Ever since the debut of the first iPad two years ago, marketers have been jazzed about the potential of tablets as a new advertising platform. And not just to run banner ads or even mobile ads, but to run the kind of rich magazine or even TV-style ads that still command most of the advertising dollars spent. The tablet is the TV of this generation, says Jason Baptiste, CEO of the tablet publishing and advertising platform startup Onswipe. Its the beauty of print married to the scale of the Web.

Yet to date, revenues from advertising on tablets have been underwhelming, because marketers havent yet caught up to a medium that essentially didnt exist until a year or so ago. Because of the lack of standards that exist both in print and online, says Rex Briggs, CEO of the marketing analytics firm Marketing Evolution, mobile advertising especially on tablets is not getting its fair share of advertising dollars.

Today, however, we have the new iPad, due out March 16. And it could change the game. No, the new version isnt so radically different from its predecessors, so it wont single-handedly change the dynamics of the nascent market, at least not right away. But several features of this new model likely will help accelerate tablet advertising this year:

* Its got an even better screen. The comfortable size of the iPad screen, more or less magazine-sized but with a screen thats even better than your high-definition television, opens up even more possibilities for ad formats. Not just new ones, such as interactive ads or apps that are essentially ads. For the first time, traditional magazine ads and TV ads suddenly become compelling on a computing device. Baptiste says Onswipes analysis indicates that tablet ads, even if theyre essentially repurposed magazine ads, have up to 100 times the engagement of banner ads.

Advertisers can run rich, colorful brand ads in a way that never has worked well on the PC, because despite its name, its not very personal, or at least not cozy like an iPad you can touch. Theres simply a huge difference between an ad you have to click on to view or run and an ad you just have to tap on or swipe to see. And the format of tablet publications ensures that youll view ads more than you do on a PC screen no matter how big, because unlike most banner ads, they generally appear full-size on full page just like in a magazine.

So far, advertisers havent taken full advantage of the possibilities, as my analysis of the recent Sports Illustrated swimsuit issue demonstrated. But even the standard ads rendered in digital form are instantly familiar to readers, meaning theyre less likely to be ignored. Indeed, a study early last year found that purchase intent after viewing iPad ads was 59% higher than the print ad.

* Its faster. At least the new 4G versions will be, and the processor running the machines is twice as fast as well. Both are key, especially for new, more interactive ads that marketers are starting to deploy, sometimes as apps. Baptiste says that with the promise of a faster iPad, Onswipe has recently been asking publishers and advertisers to submit full high-resolution versions of print ads because now they will render fast enough on the iPad to load quickly enough that they wont annoy readers.

Whats more, video commercials become that much more possible without waiting for them to load, and that opens up more avenues for traditional brand storytelling. A number of advertisers are combining ads that can look like print but with a touch can play video like television, says Tony Nethercutt, North America general manager for the mobile ad network Mojiva.

Not least, the higher speed and bandwidth paves the way for even more interactive ads. So far, I havent seen really compelling examples, but again, thats because the popularity of tablets has taken marketers and their ad agencies by surprise. Theyre not sure what to do yet, so theyre holding back on spending on tablet ads. Thats a mistake, says Briggs: Marketers should be diving head-first into tablets, he says.

* It allows Apple to sell older iPads cheaper. The iPad 2, which will continue to be sold, now starts at just $399. (And iPads aside, lets not forget the $200 Kindle Fire, which has sold millions in a few months.) That may mean a lot more than any cool new feature, because it means a lot more tablets will end up in the hands of a wider range of people. In the end, the brand advertisers that still own the largest budgets in advertising are looking for large audiences. And already, the owners of Apples mobile devices, including iPads, is pretty sizable, at 172 million iOS devices solda stunning 62 million of them in the last three months of 2011 alone. If that accelerates, as seems sure to happen, marketers no longer will be able to ignore what is in all likelihood the next big ad medium.

Hearst Digital Media, a unit of Hearst Magazines, has tapped mobile brand-advertising platform Sprout, Laura Schooling, Hearst Digital Medias executivedirector of marketing services, confirmed. Hearst will use the Sprout platform to enhance its mobile and tablet ad units for the digital properties of brands including Marie Claire, Good Housekeeping, Cosmopolitan and Seventeen.

