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BizReport : Mobile Marketing : April 22, 2010

Two platforms offer mobile ad options

This may not be the Year of Mobile, but don't tell mobile marketing platforms. This week two new platforms roll out, both said to give mobile marketers better access to engaged and in-market consumers.

by Kristina Knight

This first is a new performance marketing network, called OfferMobi. The network focuses on connecting marketers with consumers through mobile calls. According to the company most mobile consumers engage with or respond to mobile ads by placing a call or sending a text rather than simply clicking on an advertisement. OfferMobi partnered with RingRevenue to create the platform.

Marketers can assign a unique 800 tracking number to a mobile publisher. That way they can track which publishing sites are pushing the highest quality of calls from engaged consumers. Campaigns can be app-based, SMS based, through mobile search or via mobile network inventory.

"OfferMobi is entering the mobile market at just the right time," said Jason Spievak, RingRevenue CEO. "With mobile advertising and pay-per-call, consumers can connect directly with merchants in a single click. Consumers want human interaction. If you aren't giving it to them you are losing them."

The second is an addition to mobile ad network JumpTap. The platform allows mobile consumers to choose the types of ads they prefer. The platform is expected to fully launch in the summer of 2010. In a nutshell, consumers will be able to choose ads based on their interest level. This should help brands and marketers better connect with mobile consumers.

"[JumpTap enables] publishers, advertisers and developers to engage with consumers in the most effective, efficient, and transparent manner," said Dan Olschwang, JumpTap CEO. "Now we are taking the next step in the natural evolution of mobile - by providing consumers the ability to not just opt out of the system, but to explicitly tell brands what they want and when they want it."

Twenty-five segments will be included in the launch from personal interests to demographically targeted ads.

Tags: JumpTap, mobile campaign, mobile display ads, mobile marketing, OfferMobi, pay per call

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