Apptera Launches New "Mobile Generation" Channel Enabling Advertisers to Engage Millions of Trend-Spreaders Each Month

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HeyCosmo & Tatango to Leverage Apptera's Voice & Visual Advertising Platform to Monetize their Calls

Apptera's new Mobile Generation Channel provides marketers the powerful ability to deliver relevant voice & visual ads to millions of young consumers, on one of their most personal possessions - their mobile phone

Apptera, the voice in mobile advertising, today announced the formation of its new "Mobile Generation" Advertising Channel on its award-winning MobileAd Xchangeâ„¢. This new channel will enable advertisers to reach a generation of consumer trend-spreaders on their mobile devices with the power of voice and visual ads. Arsenal Interactive and Tatango are the inaugural members of this channel. Each will use Apptera's voice and visual ad insertion technology along with its growing list of brand and direct response advertisers to monetize their phone calls.

Combined, these two companies generate more than 5 million calls per month, with over 75% of them from a mobile phone. These callers, which skew young (18 to 34), love to share their passions and plans with their friends and family, i.e. the trend-spreader demographic.

This new channel and these alliances build on Apptera's current successes with in-call media and mobile advertising provided to AOL's Moviefone,, AT&T's 1-800-YellowPages and other companies. Apptera's MobileAd Xchange has grown dramatically in the past several months and now totals over 10 million calls per month. As such, Apptera's network gives advertisers both broad reach and precision targeting while enabling publishers to monetize their phone channels and turn cost centers into new revenue streams and profits.

Their services include:

HeyCosmo: - Eliminates back-and-forth phone tag by enabling users to send free Voice SMS, and gather helpful input from them in real-time through simple customizable options and interactive polling. Example poll: 'Where should we meet for dinner tonight? Press 1 for Chili's, 2 for Bennigan's and 3 for Ming's Chinese.'

Tatango: Enables one-to-many voice, or text, mobile group communication. Example message: 'Team - because of the storm, today's soccer game has been rained out. Practice will be on Tuesday at 6pm as usual.'

"Apptera's new Mobile Generation Channel provides marketers the powerful ability to deliver relevant voice & visual ads to millions of young consumers, on one of their most personal possessions - their mobile phone," stated Henry Vogel, president and chief executive officer of Apptera. "Reaching this audience at the exact time they are making plans for an evening or planning their next social gathering is a golden moment for advertisers. These moments offer powerful branding opportunities as well as compelling direct response catalysts for advertisers to drive specific calls-to-action."

"HeyCosmo applies the same philosophy to social planning with friends, co-workers, and family - finally delivering what has been promised to us for years from the phone companies!" said James Im, chief executive officer of Arsenal Interactive, Inc. "With HeyCosmo, organizers know, in real-time who answered the call, listened to the message, and responded. Additionally, with our exclusive relationship with Apptera, we will be able to leverage Apptera's robust technology and growing network of leading brand and direct response advertisers to monetize our service and deliver valuable messages to our consumers. For instance, a group planning an overnight trip to Las Vegas can be given the option to hear specials on airfare, shows, restaurants, or clubs at the end of the call depending on the context of the message being delivered to the recipient."

"As more and more consumers rely on their mobile phone to manage their daily lives, Tatango gives them the ability to efficiently reach many people at once," stated Derek Johnson, founder and chief executive officer of Tatango. "By partnering with Apptera to dynamically insert a relevant ad into those calls, we can offer this service for free. We're excited to be part of this new mobile generation channel which will help us grow the usage of our service and help make a generation of mobile consumers more productive in their daily lives."

About HeyCosmo:
HeyCosmo SM, a service provided by Arsenal Interactive, Inc., mixes Social Networking, Web 2.0, Telephone and Location Based Services in free, fun, new, and powerful ways to make your life awesome! The company succeeded in rearranging traditional communications technology to provide a revolutionary social utility to change the way people communicate using the Telephone and Web to keep in touch with their friends and getting your errands done with a confirmation in 60 seconds or less. The company is headquartered in Mountain View, California. For more information, visit

About Tatango:
Tatango, Inc., was founded in 2007 to help connect groups through text and voice messaging. Available for any mobile phone, Tatango makes group text messaging simple, free and efficient. Tatango is funded by the Bellingham Angel Group, with headquarters just outside of Seattle, WA.

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 industries. Apptera's MobileAd Xchange delivers relevant in-call voice advertisements as well as follow-on visual content, such as SMS messages and MMS media including text, links to WAP sites, click-to-call capabilities, coupons, store directions, videos and more. Apptera has won six major industry honors in the past sixteen months including the 2008 OnMedia-100 "Mobile Marketing and Advertising" category winner and the 2008 Summit "Emerging Media Visionary Award." Members of the Mobile Ad Xchange and customers of Apptera's technology include AT&T's 1-800-YellowPages, AOL's Moviefone,, HeyCosmo, Tatango, SaveMart, Bank of America, 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, Los Angeles and New York. For additional information, visit


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January Machold

January Machold

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