Greenlight partners with MIVA for mobile advertising

March 12th, 2008, 6:00 am · 1 Comment · posted by Sonya Smith

Irvine’s Greenlight Wireless announced Monday a partnership with New York-based MIVA Media for mobile advertising in the U.S. and U.K.

In the deal, Greenlight’s mobile sites made for various companies will have access to MIVA’s pay-per-click ads. The advertisements will be displayed alongside content offered on Greenlight mobile sites and mobile sites using Greenlight’s Skweezer technology, which squeezes regular Web sites into mobile versions.

MIVA has been testing mobile ad delivery with Greenlight Wireless in the U.S. for the past six months, but the new agreement means those ads will now be fully rolled-out across the U.S. and U.K.

“Combining the skill sets of Greenlight Wireless and MIVA enable us to get around three of the fundamental issues facing mobile marketing today – diverse technology, advertiser depth, and content availability. The beauty of these agreements is that MIVA’s advertisers can now market to mobile Web sites without the need to plan or buy campaigns separately,” said Kevin Perkins, Chief Executive Officer, Greenlight Wireless.

Just last week, research firm M:Metrics announced that it would start studying mobile advertising in the United Kingdom. The company’s written announcement said that with 16 percent of U.K. mobile subscribers accessing news and information via mobile browsers in December, advertisers are turning their attention to advertising on phones.

A January Jupiter Research report agreed that mobile ads are growing, but noted that the market has many hurdles to overcome. That report predicted that mobile Web ad revenues will reach 1.3 billion Euros (about $2 billion) in Western Europe by 2012. Still, the report says that mobile ads face the challenges of a relatively small audience of mobile media users and a lack of critical mass of educated advertisers able to measure return on investment.

“Mobile advertising is destined to be a multi-billion euro industry,” said David Schatsky, president of Jupiter Research. “But the maturation of this industry could take a decade.”

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