Israel : Pelephone Communications announced their plan to launch a pilot of the world’s first real time Video in Video Mobile Advertising. Media Layers’ SMART platform will enable Pelephone to offer its Mobile TV users attractive content price plans in exchange for their exposure to mobile video ads targeted at their specific profiles.

SMART’s unique, real time approach will enable Pelephone to present its subscribers with rich media ads before, during and after chosen content, either as an overlay, split video image, or other options optimizing the user experience. Furthermore, real time personalization will provide Pelephone’s subscribers with highly targeted, relevant and eventually valuable mobile ads.

Media Layers’ SMART solution provides operators with a comprehensive framework for managing the full advertising cycle, while maximizing the value of mobile ad space. Matching subscribers with highly relevant rich media ads – video clips, banners, search links and more – SMART produces a highly valuable, rich and compelling experience. With advanced automatic predictive analytics tools, it also ensures advertisers attain the highest ROI possible.

Ads for this pilot will be provided by Grey Interactive and Mobi -- two of Israel’s leading mobile and interactive advertising agencies. Participating will be some of the leading global and local consumer brands including Carlsberg, Pampers, Tuborg, Doritos by Strauss-Elite, EasyForex, Prigat and more.

Media Layers CEO, Noam Man-El, commented: “This pilot marks an exciting milestone for Media Layers, being the first -- together with Pelephone -- to demonstrate real time personalized Video in Video advertising over live mobile TV. We are honored to have been chosen to work in unison with a leader such as Pelephone, which re-iterates the innovation and leadership of our company's solutions in the emerging mobile advertising market.”

About Pelephone

Pelephone Communications Ltd. has pioneered the cellular sector in Israel. Since 2004 the company has been fully owned (100%) by Bezeq, the largest and leading telecommunications corporation in Israel.

Pelephone is the only cellular provider in Israel offering its customers a network based on CDMA digital technology. This technology enables customers to enjoy a wide range of advanced, value-added services and the highest voice quality. At the end of 2004, Pelephone launched its EVDO network, a 3G network enabling data downloading of up to 2.4 megabytes per second. Pelephone provides the most innovative value-added services in the mobile market based on leading-edge technological platforms. The value added services in Pelephone include a 3G portal and a WAP portal, voice-based services, AGPS location based services and many others.

About Media Layers

Media Layers is a world pioneer in real time, personalized, rich media mobile advertising. The company's SMART solution provides a one-stop-shop synchronizing players across the entire value chain – mobile operators, advertisers and content providers – enabling them to target users with highly relevant, valuable video and other rich media ads.

SMART’s end-to-end, 3-layered solution encompasses and manages Mobile Advertising’s 3 key elements – end users, advertising campaigns and rich media. SMART uniquely manages the entire advertising process in real time. Based on dynamic predictive modeling tools, it provides the most accurate targeting available and maximizes relevance and end-user value. This unique real time approach, combined with innovative video and rich media technology, provides an exciting, high-value user experience leading to new revenue streams for mobile operators and service providers, and superior ROI for advertisers and brands.