The partnership is designed to allow Hearst to enhance display ads for its brand advertisers on Hearsts mobile-optimized websites. As Hearst has moved aggressively into the mobile space, Schooling sees Sprout as a means for the company to offer advertisers ad units that can engage viewers as readily as Hearsts own branded content.

“Consumers are having a great experience regardless of the device they are consuming the content on, so we want to make sure from a marketing services perspective that all of our capabilities have that same flexibility,” Schooling said. She gave an example of an interactive ad that leveraged the built-in accelerometer of a mobile device.

To achieve this mobile flexibility, Hearst had to convert its websites to HTML5, a process the company began in Sept. 2011.

“With HTML5, we wanted to make sure that we were really aligning with a partner who could enable our ideas to be as easily transportable across devices as our content is,” Schooling said. “We didnt want to rely on a back-up image and a flat experience, we wanted to make sure as we were conceiving ad creative, that we could use the technology on mobile and tablet so that users will really stop and engage with the advertising.”

Because the industry around mobile advertising platforms is still a nascent space, Schooling said there were few vendor partners from which to choose. However, she added Sprout distinguished itself partly because its technology had similarities to Adobes platform, offering a familiar functionality to the ad designers.

Schooling also pointed to Sprouts lengthy experience in the mobile space, and recent purchase by InMobi, as reflective of the companys position as an industry leader in mobile.

Hearst has yet to launch a campaign using the Sprout platform, but they are currently pitching executions in market to advertisers.

Online advertising is not intended for mere mortals to understand.

It is not really a collection of advertisements, but more like dozens of algorithms that are woven together by even more complex algorithms with the goal of figuring out what we, as Web surfers, like, dont like or might like in the future and where and when and with whom.

Until now, the tracking and delivering of these ads has been directed to our desktops. Were starting to see that change. These fancy algorithms are increasingly starting to move toward the new frontier of digital advertising: mobile.

Last week, Twitter announced that it would soon begin presenting promoted Twitter messages to people on mobile devices. Facebook also announced a major push into mobile advertising, an area where the company has struggled to innovate and gain traction. On Tuesday, Lars Albright, who helped Apple step into mobile ads, announced his own mobile advertising venture, too.

What are all of these companies doing? Chasing the money, of course.

According to a recent survey by eMarketer, a research firm, mobile advertising in the United States has grown rapidly over the last year and is expected to continue on this trajectory. EMarketer says that advertisers spent $1.45 billion on mobile ads in the United States last year, up 89 percent from $769.6 million in 2010. In 2012, the research firm estimates, mobile ad spending will grow another 80 percent to $2.61 billion.

One factor that is helping mobile ads grow is the additional data and information that is available to advertisers. Just like the printed circulars in your local supermarket, mobile advertising can be delivered to people based on their location. The data doesnt stop there, of course. Sift in time of day, the type of device youre on and your previous spending habits, and those mobile ads will make the popups on your computer feel like, well, an ad in an old print circular.

Of course there are a lot of challenges ahead as marketers continue to sidestep into mobile advertising. Chief among them is the size of the screen — how creative can you be with an ad that is 2 by 4 inches? Or as my colleague Jenna Wortham wrote last month, Facebook is not the only company struggling to translate the success of its Web site to mobile devices, where screen space is at a premium and people have little patience for clutter or slow loading times.

And theres the Creepy Factor. People are already worried about the amount of data companies have on them. With mobile, having an ad gloat that it knows your location  could give advertisers a difficult balancing act.

Alexis Madrigal, a senior editor at The Atlantic, recently explored how many ads tracked him online in a 36-hour period. He found that Google, Microsoft, Facebook and more than 100 other companies followed him around the Web during this time. Mr. Madrigal noted that the Web sites you visit reshape themselves before you like a carnivorous school of fish, and this is only the beginning.

The beginning is right. It looks like those carnivorous fish are about to learn to walk on land, too.

Twitter launched an expansion of its mobile advertising system Tuesday, putting promoted tweets into the timelines of users accessing the service from mobile applications.

Users accessing Twitter from iPhone and Android apps have been able to search out promoted trends and tweets before, and promoted tweets have been appearing in timelines for users accessing the site from a mobile Web browser. But now those sponsored tweets will also show up in the timelines of users accessing Twitter via iPhone and Android apps.

The promoted tweets will appear in the timeline alongside all the other tweets the user sees. Sponsored tweets will also appear in the search and Who to Follow recommendations.

Twitter stressed that the advertisements would be relevant to each individual user.

