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Advertising - Monday, March 23, 2009

SmartReply Buys Mobile Advertising's mSnap, Which Focused on Radio Station biz

Irvine's SmartReply is buying San Francisco-based mSnap, which sells mobile advertising solutions. No financial terms were disclosed. mSnap had raised around $6M from First Round Capital and Partech International.

We believe the deal was a salvage play the netted investors some SmartReply stock but little else. mSnap made what we believe is a classic mistake as a startup in advertising by not hiring an a ad sales person or group. We think its always possible to get to profitability, even with just one ad sales person and at least it helps you to understand the market.

mSnap products include mVote, which enables on-air personalities to set up votes, sweepstakes, and trivia on the fly, and lets consumers interact from their cell phones. Another product is mTalk, which allows on-air personalities and program directors to build connections with mobile consumers and lets the clients text comments, shout-outs, requests, dedications, and questions directly to on-air personalities. Its mClub product lets radio program directors deliver content to mobile consumers' cell phones while mSong delivers song information to the audience.

mSnap Interactive founded as Boost Communications in 2004 and changed its name in 2005.

View - smartreply site
View - Msnap site