If it happens in Vegas this week, it’s not staying there. Too much news to get out:
- Mobile technology provider Velti announced it worked on strategic campaigns for Wrigley’s and Western Union. For Wrigley’s Orbit gum, consumers text a unique code to enter a sweepstakes competition. They then take part in games with the overall goal to increase sales during the duration of the sweepstakes. For Western Union, Velti will use its messaging platform globally to update customers about special events and sweepstakes. Customers will be able to amass points and win prizes based on their frequency of Western Union transactions.
- Bango released benchmarking data from its analytics platform showing click through and conversion rates from mobile advertising campaigns. Though its analytics, Bango finds banner and text ads on mobile Web sites typically have a click through rate of 2 to 8 percent with a conversion rate of 2 to 5 percent, though on some networks conversion can be as high as 12 percent.
- AOL unveiled a WAP-based games portal at http://wap.aol.com/games. AOL partnered with Cellufun to provide games such as Call of the Pharaoh, Space Wars, and Ice Fishing, which will be available for free. Advertising inventory will be sold by Platform-A’s Third Screen Media.
- Fox Mobile Entertainment launched the Fox Entertainment Mobile Network. A wireless Internet portal as a single destination for everything the nextwork has to offer from Fox, FX, Speed, National Geographic Channel, Fox Reality Channel, and 30 other mobile Web sites with programming from shows including “The Simpsons,” “24,” “Family Guy,” “Nip/Tuck,” “NASCAR,” and “Dog Whisperer.” JumpTap signed on as the advertising provider, in a deal similar to the one announced with NBC.