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 -By Shahnaz Mahmud

 NEW YORK

 Interactive TV firm SinglePoint has launched what it believes tobe the first mobile ad insertion platform. Dubbed SingleBrand, theoffering is designed to retrieve and serve ads for interactiveshows on networks such as Bravo, NBC, MTV, Fox and the CW.

  "This is the first time that anybody has provided a vehicle forother ad networks to get exposure to messaging traffic availablefor ad insertion. The idea of what we are trying to do here isexpose all of the inventory that is eligible from our clients andmake that available to a variety of other ad networks," said RichBegert, president and CEO of SinglePoint.

  One mobile ad net that's signed up is RingLeader Digital.Discussions are underway with several others, Begert said.

  When viewers respond to calls to action -- for example, voting fortheir favorite performer via their mobile phones - they're served aconfirmation reply that also includes an ad message. Thus,SinglePoint's media and entertainment partners can generate revenueby providing advertisers access to viewers.

  Advertisers can use click-to-call, click-to-link and click-to-SMSon the platform.

  Begert noted that SingleBrand allows advertisers to more carefullytarget prospects, while consumers receive more relevant messages"so they are not just being bombarded with aimless types ofadvertising."

  U.S. mobile advertising revenue is expected to exceed $2 billion by2012, said Vikrant Gandhi, senior analyst at Frost & Sullivan."2008 is an exciting turning point for the industry, where mobileadvertising is actually becoming a line item for leading agenciesand brands. A greater participation of advertisers in the mobileopportunity is expected to be the prime growth driver."