Mobile transaction network mBlox has announced the launch of an ad insertion pilot that marks the company’s expansion into the mobile advertising market. mBlox says the pilot will demonstrate the effectiveness of inserting advertisements in the ‘dead space’ of commercial SMS messages. The ads will be used to offset the cost of content for service providers sending an SMS, dramatically reducing the cost of delivering messages. mBlox also anticipates that the service will enable the viability of innovative services, such as specific entertainment, local news and communities’ alerts.
mBlox says the ad insertion pilot leverages its position in the mobile value chain, creating a marketplace connecting content providers and advertisers with a simple, ‘one-stop’ solution that removes the barrier of advertisers and content publishers having to forge multiple relationships across the mobile value chain, including operators and partners. In addition, says mBlox, its extensive client base will enable advertisers to access a wide range of specialist communities with highly targeted advertising, helping them to increase the effectiveness of their campaigns.
Because mBlox does not develop any content itself, it will not compete with its own customers, giving it a ‘vendor-neutral’ position. This will enable mBlox to serve both content publishers and advertising networks equally, complementing its existing business services.
Content providers will review and approve every ad inserted. In addition, each service will still be subject to all of the standard US network operator approval rules and will be vetted by mBlox during the approval process, protecting consumers from the risk of inappropriate or unwanted SMS messages.
The trial will initially have an inventory of 10 million messages per month and will launch with the following advertisers and publishers across the mobile industry:
Advertisers and ad networks:
- MoVoxx: A premium mobile advertising network that leverages SMS messaging.
- Kadoink: A mobile monetization company offering dynamic SMS delivery solutions and a targeted advertising network.
- Networks: Operates an ad-supported directory assistance service, 1-800-FREE411
- Pudding Media: A provider of full-service mobile advertising solutions that enable mobile operators to build and expand their advertising business.
Publishers/content providers:
- Myxer: The ad-supported mobile entertainment site.
- LSN, Inc: A provider of mobile media and marketing solutions for brands, media companies and local advertisers
- dmd:mobile: A provider of mobile advertising solutions to brands, agencies and advertisers.
“Mobile advertising is evolving and beginning to live up to the promise and we believe mBlox can develop and drive this exciting industry forward,” says mBlox Chief Marketing Officer, Steve Livingston. “mBlox’s experience in managing complex and numerous relationships within the mobile industry nsures that we are strategically positioned to provide a simple and effective ad insertion service, benefitting content publishers and advertising networks alike.”
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