Mobile advertising company MoPhap and mobile video enabler Vantrix have announced the launch of what they say is the industrys first dynamic mobile video ad insertion platform. The platform leverages MoPhaps SparkMobile ad serving and campaign management tool, and the Vantrix Ad Booster advertising insertion and optimisation platform.
Through this initiative, the companies say, mobile content providers will be able to insert highly-targeted ads in real time within streaming and downloadable mobile video content, and optimise their delivery based on the capabilities of each users phone. Advertising formats include pre, mid and post-rolls, as well as watermarks and logos.
In order to ensure broad consumer appeal, MoPhap and Vantrix will target wireless users with relevant video ads based on behavioural and psychographic information compiled by MoPhap, complemented with additional device, carrier and network characteristics gathered by Vantrix. The companies say that publishers will be able to manage their ad campaigns and achieve unprecedented levels of flexibility and response rates.
Earlier this year, we partnered with Vantrix to deliver optimised display ads on mobile phones, says MoHap CEO Bob Walczak. The natural next step for us is mobile video advertising. Using MoPhaps proprietary server-side cookie technology, MoPhap can target ads more effectively for its mobile video advertisers both contextually and behaviourally. With Vantrix, we can now stitch ads to video content in real time, which provides enormous value to our content provider and advertiser partners.
Daniel Torras, VP Marketing & Product Strategy at Vantrix, adds:
The global mobile advertising market will grow ten-fold in the next four years to exceed $10 billion (4.83 billion), fuelled by the ubiquity of cell phones and the ability to deliver highly personalised advertising messages. By replicating the ad-supported content distribution models that consumers are already familiar with on TV and online, mobile operators and media brands will maximize the reach of their mobile video offerings and the revenue opportunity. We already work with many of the leading carriers and content providers to video-enable their mobile Internet sites. Our partnership with MoPhap enhances our service offering by providing an additional tool to them to monetize these sites, and marks an important milestone in the mobile market.