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Cellular News is reporting that Telefónica has announced the launch of a single global platform for Mobile Advertising, via a global deal with Amobee Media Systems – the idea is that there will be a single point of contact for agencies and advertisers wanting to deploy to the 170mn customers it has!
The single centralised ad server enables precise contextual and behavioural targeting across all users on all handsets for all non-voice related applications and services including WAP banners, games, video and music players, applications, messaging (SMS & MMS), ring back tones as well as video & music streaming.
Telefónica retains complete control of the solution which means that each operating business will have access to customer data, localisation, behavioral profiles and the opt-in database. The business will then instruct the Ad-Server to deliver a relevant ad to customers with a certain profile and handset type.
The advertising impressions from the Amobee platform occur in a relevant, contextual and non-intrusive manner, thus giving the users control over the engagement. The alliance with Amobee will enable Telefónica to fund its growing number of mobile data services, while ensuring that customers get better value, as well as a richer mobile experience.
Wow, that IS a big deal! The rollout is going to start in the UK, Spain, Mexico, and Colombia for this year, and then spread to the remainder of the Telefónica OpCos in 2009.
[Via: Cellular News]
About The Author
Ben Robinson
Ben is a 10+ year veteran of the Mobile industry – starting his career when SMS was a still a relatively new concept for most people (!), he has now consulted on everything from bleeding-edge Mobile content, to the next-gen accessories you might view it on. As a result he has a broad and deep knowledge in numerous areas of Mobile – from network operators to device vendors, to infrastructure and middleware vendors (not to mention content delivery) – and has worked for companies in all of these areas! He is based in the UK, a hotbed of activity for mobile, and recently became a father for the second time – as oppose to in his younger years when he was happy spend time tweaking all manner of mobile devices to 'nth' degree, he now looks for services and hardware that provide the most efficient, compact, and reliable improvements to his already manic life! It’s his opinion that Mobile solutions should be there to help to make your life better – if a particular solution (be it service or device) isn’t doing this, he believes you need to ask the very important question of why you continue to use it... His focus at IntoMobile is mainly on Mobile content, services, and infrastructure, particularly as regards the UK market – and with the occasional look at devices. Additionally, using his extensive experience in the industry, he will provide commentary on the industry at large, with regular (and hopefully thought-provoking) articles.
