Online and mobile social networking site Flirtomatic is expanding its mobile advertising offerings via Mocean Mobile?s ad serving platform that will enable marketers to understand the return on investment for their ad spend, among other things. 

Mocean will provide Flirtomatic with campaign management tools and third-party rich media integration in all markets, enabling to expand its marketing efforts. The arrangement will also let advertisers take advantage of Mocean?s advanced tracking and forecasting tools.

?Flirtomatic serves more than 600 million ads every month, and its implementation of Mocean gives it a lot more targeting options, more advanced mediation, self-service functionalities for their clients, the ability to use custom parameters and, perhaps most importantly, greater flexibility in providing support for existing and new rich media formats that engage audiences with mobile devices,? said Dave Gwozdz, CEO of Mocean Mobile parent company Mojiva.

Flirtomatic was looking for a mobile advertising platform that can support the high frequencies it experiences, especially during peak hours of the day. Flirtomatic serves more than 600 million ads every month over its network, including placements on the mobile Web.

The Mocean platform will provide tools for marketers to create and optimize each ad campaign as well as be able to more precisely define and measure engagement with their target audience from the Flirtomatic user base.

?Using Mocean Mobile?s state of the art conversion tracking, Flirtomatic can now help their advertisers understand the ROI of their ad spend,? Mr. Gwozdz said.

Relevancy supports brand
The complete mobile advertising solution includes advertising options such as user-generated and house ads, premium placements, performance campaigns, mobile specific targeting and gender targeting.

?Brand marketers want and need flexible options for creative display and optimization of each ad campaign,? Mr.Gwozdz said.

Mocean Mobile, New York, helps publishers, developers and app stores customize, serve and measuredisplay ads to all mobile devices. Earlier this month, it partnered with news site MSNBC for ad serving.

Research from mobile measurement firm Ground Truth shows that the number of visitors to mobile dating sites increased by 92 percent from the first week in June last year to the last week of July. Flirtomatic accounted for 65 percent of the audience for mobile dating for the week ended August 8.

Consumers are likely to see more relevant ads as a result of the Mocean arrangement.

For example, a Flirtomatic subscriber getting ready to meet up with friends might be looking for restaurant suggestions or a present idea.

?By delivering these relevant marketing messages, the service?s brand value is maximized with its user base,? Mr. Gwozdz said.

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