April 23rd, 2007 by Arjan Olsder Posted in Ad Funded Gaming | No Comments »
Israel’s largest mobile operator Cellcom has launched an ad-funded
(free) mobile games service where subscribers can game for free in exchange
for adverts from companies like Disney and Adidas.
The technology for this service comes from InnerActive who made a wrapper application that pauses the mobile game at some point to show the adverts. Another possibility is product placement.
"The digital coupons and product placement methods used in the trial have proven themselves with high conversion rates among our clients," said Adi Cohen, VP of marketing at Cellcom. "The trial confirms our view about the importance for the advertising to be an integral part of the content, and proves that when you offer the consumer very targeted and relevant campaigns, you get a high ROI for the advertisers."
"Cellcom subscriber responses to the service so far exceed our expectations," said Ziv Elul, co-founder of InnerActive. "It supports our new advertising model of providing mobile users with relevant, non-intrusive ads insertion during usage."
The first batch of advertisers already adopted the possibilities. Amongst them are Nokia, Samsung, Adidas, Disney and Diadora.
