mywaves' Advertising Momentum Grows

SUNNYVALE, California, March 31 /PRNewswire/ --

- In Q1 Company Adds 20 New Clients Including Microsoft, Mini, Paramount 
Pictures, and Toyota, to Worldwide Advertiser Roster

- Also Launches New Production Group to Optimize Creative for Mobile 
Video Viewing

mywaves, the largest mobile video destination, today announced several
new advertising clients including Microsoft, Mini, Paramount Pictures, and
Toyota, tallying more than 20 new ad advertisers to the global mobile video
service since December, 2007. Additionally, following an in-house study
indicating that mobile video consumers aren't as tolerant of long-format
pre-roll advertisements on mobile devices, mywaves is also announcing the
formation of a new production group to optimize clients' creative assets for
the mywaves mobile video platform.

"mywaves offers brands one of the most engaged and largest mobile video
audiences, reaching more than 20 million mobile devices, and averaging 5
million monthly uniques, worldwide," said Rajeev Raman, CEO and founder at
mywaves. "In order for us to continue making our service enjoyable for
consumers and effective for our advertising partners, we remain dedicated to
monitoring all aspects of our service so we remain savvy to what works and
what doesn't work for both. With the combination of our reach, researching
and targeting capabilities, and variety of ad units to reach mobile
consumers, our video service has become a leading platform for mobile ad
delivery."

Advertising with Impact on mywaves

Beginning this week, mywaves will launch a CPM general awareness campaign
for Microsoft in India. The campaign will be geo-targeted to 4 million
consumers and will consist of animated banner ads that will be shown on the
mywaves mobile site to promote the MS Office New Day product line. This marks
the first time mywaves has partnered with WPP/Quasar in India, and will be
the start of several planned campaigns between mywaves and the agency in
Southeast Asia.

In mid-March, mywaves began a hybrid ad campaign to promote the new
Toyota Matrix. Two ad units used include both WAP banners and Toyota videos
running as 15-second pre-roll spots. The campaign will continue through the
end of April.

In early Q1, mywaves worked with a US targeted campaign for the Mini
brand to launch its new car model "Club Man." The campaign consisted of four,
15-second video spots, which ran as pre-rolls for select content on the
mywaves service. The duration of the campaign has lasted two months and is
expected to reach more than 1.5 Million views for Mini by the end of Q1.

"When we conceptualized the mobile components of the Mini and Toyota
campaigns, we knew using mywaves was the right mobile ad vehicle," said Brian
Cowley, CEO with Ad Infuse. "Their unparalleled user base and understanding
of what advertising works best in mobile video them the obvious choice. We
hope to work with mywaves on behalf of many more of our clients."

Study, Learn and Improve: New production unit maximizes current creative

In an effort to better support its growing client roster, mywaves
completed an in-house study to gauge user tolerance levels for different ad
units within the mobile video environment. Testing video ads from well-known
international brands, mywaves tracked viewing behavior when consumers came
upon 5, 15, and 30-second pre-roll spots. Abandonment rates dramatically
increased with 30-second spots. These findings, coupled with results from
several in-video ad campaigns, demonstrate that the shorter-form pre-roll
reigns supreme with mywaves users.

Many advertisers are looking to maximize their creative investment by
using the same ads they produced for their online and TV buys for their
mobile campaigns. To eliminate the costs of producing shorter-form spots,
mywaves is providing production assistance to help clients edit 30:second
brand spots or other existing creative assets to the shorter-form ad units
that perform better with the mywaves audience.

About mywaves Inc.

mywaves is the largest mobile video destination for consumers, attracting
over 5 million unique visitors monthly to its free mobile video service.
Consumers can browse through nearly 400,000 channels of professionally
programmed videos and have their favorites automatically updated and
delivered to their phones. Most users tune in to watch mywaves video weekly
with average viewing times of 24 minutes per session. The service works
globally across all 3G, EDGE, BREW and EV-DO carriers as well as most
video-capable mobile phones, including Palm, Windows Mobile, Symbian and RIM
based phones. Headquartered in Sunnyvale, Calif., mywaves is led by a team
from Yahoo!, Napster, Danger, Palm and TiVo. The company is funded by venture
capital firm, Menlo Ventures. For more information or to sign up for mywaves,
go to www.mywaves.com or from a mobile browser: www.mywaves.com/m.

Web site: http://www.mywaves.com/m