Released on: November 8, 2007, 2:11 pm

Press Release Author: iO Global

Industry: Advertising

Press Release Summary: Mobile content solutions provider aims to advance knowledge
of consumer response to integrated mobile-TV-PC strategies


Press Release Body: NEW YORK -iOT Global, a provider of integrated mobile content
solutions and a spin-off of British Telecommunications ventures program, is
launching a three-screen trial to measure the effectiveness of integrated
mobile-TV-PC marketing practices. For the first time, publishers, advertisers and
agencies and a mobile content solutions company are joining forces to establish a
framework for demonstrating ROI on three-screen marketing initiatives.

iO Global is partnering with several major media companies and advertisers to
deliver branded content to a sample of consumers. The trial will kick-off in
January, 2008. Participating publishers and advertising agencies will have access
to behavioral and purchasing data, as well as brand health measurements collected
during the trial.

"We understand the value of delivering personalized, branded consumer experiences on
the mobile device," said Bob DeSena, iO Global North America Managing Director. "One
of the key issues for advertisers interested in adding mobile to the marketing mix
has been the lack of strong metrics to gauge campaign effectiveness. The problem is
even more acute when it comes to strategies which are integrated across mobile- TV
and PC. The iO Global trial is designed to provide advertisers, agencies and media
companies with the critical information they need to fully leverage the power of
mobile in conjunction with TV and PC advertising."

The iO Global Three Screen Trial will include only opt-in participants to be divided
into test and control zones. Advertising campaigns during the trial will be
designed to include standard mobile marketing tactics such as banner ads, pre,
post-roll and in-stream videos, as well as SMS and pure content sponsorship. The
impact of different strategies will be measured by an independent research partner.


"Mobile marketing models prevalent today focus on retail transactions," said Martin
Knestrick, CEO of iO Global. "The opportunities to engage consumers with
personalized, relevant messages delivered on mobile devices, at the right times, are
significant. The iO Global Three Screen Trial will not only showcase the power of
mobile marketing, it will provide publishers and advertisers with the intelligence
necessary to gauge multi-platform campaign effectiveness and, ultimately,
demonstrate ROI."

iO Global's technology for managing and delivering content to mobile phones has been
successfully deployed by carriers in high-growth markets in Europe, the Middle East
and Africa (EMEA). In North America, the company is introducing new services for
media companies, advertisers and agencies that support next generation,
advertising-supported mobile content. iO Global's solution represents a significant
step towards the true integration of consumer experiences across three screens -
television, personal computer and mobile phone.

About iO Global
iO Global provides the software and services to enable network operators, media
brands and advertisers to collaborate in a trading model to personalize and monetize
their interactions with consumers. iO's Mobile Experience SolutionsT turn the mobile
device into the individual's "remote control" for using digital content and services
anytime, anyplace, anywhere. iO Global was created in May 2005 by BT and New Venture
Partners after five years of development in BT's Research Laboratories. For more
information, visit www.io-me.com.




Web Site: http://www.io-me.com

Contact Details: Media Contacts
In the Americas please contact Scott Yates at Largemouth Communications tel; +1
(919) 459-6452 / scott@largemouthpr.com
In Europe or Asia please contact Peppa Sheridan at Peptalk Communications tel: +44
(0) 1420 83206/ peppa@peptalkcommunications.co.uk