TELEFÓNICA ANNOUNCES GLOBAL MOBILE ADVERTISING ALLIANCE
Telefónica today announced it is launching a single global platform to deploy advertising on mobile phones.
Through a world-wide deal with Amobee Media Systems for an Ad Server technical platform, Telefónica will provide a single point of contact for agencies and advertisers wishing to buy, deploy and monitor campaigns across all mobile channels.
Telefónica is now the world’s only company to support all mobile channels with a single ad-server that supports WAP, games, video, messaging and other in-built applications providing the best user experience for its 170 million customers. Mobile users will also benefit from relevant targeted ads while having cheaper access to premium services when opting-in to receive advertisements.
Julio Linares, Chief Operating Officer, Telefónica, said: “The key to successful mobile advertising is doing it in a contextual and non intrusive way, which our global opt-in ad-serving solution enables us to do. The benefits of a common vendor across the Telefónica group are that we are able to truly look at a common architecture that will drive cost savings for design and testing as well as reduce deployment times.”
Linares added: “We believe we are accelerating the uptake of mobile advertising in all Telefónica mobile businesses across Europe and Latin America and will generate revenue from mobile advertising well beyond WAP and Mobile Internet.”
What we think?
Give me strength. Telefonica hasn’t given birth although the way in which the press release was you think - that it had. This is an ad network. Yippee!
What is strange. Yahoo! is providing off-portal search for Yahoo! but is not involved. Although, Telefonica does own a % of Amobee. JumpTap (also owned partly by the WPP) isn’t involved. Not long ago, Amobee was mentioning how Yahoo!s aggressive price cutting was undermining the market.
It seems like the gloves are off. Yahoo! might be able to buy its way into operator deals or the cheapest prices for mobile display - but Amobee (with a slice of the company in the hands of Telefonica and Vodafone) is playing its trump card.
Saying that: I love the idea of the inclusion of Latin America. This could be a dream for mobile advertising companies (brands) wishing to penetrate EU/ Latin American markets.
Related News:
- Vodafone and Telefónica buy minority stakes in Amobee
- Amobee raises equity capital from Motorola and Cisco - what type of strategy is this?
- Telefonica Spain gets MACH (ie) to fight global roaming fraud
- Atos Origin InfoGin deploy Mobile Internet Services at Telefonica Spain
- Telefonica opens her door for Nokia
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