Wireless Federation

Media Layers, the pioneer in rich-media mobile advertising solutions, and Cellcom, Israel’s leading mobile operator with over 3 million subscribers, announced today a multi-year contract for implementing Media Layers’ SMART solution for mobile advertising over Cellcom’s content services.

Media Layers’ SMART system was chosen by Cellcom and Logia and is already deployed in Cellcom’s network. Advertising over mobile video services will be launched in the coming days, and this will be expanded to additional content services and channels.

Adi Cohen, Cellcom’s VP Marketing, commented on the contract with Media Layers: “Mobile advertising is still in its early phases, but we see its importance in addressing the need in the market for a broader variety of business models, and we consider it to be a substantial future growth engine.”

Kobi Marenko, Logia’s CEO, added: “Mobile advertising is critical in turning mobile content services from a niche to a mass market offering. Media Layers’ SMART system provides an excellent infrastructure for this move. It addresses Cellcom’s and Logia’s needs in full, and creates a rich, relevant and effective experience for the mobile subscribers.”

Noam Man-El, Media Layers’ CEO, commented: “We are thrilled with the opportunity to work with Cellcom and Logia in building the next generation of mobile services. This contract is a substantial milestone for Media Layers, and strongly validates our product strategy – a cross-channels mobile advertising management solution based on a real-time approach, providing users with personalized and relevant ads.”

Media Layers’ SMART system is uniquely based on a real-time approach, enabling mobile operators and content providers to insert mobile ads into all content channels, with strong support for rich media – video clips, audio clips, banners and more. In video, the cutting edge of mobile content, SMART provides for ad insertion in multiple fashions – before, during or after viewing the chosen content; in a split screen; as an overlay (picture in picture); and in various other methods. Additionally, the matching of ads to the users is done in real time, thus presenting each and every user with relevant ads which are perceived as valuable and which lead to a high return on investment for the advertisers.

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