MVNO Virgin Mobile USA is launching mobile advertising campaigns on the Local Mobile search and directory service.

Virgin Mobile USA and local directory service and network Local.com Corp. have partnered to put Local Mobile on the Virgin Mobile USA network. Virgin Mobile USA's five-million-plus customers can now use the Local Mobile search service with all 3G Virgin Mobile USA handsets, including the Shuttle, Slash, Arc and TNT.

"To promote this service to our customers, we have placed the service on the VirginXL deck in the 'Local' category," said Corinne Nosal, spokeswoman for Virgin Mobile USA , Warren, NJ. "Right now, the service is also being promoted in the 'What's Hot' section of the VirginXL deck that is the top promotional placement area on the deck.

"We will also be promoting to the customer base via SMS," she said.

Local Mobile is an ad-supported local mobile site that provides consumers with access to directory services and search results for local businesses, products and services via their mobile Internet service.

Local.com partnered with Trilibis Mobile, a provider of mobile community applications and enabling technologies, to develop and deploy Local Mobile, which is listed in Virgin Mobile USA's mobile Web directory.

"Consumers are continuously looking for ways to use their mobile devices in ways that are relevant to their daily lives, to where they are and to what they do or want to do right at that moment," said Bruce Crair, president/COO of Local.com, Irvine, CA.

"Local.com's goal is to expand the reach of our mobile service and brand to as many mobile providers and consumers as possible," he said. "With more than five million customers and a global brand, Virgin Mobile was a good strategic fit for us."

Local Mobile lets consumers access local business information based on a "what" and "where" directory search.

Via the platform, consumers can access business profile pages, complete with mapping and driving directions, as well as click-to-call functionality.

Local Mobile sends listings to a consumer's mobile device via SMS.

Results are sorted by relevance, distance or name.

The Kelsey Group forecasts that U.S. mobile search advertising revenues will grow to $1.4 billion by 2012.

Local Mobile is currently deploying mobile banner and text ads. The company is also exploring keyword-based, search-based ads.

"We're promoting Local Mobile through the Local.com site and network, thus leveraging the loyal user-base that we have already established on the Internet," Mr. Crair said. "The carrier decks themselves are also a viable marketing and distribution channel.

"Trilibis Mobile and Local.com are working to connect with most of the U.S. wireless carriers," he said. "In addition, we're looking to experiment with off-deck mobile advertising to drive traffic to the mobile service.

"These will also be a combination of standard banner ads and keywords-based ads."

Local.com also promotes the service through our collateral, advertising, e-mail campaigns, media outreach, speaking opportunities and various other marketing programs.

Local Mobile's patent pending local search algorithms provide more than 19 million consumers each month with relevant search results for local businesses, products and services.

Local.com claims to be the largest local search network in the United States. It includes more than 700 regional media sites.

Local.com responds to enhanced directory assistance inquiries using various protocols, including voice-enabled and SMS systems. The method is designed to monetize those local searches.

Virgin Mobile offers Plans Without Annual Contracts and postpaid offerings through Helio By Virgin Mobile, with national coverage for both powered by the Sprint PCS network.

Virgin Mobile USA allows customers to earn free minutes in exchange for viewing advertising content online through the Sugar Mama program.

"We're positioning Local Mobile as a service to help Virgin Mobile USA customers get easy access to directory services and search results for local businesses, products and services via their mobile Internet service," Ms. Nosal said. "We want to help our customers find local-based services in their area."