British mobile search provider launches advertising platform

By Giselle Tsirulnik

February 25, 2008

The liquid Ad Server serves sponsored text links and display advertising banners into mobile Yellow Pages

British local mobile search provider mobilePeople has introduced a mobile advertising platform for directory publishers to reach their target audience while on-the-go.

The Advertising Suite service offers publishers contextually and geographically relevant advertising opportunities. The suite consists of the liquid Ad Server, the liquid Adsite Builder and liquid SMS Links. The liquid advertising suite is integrated with mobilePeople's Mobile Search Platform, launched in 12 markets worldwide.

"We have developed and tested local mobile advertising products that are highly relevant to local advertisers and directory publishers and based on our experience with both users and advertisers the solution is ready for global rollout," said Jens Andersen, cofounder and CEO of mobilePeople, in a statement.

MobilePeople offers the liquid Ad Server to serve sponsored text links and display advertising banners into mobile Yellow Pages and third-party mobile portals. Through this Web-based interface, an advertising campaign manager can create mobile campaigns and receive detailed reporting and tracking.

The liquid Adsite Builder enables directory publishers and directory assistance providers to create specific mobile advertising sites for their advertisers. Examples include competitions or discount vouchers.

Jens Andersen is cofounder and CEO of mobilePeople

Advertisements can be targeted to users based on time, keyword, category or location. The mobile user's behavior also impacts the ads that appear during their user session.

Any mobile pages created using the Adsite Builder integrates mobilePeople's technology including automatic handset recognition to provide proper formatting of content, rich media delivery and detailed reporting.

The Ad Server provides the capability to deliver targeted mobile ad campaigns for directory publishers, the company claims.

"This is ... for active local advertisers who are looking to complement traditional listings which are based on yearly subscriptions with additional flexible campaigns," the company said in the statement.

"The Adsite Builder means the tools for rich and specific mobile adsite creation are available. SMS links is tailor-made for directory assistance to add value to SMS messages using text or map links."