New Enterprise Software Makes Advertisers’ Websites Mobile-Friendly in 30 Days
Covario’s New Mobile Content Optimizing Solution Allows for Quick Launch of Mobile Sites in a Scalable Way
SAN DIEGO, CA (February 3, 2010) – Covario, the leader in software and services for search and display advertising for the Fortune 500, announced today at its annual customer conference – INFLECTIONPoint – that it is launching a new solution called Mobile Content Optimizer. Mobile Content Optimizer is part of the software suite that Covario acquired in January 2010 as part of its Netconcepts acquisition. This SaaS (Software as a Service) solution is used by more than 50 major advertisers to quickly develop and deliver optimized content for driving rankings on traditional desktop search for Google, Yahoo, and Bing. Now this same solution allows an advertiser to simultaneously deliver fast, highly optimized mobile pages so a brand can be presented on all major mobile devices – including the RIM Blackberry and Apple IPhone.
“Mobile is such a key aspect of the future of advertising,” says Brian Klais, GM & VP Product Management of Covario, “that it presents a huge opportunity for nearly all brands. The major barrier most companies face is executing the technical work to deliver mobile ready content in a fast and scalable way.” With Covario’s Mobile Content Optimizer, pages can be quickly developed using existing desktop content, configured for display on various mobile devices, and done in a highly scalable way leveraging Covario’s SaaS delivery methodology. “Our goal is to reduce the time it takes an advertiser to have a complete mobile web presence to less than 30 days,” commented Mr. Klais.
Mobile Content Optimizer leverages an advertiser’s existing website content and transforms it using a proprietary mobile device template manager to meet the presentation specifications of all major mobile devices. Covario uses this template manager to serve “optimized for mobile” pages to the mobile phone or device in real time for very large websites, without the need to redesign the pages or setup separate templates for mobile internally.
Mobile advertising is growing. According to Forrester Research, mobile advertising accounts for $561 million in advertising spend in the U.S. in 2010. However, it is also the fastest growing form of interactive advertising – with a 27% projected annualized growth rate through 2015. “While the U.S. lagged Asia and Europe in mobile, now everything has changed,” says Ian Fogg, analyst from Forrester. “The U.S. mobile market is no longer such a laggard, and most of the major recent mobile handset innovations have actually originated in North America with companies like Apple, Google and RIM. The Internet big-hitters like Amazon.com, AOL, eBay, Facebook, Google, Microsoft and Yahoo! are embracing mobile with multiple optimized-for-mobile offerings.”