Company™, today announced the launch of MAX, its Mobile Advertising Xtension platform. MAX enables mobile operators, device manufacturers and third party mobile application developer networks to extend mobile advertising beyond mobile Web sites into the 'offline' pages found within downloadable mobile applications and device idle screens.

"Currently, there are four dominant methods to deliver content to the mobile device: messaging, the mobile Web, mobile video, and downloadable applications," said Chetan Sharma, analyst and co-author of the book Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market. "To date much of the emphasis for mobile advertising has been focused on messaging and the mobile Web because tracking impressions is relatively easy for these modes. However, recent initiatives like Google's Android, the iPhone SDK, and Yahoo! and AOL's mobile platforms are spurring interest in mobile application development with built in mobile advertising capability. Developers are going to be looking for easy ways to monetize these new applications and mobile advertising presents a compelling business model option."

Action Engine pioneered the technology for inserting, caching, rotating and tracking mobile advertisements within offline mobile application screens in 2005, and has launched ad-enabled applications for such brands as The Wall Street Journal, Sports Illustrated.com, MSNBC.com, and Golf.com. With MAX, Action Engine is now opening up its in-application ad-serving capabilities beyond the applications they build. This advancement makes it easy for any third party developer network to ad-enable their applications and for operators to place advertisements on offline device screens.

MAX consists of a robust server engine and an easy to use Software Development Kit (SDK). The SDK includes a suite of APIs that enable any third party to tap into the power of Action Engine's advertising server to generate advertising revenues from the applications they build.

Key features of MAX include: 

1. Offline Advertisement Insertion, Rotation and Tracking - MAX APIs let developers tap into Action Engine's rich database system and cache advertisements in offline device screens, rotate them on a scheduled basis, and track impressions even when no network connection is available. This ability to handle offline ad insertion and reporting eliminates the key hurdle stifling in-application and on-device advertising today.
   Ad Network Agnostic - MAX can integrate with any third party ad network, such as AOL (Third Screen Media/Platform A), Nokia (Enpocket), or Millennial Media, giving mobile operators, device manufacturers and developer networks the control and flexibility to choose advertisements from a variety of sources.
   Automated Device Detection - Using Action Engine's server technology, MAX APIs can auto-detect the type of device the consumer is using and serve up the appropriately sized ad for each phone.
   Click-through Action Support - MAX APIs make it easy for developers to support a variety of click-through actions within advertisements. Click-through actions include call the advertiser, text a message, open a Web site, or launch an application.
   Cross-platform Device Support - With over 700 different types of phones in market today, cross-platform device support is a critical component of any advertising strategy. Action Engine's MAX technology supports the insertion and tracking of advertisements in a variety of device types, including the iPhone as well as Java, BREW, RIM, Windows Mobile, and Symbian powered devices.

With the extension of advertising beyond the mobile Web into mobile application and idle screen advertising, MAX creates unprecedented advertising reach to wireless subscribers.

According to the Mobile Marketing Association Mobile Attitude & Usage Study, November 2007, the over 250 million wireless subscribers in the United States are using their wireless devices an average of 12 times each day. Using MAX, operators could deliver advertisements and messages to consumers on their device screen each time they pick up their phone, serving upwards of 3 billion impressions per day in the U.S. market alone. This represents an exponential increase over the 20 million mobile advertising impressions that are currently delivered per day worldwide and translates to over $10 billion dollars in increased mobile advertising revenues in the future.

"Action Engine's unique knowledge and experience in mobile applications is a core reason that they are one of our key partners," said Stan Little, Sr. Vice President of Marketing and Business Development, Movius. "From our experience with over 2,000 active deployments worldwide, we believe carriers will see the value that this type of network-agnostic mobile ad technology brings. MAX gives the control and flexibility mobile operators have been waiting for in mobile advertising solutions."

"Our customers are some of the best known brands in their markets and by using Action Engine's technology, these companies have been able to directly connect their brands to the consumers they care about," said Scott Silk, CEO, Action Engine. "MAX will now give third parties the ability to reach out to consumers in new and exciting ways, with the confidence of knowing they are leveraging market leading mobile advertising technology."

Action Engine will be demonstrating the MAX product in Booth #3264 at CTIA Wireless at the Las Vegas Convention Center, April 1-3, 2008.