UpSNAP adds Millenial Media to Advertising Partner Program
Rating: upsnapping new media
by Bena Roberts
UpSnap the provider of mobile search for podcasts, streaming and audio has added Millendial Media to its group of advertising partners. It now boasts ten partnerships.
From the press release
“Our advertising partners are central to our strategy and how we deliver value to our customers,” said Tony Philipp, chairman and CEO of UpSNAP. “We are thrilled about having a relationship with Millennial Media, which will help us maximize mobile advertising revenue for our content partners. Working with a network of advertising partners allows UpSNAP to optima
ze advertising impressions based on different mobile channels with SMS, WAP or Audio. Some of our content streams deliver ad rates of $100 CPM [cost per 1,000 ad impressions] and more.”
“We are very excited about our partnership with UpSNAP. The dynamic and diverse entertainment content that they provide to consumers will provide measurable value to our broad base of quality advertising clients,” said Paul Palmieri, CEO of Millennial Media.
What we think?
UpSnap has been an early pioneer of audio and podcast services via the phone. The traditional means of payments was via voice. I can remember a very interesting meeting with Tony Phillip over a year ago at CTIA when I questioned this business model. I think at the time Tony thought I was barking up the wrong tree but, no longer.
At the time advertising was merely a twinkle; but now the only way forward is to generate stronger revenues from advertising and moving forward to rethink the pure “pay per call model”. Free calls will drive uptake of UpSnap’s services and is the focused or targeted podcasts series also sponsored by brands to assist major sports events – could be a winner.
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