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]