LAS VEGAS—NBC Universal could have had its pick of any number of mobile advertising solution vendors, but it chose JumpTap to be its ad solutions provider for delivering and representing ad inventory for multiple WAP sites, including NBC Entertainment, NBC Sports, Universal Pictures, USA Network, SCI FI Channel and Bravo.
The selection of JumpTap validates the company’s position in the ecosystem with operators, publishers and advertisers, says Paran Johar, chief marketing officer at JumpTap.
Under the agreement, JumpTap will sell available NBC Universal WAP ad inventory as part of its mobile-specific ad network; NBC Universal’s ad sales team will continue to focus on selling integrated media campaigns, which include TV and/or Web advertising. As part of the deal, NBC Universal can provide JumpTap with display ad inventory from the media company’s other WAP properties, in addition to the sites already mentioned.
Despite the U.S. economy, the mobile advertising market already is incredibly aggressive for 2008, Johar says. Last year involved a lot of testing, but this year extends beyond those tests, into actual budgets allocated to mobile advertising. “I think advertisers are begging for a new medium,” he says, adding he thinks traditional channels like TV and print will be more affected by the economy.
What’s attracting advertisers? “I think it’s the promise of the Internet on steroids,” he says, with mobile phones presenting a much more personal, uncluttered and interactive medium. “We’re seeing a lot of momentum and a lot of interest for mobile marketing.”
JumpTap also announced a similar mobile advertiser deal with Fox’s new Fox Mobile Entertainment Network, which brings popular content from various television channels including FOX, FX, SPEED, National Geographic Channel and Fox Reality Channel to one mobile Web location at FoxMobile.com.
“We selected JumpTap for its advanced advertising solution capabilities and strong relationships within the advertising community,” Mitch Feinman, senior vice president of Fox Mobile Entertainment, said in a statement. “We want to present advertising that actually enhances the consumer experience, and we believe working with JumpTap will help ensure we do just that.”
