Iptune collects subscriber info for targeted mobile advertising via MMS

Iptune today launched it’s Intelligent Advertiser platform. The platform offers highly-targetted one-to-one advertising for mobile operators. The service is designed to be integrated with the network so the info it collects on subscribers is fed back to the network in real-time. This allows MMS ad-targeting based on user activity as well as profile info. And of course, Iptune is careful to stress, a strict privacy policy and advance approval from subscribers is a pre-requisite.
From the release:

“The demand to manage complex mobile service environment for high-quality and targeted advertising increases as the mobile marketing matures into a serious tool of the marketing mix. Mobile advertising can be a powerful media when used correctly. With the Iptune Intelligent Advertiser operators can finally utilize and benefit from their MMS investments,” explains Vesa Haimi, founder and CEO of Iptune.

What we think?

So you have Iptune, a company specialising in really thorough real-time mobile network monitoring. It seems to have decided to use that information to send advertising MMS to network subscribers based on what they are doing at right now. At the Iptune site, it states ads can be targeted by “browsing destination and  message characteristics.” That’s a pretty powerful service, but I really can’t imagine many people opting-in for it. When I’m using my device for browsing or sending an SMS, the last thing I was is a slew of MMS disrupting me. It’s a powerful advertising tool, no doubt, but I imagine it would be more annoying than useful to consumers.

About Cian O' Sullivan

Ace reporter, Cian, has moved on from GoMo News. He is currently the office manager for Photocall Ireland - Ireland's premier news and PR photography agency. You can check out the site at www.photocallireland.com. If you want to contact him directly about anything, Cian's new email is cian at photocallireland dot com.
This article was published in Mobile Ad&Mktg, Mobile Agencies, Mobile Marketing, Mobile Messaging, Mobile Operators, Mobile Web, mobile analytics, mobile news and tagged , , , , . Bookmark the permalink.

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