The company didnt respond to our requests for further comment.

Cant Ignore Mobile

For a social network like Twitter that has a business model based almost entirely on advertising, the rapidly growing mobile space is a critical spot for the company to target.

They need to be monetizing every user, whether theyre accessing the site from a mobile device or a computer, Rob Enderle, principal analyst at Enderle Group told the E-Commerce Times. Its critical because without the money from ads they cant expand their services.

As more and more users begin to access social networks from smartphones, giants like Twitter and Facebook are clamoring for a bite of that ad revenue. Facebook is working on a new mobile ad plan as well, according to a Wednesday report from the Associated Press.

Internet advertising is a billion-dollar space, but its not everything, and Twitter is certainly going to have to figure out a way to get revenue from mobile devices, as well, Justin Barr, COO of Tapit Mobile Advertising, told the E-Commerce Times.

Privacy Concerns

Twitter says its making sure that sponsored tweets would be relevant to each user. The company can use public tweets, such as a user complaining about a Verizon contract, and counter it immediately with a promoted tweet from ATT (NYSE: T), for example.

Unlike some networks that might have to use more roundabout — or potentially illegal — ways to get that kind of consumer data, Twitter users make plenty of personal data public with their constant use of the service.

Twitter has a lot of behavioral data on users. Being able to take this behavioral data and immediately serve relevant Tweets, those ads can become more targeted, and thats a way that they can take a pretty big slice of that mobile pie, a slice that other mobile advertising competitors wont be able to do, said Barr.

Still, recent privacy concerns over mobile tracking and instances of security breaches and hacks have put some consumers on higher alert. However, Twitters generally young user base may work to its advantage in this regard.

The younger generation seems to be less concerned with privacy, and in the end willing to see the benefits more, said Enderle.

Since networks like Twitter are well aware of those concerns, they are also taking care to make sure the personalized Tweets are presented in a way that is more pleasing to consumers than many other more traditional forms of advertising.

Each one of these services has to use your personal information to serve up these tweets or ads. In the end, more people are seeing the benefits rather than the damage and enjoy theyre getting better ads and not getting calls at home. A lot is being done to make sure consumers are comfortable with their ads and the information isnt being misused. said Enderle.

The iPads third incarnation has arrived, with all the pretty bells and whistles consumers have come to expect. What does it mean for retailers? Some, like 1-800-Flowers, have been tweaking their mobile strategy since the 90s and the days of Crackberry addiction. If their prior aggressive mobile-web and app strategy is any indication, the flora empire will be taking a careful look at iPad usage and consumer behavior — and get right down to the business of making i-Money.

Who else will nail it?

Find out more about which retailers will thrive on the iPad and mobile hardware at Business Insiders Mobile Advertising Conference, taking place June 14, 2012 in New York. Big brands, as well as emerging innovators, will share insight on the best practices and opportunities in mobile advertising, including:

• Michael Bayle, SVP, ESPN Mobile
• Chris Golier, VP Mobile Products, NHL
• Chris McCann, President, 1-800-Flowers
• Dominique Nguyen, Director of Emerging Media, Bravo
• Jose Puente, Director Product Strategy Mobile, Autotrader.com
• And more announced on a rolling basis.

Tickets are on sale now for an early-bird rate.

Themes executives will address on the agenda include:

• Check Out These Awesome Branded Mobile Apps
• Finding Room To Partner: Where Advertising Fits Into Mobile Publishing
• QR Codes, NFC, Augmented Reality From Gimmicks To Ka-Ching!
• In-Content Ads: What Works?
• Mobile Gaming Is Huge. So How Can You Advertise Against It?

Follow @BI_Events for more updates and discounts. Want to sponsor, or pitch your brand to speak? Email events@businessinsider.com. See you in June!

SAN FRANCISCO, March 6, 2012/PRNewswire/ — At the 26th annual Game Developers Conference inside Moscone Center today, Tapjoy, Inc. (www.tapjoy.com), the mobile advertising and publishing platform, shared that its network has reached a total of more than 500 million devices since launching its mobile platform in 2010.#xA0; Recently named the Most Innovative Company in Gaming by Fast Company magazine, Tapjoy has experienced explosive growth over the past year, due in large part to the soaring popularity of free-to-play, virtual goods-based games.#xA0;

The mobile gaming market is experiencing extraordinary growth, and we are paying witness to one of the most exciting times in the industrys history, said Mihir Shah, CEO of Tapjoy. Wed like to think that Tapjoy has had a little something to do with that meteoric rise, but no true innovation would be possible without the groundbreaking new games being built by developers like the ones we are lucky enough to call our partners. We are honored to have so many great developers here in our booth at the GDC, and we look forward to sharing their stories.

