[April 05, 2007]

24/7 Real Media Announces Mobile Advertising Solution

By Susan J. Campbell

TMCnet Contributing Editor

Open AdStream Mobile Edition has been unveiled by 24/7 Real Media, Inc. This global digital marketing company is offering this solution to add mobile ad serving capabilities to what is positioned as the industry’s most advanced and comprehensive ad management platform.

Open AdStream enables marketers and mobile content providers to seamlessly integrate mobile ads into their broader digital marketing campaigns. The new solution is designed to provide enhanced delivery and reporting tools that target users and streamline ad operations across online and mobile channels.

"24/7 Real Media has been serving mobile ads via its Open AdStream platform since 1999, which gives us a tremendous amount of insight into the evolving needs of mobile marketers," said Ali C. Mirian, Product Manager, Publisher Solutions, 24/7 Real Media, Inc, in a Thursday statement.

"This has enabled us to build features and capabilities into our industry-leading ad management platform that proprietary mobile ad servers cannot match. With Open AdStream Mobile Edition, 24/7 Real Media is giving marketers true multi-channel campaign management, with one reliable, flexible and scalable platform."

Open AdStream Mobile Edition builds on the successful Open AdStream ad management platform, positioned as the only platform to offer integrated Web site analytics, behavioral targeting, and ad serving. Open AdStream is also compatible with major mobile ad protocols.

As a result, content providers can quickly and easily add mobile ads to their marketing mix. 24/7 Real Media has also outlined an aggressive development path for the product that includes additional targeting parameters and advanced, integrated analytics.

24/7 Real Media has already helped to implement the mobile ad solutions with several customers, including companies in the financial services and telecommunications industries.

For publishers expanding into mobile content, Open AdStream ME can help to generate incremental advertising revenue while providing advertisers with the ability to execute campaigns across the Internet and mobile devices. The solution eliminates the need to purchase, install, learn and maintain a stand-alone technology for mobile ads.

A new study on mobile marketing and advertising completed by eMarketer (News - Alert), U.S. mobile ad spending will grow to $4.8 billion in 2011 from $421 million in 2006, or to 12 percent from 2.6 percent of overall U.S. ad dollars. This

is a result of a high rate of click-through and conversions in the mobile space.

"Mobile devices have become essential tools for accessing and exchanging information," said Oleg Vishnepolsky, Chief Technology Officer, 24/7 Real Media, in Thursday’s statement. "Marketers and content providers are rushing to understand this new medium in order to deliver relevant advertising messages.

“We've seen drastic shifts in consumer behavior before; from network TV to Cable, print to online, and now online to mobile. Our job as a technology company is to stay ahead of these changes, allowing marketers to better understand and reach today's mobile audience across all channels and devices," Vishnepolsky added.

In order to ensure that their advertising message reaches their intended audience – their current and prospective customers – organizations must ensure that the message is delivered in the media that is most commonly used by their target market. 24/7 Real Media understands the role that mobile devices play in our everyday lives and the advertising opportunities that these devices present.

It is also essential that these companies are proactive in their efforts to stay ahead of trends, making the role of a company like 24/7 Real Media that much more important to strategic initiatives. Competition is fierce in the just about every industry, not to mention our already ad-saturated society. Grabbing the consumers’ attention will be a challenge, keeping it long enough to generate a sale is an even bigger obstacle, but the ultimate goal.

Want to learn more about mobile solutions? Then be sure to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP Communications industry. The library offers white papers, case studies and other documents which are free to registered users. The papers are authored by industry leaders, who, in turn, receive qualified sales leads from interested parties. Check here for the latest in CRM information.

Susan J. Campbell is a contributing editor for TMC (News - Alert) and has also written for eastbiz.com. To see more of her articles, please visit Susan J. Campbell’s columnist page.

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