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PhoneSpots Redefines Local Search and Advertising on Mobile Phones
New Company Enables Directory Assistance Operators, Yellow Pages Providers to Deliver Local Search Results, Targeted Advertising to Mobile Phones
Today at ad:tech, PhoneSpots, a provider of next-generation mobile phone advertising, announced the company´s public launch and the immediate availability of its mobile advertising exchange. The exchange enables directory assistance operators and online yellow pages providers to deliver enhanced listing information, category search results, and highly targeted advertising in text or multimedia messages sent to mobile phones. The company also announced that it has signed AT&T´s YELLOWPAGES.COM as its first U.S. customer, teaming with YELLOWPAGES.COM on its YP411 (97411) text message SMS local search feature, as well as the "Send to Mobile" feature on the YELLOWPAGES.COM website, www.yellowpages.com.
PhoneSpots also has two European directory assistance customers, is in trials with two others, and has several more trials pending at directory assistance operators and yellow page providers around the world. More information about PhoneSpots and its mobile advertising exchange service may be found at www.phonespots.com.
Powerful and Flexible Mobile Advertising Exchange
Originally developed under the company name PocketThis in 2002, the core of the PhoneSpots´ mobile advertising exchange is powered by its sophisticated "context engine" software, which analyzes the directory assistance listing requested or yellow pages query, to determine the most relevant advertisement and content to deliver along with the local search results. As a result, PhoneSpots is uniquely able to provide advertisers with needs-based targeting at the right time and place.
"PhoneSpots enables advertisers to turn consumers´ local search into local action," said Tom Arthur, chief executive officer, PhoneSpots. "Consumers get a great local search experience, advertisers get highly targeted ad placement at time and place of need, and yellow page and directory assistance providers can offer state-of-the-art search services with competitive business models."
"As consumers turn to the Internet and their mobile devices to find local businesses, YELLOWPAGES.COM is delivering the array of tools to enable buyers to connect with sellers via the method of their choice," said Matt Crowley, chief marketing officer, YELLOWPAGES.COM. "Our arrangement with PhoneSpots allows us to blend YELLOWPAGES.COM´s expertise with theirs, to further extend our solutions to our audience across multiple platforms."
"PhoneSpots has been around since 1999 and accumulated a wealth of experience in delivering local content and search results on mobile devices in the directory assistance market," said Greg Sterling, principal, Sterling Market Intelligence. "The new mobile advertising exchange and accompanying services bring an impressive array of capabilities to the many challenges of delivering relevant local advertising and related content to multiple mobile devices and platforms."
PhoneSpots Service Flexibility
PhoneSpots can deliver advertising spots to mobile phones when a consumer clicks a "Send to Mobile" button on a website, such as http://www.yellowpages.com, calls directory assistance from a mobile phone, or conducts a local search via an SMS text message, similar to YELLOWPAGES.COM´s YP411 service. The advertising spots that the PhoneSpots exchange is able to deliver can take a variety of forms, including enhanced yellow pages listings of merchants whose listings were requested and "call to action" advertising for businesses competitive or complementary to the requested listing, which can be priced at the a publisher´s discretion on a pay-per-click, pay-per-call, CPM impression, or even subscription basis.
PhoneSpots will be demonstrating its mobile advertising exchange in booth #6548 during the ad:tech 2007 conference in San Francisco, CA and at the Pelorus DA & Operator Services Conference in Orlando, FL. 24.04.2007, PhoneSpots
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