Advertising Funded Mobile Games Launched in Israel

Israel's largest mobile operator, Cellcom has launched an ad-funded mobile games service powered by innerActive. The new service offers the subscribers free games downloads, sponsored by top brands such as: Nokia, McDonalds, Diadora, Samsung, Adidas and Walt Disney.

The mobile game service offers Cellcom's mobile users the opportunity to download (free of charge) mobile games, in exchange for exposure to advertisements within the games. The dynamic ads are injected into the games as Product Placement and appear at different media areas within the game as part on the environment, using innerActive technology.

"The digital coupons and Product Placement methods used in the trial have proven themselves with high conversion rate among our clients," said Adi Cohen, VP Marketing of Cellcom. "The trial confirms also 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.

"innerActive's platform enables mobility, availability and personalization in advertisements that reach the end-user in the most segmented manner," said Ilan Grinboim, President & CEO of Nokia Israel. "Using the Product placement allows me to be a part of the whole user experience and thus present him relevant offers."

The campaigns were built by leading advertising agencies such as McCann Digital, Saatchi & Saatchi, BBDO and others, over innerActive's Web Campaign Management - the InFlare. The dynamically inserted ads are targeted and segmented in real time according to user profiles, and generated - among other - upon users' behavior and responses."

Posted to the site on 18th April 2007