U.S. Cellular Jumps on JumpTap for Mobile Search and Advertising
JumpTap is to provide mobile search and advertising solutions for mobile operator U.S. Cellular.
The deal is for on and off deck content. This means that JumpTap will integrate its white label mobile search solution and inject advertisements.
From the press release
“Using JumpTap’s made-for-mobile solutions, our customers will find what they’re looking for quickly and easily,” said Alan D. Ferber, vice president of sales operations and chief marketing officer for U.S. Cellular. “This partnership helps us build the best mobile Web experience in the industry.”
“This agreement further substantiates the growing momentum amongst operators around the world to choose white label solutions that preserve their brand relationship with their subscribers,” commented Dan Olschwang, president and CEO of JumpTap. “Our solutions leverage network data for more effective advertising and guarantee the operator’s position in the mobile advertising value chain.”
What we think?
The line that stands out most in the press release is this one “Additionally, local and national content publishers and advertisers will be able bid on search queries to further hone their target market for each specific ad campaign.”
It seems as though – JumpTap will further provide U.S. Cellular with its own ad network – for content providers specifically targeting it. It is not clear if this will be integrated in the JumpTap ad solution or if this will be managed by the mobile operator – where it wins and sets its own ad rates (see Adify Networks as an example).
But this is another good move for JumpTap and winning in the vital for direct competition with bullish (yet sluggish) branded players.
I just wrote a report on White Label Search report for a Mobile Operator in South Africa and I noticed again the differences that all white label mobile search providers were oozing at the moment. But its time I tested the JumpTap mobile advertising solution again - watch out on www.mobileseonews.com
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