NeuStar has announced that it will be showcasing personalised and contextual mobile advertising embedded in its Instant Messaging (IM) solution. NeuStar's demonstration at GSMA Mobile World Congress 2008 shows innerActive Smart Media's ad-funded mobile entertainment channel embedded inside NeuStar's leading mobile IM application as part of its Interaction Framework (iFTM).
The solution will enable operators and brands to deliver "experience-based" and interactive advertising through a range of models, including toaster pop-up banners, product placement, and branded information services called "presence-enabled Ad Buddies" through the operator's mobile IM service.
Mobile IM is the platform to deliver all types of interactive content (video, text, music and gaming), and is a natural environment for direct, non-intrusive, and rich mobile advertising. It provides control and choice to the mobile user – and operators and brands can now deliver a more personal and intuitive advertising experience.
Allen Scott, general manager at NeuStar Next Generation Messaging (NGM), said: "NeuStar understands mobile, and has created a solution which will revolutionise advertising. The mobile is part of someone's personal space, and is completely different from the PC and the Internet. Mobile IM will provide premium real estate for advertisers to target ‘mobile eyeballs' and for brands to create communities of consumers interested in specific products or services."
Scott continued: "Advertising over mobile IM provides new revenue streams and is creating new partnerships between operators, advertising agencies, brands, publishers, and third party developers to deliver an on-demand, interactive, and rich mobile advertising experience. NeuStar's third party developer program, called the Innovation Zone, is driving innovation over mobile IM – and innerActive is helping operators to capitalise on the new opportunities mobile IM brings."
Offer Yehudai, innerActive's co-CEO, said: "We are very excited to enable this new advertising capability with the leader in mobile IM and Presence services. Operators will benefit from attractive advertising pricing schemes, and users will benefit from the option of communicating for free or at discounted rates. innerActive provides operators access to its global Ad Network, and is also able to integrate with online advertising systems."
Developers can build new or add value to existing services and capabilities in the knowledge that their service will be integrated into a framework that can be accessed by more than 300 million mobile users worldwide through NeuStar's existing mobile IM solutions that are currently live.
Working with more than 31 leading operators worldwide – including Vodafone, 3, Orange, Telecom Italia, Turkcell, and Beeline – NeuStar has the most field-proven launches of a range of mobile IM services. Building on its success and experience in the market since 1999, NeuStar has developed its pioneering services, working with operators and their users through focus groups, user forums, and research campaigns to provide a compelling service to meet all operators' demands and service models.