Local Solutions Network taps Ringleader for mobile ads

In a bold move for mobile advertising Local Solutions Network has tapped Ringleader, a third-party mobile advertising network, to serve ads exclusively on it's Local Wireless network. Local Wireless is the largest mobile content network in the US, serving more than 50 million impressions per month.

by Kristina Knight

The Local Wireless network offers content from news and sports headlines to weather information over mobile devices. More than 140 affiliates provide the local content. This is an interesting move because, while the mobile category is growing, it is still in the initial phases with a relatively small user group. Because of the growth rate and because which content sites will become hotspots is still in the air, advertising through a network is a smart move for marketers.

“In 2005, the typical mobile purchase was only $5,000 to $10,000 per campaign,” said Mark Pearlstein, Vice President of Business Development at Ringleader. “However, as of last year, it increased from $50,000 to $100,000. Now in 2008, we are seeing mobile click-through rates at two to three percent, and advertisers are taking notice with campaign proposals in the seven figures.”

What is most interesting about the mobile space from a consumer perspective is that consumers have said that they are willing to exchange ads for content. Rather than paying monthly fees, users have said they would rather view ads, making the mobile space a lucrative area for advertisers.