company Hungama Mobile has tied up with US-based Amobee Media Systems to offer a wider range of platforms for its advertisers.
Amobee enables contextual ads on SMS, MMS, videos, WAP portals and games. On the SMS platform, for instance, a relevant ad appears at the end of the text message. On the video platform, a short video ad plays while the video clip is downloading. The idea is to make these mobile services available to customers for free or at a lower rate, as they will be funded by the advertising.
Hungama Mobile already has a mobile advertising system in place through its SMS short code and WAP portal for clients like McDonald's, Coca-Cola and Citibank. It also has partnerships with most of the mobile operators in the country.
As regulations are being laid for less-intrusive mobile advertising methods, developers are looking for the way out through ad platforms such as that of Amobee. Recently, Airtel announced a tie-up with SMS 2.0 for SMS advertising, Webaroo mobile announced SMS GupShup which is funded by advertising and Mobileworx announced ZestADZ, a similar advertising platform.