Mobile content provider Myxer marked a mobile milestone with over 5 million users and 12 million mobile downloads per month.

The company is adding an average of 800,000 new users to the site each month.

"As Myxer's consumer audience base grows, so does the mobile reach for those companies partnering with Myxer to advertise, whether it's a full-blown integrated campaign or an individual ad," said Myk Willis, founder and chief technology officer of Myxer, Deerfield Beach, FL.

Myxer has just expanded its global reach with a new office in Britain and a new Web site, specifically for the British market.

The company's millions of users are mostly teenagers and college students who actively download millions of pieces of mobile content each month, at a rate of roughly 5 downloads per second.

"Myxer's growth benefits all of the companies involved in the [mobile] channel," Mr. Willis said. "For mobile consumers it continues to mean access to the largest catalog of great, free mobile content. For operators it means greater ARPU through an increased number of data plan sales.

"For content providers it means increased exposure for their content and access to a huge audience of mobile consumers, as well as opportunities for reaching their current fans, constituencies or target customers with customized content."

There are currently over 300,000 ringtones, wallpapers and videos available for free on the ad-supported Myxer site, from over 13,000 content providers.

Content providers include an increasing number of bands who are using vanity codes to promote their music, as well as providers of comedy, sports and political content.

"Myxer is capable of targeting by the type of content," Mr. Willis said. "So in other words if an advertiser wanted to attach itself to audiences who like country music or a particular country music artist, that can be done."

"Myxer can target by consumer preferences," he said. "So if we know a consumer likes country music they could receive those ads. And, we can do geo-targeting by ZIP code or phone number to tie to a particular regional campaign an advertiser is running."

Additionally Myxer offers full integrated ad campaigns. This could include a campaign that ties the online ads, with mobile ads, with customized mobile content. For example, the company ran a campaign with Adidas that ties the mobile ads and mobile content directly together.

"We are going to continue to keep a primary focus on making sure our customers are happy," Mr. Willis said. "We think if you focus on this the rest follows.

"We're additionally going to continue to expand our content offerings, our technology advancements and our geographic reach," he said.