Entriq and MoPhap Team up to Optimize Mobile Advertising Delivery
March 27 2007 - 7:00AM
Business Wire
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.
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