SinglePoint has launched a new ad insertion platform for mobile media campaigns, delivering ads through interactive Television programs.

SinglePoint's SingleBrand can push advertisements directly through interactive television programs. The platform helps advertisers reach out to targeted consumers and provides reporting metrics on campaign success.

"We have been facilitating all the interactivity between television programs and their viewers," said Rich Begert, president/CEO of SinglePoint, Bellevue, WA. "We can develop large volumes of traffic - 60 million texts and responses to a call-of-action that was made by broadcasters."

One program currently in discussion with SinglePoint is NBC's Top Chef, a TV show that asks viewers to text in their votes regarding who the best contestant is.

SinglePoint's SingleBrand inserts ads directly into the text message.

So, if you're watching a program that asks you to participate, you pull your phone out and send a text, as a response to that show's particular cal to action.

At this point, SingleBrand informs the participant that standard rates apply and this message contains an advertisement at the bottom and can link to a WAP site for that brand.

"So really this is about exposing the inventory of networks so they can see what's available on a regular basis from the targeted messages we have," Mr. Begert said.

SingleBrand provides a platform with which advertisers can insert advertising into existing mobile interactive TV campaigns delivered by SinglePoint.

SingleBrand's ad-insertion platform allows advertisers to deliver direct response campaigns such as click-to-call, click-to-link, and click-to-SMS.

The platform can also be integrated with third-party campaign creation and advertiser management services, to support applications such as ticketing and coupons, video streaming and content download.

Additionally, the service offers customer targeting for advertisers, and time and location-sensitive campaigns.

SinglePoint works in partnership with entertainment, media companies, brand managers, advertising agencies and mobile networks.

Current media partners include VH1, MTV, CMT, BET, Bravo, Oxygen, SciFi, CNBC, MSNBC, Telemundo, USA Network, The CW and Fox Networks.

The full suite of offered services include TV, Web and Radio voting and polling, text2screen, text and multimedia message ad insertion, advertising video overlay, ticketing/coupons, video streaming and download, billing, reporting and analytics.

"The opportunity it will generate is that there aren't even people aware of the volume of traffic, so it's creating better visibility," Mr. Begert said.

Mr. Begert also said this is geared towards a mobile-savvy, actively engaged consumer who advertisers can reach instantly, directly on their mobile phone. This mobile inventory gives brands a new and personal way to engage with consumers on the device they carry with them day and night.

"In addition it's much more targeted than people are used to seeing with mobile marketing, so the demographics associated with Project Runway are much different than that of the Kentucky Derby, so we have the opportunity to really provide a much more targeted message," he said.