March 02, 2011 08:00 ET

Velti Launches Global Mobile Media Exchange Designed to Transform Ad Buying

Platform Provides Public and Private Exchanges That Re-Imagine the Way Mobile Advertising Is Bought and Sold

DUBLIN, IRELAND and SAN FRANCISCO, CA--(Marketwire - March 2, 2011) - Velti (NASDAQ: VELT) (LSE: VEL), a leading global provider of mobile marketing and advertising technology, today announced the launch of the Velti mGage™ Marketplace, the world's first global mobile media exchange. Designed to provide advertising agencies, ad networks and brands with greater flexibility, transparency and optimization of mobile ad campaigns, the mGage Marketplace equally enables publishers to maximize revenue.

Addressing the mobile buying and selling needs of agencies, ad networks, demand side platforms and publishers, the mGage Marketplace consists of a number of exchanges, all leveraging the Velti mGage mobile marketing platform. Agencies can research, plan, execute, track and optimize mobile marketing campaigns from a central location based on the advanced analytic and reporting functionality. Brands are able to track buys from the first impression through post-click and compare how campaigns are performing across all media inventories. The mGage Marketplace includes:

  • Public Exchanges: These include the global ad exchange for mobile applications provided by Mobclix, which Velti acquired in 2010, and China's largest mobile advertising exchange, operated by CASEE, in which Velti is a strategic investor. The public exchanges match ad networks and agencies with more than 15,000 application and mobile web publishers in a real-time bidding environment. The combined monthly impressions total more than 11 billion.

  • Private Exchanges: White label exchanges create a private marketplace where agencies can work directly with tier one publishers and ad networks discreetly. Publishers, such as media companies and mobile carriers, may also create white label exchanges to privately sell inventory to a select list of agencies, ad networks and brands. More than 100 premium publishers have already integrated into mGage Marketplace private exchanges in order to transact with agency customers; Velti estimates more than 200 will be integrated before the end of 2011.

The mGage Marketplace offers targeted ad delivery based on relevancy, combined with streamlined campaign planning that enables media buyers to organize ad buys based on price, specific targets and level of transparency. This advanced planning is then supported with powerful analytics to allow for cross-platform, cross-inventory and end-to-end data, which allows targeted media to optimize post-click performance.

"We're very excited about the mGage Marketplace and the potential benefits for brands, ad networks and publishers around the world," said Krishna Subramanian, Mobclix co-founder. "Mobclix's mission has always been to help identify monetization channels within mobile advertising and we believe the mGage Marketplace is a unique and compelling offering for all audiences looking to develop, execute and monetize mobile ad campaigns."

Among the first agencies to establish a white label exchange within the Velti mGage Marketplace is Draftfcb, one of the world's largest integrated communications agencies with a network that spans 94 countries and employs more than 9,200 people. Draftfcb is leveraging the platform to plan, run and optimize campaigns in the US and China on behalf of leading global clients.

Patrick Moorhead, SVP, Group Managing Director - Mobile at Draftfcb Chicago, explains why the company has chosen Velti's mGage Marketplace, "We conducted an exhaustive evaluation of more than 20 leading mobile platform providers via a cross-functional committee representing account services, planning, UX, creative technology and executive leadership over a period of about three months. In our final evaluation, Velti was the clear choice for several reasons, but mostly because of the global footprint and intuitive and world-class tool set."

eMarketer recently issued a study that showed mobile ad spending would reach $1.1 billion in 2011. As this volume grows, companies will require scalable platforms where they can transact with far less complexity than currently exists in the mobile ecosystem.

Alex Moukas, CEO of Velti, said, "Based on our work with brands, agencies, media owners and operators across the globe, we realized there was a need for a marketplace where each component fundamental to the successful roll-out of a mobile marketing strategy could be bought, sold and managed. Whether it is a publisher looking to monetize its inventory without risking channel conflict, an agency looking to plan premium mobile buys with tier one properties, or a technology business looking to execute mobile programs and prospect for agency and brand customers, the Velti mGage Marketplace is the universal platform the industry has needed to realize the potential of this highly valuable channel."

About Velti
Velti is a leading global provider of mobile marketing and advertising technology and solutions that enable brands, advertising agencies, mobile operators and media to implement highly targeted, interactive and measurable campaigns by communicating with and engaging consumers via their mobile devices. The Velti platform, called Velti mGage™, allows customers to use mobile and traditional media to reach targeted consumers, engage the consumer through the mobile Internet and applications, convert them into customers and continue to actively manage the relationship through the mobile channel. In 2010, hundreds of brands, advertising agencies, mobile operators and media companies used the Velti platform to conduct thousands of campaigns. Velti has the ability to conduct campaigns in over 30 countries and reach more than 2.5 billion global consumers. Velti is a publicly-held corporation based in Jersey, and trades on the NASDAQ Global Select Market under the symbol VELT and the London Stock Exchange's AIM under the symbol VEL. For more information, visit

About Mobclix
Mobclix is the first open, real-time bid-based marketplace for mobile developers, advertisers, ad networks and agencies. It connects more than 25 online, video and mobile ad networks including Millennial Media, Jumptap, InMobi, Traffic Marketplace, Mojiva and Smaato. Mobclix serves and monetizes more than 3,280 ad requests per second or 8.5 billion ad requests per month through more than 15,000 mobile application developers who collectively have downloaded the Mobclix SDK more than 312,000 times.

CASEE (Cellphone Ads Serving E-Exchange) is China's largest mobile advertising marketplace. Founded in 2006, CASEE allows advertisers to reach their customers on the mobile Internet, and publishers to increase the value of their mobile sites through advertising. CASEE offers both advertisers and publishers the ability to target and personalize advertising in different provinces and cities. CASEE lets advertisers target by provinces, cities, phone brand, phone model, and user behavior, using self-serve web tools with transparent and robust reporting.

"Safe harbor" statement under the Private Securities Litigation Reform Act of 1995: This press release contains forward-looking statements regarding the benefits of the mGage Marketplace, the number of private exchanges expected to be integrated during the year and the expected growth in mobile ad spending. The achievement or success of the matters covered by such forward-looking statements involve risks, uncertainties and assumptions, and if any such risks or uncertainties materialize or if any of the assumptions prove incorrect, the company's results could differ materially from the results expressed or implied by the forward-looking statements we make. These risks and uncertainties include -- but are not limited to -- risks associated with our ability to achieve the benefits expected of the mGage Marketplace and integrate additional premium publishers into exchanges, to expand our customer base, achieve the benefits of our acquisitions, keep pace with technological and market developments and remain competitive against potential new entrants into our markets. Further information on these and other factors that could affect the company's results is included in our registration statement on Form F-1 filed with the Securities and Exchange Commission and in other filings we may make with the Securities and Exchange Commission from time to time.

Velti assumes no obligation and does not intend to update these forward-looking statements, except as required by law.

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