Medio MobileNow new Mobile Performance Ad Network from Medio Systems
Rating: have JumpTap and Medio swapped places?
Medio Systems is going head first into mobile advertising, pushing relevance via pay per click ads and a brand new MobileNow Ad network. It’s playing catch-up with JumpTap through mobile advertising, but now is firing with both guns loaded.
The new Ad Network works both and off-portal and will be in place with T-Mobile USA, TELUS Mobility and Amp’d Mobile. Adverts will be priced and served by auction and payments are made when consumers click on messages.
From the press release:
The Medio MobileNow Ad Network includes features to meet the marketing objectives of a variety of mobile advertisers:
•classic direct-response ads with ‘respond now’ objectives, such as buying flowers via a phone call;
•targeted sales for mobile content providers, including downloadable content like ringtones, games and wallpaper;
•relevant traffic for independent mobile sites;
•branding within a search context, such as advertising a new movie when someone searches for a film star’s wallpaper;
•driving Pay Per Call for local advertisers.
Together with Ingenio, Inc., Medio also announced today a partnership tofeature Ingenio Pay Per Call listings within the Medio MobileNow Ad Network, which will enable both national and local marketers to run effective mobile campaigns and only pay when a consumer initiates a call to the advertised business from their mobile phone.
What we think
A few weeks ago I met Dan Olschwang CEO of rival JumpTap. We spent nearly an hour discussing data mining and the nitty gritty of mobile search back-end technology. I was amazed. All this time I hadn’t thought that JumpTap wasn’t as serious about the technology as Medio, but suddenly there is a role reversal. Medio is now pushing forward with an Ad campaign and JumpTap has just filed for 30 patents.
The companies are at different stages of their lives, although they both launched in 2004.
MobileNow from Medio is standard mobile advertising offer. From the new web site the offers look the same as from adMob, Third Screen, JumpTap and Nokia. Differentiation seems difficult in the narrow space of mobile advertising.
But should it be? With Medio’s mobile search history it’s almost a shame that the new MobileNow web site mimics existing services. Indeed, it’s difficult to re-position a whole market – even a very young one. Something is missing.
Medio is pushing relevance and targeting as its core competencies, but are there any other ways this can be re-channeled to mobile advertisers and publishers? Or perhaps more importantly, other ways it could be used and requested by consumers.
For example, the only time that mobile marketing or advertising is used, in general, is when mobile search queries don’t answer the question to the user’s satisfaction. Is it possible to ignore the keyword and to push adverts to consumers that fuel ‘an experience’ rather than a search environment? Again, for example, as part of a community mobile portal is the pay per click model relevant? Perhaps try this, explore or discover model that leads users to an end product might be the more intelligent approach?
This theory is explored in The Mobile Search Analyst and The Mobile Advertising and Marketing Analyst.
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