Apptera Wins "Visionary Award" for Innovation in Mobile Marketing

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Voice and Visual Mobile Advertising Company Nabs Highest Honor from Summit International Awards

Those involved in today's emerging media technologies are the leaders who are establishing tomorrow's avenues of advertising communications

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Apptera (http://www.apptera.com/index.php), the voice in mobile advertising, has been honored with the "Visionary Award" in the SMS/Mobile Marketing category from the 2008 Summit Emerging Media Awards (Summit EMA). The company received the Summit EMA's highest honor for its work with innovative marketing agency Ignited to deliver ground-breaking in-call advertising solutions on behalf of Universal Motion Pictures to promote the summer 2008 release of "The Incredible Hulk."

"We're honored that our voice and visual advertising network was recognized by Summit International's Summit EMA," said Henry Vogel, president and chief executive officer of Apptera. "As this is our fifth award (http://apptera.com/oops-we-did-it-again...1.html) in about 15 months, our mission to help marketers influence the purchase behavior of prospects is gaining traction."

Apptera's flagship MobileAd Xchange delivers contextual multimedia promotions to callers when they interact with speech-enabled applications, such Movietickets.com and AOL Moviefone. In this case, when callers sought showtime information for the movie "Iron Man," callers triggered the trailer promotion for "The Incredible Hulk," another Marvel Entertainment production. The ad (http://www.mobilemarketer.com/cms/news/messaging/1038.html) asked movie fans if they would like to receive an SMS reminder on their cell phones the day before the film arrived in theaters. More than 33% of moviegoers who opted to receive the reminder clicked to call back to hear showtimes or buy tickets to the movie during the opening week. When compared to a control group who did not hear the trailer promotion, these results delivered a 230% boost in movie-goers' purchase intent.

Apptera's in-call advertising ensures that advertisers' messages are heard by their target audiences and that callers receive further visual messages from a marketer, such as SMS messages, promotion codes, coupons, store locations or product information, and other click-to-call messaging, Vogel said. "This highly measurable and performance-oriented marketing is exactly what these times demand," he added.

Apptera's MobileAd Xchange now reaches an estimated 100 million callers a year with ads that can be targeted based on a caller's geography and buying preferences. The patented technology gives marketers a cost-effective way to reach the valuable "mobile trend-spreader" demographic of 15-34-year-olds and helps publishers boost revenues by monetizing their phone channel while enhancing the customer experience with contextually relevant messages.

"Those involved in today's emerging media technologies are the leaders who are establishing tomorrow's avenues of advertising communications," said Jocelyn Luciano, executive director for the Summit International Awards (SIA). "Most communication professionals recognize that established avenues of communication can be reliable and safe. Developing and engaging in emerging media technologies, along with creative messaging and market awareness, is often a difficult criterion which makes earning a Summit EMA a significant achievement."

The Summit EMA's 2008 competition included approximately 700 entries from more than 11 countries; only 12 percent of the entries earned recognition. The judges established three award distinctions: visionary, innovator and leader, with the visionary award, which Apptera won, claiming the highest echelon of recognition.

About SIA
The SIA is devoted to furthering excellence in the communications industry. It administers rigorous award competitions throughout the year with the goal of recognizing companies and individuals that do more than what is expected. Throughout its 15-year history, the organization has established itself as one of the premier arbiters of communication excellence. Companies and individuals from more than 50 countries across five continents participate annually in its awards programs.

Additional information about the Summit International Awards and its competitions is available at http://www.summitawards.com.

About Apptera
Apptera powers the world's leading voice and visual mobile ad network, generating revenue for leading players in the entertainment, communications, social media, financial services, retail and other industries.    Apptera's award winning MobileAd Xchange delivers relevant voice advertisements in-call as well as follow-on visual components, such as SMS messages and MMS coupons. Members of the Mobile Ad Xchange and customers of Apptera's technology include AT&T's 1-800-YellowPages, AOL's Moviefone, MovieTickets.com, Bank of America's ATM locator, SaveMart supermarkets, RadioShack, GSI Commerce, SayNow's social music service and many others. Privately funded by leading venture capital firms including Lightspeed Venture Partners, Alloy Ventures and Walden International, Apptera has a presence in San Bruno, CA, Hollywood, and New York City. For additional information, visit http://www.apptera.com.

Apptera, the Apptera logo, Apptera MobileAd Manager and Apptera MobileAd Xchange are registered trademarks, service marks or trademarks in the United States and/or in other countries. All other company names, product names, brands, or trademarks mentioned in this document are the property of their respective owners.

Apptera PR Contact:
January Machold, Blanc & Otus
(415) 856-5127

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