Danoo Intros Interactive Mobile Ad Campaign

Danoo is expanding its digital location-based advertising to mobile phones.

The company specializes in delivering localized media through a Web-connected high-definition television at locations like coffeehouses, cafes, and airports. It will be adding downloadable mobile content to its network, and this will be delivered to devices via Wi-Fi or Bluetooth.

Users with their mobile phones set to "discoverable" would be prompted to download content when in a Danoo location. The company said it knows getting people to agree to this can be difficult, so it works with the advertisers to deliver compelling content that the user would want, like movie trailers, social gaming, or SMS call-to-actions.

Danoo recently beta-tested the mobile marketing strategy at a few locations with campaigns from ABC, Electronic Arts, and History, and it led to a net download rate of nearly 3% of total venue traffic. When it's rolled across its entire network, Danoo said advertisers could potentially see more than 200,000 downloads over a two-week campaign.

"In talking with marketers, we frequently hear they are looking for ways to create localized, one-to-one relationships with consumers," Aileen Lee, CEO of Danoo, said in a statement. "Seeing the results from these campaigns, it feels we've really hit on something -- we're delivering an experience that engages the mobile consumer in a grassroots, measurable way."

Mobile advertising and marketing has long been viewed as a medium with great potential due to the personal nature of the device, and it's increasingly drawing the attention of Google, Yahoo, and younger companies like AdMob and MediaLets. These companies primarily focus on ads for the mobile Web or mobile applications, and Danoo said it can carve out a market with its venue-based approach.

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