Expanding beyond the wired Web, content delivery network Limelight Networks has launched a pair of new services for customizing and monetizing media on mobile devices. LimelightReach automatically
detects what type of mobile handset someone is using, allowing publishers to distribute content tailored to a variety of devices from video-capable feature phones to smartphones such as the iPhone and
Palm Pre.
The optimization technology can be used with Limelight's own content delivery service or with that of another CDN provider. The Tempe, AZ-based company also announced the
complementary LimelightAds, letting publishers place pre-, mid-, post-roll video and audio ads in mobile media.
The platform is compatible with major ad-serving services like DoubleClick DART and
Microsoft's Atlas and is designed for running ads in mobile applications and video games as well as video.
It allows publishers to change ads dynamically or rotate multiple campaigns and
advertisers within the same content category. The two new offerings from Limelight are based on technology the company acquired through its acquisition of Kiptronic in
May. The San Francisco-based company's publisher partners included NPR, Fox, The Guardian, Condé Nast, The Economist, and NBC.com.
The new services are aimed at capitalizing on
growing demand for mobile video and other media. "Consumer viewing habits are evolving rapidly with the expectation that media should be available not just at home, but on the go," said Bill
Loewenthal, vice president and general manager, mobility and monetization solutions, Limelight Networks, in a statement. "As a result, many of our customers are looking at aggressively expanding the
reach of their online media in the mobile arena."
While the proportion of mobile users who watch video on handsets remains small, Nielsen's Three Screen Report in May found that mobile video
users were watching three hours and 37 minutes a month -- a higher level than monthly Web video use (3 hours a month).