Called the “Red Carpet,” the mobile marketing program was designed to give entertainment studios and marketing agencies a leg up on product launches.

The Red Carpet program offers advertisers custom mobile content downloads, exposure to Myxer’s online community of 12 million users (primarily 15 to 28 year olds) and a set of customized widgets that enable viral distribution of their mobile content on any Web site or social media property.

“To promote The CW’s new Fall season, our top priority is to reach our media savvy young adult viewers on every platform available in a way that is impactful and relevant to them,” said Rick Haskins, executive vice president, marketing, the CW. “Myxer’s integrated Web-to-mobile solution allows us to easily get our marketing messages in front of their more than 12 million users as well as drive visitors to cwtv.com.”

In recent months, Myxer has worked with dozens of advertisers to incorporate elements of their Web-to-mobile platform into their overall campaigns, including McDonalds, NBC, Universal Pictures, U.S.
Army, Warner Home Entertainment and blues musician prodigy Joe Bonamassa (Billboard’s #1 Blues artist).

“We’re basically giving them a crystal ball so they can see what the inventory looks like and predict supply and demand,” Joelle Gropper Kaufman, Adify’s vice president of marketing and media operations, told ADOTAS. “There are now 120 vertical ad networks growing on Adify. Often, advertisers want to reach a unique audience, and this enables them to do that and forecast the results they’ll get.”

The forecasting module has several algorithms that address the variability in inventory levels that often occurs in vertical ad networks. Adify created the module in response to advertisers’ demands for increased reach into the long tail of the Web as more and more consumers dive into a constantly shifting and growing array of niche Web sites.

“Many advertisers want really tight, sophisticated geo-targeting,” Kaufman explained. “With our system, we can tell them exactly how many moms in Reno, NV, can be targeted with their ad – and while we can’t come up with more moms in Reno, we can show them how if we open it up to parents or women, how many more people will be see the ad.”

The three components of the forecasting model are: ad network forecasting (customized reports that identify gaps in supply and demand and forecast inventory based on ad size, location, type); site forecasting (reports on projected Web site impressions); campaign forecasting (predictions of how many impressions will be required for success).

Adify is an independent, wholly owned subsidiary of Cox TMI.

The move into interactive advertisers’ research and planning domain underlines Google’s new investment in and commitment to analytics and data management (just yesterday, the company unveiled Google Trends for Websites).

AdPlanner was created to help agencies locate desirable Web sites – it uses audience measurement and search engine data, along with research from third parties to precisely target desired demographics.

Established ad planning companies like Quantcast, comScore and Nielsen Online provide similar services.

The tool also provides data on related keyword searches, which could also help search-engine advertisers who want to fire up their ROI.

Check Google Trends out here.

The results on the site are mined from its own search info, third-party research and data from opt-in Webmasters and online users. The results clearly won’t be perfect and Google Trends is entering a crowded field of competitors, including Compete, Experian, comScore and Alexa.

Oddly, Google doesn’t provide trend info for its own sites, including YouTube and Google.com.

Passenger and Fox built the community for viewers aged between 18 and 49. Passenger provides a combination of social-networking, community-building and collaboration technologies in an intuitive and scalable platform that enhances customer experiences. With its software-as-a-service technology and suite of client services, Passenger is providing FOX with the ability to collaborate, build advocacy and apply analytical technologies in one single platform, the company said.

To kick off the community, FOX is planning to use the community’s feedback for suggestions in promoting fall programming. FOX has invited subscribers from its email marketing list to join its new community. The network will be looking for feedback on everything from brand-marketing, trailers for upcoming shows, plot direction in current shows and how the audience balances TV viewing and online habits.

In other network news, ABC, is loosening its white-knuckled grip on syndicated programs. Full episodes of audience favorites like “Lost” and “Desperate Housewives” will be accessible on Veoh.com, an independent video site. All shows will be free and advertising-supported.

Globlet will be part and parcel of Isobar’s iProspect, which specializes in search engine marketing. Isobar already has a presence in Thailand – the company acquired interactive advertising agency Digithais in 2005.