Tapjoy also announced significant upgrades to Tapjoy.com, adding several new features and improved functionality designed to enhance mobile application discovery. The company also announced that more than 4 million users have created an account with the service since it first launched in November 2011.

The new upgrades include a revamped user interface that greatly enriches the overall experience. The site also features new social sharing and joint discovery tools that empower users to find relevant apps based on which apps their friends are using and what they think of those apps.

While at the conference, Tapjoy will discuss its role in the rise of the freemium gaming model and introduce several of its app developer partners to share their success stories in using Tapjoy to fuel app discovery, engagement and new revenue opportunities. Visit Tapjoy and developer partners including Cardboard Box, Crane Balls and Hothead Games in the conferences main expo hall at booth #1138.

Explosive GrowthIn the last three months alone, the Tapjoy platform has more than doubled in size, climbing from 35 million Monthly Active Users (defined as a unique person Tapjoy has delivered an ad to) to nearly 80 million Monthly Active Users. Meanwhile, its $5 million Android Fund has surpassed 130 publishers and 25 million users worldwide, making Tapjoy one of the largest international publisher platforms for mobile games.

Tapjoy has been an invaluable partner for us, said Sergio A. Bustamante II, Vice President and Executive Producer of Pixofactor Entertainment, whose strategy combat game Gaslight is part of the Tapjoy Android Fund. They really helped show us the path for how to monetize virtual goods, and theyve been a big part of our success. Their ad-supported payment option is extremely popular with our users, so its easy to see how they climbed to half a billion devices so quickly.

About TapjoyTapjoy is a mobile advertising and publishing platform whose unique Mobile Value Exchange#x2122; model allows users to select personalized advertisements with which to engage for virtual currency or premium content.#xA0; Tapjoy helps unlock mobile joy by empowering more than 500 million mobile users who choose to watch videos, subscribe to services, install applications and participate in other types of advertisements in exchange for virtual currency they can use in their favorite apps.#xA0; Tapjoys turnkey in-app advertising platform helps developers acquire cost-effective, high-value new users and monetize their applications, while its powerful advertising marketplace lets brand advertisers reach a global mobile audience spanning more than 10,000 applications. Tapjoy is backed by top-tier investors including JPMorgan Asset Management, Rho Ventures, North Bridge Venture Partners, InterWest Partners and DE Shaw Ventures. Headquartered in San Francisco, the company also has offices in New York, Los Angeles, Chicago, Atlanta, London, Paris, Beijing, Seoul and Tokyo. For more information, please visit www.tapjoy.com.#xA0;

Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and trademarks mentioned are the property of their respective owners.

SOURCE Tapjoy

SEATTLE, WA, Mar 06, 2012 (MARKETWIRE via COMTEX) –
Zumobi, a leading mobile media company, today announced the Zumobi
Brand Integration (ZBi) platform, a rich media advertising
advancement that enables innovative mobile experiences through
holistic brand integration into apps. Developed by publishers for
publishers, Zumobi tapped into their extensive experience publishing
many of the most successful media apps to create ZBi in order to
provide more compelling brand experiences and drive meaningful
interactions with consumers on mobile and tablet devices.

“As an app publisher ourselves, we recognize how challenging it is to
integrate advertising into apps in a way that is both elegant and
effective for brand advertisers,” said Ken Willner, CEO of Zumobi.
“By bringing a more holistic approach with the ZBi platform, we are
addressing a major pain-point for publishers and providing
advertisers with brand experiences that can be so organic, they blur
the lines between content and advertising.”

With industry experts projecting the mobile ad market to reach $2.6
billion in the U.S. this year, media publishers are faced with the
challenge of creating meaningful connections with consumers through
both content and advertising. ZBi enables brands and publishers to
run mobile campaigns that are seamlessly integrated into the overall
content experience. With more than 60 apps published and 17 mobile
media patents filed, Zumobi developed the ZBi platform based on years
of industry experience. From the calculated timing and deliberate
sequencing of brand placements in an app, to immersive social
features like OneTouch Social sharing and user-generated content, ZBi
strikes a perfect balance between art and science.

