SENNINGEBERG, Luxembourg – There’s money to be made from mobile adult content, and StarEdition wants to help its adult-content customers make it. That’s the fundamental reason the company—which began in 2007 serving both the web and mobile advertising markets—dropped the web side of its efforts in 2011 to focus on mobile only.

One of the most important concepts mobile content purveyors must learn about the mobile space, according to a company spokesman: The mobile web is more than just a desktop experience on a smaller screen. That’s a difficult notion to grasp, but a deep understanding of the issues involved is essential to monetizing content and traffic.

YNOT Europe: How does adult content fit into the mobile market?

StarEdition spokesman: Adult content performs very, very well on mobile devices, attracting everyone from fathers who are hiding quickly in the bathroom to young men who can’t afford a personal computer and check their phones late at night. Mobile devices are very adult-friendly—no matter the size of the screen—if users can have a hot sneak peak.

What makes mobile marketing different from web marketing?

Mobile is very different from web marketing in so many ways. First of all, there’s the device itself. The screen is smaller, and you bring it everywhere. The relationship the user has with his mobile device, too, is totally different. It’s more personal and intimate than using a computer.

Other important factors are that mobile phones are also used for other actions besides just surfing the web. Getting your device linked to a phone bill is pretty handy when you need to convert your audience.

What solutions does StarEdition offer for mobile advertising?

We want to respect publishers’ projects and goals for their websites. There is no magic solution that could fit to everyone who wants to monetize mobile users, so we have decided to build two different platforms.

The Mobidea mobile affiliate program is a flexible technology that webmasters and media buyers can use to plug their mobile users into a worldwide portfolio of high-quality offers. The Star-Advertising ad network is where advertisers and publishers can buy and sell mobile advertising spots.

StarEdition has developed a specific technology for each system focusing on sharp filtering and accurate, updated tools to really help users in their monetization strategies. The fact of being former affiliates and media traffickers ourselves has been decisive in building what our clients really need to make money. For example, we were the first in adult to work on ISP filtering and to provide an app generator for webmasters to convert users through push notifications.

What results have you to seen to date?

The figures are good. External and internal feedback is highly positive, so all we can do is keep working hard and analyze the current trends in order to foresee and adapt to new needs and maybe help create new consumption habits.

It’s so obvious that mobile marketing is important now. During the past four years, companies were talking about it and considering some tools to be represented on the new market. But since last January, we are seeing the huge boom we’ve been waiting for.

In general, mobile ads perform perform four to five times better than desktop ads. The audience is growing and opening new fresh markets.

Where do you see this market going in the next five years?

In the next five years? It’s hard to predict, because some genius might have a whole revolutionary idea and shake it up all again, or legislation could change and mess up the current mobile billing methods.

Dual-screen mode, which allows people to watch shows on their television and phone at the same time, could be an interesting point. Mobile devices with faster internet speeds and battery lifetimes should also give us more possibilities to test new ways to advertise. The marketing techniques will always be the same old ones, though.