Technology companies Oracle, Lat49 and EZTarget Media have launched mobile ad networks, signaling growing outside interest in mobile advertising.

Each network has a specific targeting approach. Oracle is looking at wireless carriers, Lat49 is using location to target consumers and EZTarget Media is targeting the Hispanic market.

?Oracle Communications Marketing and Advertising?s main purpose is to allow mobile operators to have a revenue stream, enabling advertisers to go through the networks to advertise in SMS, MMS or WAP,? said Ken Lee, director of product marketing at Oracle, Redwood Shores, CA.

Oracle
Oracle, a software company, has launched Oracle Communications Marketing and Advertising.

The Oracle platform lets wireless carriers securely execute targeted mobile advertising and marketing campaigns.

Oracle said that historically, the effectiveness of mobile advertising has been hampered by advertisers? inability to deliver targeted offers.

With its new platform, Oracle lets cariers to execute targeted mobile advertising campaigns based on subscribers? demographic, usage and location information.

Lat49
Lat49, a location-based advertising network, said its Location Logic is an ad-serving technology that lets mobile application and Web site developers generate revenue and provide advertisers with a location-based targeting medium to reach consumers.

?Given the inherent location-driven nature of mobile devices, it was only natural that Lat49 would leverage its experience serving location-focused targeted ads to mobile phones,? said Brad Zaytsoff, senior account manager at Lat49, Vancouver, British Columbia. ?Lat49 now has the ability to offer a full digital advertising package for advertisers.

?Whether viewers are online or on their phones, Lat49 can serve them relevant advertiser messages based on their physical location as well as their destinations of interest - all within the context of the site or app they are interacting with,? he said.

Lat49 uses location as well as a consumer?s expressed location of interest, map views, weather lookups, local business searches and local news requests to target the advertisements.

EZTarget Media
EZTarget Media, an advertising network launched by the Hispanic digital media company Terra, is entering mobile just as it marks one year as an online network.

The network currently reaches approximately 10 million unique users per month within the United States alone.

According to research by EZTarget Media, 19 percent of Hispanic mobile subscribers own a smartphone, Hispanic adults are more likely to live in a mobile-only household and 53 percent of Hispanics use mobile broadband.

?We are focusing on off-deck mobile advertising since the user can have a richer mobile Internet experience via smartphones than with other devices and interfaces,? said Alvaro Palacios, regional director of business development at EZTarget Media, Miami, FL. ?It is friendlier and allows for brands to obtain more relevance in their marketing initiatives including reaching new consumers for their products.

?I think that Hispanics form a very premium target for any marketer and they are very active with mobile Internet,? he said. ?From a technological perspective, we?ve gotten to the point where mobile will be more desirable for marketers.?