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Amobee begins mobile ad trial with Orange(DMEurope Via Thomson Dialog NewsEdge) DMEUROPE-17 January 2007-Amobee begins mobile ad trial with Orange (C)2007 DMeurope.com (http://www.dmeurope.com) & DME Ltd. All rights reserved. Amobee Media Systems has launched a commercial mobile advertising trial with Orange in France. Orange France is reportedly using Amobee's Media System to test the business model behind using advertising to help fund mobile content and entertainment services. Subscribers are offered the option of downloading a game from games publisher Filao at a reduced price or for free, if they accept advertising within the game. Amobee informed that a number of consumer brands would be taking part, including Coke, Saab, Travelski, Soci t G n rale and Mobifun. The ads are served interstitially during idle time in between levels or while the game is loading. For a period of two months, users will have the option to request further details on each brand, either by starting a call by opening a WAP session, or can click past the ads and continue with the game at any point. Filao is understood to have integrated Amobee's HAPI (Handset Application Programming Interface) into its games. The HAPI is a small SDK file that enables the games to receive ads. Copyright 2007 M2 Communications Ltd.. Source: Financial Times Information Limited. |