Ad firm L90 on Monday unveiled a wireless marketing solution
called L90|ToGo, a service based on the company’s ad serving technology
that lets businesses reach their customers on wireless devices.
Individuals sign up for the service by entering their personal preferences
on an L90 ToGo co-branded Web site. Then, these consumers can use the
wireless connection to order products and services from the business. The
business, in turn, can use the wireless relationship to send messages or
special offers to the subscriber.
“Due to the flexibility of adMonitor, most of the resources to serve and
track wireless ads already exist within our current technology. With an
increasing demand for wireless applications, we made a few adjustments to
adMonitor to create L90|ToGo,” said Frank Addante, chief technology officer
of L90 Inc.
“This service will provide a unique link between businesses and their most
valuable customers by placing the tools for personalized, two-way
communications right into the consumer’s hands. Consumers can tell the
business what they want — and when they want it. In turn, with our
adMonitor technology, businesses receive insightful profiles to help highly
personalize their marketing efforts.”
The service perhaps more resembles e-mail marketing than advertising, in
that subscribers must opt-in to receive the messages. Another key online
advertising element, thought to be very important for the medium’s
development, is missing here — geographic targeting.
