JumpTap to deliver ads for Fox Mobile Entertainment Network

By Giselle Abramovich

April 1, 2008

Foxy deal

Mobile search and advertising provider JumpTap signed an agreement to deliver and represent advertising inventory for Fox Mobile Entertainment’s new Fox Mobile Entertainment Network.

The mobile network brings popular content from various television channels including Fox, FX, Speed, National Geographic Channel and Fox Reality Channel to one mobile Web location at FoxMobile.com.

“Fox’s strategy is to figure out how to monetize mobile inventory, while at the same time providing a positive user experience,” said Paran Johar, chief marketing officer of JumpTap. “For us this partnership really reinforces our value.”

The Fox Mobile Entertainment Network offers entertainment programming such as "The Simpsons," "24," "Family Guy," "Nip/Tuck," "NASCAR" and "Dog Whisperer."

The network’s range of offerings in conjunction with JumpTap’s ability to deliver mobile ads based on a user's behavior is designed to give advertisers new ways of targeting.

“Advertisers get a very focussed and easy way to reach target audience,” Mr. Johar said. “Right now we are mostly focused on the standard text, banner and sponsorship advertising opportunities. Eventually we will move onto ads embedded into videos and mobile games.”

JumpTap offers custom landing pages and microsites, sponsorship opportunities for banner ads, SMS campaigns and text ads.

“When you think of content in the old-school days you think of Fox and NBC,” Mr. Johar said. “Now the two biggest and oldest content providers are working with JumpTap.”