“Brands are created through experiences and interactions, not just
advertising,” said Clark Kokich, Chairman of Razorfish. “In the
mobile world, these opportunities are endless and marketers must
leverage them to provide a real value to consumers. Zumobi has fully
embraced this philosophy with ZBi and created a platform that
delivers truly integrated brand experiences beyond simply
advertising. This is a real game changer for mobile.”

“Millions of people rely on the world-class brands in the Msnbc
Digital Network to get their news, and consider NBC News anchors
trusted friends,” said Charlie Tillinghast, President and Publisher
of the Msnbc Digital Network. “When consumers are on a first-name
basis with your brand, the mobile experience you’re delivering is
personal. When the content is premium, the ad experience has to
match. This new ZBi platform takes the advertising from passive to
interactive and relevant, and that enhances the entire mobile
experience for our brands, advertisers and consumers.”

Key features of the ZBi platform include:

— OneTouch Social for easily sharing content with social media circles
— Footprint allowing users to pin an ad experience they find interesting
to their home screen that can be dynamically updated by the advertiser
in real-time
— Photo UGC capabilities enabling brands to develop campaigns that
include integration with a user’s camera or photoroll
— Special Branded Content Sections offering an exciting opportunity for
brands to present unique content of interest to their target audiences
in the context of an app
— Measureable Results providing full metrics transparency and 3rd party
reporting
— Ease of Scalability with cross-platform support and user interactions

"Bonnier has continued to partner with Zumobi for one simple reason;
they understand the unique opportunities and challenges we face on
the publishing and advertising side," said Gregg Hano, SVP of
Bonnier's Technology Group. "The ZBi platform enables us to create
elegant mobile experiences for our advertisers that captivate rather
than distract our readers."

ZBi is currently available and supports the full spectrum of mobile
devices including iOS and Android platforms, tablets and smartphones.
Zumobi has partnered with top media brands such as msnbc.com, TODAY,
Popular Science, Motor Trend, Good Housekeeping, Sporting News and
TLC to publish mobile apps and leading advertisers such as Best Buy,
Bank of America, Ford, Disney, Pepsi, Kraft, JC Penney, Citibank and
Sprint have run campaigns through Zumobi. For more information about
ZBi, please visit
www.zumobi.com .

About Zumobi
Zumobi is a leading mobile media company that partners
with top media brands to publish applications and provide integrated
mobile advertising experiences on next-generation smartphones and
connected devices. Zumobi's portfolio of applications comprise The
Zumobi Network, a premium mobile app network that offers brand
advertisers a high-quality, transparent and brand safe environment to
showcase their brands and engage with their audiences. Through
Zumobi's Brand Integration (ZBi) rich media ad platform, the company
enables leading advertisers to truly connect with consumers in a way
that is highly immersive, yet organic to the app experience.

To learn more, visit
www.zumobi.com or follow Zumobi on Twitter
@Zumobi.

Contact:
Stephany Rochon
Barokas PR for Zumobi
Zumobi@barokas.com
(206) 264-8220

SOURCE: Zumobi

mailto:Zumobi@barokas.com

Copyright 2012 Marketwire, Inc., All rights reserved.

The transformation of mobile phones into wallets could come as early as this summer after the UKs three largest networks submitted plans to Brussels for a joint venture they hope will allow them to make money from the technology in Europe.

Vodafone, O2 and Everything Everywhere, which owns T-Mobile and Orange, have applied to the European commissionto form a company that would create a mobile wallet platform and an advertising sales house that could reach every subscriber on their networks.

The project is designed to pitch telecoms groups against the likes of Google, Apple and Facebook, with all of them hoping to use data mining – amassing detailed information on the finances, consumption habits, location and demographics of customers – to create new forms of highly targeted advertising and services.

If approved, the joint venture will benefit UK plc as a whole, the partners said in a statement. It will promote competition by bringing together the necessary scale to offer a credible alternative to the established online payments and advertising platforms offered by large US-based internet players.

Customers would be able to store debit and credit card details on their phones and pay for goods or transport either online via their mobile or by tapping the handset on a special reader at the till or ticket barrier, using Near Field Communication (NFC) technology.

They could also receive coupons from advertisers, sent to their phones and redeemed in shops and venues, in exchange for sharing personal information.

