Jamster and innerActive to trial mobile in-game advertising in UK

^{Calvin Klein and eBay among the sponsors} Jamster and innerActive to trial mobile in-game advertising in UK

4 Nov 2007 at 14:03 GMT Timo Poropudas

Last week in UK, digital entertainment provider Jamster and an ad-funded entertainment channel innerActive started to test mobile in-game advertising service. The trial offers British cellular subscribers the opportunity to download free mobile games in exchange for exposure to ads within the game.

Under the deal, innerActive will provide technology to Jamster to dynamically display in-content and contextual ads. Mobile users in UK will be able to download free mobile games, which have embedded ads.

The mobile advertisements and promotion features are sponsored by leading international brands such as, Calvin Klein, Domino's Pizza, Fox, Paramount Pictures, and eBay.

The mobile in-game advertisements are targeted and segmented in real time according to users’ behavior and responses, generating valuable incentives like wallpapers & movies trailers, and several prizes such as portable media players or pizza vouchers.