adhoc mobile Launches Targeted and Comprehensive Ad Placement Solution for Mobile Marketing; Intelligent, Relevancy Driven Placement and Ability to Interact With Any and All Mobile Offerings Set Platform Apart from Others in Space.

LOS ANGELES -- Pay-Per-Click Removes Risk

Advertising has evolved with technology. A company called adhoc mobile has advanced the evolution of mobile marketing with the launch of an ad delivery platform that will allow for targeted messaging to be featured in an unobtrusive manner on virtually any type of mobile offering.

Messages related to products have been presented to the consumer through every medium, with presentation and targeting changing with the times. A sponsored radio show became a 30-second spot on a primetime show favored by a particular demographic. An ad in the Sunday sports section became an online message prompted by a consumer's search for a particular keyword. The keyword philosophy, along with a pay-per-click model, led to online advertising's explosion and is the model that adhoc has adopted to do the same in the mobile space.

Unlike others offering mobile ad delivery, adhoc is "non-denominational" as they deliver in any type of mobile content structure, including mobile games, mobile search, applications, websites, text messages and more.

"As we monitored the mobile marketing space, we reached the conclusion that agencies and brands were being limited by technology," said adhoc mobile President Jason McDowall. "There have been opportunities to place messages on particular types of applications or sites, but nothing that covers every type of mobile offering and combines it with relevancy. We are implementing the most flexible and most relevant opportunity in mobile for advertisers to reach key demographics and content publishers to generate revenue."

While online pay-per-click models are based on keyword searches, adhoc's mobile solution is driven by information. Ads are matched by a combination of information analysis, first based on the demographic parameters detailing target markets for the brand, and then in conjunction with the information shared by the content publisher and the application at runtime. This includes the expected usage of the content, by age groups, gender, custom filtering, application/game genres, the user's location, and supported client technology.

Consumers will be exposed to messages relevant to their interests through this backend targeting, resulting in a strong click through rate to brand partners. While the messages will be focused on areas of anticipated user interests, it is the users' option to view or ignore the message. Should they click through, brand partners have an opportunity to extend and personalize the relationship through text messaging, e-mail, click-to-call and more.

The company has already secured participation from a wide range of content partners, including mobile browsers, games, community and news applications, MVNO's and more. There is significant upside for content partners as they share in revenue generated by user clicks. This additional revenue source can allow for free or discounted content offerings which will drive user adoption.

adhoc is launching a pilot program which includes several strong examples of relevancy targeting. Drinktini, a new mobile offering from eMbience, is a robust application that gives access to a massive collection of cocktail recipes on mobile phones including regional and international recipes, with the added value of bar and cab finders.

"We are excited about our ability to provide content-sensitive ads for a variety of brands combined with adhoc's targeted ad delivery system in this launch," said Praful Shrivastava, eMbience Senior Executive Vice President.

Marketing solutions provider Sharpleft, one of Promo Magazine's Top 100 agencies and the creator of the acclaimed Royal Crown Royal Television (http://www.crownroyal.com/tv) is set to participate in the pilot program and enthusiastic about not only the mobile space, but adhoc's ability to serve ad and marketing programs to a targeted audience.

"The Drinktini offering is perfect for a client like Diageo, who has a deep liquor brand inventory and could place Smirnoff, Crown Royal, Tanqueray and others in a space that has an audience already interested in the category," said Sharpleft CEO Doug Langway. "The relevancy targeting and breadth of content makes the adhoc delivery platform a marketing tool that can be applied to most categories. Another key is the pay-per-click model, so though the mobile medium is fairly new, there isn't really risk."

Suzuki Motorcars is another brand which is making the adhoc platform a key element of their marketing program, and along with other brands will be able to reach the young adult buying population targeted by adhoc pilot partners such as mFoundry and their college news mobile application.

"The interest from both content providers and brand marketers has been substantial," said McDowall. "Because our technology seamlessly integrates with all types of mobile content offerings, we have the ability and potential to reach superior numbers and more accurately target delivery of messages to a particular, qualified audience."

Other participating content publishers cover a wide range of topics and offer broad demographic exposure for brands. Included is work with Teleplus Group, an MVNO focused on international travelers and in language concierge services. The goal is to develop a data package for their users based on an advertiser supported reward system. To develop this portal solution, adhoc mobile is working with Opera, the leading mobile browser provider, to create the Teleplus branded browser as the advertising integrated window into their services. Development of portals can provide a huge boost for very detailed targeting of advertisements.

In addition to developing programs for specific brand partners, adhoc is exploring strategic relationships. "Our technology offering is a natural fit for companies that have developed successful ad programs in the mobile and online space."