Bango Regulatory News (BGO)

26 Sep 2006 13:00

Bango today announces Ad-Launchpad, a mobile advertisinginitiative that gives brands and content providers a direct way offinding the right advertising partners and receiving highly targetedresults from their promotional campaigns. adhoc mobile, AdMob,JumpTap, MADS, ScreenTonic and Third Screen Media are alreadysupporting this initiative with further partners to be announced overthe coming weeks. £ $16.7 billion was spent on online advertising in the US alone andrepresents 5% of all advertising spend, according to eMarketer. Withmore consumers accessing the internet from their mobile than a PC,mobile advertising is forecast to become mainstream by 2008(Visiongain). £ Advertising on mobile is much more targeted than on the webbecause handsets are personal and it is possible to identify usersalong with their phones, operators and countries to deliver customizedadvertising. Mobile advertising is also more cost effective as thisidentification helps to eliminate click fraud - one of the mostdamaging aspects of web advertising today. £ "Bango enables content providers to identify and track the trafficgenerated from advertising campaigns so they can better understandwhat works best," said Ray Anderson, Bango CEO and co-founder. "Wehave tools that allow advertising clicks to be verified as originatingfrom real users so non-typical activities such as click fraud areidentified and prevented." £ How Ad-Launchpad Works £ Bango Ad-Launchpad, scheduled to be available in Q4 2006, willmake it easy for content providers to capitalize on the growing use ofthe internet from mobiles. They simply register their services atwww.bango.com, select the advertising sources they want to use,determine the level of investment they want to make and activate theservice. £ With the Ad-Launchpad program, content providers will be able toreinvest revenue from content sales into their advertising programs.Bango will provide the advertising partner with details about thecontent provider enabling them to take the order. £ This latest Bango initiative taps into the appetite for mobileadvertising by leading brands. Mobile is the ideal channel foradvertising because it can deliver more targeted results thantraditional web advertising. The advertisement can be targeted tousers in certain countries and on specific networks, or to particularhandset makes and types. £ Ad-Launchpad Partners: £ Third Screen Media £ "From major advertisers such as American Express, ExxonMobil andLenovo to well known content providers, including USA TODAY, Reutersand The Weather Channel, Third Screen Media has established a dynamicmobile advertising marketplace by successfully delivering hundreds ofhigh profile campaigns for our clients. These companies areaggressively taking advantage of the significant opportunity in WAP,video, downloadable applications and MMS that the mobile platformrepresents. We're thrilled to be a part of Bango's Ad Launch-Padservice, and to be working with one of the leaders in bringing majorbrands' mobile content directly to consumers." Tom Burgess, CEO, ThirdScreen Media £ ScreenTonic £ "As a pioneer of mobile advertising in Europe, we firmly believethat the ability of mobile phones to deliver targeted ads is thefuture of advertising. Bango's Ad-Launchpad is a highly effective tooldesigned to help content providers take full advantage of thisopportunity." Didier Kuhn, ScreenTonic's CEO £ JumpTap £ "As a leader in the development of mobile search and advertisingsolutions, JumpTap offers content providers both performance based andimpression based mobile advertising programs to help content providerspromote their services. We appreciate the effort Bango is making tohelp content providers monetize the mobile channel." Eric McCabe,JumpTap's vice president of marketing £ MADS £ "We support Bango and the Bango content partners 100% in thisinitiative. Mobile advertising is already proving to be verysuccessful in driving mobile traffic and creating awareness andinterest for brands, products and services. More people around theworld have mobile phones than PC's, imagine the possibilities!" AshuMathura, founder and managing director MADS £ AdMob £ "We're very excited that Bango share our vision of the futureimportance of advertising on the mobile web and that the trial we'vealready run was so successful. The beauty of this channel is that a$10 trial proves beyond doubt that it simply works. We look forward toworking with Bango customers to increase their marketingeffectiveness" Russell Buckley, AdMob Managing Director, Europe £ adhoc mobile: £ "Mobile advertising is the ideal driver for mass creation andadoption of mobile content by making it an easy decision for users andprofitable for providers. Bango's Ad-Launchpad initiative coupled withadhoc's highly target-able and flexible CPC solution for reachingacross WAP, games, applications, etc is the ideal vehicle to enableBango's large base of content partners to take advantage of therapidly growing mobile advertising market." Ruby Pan, VP of BusinessDevelopment, adhoc mobile £ Content providers sign up for the Bango Service by registeringon-line at www.bango.com. Bango gives content providers the tools topromote their content, understand their consumers so they can providethe best user experience and maximize their revenues. Bango's globalWAP billing platform collects payments seamlessly within a WAP sessionusing operator billing, premium SMS, credit/debit card or PayPal.Content providers can promote and sell directly to consumers on anyphone network worldwide, getting a better understanding of thoseconsumers at the same time. £ Businesses of all sizes are seizing the opportunity to engagedirectly with their consumers on the mobile internet. These includeglobal brands such as News Corporation, Manchester United FootballClub, Discovery Mobile and MTV, together with smaller, niche contentproviders. £ About Bango £ Bango has developed and deployed a unique open, globalinfrastructure platform that enables content providers to market, selland deliver their products and services directly to mobile phone userson all mobile networks using the mobile Internet. This"direct-to-consumer" approach operates alongside the operator's mobilecontent portals. Leading mobile operators including Cingular Wireless,Vodafone, Orange, Telefonica and O2 work with Bango to accelerate thegrowth of their "direct-to-consumer" business. £ The Bango platform has given phone subscribers around the worldgreater access to third-party content. User in more than 130 countriesand over 250 operators pay for mobile content using Bango. Bango,based in New York and Cambridge (UK), is quoted on the London StockExchange (AIM: BGO). For further information, go to www.bango.com. Copyright Business Wire 2006