NPSN Naspers Limited (MM)

Entriq, a company that enables content providers to leverage the power of new media distribution, today announced it has structured a breakthrough agreement with Mobile Phone Applications, Inc., (MoPhap) to optimize distribution of eye-catching advertising to a wide variety of mobile devices. MoPhap is a New York-based mobile ad serving provider and publisher network. MoPhap�s SparkMobile� ad management platform delivers all the robust ad insertion, trafficking, reporting, targeting, analytics, and inventory management familiar in the online world - to the mobile web, mobile video and mobile messaging channels. Under agreement, MoPhap will leverage Entriq�s Mobile service to enhance the delivery of mobile advertising for both image-based and pre-roll video ads to virtually any mobile device. This is accomplished by combining Entriq�s real time transcoding and dynamic device detection with MoPhap�s sophisticated mobile ad decision logic, targeting engines and campaign management system. The combined MoPhap-Entriq solution reduces the barriers to entry for advertisers and ad agencies wishing to tap into the unique reach and interactivity of mobile advertising. In the past, advertisers were forced to either accept poorly rendered ad creative, or create multiple versions of each piece of advertising creative to compensate for the thousands of different mobile devices in the marketplace. With the combined MoPhap-Entriq solution, the advertiser�s image is dynamically encoded and customized in real-time to the user�s end device from a single piece of source ad creative. �At MoPhap our strategy has been to deliver a best of breed solution to the world of mobile advertising,� said MoPhap CEO Bob Walczak. �Entriq is a major contributor to this approach, and we are extremely pleased to be partnering with them. �Together, MoPhap and Entriq can assure that mobile advertising is delivered in an optimal format for each of the thousands of mobile device models already in use, with all the targeting, tracking and reporting advertisers and agencies expect in the online world,� Walczak added. Entriq�s technology will be embedded into MoPhap�s Dynamic Ad Server platform and will provide optimized content rendering and dynamic transcoding services for image and video ad creative. MoPhap�s image ad formats are Banner, Poster and the Full-Screen Transitional. Video ad formats are pre/post roll; advertisers� pre-roll video ads appear just before online or wireless users see the programs they have accessed, while post-roll video ads appear just after such programs. �Our relationship with MoPhap is Entriq�s first foray into video and banner mobile advertising,� said Jan Hofmeyr, Entriq�s executive vice president for Sales, Marketing and Business Development. �This partnership expands our mobile-commerce footprint from pure pay media to ad supported with the potential for hybrid business models such as combinations of advertising-supported, pay per view and subscription.� For content publishers, the MoPhap-Entriq solution will allow them to derive more revenue from their Wireless Applications Protocol sites by adding or expanding advertising. Entriq�s powerful service enables publishers to deliver and distribute video and rich media content efficiently to mobile users around the world. Moreover, little to no coding is required for publishers to add advertising. About Entriq With 20 years of pay media experience, Entriq Inc. provides a single managed service to major media companies enabling them to securely monetize and manage the distribution of their content across broadband, mobile and Internet TV platforms. The Entriq digital media business solution enforces digital rights and enables content owners to take full advantage of the distribution and syndication capabilities offered by these new platforms. Entriq clients include some of the world's largest content, network and service providers in the pay media industry, including Intel, MTV Networks, WWE, NBC Universal, BT Media & Broadcast, UFC, and MLB. Entriq is based near San Diego, Calif., and is a division of MIH Ltd., a wholly-owned subsidiary of Naspers (NASDAQ:NPSN). For more information visit http://www.entriq.com. About MoPhap Based in New York City, MoPhap has created the ad industry�s most robust mobile web ad server and ad network, delivering more ad formats to WAP-enabled handsets than any other. MoPhap�s publisher network brings new streams of revenue to publishers looking to leverage and monetize their content via ad-supported mobile distribution. The company also serves top-tier ad agencies and marketers with mobile media planning, purchasing, and distribution via an intuitive web-based ad manager platform. For more information, visit http://www.mophap.com.