Capitol Broadcasting Company?s News Over Wireless has selected mOcean Mobile to power local advertising, improving News Over Wireless? ability to serve locally sold mobile advertising across its network of 140 television stations.

The mOcean Mobile platform will help the News Over Wireless network monetize its mobile sites with locally targeted mobile advertisements, including rich media and video. News Over Wireless has integrated the mOcean Mobile platform with its content management system.

?News Over Wireless supports mobile solutions for over 140 TV stations across the country, including ad-supported iPhone apps and mobile Web sites,? said Sam Matheny, general manager of News Over Wireless, Raleigh, NC. ?In 2009, News Over Wireless grew its list of partners and cultivated long-term partnerships, so even more TV stations ? 29 more ? were monetizing their mobile content with advertising.

?Working closely with the stations on mobile advertising efforts resulted in local ad sales skyrocketing by nearly 4000 percent over the previous year,? he said. ?The company required a reliable platform that made trafficking these ads more accurate, rapidly and easily.?

News Over Wireless (NOW) is part of CBC New Media Group LLC, a division of Capitol Broadcasting Co., and provides advertising-supported mobile Web sites, subscription-based premium applications, video channels and iPhone applications.

MOcean Mobile is an  independent mobile advertising platform and a wholly owned subsidiary of New York-based mobile ad network Mojiva.

Understanding mobile
Local advertising is being served across NOW?s  mobile Web sites and iPhone applications and will be added to its future platforms currently under development.

NOW is using mOcean Mobile?s MAST for Publishers, an ad-serving, yield-management and reporting service for owners of mobile content.

MAST lets publishers sell their own advertising, manage third-party sellers or both, helping to generate maximum ad revenue.

MOcean will be serving local ads that have been sold by NOW?s partner TV stations. The ads are from a wide variety of categories and brands such as automotive with Eastern Shore Toyota, legal with Glen Lerner & Associates, restaurants with Panera Bread and entertainment with the New Mexico Lottery.

News Over Wireless' network of partners includes ABC, CBS, FOX and NBC affiliates, as well as independent TV stations across the country.

The stations are selling their own inventory to local advertisers, while NOW provides national ads through its direct efforts and other ad networks.

In all cases, Mr. Matheny said the stations require family-friendly mobile ads that their viewers can feel good about and trust. 

News Over Wireless works with its partner stations to help them leverage the power of mobile and extend local relationships.

?We help them to understand the mobile opportunity and extend it to their advertisers,? Mr. Matheny said. ?First and foremost, we believe in the local advertiser.? 

Targeting locally
Mr. Matheny said local television news is the No. 1 source for news in the United States.

The mobile Web sites of NOW?s partner stations reach a strong subset of their viewers, per Mr. Matheny.

?Our users are educated, adult professionals seeking local news, weather, traffic and sports information,? Mr. Matheny said. ?They are high-value users that are visiting trusted news providers for reliable information. 

?MOcean Mobile has a very intuitive platform, enabling NOW to traffic locally-sold mobile banner ads for all partners efficiently,? he said. ?The creation of mobile landing pages is simpler and more customizable.

?Also, mOcean Mobile offered a platform that would integrate with our content management system, ultimately providing our partner TV stations with improved access to data and reports.?