Rating: the focus is on the ad-inventory
Mobixell has launched an new ad delivery engine which it touts can smartly inject and enhance mobile ad inventory.
How?
Basically the advertising engine is interactive. This means that it can chose the media for the advertising allowing operators or media companies to inject cross channel media campaigns. This means that inventory can be taken from all media services from SMS to MMS to online.
More over, the ads can be pushed to WAP, on –off portal, gaming or the idle screen.
This makes it slightly more adaptable than the average solution that pushes adverts in search only or display adverts off deck only. This solution is for the whole of the portal.
It sounds innovative, but in reality this is the aim of every ad network out there at the moment. Focusing on a single channel such as TV mobile ads or in-game adverts is a half-cut business model.
From the press release:
Avichai Levy, Senior VP Marketing of Mobixell comments, “Mobixell’s hundreds of installations of mobile multimedia solutions and intimate knowledge of the mobile user experience requirements enabled it to provide the optimal solutions for mobile operators. We provide them with an in-network ad delivery platform with proven multimedia capabilities, together with ad serving solutions supporting cross channel campaign management. The Operators currently hold all the trump cards – they own the relationships and the infrastructure – but they also have more to lose if they get it wrong. We can help them harness the power and individual nature of the mobile device in a variety of ways by using, ad-funded content, viral marketing and cross-channel, interactive campaigns to engage, entertain and builds the user’s active participation.”
Avichai Levy used to be the CEO of mobile search company Targetize. I am meeting him at Mobile World Congress and will report back some more.
