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Action Engine Launches Mobile Advertising Xtension (MAX) to Extend Advertising Into Mobile Applications and Idle Screens
(Market Wire Via Thomson Dialog NewsEdge) BELLEVUE, WA, April 1 / MARKET WIRE/ --
Action
Engine? Corporation, The On-Device Portal (ODP) Company(TM), today
announced the launch of MAX, its Mobile Advertising Xtension platform. MAX
enables mobile operators, device manufacturers and third party mobile
application developer networks to extend mobile advertising beyond mobile
Web sites into the 'offline' pages found within downloadable mobile
applications and device idle screens.
"Currently, there are four dominant methods to deliver content to the
mobile device: messaging, the mobile Web, mobile video, and downloadable
applications," said Chetan Sharma, analyst and co-author of the book: " Mobile Advertising: Supercharge Your Brand in the
Exploding Wireless Market." "To date much of the emphasis for mobile
advertising has been focused on messaging and the mobile Web because
tracking impressions is relatively easy for these modes. However, recent
initiatives like Google's Android, the iPhone SDK, and Yahoo! and AOL's
mobile platforms are spurring interest in mobile application development
with built in mobile advertising capability. Developers are going to be
looking for easy ways to monetize these new applications and mobile
advertising presents a compelling business model option."
Action Engine pioneered the technology for inserting, caching, rotating and
tracking mobile advertisements within offline mobile application screens in
2005, and has launched ad-enabled applications for such brands as The Wall
Street Journal, Sports Illustrated.com, MSNBC.com, and Golf.com. With MAX,
Action Engine is now opening up its in-application ad-serving capabilities
beyond the applications they build. This advancement makes it easy for any
third party developer network to ad-enable their applications and for
operators to place advertisements on offline device screens.
MAX consists of a robust server engine and an easy to use Software
Development Kit (SDK). The SDK includes a suite of APIs that enable any
third party to tap into the power of Action Engine's advertising server to
generate advertising revenues from the applications they build.
Key features of MAX include:
-- Offline Advertisement Insertion, Rotation and Tracking - MAX APIs let
developers tap into Action Engine's rich database system and cache
advertisements in offline device screens, rotate them on a scheduled basis,
and track impressions even when no network connection is available. This
ability to handle offline ad insertion and reporting eliminates the key
hurdle stifling in-application and on-device advertising today.
-- Ad Network Agnostic - MAX can integrate with any third party ad
network, such as AOL (Third Screen Media/Platform A), Nokia (Enpocket), or
Millennial Media, giving mobile operators, device manufacturers and
developer networks the control and flexibility to choose advertisements
from a variety of sources.
-- Automated Device Detection - Using Action Engine's server technology,
MAX APIs can auto-detect the type of device the consumer is using and serve
up the appropriately sized ad for each phone.
-- Click-through Action Support - MAX APIs make it easy for developers to
support a variety of click-through actions within advertisements. Click-
through actions include call the advertiser, text a message, open a Web
site, or launch an application.
-- Cross-platform Device Support - With over 700 different types of
phones in market today, cross-platform device support is a critical
component of any advertising strategy. Action Engine's MAX technology
supports the insertion and tracking of advertisements in a variety of
device types, including the iPhone as well as Java, BREW, RIM, Windows
Mobile, and Symbian powered devices.
With the extension of advertising beyond the mobile Web into mobile
application and idle screen advertising, MAX creates unprecedented
advertising reach to wireless subscribers. According to the Mobile
Marketing Association Mobile Attitude & Usage Study, November 2007, the
over 250,000,000 wireless subscribers in the United States are using their
wireless devices an average of 12 times each day. Using MAX, operators
could deliver advertisements and messages to consumers on their device
screen each time they pick up their phone, serving upwards of 3 billion
impressions per day in the U.S. market alone. This represents an
exponential increase over the 20 million mobile advertising impressions
that are currently delivered per day worldwide and translates to over $10
billion dollars in increased mobile advertising revenues in the future.
"Action Engine's unique knowledge and experience in mobile applications is
a core reason that they are one of our key partners," said Stan Little, Sr.
Vice President of Marketing and Business Development, Movius. "From our
experience with over 2,000 active deployments worldwide, we believe
carriers will see the value that this type of network-agnostic mobile ad
technology brings. MAX gives the control and flexibility mobile operators
have been waiting for in mobile advertising solutions."
"Our customers are some of the best known brands in their markets and by
using Action Engine's technology, these companies have been able to
directly connect their brands to the consumers they care about," said Scott
Silk, CEO, Action Engine. "MAX will now give third parties the ability to
reach out to consumers in new and exciting ways, with the confidence of
knowing they are leveraging market leading mobile advertising technology."
Action Engine will be demonstrating the MAX product in Booth #3264 at CTIA
Wireless at the Las Vegas Convention Center, April 1-3, 2008.
About Action Engine
Action Engine, the On-Device Portal (ODP) Company(TM), enables media
companies and network operators to build, deploy, monetize and manage
highly personalized and intuitive suites of mobile applications that
deliver a superior user experience. Action Engine's best-in-class ODP
platform incorporates intelligent mobile advertising, support for mass
market handsets and broad management capabilities that increase
profitability, lower cost of ownership, speed time to market and drive
brand-awareness. As the acknowledged market leader in ODP technology,
Action Engine has successfully deployed its award-winning software for
numerous companies including AOL, The Wall Street Journal.com,
MarketWatch.com, Barron's.com, MSNBC.com, Sports Illustrated, Golf.com,
TiVo, Sprint, and Verizon Wireless. Additional information is available at
+1 (425) 498-1500, info@actionengine.com, and www.actionengine.com.
Action Engine is a registered trademark, and Action Engine Mobile
Application Platform, On-Device Portal Company, and Brand-n-Go are
trademarks of Action Engine Corporation. All other names, brands, or
products may be trademarks or registered trademarks of their respective
owners.
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Press Contact:
Action Engine
Anne Baker
VP of Marketing
+1 (425) 498-1527Email Contact
Copyright ? 2008 Market Wire, Incorporated
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