Profile Specific Ads Make the Difference
By Bob Walczak, CEO of Mophap.com

The trend that is breaking out in the mobile advertising world is opt-in, non-intrusive advertising. The missing component in the current equation is “profile specific.”

The mobile marketplace has reached a magnitude that is demanding global attention in the advertising community. 1.5 billion subscribers have a small computer in their pocket capable of voice, text, image and internet communications. As an advertising vehicle, mobile devices have the potential to play a significant role in target marketing. Each phone is primarily used by one subscriber giving each device a unique profile for targeting demographics. Because a phone is linked to one person and not a general group, that person should no longer be subject to useless advertising messages. Age, sex, geography and key words will play into the distribution of every ad. The concept is to actually make advertising an enhancement to content distribution not an intrusion. What this equates to from an advertising prospective, if leveraged correctly, is that a message can be delivered to the exact profile that it was created to reach.

Keeping this in mind, Mophap has taken the next evolutionary step in mobile advertising and has produced a platform that will take this market segment to the next level. Our product integrates interstitial advertising with SMS, email and webpage content delivery vehicles. Through combining these advertising vehicles, we have created an advertising format that fits the constraints of the mobile device.

The image based ads appear through an interstitial format, delivered in an otherwise blank space during the connecting period between two pages. If an ad interests a subscriber, they can opt to click on it and be taken to a page that will request an email address, an SMS number or just serve them more content from the advertiser. If they are not interested in the ad, they do nothing and the requested content page will appear automatically. Through our proprietary ad delivery system, we have managed to ensure that the content arrives in the same amount of time as it would without our ad delivery system.

The product determines what ad to send to a specific user based on the phone subscriber’s profile (age, sex, main geography) and cross-references that information with its key word ad database to deliver the most useful and relevant ad possible. The concept is to deliver relevant information to the end user that will enhance their surfing experience and feel less like an intrusion of time and space.

By filling the space between WAP pages where a subscriber would otherwise be looking at a blank connecting screen, we have maximized the efficiency of the mobile web. By using an interstitial format, we can maximize the constraints of a small screen and deliver full-screen, color, and interactive ads. If the ad information is linked to the personal profile of the subscriber and the content being searched, its effectiveness and usefulness will increase exponentially.

Mophap has added the missing piece to the equation and the end result is an Opt-In, Non-Intrusive, Profile Specific advertising mechanism that enhances the effectiveness and usefulness of mobile communications.