Mobile Theory’s Overpass Technology Enables Mobile Advertising For Publishers Without a Mobile Website

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Patent-pending ad unit solves mobile monetization challenge for the 153 million sites without a mobile-optimized site.

Mobile ads with Overpass vs. without Overpass

Overpass enables mobile ads on non-optimized websites

Overpass empowers all publishers without mobile-optimized sites to create ads on the fly and capture the potential for mobile ad revenue, literally overnight.

Mobile Theory, the mobile ad network built for brands, announces “Overpass,” a patent-pending technology that enables mobile advertising on websites intended for desktop viewing. Overpass provides publishers a fast and affordable solution for immediately monetizing mobile traffic, regardless of whether their site is optimized for mobile devices.

Visits from a mobile device account for over 10% of overall pageviews to standard websites; in fact, mobile consumption is predicted to surpass desktop viewing in the next two years, according to Internet industry leader, Mary Meeker. Mobile Theory’s Overpass technology is for publishers that want to capitalize on this growing trend without dedicating the time, budget, and resources required to develop a mobile website or app.

“When a user visits a standard website on their mobile device, the ads don’t display correctly, if at all. This is a big problem for advertisers that we are solving with Overpass,” says Scott Swanson, CEO of Mobile Theory. “Overpass empowers all publishers without mobile-optimized sites to create ads on the fly and capture the potential for mobile ad revenue, literally overnight.”

From a design perspective, Overpass functions as an overlay ad unit and is programmed to be more persistent than traditional mobile banner ads, with up to two minutes of display time rather than a few seconds. This persistence results in a higher click-through rate (CTR) – Mobile Theory reports 64-68% higher CTR on Overpass ads compared to standard network benchmarks. Consequently, the market response has been positive:

“With the launch of VentureBeat’s new iPhone app, we enabled Overpass on our standard website to both help monetize our mobile traffic and promote usage of our new app. The results have been fantastic - we’re seeing strong CPMs from Mobile Theory, in addition to a click-through rate of over 1.5% on the house ad promoting our iPhone app.” - Garret McCullum, Marketing & Ad Operations Manager, VentureBeat

"Overpass technology has allowed us to enable advertising for the tens of thousands of users who visit Lifescript on mobile devices each day. Building a full mobile website is on our product roadmap, but the Overpass solution allows us to begin monetizing our substantial mobile traffic in the meantime." - Christian Pran, SVP of Sales, LifeScript

Recently employed by publishers and advertisers like Conoco Phillips, AutoDesk and Astra Zeneca, Overpass is now available nationwide. A demo unit can be viewed from an iPhone or Android smartphone via this link:

About Mobile Theory
Mobile Theory is the mobile ad network built for brand advertisers. Through an exclusive network of premium-quality mobile sites and apps, Mobile Theory enables the world's top agencies and brands, such as Microsoft, Chevrolet, Ford, Coca-Cola and Capital One, to deliver advertising campaigns that engage and immerse the mobile consumer. Reaching more than 60 million mobile users on over 300 mobile sites and apps, Mobile Theory serves up 2 billion impressions per month via rich media and stunning mobile ad executions.


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Natalia Garcia
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