Opera to start mobile advertising

Credits to Opera software for image

Opera software, creators of the popular mobile-browser Opera Mini, announced today that they will start advertising their mobile browser using a new service which they call the "Open Mobile Ad Exchange". 

Similar to Ericsson's Admarket, the new Open Mobile Ad Exchange service is a cloud-based advertisement platform that works by embedding JavaScript into the web pages that Opera loads. Thankfully, they aren’t taking a note from Microsoft’s book and embedding ads on the interface itself; the ads will only appear on the page contents.

When CNET asked Opera Mini and Opera co-founder Jon Von Tetzchner how users may respond to seeing yet more advertisements, he said, "there will be ads where you're used to seeing ads," and added that "helping ad publishers make money on page views is the company's goal with this project."

The majority of the 66.5 million users that Opera claims to have, would agree that the mobile browser is a great tool, but strongly lacks advertisement. In January, Opera acquired California based mobile-advertising company AdMarvel, in a move to increase awareness of Opera Mini. In the press release, Lars Boilesen, Chief Executive Officer of Opera Software said, 

"In our fast-growing industry, mobile advertising represents an interesting long-term revenue opportunity. Every month, nearly 50 million people access the Web using Opera on their mobile phones and together with AdMarvel, we think we can play an important role in the evolution of mobile advertising."

CNET has reported that Opera has started to call its service, “a sort of network of ad networks because it's open to advertisers, agencies, and other ad networks.”

With Apple’s release of the iAD advertising solution for its iOS 4, and Ericsson’s announcement of Admarket, the race has just gotten more exciting. 

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14 Comments

LiquidSolstice said,
Would have wished they hadn't done this, but ay, development isn't free. At any rate, I don't really use the Mini version (for the sole reason of it not rendered Neowin Mobile properly)

There are other ways to make money (for instance, charging OEMs a license fee) and I think this is a big mistake for Opera. This strategy ensured their irrelevance on the desktop way back in the 90's so it's difficult to see why they would want to return to it for mobile devices.

"With Apple's release of the iAD advertising solution for its iOS 4, and Ericsson's announcement of Admarket, the race has just gotten more exciting."

I'm not sure "exciting" would be my choice of words in a race to give me more ads.

Wait?! Am I reading this right?

"...they will start advertising their mobile browser using a new service...

...that works by embedding JavaScript into the web pages that Opera loads."

So they're going to advertise Opera Mini using adverts in Opera Mini?!

_BeanZ_ said,
Wait?! Am I reading this right?

"...they will start advertising their mobile browser using a new service...

...that works by embedding JavaScript into the web pages that Opera loads."

So they're going to advertise Opera Mini using adverts in Opera Mini?!

HAHAHAHA I see your point - answers on a postcard please to Opera...............................LOL

_BeanZ_ said,
Wait?! Am I reading this right?

"...they will start advertising their mobile browser using a new service...

...that works by embedding JavaScript into the web pages that Opera loads."

So they're going to advertise Opera Mini using adverts in Opera Mini?!


No... and yes...
First: the adds will just be 'optimized' for Opera Mini (and other mobile browsers).
Seconcd: Publishers can embed some JavaScript in their webpages to reach an audience using Opera Mini or other browsers. So opera could use it to advertise opera mini on other browsers, but it is not their primarily objective ...
The 'press' article is found at: http://www.opera.com/press/releases/2010/10/05/

I loaded this onto my Captivate and un-installed it almost as fast. The zooming is really quirky. It loads way faster than the default browser but navigating it was more of a pain.

Glassed Silver said,
Time to go back to beta2 then I s'pose... >_>
And I was so happy about the slightly fresher UI in 5 rtm

darnit

Glassed Silver:win

Won't help. Their server processes all pages and will put in the ads, you're only going back to an older UI by downgrading.

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