Unicast, AdMob ally for richer WAP experiences
February 27, 2008
Unicast's Rich Media Mobile technology is a delivery and tracking software designed for optimized rich mobile Web page content
Unicast has moved into the mobile advertising space through a partnership with mobile ad network AdMob, roping in clients such as Land Rover, S.C. Johnson and Adidas.
These marketers rely on the partnership between Unicast and AdMob for help with rich multi-page mobile Web sites featuring data capture, video streaming, interactive store locators and wallpaper and ring-tone download capabilities.
“We have talked to AdMob regarding possible relationships in the past and building out AdMob by creating richer landing pages,” said Jason McKay, president of Unicast, New York.
“They have a great pub mobile network and we are here to create a richer experience in the mini-sites they send traffic to,” he said. “More importantly, we are able to report on the metrics.”
Unicast is a unit of Enliven Marketing Technologies Corp., an Internet marketing and online advertising services firm. Unicast is Enliven’s Internet marketing and advertising technology group.
Jason McKay is president of Unicast
Unicast's business intelligence reporting tracks user interactions on mobile sites and gives marketers insight into user behavior and brand engagement. Unicast's Rich Media Mobile technology is a delivery and tracking software designed for optimized rich mobile Web page content.
“For AdMob the benefit is we bring the ability to create a rich WAP environment,” Mr. McKay said. “We fill a niche for them. For us, we’ve been trying to get into mobile for a while now and this is a great way to just jump right into it.”
The technology will help advertisers provide a richer experience for audiences that are both media and mobile-savvy, Unicast said. The campaigns can be tracked with real-time reporting and the metrics can be tied to the reporting interface for rich media online and in-game ad performance metrics.
Unicast's Rich Media Mobile technology detects the type of media compatible with the user’s mobile and offer the advertiser's content in that format. It is compatible with devices from carriers such as AT&T, Sprint, T-Mobile and Verizon Wireless.
“I think it’s a good thing for both advertisers and publishers,” Mr. McKay said. “Advertisers are getting their brand in front of users in a creative way and can portray the brand and message in an appropriate manner.
“As for the publisher, the partnership will help them drive additional advertising revenue,” he said. “A great WAP environment makes people more prone to click.”