News Over Wireless (NOW), a leading provider of mobile products for local and national TV properties, recently announced that it has generated an increase of more than 800 percent in Q1 2010 advertising revenue over the same period in 2009.
“Our overall strategy has been to build mobile advertising into a strong revenue stream for our partners in addition to our subscription-based products,” said Sam Matheny, NOW general manager. “The strategy is working, and our stations are leveraging our system to drive local sales and earn national revenue.”
“Our system and training put the emphasis on generating local revenue, and we augment that with our own efforts and national ad networks,” said Matheny. “While this growth is exciting, we remain focused on looking for new ways to help our partners drive value from their mobile products.”
NOW’s local TV station partners control all mobile inventory in their mobile web sites and iPhone apps, and more than 80 percent of NOW partners with these products have sold local ads. This includes banner ads as sponsorships, run-of-site and/or by impression plus an option unique to NOW — pre-roll video ads.
“In 2009, we worked closely with our partners to help them better understand their mobile ad opportunities through one-on-one training, ongoing guidance, online and other sales tools,” said Matheny. “Later in the year and especially in Q1 of this year, we could clearly see that our efforts combined with those of our partners were paying off tremendously.”
NOW partners also earn revenue through NOW’s national text and banner ads. This is made possible by the company’s proprietary ad router and NOW’s network of advertising partners. The router uses an algorithm that gives priority to local advertising and interfaces with each ad partner to maximize revenue potential. The router also optimizes ad calls based on variables such as location and handset type.
In January, the company transitioned its local ad serving over to mOcean Mobile to better serve its partners, and so far this year over 200 local ad campaigns have been trafficked. NOW also has multiple local video pre-roll campaigns in place featuring ads from companies such as BMW and Toyota dealers.
Look for more mobile advertising announcements from NOW coming soon.
NOW currently partners with nearly 150 local and national media companies providing custom iPhone apps, mobile web sites, SMS marketing, carrier-supported applications and video channels. These solutions create additional revenue streams for partners and reach millions of mobile users.
|About News Over Wireless
News Over Wireless is part of CBC New Media Group, LLC, a division of Capitol Broadcasting Company. News Over Wireless works with broadcasters and wireless phone carriers to provide news and information on mobile phones through video channels, downloadable applications and mobile web sites. For more information, visit www.newsoverwireless.com.
Thanks to CBC NMG’s Laura Blake for this capcom story.