SCOTTSDALE, Ariz.-The packed mobile search playground got even more crowded as digital marketing company iCrossing Inc. unveiled a new business unit.
The company launched mCrossing, which it said will use text messaging and wireless search results to deliver advertising campaigns on wireless phones. ICrossing said it plans to use location technology and e-commerce services to deliver proximity-based ads. The company also plans to allow users to browse catalogs and track orders over their cell phones.
Advertising campaigns will also be built into wireless search results, the company said, using mobile content and natural search rankings. Other players in the red-hot mobile search space include Internet giants Google Inc. and Yahoo Inc., InfoSpace Inc. and pure-play startups including 4INFO and JumpTap Inc.
“The launch of mCrossing establishes our mobile search presence and helps to solidify iCrossing’s mission to drive the future of advertising,” said Jeffrey Herzog, chief executive officer of iCrossing. “Mobile is a natural progression for the search space and advertisers are evaluating how best to engage with consumers.”
