When Glu Mobile launched an ad campaign in February to sell its wireless games, the company at first ran ads on five mobile Internet networks, including those managed by Google and Yahoo.

After just one day, Glu decided the program needed tweaking, says Rick Armstrong, Glu’s senior digital marketing manager.

“Three we kept going and two we turned off, and the two we turned off were Yahoo and Google because they were at the bottom in effectiveness,” he said.

Internet kingpins Google and Yahoo have scrambled to bring their Internet services to the mobile platform, striking deals with wireless carriers worldwide to reach the growing millions of consumers who access the Internet on mobile devices.

Along with the services, of course, they also want to bring along their moneymaking ads.

But attacking the mobile market is no slam dunk. They compete with a growing number of companies that operate solely in the mobile space.

The mobile ad market is the Internet ad market of 10 years ago, says Greg Sterling, principal at Sterling Market Intelligence.

A ‘Wild West’ Period

“It’s the Wild West period for the mobile Internet,” he said. “It’s like the early days of the Internet where everybody is scrambling for scale and share. It’s still very much in development.”

For Glu, Google and Yahoo took a back seat to three little-known companies: Jumptap, AdMob and Millennial Media. They all operate their own ad networks — broker and place ads — on mobile devices.

Companies that focus exclusively on the mobile ad market have an edge over their Web rivals, says Brennan Hayden, vice president of WDA, which helps companies bring their online content such as games and ring tones to mobile devices.

“Over time there will probably be some equalization, but for now it’s a classic case of the specialized firms getting better results,” Hayden said.

The mobile ad market works much the same as the conventional Internet ad market. Advertisers bid on search keywords or phrases, getting better placement the more they bid. The ads appear when users search for a product, service or anything using those keywords. The advertiser pays only when a consumer clicks on the ad.

But the mobile market presents hurdles.

One issue, say analysts, is adapting search ads to fit the small screens of mobile devices.

People used to seeing search ads on the top or to the right of search results on a PC are in for a surprise when they use a mobile device, Armstrong says.

This Article was found on: Investors.com

London, 22 April 2009. Tommy Jensen, CEO and co-founder of Adeye Mobile, will be part of the seminar programme at the Internet World exhibition, Earls Court from 28^th to 30th April, drawing attention on how to get traditional advertisers to use mobile marketing.

Whilst TV and Print advertising are going through difficult times and brands are fighting to gain consumers’ attention back, marketers need to find new ways of differentiating their offer. Mobile strategy is a good way of achieving this as long as they understand all the aspects of it and invest the time and right resources in it.

“I am very pleased to be speaking at this year’s Internet World.” says Tommy Jensen “Consumers are becoming more and more sophisticated, the mobile landscape will change dramatically in the next few years and traditional advertisers cannot be left out. There still is some immaturity in mobile marketing, and we see a lot of campaigns which don’t have a good execution plan or mobile strategy.”

Mr Jensen will speak on Wednesday 29^th April from 10.00 to 10.30 at the Mobile, online advertising, affiliate & search marketing theatre as part of Agency Days at Internet World, Earls Court 2 in London.

About Adeye Mobile Ltd

Adeye is a mobile media house offering a full range of products and solutions in mobile marketing, digital entertainment and mobile technology to engage new customers in innovative and effective ways. Adeye Mobile delivers Bluetooth Marketing, Mobile ad network, creative mobile campaigns and enterprise platforms. Some of our clients are JCDecaux, Clear Channel, Sony Ericsson and Nokia. Adeye was established in 2007, and are headquartered in London with offices in Norway, Sweden and Denmark.

More information about Adeye can be found by visiting: www.adeye.com

Press Contacts:

Adeye Mobile Limited

Tommy Jensen

CEO

Tel: +44 207 183 6173/ +44 792 805 1314

Email: press@adeye.com

It is now only 10 days to Adeye will exhibit at Internet World in Ealrs Court, London. We are extremely excited and look forward to meet our potential and current partners and clients. We are as usual struggling with getting all the bits and pieces into place before the opening, but we are very confident that we will have all lined up when the doors opens.

If you want to visit us, please register here

If you want to setup a meeting with our CEO, please send an email.

SEE YOU AT INTERNET WORLD!

We can now be found on twitter, yes we have caved in on the pressure and found that twitter is a very good platform for us to tell what we are doing. So in just 3 weeks time we will be twittering directly from Internet World in London.

Our twitter site: @adeyemobile

We had a very tiny small stand at Promotional Marketing Exhibition that we shared with Digital Promotion expert The Licensing Agency. They launched their new promotion platform TheFirstClub.com and we launched our new mobile marketing platform BiipBack.

PME is a very small exhibition focusing on promotional marketing, and this year they probably become smaller than they wanted as everyone is struggling in todays market the eexhibition was not a great success with a big drop in visitors. But sometimes it is not about Quantity but Quality that counts, for us it was a great venue to present ourselves and our new product. So hopefully will the exhibition be a great success, we are not giving up on the exhibition trail and in just under a month we will have our own stand at Internet World, which we are really looking forward to. Our CEO Tommy Jensen will also be one of the speakers, where he will talk about how to get traditional advertisers to use mobile marketing.

Website under construction

As probably a few have seen, that we have some kind of temporarily website for Adeye.com, as we are in the process the build a new one that will rock the world. There is a reason for that as we will launch a new product very soon…