by Giselle Tsirulnik - December 8, 2009
Amobee, the Silicon Valley-based global provider of mobile advertising services, is helping wireless carrier Telefonica monetize its assets through mobile advertising.
The majority of the launches – including Telefonica's O2 businesses in Britain, Ireland, Germany and Czech Republic as well as in Spain, Mexico, Argentina and Chile – are now live and actively serving brand campaigns. The remainder of Telefónica's Latin American carriers will begin accepting campaigns by year-end via the deployed Amobee platform.
"Through Amobee, Telefónica is now capable of dynamically ad-serving all mobile communication channels including mobile Internet, applications, games, video and messaging via one uniform advertising solution for agencies and advertisers," said Gary Schofield, chief operating officer of Amobee, Redwood City, CA.
"The strategy is to collaborate with operators in providing their premium inventories to agencies and brands," he said. "Amobee is able to harness the unique aspects, data elements of a carrier to allow a brand to reach its targeted audience effectively."
The partnership makes Telefónica uniquely positioned to serve as a single point for agencies and advertisers wishing to buy ad-enabled inventory to deploy and monitor campaigns across multiple channels and markets simultaneously.
Removing the friction for the media buyer is fundamental to the future of mobile advertising. Amobee helps carriers build profitable revenue streams from advertising.
Amobee's mobile advertising platform seamlessly leverages Telefónica's existing user data for targeting, while providing advertisers and marketers easy access to the carrier's premium inventory to enable them to get their message across quickly, effectively and globally.
Amobee has deployed its platform with 10 operators in nine different markets worldwide, including campaigns with O2 active in Britain and Vodafone in Italy.
Amobee also operates in the United States, having signed a deal with mobile virtual network operator Boost Mobile. It is in discussions with other major U.S. carriers, but those deals have not been made public.
O2 has sold advertising on Amobee's platform to Britain's Fourth Screen Media. Pizza Hut, the BBC and Canon have run campaigns through O2 Active via Amobee's ad-supported mobile gaming platform.
"Firstly, this addresses the main challenge of allowing agencies and brands to buy premium inventory across multiple markets simultaneously, something they can now do across Telefonica in 18 markets," Mr. Schofield said.
"Secondly, agencies and brands can buy across multiple inventory forms, for example SMS and WAP, and carry over their interests in user targeting and frequency capping," he said. "Finally, Amobee allows the operator to have uniform and global visibility into their advertising business."
http://www.mobilemarketer.com/cms/news/advertising-agencies/4811.html
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