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First Investments into Mobile Commercials and Automation Technologies

Actionality, an emerging leader of automated in-game advertising and marketing solutions for the mobile market, announces that it has secured seed financing from Doughty Hanson Technology Ventures.

Established in April 2005 by Scott Cullinane, Matthias Kunze and Thomas Lopatic, Actionality is an innovative technology provider within the mobile marketing industry.

Scott Cullinane, Actionality's Chief Executive, said:
'Actionality provides mobile game publishers, media agencies and consumer brands across Europe and Asia with the cost-effective solutions required to brand and advertise within mobile games. Our technologies automate what has traditionally been a very costly and labour-intensive content customisation process for our customers, and our 'mobile commercial' format provides advertisers with a consistent, familiar and feature-rich medium with which they can entertain and interact with their target audience.'

Thomas Lopatic, the company's CTO, explains:
'We have simplified in-game branding and advertising into a one-click process. After uploading a mobile commercial into Actionality's AdFlex™ Platform, an advertiser can have it automatically inserted into any mobile game. Manual content customisation efforts are finally a thing of the past.'

Actionality has attracted substantial interest and acceptance from brands, media agencies, game publishers and mobile operators across Europe and Asia. The market for mobile advertising is estimated to be worth $1.26 billion dollars, according to Ovum, a market research firm.

Stefan Tirtey, Doughty Hanson Technology Ventures, said:
'Actionality has created a truly disruptive technology and applied it to a large emerging market - advertising on mobile phones. With Actionality, all the ingredients are in place for mobile marketing to become a significant business.'

George Powlick, Managing Director, Doughty Hanson Technology Ventures, said:
'We are encouraged by the market response to Actionality's mobile advertising solution. It will enable Actionality to raise its next round of financing and speed its entry into the North American markets within the next six to nine months.'

Publisher Contact Information:

Gainsborough Communications
+ 44 (0) 20 7190 1704

Company profile of Actionality
Past press releases of Actionality.


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