Third Screen Media Network Gets Game

  |  May 29, 2007   |  Comments

Third Screen Media continues to sign additional publishers to its mobile ad network in the wake of its agreement to be bought by AOL's

Third Screen Media added free mobile game publisher Hovr to its mobile advertising network. The new publisher enhances the network's reach into the youth demographic.

Hovr launched in February as a free ad-enabled mobile gaming network with social elements. Initially, it sold its own ad inventory including full-screen and pre- and post-game dynamic interstitial ads.

Under the partnership, Third Screen Media will sell and manage the ads, though Hovr plans to run the ads from its own servers. Third Screen Media will get reporting data to share with advertisers.

Hovr is the first game provider to sell ads through Third Screen Media's network. Third Screen's MADX platform is capable of handling games and other applications, but the media presents challenges for dynamically serving ads.

"With applications, they are not always connected to the network, they have a cache of ads," said Jeff Janer, CMO at Third Screen Media.

While Hovr has both game and social media, ads will primarily run in the games. "The social networking is interesting... and there is a lot of inventory," said Janer. "But when someone is in a community chat session, [he is] not as liable to want to go check out an ad."

Typically mobile games are offered for sale on-deck for a flat fee or by subscription, though free, ad-supported options exist. Its relationship with Hovr puts Third Screen into competition with mobile gaming network Greystripe. Janer said the deal "signifies emerging adoption of an ad-supported model across mobile."

It's business as usual at Third Screen Media following the recent news of its pending acquisition by AOL's Janer said, "We are going to keep doing what we're doing."

Talks with new publishers and advertisers alike have not slowed during the consideration period. After the deal closes and integration is completed, the newly-acquired mobile subsidiary hopes to tap into AOL's large sales force and become part of integrated ad deals.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.


Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.



Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?


    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora,, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...