The joint venture, codenamed Project Oscar and announced last summer but until now stalled in negotiations between the partners and the commission, would be the first of its kind in Europe.

Project Oscar represents an attempt to shape the future of a key mobile technology, which is already being piloted in the United States, with Google Wallet having moved to a public trial late last year. Google had been hoping to bring its wallet to the UK this year, but has yet to do so.

The service will be open to all users on terms which do not discriminate between them and the companies funding the joint venture. The wallet technology will be open to any bank, to virtual mobile networks such as Virgin Mobile or Tesco Mobile, and to retailers and transport companies.

Companies will be charged a fee to use the service, but the owners will not levy commission on individual transactions such as card payments.

If approval is granted, the backers, which will own exactly a third of the venture each, are planning to launch their first services this summer. They will invest tens of millions in Oscar, forming a stand-alone business that would be based in London and create new jobs as well as absorbing staff from the partner companies.

The ECs competition directorate received the application on Monday night and has 25 days to either agree, require amendments or extend its investigation. The Office of Fair Trading could also ask for the application to be referred back to the UK.

It may be pressed to do so by 3, the smallest UK network, which has been left out of the joint venture. 3 has around 10% of UK mobile subscribers and was offered a stake in line with its market share before Christmas, but negotiations stalled. It has already complained about Oscar to the commission.

Stephen Lerner, regulatory affairs director at 3, said: The proposed joint venture should not be permitted in its current form. It will control and sell access to over 90% of UK mobile subscribers and their data thus allowing [the partners] to neatly do away with the inconvenience of competing with each other.

The use of confidential information is also likely to be a source of controversy. Google is already being challenged by European watchdogs over its newly revised privacy policy.

A spokesperson for the venture said consumer protection would be a matter for individual networks, because Oscar would not have a direct relationship with customers. It has no plans to issue privacy guidelines, such as whether customers will be automatically opted in to mobile advertising unless they actively reject it.

LONDON, March 7, 2012 — /PRNewswire/ –

LBS is a game-changer for a lot of businesses, and with the sharp uptake and rapid adoption of mobile marketing and m-commerce, its essential to stay ahead of the game. The Location Business Summit, Europe, being held on May 22-23 in Amsterdam will unite over 150 Senior Level Executives in the LBS and mobile marketing space.

Location enabled services – check-in, voucher redemption, local search and social networking apps – are rapidly coming of age. And while location based advertising is still in its infancy, it is predicted that mobile location based services revenue in Europe will grow from #x20AC;205 million in 2010 to #x20AC;435 million by 2016 (Berg).

With companies making big announcements around indoor location at MWC earlier this year, there is clear indication that things are moving at high speed within the industry. The opportunities that indoor location holds for companies across the spectrum, from global brands to device manufacturers and everyone in between has opened the floodgates.

With an agenda geared towards addressing the challenges of market opportunities, the 3^rd Annual Location Business Summit Europe will showcase the most significant case studies of location based marketing, indoor location and how m-commerce is being integrated into the consumer experience. Over two days, the summit will focus on turning a promising technology into a commercial force, looking at critical issues identified from the industry such as what exactly the brands are looking for, key areas for monetization of location and the raging social, local, mobile phase that the industry is in the midst of.

Headlining the conference will be a series of detailed case studies of what is working and what isnt from a brand and agency perspective, what some of the key movers and shakers around indoor location are up to and whether hyper-local really will be the way forward. Companies signed up for these presentations so far include Starbucks, Ogilvy, CSR, BBC, Qubulus, IndoorLBS, Orange, Vodafone, Microsoft, Google, LBMA, JiWire and more.

Organiser Naomi Hands, VP of TheWhereBusiness, outlined her vision for the conference in a recent interview. #xA0;The location industry is now progressing down the road to full market viability as the inherent advantages of mobile and online technology are being translated into commercial success, she said. #xA0;The time has now arrived where the community should take pride in their achievements so far, and formulate a roadmap for future success. #xA0;Anyone who is serious about LBS should therefore make sure they are in Amsterdam this May, when the crucial next step for the industry will be discussed and taken

More information on the 3^rd Location Business Summit Europe can be found at: http://bit.ly/thelocationsummit

About TheWhereBusiness:

TheWhereBusiness publishes news and events for those involved in the navigation and location ecosystem. Through high-end B2B conferences, we connect people across the industry, provide market leading intelligence and enable companies to capitalise on emerging business opportunities in location-based services, navigation, geo-web, tracking and mobile advertising; basically, anything that involves location, context or maps! Through continuous independent research with hundreds of companies and dedicated journalists, our news portal keeps you one step ahead of an industry in flux, and our events provide key networking forums for the industry.

