Cellcom Launches Ad-Funded Games Service Based upon innerActive's Technology

Israel's largest mobile operator, Cellcom, has launched an ad-funded mobile games service based upon innerActive's technology. The service, which is available via Cellcom's portal, offers the subscribers free games downloads, sponsored by top brands such as: Nokia, McDonalds, Diadora, Samsung, Adidas and Walt Disney.

The ads are dynamically injected into the games as Product Placement, and appear at different media areas within the game as part of the environment, using innerActive technology. Ads are also presented before the game starts and between levels. This is the first introduction of Performance-Based advertising over mobile devices, allowing the users to win prizes from the advertiser, according to their gaming progress. The prizes, which are sent as digital coupons to the client after his approval, may be redeemed at the point of sale or the reseller website, creating a new one-to-one Marketing Promotion.

"The audience response to the service so far, teaches us that this new advertising model will prosper only with relevant, non-intrusive ads insertion during the content usage. The client has always the choice wherever to pay for the content or get it free. What more, the client actually benefits twice from the campaign: a valued offer on the sponsor product or service along side with free mobile content," said innerActive's founders.

The campaigns were built by leading advertising agencies such as McCann Digital, Satchi&Satchi, BBDO and others, over innerActive's Web Campaign Manage - the InFlare. Campaigns are targeted and segmented in real time according to user profiles, and generated upon users' behavior and responses.