innerActive migrates tech to IM
Rating: ads to fund free mobile IM service
by Tony Dennis
Crickey. Another day and another
company claiming it’s got the best ad serving technology for the
mobile sector. Fortunately, innerActive’s demo was very impressive.
What the company’s two founders Offer
Yehudai and co-CEO, Ziv Elul, were itching to tell me is that they’ve
broken out of just offering in-game ad serving.
Their technology
has been ported over to another field – IM [Instant Messaging].
We’re going to have to wait for MWC in Barcelona for the provider’s
name. But a Redmond or Newbury based company is probably in the frame.
Why move the tech to IM? Well,
presumably the big name IM provider who is innerActive’s customer
hasn’t been too successful in getting mobile subscribers to pay for
access to the IM service. Particularly when it is free on the Web.
But if ads can be subtly built into IM
messages, then that could bring in additional revenues. Making it
simple to swap over to a business model where IM messages are
actually served to mobile subscribers for free.
Now back to games. It’s not the first
time GoMo News has reported on how innerActive’s technology can embed
ads into mobile games, but the demonstration given by InnerActive’s
Offer Yehudai was genuinely impressive.
It was a soccer game
(naturally) but int this case innerActive has managed to brand the
goal as well as the pitch side banners. Very clever and discrete.
Unlike pre-roll and post-roll adverts.
I particularly liked the pair’s
anecdote of the young Israeli woman who played a game 380 times in a
Cellcom trial to ensure she had the highest score and therefore won a
Samsung handset as the first prize. There’s dedication for you.
I
must admit that there was a great deal of similarity between what
innerActive is offering and what Mobixell showed me yesterday. The
only comment Ziv was prepared to make on the subject is that
innerActive had shown its technology to Mobixell.
I think it’s
called the Redmond gambit.
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