Jamster, innerActive wrap ad-funded gaming trial

Ad-funded entertainment provider innerActive Smart Media and mobile content provider Jamster jointly announced the results of their recent U.K. consumer trial spotlighting mobile in-game advertising services. innerActive and Jamster reported an average click-through rate of 39 percent from the six-week trial, which offered users their choice of six free games in exchange for contextual, embedded advertising and promotions from brands like Adidas, Domino's Pizza and Calvin Klein. According to the firms, the ads changed within the games based on user behavior. "In an industry where only one in nine people who play a mobile game actually buy one, an ad-funded offering will spur consumer adoption and fuel consumption," said Jamster COO Lee Fenton in a prepared statement.

For more on the innerActive/Jamster trial:
- read this release