11/12/07 - MoPhap and Vantrix Launch Dynamic Mobile Video Advertising Platform

MoPhap and Vantrix announced today the launch of their dynamic mobile video ad insertion platform, leveraging MoPhap’s SparkMobile ad serving and campaign management tool and the Vantrix Ad Booster advertising insertion and optimization platform. Through this initiative, mobile content providers will be able to insert highly targeted ads in real time within streaming and downloadable mobile video content, and optimize their delivery based on the capabilities of each user’s phone. Advertising formats include pre, mid and post-rolls, as well as watermarks and logos.

In order to ensure broad consumer appeal, MoPhap and Vantrix will target wireless users with relevant video ads based on behavioral and psychographic information compiled by MoPhap, complemented with additional device, carrier and network characteristics gathered by Vantrix. Publishers will be able to manage their ad campaigns and achieve unprecedented levels of flexibility and response rates.

“Earlier this year, we partnered with Vantrix to deliver optimized display ads on mobile phones,” said Bob Walczak, founder and CEO of MoPhap. “The natural next step for us is mobile video advertising. Using MoPhap’s proprietary server-side cookie technology, MoPhap can target ads more effectively for its mobile video advertisers both contextually and behaviorally. With Vantrix, we can now stitch ads to video content in real time, which provides enormous value to our content provider and advertiser partners.”

Daniel Torras, VP Marketing & Product Strategy of Vantrix, commented, “The global mobile advertising market will grow ten-fold in the next four years to exceed $10B, fueled by the ubiquity of cell phones and the ability to deliver highly personalized advertising messages,” Torras continued. “By replicating the ad-supported content distribution models that consumers are already familiar with on TV and online, mobile operators and media brands will maximize the reach of their mobile video offerings and the revenue opportunity. We already work with many of the leading carriers and content providers to video-enable their mobile Internet sites. Our partnership with MoPhap enhances our service offering by providing an additional tool to them to monetize these sites, and marks an important milestone in the mobile market.”

About MoPhap

MoPhap is a mobile ad serving company and publisher network based in New York City. MoPhap stands for Mobile Phone Applications, Inc. Founded in 2005, MoPhap has developed the most robust ad serving platform in the mobile industry. While the rest of the industry is focused on a few core ad serving formats, MoPhap is dedicated to creating unique format solutions for advertisers and publishers. Serving not only banner and poster ads, MoPhap's proprietary technology also allows for the serving of Interstitial and Mobi2Step ads.

To learn more about MoPhap, visit www.mophap.com.

About Vantrix

Vantrix makes video work. Our focus is to deliver the best customer experience on a mobile phone. Vantrix overcomes the technology hurdles of providing video on demand, live TV, video alerts, user-generated content, video share, and any other type of multimedia in mobile and other digital platforms. And we do it in a way that helps our customers choose and implement the right business model for their multimedia services.

Leading companies like ABC News, Orange, T-Mobile and The Weather Channel already trust Vantrix to satisfy their mobile media needs. You shouldn’t have to worry about which mobile phones your customers have, and you shouldn’t have to compromise on how you deliver video and other media to them. Whether it’s on-deck or off-deck, premium-based or ad-supported, push or pull, we put video to work for you. This is our promise and our commitment. Vantrix is headquartered in Montreal with offices in New York, London, Dubai and Bangalore.

See the difference at www.vantrix.com.

For further information:

Vantrix contact: Vijay S. Chattha
VSC Consulting
Telephone: +1 (415) 305-6041
Email: vijay@vscconsulting.com

Mophap contact: Bob Walczak, CEO
Telephone: 212-947-9800 
Email: rwalczak@mophap.com