Mobile advertising industry leaders have joined forces to help the relief efforts for those impacted by the earthquake in Haiti in the largest mobile fund-raising effort. AdMob, Eyeblaster, Jumptap, Microsoft Advertising, Millennial Media, Ringleader Digital and other networks were approached by mGive-Mobile Accord to develop the mobile advertising campaign designed to broaden the reach of the American Red Cross Haiti relief efforts via the organization’s text messaging mobile campaign.
These mobile partners donated their time and ad-serving fees to enable the campaign across multiple publisher sites that donated their inventory for the campaign. The publisher sites, including MSN Mobile, Hotmail, Windows Live Messenger Mobile and E! Online featured banner advertisements allowing consumers to click on the ad to learn more about how they can donate to the American Red Cross, and providing the number (Text “HAITI” 90999) to make a donation.

The mobile campaign was designed exclusively for the convenience of consumers to donate via their mobile phone.

“Through this targeted mobile advertising campaign, consumers are able to immediately act upon their will to donate via the same device they are using to keep up-to-date on the events in Haiti,” said Andrew Frank, research vice president at Gartner. “By providing consumers with a convenient avenue to donate to this cause, this campaign is aiding in the relief effort via a medium that continues to grow as the dominant avenue when accessing the Web.”

The mobile advertising campaign is currently underway and will run over the next several weeks. This timeframe will provide consumers with the opportunity to continue to help donate to those impacted by the disaster.