Mobile advertiser Out There Media today announced it has become the Mobile Advertising partner for the Ukraine’s largest mobile operator - Kyivstar. The network has almost 23 million subscribers, and has signed a non-exclusive deal to publish advertising inventory through Out There’s mobile ad platform, MoBucks.
The main advertising that Out There will be providing Kyivstar is SMS and on-portal display advertising. The opening campaign for this new partnership was for the Xperia X1 Windows smartphone from Sony Ericsson. This campaign used both SMS and on-portal display advertising to connect customers to a mobile site about the device. The campaign ran for two weeks from the start of this month, and delivered 1.55 million page impressions with a 5% CTR.
From the release:
Kerstin Trikalitis, CEO of Out There Media, commented: “We are very happy to be announcing our partnership with Kyivstar, especially as this announcement coincides with the completion of a highly innovative campaign for a major client. Ukraine is a market of strategic importance for us, and we are looking forward to many more successful mobile advertising campaigns in partnership with Kyivstar”.
Sergey Leschenko, Head of Multimedia at Kyivstar, commented: “We are very proud to be blazing a new trail in the Ukrainian market by launching our mobile advertising service, in partnership with Out There Media. Especially after the successful completion of our first campaign for Sony Ericsson, we are confident that the advertising community in Ukraine will capitalise on the immense potential of this new paradigm and take the decisive step into this new era of advertising”.
What we think?
Out There is doing scary big business in Central and Eastern Europe with mobile operators. Earlier this year we saw Out There sign a huge deal with Bulgarian operator M-Tel, and an exclusive deal with Vodafone Greece. Out There is educating and partnering with a lot of Eastern European operators – how long before that ground-level influence allows them to turn west and sweep across the rest of Europe like a Mongolian horde?