour economy, Unilever plans to begin a trial run Sunday of a new technology that lets consumers redeem digital coupons by having a supermarket cashier scan their cellphones.”
Burger King, Subaru trial location-based mobile advertising
By Dan Butcher
Mobile Marketer
“Burger King and Subaru recently ran trial campaigns in cooperation with a tier-one U.S. carrier to let consumers find the nearest quick-serve restaurant or car dealership by clicking on a mobile banner ad.”
MMA names Board of Directors, discusses priorities
By Dan Butcher
Mobile Marketer
The Mobile Marketing Association has announced its 2009 North American Board of Directors, with a noticeable increase in the representation of mobile advertising specialists.
The MMA Board of Directors will provide leadership and strategic guidance for the association and its continued growth and support of its members. Some of the key focus areas for the Board this year will be on accelerating the growth the mobile marketing and advertising through major initiatives on the protection of consumer privacy and mobile measurement and metrics.”
The British are Coming… to Mobile Marketing!
Mobile Marketing Watch
“Remarkable but true, the growth of mobile marketing in Africa and Asia have outpaced the growth (and, mostly, acceptance) of mobile marketing in the United Kingdom.
But according to a recent report from the European Interactive Advertising Association, an accelerating number of UK marketers are now ‘including the mobile platform in their advertising initiatives.’”
Mobile ad search revenues to reach $2.3B by 2013: Kelsey
By Dan Butcher
Mobile Marketer
“BIA’s The Kelsey Group forecasts that U.S. mobile search advertising revenues will grow from $39 million in 2008 to $2.3 billion by 2013, a compound annual growth rate of 125 percent.”
Integrating mobile into traditional media is essential: Mobile Marketer/DMA panel
By Dan Butcher
Mobile Marketer
“Integrating mobile into traditional media campaigns is essential for marketers, whether they use banner ads, mobile Web sites, SMS, search, applications or coupons.
Such was the consensus of a panel at the Direct Marketing Association’s Mobile Marketing for Agencies and Media Buyers event. Panelists discussed what they deemed to be the essentials of mobile marketing strategy.”
Smart Phone Users Take Ad Action
By Steve McClellan
AdWeek
“More than a third of high-use smart phone users (defined as those who download mobile content from the Web at least once at day or close to it) are taking action on mobile advertisements, according to the results of a new research study on smart phone usage patterns.”
