In-game mobile ads trial in UK

After months of preparation we finally launch our first in-game mobile ads campaign trial in UK, with the world leading digital content distributor, Jamster. The new innovative ad-funded entertainment channel offers British mobile users the opportunity to download free mobile games, like Supermoto Extreme, 2007 World Soccer, Arcade SideGole, Solitair and Cubes.

The users are exposing to truly non-intrusive ads, which are sponsored by top international brands such as: adidas, Calvin Klein, Domino's Pizza, Fox, SPIDER-MAN™ 3, Paramount Pictures, What's on TV, Pick Me Up, NME.COM, and eBay. The in-game ads are targeted and segmented in real time according to users' behavior and responses, generating valuable incentives like wallpapers & movies trailers, and several prizes such as portable media players or pizza vouchers.

We think that innerActive solution provides Jamster flexible capabilities for dynamically delivering in-content and contextual multimedia advertisement, and are creating an enriched user experience for cellphone subscribers in UK. And we support our partner view that, “in game advertising is a good way to address “first time users” of mobile games.”

Mobile brand ad spending is starting to rise

Global brand are starting to shift more money to mobile advertising, according to a new eMarketer research. Global budget devoted to mobile brand advertising is going to rise to $277 million in 2007 from $123 million in 2006 and will rise to $3.5 billion in 2011.

The research, Mobile Brand Advertising, conclude that as better infrastructure is constructed and more inventory gradually become available, brand marketers are beginning to experiment with the mobile medium. But convincing advertisers to invest larger budgets will require fundamental rethinking by both mobile operators and marketing service providers.

“Many of the pieces are in place for mobile brand advertising to start scaling up,” said John du Pre Gauntt, eMarketer senior analyst. "Most importantly, there are mobile-centric tribes of users in both advanced and developing economies. The mobile screen is increasingly the first place to reach them."


The eMarketer forecast is support by a new survey of 50 global brand-name companies, commissioned by Airwide. The survey found that more brands are looking to spend a greater proportion of their marketing budget on mobile campaigns in the near future with 71% of brands projecting to spend up to 10% of their budget on mobile marketing within two years' time.

Growth in the sophistication of mobile marketing campaigns was reflected in the number of brands considering implementing both SMS and MMS mobile marketing in the next 12 months, which doubled to 28% since a similar survey in 2006.