Digital Sidebar has launched a new mobile advertising platform that has a rather innovative business model. Dubbed Sidebar, it delivers targeted content to the "white space" on cell phone screens before and after calls and with incoming and outgoing SMS notifications.

With Sidebar, marketers can target content based on user age, gender, interests, phone usage patters, day and time. Campaigns can include promotions that include links to interactive games or contests, for example. Sidebar also serves as a viral marketing tool with its share feature that encourages users to forward content to friends.

The company is launching a national consumer pilot of Sidebar with a major US carrier "soon."