Tribal Fusion Launches Industry’s First Fully Integrated Advertising Platform for iPhone and iPod Touch

LONDON -

- Company Announces Tribal Fusion Mobile to Effectively Deliver Premium Mobile Ads in Conjunction With Online and Offline Marketing Campaigns

Tribal Fusion(R), the digital marketing solutions company owned by Exponential Interactive, Inc.(R), today announced Tribal Fusion Mobile, the first mobile platform capable of serving rich media advertising directly to Apple iPhone and iPod Touch users and integrating mobile advertising efforts with online and offline marketing campaigns. The platform allows marketers to deliver ad placements directly into iPhone and iPod Touch applications, currently available to over a million influential and high-value users in the UK. This capability enables brand marketers to easily and effectively reach multiple channels through Tribal Fusion’s single platform.

Through a new partnership with Greystripe, the rich media mobile advertising network, Tribal Fusion Mobile offers fully integrated full screen, interstitial ads to help marketers deliver high impact brand experiences on the Apple iPhone and iPod Touch. The ads appear when users have selected a game or application, before the expected content is displayed, and include appropriately-placed pause prompts to guarantee recognition, even for users who choose to skip the ad. These high impact ads create high user engagement, generating up to a 4 percent clickthrough rate in past campaigns.

Using Tribal Fusion Mobile has already proved successful for the launch of two recent films in the UK. “The trial we did for Paramount’s launch of Transformers 2 allowed us to expand our campaign reach by targeting iPhone users through mobile network interactive ads,” said Justin Taylor, Managing Partner, MEC. “Not only is the iPhone expanding the available opportunities for mobile advertising, the results that Tribal Fusion delivered exceeded expectations.”

“The consumer appetite for more engaging experiences via the mobile channel is growing and we wanted to take advantage of that to target people on the move,” said Holly Meades, Online Planner and Buyer, BLM Quantum. “Tribal Fusion’s full-screen interstitial on their mobile network was perfect for the launch of Pathe’s Blood: The Last Vampire. It allowed us to hit both goals of reaching our target tech-savvy audience with a high impact and very visual creative, which was essential for this film.”

In contrast to other mobile advertising providers, Tribal Fusion Mobile ads adhere to Internet Advertising Bureau (IAB) specifications and standards, which helps advertisers use the same creative developed for online ads in the mobile environment, saving time and costs. Tribal Fusion Mobile makes it possible for advertisers to use standard banner ads and turn them into dynamic iPhone ads that incorporate the same metrics and tracking, helping advertisers consolidate reporting from multiple campaigns into a single source to gauge audience reach and ad effectiveness.

“Rich media and highly engaging content are what will ultimately win with mobile, and that’s why Tribal Fusion has partnered with Greystripe to provide advertisers with an integrated, cross platform solution to reach iPhone and iPod Touch users,” said Toby Gabriner, President of Tribal Fusion. “Tribal Fusion Mobile offers the right balance of innovation, depth of service, and broad international coverage to help our clients create the most effective campaigns possible for this valuable consumer base.”

“We are thrilled to be partnering with Tribal Fusion to provide a seamless mobile brand advertising solution that is 100 percent integrated with their clients’ online media purchase,” said Michael Chang, CEO of Greystripe. “The partnership is a natural fit and an important step in achieving Greystripe’s goal of offering mobile engagement to the largest national brands.”

“People’s lifestyles are changing because they can get more information on their mobile devices,” said Sean Crawford, Senior Director, International Strategy and Operations, Tribal Fusion. “With the success of the iPhone in the UK, advertisers need new ways to reach this valuable audience. Having the ability to easily integrate mobile advertising into their existing marketing strategies is key for our clients.”

About Tribal Fusion

Tribal Fusion is a digital marketing solutions company that drives superior results at all levels of the purchase funnel - from reaching the broadest possible audiences to getting brands in front of people that are already actively looking to buy a particular product or service. Tribal Fusion’s teams use their knowledge of “what works” to help brands capitalise on opportunities. From online to mobile, Tribal Fusion offers better solutions that drive greater results.

Tribal Fusion(R) is owned by Exponential Interactive, Inc. - a technology-driven media services company that delivers innovative products and services to meet the demands of advertisers and publishers. Additional information is available at www.tribalfusion.com and www.exponential.com

About Greystripe

Greystripe is the rich media mobile advertising network. Greystripe’s product suite enables brand advertisers to communicate their brand message with a unique mobile audience, publishers to gain advertising revenue by serving ads through their games, and consumers to play high-quality games for free.

Greystripe’s in-game advertising system is protected by a broad array of patents pending and currently serves ads into more than 900 game titles from over 300 publishers supporting over 1,400 handset models. Greystripe reaches millions of mobile game players by powering over 140 Catalog distribution partners, through its online portal GameJump.com, on the mobile Web at www.gamejump.com, and through the iPhone App Store. Greystripe was named an AlwaysOn OnMedia 100 winner in 2009, AlwaysOn Global 100 winner in 2008, Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006.

Media Contact: Emma Hedges Weber Shandwick for Tribal Fusion ehedges@webershandwick.com +44-20-7067-0512

Source: Tribal Fusion

Emma Hedges, Weber Shandwick for Tribal Fusion, +44–20-7067-0512, ehedges at webershandwick.com