A recent JackMyers survey of nearly 500 teens aged 15 to 17 found that 37 percent report they frequently or occasionally view news and/or sports videos on their cell phones and 73.5 percent frequently or occasionally send text messages from their cell phone. Thirty-seven percent say they are likely to pay attention to video advertising on cell phones and 31 percent are likely to pay attention to text advertising on cell phones.
Isobar worked with a number of partners, including Veritalk for the voice technology, Neighborhood America for customized SMS text messages, and mobile ad-serving specialists AdMob, one of a handful of mobile ad companies that have raised millions of dollars from investors in recent months. To hit the demographic target, AdMob relied on data from M:Metric and put the ads on teen-heavy mobile carriers such as Burst, Virgin Mobile and T-Mobile, on devices popular with the group, and on mobile websites the sports-inclined among them tend to visit. AdMob VP for ad sales Tony Nethercutt says targeting for mobile has improved markedly from the days when, as with the early Web, “you had to go to great lengths to try to cobble together any reach. Once you narrow for the type of device and the carrier, you can get pretty good targeting” among about 30 to 40 million people in the U.S.,” he says.
Posted by emberuser 
