The AdLogic of Hovr

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"We offer different games to different ad partners," he said, explaining the benefits to advertisers. "We offer ad partners more opportunities, since they can target specific profiles. Via our network we can track how old you are and what handset you have. With this information, we can tell advertisers exactly who sees their ads, like if Budweiser wants to show ads to 21+ year olds. We also offer ads that don't interrupt the game. If gamers have to restart the game when it comes up, they're less likely to click on that ad. They can interact with ads all through our ad browser and continue on the game."

Floating up in space

The future looks bright for the New York-based Hovr, even if things are only just beginning for the mobile company. Establishing yourself in a field looking (and projected) to expand greatly in the future is a smart move, though. Besides, the company name sounds like a Motorola phone (Slvr, Rokr, Krzr) and those are popular, right?

"Ad supported content is absolutely necessary if there is to be mass adoption of mobile phones as a content delivery platform. After years of attempts, interactive advertising finally has a chance to succeed because of companies like Hovr, which is solving two critical problems. They address creating a seamless user experience by eliminating extra steps to download and view content, and they are offering far more precise demographic targeting, making their whole solution attractive to both users and advertisers," commented Christine Arrington Senior Analyst Acacia Research Group. "By 2011 71% of the installed base of handsets will have the capability of media playback. However, only 38% of those handsets will be actively using those media capabilities. Cost is a huge limiting factor. Subsidizing content will be the key to encouraging a larger percentage of media phone owners to actively use the features of their handsets. Tools to help content owners and advertisers defray the cost to consumers are critical in expanding mobile media usage."

"We are live, and are having games downloaded in over 150 countries and we're a social community, not just restricted by carrier or country," added Sawhney.

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