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Voltari Unveils Premium Mobile Marketing Channel

Voltari Unveils Premium Mobile Marketing Channel Voltari Unveils Premium Mobile Marketing ChannelOn Thursday, MMW was privy to an update from Voltari Corporation, a veteran provider of mobile media solutions, about what’s next for the well-respected company.

The latest news with Voltari is their formation of Emporia, which is hailed as being the “first independent and transparent mobile channel for the purchase and sale of premium publisher inventory by a select group of advertisers.”

We’re told that Emporia participants will also include industry-leading specialized data providers and the premiere hosts of rich media and video ad units.

Emporia was developed in response to the largely ineffective and costly ecosystem of service and technology providers that substantially reduce publishers’ share of the advertising spend while limiting the value that agencies provide to advertisers. Emporia will make use of Voltari’s proprietary technology, which determines each user’s real-time engagement propensity across industry verticals.

“Emporia will be an environment in which all the participants emerge as winners,” says Voltari Acting CEO Richard Sadowsky in a provided statement. “Users will receive high-impact and engaging ad units at the right time, publishers will receive the lion’s share of the CPM, and advertisers will know that their ads are being associated with premium content and delivered to users in a way that takes advantage of the unique intimacy of mobile. We will be rolling out industry verticals in partnership with marquee specialty data providers and will be announcing our first data provider partnership in the next few weeks.”

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Mobile Marketing Watch » Marketing Strategy

Facebook Peels Back The Cover on Premium Mobile Ads

Facebook Peels Back The Cover on Premium Mobile Ads 300x225 Facebook Peels Back The Cover on Premium Mobile AdsAs the social networking giant’s looming multi-billion dollar IPO draws ever closer, Facebook is rapidly expanding its revenue-generating streams, chiefly through the evolution of its mobile advertising platform.

According to a report from Reuters early Thursday, Facebook will now integrate Sponsored Stories (which are posts from friends or Pages on Facebook that a business, organization or individual has paid to highlight) straight into users’ mobile News Feed.

In a surprising move, the log-out page won’t look so “clean” any longer, as Facebook will begin to feature advertisements on this familiar departure page.

Facebook is even rolling out Offers that will allow businesses to share discounts and promotions from their Facebook page. Facebook users can then redeem those discount or freebie opportunities via or email or, naturally, through their nearest handy mobile device.

“Our vision for marketing is that it is as good as any of the content you and I see on our newsfeed from a friend or family member,” says Carolyn Everson, Facebook’s vice president of global marketing solutions Carolyn Everson.

Ultimately, nothing presently exists as a bigger possible money-maker for Facebook than mobile ads and monetization through Facebook’s popular mobile apps.

“We currently do not show ads or directly generate any meaningful revenue from users accessing Facebook through our mobile products, but we believe that we may have potential future monetization opportunities such as the inclusion of sponsored stories in users’ mobile News Feeds,” Facebook recently revealed.

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7401aee67cab4c2e65cc594b2cc241d7 Facebook Peels Back The Cover on Premium Mobile Ads Facebook Peels Back The Cover on Premium Mobile Ads

Mobile Marketing Watch » Marketing Strategy

Velti Introduces Custom Private Exchanges for Premium Publishers

Mobile Marketing Velti Introduces Custom Private Exchanges for Premium PublishersVelti today announced the availability of “custom private exchanges for premium publishers.”

What does that mean exactly? According to the venerable provider of mobile marketing and advertising technology, Velti is now allowing publishers to “cherry pick” their demand partners with valuable inventory from the Velti mGage exchange.

“This latest addition,” the firm says, “puts Velti at the forefront of the mobile marketing and advertising space as a leader in optimizing ad impressions and reach to improve campaign ROI.”

At present, premium publishers – media companies, mobile carriers, etc. – may privately sell inventory to a select list of agencies, ad networks and brands, both directly and indirectly. The new tool takes these options and dramatically expands them.

With this enhancement, publishers now will have more control to sell their supply to specific demand sources, increasing inventory pricing and reducing conflict between direct and indirect sales channels for higher fill rates– protecting valuable audience and business data from being exploited by remnant advertisers. The private exchange will enable premium publishers to expand their ad inventory, and extends the publisher’s audience through resale of exchange inventory.

“The Velti private exchange opens up a valuable strategic channel for premium publishers and platforms to increase their ad sales inventory and reach a broader target audience without commoditizing their inventory,” said Krishna Subramanian, Chief Marketing Officer at Velti.

“Premium publishers can benefit from the efficiency and liquidity of automated markets”, adds Sunil Verma, GM of the Velti Exchange. “Agencies can work directly with premium content to create highly targeted and efficient buys.”

Interested in learning more? If so, check out www.velti.com.

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Mobile Marketing Velti Introduces Custom Private Exchanges for Premium PublishersMobile Marketing Velti Introduces Custom Private Exchanges for Premium Publishers

Mobile Marketing Velti Introduces Custom Private Exchanges for Premium PublishersMobile Marketing Velti Introduces Custom Private Exchanges for Premium Publishers

Mobile Marketing Watch » Marketing Strategy