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Monday, October 23, 2023 3:29:47 PM

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My Screen Mobile Enters Three Billion Mobile Phone Advertising Market
June 21, 2007 09:00 ET
| Source: My Screen Mobile, Inc.

TORONTO, June 21, 2007 (PRIME NEWSWIRE) -- My Screen Mobile, Inc. (Pink Sheets:MYSL) announces its revolutionary marketing model aimed at every mobile phone in the world. Mobile phones currently outnumber TVs on a 2-to-1 basis and telephone landlines on a 3-to-1 basis, yet advertising on mobile devices is in its infancy with less than 2% of the global $600 billion ad spend entering the mobile world in 2006. My Screen is set to change this trend as advertisers seek to get attention of mobile users.

My Screen users must complete a quick demographic (gender, age, income bracket) form to fulfill their obligation to qualify as a My Screen user. Users will specifically choose their categories of interest for advertisers to market to them. This eliminates unwanted, non-relevant ads to users while assuring advertisers a specific targeted audience who will view each ad. Ads will appear at the end of each telephone call made or received by the user. Each time a paid advert is exposed on the My Screen users phone, that user will be compensated in cash via the proprietary My Screen E-wallet. Users will be able to transfer their credits monthly from their E-wallet to their carrier phone bill or to a prepaid My Screen MasterCard.

Advertisers no longer need to estimate what size of relevant audience their message is being exposed to, with the Paid Per Ad View (PPAV) model of My Screen, advertisers will now know exactly the audience demographic, the time of day the ad was viewed, click through to WAP pages if applicable, call through conversions, coupon redemptions and even geo-positioning targeting of prospective customers, all in real time. Advertisers can create campaigns online similar to Google Adwords and immediately after approval have the campaign begin to be displayed on their target audience locally or globally.

Users who become part of the My Screen universe are becoming selective media enterprises collecting part of the billions of dollars advertisers spend on TV, radio, newspapers, and the Internet yearly. "The division of power between the media monoliths and the end users who create the true value for every media enterprise is set to change with this model," says Terrence Rodrigues, CEO of My Screen. "Mainstream media would have no value if not for the individual viewers whose eyeballs are sold to advertisers daily," Rodrigues continued.

Mobile Marketing 2.0 has been the adoption and proliferation of banner advertising on mobile web pages. Although conversion rates initially have been promising less then 25% of mobile users surf the web via their device daily. Google, Microsoft, Yahoo and every large online media portal are entering the 2.0 medium aggressively to gain a foothold on the three billion user universe. While less the 25% of users surf the web and even NONE of those users are motivated to click on banners due to the slow speed of connections and minimal demographic targeting EVERY mobile user receives and makes calls daily! My Screen Mobile has started Mobile 3.0 with this next evolution.

My Screen first asks permission from the user, however, in response to saying yes that user is compensated for each and every paid ad that appears on their individual screen. While hundreds of millions are spent targeting banners on WAP pages that may never be seen, My Screen enables both the end user and the advertiser to enter into a mutually beneficial relationship.

ARPU (average revenue per user) of mobile phone users range from $5 to $60 per month globally. My Screen provides the world's first effective, targeted, non-intrusive means to help mobile users eliminate their phone bills each month. My Screen users are not carrier, country-, platform- or language-dependent, thus making My Screen a global marketing solution. With ARPU's ranging depending on country location, mobile users are valued between $2,000-$3,000 per user to the Telco's. Mobile penetration in North America has mobile operators fighting each other to steal customers as adoption reaches 75% of the population. My Screen is a solution for all users globally for a device that is the most popular communication tool in the world.

Additionally My Screen enables polling firms instant online real-time results from specific demographics to pertinent data. Users are paid per answer further reducing their mobile phone costs.

Media advertising exceeds $600 billion annually, however the average TV viewer is exposed to just 14 hours of TV per week across a wide variety of networks. Leisure Internet exposure (non-work hours) is 10 hours per week. The typical mobile phone user has their phone with them 14 hours a day, yet marketing to that device represents a little over 1% of the global media spend.

My Screen Mobile will be launching the beta phase of this next generation tool in Q3. Advertisers wishing to participate should contact the advertising department at, users wishing to become part of the beta launch are invited to pre-register at

This press release contains "forward-looking" statements within the meaning of Section 21A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934 as amended, and is subject to the safe harbors created thereby. Such statements involve certain risks and uncertainties associated with an emerging company. Actual results could differ materially from those projected in the forward-looking statements as a result of risk factors discussed in MyScreen Mobile reports that will be on file with the U.S. Securities and Exchange Commission.