M:Metrics Launches Mobile AdTracker

Today M:Metrics debuts a new service tracks ad display on mobile sites, or on the devices themselves.

M:AdTracker will be deployed on 120 mobile portals and websites, including those from ESPN and other high-level publishers, as well as a few lower-tier ones.

The software measures ad display four times daily and returns raw numbers to M:Metrics, where data is analyzed and scrubbed by a team before conversion into client-ready reports.

Ads must link back to a webpage to be counted by the software.

Early reports show a number of Fortune 100 companies advertising on mobile platforms, breaking conventional wisdom that mobile advertising tends to be primarily for mobile products.

Gannett Launches Local Mobile Sites

News company Gannett announced today that it is entering the mobile market and will make its breaking news, sports, weather and local information available to mobile phone users in 100 local markets, according to WebProNews.

The local mobile sites are tailored to appear on small screens and include content that is updated around the clock by local Gannett Information centers. Information centers provide news and information to a number of platforms, including the Web, newspapers, television and mobile devices.

The new mobile sites will carry local, regional and national display advertising. The mobile sites are free to users with mobile Internet browsing and data plans.

"Local news and information is more in demand than ever by consumers across the country. Making it easily available by mobile device takes Gannett's local information expertise and puts it in consumers' hands," said Jack Williams, president of Gannett Digital.

"Advertisers who appreciate the value of trusted brands, local content and audiences will be able to reach out to those consumers throughout the day."

Along with local community news and information, the mobile sites link to national news, money, sports and life information through the USA Today mobile site.

Mobile RSS service available worldwide from Mobispine

Consumers can now find and access RSS-feeds from their cell phones in a cheaper and faster way with Mobispine. One simple mobile directory with thousands of feeds is available for consumers in order to make it simple to use.

Mobispine aggregates more than 20,000 RSS-feeds from all over the world to mobile users which are all free of charge. There is no need for typing in long URL’s in the cell phone anymore. Consumers simply search for the feed and add it to their cell phone.

Bloggers or website owners can easily add their own content in the RSS-format to Mobispine and make it available for the global audience at no cost at all. The service is free of charge for content owners and for consumers.

Mobile Ads Promote Mobile Sites

To boost visits to their sites, some mobile providers are advertising on other mobile webpages, reports AdAge.

According to Third Screen Media CMO Jeff Janer, mobile site publishers see mobile users as their natural audience. Third Screen increased its reported number of monthly impressions from 50 million at the end of 2006 to 225 million at present. The number of mobile campaigns the company manages has tripled from a year ago.

While numbers speak volumes, an Ogilvy & Mather partner calls targeting the deal-breaker for mobile, which is seen as a high-engagement medium.

Cost-per-thousand rates hovering in the $28-$30 range, with premium sites commanding up to $50. Better targeting could raise the overall all deal rate to $1 million or more.

Venture capital interest in the mobile sector is still growing, but not at the same clip as in the recent past. Only five new deals were signed in 2007, a significant decline from the 21 deals signed in 2006.