Mobixell moves into moble ads
Rating: Claims unique ’self-targetting’
by Tony Dennis
My initial reaction to a requested
meeting with Mobixell was "here’s yet another company claiming
it can do mobile advertising." Until I discovered it was a
company that could number 85 per cent of Tier One European operators
as its customers.
What Mobixell does is build on its existing
software strengths – especially its own database of handset
capabilities.
The result is Ad-It! - a tool which will enable
operators to sell multiple channel access to ad agencies and
publishers. The company also claims to have developed a unique
’self-targeting’ tool.
Mobixell’s existing business is to supply software that sits between standard components on the network - like the MMSC - and the consumer. This ensures that the handset receives videos formatted to its own unique capabilities.
This capability then translates into an ad-serving tool which ensures that quality isn’t compromised when ads are served to a subscriber.
But Mobixell’s knowledge of messaging takes it further than rivals, or so Mobixell’s Avi Levy claimed. It can offer A2P2P. In order words it can track when an ad has been served (A2P) and then forwarded (P2P).
Not only that but its software can then build up multiple ’social networks’ of mobile users.
Mobixell can work out how many extra people will see an advert - for a horror movie, for example, when the ad is served to the prime mover in the group.
As Levy pointed out, this kind of targeted information can help operators sell their ads for more. He reckons it can rise from $5 CPM (cost per mille impressions) to $50.
And I haven’t even got onto Mobixell’s ability to garner location based information for targeted ad campaigns without compromising the subscriber’s security.
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