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Contextual Mobile advertising – NeuStar uses innerActive ads in IM application

by: Bena Roberts Friday, February 8th, 2008

Rating: pop-up ads in IM - sounds awful

By Bena Roberts

This is something I am going to have to try and test next week – its difficult to judge something that you haven’t seen.

But, NeuStar has been testing IM advertising and pop-up banners in IM via a “presence-enabled Ad Buddies”.

From the press release

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.”