DENVER – Useful Networks, a provider of location-targeted content and advertising solutions for mobile application developers, together with MoVoxx, a leading mobile advertising network, will launch geo-targeted ad campaigns across the MoVoxx network of mobile in-application and SMS inventory delivering over 700 million monthly impressions.
MoVoxx’s GeoSense™ mobile ad platform ingests location data from Useful Networks’ PlaceWhere™ platform, which connects with wireless carriers and other sources to aggregate location data. PlaceWhere is built on the principle of protecting consumer privacy, ensuring location data is never shared without explicit consent from the end user. This unique approach works on all phones connected to the network, vastly extending reach beyond traditional GPS and downloadable app-based solutions. PlaceWhere offers ad networks, mobile marketers and application developers a simple set of APIs to accelerate time-to-market and reduce costs for launching location-aware products and services.
“With local ad distribution models opening up on mobile, MoVoxx is extending value to merchants and publishers by layering in real-time user location relevance. The PlaceWhere platform is a critical part of this value-chain, enabling MoVoxx to rapidly deploy vital location services,” stated Derek Merrill, vice president, products at MoVoxx.
This new geo-targeting capability now makes the mobile channel relevant for small business and local merchant advertisers. To reach them, MoVoxx aggregates local merchants’ mobile campaigns , through partners such as Citysearch, Marchex and iPromote, as well as by working directly with larger brands interested in geo-targeting such as Sears. With a full range of post-click call-to-action solutions for advertisers – including click-to-WAP landing pages, click-to-call for small business services and SMS reply – GeoSense offers a highly targeted mobile advertising solution for small business and national brands with retail locations.
Mobile advertising has always had to balance the issues of ad relevance with reach and the persistence of fragmentation caused by carrier, handset and transport disparities (SMS, Mobile Web, In App). “We are excited to join forces with MoVoxx, who is taking a leading position in the geo-targeting arena by deploying this capability across all major mobile advertising channels on an integrated basis for advertisers,” said Tom Parrish, vice president, business development for Useful Networks. “The opportunity for advertisers to engage consumers on a more personal level via geo-targeting provides them with the ability to offer more effective advertising. In working with MoVoxx, we are combining our technologies and services efforts to provide better targeting and opening up the mobile channel to the vast local merchant market segment.”
Useful Networks’ PlaceWhere.location clearinghouse dramatically increases advertising relevancy by adding location context to a variety of mobile campaign types, while enforcing the principles of informed consent and privacy, to ensure the consumer is in control of if, how and when their location information is accessed. The entire process is managed by Useful Networks per the CTIA’s best practices, carrier guidelines and consumer regulations.
About Useful Networks
Founded in July 2006, Useful Networks is a Denver-based company that delivers innovative mobile location aggregation and geo-services for both carriers and content providers. Their PlaceWhere platform helps reduce costs, time to market and complexity in launching location aware products and services. Useful Networks is a privately held subsidiary of Liberty Media (NASDAQ: LCAPA). Liberty Media Corporation owns interests in a broad range of electronic retailing, media, communications and entertainment businesses. Useful Networks and PlaceWhere are trademarks of Useful Networks, Inc. For more information, please see http://www.useful-networks.com.
MoVoxx is a location-based mobile ad platform that intelligently serves ads into mobile content reaching over 30 million unique US mobile users. GeoSense™ platform combines real-time user location data within the ad serving process to enable national brands and local merchants the ability to launch location-based mobile advertising campaigns – at scale. Multi-mode ad serving provides seamless reach on all forms of mobile media – SMS, mobile web, and mobile app. Using proprietary MobileTrace™ technology, MoVoxx tracks and aggregates user-level mobile behaviors, offering advanced optimization and superior post-click conversion rates. Founded in 2006, MoVoxx is backed by Greycroft Partners, Khosla Ventures, First Round Capital and BV Capital.