China Mobile breaks into advertising

Rating: creating a market in record time

By Annie Turner

China Mobile has received a licence to create and execute its own mobile advertising and marketing services. China’s largest operator signalled its interest in advertising in March when it appointed Fractalist to design ads and the home page for its various channels. Now it is also to create an advertising division so that advertisers to deal directly with it, instead of going through third-parties.

Its advertising campaigns are going to include ads embedded in its websites, its own ad network, ads pushed to its customers and ‘interactive marketing’ games.

With the amazing muscle of the world’s largest operator behind it, these announcements could well herald the world’s biggest mobile advertising market too – and in record time, before next year’s Olympics.

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