mobilePeople, the local mobile search provider, has introduced its liquid Advertising Suite, which it says further strengthens its proposition for directory publishers. The solution is designed to improve monetisation opportunities through the presentation of contextually and geographically relevant mobile advertising to mobile users.
The liquid Advertising Suite consists of the liquid Ad Server, the liquid Adsite Builder and liquid SMS Links. The liquid Advertising Suite is integrated with the mobilePeople liquid Mobile Search Platform, which is available in 12 markets worldwide. With Jupiter predicting that mobile search advertising will grow from $1.4 billion (700 million) in 2006 to $2.9 billion by 2011, mobilePeople says the opportunity for directory publishers to monetise their mobile offer is huge
mobilePeople says the solution provides directory publishers and advertisers with unparalleled opportunities for monetisation by enabling them to integrate a complete set of mobile-specific advertising formats into the mobile offering. These take the form of priority products, sponsored links, banner and map advertisements, mobile adsites and click-to-call reporting. In addition, the company says, these products allow for flexible business models, as directory publishers and directory assistance providers can sell using either fixed or performance-based pricing models.
The Ad Server provides the capability to deliver targeted mobile ad campaigns for directory publishers. The Adsite Builder consists of tools for rich mobile website creation. SMS links is designed for directory assistance, to add value to SMS messages using text or map links.
Ads can be targeted to users based on time, keyword, category or location. The mobile users behaviour also impacts the ads that appear during their user session. The intelligent design of the Ad Suite enables provision of relevant advertising to users and, says mobilePeople, provides ontology-based upsell opportunities for directory publishers. For example, if a mobile user is searching for a car showroom in his vicinity, the user can also be provided with car insurance results and local garages.
We have developed and tested local mobile advertising products that are highly relevant to local advertisers and directory publishers and based on our experience with both users and advertisers the solution is ready for global rollout, says mobilePeople CEO and Co-founder, Jens Andersen.