LOCATION-BASED WIRELESS ADS A STEP CLOSER TO REALITY

By: Karl Greenberg

Agreement Signed Between AdForce, Mediaplex





by Karl Greenberg



(Adweek IQ) Under a new agreement., San Francisco-based Mediaplex
will incorporate the digital advertising management and delivery
application of CMGI Inc’s AdForce LLC into its wireless advertising
service.



Cupertino, Calif.-based AdForce, an online provider of ad management
and delivery services, in turn, will offer Mediaplex’s MOJO real-time
messaging to its customer base.



The deal reflects Mediaplex’s Real-Time Wireless initiative and
AdForce’s EveryWhere initiative to extend ad delivery to all digital
devices.



Ashu Goel, a Mediaplex vice president, explained that MOJO (mobile
Java object) allows advertisers to deliver customized messages to
consumers, based on an advertiser’s database.



‘Mediaplex is in the business of message management,’ he said. ‘Even
on the Internet, once you identify your customer, customizing your
message boosts effectiveness, but in wireless, because of the small
space available, customization and relevance are crucial.’



The system extracts back-end data, enterprise, customer profile
information that advertisers have in their supply chain, Goel said,
adding, ‘When we get a request for a message from AdForce, we check
an advertiser’s inventory – available tickets from tickets.com, for
instance – and customize the inventory available to a customer’s
location, interest, and time frame.’



Part of Mediplex’s ability to customize messages on wireless devices
will depend on France-based Alcatel, a wireless content carrier,
whose INsight product, reveals a customer’s location to an advertising
network. Tim DePriest, AdForce vice president, says that Alcatel’s location-based technology can be integrated with ad delivery.



‘Wireless messages have to be highly targeted and relevant,’ DePriest
said. ‘If you think about someone like New York Giants trying to push
out 10,000 remaining seats via mobile marketing, the combination of
Alcatel’s ability to locate a customer, AdForce’s ad delivery and
management, and MediaPlex’s ability to deliver time-relevant and
customized messages based on the Giant’s inventory, it becomes very
powerful.’



He pointed out that, since advertising on mobile devices can be far
more intrusive than Web ads, messages must be applicable and time
sensitive. Noting projections that mobile Internet access will surpass
desk-top computer Internet access by 2004, Goel said the three-sided
agreement will allow the companies to provide clients early entry into
the wireless market by letting them deliver text messages relevant to
time, location and a consumer’s interests.



‘Obviously, as more advertisers and publishers participate, both
carriers and subscribers benefit immensely because the advertiser
serves as a source of funding for everything from stock quotes to
restaurant directories,’ Goel said.









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