Bytemobile Launches Off-portal Ad-serving Tool

David Murphy

Bytemobile, which provides mobile Internet solutions for network operators, has announced the general availability of its Unison Advertising Module (UAM), which enables operators to serve targeted ads in off-portal web pages on virtually all mobile devices. As a result, says Bytemobile, carriers can quickly create new ad revenue streams to complement data revenues and subsidize the cost of data delivery.
UAM is part of the latest release of Bytemobiles Unison Multi-Service Platform. It is fully integrated with Unison Web Fidelity Service (WFS), which provides intelligent content adaptation for open Internet browsing on mass-market handsets, feature phones and Smartphones. Inserting ads via the Web Fidelity Module, operators can monetize subscribers off-portal experience, in addition to on-portal traffic, and potentially generate a multiple of their data revenues through a new ad inventory channel.
The first release of UAM includes an in-network ad server for insertion of targeted ads in the header and footer of content-adapted web pages; clickthrough to content-adapted PC websites, obviating the need for advertisers to invest in the development of mobile landing pages or websites; and optional integration with media sales engines or third-party ad networks that currently serve on-portal advertising
In an increasingly competitive environment, where mobile convergence is changing the landscape, we are helping our customers to drive data plan adoption, deliver new and richer data services, and now sell advertising on the open web, says Bytemobile Vice President of Marketing and Business Development, Adrian Hall. Mobile ads are proving highly effective for several reasons: the one-to-one personalization of the mobile device, its proximity to the point of sale, the value of subscriber data in ad targeting, and consumer receptivity to advertising in exchange for content. This is clearly the direction of the mobile Internet.
Bytemobile notes that according to ABI Research released in April, total spending by mobile advertisers worldwide will grow from approximately $3 billion (1.47 billion) in 2007 to $19 billion in 2011. A November 2006 research study sponsored by Amobee Media Systems found that mobile consumers chose ad-sponsored over pay-for-download video by a factor of 50 to 1, and that mobile ad revenues could total up to four times the equivalent download value. In another study conducted by Harris Interactive and Enpocket in October 2006, 78% of respondents claimed that they would accept mobile Internet advertising if it were targeted and relevant to their interests.
UAM utilizes Bytemobiles Unison Optimization Services Node (OSN) Monaco Edition to capture and analyze subscriber data. Advertisers will be able to use this data to improve their ad performance through advanced targeting based on behaviour, demographics and location. They will also be able to give consumers an actionable post-click experience, connecting them to the point of sale, whether thats a website or a phone number.
The Unison open architecture accelerates carriers time to market for new data, web and multimedia applications by consolidating interoperable Internet Protocol (IP) services on a single node in the core data path of the network. In addition to UAM and WFS, IP services available on the Unison platform include the Media Fidelity Service for PC-quality Internet video play on virtually all mobile devices; the ACCESS Mobile Content Filtering Service for parental controls on access to web content; a WAP Gateway Service for enhanced access to branded portal content on low-end handsets; and third-party solutions for the deployment and delivery of mobile data services.
The foundation of all Unison IP services is OSN Monaco Edition. This in-network server speeds data traffic between the mobile device and the Internet for a superior user experience, and reduces data volumes for increased network capacity and lower total cost of ownership.