Mobile advertising space is heating up, and now we have Gigafone — the company which we’ve already covered before — announcing the launch of its new digital advertising solution – Ochre. So what is Ochre? It’s a vendor agnostic solution designed to provide brands, agencies and mobile operators with a holistic and simplified view of the advertising ecosystem.
Nine partners from across the advertising value chain participated in the launch to make Ochre more powerful, to tackle market fragmentation.
From the press release:
The key to Ochre is allowing advertisers to choose the best mobile delivery channel for individual campaigns by utilising the intelligent analysis and reporting facility built into the solution based on previous campaigns. Ochre combines sophisticated booking and planning tools with user generated profiling and historical campaign analysis to allow advertisers to make an informed choice over which delivery mechanism will resonate best with the consumers they are looking to engage with. Gigafone has brought together mobile advertising innovators: Xtract, Vizimo, Palringo, Aditon, Yodel Digital, Icom Group, Liquid Air Lab, Sponge Group and OwnSkin as launch partners for the Ochre solution.
With demographic and purchasing characteristics changing on a campaign by campaign basis, Ochre has been built to cope with the complexity of mobile advertising. Advertisers can now switch delivery channels at the click of a button, making sure content rich information gets to the right person at the right time. This means consumers receive relevant and timely information about products that they are interested in and advertisers can reduce wastage generated from blanket campaigns. Ochre provides the transparency required to optimise advertising campaigns to ultimately improve return on investment.
Unsurprisingly, Gigafone is in the midst of recruiting partners to join the Ochre solution, and is also working closely with leading brands and agencies to provide a tailored experience with a range of relevant delivery channels for all digital campaigns.