10:15, Apr 18th 2007 by Tim Green
Cellcom has launched an ad-funded mobile games service offering free downloads supported by McDonalds, Adidas, Walt Disney and others.
Israel's largest mobile operator hired innerActive to power the service, which offers users free games in exchange for exposure to ads embedded in them. The ads are injected into the games as product placement.Adi Cohen, VP of marketing at Cellcom, said: "The trial confirms our view...that when you offer the consumer very targeted and relevant campaigns, you get a high ROI for the advertisers."
The campaigns were built by major agencies such as McCann Digital, Saatchi & Saatchi, BBDO and others using innerActive's web campaign management tool, InFlare. The dynamically inserted ads are targeted in real time according to user profiles and generated according to user behaviour.
