Nokia to use Ad Tags for new Nokia Ad Service and Nokia Advertising Connector
Rating: can of worms
Nokia has announced to new mobile advertising services:
Nokia Ad Service is a managed platform for mobile publishes to create and deploy mobile advertising campaigns.
Nokia Advertising Connector is services for publishers that allows them to inject mobile advertising into their content.
What we think
There is room for more mobile advertisers in the growing ad market place. With existing mobile content sites such as nokia.mobi that services 100 million hits per month in 120 countries – Nokia is in a strong position to inject advertising into its existing mobile network and has an army of content suppliers that it can also collaborate with for a mobile advertising platform. With mobile advertising, content is key and the right dynamic WAP sites are essential for pushing mobile adverts.
But there is a fine line between personalization and relevancy when mobile ad tags are used. Nokia aims to give publishers control over when how and where they place their ads by mobile tagging ad tags.
The problem is that advertisers might not tag services correctly. For example if you do a Google search for Britney Spears shaved head – you will get a lot more adult content that you bargained for. Mobile tagging is popular but is easily misused. This can open a can of worms for publishers and advertisers moving forward.
Also, Nokia’s Ad services are currently in BETA. They should launch by year end. The competitive environment is also very important and Nokia is jumping on to a bandwagon sipping wine next to Third Screen Media, Google, Yahoo!, Medio Systems, JumpTap, Infospace, Fastsearch, admob and more…
From the press release:
“As advertisers struggle to reach personalized targeting with traditional media such as print and TV, mobile advertising is becoming an increasingly attractive channel for brands,” said Tom Henriksson, Director of Nokia Ad Service at Nokia Emerging Business Unit. “We have completed a number of pilot campaigns with advertisers and mobile publishers for testing the Nokia ad serving technology and consumer experience. The feedback has been very positive from all parties.”
“With Nokia Advertising Connector we are partnering with newspaper publishers, other traditional media companies, aggregators, platform companies, operators and internet companies to help them serve their current advertisers by offering easy access to a mobile audience” says Matthew Snyder, Head of Business Development, Nokia Multimedia, Advertising Business Program. “We have an aggregator interface for plugging partners’ platforms into the Connector - Nokia being in the role of platform service provider. Think of the Connector as a one-stop delivery point with intelligence”.
There will be two key features in the next issue of The Mobile Advertising and Marketing Analyst out just before CTIA Wireless 2007.
More Information: www.nokia.com and www.adservice.nokia.com
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- Nokia to acquire mobile advertising and marketing company Enpocket
- Nokia response to Metro Tagging article with interesting national energy expample
One Response to “Nokia to use Ad Tags for new Nokia Ad Service and Nokia Advertising Connector”
Comment from Patrick Parodi, Chief Sales and Marketing Officer at Amobee Media Systems and Global Chair of the Mobile Entertainment Forum
“An obvious question raised by this announcement is whether or not both operators and brands would be willing to accept Nokia taking on the role of an ad-serving platform.
“Operators are starting to play an essential role in being able to serve impressions to all customers and all handsets with the benefit of information such as the users’ location. Ultimately it is the age old question about who owns the customer and the inventory. Mobile advertising inventory will exist on both the handset (through the injection of ads within the device) and within the network (WAP gateway, SMSC, and Video and Music server advertising insertions) and both will need to be addressed.”
Amobee is the first company to deliver a unified, telco-grade system for funding mobile content and communications through advertising.
The Amobee Media System enables mobile operators to dynamically insert contextual, relevant and targeted, interactive advertisements into all types of mobile entertainment and communication from a single platform, including videos, music, messaging, games and WAP.
Comment made on March 7th, 2007 at 8:03 pmLeave a Comment