Medio Systems launches mobile ad network

A new mobile advertising network launches today from Medio, a company already invested in mobile search.

by Kristina Knight

The Medio MobileNow Ad Network follows users' search behavior and click-through history to better target ads. The system also uses geographic targeting and simple demographic information to ensure relevant ads are sent to mobile customers. The ads are auctioned and advertisers pay only when users click through on the ad message.

“The key to effective pay-per-click mobile advertising will be the speed with which users find relevant results and associated advertising. The Medio MobileNow Ad Network meets both criteria, at significant scale,” said Mike McSherry, Senior Vice President of Emerging Technologies for Amp'd Mobile in a prepared statement. “On the mobile phone, relevant advertising is considered content and we are excited to be the first operator to launch this partnership with Medio.”

The offering will include direst-response ads, targeted ads for content providers, branding within the search context and pay per call options for local advertisers.

Mobile marketing is expected to surge over the next four years, reaching $4.8 billion by 2011 in the United States. That is about 12% of the entire U.S. advertising spend. In 2006, mobile marketers spent roughly $426 million.