Contact

Naomi Hands
VP North America
TheWhereBusiness
Tel: +44(0)207-375-7513
Toll Free: +1-800-814-3456 ext. 7513
naomi@thewherebusiness.com

SOURCE TheWhereBusiness

IRVINE, Calif., Mar 06, 2012 (BUSINESS WIRE) –
Boost Mobile is proud to announce the recent success in three different
categories for Boost Mobile Hispanic’s work in the advertising awards:
the ADDYs. Created and produced by Boost Mobile’s advertising agency of
record, iNSPIRE!, the wins included awards in the category of Consumer
Services with a Best of Show and Gold award for their spot Overlooked,
and a win in the Television category with a Bronze ADDY for their spot
titled Bop Bag.

The Dallas ADDYs had over 450 entries this year and it was the event
with the highest attendance in the club’s history. The event was held at
the new Omni Hotel in the heart of the city.

“We’ve been extremely happy to create this partnership with iNSPIRE! and
work with them for over three years,” Caralene Robinson, Boost Mobile
Vice-president said. “The Dallas ADDY recognition means the support from
the community for our creative work,” Robinson said.

Boost Mobile has taken home over five local ADDY awards for their work
with iNSPIRE! in the last three years, including Best of Show two out of
three times since 2009 when the brand was launched to the Hispanic
consumer.

Part of a campaign titled “Leaving Abuses” included Overlooked and
Bop Bag intending to leverage the rich emotional language
Hispanics use to describe their economic struggles and experiences with
wireless companies. The “Leaving Abuses” campaign reflected this angst
and frustration while also providing a refreshing message of empowerment
to inspire consumers to take a stand against abusive practices and make
the switch to Boost Mobile, a different kind of wireless company.

About the ADDYS

World’s largest advertising competition, founded in Florida in 1960 it
was adopted by the American Advertising Federation, a not-for-profit
industry association, as a national competition in 1968.

The ADDY Awards is unique among other advertising creative competitions
in that it is the only competition that includes three levels of
judging: local, regional, and national. Winning an ADDY at each level
qualifies the work to progress to the next higher level.

About Boost Mobile

Boost Mobile, one of Sprint’s award-winning prepaid brands, offers
wireless phones and services with no long-term contracts. Boost Mobile
redefines value for wireless consumers with its Monthly Unlimited with
Shrinkage no-contract service, where the longer you stay the less you
pay with on-time payments for unlimited voice, text messaging, Web,
email and calls to 411. Boost Mobile offers nationwide service on the
Nationwide Sprint Network, reaching more than 280 million people, and on
the Nextel National Network, reaching more than 278 million people, with
no activation or long-distance fees. Boost Mobile offers a selection of
quality handsets from LG, Motorola, Research In Motion (RIM), Samsung,
Sanyo and ZTE, ranging from entry-level to Android(TM) smartphone devices
available nationwide at nearly 20,000 major retail stores, including
Best Buy, RadioShack, Target, Family Dollar, Walgreens and Walmart,
Sprint retail stores, independent wireless dealer locations, and on HSN,
a leading TV home shopping network. Re-Boost(R) cards are available at
approximately 100,000 locations throughout the United States. Experience
Boost Mobile on the Web at Facebook and Twitter; and purchase products
at
www.boostmobile.com .

About iNSPIRE!

iNSPIRE! is an award-winning independent advertising agency that
specializes in connecting with the Latino consumer. Established in 1998,
iNSPIRE! is based in Dallas, Texas with 11 field offices across the
country. iNSPIRE! specializes in advertising, branding, creative,
digital, media planning and buying, sales metrics and consumer insights
research, and word-of-mouth marketing. Some of its clients include:
McDonald’s, Midas, Boost Mobile, Western Union, Mattress Giant, among
others. iNSPIRE! works tirelessly to drive change in consumer actions
through advertising and marketing mediums. For more information, visit
www.inspireculture.com .

SOURCE: Boost Mobile

Boost Mobile
Hector Galvan, 562-964-4120
Hector.Galvan@Sprint.com

Copyright Business Wire 2012