Industry Collaborates on Mobile Advertising Campaign to Increase Awareness of American Red Cross Text Message Relief Campaign
NEW YORK CITY – -Mobile advertising industry leaders have joined forces to help the relief efforts for those impacted by the earthquake in Haiti in the largest mobile fund-raising effort. AdMob, Eyeblaster, Jumptap, Microsoft Advertising, Millennial Media, Ringleader Digital and other networks were approached by mGive-Mobile Accord to develop the mobile advertising campaign designed to broaden the reach of the American Red Cross Haiti relief efforts via the organization’s text messaging mobile campaign.
These mobile partners donated their time and ad-serving fees to enable the campaign across multiple publisher sites that donated their inventory for the campaign. The publisher sites, including MSN Mobile, Hotmail, Windows Live Messenger Mobile and E! Online featured banner advertisements allowing consumers to click on the ad to learn more about how they can donate to the American Red Cross, and providing the number (Text “HAITI” 90999) to make a donation.
“We are thrilled to be a part of this campaign and supporting the American Red Cross relief efforts,” said Charles Johnson, general manager of mobile advertising at Microsoft. “By offering consumers the opportunity to donate to the relief fund via mobile advertising and text messaging campaigns, we believe we are enabling a faster and more direct option for consumers to donate to help those in time of need.”
The mobile campaign was designed exclusively for the convenience of consumers to donate via the device they carry with themselves at all times – their mobile phone. In fact, Gartner, Inc. recently reported that by 2013, the combined installed base of smartphones and browser-equipped enhanced phones will exceed 1.82 billion units and be greater than the installed base of PCs. This statistic highlights the increase in consumer use of the mobile medium to perform multiple tasks, including donating to a charitable cause.
“Through this targeted mobile advertising campaign, consumers are able to immediately act upon their will to donate via the same device they are using to keep up-to-date on the events in Haiti,” said Andrew Frank, research vice president at Gartner. “By providing consumers with a convenient avenue to donate to this cause, this campaign is aiding in the relief effort via a medium that continues to grow as the dominant avenue when accessing the Web.”
“When I heard about all of the struggles currently underway in Haiti I knew that I wanted to help out any way possible,” said Peggy Traut of North Andover, MA. “Through this mobile campaign, I was able to immediately act upon my will to donate via the same device that I was using to keep me updated on the events in Haiti. It is this convenience that will help continue to drive additional consumer support.”
The mobile advertising campaign is currently underway and will run over the next several weeks. This timeframe will provide consumers with the opportunity to continue to help donate to those impacted by the disaster.
About AdMob
AdMob is one of the world’s largest mobile advertising networks, serving billions of mobile banner and text ads a month across a wide range of leading mobile Web sites and applications. AdMob helps advertisers connect with a relevant audience of consumers on mobile devices and gives publishers the ability to effectively monetize their mobile traffic. Incorporated in April 2006, AdMob provides the tools, data, and business models fueling the explosive growth of mobile media in more than 160 countries and territories worldwide.
AdMob has been named one of the most innovative companies in advertising and marketing in 2009 by Fast Company magazine, a 2008 Technology Pioneer by the World Economic Forum, and one of Wired.com’s 2008 Companies to Watch. AdMob works with thousands of advertisers and publishers, including Adidas, CBS News, Gap, Lonely Planet, MovieTickets.com, MySpace, P&G, Tapulous, and Universal Pictures. To learn more about AdMob, visit www.admob.com.
About Eyeblaster
In 1999, Eyeblaster was a pioneer of rich media communication. Today, Eyeblaster extends its inventive heritage in digital advertising to ad serving and global campaign management. As the leading provider of digital advertising solutions, Eyeblaster empowers marketers to engage consumers online. The company’s flagship product, MediaMind, is the only ad serving and campaign management solution built from the ground up for agencies and advertisers. MediaMind includes critical functions that simplify campaign process, enable cross channel analytics, and streamline integration with other technology components.
Headquartered in New York, Eyeblaster has 36 offices across all major markets worldwide. This footprint allows Eyeblaster customers to deploy global campaigns with guaranteed service levels, publisher acceptance and integrated metrics. The company is the only publisher-independent provider in the field, as well as the only one certified for compliance with the three IAB measurement guidelines: ad serving, video and rich media.
In 2009, Eyeblaster delivered campaigns in a variety of ad formats including rich media, in-stream video, display, search and mobile for over 8,500 brands serving approximately 3,400 agencies across over 5,200 global web publishers in 45 countries worldwide. Learn more at: http://www.eyeblaster.com.
About Jumptap
Jumptap leverages its highly advanced, sophisticated algorithmic engine and unique IP to deliver the highest performance for advertisers and the best monetization for publishers. The result is a network of mobile websites and applications that combine best-in-class content and services together with highly relevant advertising to create an experience that appeals to the mobile consumer. Jumptap operates the largest independent premium mobile advertising network in North America and Europe and has the largest unique user footprints with a penetration of approximately 44 million unique visits a month in the US alone. Jumptap’s proprietary technologies, which leverage search-based algorithms, understand the content of pages, resulting in dramatically increased revenues. Jumptap’s self-service marketplace, tapMatch, reduces operating costs and boosts price points through competition in its auction-based system. In addition, Jumptap’s tapLink software allows mobile operators to manage inventory distribution to third-party ad networks, optimize yield across such networks, and provide best ROI for advertisers. For more information, visit www.jumptap.com or contact: [email protected] 617-460-2330.
About mGive and Mobile Accord
Mobile Accord is the innovator and leader in mobile technology for nonprofit organizations, powering mobile donations in the United States. Founded in 2005, Mobile Accord was the first company in the U.S. to offer mobile tools specifically built for nonprofit organizations. Mobile Accord serves more than 200 leading U.S. philanthropic organizations and has raised more 95% of all funds raised via mobile giving. The mGive Foundation is the charitable partner of Mobile Accord.
About Millennial Media, Inc.
Millennial Media is the proven leader in mobile advertising. With the largest mobile media audience in the U.S., Millennial Media uniquely offers brand advertisers the only set of specific, scalable audiences. Our ability to reach, target and engage consumers is unparalleled. As an innovative technology leader, our mobile decisioning, serving, and mediation platforms are powering some of the largest companies in the media business today. The company is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all publishers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. Millennial Media was named the winner of the AlwaysOn “OnMedia Top 100” best private companies in digital advertising in 2010. For more information, please visit http://www.millennialmedia.com or follow us on Twitter at www.twitter.com/millennialmedia.
About Ringleader Digital
Since it was founded in 2005, Ringleader Digital has focused on being the world’s premier ad serving solution provider, delivering the online equivalent of ad serving technology and functionality to the mobile and new media markets. Today, Ringleader Digital provides technology to leverage rich user data for targeted, trackable advertising and real-time visibility into online campaign performance. Ringleader has developed the RLD platform which consists of scalable, licensable solutions that allow publishers, agencies and analytics companies to identify, track and target mobile and new media users – in real time. Every component works together and integrates with the ad serving systems already in use providing RLD Platform users with the ability to utilize everything that can be done in the online world in mobile and new media. Ringleader exclusively licenses the RLD platform and its solutions to customers as either a bundled solution or on an à-la-carte basis. Ringleader is based in New York City. For more information please visit www.ringleaderdigital.com.
