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Release: Media Layers and Cellcom Sign a Multi-Year Contract for the Implementation of Mobile Advertising Solutions

Media Layers’ SMART system will enable Cellcom and Logia, which manages Cellcom’s content services, to present mobile users with personalized ads in various media – video clips, banners, links & more

Herzliya, israel – April 15, 2008 – Media Layers, the pioneer in rich-media mobile advertising solutions, and Cellcom, Israel’s leading mobile operator with over 3 million subscribers, announced today a multi-year contract for implementing Media Layers’ SMART solution for mobile advertising over Cellcom’s content services.

Media Layers’ SMART system was chosen by Cellcom and Logia and is already deployed in Cellcom’s network. Advertising over mobile video services will be launched in the coming days, and this will be expanded to additional content services and channels.

Adi Cohen, Cellcom’s VP Marketing, commented on the contract with Media Layers: “mobile advertising is still in its early phases, but we see its importance in addressing the need in the market for a broader variety of business models, and we consider it to be a substantial future growth engine”.

Kobi Marenko, Logia’s CEO, added: “mobile advertising is critical in turning mobile content services from a niche to a mass market offering. Media Layers’ SMART system provides an excellent infrastructure for this move. It addresses Cellcom’s and Logia’s needs in full, and creates a rich, relevant and effective experience for the mobile subscribers”.

Noam Man-El, Media Layers’ CEO, commented: “we are thrilled with the opportunity to work with Cellcom and Logia in building the next generation of mobile services. This contract is a substantial milestone for Media Layers, and strongly validates our product strategy – a cross-channels mobile advertising management solution based on a real-time approach, providing users with personalized and relevant ads”.

Media Layers’ SMART system is uniquely based on a real-time approach, enabling mobile operators and content providers to insert mobile ads into all content channels, with strong support for rich media – video clips, audio clips, banners and more. In video, the cutting edge of mobile content, SMART provides for ad insertion in multiple fashions – before, during or after viewing the chosen content; in a split screen; as an overlay (picture in picture); and in various other methods. Additionally, the matching of ads to the users is done in real time, thus presenting each and every user with relevant ads which are perceived as valuable and which lead to a high return on investment for the advertisers.

About Media Layers

Media Layers is a world pioneer in real time personalized, rich-media mobile advertising. The company’s SMART solution provides a “one-stop-shop” synchronizing players across the entire value chain – mobile operators, advertisers and content providers – enabling the targeting of users with highly personalized and rich media ads, creating an optimal user experience.

SMART, an end-to-end, 3-layered solution, encompasses mobile advertising’s 3 key elements – end users, advertising campaigns and rich media. SMART uniquely manages the entire advertising process in real time. Based on dynamic predictive modeling tools, it provides the most accurate targeting, while maximizing relevance and end-user value. This unique real time approach, combined with innovative video and rich media technology, provides an exciting, high-value user experience leading to new revenue streams for mobile operators and service providers and superior ROI for advertisers and brands.

About Cellcom

Cellcom Israel Ltd., established in 1994, is the leading Israeli cellular provider; Cellcom Israel provides its 3.073 million subscribers (as at December 31, 2007) with a broad range of value added services including cellular and landline telephony, roaming services for tourists in Israel and for its subscribers abroad and additional services in the areas of music, video, mobile office etc., based on Cellcom Israel’s technologically advanced infrastructure. The Company operates an HSPA 3.5 Generation network enabling the fastest high speed content transmission available in the world, in addition to GSM/GPRS/EDGE and TDMA networks. Cellcom Israel offers Israel’s broadest and largest customer service infrastructure including telephone customer service centers, retail stores, and service and sale centers, distributed nationwide. Cellcom Israel’s shares are traded both on the New York Stock Exchange (CEL) and the Tel Aviv Stock Exchange (CEL).

About Logia

Logia is a leading mobile content company located in Israel with activities in the USA, Europe and Asia. The company has developed a full suite of unique mobile applications that are marketed worldwide, and manages all content-related value-added services for Cellcom, Israel’s largest mobile operator with more than 3 million customers.

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