• by Joe Mandese  @mp_joemandese, February 4, 2011

Mobile ad platform Amobee Media Systems just announced a new performance-based model that integrates mobile campaigns with fixed out-of-home media.

The system, which can utilize SMS, Bluetooth or Wi-Fi tied to create an interactive backchannel for out-of-home media campaigns, is proximity-based and utilizes a pay-for-performance model that charges advertisers only when a mobile user interacts with the medium in that location.

Amobee did not disclose what kind of coverage the new system has, but said the model was similar to online performance-based advertising models, such as paid search campaigns.

"Whether a billboard in a subway, a sign at a bus stop, or a poster in the lobby of a movie theater, a mobile user, depending on mobile device, could text a special keyword to receive information or download videos and applications instantly," the company stated.

The Redwood City, CA-based company is backed by some big Silicon Valley VCs and includes Motorola, Cisco and leading operators Vodafone and Telefónica among its strategic investors.