Didmo has annoucned that it is bringing it’s successful ad-based mobile content platform to the UK, US, Germany, and Spain (in case you were wondering, Didmo have been operating in Scandinavia up to now). Didmo’s model revolves around in-game advertising, of which the games are usable for 24hrs. Users only have to see 4 seconds of ads at the start of a game (and 4 secs at the end of a session, if they hang on I guess), which Didmo are saying means 500% higher click-through rates than WAP.
The DIDMO platform takes a publisher’s game, and the re-wraps it’s with advertising, which is only accessible for 24hrs (no word on how they are achieving this, but multiple options abound). Didmo say that is gives them the ability to deliver “advertising to users with a built-in campaign management system for advertisers, including real-time statistics on impressions, click-throughs, demographic data and more.” After 24 hours the user is given the option to purchase the game also.
The PR goes on to say that “…as of January 2008, the DIDMO application has achieved an impressive two million downloads with an average of 220,000 game downloads per month in Scandinavia alone and growing rapidly. By entering the US, Germany, Spain and UK markets, 3.5 million users are expected to be using DIDMO on a regular basis by August 2008.”
Comment: this looks like another channel by which ads are entering the mainstream of mobile content – expect to see more of this in the next 12 months.
[Via: Earth Times]