NeuStar is showcasing personalised and contextual mobile advertising embedded in its Instant Messaging (IM) solution. NeuStar's demonstration at GSMA Mobile World Congress 2008 shows innerActive Smart Media's ad-funded mobile entertainment channel embedded inside NeuStar's leading mobile IM application as part of its Interaction Framework (iFTM).

The solution will enable operators and brands to deliver "experience- based" and interactive advertising through a range of models, including toaster pop-up banners, product placement, and branded information services called "presence-enabled Ad Buddies" through the operator's mobile IM service.

Mobile IM is the platform to deliver all types of interactive content (video, text, music and gaming), and is a natural environment for direct, non- intrusive, and rich mobile advertising. It provides control and choice to the mobile user -- and operators and brands can now deliver a more personal and intuitive advertising experience.

Allen Scott, general manager at NeuStar Next Generation Messaging (NGM), said: "NeuStar understands mobile, and has created a solution which will revolutionise advertising. The mobile is part of someone's personal space, and is completely different from the PC and the Internet. Mobile IM will provide premium real estate for advertisers to target 'mobile eyeballs' and for brands to create communities of consumers interested in specific products or services."

Developers can build new or add value to existing services and capabilities in the knowledge that their service will be integrated into a framework that can be accessed by more than 300 million mobile users worldwide through NeuStar's existing mobile IM solutions that are currently live.